September 21, 2015

Summary of IAB Content Training Series #3 - Beyond Fundamentals
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Content Marketing is a thing. 

That is to say, content marketing is no longer a concept or a theory, it exists and is being deployed by brands the world over.  That’s why the IAB SG Content Committee’s inaugural training event held on 27th August at LinkedIn was called Content Marketing: Beyond Fundamentals; because it wasn’t about defining or defending content marketing, it was about deploying it successfully.

Storytelling is of course a cornerstone of content marketing and this session was structured like a good narrative, bookended with a prologue and epilogue hosted by the always entertaining IAB Leadership Councilor Neal Moore from Click2View.  The day began with a presentation on strategic fundamentals by IAB Content Committee Co-Chair Adam Bow from Carat, and built to a climax of compelling content delivered by the funny and free-flowing Pete Mitchell, Global Media Innovation Director at Mondelez.  Along the way we heard professional perspectives from the Editorial, Creative & Distribution teams. The Editorial was presented by Sally Teo, former Editor of Red Tree, as for Creative, we heard from a panel with Simon Kearney from Click2View, David Storey from Carat, Adrian Tay from AsiaOne, Edmund from STOMP. Distribution, was made up of IAB Content Committee Co-Chair Ant Hearne from Outbrain, Rajant from YouTube & Alex Olmedo from Unruly.

So what the key takeaways? 

That content marketing has great power but requires great power to get behind it.  The most successful case studies came from companies who had achieved executive buy-in, who had recruited different skillsets including journalists, editors and filmmakers, and who had made a commitment to long term success.  But that wasn’t all, here’s a selection of the best takeaways as told to Twitter:

Content = Entertainment, not disruption of entertainment @Adambow @IABSG #IABSGContent #ContentMarketing #BeyondFundamentals

Sally Teo ex-Red Tree ed: Engage readers w/ a different approach to sensitive issues & by collaborating with others #iabsgcontent

@simonkearney shares his #contentcreation tips for brands - be brave & force the issue; Don’t fall prey to content paralysis #iabsgcontent

Make the first 2 seconds count when creating in-feed video content @simonkearney @IABSG #IABSGContent #ContentMarketing #beyondfundamentals

Most in-feed video being watched without sound. Stong visuals key to making #video content stick #iabsgcontent

#nativeadvertising help brands create content as good as editorial, which means people read it regardless- Editor, @sphasiaone #iabsgcontent

Love “Content is king, distribution is queen and she wears the pants” #iabsgcontent #outbrain @IABSG

Distribution critical in #contentmarketing. A ‘Build it & They Will Come’ approach just doesn’t work @anthearne #iabsgcontent

Smart content marketing is #1 data-driven #2 performance optimized #3 integrated. @anthearne at @IABSG training event. #IABSGContent

“When you become culturally relevant & a little controversial amazing things happen.” @Mitchellotti with more gold from @MDLZ #iabsgcontent

Great e.g of #contentcreation & brand love shared by Mondelez’s @Mitchellotti #honeymaid #iabsgcontent http://t.co/HpJUTmXyw6

IAB SG Content Committee Member Click2View’s resident artists Sin Yee neatly summarised this and all the other wisdom of the day in a live wall mural, you can catch a time-lapse of her 4-hour creation below because, well, that’s good content!

Watch the time-lapse video here.

Please click here for more details



#news #research

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