“People hate ads but love content” has become a very annoying expression for everybody involved in advertising.
And that’s because a good question appears: how can we define content in advertising? And then, how hard is to create not every content but a quality one?
Avoid the one way communication ad!
“Content isn’t only social media, newsletters, website articles, blogs and infographics. It can also be TV, radio commercials, print ads and BTL promotions“, said Mark Aris.
- Any communication material has the potential to become content
- Content is something that somebody enjoys watching and consuming
But, most important – “consumers want a communication that is relevant to them. Something with which they can identify themself“, added Mark.
How do you transform a piece of advertising into content?
Vangelis Davitidis (Creative Director & Co-founder 4WiseMonkeys), joined Mark Aris at the stage to present their “7 wise tips” in order to obtain a good content in advertising based on a 2 way dialogue.
With 30+ major national and international advertising awards in less than 2 years, Mark and Vangelis came with some of their successful campaigns to exemplify each and every of the tips below:
- Create engaging work that gives you butterflies
- Know your shit
- Say goodbye to your comfort zone
- Get consumers involved
- Ensure local relevance
- Ride existing waves
- Make every second count
Of course, some of the words above might give you headaches just like the quote from the beginning of the article 🙂
But remember that these words comes from the people working in an agency with an impressive portfolio of global and local clients like Mondelez, Carlsberg Group, Nissan and Coca Cola Hellenic.
Case studies and why you have to ask yourself if your content is “Wow, Insightful, Strategically relevant and Easy” in the presentation underneath:
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