At our last Content Conversations Meet-up in Singapore back in November 2013, we debated about whether content marketing was worth its hype. We decided collectively that it is real, powerful and here to stay.
Yet we see many brands today hesitate to embark on their own content marketing journeys. What’s stopping them? In a word – fear.
Lack of knowledge of how to create good content is the single biggest barrier to brands embarking on their own content marketing journeys. To tackle that challenge, we brought the industry together again for our 3rd Content Conversations Meetup in Singapore late last month, to discuss and dissect great content, and find out just what makes content discoverable, searchable and shareable.
Armed with a new ‘in the round’ format and a star-studded line up of some of the best content creation minds in the region, we packed the house with a record turnout of over 100 social media, marketing, start-up and public relations aficionados to tackle the content beast itself and find out how brands can create great content.
[Content Conversations SIngapore 1]
With my co-host Don Anderson from Fleishman Hillard, we facilitated an enlightening, fast-paced, and sometimes controversial discussion that yielded some great insights from the likes of Click2View’s Neal Moore, BrandNewMedia’s Nick Fawbert, P&G’s Omer Sher, Yahoo! Singapore’s Alan Soon and more.
Not limited to the on-site discussion, we also saw a fluid exchange of ideas via live Tweets from the audience, using the hashtag, #ContentConversations.
Here is a recap of some of my key takeaways from the night:
1. Good content is a great story
At our last event, we talked about how people love to tell and share stories, and the most compelling stories appeal to people the world over, regardless of geography, culture, age, gender or language. That is in a nutshell, what brands need to get to. Every brand has a great story to tell – they just need to find it.
[Content Conversations Singapore 3]
The challenge is finding honest stories that also resonate with the brand identity. It is not just about creating content that appeals to the consumer. It should also be built upon a brand’s goals and objectives. Alan Soon from Yahoo! Singapore shared the example of Bowen’s Big Mango publicity stunt. The ‘disappearing act’ certainly stirred up hype, but enraged consumers in the end when it turned out to be a stunt for a local fast food chain. Alan emphasised the need for an ‘elevated view’ on how to encourage brands to dig deeper into what that brand really stands for.
אין תגובות:
הוסף רשומת תגובה