what are the challenges for brands in 2022?

What is the All for Content fair?

Patrick Thuot: The mission of the All for Content exhibition is to show the contents of the brand in all its aspects: Brand Content, Content Marketing, Inbound marketing … It is the largest event in France that deals with the contents of the brands intended for the communication of advertisers as well as that of institutions and the media.

What is its purpose?

Patrick Thuot: All for Content was born from the observation of a growing need for content players to meet and discuss Brand Content issues. Exhibitors offer brands in search of increasingly effective content, new technological solutions (web3, NFT, Metavers, podcasts, videos, immersive content, etc.) and original marketing knowledge.

Can you tell us the program of the show? What will its highlights be?

Patrick Thuot: During these two days, the public will be able to participate in 25 strategic conferences and workshops on practical solutions and meet 70 exhibitors.

This edition will also see the creation of two new features:

  • The Content’Innovations evening during which 9 trophies will be awarded for technological initiatives (audio, video, immersive, press, etc.)
  • A Media Brand Content village where 12 media will propose theirs best practices brands to enhance their brand content.

What do you think are the new “content” trends this year?

Daniel Bo: Several trends have emerged this year.

  • The development of CSR content, with the risk of falling into stereotyped content
  • Product content that helps you choose and use products in e-commerce and elsewhere
  • Employer brand content at a time when the battle to recruit employees is intensifying
  • Engaging content and digital screens
  • The development of content factories allowing the industrialization of content production
  • The development of PIM (product information management) and DAM (Digital Asset Management) software to manage the hosting and distribution of content databases
  • Video content, QR code content, training materials, webinar content including slidecasts, podcasts, etc.
  • Content produced by advertising agencies and the media (media brand content)

I will illustrate some of these trends during my speech at the opening of the exhibition May 17th at 9:00 am

What is your vision of the content market? Do you have any data to share with us?

Daniel Bo: In October 2018, Xavier Guillon estimated the share of content funded by communications departments at € 3.5 billion. A growth of 20% compared to 2017. This figure therefore does not take into account the contents produced internally by the teams, the contents produced by services other than communication-marketing or the share of funding external to the communication department. The branded content market remains difficult to assess because it is only partially outsourced.

What is good content?

Daniel Bo: The brand must have editorial ambition and sincere involvement in its content because editorial quality is indicative of the brand as a whole.

The trademark must:

  • Innovating because it is a compensating force: aims to break new ground through the exploration of new practices, new themes and talents. Being a leader in your cultural field requires a research attitude, off the beaten track.
  • Attend a function : offer the consumer real use value (discover products, find ideas, be amazed, exchange with other users, be able to influence the development of products and services, etc.)

What are the best practices to follow?

Daniel Bo: Content is only valuable if it is exciting. The first criterion is to see if the territory can generate exciting, enchanting, magical contents. A rich and consistent territory must be selected. What is exciting for the editorial team is likely to be perceived as exciting by the public. It is a question of finding subjects, angles, methods of treatment that animate the public. You have to be very attentive to the cultural trends of the world to choose a territory that resonates with today’s world. Hence the interest in starting by making an observatory of its theme to appreciate the generating potential of the territory.

All too often, brands are in a hellish race: they strive to produce up to four or five pieces of content a day to feed the ogres of Google and Facebook. As Carine Negroni, editorial manager of Leroy Merlin pointed out at the IREP 2018 conference, we see aberrations. Like this American toilet paper brand that has produced more than 2,000 pieces of content to date! His advice: look at the performance of your content, optimize it and update it, even if it may seem less rewarding than creating new ones.

Among the solutions to avoid the abusive production of content:

  • rework the content or create nuggets of content, which take up the space
  • produce and distribute content only when you have something to say
  • choose interesting themes and editorial approaches with high added value
  • working on the reuse of the same – interesting – contained in various forms, rather than disperse it.

In the age of infobesity, how can content creators stand out?

Daniel Bo: At a time when content is proliferating, focusing on quality and targeting are necessary but not sufficient conditions: we must move from sites dedicated to building a true media ecosystem and increase distribution.

The controversial article Shock contentby Mark Schaefferwarns of the risks of content inflation in relation to the time available:

  • the free offer grows exponentially;
  • consumption capacity is limited.

To become essential it is necessary to focus on added value and originality. Relevant, useful, fair, sincere, even funny or artistic content naturally has a better chance of finding its audience. In a competition that has become thematic, specialization and targeting are part of the answer: there are many niches to conquer.

Finally, isolated contents have little chance of emerging, hence the importance of linking them through the same strategic approach.

What strategies work?

Daniel Bo: In the early days of the internet, brands developed dedicated content sites that tried to generate traffic, often in vain. Why not be hosted by the major media instead? This is the multimedia content of the brand.

Bringing your brand to life online doesn’t mean favoring one channel over another. It’s about rethinking how all channels can interact and complement each other, building a brand ecosystem across a range of digital channels. This is the only way to take into account the complexity of multimedia networks. This multiplied and dispersed presence marries the multimedia logic. The content, published in multiple formats, circulates easily and multiplies the points of access to the brand. The diffusion then works like a pool table. When you hit a ball, you first aim for the edges it will hit and so on. There is a convergence and a media echo chamber there. But this discipline remains complex.

As Joe Pulizzi says, an American company uses on average 17 means of distribution (blogs, newsletters, podcasts, tweets,…) and the number of channels is increasing every day. His recommendation is to maintain a primary referral channel.

The media know how to promote themselves: posters, trailers, excerpts, invited spokespersons from other media, partnerships, cross-promotion, etc. It is up to the brands to follow the same path by sampling or enhancing their content. To amplify the distribution of their content, brands can use different accelerators. For several years, sharing sites have been offering ” linked videos », Brand Paid Content Suggestions. Internet advertising (Screen) lends itself to the promotion of brand content operations. As for native advertisingallows advertisers to distribute content directly within major media.

What are the particularly successful cases that have caught your attention in recent months?

Daniel Bo: The best cases are the long-term ones. In a videoconferenceI cite ten notable cases: Havana Club, Moulinex, Thermomix, Dyson, Apple, Michel and Augustin, Decathlon, Heineken, Absolut and Louis Vuitton.

To find out all about the content trends to follow in 2022, come to the All for Content fair on 17 and 18 May 2022 at the New Cap Event Center (Paris XV).

Maddyness, media partner of the show All for Content

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