Content

30 top takeaways of the International Content Summit 2012

30 top takeaways of the International Content Summit 2012

"The average person has 379,000 brand experiences a year; 170 of those are on a typical journey to work." Patrick Fuller, CEO Content Marketing Association

Session 1 - Anticipate: the future of content marketing

A Nielsen study asked a number of consumers what most influenced their decision to purchase a product. 92% said people they know.

"The most valued and shared stories reveal unfulfilled needs and desires." Jon King, Managing Director, Story Worldwide Europe

The average person has 250 friends on Facebook, has four interactions per day and views 2,500 web pages per month. The average teen sends 3,000 texts per month.

"Success is about anticipating your customers' needs in the future" Melanie Howard, Executive Chair, Future Foundation

Smartphones production will hit one billion in 2013 - the first piece of technology ever to require an annual unit of a billion.

In 1998, the average sustained attention span was 12 minutes. In 2012 it's five.

"My rules for content success are make it useful, make it fun, market it hard and get lucky." Matthew Guest, Senior Manager, Deloitte Digital

Keynote

"89% of advertising isn't noticed or is ignored. That's £17bn pissed away by experts." Dave Trott, Executive Creative Director, CSTTG

"We all see over 1,000 advertising messages every day. Hands up who remembers a message from yesterday?" [One out of 500 people raises their hand] Dave Trott

"Creative people have a fear of the obvious; clients love it." Dave Trott

Session 2 - Plan: the ideal content strategy

‘Siri' sounds like ‘buttocks' in Japanese

"Content has the greatest opportunity to impact the Zero Moment of Truth in the consumer's perception of the brand." Brice Bay, Chairman & CEO, EnVeritas Group

"Brands need to prove to search engines that they're true publishers, so be authentic and relevant." Brice Bay

"I once got mistaken for a prostitute in Grimsby Fish Market." Steph McGovern, Chair

"When people complain about media saturation, they're complaining about the stuff they don't like." Argun Basu, Content Director, Spafax

"Don't be the panda bear: they only eat one thing and if that one thing is taken away, they die." Argun Basu

"Engaging content has to be likable, shareable and actionable." Jan Rezab, CEO, Socialbakers

Session 3 - Monetise: making money out of content

"Consumers will pay for content that's original, authoritative, exclusive,  unique and high quality." Nicola Murphy, CEO, The River Group

"Content is now less about ownership and more about access." Nicola Murphy

"Sometimes just changing one word in your online copy can make a massive difference." Catherine Toole, CEO, Sticky Content

"Copy that infers a positive outcome will be more successful." Catherine Toole

Session 4 - Engage: the power of the story

"We're now used to receiving information immediately and that also applies to stories." Nick Morris, Founder, Canvas8

"Good content is finding the hot spot between what a brand is selling and what the customer is thinking." Sara Cremer, Managing Director, Redwood

"People remember stories, not facts." Sara Cremer

Session 5 - Engage: the power of the story

The UK is currently Number 1 in the Global Soft Power survey, which ranks influence in the arts, culture and creativity.

"Magazines are getting closer to brands and therefore more powerful." Marie O'Riordan, Editorial Director, John Brown

"The key to content success is commit to long-term projects, use the element of surprise, and consider including your customers in creating content." Lisa Smosarski, Editor, Stylist

In 2001, US broadcaster upped their investment in creating their own content from $50m to $300m. Their annual revenues leapt from $700m in 2001 to $2.3bn in 2010.

"People love a niche." Marcus Webb, Editor, Delayed Gratification

Posted in Other Events
4thDec 2012


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