Everything we do online revolves around content – whether it's a like, status, form, video or an online shop. No one can stop the content world domination and this speech will dive in to the design and management of great content that will exceed the expectations of your customers

1. Ilona Hiila: Content World Domination. Reaktor Design
Day. 3.10.2013. Questions: @IlonaHiila.

2. I am not a
designer

3. SO WHAT AM I?

4. FOUNDING PARTNER & CONTENT STRATEGIST
of finland’s leading content agency
VAPA MEDIA

5. we do:
content strategy
utilizing platforms
creative concepts

6. partner of mrs.muir & the ghostwriter
- content creation agency!

7. ghostwriters do:
articles, photos, videos,
digital copy, live
blogging, community
management and anything
that has anything to do
with creating content.

8. My background:
radio host
journalist
columnist
pr officer

9. I SAW IN MY WORK that the WAY COMPANIES COMMUNICATEd DIDIN’T
RESONATE WITH THE WAY PEOPLE USED ONLINE CONTENT.
.
THE INDIVIDUALS WERE LOOKING FOR CONTENT THAT WAS RELEVANT
AND MEANINGFUL. COMPANIES WERE OFFERING THE FOLLOWING:
http://www.flickr.com/photos/ryantron/4453018910/

11. http://www.slideshare.net/hawkt/breaking-how-native-advertising-is-making-headlines?from_search=5
even though the click through rates are
as low as less than 1%!

12. Many companies are in quick sand
with their operations online.
they focus solely on tech/visual
design, rather than think what
kind of content they should
offer.
http://farm4.staticflickr.com/3089/3140250146_4c8638da6c_b.jpg

13. it’s like having a dinner with no food!

14. Vapa Media
- catch them with content!
rescuing online communications since 2010.

15. so, back to the topic:
Content World
Domination

16. what
do I talk about
when I talk
about
content?

17. http://farm6.staticflickr.com/5085/5306384876_270e9070c8_b.jpg
Everyone has a different view on what content is.

18. Oh, I thought meant that
content.
• article
• digital copy
• blog
• blog post
• COMPETITION
• status update
• info
• video
• advertisement
• layout
• photo
• form
• a block
• Banner ad

19. No, I meant this content.
• Digital content, that is
published on various platforms
and that aims to engage
customers
• Content that is is the data
people consume online and
that is supported by the visual
and/or technical design

20. what
do I talk about
when I talk
about
domination?

21. http://farm8.staticflickr.com/7276/7498918722_18a74fd56d_b.jpg
No, not
about this.

22. http://www.flickr.com/photos/raveneye/2467456611/
not this either.
because there’s
no need for plotting domination like stewie.
content already dominates all our online experiences.
before your audience uses your design or interface, there
has been content involved from google, fb, twitter,
email etc…

23. HOW TO DESIGN
DOMINATING CONTENT?

24. RULE NO. 1:
FORGET YOUR
BRAND
cheers hawk! http://slidesha.re/15hdsD8

25. PEOPLE ARE NOT
NATURALLY INTERESTED
IN YOUR BRAND!

26. UNLESS YOU’RE A…
http://farm6.staticflickr.com/5450/9143978785_dbc07988b7_b.jpg

27. FIND SHARED INTEREST
• listen to your customer.
• understand where they hang
out.
• FIND OUT what they talk about.
• UNDERSTAND WHAT kind of
content is missing from their
life.

28. RULE NO. 2:
CREATE
MOMENTS

29. Rule number 2 – own the
moment(s)
• DO NOT SELL.
• BE THE PERSON YOU WANT TO
BE WITH.
• CREATE MOMENTS – THEY SELL
THE WHOLENESS OF YOUR
BRAND RATHER THAN JUST ONE
PRODUCT

30. KIM JONG-UN OR SANTA?
• DON’T AIM ONLY FOR
AWARENESS. IT’S NOT ALWAYS
A GREAT THING.
• MEASURE ALSO FAMILIRATY
AND HOW WELL YOUR
AUDIENCES CONNECT WITH
YOUR BRAND ATTRIBUTES.

31. RULE NO. 3:
LOVE IT

32. http://www.flickr.com/photos/rickyromero/1976286111/
content is often considered as something you do
after “all the important stuff” is done!

33. individuals are successful online
because they love to share.

34. THE CONTENT YOU SHARE
SHOULD BE AS IMPORTANT AS
THE PRODUCT OR SERVICES
YOU SELL

35. RULE NO. 4:
re-think your
resources

36. “liquid content
STRATEGY”
http://www.flickr.com/photos/gerardstolk/5398065225/

37. “The way we did online before
was little like bowling,
now it’s more like ping pong”

38. before: few big balls aimed at a static
audience in order to make them fall.
http://www.flickr.com/photos/dcjohn/95893598/

39. now: continuous game in which
we play with the audience and respond
to their serves.
http://www.flickr.com/photos/23743691@N06/5526404097/

40. we need:
new ways to think our
resources!

41. but why?

42. costs.
reach.
targeting.

43. part of a
revolution?

44. understand who your
enemy is.
“we’ve always done
it this way”

45. and buy: STRATEGINENOTE.FI

46. thank you!
WWW.VAPAMEDIA.FI