Many great brands have used rich, relevant content to reach out to and build relationships with their customers for years, but content marketing is now more powerful than ever before, writes DIANE CHARTON, managing director at Red and Yellow.
Consider, for example, that Tesco magazine produced by the UK supermarket chain Tesco last year eclipsed the Sun as the most read print publication in the UK. Closer to home, there are many consumer magazines who would love to reach as many people as do the likes of Woolworths and Edgars with their brand publications.
There are many reasons for this shift in the market. One of them is that independent publishers are battling to monetise their content as the world moves online. Marketers have stepped into the gap, seeing it as an opportunity to forge better relationships with their customers and to influence consumers.
Changing consumer behaviour is another factor. Customers want more direct engagement with brands they love and companies they trust, hence they’re open to interacting with brand content if it is useful and entertaining.
With the resources to create high-production value content at their disposal, big brands are often happy to oblige.
But brands that want to ensure that their content is valuable to customers need to think like publishers and not just like marketers. In fact, they should perhaps replace the buzz phrase “content marketing”” in their strategies with the term “”content thinking””.
This implies a few things. The first point is that marketers should be thinking about their content from the point of view of their customers and not just from the perspective of their in-house goals and KPIs. Any attempt to hawk some goods sitting in a warehouse through a naked sales pitch will destroy consumer trust in the brand’s content, for example.
That means marketers should use their content to build a narrative that spans the customer’s needs and how the brand answers to them. Content marketing is about telling a story, not concluding a transaction. It should be about creating a brand experience that is meaningful in the customer’s life – it must be relevant to the brand and to the customer to ring true to customers.
Content must also be timely and high quality. It should evolve over time to keep customers coming back. In print, there should be continual building of fresh content on established themes: online, it should be constantly added to and refreshed to keep consumers coming back.
Though consumers won’t expect it to be independent and unbiased, they will expect it to be transparent, honest and free of brand hyperbole. The brand’s own content should ideally be complemented with curated content from other sources and perhaps content produced by independent writers. It’s about weaving a brand experience, not simply doing a hard sell.
Red Bull, with its many publishing ventures and marketing events, all integrated with its brand image and advertising, is one example of a brand that gets content marketing right. When it launches a campaign like Red Bull Stratos, we believe in it because it is perfectly aligned with the brand.
In South Africa, some of our food brands do a great job, including Woolworths with Taste Magazine and Knorr with the online and offline elements of What’s for Dinner? Robertsons is another example – it gets great leverage from its Masterchef sponsorship, blog, recipes, and TV ads (infomercials as much as advertising) by speaking directly to the needs of its customers.
And customers, in the end, are what successful content thinking is all about. Marketers need to understand the people they are talking to and then create the content that speaks to their requirements and desires. If content is done really well, it becomes part of a brand experience that sets one brand apart from another when their products and services are very similar.
* Image courtesy of Shutterstock.com
* Follow Gadget on Twitter on @GadgetZA
Prepare for deepfake impact
Is the world as we know it ready for the real impact of deepfake? CAREY VAN VLAANDEREN, CEO at ESET SA, digs deeper
Deepfake technology is rapidly becoming easier and quicker to create and it’s opening a door into a new form of cybercrime. Although it’s still mostly seen as relatively harmful or even humorous, this craze could take a more sinister turn in the future and be at the heart of political scandals, cybercrime, or even unimaginable concepts involving fake videos. And it won’t be just public figures that bear the brunt.
A deepfake is the technique of human-image synthesis based on artificial intelligence to create fake content either from scratch or using existing video designed to replicate the look and sound of a real human. Such videos can look incredibly real and currently many of these videos involve celebrities or public figures saying something outrageous or untrue.
New research shows a huge increase in the creation of deepfake videos, with the number online almost doubling in the last nine months alone. Deepfakes are increasing in quality at a swift rate, too. This video showing Bill Hader morphing effortlessly between Tom Cruise and Seth Rogan is just one example of how authentic these videos are looking, as well as sounding. If you search YouTube for the term ‘deepfake’ it will make you realise we are viewing the tip of the iceberg as to what is to come.
In fact, we have already seen deepfake technology used for fraud, where a deepfaked voice was reportedly used to scam a CEO out of a large sum of cash. It is believed the CEO of an unnamed UK firm thought he was on the phone to his boss and followed the orders to immediately transfer €220,000 (roughly US$244,000) to a Hungarian supplier’s bank account. If it was this easy to influence someone by just asking them to do it over the phone, then surely we will need better security in place to mitigate this threat.
Fooling the naked eye
We have also seen apps making DeepNudes where apps were able to turn any clothed person into a topless photo in seconds. Although, luckily, this particular app has now been taken offline, what if this comes back in another form with a vengeance and is able to create convincingly authentic-looking video?
There is also evidence that the production of these videos is becoming a lucrative business especially in the pornography industry. The BBC says “96% of these videos are of female celebrities having their likenesses swapped into sexually explicit videos – without their knowledge or consent”.
A recent Californian bill has taken a leap of faith and made it illegal to create a pornographic deepfake of someone without their consent with a penalty of up to $150,000. But chances are that no legislation will be enough to deter some people from fabricating the videos.
To be sure, an article from The Economist discusses that in order to make a convincing enough deepfake you would need a serious amount of video footage and/or voice recordings in order to make even a short deepfake clip.
Having said that, In the not-too-distant future, it may be entirely possible to take just a few short Instagram stories to create a deepfake that is believed by the majority of their followers online or by anyone else who knows them. We may see some unimaginable videos appearing of people closer to home – the boss, our colleagues, our peers, our family. Additionally, deepfakes may also be used for bullying in schools, the office or even further afield.
Furthermore, cybercriminals will definitely use such technology to spearphish victims. Deepfakes keep getting cheaper to create and become near-impossible to detect with the human eye alone. As a result, alt that fakery could very easily muddy the water between fact and fiction, which in turn could force us to not trust anything – even when presented with what our senses are telling us to believe.
Heading off the very real threat
So, what can be done to prepare us for this threat? First, we need to better educate people that deepfakes exist, how they work and the potential damage they can cause. We will all need to learn to treat even the most realistic videos we see that they could be a total fabrication.
Secondly, technology desperately needs to develop better detection of deepfakes. There is already research going into it, but it’s nowhere near where it should be yet. Although machine learning is at the heart of creating them in the first place, there needs to be something in place that acts as the antidote being able to detect them without relying on human eyes alone.
Finally, social media platforms need to realize there is a huge potential threat with the impact of deepfakes because when you mix a shocking video with social media, the outcome tends to spread very rapidly and potentially could have a detrimental impact on society.
A career in data science – or your money back
The Explore Data Science Academy is offering high demand skills courses – and guarantees employment for trainees
The Explore Data Science Academy (EDSA) has announced several new courses in 2020 that it says will radically change the shape of data science education in South Africa.
Comprising Data Science, Data Engineering, Data Analytics and Machine Learning, each six-month course provides vital digital skills that are in high demand in the market place. The full time, fully immersive courses each cost R60 000 including VAT.
The courses are differentiated from any other available by the fact that EDSA has introduced a money back promise if it cannot place the candidate in a job within six months of graduation and at a minimum annual starting salary of R240 000.
“For South Africans with drive and aptitude, this is the perfect opportunity to launch a career in what has been called the sexiest career of the 21stcentury,” says Explore founder Shaun Dippnall.
Dippnall and his team are betting on the explosive demand for data science skills locally and globally.
“There is a massive supply-demand gap in the area of data science and our universities and colleges are struggling to keep up with the rapid growth and changing nature of specific digital skills being demanded by companies.
“We are offering specifically a work ready opportunity in a highly skills deficient sector, and one which guarantees employment thereafter.”
The latter is particularly pertinent to young South Africans – a segment which currently faces a 30 percent unemployment rate.
“If you have skills in either Data Science, Data Engineering, Data Analytics or Machine Learning, you will find work locally, even globally. We’re confident of that,” says Dippnall.
EDSA is part of the larger Explore organisation and has for the past two years offered young people an opportunity to be trained as data scientists and embark on careers in a fast-growing sector of the economy.
In its first year of operation, EDSA trained 100 learners as data scientists in a fully sponsored, full-time 12-month course. In year two, this number increased to 400.
“Because we are connected with hundreds of employers and have an excellent understanding of the skills they need, our current placement rate is over 90 percent of the students we’ve taught,” Dippnall says. “These learners can earn an average of R360 000 annually, hence our offer of your money back if there is no employment at a minimum annual salary of R240k within six months.
“With one of the highest youth unemployment rates in the world – recently announced as a national emergency by the President – it is important that institutions teach skills that are in demand and where learners can earn a healthy living afterwards.”
There are qualifying criteria, however. Candidates need to live in close proximity (within one hour commuting distance), or be prepared to live, in either Johannesburg or Cape Town, and need to be between the ages of 18 and 55.
“Our application process is very tough. We’ll test for aptitude and attitude using the qualifying framework we’ve built over the years. If you’re smart enough, you’ll be accepted,” says Dippnall.
To find out more, visit http://www.explore-datascience.net.