The future of content marketing is upon us! This talk was delivered at Kaizen's Future of Content Marketing event based upon a larger whitepaper Kaizen created looking into the future of content.

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The Future of Content
Bobbi Brant

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Agenda
✧ Content Marketing Vs
Advertising
✧ Future Mediums
✧ How to use Content
✧ Far-Future

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What is Content?

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Advertising

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Branded Content

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Advertising Vs Branded Content

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Advertising Vs Branded Content

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Challenges for Content Producers

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So What is the Future of Content?

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Mediums Value

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Mediums

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Live
Video
Virtual
Reality
Augmented
Reality
360°
Native
Advertising

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The Future is Out There

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Live Video

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Live Video
http://bit.ly/kaizen-live-video

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Case Study: Benefit’s Tipsy Tricks
14,000 -
60,000
Views
Filmed
on an
iPad

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How to use Live Video
Behind the
Scenes
Exclusive
Content
Use Q&A as
Free
Consumer
Feedback
Lead up on
Social
Media

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360° Virtual & Augmented Reality

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Virtual Reality

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Augmented Reality

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360°

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Case Study: Thomas Cook

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Case Study: Thomas Cook
190% Uplift
in New York
Excursions

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Case Study: IKEA Place
Contribute to
£4.4 billion
sales in 2020

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How to use AR/VR/360°
Selling an
Experience
Distribute
Hardware

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Native Advertising

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Native Advertising

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Case Study: OITNB
Up to 2.6
Million Page
views
Generated

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How to use Native Advertising
Topic of
Authority
Not Selling
Product
Personality

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Keys to the Future

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Who’s Your Content For?
Internal
Stakeholders Journalists
News
Audience
Social Media
Audience
Customers

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Which Medium to Use
Live Video VR/AR 360 Native Ads
+Low Budget
+Instant engagement
+High engagement
+Direct impact on
conversions
+Product-focused
+Combines with other
mediums
+Humanising
+Reach wider
audience
-Require large social
following
-High investment
-Alienate those without
hardware
-Tempting gimmick
-Becoming well used -Not for quick wins

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The Future is The Past Improved

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Far Future

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Content as a Product
http://bit.ly/content-as-a-product

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AI Generated Content

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Not Too Fast

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Not Too Fast
❝The only sounds coming from Hagrid’s
hut were the disdainful shrieks of his
own furniture.❞

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Not Too Fast
❝The tall Death Eater was wearing a
shirt that said ‘Hermione Has Forgotten
How to Dance,’ so Hermione dipped his
face in mud.❞

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Thank You
@bobbibrant