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
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Triggerfish launches free digital learning Academy online
Platform designed for anyone wanting to understand more about career opportunities in animation.
Triggerfish, in partnership with Goethe-Institut and the German Federal Ministry of Economic Cooperation and Development, has launched Triggerfish Academy, a free digital learning platform for anyone wanting to understand more about the career opportunities and how to get started in the field of animation.
The website features 25 free video tutorials, quizzes and animation exercises introducing animation as a career and the principles of storytelling, storyboarding and animation, as well as several additional resources to help guide aspiring animators into a career in animation.
“The South African animation industry is growing – and so is the demand for skilled animators globally,” said Noemie Njangiru, head of Culture and Development at Goethe-Institut Johannesburg, pointing to the success of recent Triggerfish projects like the Oscar-nominated Revolting Rhymes; Mama K’s Team 4, recently announced by Netflix as their first original animated series from Africa; and this year’s New York Children’s Festival and Shanghai International Film and TV Festival winner Zog.
Njangiru also highlighted the opportunities for animation outside the traditional film industry, within fields like advertising, app and web design, architecture, engineering, gaming, industrial design, medicine, and the motor industry, not to mention growth sectors like augmented reality and virtual reality.
The course was created by Tim Argall, currently the animation director on Triggerfish’s third feature film, Seal Team. He’s roped in many of the South African animation industry’s brightest stars, from Malcolm Wope, character designer on Mama K’s Team 4, and Annike Pienaar, now working at Illumination in Paris on Sing 2, to Daniel Snaddon, co-director of the multi-award-winning BBC adaptations Stick Man and Zog, and Faghrie Coenraad, lead dressing and finaling artist on the Oscar-nominated Revolting Rhymes, as well as Triggerfish head of production Mike Buckland. The featured talent share not just their skills but also their stories, from how they broke the news they wanted to be animators to their parents, to common myths about the animation industry.
“As kids, animation is part of our lives, so we don’t really think about the idea that animation is actually somebody’s job,” said Argall. “When I was a kid, I loved animation and I loved to draw. I remember when I was about 12, I thought: ‘I really want to see my drawings come to life. I want to be an animator.’ But I had no idea where to even begin.”
Triggerfish Academy is his attempt to make it easier for the next generation of African animators: an accessible starter kit for anyone considering a career in animation.
“By the end of working through this course, you’ll have all the background you need to know whether animation is a good choice for your career,” said Njangiru.
Aspiring animators can also use Triggerfish Academyto learn how to write and animate their own short story, then post their animation on the Academy’s Facebook group for feedback and advice from professional animators.
Triggerfish Academy is set up so that youth can play with it directly, but it’s also been designed to double as an activity plan for teachers, NGOs and after school programmes to use. Schools, organisations and other animation studios who are interested in using it can contact Triggerfish for additional free classroom resources.
Triggerfish Academy is just one of a number of Triggerfish initiatives to train and diversify the next generation of African animators, like sponsoring bursaries to The Animation School; the Mama K’s Team 4 Writers Lab with Netflix; the pan-African Triggerfish Story Lab, supported by The Walt Disney Company and the Department of Trade and Industry; Animate Africa webinars; Draw For Life; and the Triggerfish Foundation schools outreach programme. For more information, visit www.triggerfish.com/academy.
Dell aims to unlock tech for start-ups
The upcoming Dell Technologies Forum in Johannesburg will show that cost and scale are no longer barriers for a mid-size businesses to adopt enterprise-grade tech
Today’s medium-sized companies enjoy reinvigorated access to business technology. The powerful systems that raised the game of enterprises are now also open to smaller, agile, start-up and niche businesses.
“When you look at medium and start-up businesses, those companies have very similar needs to a large company, but not necessarily the internal resources to always pull it off,” said Sabine Dedering, Regional Sales Director at Dell Technologies South Africa. “Dell Technologies worldwide has a lot of focus on the medium business. This includes South Africa, where we established a dedicated medium business team about a year ago.”
Medium-sized businesses – internationally defined as those typically between 100 and 1,000 IT users – do not necessarily have smaller IT footprints than their enterprise peers. Some manage large and complicated accounts or service enormous user-bases among their customers. In the big picture, they deal with the same complex market demands that the large players do, but until recently often had to make do with much less in access to technology due to constrained resources such as limited IT teams and budgets.
This balance shifted dramatically with the advent of cloud, scalable services and hyper-converged infrastructure. Yet despite the doors opening, the traditional gatekeepers – other vendors and their partners – still habitually focus on enterprise players. It undermines the new possibilities technology can offer to medium businesses, a world that often marchesto the beat of its own drums.
“These are not small customers,” said Dedering. “Sometimes they are market leaders in a specific niche. But they don’t have thousands of people. You get your traditional companies that may have a few hundred employees. They provide a certain service on a regional basis or in a niche market and might never grow much beyond that because that’s what they do really well.”
Everyday everyone faces the same thing: Challenges. With support from Dell Technologies, those Medium business and start-up customers can prevent work disruptions, streamline operations, and increase productivity, using scalable, fast technology optimised for the way their business works.
Ambitions to use modern enterprise-grade technologies can be purely functional, such as hunting for efficiencies and streamlining processes. But they can also include the adoption of emerging technologies such as machine learning, mobile workforces, predictive analytics, real-time data, Internet of Things (IoT), automation and active business continuity. These capabilities are available because their services are able to fit the mould of the business, instead of traditional monolithic technology systems that dictate cost and availability.
Accessing tech’s best
But just because the technology is more accessible doesn’t make its adoption seamless. That still requires a business-first view and as such a reliable partner. As mentioned earlier, too many vendor ecosystems obsess over large enterprises. But Dell Technologies has seen the demand from medium businesses and is actively meeting them on their terms.
This can be put to the test: there will be a stand dedicated to medium businesses at the upcoming Dell Technologies Forum in Johannesburg. Visitors will be able to meet Sabine Dedering and her team:
“First and foremost, we will have a chat and understand their business requirements. Then we will connect them with the experts at the Forum and showcase the different technologies available that could be relevant to them. For us, the main focus will be to understand our medium business customers, understand their business and how our expertise can help transform their business. We explore what types of services we can wrap around their requirements to make it easier for them to leverage technology the way other bigger companies may be.”
Finance is part of this conversation: Dell Technologies is pioneering a number of finance models that are very flexible and customised around customers’ cash flow.
Medium-sized businesses don’t need different technologies than what enterprises use. Nor are they excluded anymore: the barriers of costs, complexity and scale have collapsedto open the market, aligning to the limited resources that medium-sized companies have to manage. Every business has its own unique requirements.
* Dedering and her team will be at the Medium Business stand, hosted at the Dell Technologies Forum on 27 June, at the Sandton Convention Centre. Attendance is free but attendees must register beforehand at https://www.delltechnologies.com/en-za/events/forum2019/Johannesburg/index.htm.