Europe's most popular communications, PR
and media conversation

December 4, 2012 CommsChat on content marketing with Rob Bonn

This week,  Rob Bonn from Seven was a guest on CommsChat. Seven was the Grand Prix winner at the International Content Marketing Association Awards on 28 November. We discussed content marketing, branding and the future of the industry. Some highlights are below, followed by a full transcript of the hour.

@mynewsdesk_uk Quality rather than quantity (hopefully), but the key with content is knowing why you are creating it. What will it do for you?

@redluker Creating content is now all about personalisation and relevance – the audience has the power

@robonn maybe people now appreciate the difference between copy and content, particularly now the multi-channel-ness is assumed

@aimee1986 think/research about the problems your stakeholders/customers/employees face each day then answer them with great content

@mynewsdesk_uk “Content marketing” is a funny one as all marketing involves content! But term has come to refer to a set of tools and tactics.

The full hour:

• 
  
  about 12 hours ago RT @rgeller: Future of #contentmarketing I would say relates to adaptive content and semantic tech#commschat
• about 12 hours ago RT @rgeller: Nice cross-channel#contentmarketing campaigns Coca Cola’s Content 2020, Google Zero Moment of Truth #commschat
• about 12 hours ago RT @CommsChat: RT @rgeller: Nice cross-channel #contentmarketing campaigns Coca Colas Content 2020, Google Zero Moment of Truth #commschat
• about 12 hours ago RT @rgeller: Future of #contentmarketing I would say relates to adaptive content and semantic tech#commschat
• about 12 hours ago and a big thanks to @mynewsdesk_uk for sponsoring. Well be back next week with more #commschat
• about 12 hours ago Thanks to @robonn, @commschat and everyone for joining in! #commschat
• about 12 hours ago RT @CommsChat: and a big thanks to@mynewsdesk_uk for sponsoring. We’ll be back next week with more #commschat
• about 12 hours ago We know who he means ; ) RT @CommsChat: and a big thanks to @mynewsk_uk for sponsoring. Well be back next week with more #commschat
• about 12 hours ago @CommsChat Thank you for organising. Sorry to be so late! @robonn #commschat
• about 12 hours ago Finally – a big apology to all for no site last week. all sorted & back up and running. CommsChat back in the land of the living. #commschat
• about 12 hours ago A5: Brands will become better and better at providing valuable content to all of their audiences and measuring the impact. #commschat
• about 12 hours ago and a big thanks to @mynewsk_uk for sponsoring. We’ll be back next week with more #commschat
• about 12 hours ago @robonn good forecast, & with that we’re at the top of the hour, which means finished for this week. Thanks to@robonn fr joining #commschat
• about 12 hours ago Future of #contentmarketing I would say relates to adaptive content and semantic tech #commschat
• about 12 hours ago RT @robonn: #commschat growth – driven by better understanding of editorially-driven ROI & by stronger inter-agency collaboration #commschat
• about 12 hours ago #commschat growth – driven by better understanding of editorially-driven ROI and also by stronger inter-agency collaboration
• about 12 hours ago RT @CommsChat: Topic 5 – OK, so let’s get the crystal ball out. Where lies the future for the content community?#commschat
• about 12 hours ago @rgeller @Communicatemag I think it depends on the strength of the company´s #marketing department.#commschat
• about 12 hours ago RT @rgeller: Nice cross-channel#contentmarketing campaigns Coca Colas Content 2020, Google Zero Moment of Truth –> good exampls #commschat
• about 12 hours ago @rgeller content marketing about content marketing! ; ) #commschat
• about 12 hours ago @CommsChat I reckon everything will become more integrated. #commschat
• about 12 hours ago #commschat not convinced distinctions between content mktng, brand journalism, transmedia storytelling et al are helpful
• about 12 hours ago RT @rgeller: Nice cross-channel#contentmarketing campaigns Coca Cola’s Content 2020, Google Zero Moment of Truth #commschat
• about 12 hours ago RT @rgeller: Nice cross-channel#contentmarketing campaigns Coca Colas Content 2020, Google Zero Moment of Truth #commschat
• about 12 hours ago Mass migration to tablet, greater personalisation, opening up of channels, cross-audience engagemnt? Where we going with content? #commschat
• about 12 hours ago “Content marketing” is a funny one as all marketing involves content! But term has come to refer to a set of tools and tactics. #commschat
• about 12 hours ago Nice cross-channel #contentmarketingcampaigns Coca Cola’s Content 2020, Google Zero Moment of Truth #commschat
• about 12 hours ago @PhilRumens @redluker It is great advice which I found hard to implement in real life. Any ideas as to how to do that? #commschat
• about 12 hours ago Topic 5 – OK, so in our last 7 minutes let’s get the crystal ball out. Where lies the future for the content community? #commschat
• about 12 hours ago @communicatemag Depends on organization, often sales driven #commschat
• about 12 hours ago RT @Dan_Martin: hard to get content seen b4 people move on to something else –> presumably advantg of digital – grtr permanence #commschat
• about 12 hours ago @ redluker Great advice for social media . Employees can promote a brand to the friends and followers they feel appropriate #commschat
• about 12 hours ago @aimee1986 could be. I think content is intrinsic part of marketing, revenue models etc.. No sure additional role is needed. #commschat
• about 13 hours ago @redluker Great advice for social media. Employees can promote a brand to the friends and followers they feel appropriate #commschat
• about 13 hours ago RT @Dan_Martin: @mynewsdesk_uk@CommsChat Things move fast so hard to get content seen before people move on to something else #commschat
• about 13 hours ago @rgeller but content marketing is being commissioned from somewhere. Is that from marketing or from PR? #commschat
• about 13 hours ago don’t forget the #tag @redluker – i retweeted it for you 😉 #commschat
• about 13 hours ago “Brand journalism” attempts to bring a new level of “independence” and quality to content from brands. They cover wider themes. #commschat
• about 13 hours ago RT @CommsChat: topic 4 what are the differences – brand journalism, content marketing, contract publishing? #commschat
• about 13 hours ago RT @redluker: eBay’s Euro Xmas PR activity has is starting with employee launches – helping spread word through ext interviews #commschat
• about 13 hours ago Content mktg is umbrella RT@mynewsdesk_uk: RT @CommsChat: what are differences brand journo, content mktg, contract publishing? #commschat
• about 13 hours ago RT @mynewsdesk_uk: …and PR? –> that’s good, @robonn, where are decisions coming from. PR or marketing? #commschat
• about 13 hours ago @CommsChat brands need editors so, for brands where that task is huge, then yes, CCO roles likely#commschat
• about 13 hours ago @mynewsdesk_uk @CommsChat Things move fast so hard to get content seen before people move on to something else #commschat
• about 13 hours ago RT @CommsChat: And other than the awarded work from @agencyseven I’m still hoping for some great examples of content? #commschat
• about 13 hours ago …and PR? #commschat
• about 13 hours ago And other than the awarded work from@agencyseven I’m still hoping for some great examples of content?#commschat
• about 13 hours ago RT @CommsChat: topic 4 what are the differences – brand journalism, content marketing, contract publishing? #commschat
• about 13 hours ago topic 4 what are the differences – brand journalism, content marketing, contract publishing? #commschat
• about 13 hours ago so topic 4 coming up, before we start take crystal ball and look to future (which will probably mean talking digital content) – #commschat
• about 13 hours ago RT @CommsChat: Any recruitment consultants out there tonight? Is CCO the next big job title #prjobs#commsjobs #contentjobs #commschat
• about 13 hours ago Kony 2012 was a great case study in how to promote content at scale. (Whether or not you aprove of the content and campaign.) #commschat
• about 13 hours ago RT @CommsChat The web is awash with blogs, videos, presentations, campaigns, etc, that have never been properly promoted #commschat
• about 13 hours ago Any recruitment consultants out there tonight? Is CCO the next big job title #prjobs #commsjobs #contentjobs#commschat
• about 13 hours ago think/research about the problems your stakeholders/customers/employees face each day then answer them with great content #commschat
• about 13 hours ago @Communicatemag Must start w/ recognition of content as its own thing, not PR or adaptation of copy; still lacking even that. #commschat
• about 13 hours ago RT @mynewsdesk_uk: the web is awash with blogs, videos, presentations, campaigns, etc, that have never been properly promoted #commschat
• about 13 hours ago RT @CommsChat: So, can we have some good examples of content from this year. Particularly those that worked across channels #commschat
• about 13 hours ago RT @rgeller: Hire CCO –> Are we set for a growth of Chief Content Officers within companies? Are they the new community managrs? #commschat
• about 13 hours ago So, can we have some good examples of content from this year. Particularly those that worked across channels#commschat
• about 13 hours ago @CommsChat @dan_martin the web is awash with blogs, videos, presentations, campaigns, etc, that have never been properly promoted #commschat
• about 13 hours ago Great Q; recognize it hire CCO RT@Communicatemag: @rgeller @CrystalSteeves @StoryHouse1 So how can co.s break down those silos? #commschat
• about 13 hours ago RT @robonn: video, audio, email, blogs, magazines, mobile, tablet…find story for audience then let channels play to strengths #commschat
• about 13 hours ago @rgeller @CrystalSteeves @StoryHouse1 So how can companies break down those silos? & is that why eg Sainsburys win, cos they have #commschat
• about 13 hours ago People rightly emphasising relevance. Digital gives you insight into how audiences respond to different types of content. #commschat
• about 13 hours ago RT @CommsChat: RT @redluker: Creating content is now all about personalisation and relevance – the audience has the power #commschat
• about 13 hours ago The most important customers are your employees – without them engaged and acting as brand advocates a company will fail #commschat
• about 13 hours ago video, audio, email, blogs, magazines, mobile, tablet… find the story for audience, then let each channel play to strengths #commschat
• about 13 hours ago @Dan_Martin @mynewsdesk_uk Are companies not promoting enough the content they produce? wasted assets, surely? #commschat
• about 13 hours ago @redluker do you have any examples of external & internal comms working in hand in hand? good to share#commschat
• about 13 hours ago RT @mynewsdesk_uk If only biz put as much effort into promoting, seeding, optimising, pitching content as do into creating it. #commschat
• about 13 hours ago @PhilRumens @Communicatemag agreed! – see subsequent reply on that pt #commschat
• about 13 hours ago Agree its siloed largely RT @CrystalSteeves: Yes.Just so RT @StoryHouse1: Still hard to get clients to assign budget for content #commschat
• about 13 hours ago RT @redluker: Creating content is now all about personalisation and relevance – the audience has the power#commschat
• about 13 hours ago OK, so concept of content as product is old skool mindset. Do I need to think beyond concept of product?#commschat
• about 13 hours ago @Communicatemag @robonn Doesn’t content need to be tailored to the medium? #commschat
• about 13 hours ago @Communicatemag not about product, about content; content that can be expressed in diff ways/places. still room for nuance #commschat
• about 13 hours ago Yes. Just so. RT @StoryHouse1: Still hard to get clients to assign budget specifically for content. Most see it as copy or PR #commschat
• about 13 hours ago Yes. Just so. RT @StoryHouse1: Still hard to get clients to assign budget specifically for content. Most see it as copy or PR #commschat
• about 13 hours ago RT @redluker: Audiences both external and internal now blur into one – PR and employee Comms teams never worked so hand in hand #commschat
• about 13 hours ago @robonn but content is so personalised. Can u really be all things to eg customers, staff, press, investors with single product #commschat
• about 13 hours ago Topic 2, or is created content having to take into account the converging of audiences, and if so how? #commschat
• about 13 hours ago @Communicatemag being a media owner is about the audience, full stop. Create content for them 1st, other distinctions come later #commschat
• about 13 hours ago Audiences both external and internal now blur into one – PR and employee Comms teams have never worked so hand in hand #commschat
• about 13 hours ago RT @redluker: Creating content is now all about personalisation and relevance – the audience has the power#commschat
• about 13 hours ago RT @redluker: Creating content is now all about personalisation and relevance – the audience has the power#commschat
• about 13 hours ago Well, with that question lets look at audiences for topic 2. Is customer coming to fore, or is internal still as strong?#commschat
• about 13 hours ago @StoryHouse1 real shame when this happens. Content Mktng is highly accountable. We need more heroes, liek Red Bull #commschat
• about 13 hours ago @redluker agreed – collaboration is key to modern content mktng. with clients, with other agencies, with everyone! #commschat
• about 13 hours ago RT @StoryHouse1: Still hard to get clients to assign budget specifically for content. Most see it as copy or PR#commschat
• about 13 hours ago RT @StoryHouse1: Still hard to get clients to assign budget specifically for content. Most see it as copy or PR#commschat
• about 13 hours ago Used to be 2 types of content – one for internal audiences, one for customers. Are audience distinctions becoming blurred #commschat
• about 13 hours ago RT @CommsChat: Has the increased importance of ‘content’ led to increased budgets from marketing depts #commschat
• about 13 hours ago Still hard to get clients to assign budget specifically for content. Most see it as copy or PR #commschat
• about 13 hours ago @aimee1986 get help! Be practical – have a plan, assess what you can do inhouse and what you need support on. Don’t wing it! #commschat
• about 13 hours ago If only companies put as much effort into promoting, seeding, optimising & pitching their content as they do into creating it… #commschat
• about 13 hours ago RT @CommsChat: RT @redluker: Creating content is now all about personalisation and relevance – the audience has the power #commschat
• about 13 hours ago RT @redluker: Inhouse Comms teams now creating their own content teams – agencies need to become extensions not simply providers #commschat
• about 13 hours ago @CommsChat definitely. although paid and owned complement one another, owned is certainly taking money from paid #commschat
• about 13 hours ago @robonn what is your solution robin ? 🙂 good that clients understand the problem!! #commschat
• about 13 hours ago RT @robonn: biggest hurdle were hearing is the practicalities of delivering great multi-channel content over time –> pls expand #commschat
• about 13 hours ago In house Comms teams are now creating their own content teams – agencies need to become extensions not simply providers #commschat
• about 13 hours ago @CommsChat the strategy is around what we call a ‘single view of content’ – creating for your audience, across all channels #commschat
• about 13 hours ago so do ppl thing that the ‘content industry’ has grown up? Is it competing more for budget from eg ad agencies,other digital spend #commschat
• about 13 hours ago RT @robonn: biggest hurdle were hearing is the practicalities of delivering great multi-channel content over time#commschat
• about 13 hours ago with urgency to produce content I think for many the planning element gets bypassed/rushed, agree with@mynewsdesk_uk :planning #commschat
• about 13 hours ago biggest hurdle we’re hearing is the practicalities of delivering great multi-channel content over time #commschat
• about 13 hours ago RT @mynewsdesk_uk: RT @CommsChat: Has the increased importance of content led to increased budgets from marketing depts #commschat
• about 13 hours ago @robonn it certainly seems more strategic thought goes into content projects – customer mags, in-house journals, etc. #commschat
• about 13 hours ago RT @redluker: Creating content is now all about personalisation and relevance – the audience has the power#commschat
• about 13 hours ago lots more clients are coming to us with a clear idea that they need a content strategy. now they need advice about HOW to do it #commschat
• about 13 hours ago RT @robonn: maybe people now appreciate the difference between copy and content, particularly now multi-channel-ness is assumed #commschat
• about 13 hours ago RT @CommsChat: Has the increased importance of content led to increased budgets from marketing depts #commschat
• about 13 hours ago @CommsChat it is about getting everyone in the organisation to contribute to content! #commschat
• about 13 hours ago @CommsChat yep increased budget and headcounts to help with content led projects but also in some businesses … #commschat
• about 13 hours ago RT @redluker: Creating content is now all about personalisation and relevance – the audience has the power#commschat
• about 13 hours ago maybe people now appreciate the difference between copy and content, particularly now the multi-channel-ness is assumed #commschat
• about 13 hours ago Has the increased importance of ‘content’ led to increased budgets from marketing depts #commschat
• about 13 hours ago Creating content is now all about personalisation and relevance – the audience has the power#commschat
• about 13 hours ago Customer magazines are now “content marketing”! But fair enough really. Digital shouldn’t have a monopoly on sexy new terms. #commschat
• about 13 hours ago Hi @TIG_HQ thanks for joining in – please use the #tag though, then we can all see your thoughts. How do you think it’s changed #commschat
• about 13 hours ago The word content was used much less back then, how do people feel it’s changed #commschat
• about 13 hours ago @CommsChat you went for the wine rather than the tea then… #commschat
• about 13 hours ago Wow, that’s a fair haul. We wrote about Seven way back in our first or second issue. in 2008 #commschat
• about 13 hours ago Quality rather than quantity (hopefully), but the key with content is knowing why you are creating it. What will it do for you? #commschat
• about 13 hours ago whoops the last two tweets from the wrong account. #commschat
• about 13 hours ago Hi Aimee, Hi Adam. That’s the A’s taken care of. presumably you guys at Mynewsdesk are focusing on pushing out content non-stop #commschat
• about 13 hours ago @CommsChat and finally a Highly commended: Best use of illustration: A User’s Guide to Nanotechnology, Nanochannels, The Guardian #commschat
• about 13 hours ago “Content marketing” as a phrase is all the rage. But only some of what it encompasses is actually new. #commschat
• about 13 hours ago @CommsChat also Best consumer publication (membership): Heritage Today, English Heritage #commschat
• about 13 hours ago @CommsChat also Best integrated marketing solution of the year (consumer): again for Sainsbury’s Little ones#commschat
• about 13 hours ago @CommsChat well, firstly, Best overall winner – Grand Prix Award: Sainsbury’s Little ones #commschat
• about 13 hours ago RT @Communicatemag: Topic 1 – Has content marketing increased in prominence in recent years? #commschat
• about 13 hours ago Hi all. Adam here, tweeting from behind the red square. Looking forward to talking about the power of content!#commschat
• about 13 hours ago RT @Communicatemag: and while @robonn is writing down the long list from last week, I’ll introduce our first topic. #commschat
• about 13 hours ago Topic 1 – Has content marketing increased in prominence in recent years? #commschat
• about 13 hours ago and while @robonn is writing down the long list from last week, I’ll introduce our first topic. #commschat
• about 13 hours ago so, a big hello to @robonn and big congratulations to @agencyseven What were your awards for?#commschat
• about 13 hours ago and saying that, I’m Andrew, publisher of Communicate magazine @communicatemag #commschat
• about 13 hours ago Please join in with thoughts and comments on#contentmarketing but remember its alsways polite to introduce yourseld first #commschat
• about 13 hours ago tonight we’re joined by @robonn from@agencyseven Big winners in last week’s #CMAawards, organised by @the_cma #commschat
• about 13 hours ago RT @CommsChat: it’s Monday, it’s 8pm (UK time). So it must be time for this week’s #commschat
• about 13 hours ago it’s Monday, it’s 8pm (UK time). So it must be time for this week’s #commschat

See what others are talking about "Brittany Golob"

: #CommsChat, agencies, Awards, brand, Content, content marketing, Digital, journalism, Marketing, online comms, Transcript