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Disruptive Content Trends
- 1. WELCOME TO THE WORLD OF DISRUPTIVE CONTENT ™
- 2. TECHNOLOGYIS CHANGING CONTENT CONSUMPTIONAND HOWYOU REACH YOUR AUDIENCES.
- 3. THREE BIG GAME CHANGERS 1. AI 2. Interactive content 3. The rise of voice
- 4. WHAT IS AI? • Machinecapabilityto imitate humanbehaviourat scale • Amachineusing dataandlearning from it to deliver insights quickly • Enablingbusinesses to free up employees from repetitive tasksandfocuson morecreative, higher- valuework
- 5. HOW ARE BRANDS INTEGRATING AI INTO THEIR CONTENT STRATEGY?
- 7. AI DRIVEN VIDEO PRODUCTION
- 9. INTERACTIVE CONTENT • Contentthatdrives‘active’ engagementbeyondjustreadingorwatching • More aboutthe‘experience’fortheuser/customer • Interactivecontentconvertsbuyers70%ofthetimevs60%forpassive content • Attentionspansarelessthan8seconds • Interactivevideowillholdattentionfor more (leanforwardnot back) • Calculators (interactiveandpersonalisedtouser)–higherengagementrates • Enablesyou to cutthroughtheintensecompetitionincontent
- 14. THE RISEOFVOICE
- 16. VOICE INTERFACES HAVEBEEN ADOPTEDFASTER THAN NEARLY ANYOTHER TECHNOLOGY IN HISTORY. - Recode2018
- 17. WHERE WE ARE WHERE WE’RE GOING 50Bn 428% 10s of m Voice Searches Per Month Source: MindMeld 12MonthGrowth in 3rdParty Skills Source: Amazon Alexa Devices Sold Source: Amazon 200Bn $11B n 70M Voice Searches Per Month Source: MindMeld Ecomm Revenuevia Smart Speakers by 2021 Source: Tractica USHouseholds with SmartSpeakers by 2022 Source: Juniper
- 18. AVIVA PENSION 'Alexa, ask Aviva what is my pension value' 'Alexa, ask Aviva what are my regular contributions' 'Alexa, open Aviva'
- 19. VITALITY 'Alexa, ask Vitality to give me a healthy living tip' 'Alexa, ask Vitality to play me a workout' 'Alexa, ask Vitality to give me a recipe'
- 20. WELCOME TO THE WORLD OF DISRUPTIVE CONTENT ™ THANK YOU
- 23. MORE THAN A FIFTH (22%) OF UK ADULTS USE VOICE SEARCH SEVERAL TIMES A DAY.
- 24. TWO-THIRDS OF ADULTS AGED 45 -54 UNDERSTAND WHAT VOICE SEARCH IS, BUT LESS THAN HALF 44% OF ADULTS AGED 18 -24 KNOW WHAT IT IS.
- 25. HOW IS VOICE BEING USED?
- 26. HEALTH& WELLNESS Routines ProductImmersion Mindfulness Ingredients Profiling Tutorials UTILITES & SERVICES Account Management Updates& Reminders Billing CustomerServices TariffSwitching OnBoarding TRANSPORTATION InCarAssistance Public Transportation RouteMapping DestinationServices TravelPlanning Navigation CHARITY& 3RD SECTOR Donations FinancialGiving Campaigning Advocacy MEDIA& CONTENT ContentSyndication AudioStreaming Podcasting InteractiveStorytelling ContentDiscovery ContentNavigation
- 29. WHAT’S THE MARKET LANDSCAPE& WHEREIS IT HEADING?
- 30. UK SMART SPEAKER USER PENETRATION BYBRAND 2018 & 2019 Amazon Google Other 68% 63.8% 26.2% 29.5% 7% 10.3% 2018 2019
- 31. THE DEVELOPMENT OF GOOGLE DUPLEX
- 32. MORE THAN TWO-THIRDS OF ADULTS HAVE ACCESS TO A VOICE ASSISTANT, SO A SIGNIFICANT MAJORITY OF PEOPLE HAVE A ROUTE INTO VOICE SEARCH.
- 33. WHAT IS THE DIFFERENCE BETWEEN VOICE SEARCH AND VOICEASSISTANTS?
- 34. THE CORRELATION BETWEEN VOICE SEARCH AND FEATURED SNIPPETS
- 36. OPTIMISE YOUR SITE FOR VOICE SEARCH • Optimise for Mobile • PageSpeed • Keyword Changes • Take Advantage of Schema • Location Based Searches
- 37. OPTIMISE YOUR SITE FOR VOICE SEARCH • Optimise for Mobile • PageSpeed • Keyword Changes • Take Advantage of Schema • Location Based Searches
- 38. OPTIMISE YOUR SITE FOR VOICE SEARCH • Optimise for Mobile • PageSpeed • Keyword Changes • Take Advantage of Schema • Location Based Searches
- 39. WELCOME TO THE WORLD OF DISRUPTIVE CONTENT ™ THANK YOU
- 40. Private groups “More groups content will start appearing in the Newsfeed” “Different groups have different needs, so we’re introducing new features for different kinds of groups” - Facebook, F8 Not just Facebook: LinkedIn, WhatsApp and Instagram too
- 41. Stories 1. Designed for mobile 2. Doesn’t have to be perfect content 3. Grabs the attention and encourages engagement No longer just on Snapchat, but across Instagram, Facebook, WhatsApp, … even Skype trialled this format
- 43. LinkedIn (& Live)One minute videos can get 400-500% more reach, and 10x the video views on LinkedIn than on Facebook Rise of LinkedIn influencers Algorithm update: likes, comments & shares increased more than 50% YoY
- 44. Greater personalisation 1. Moderate your use of targeting 2. Provide transparency over data use - and allow your users to opt out 3. Listen to your target audience: do they appreciate this kind of approach? 4. Be genuine and useful
- 45. New, emerging appsMuch cheaper and engagement rates are much higher the earlier you join a new app or platform But are your audience actually there? Ones to watch: - TikTok - Lasso - Vero
- 46. WhatsApp for business “The most popular messaging app in the world” Separate version of the personal app: free for businesses to download and use Extension of customer support, with features such as ‘away’ messaging
- 48. Chatbots Click-through rate of 15- 60% (compared to just 4% for email) Open rate of 70-80% (three to four times better than for email) But demographic groups differ: - 40% of millennials interact with chatbots every day
- 49. Leaving social Facebook user numbers in Europe have declined for the last two years Certain demographic groups are also leaving the platform Lush: “Tired of fighting with algorithms” Sonos: publicly announced that they’d no longer be advertising on Facebook
- 50. WELCOME TO THE WORLD OF DISRUPTIVE CONTENT ™ THANK YOU
Editor's Notes
- VR/AR, Voice assistants, machine learning and AI. These tech advancements are having and will continue to have a big impact on how you communicate with your customers and reach them.
- Washington Post using Heliograf to support on news stories relating to election results, crime, real estate, or earnings announcements producing 850 automated articles in one year. In 2016- the post did 15% more content for the election compared with the 2012 election due to ai Associated Press using it to automate earnings reports The AP estimated that it’s freed up 20 percent of time Unilever using it to gain insights on what people are talking about, trends. Using Quid and Traackr to understand audiences and identify content topics from big data sets and global influencers
- Example tool that automates content – SOME GOOD SOME BAD. Jury out on quality at the moment.
- Used AI and voice to create allow him to speak in nine languages but the voices actually belong to others having been digitally mapped to Beckham’s own features with the help of AI-powered video synthesis technology. The theory behind the platform Synthesia is it lets you create 100s of videos to communicate with your customers or employees without the bottlenecks of conventional video production. Build a dynamic library of video content that can easily be updated, edited and translated within 48 hours. Uses AI to syncronise the lip movements of actors to make the translation seamless.
- The type of engagement that you can expect to see from interactive content includes increased lead generation, link building and driving more traffic to your website
- Example of interactive content/video.
- Example of a calculator 65 follow BACKLINKS 73 pieces of coverage MOVED POSITION 3 TO 2 FOR HOME INSURANCE Traffic to the home insurance product page also saw a 50% uplift year on year DRUM AWARDS HIGHLY COMMENDED Shortlisted for number of awards
- A voice assistant is a device that has the ability to listen, action and respond to a command. There are two main companies in this area which are Amazon and Google. A voice assistant can be on your phone, TV and in your car Apple and Microsoft also have an offering but they haven’t invested heavily in this area at the moment.
- Read quote… Think about how fast desktop and mobile was introduced Good context for why voice is an important channel to think about now
- As you can see there are already lots of voice searches, but in a few years it’ll be even more A huge growth in revenue and sales through voice Plenty of households owning a voice assistant
- Process of searching through voice, rather than typing on a desktop or mobile. From an SEO perspective, it means you need to optimise content on your site in a more conversational way so that when someone searches through an assistant, your content is the source of the information Treat voice search as a bolt on to your current SEO strategy – not something to be ignored as the rate in which people are searching through voice is increasing constantly
- The way people find your content is changing every day. We’re using everything from the traditional desktop computer through to smart watches and increasingly voice search to discover new brands, find solutions to problems, research and buy products.
- The older generation who are leading the way in the adoption of voice search, as are the ever-elusive millennials. Where voice search thrives is in its appeal to people that were previously ill-served by traditional search, and in times and places in which it was previously not possible or convenient. Take those who are less literate, or less confident using a computer. Before now they may have struggled, not only to pose the right question, but to try to find the answer among the sea of potential search results. In contrast, voice search technology can deliver them a definitive answer in a fraction of the time.
- A voice app can be used in content marketing for a range of industries and topics From charity donations through to in car assistants There is so much potential for a voice app right now for your company
- Looking at the 2017 stats for Alexa skills by category you can see the most popular categories are news, games, and education. Research suggests that by 2022, as many as 90% of new cars will offer some form of voice-recognition capability, a dramatic expansion of the access to the technology available. That presents an enormous opportunity to those brands who embrace the potential for voice as a way to put their services in front of both new and existing customers.
- There are 60,000 skills available in the UK Voice assistant usage doubled in 2018 (Swansea and Cardiff Met) Out of the 26368 Universities worldwide there are only 190 ‘University’ apps on the Alexa marketplace right now (TFW) Great Western, Train Line and other companies don’t have an app yet. There is a national rail, virgin media ones though
- The user penetration by brands clearly shows in 2018 Amazon having the majority of smart speaker penetration in 2018 However in 2019 Google will be catching up as well as other brands like Microsoft and Apple
- https://www.digitaltrends.com/home/what-is-google-duplex/ Google Duplex is a new project from Google that is currently live in the majority of the U.S. It allows certain users to make a restaurant reservation by phone, but instead of the user speaking directly to the restaurant employee, Google Duplex, with the help of Google Assistant, speaks for the user with an AI-based, but human sounding, voice.
- - Surprisingly most people already have access to voice enabled technology. - More than two thirds of adults have access to a voice assistant, which is a huge amount of people.
- Voice search is for your website – you need to optimise content on your site so that when someone searches through an assistant, your site is the source of the information. Voice assistants are separate to your website and act as another channel – you use a command to open an app within the assistant. By having a joint up approach people can either find you through voice search or by using your app
- FS are “position zero” and are the blocked out results a the top of the SERP and are usually 40 – 50 words. More than 40% of all voice search answers come from a featured snippet and our own testing has shown the remainder come from the top 5 positions of Google. When creating content, keep it simple and to the point. - Voice search result - 29 words. Featured Snippets Cheat Sheet
- MOBILE – 60% voice searches come from mobile – images / coding / redirects PAGESPEED - A voice search results page loads in 4.6 seconds - 52% faster than average page. Avg. over 8s KEYWORDS - Query length is expanding - using longer, more descriptive and conversational language. “Hey Google, find a Mexican restaurant for two near me” or TEXT - “restaurant near me” and filter options down manually.
- SCHEMA – coding which allows you to “describe” what the data on your website means – easier for Google to understand & boosts visibility provide search engines with additional information about site content – think of it like metadata, or data about data. powerful yet significantly underutilized SEO practices, so by simply implementing schema markup to your site, you’re already putting yourself way ahead of the curve
- Large names leading the way in developing voice search technology, mistake to assume this will continue. Many searches to date have been local queries, whether that’s where to get dinner to checking the local traffic. Google My Business The growth of voice search will fuel local searches. This helps create opportunities for local businesses and giants who want to target locally eg the aa driving school is a good example of a big brand with local reach.
- http://blog.digitonic.co.uk/2019/01/18/chatbot-marketing-vs-email-marketing-in-2019/
- https://www.minterdial.com/2019/04/quitting-social-media-brands/