The content arms race: Why brands are screwed by Andrew Grinaker @AMAhouston #ME2016 

Live note taking at the AMA Houston conference. Any errors or bad jokes are my own.

  • Our consumption capabilities are going to flatline, content shock, creating more content than is being consumed
  • The audience doesn’t care about your branded content, people don’t wake up wanting to see what their favourite brand said today
  • Only 30% of people have liked a brand on Facebook, when did you last like a brand? It’s not a relationship
  • There is so much content that is vastly more interesting than branded content 
  • Individual people are taking content away from brands – eg, unboxing videos, fanatics showing off their new shoes, someone who does toys review videos
  • How do brands compete
  • Planning: know your audience and your target, know the demos of each social channel, know where your audience lives, know what motivates them; agree on KPIs and goals for brand awareness, engagement, sales, lead generation, retention and loyalty; have a documented strategy, know what you want to achieve
  • Lead with purpose and values
  • [damn that pandora ad where the kids find their mom by touch alone is a tear jerker]
  • Emotional connection doens’t always mean crying
  • Give/get strategy – give 80% to get 20%, don’t focus on a heavy CTA
  • Content should entertain and drive interest, not tied to “thanks for viewing now buy this” GE does a great job of this
  • Budget first, idea second
  • Focus on what you do weekly, monthly or quarterly, e.g., social media is weekly, papers are monthly, information is quarterly
  • Save 20% of budget for promotion if you don’t have a media budget
  • Consider waht is foundation a exploratory, or in review
  • Be agile in publishing, different formats
  • Test all variables – headlines, CTAs, length, type, distributions, images
  • Some brands give us hope – ADOBE, Nordstrom, airBNB, IKEA, TSA, Jaguar

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