Content

International Content Summit 2011 - 60 unmissable quotes

On Wednesday 23 November 2011, over 400 marketers, publishers and brand owners gathered in Old Billingsgate, London to listen to some of the world's leading experts on content. Here are their thoughts, boiled down to 60 key points.


Rory Sutherland, Ogilvy Group UK
1. A year is a long time in technology and content. Now is a good time to sit back and reflect on what we have and how best we can use it.

2. Most content is made for bored people, but information-based content will become increasingly important.

3. Rationality and creativity should work in tandem.

4. The opposite of a good idea is often actually a good idea itself. Look for what's successful and think about what the opposite may be.

Nigel Cameron, Center for Policy on Emerging Technologies
5. The faster change takes place, the more important it is to look ahead.

6. Knowledge is now social, so the future of branded content lies in mutual curation. Twitter is the pathway to this future.

7. Content drives engagement. It will drive everything and be mainly crowd-curated.

8. You must always have one person on a team who is disagreeable and who will argue the toss. Contrary opinions are vital.

Philip Thomas, Cannes Lions
9. Digital companies are becoming media owners and retailers could also become media owners as they know their audience so well.

10. Clients are now demanding creative solutions to business problems. 

11. Brands have a voice and a point of view. Many clients are now bypassing media owners and creating content themselves.

Richard Cope, Mintel
12. 71% of people say they prefer to read a printed magazine than the online version.

13. Time is the new privacy and slow is the new opportunity for publishers.

14. 42% of people consume print for long journeys.

15. A fifth of adults would buy a print subscription if it included free access to exclusive online content.

16. The Amazon algorithms are permeating all areas of modern life. This means we don't discover things by chance any more and there are less opportunity for surprises.

Benedict Evans, Enders Analysis
17. There are four horseman of the internet at the moment: Apple, Google, Facebook and Nokia.

18. Smartphones make up 20% of mobile sales globally. It will be 75% in a couple of years.

19. Half of people who own tablets don't read magazines or books. A third of tablet owners have their reading changed by a tablet.

Richard Charkin, Bloomsbury

20. There are over one million completed manuscripts in English on the web.

21. What brings success is the editing of that content.

Geoff Hughes, Social Clay
22. The Facebook landing page plays the same role as the cover of a print magazine.

23. The number of ‘Likes' depends on the cover page and its content. Therefore having a good landing page is essential as that will determine whether people click ‘Like' or not.

24. Make sure you connect your website and Facebook, with every piece of content having a ‘Like' and ‘Share' button. 

25. If you do not enable your website to successfully connect to Facebook, this is a lost opportunity for your content.

Carla Busazi, Huffington Post UK
26. All content is edited. Even curating content is a form of editing.

27. HuffPo is combination of four things: journalism, aggregation, commenting and blogging

28. Twitter has changed the way in which editors work as it's a good source of stories. Twitter has become the new newswire.

Charlie Osmond, FreshNetworks
29. It's important to focus on and put effort into two platforms: Facebook and Twitter. Don't spread your social activity too thinly.

Mark Challinor, Telegraph Media Group
30. Print will soon become part of a brand package, reminding people about the digital content.

31. The Telegraph found they had two readership peaks: 7am and 8-9pm. To give evening readers a better experience, they enabled users to switch between white (daytime) and black (night-time) backgrounds.


32. Think about future audiences, talk to mobile experts who can guide you, and remember that it's not just about making money

David Glennie, Mobile Interactive Group
33. If you do something on social and it doesn't work on mobile, you might as well do it in the dark.

34. 80% of branded mobile apps have been downloaded less than 1,000 times. 

35. If you are going to use social media, make sure you use KPIs that make sense to your business.

36. Don't let anyone tell you that KPIs specific to a platform are meaningful - they are not.

Kam Star, Playgen
37. We are playing games all the time, from buying a house through to relationships, they are all gaming.

38. Gamification is using psychology of persuasion with gaming mechanisms in order to motivate human behaviour.

39. Gamification is 10% game design and 90% psychology.

40. There are three reasons for game-playing: it's engaging, rewarding and escapism.

Will Sansom, Contagious Magazine
41. Thinking about what people are expecting from the content you produce is key to its success.

42. Everything must be useful, relevant and entertaining. Consumers will switch off if something is too heavily branded.

43. Augmented content should be based on enhancement, not distraction.

44. Worry about the experience first, then platforms next.

Allyson Stewart-Allen, International Marketing Partners
45. Don't assume what works in one country will work in another.

46. Investigate and learn from the local culture and language. 

Jonathan Foster Kenny, Bloomberg Businessweek
47. There are three reasons why companies need both a global and a local marketing strategy: 

1. Companies are doing more global business.
2. People travel more.
3. The internet means that your brand is distributed globally.

Greet Boonen, AkzoNobel
48. Stop what you are doing, re-evaluate existing relationships, then start to tell stories through your content.

Sam Wilkin, Oxford Economics
49. 70% of middle class spending globally will soon be in developing markets.

50. Stop telling management what they want to hear. Break the rules do something different

Ruth Spencer, Boots
51. New mums are avid consumers of all media types: blogs, magazines, websites, and more.

52. Success is down to great planning. If you don't plan you will not deliver great content.

53. Don't be afraid to play with different channels strengths. Optimise the message to ensure the best emotional engagement with your customer.

Myf Ryan, Westfield
54. The best brand stories are the ones audiences want to be a part of 

55. Your audience is not channel loyal, they're content loyal

Simon Wood, Marks & Spencer
56. Video has become a central content platform for M&S. It can be seen on any screen: instore, mobile, tablet, PC.


Ben Hammersley, Technologist and Broadcaster
57. Uncertainty surrounds us, with endless calls to innovate, crowd curate, gamify or even get the basics right. But it is all very tiring. Now is the time to sit back and re-asses what it is we, as media owners, should be doing.

58. The secret is to engaging with the customer is to make good stuff, things that are true and beautiful.

59. Focus on what you are good at. The way to save the content industry is to embrace what you do and do it better.

60. Digital content will continue to come, but true beauty and editorial talent will remain. 

Posted in CMA news
7thDec 2011


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