Last Wednesday Hunterlodge launched its content offering to a packed room at the IPA. ‘Content with bite’ brought together industry experts and creators to discuss trends, best practice and what’s next for the content industry.
Simon King, aka the Hairy Biker, shared how he has turned his passions into a profession and diversified the Hairy Bikers’ brand along the way. He told us: “We have a cooperative of people around us – we get experts in that are better at some aspects than we are. If you create excellence, everything else follows.” His one piece of advice to brands setting off on their content journey? “Tell your story and tell it honestly. It’s dead simple: people like to know things – be emotive, be honest and clear.”
Catherine Maskell, MD of the Content Marketing Association (CMA), talked about the trends she has seen in both membership and award entries over the last four years. “Brands are bolstering their inhouse teams, but knowing when to be objective and to outsource key skills is crucial to successful campaigns,” she explained. 2019 saw many new awards categories for the CMA and Catherine encouraged brands to be brave and try something new.
Katherine Punch, Hunterlodge’s Business Development Director, challenged brands to be very clear about what is and isn’t content and shared Hunterlodge’s litmus test for telling the difference.
Sarah Miles, Hunterlodge’s Head of Content, let the audience in on her 12 steps to creating content with bite and told the story of violinist Joshua Bell playing in a metro station versus Symphony Hall to illustrate that context is vital to ensure brands land the right message, in the right place, at the right time, to the right audience.
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