How to create great content and have a good traffic, too. Lessons from Vice, CNN and Eurosport @ ICEEfest. - UPGRADE 100 News
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How to create great content and have a good traffic, too. Lessons from Vice, CNN and Eurosport @ ICEEfest.

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We are in tech era but top international publishers came to ICEEfest and insisted that human creativity is the # 1 factor of their success.

VICE, Eurosport and CNN‘s presentations had one thing in common: when you’re telling your story, be creative – they said!

VICE: the No. 1 youth media company in the world

Vice is a 23 year startup and we’ve had about 15 bad years“, said Mark Adams in the beginning of his presentation at ICEEfest.

Head of Innovation @ VICE, Mark explained in his speech what changed in the past 8 years, as the platform has grown into becoming one of the biggest media companies worldwide.

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Everybody told us that young people are not interested in the news. Not true. They care about news but they don’t trust any news source“, pointed out Mark.

  • Offers stories you can not get elsewhere
  • Provides a different perspective
  • Don’t fake it, go for real, be creative

These are the key points to observe if you want your audience to trust you. These and 20+ hours of quality digital video/ day that helped VICE gather 2.5 billion YouTube views last year.

Mark’s complete ICEEfest presentation below:

Eurosport: about sharing the passion

For the past 18 months, with some help from Discovery, Eurosport bought 60+ rights and created 8 local versions.

It became “home of the Olympics” but the real transformation is that now Eurosport is trying to be more and more a fan-centric brand.

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How can we reinvent our storytelling? There are 4 main guidelines: extensive coverage, be immersive, local and edgy“, said Arnaud Simon during his talk.

Senior VP Content&Production @ Eurosport, Arnaud talked about “the tools” that can help you be more creative:

  • Fight for your exclusivity
  • Try to be unique
  • Don’t forget to bring emotion

This is Arnaud Simon @ ICEEfest, interviewed by Cosmin Stan:

CNN: Telling the story in a creative way

Quality content creates quality data” thinks Rob Bradley. Global Director of Digital Advertising Revenue and Data @ CNN, Rob is convinced that the people must be the center of the universe in storytelling.

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Tech innovations are often regarded as the engine of a performing newsroom. Rob Bradley said that the roles should be inverted: “if we let the technology to do its job, that allows humans to be creative“.

Remember this, for a successful creative process:

  • ask yourself what’s unique about your story
  • you’re targeting people, not some data
  • try to humanized the story

Discover the complete presentation of Rob Bradley below:

How can you get access?

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For other great keynotes from ICEEfest ’16, please check out ICEE Academy. We’re working hard to upload the best of them (almost) every day now… so stay tuned!