{"id":5987,"date":"2017-06-13T14:29:55","date_gmt":"2017-06-13T12:29:55","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=5987"},"modified":"2024-05-15T10:23:44","modified_gmt":"2024-05-15T08:23:44","slug":"branded-content-brands","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2017\/06\/13\/branded-content-brands\/","title":{"rendered":"Let\u2019s build content brands not branded content"},"content":{"rendered":"

Content brands vs branded content: the concept appealed to me.\u00a0<\/em>The iMediaBrand Summit opened with a very exciting keynote this morning in Biarritz in the South-West of France.\u00a0Andrew Davis<\/a>\u00a0(picture below) taught us not to focus on branded content any more, and build content<\/a> brands instead. Sound advice.<\/em><\/p>\n

Let\u2019s build content brands not branded content<\/h2>\n
\"Let\u2019s
Let\u2019s build content brands not branded content, Andrew Davis said.<\/figcaption><\/figure>\n

We are swimming in data, LinkedIn, databases, Big data, data you wish you had and\u00a0some you didn\u2019t have. But marketers are withdrawing nice insights from very small data Andrew Davis told us today. Yet the marketing pie isn\u2019t getting any bigger. The CMO pizza is shared among a growing number of things for we have, over the years, added so many things, we are overwhelmed.<\/p>\n

We have added websites, and SEO and promotions and advertising and then we have had social media, so all budgets ended up being sliced but the marketing budget isn\u2019t getting any bigger. “So what is the ROI for this?” Andrew asked. We need to be able to measure it.<\/p>\n

We have CPC, CPM and CPA, etc. but what we have at the end of the day is a very shallow understanding of our marketing actions and their impact<\/strong>. What we need, according to Andrew is a new way of looking at the world.<\/p>\n

And I liked very much what he said about how marketers should look at the world.<\/p>\n

Marketers should look at the world in a different manner<\/h3>\n

We look for intelligent insights which shape our marketing initiatives but to do that we have to challenge the basics of marketing understanding.
\n\"content
\nLike the funnel for instance. The funnel was invented in 1898 by St Elmo Lewis (above). Lewis didn\u2019t draw a funnel, though, he drew a scale. A lot has changed since then but much of what we so is still based on this 1898 knowledge, though.
\nLet\u2019s Rethink the Funnel
\nTo this end we need a new world view. The old world view is Ptolemy\u2019s, Andrew said, whereby we were the centre of the universe. The way we brought people to our websites was like this but we need to adopt a Galilean view of the universe now.
\n“We are just a small planet revolving around the Sun,” Andrew Davis said. It\u2019s hard to swallow for marketers to understand they aren\u2019t the most valuable thing in the world, though. Google has become central to people\u2019s world today and our websites has become lost in the middle of nowhere. As a result, the insights aren\u2019t going to come from us but from the embracing of a Galilean model, from “acting as a customer” he added.
\nAs a result, marketers should “stop asking themselves the wrong questions\u201d. This is why we have to rethink the customer journey.\u00a0And it\u2019s not one way. It\u2019s a number of loops.
\n\"Content-brands
\nPeople don\u2019t buy in a linear fashion, they go round in circles and look at all sorts of things and come back and back … or not. “54% of all B2B customers know who they want to work with (72% for consumers) before they have even started to engage with a vendor,” Andrew said. It\u2019s a moment of truth, sales have changed, forever.
\nClever brands want to get “into the loyalty loop”<\/strong> Andrew said and focus on the moment of inspiration and “the insight that you need for this is the data you already own”. It\u2019s not coming from the data you buy. Andrew quoted the example of Bart Van Olphen who had trouble selling his sustainable fish to his clients, so he wrote a book.
\nIt wasn\u2019t that successful, so he created a channel “Fish tales” with 15 second video snippets entitled the world\u2019s shortest cooking show and became a star. People would download his recipes and go to the supermarket in droves. Then customers wanted to see the recipes and then he was asked to post longer versions of his videos.
\nHis whole pipeline was completely transformed because he was inspiring his clients\u2019 clients and people even started buying Fish Tale branded products. From a business which started with amateur videos in 2013 and a failed book in 2010, it turned into a $20m valued business.
\nAndrew\u2019s conclusion is what I liked most: “So let\u2019s stop building branded content, let\u2019s start building content brands!<\/strong>” he said.
\nAndrew Davis is not only energetic and enthusiastic. His simple tips for marketers are some which should be listened to by all of us and adhered to.\u00a0Big questions to unearth simple insights and build content brands.<\/p>\n

What audience can we own?<\/strong> Get rich, target a niche and subdivide an audience that\u2019s worth owning and then work from there. Think fractal marketing and subdivide your markets into smaller chunks which are more manageable and easily addressed.
\nLike Andy Schneider, a backyard Chicken farmer. “When you market at everyone you don\u2019t get anyone<\/strong>.” He is nicknamed the Chicken whisperer and he toured the United States creating a business with over $2m lifetime customer value just with 10 visits to stores with 150 passionate people for each meeting. \u00a0<\/strong>
\nDefine the right moment with micro day parts,<\/strong> moments when people most think about your products. Let\u2019s ignore click-through rates and make our content more valuable.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Let\u2019s stop building branded content, let\u2019s start building content brands! he said. with Andrew Davis at iMedia Brand Summity in Biarritz<\/p>\n","protected":false},"author":2,"featured_media":42367,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4072],"tags":[4270,4271],"class_list":["post-5987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation","tag-content-brands","tag-content-marketing"],"yoast_head":"\nBranded content vs content brands, what is more effective?<\/title>\n<meta name=\"description\" content=\"let's stop building branded content, let's build content brands instead according to Andrew Davis at iMedia Brand Summit 2017\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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