As branded content gains steam, marketers must shift from an ad hoc approach where content is an afterthought to content production with a systematic, integrated and data-driven approach. What should marketers do to ramp up their branded content capabilities? Presenter: Angela Courtin, chief content officer, Aegis Media Americas and president, The Story Lab @AngelaCourtin

1. may the force(s) be with
you

2. CONVERGENCE

3. FRAGMENTATION

4. ,,
TRANSPARENT
INTERCONNECTED
INTERDEPENDENT

5. CONTENT

6. All media starts with
great content. A great
media strategy can
never compensate for
average content.

7. so what is great content
VISIBILITYCONTEXT
SHARE-ABILITY

8. The role of content
is evolving. The
opportunity to be an
expert, facilitator and
“friend.”

9. Consumption is
Changing
Traditional
:30 Sec Advertising/Display
Product Placement
Integration
Adaptive Branded Content
REACH
DISRUPTION
ENGAGEMENT

10. Brands must become better than ever at telling and
sharing a story and most importantly listening…
The impact on
brands

11. CULTURE

12. Brands need to stop
competing in the
category and start
winning in the
culture.

16. CONTEXT

17. In the future all media
planners will be
content planners.
Content is the
currency of the

18. THAT WAS

19. THIS IS

20. two things go
hand in hand
DISTRIBUTION
OF
CONTENT
CREATION
OF
CONTENT

22. FUTURE

23. All brands have to be
content programmers

24. 5
step
process
41
AUDIT
2
CONTENT
3
CONTEXT
5
OPTIMIZE
ANALYSIS

25. BOUGHT
OWNED
EARNED
1
AUDIT
Bought Owned Earned

26. BRANDED
Ideate/Fund/Produce/Cre
CONSUMER
Curate/Enable/Appropriate/Celebrate
PROFESSIONAL
Associate/Sponsor/
Integrate/Promote
2
CONTENT

27. 3
CONTEXT

28. thank you