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Documentary- The Story of Content: Rise of the New Marketing

[Music] If you checked your email, or your Facebook account Twitter or Pinterest On Instagram, check any of them And you'll literally see two things joined together: Here is a message from a company, Here is a message from your mother. There's always been huge content, Since Güntenberg invented the printing press At that time when some were He didn't even read the Bible, right? So content marketing is simple A cute term and many advisor folks go around saying: "Oh I know what this means" It was exciting, meaningful, and powerful And it has a footprint for more than a century now.

It is as if one of them He does not shout about his wares in the market But it does deliver nice things to its consumers. You might be surprised to hear this, But I think it's pretty powerful, right? I mean, it's one of the things that I really think is, You know, Seth Godin said that Content is the only marketing left. And I strongly believe in that. It's really the only way to make business progress. And to make it distinguished and different in the market Crazy and noisy.

But until you get to its true essence: Where and who is the consumer involved in this, And what does he gain from this? I think it is some kind of hmm, who cares Now while we're sitting in this meeting Followers of the Big Sale theory use every possible surprising source of sound and image And even colorful animated cartoon films To help them sell to the masses of people What they would like to sell the way they like. The brands and their creation It's an industry that started in the 1960s, 1970s and 1980s.

It happened when we had huge media outlets, Everything was dominated by television. All family members gather in the evening To watch TV. The commercials came and what we did We created a chain of sharing among the public in the sense that the family in the next house would see The same TV ad I'll watch Here is where you learn about the products And new services in the market, Here is where you know about the new brands Which might have been wonderful and appropriate, For your home or your car and more. So a long time ago it was marketing Is built around the district. Now I have to interrupt you every day Display an advertisement on TV while … Watch your favorite match, series, or Maybe I'll put an ad for you While turning the pages of your magazine or newspaper, which will cause Good luck reading it or God forbid I will call you on your home phone or maybe with an unsolicited message; I will pay advertising to you continuously Marketing has always been this way.

I mean this is marketing history, If you go back to the four rules of marketing Product, price, location, promotion are all controlled by you Marketing system We decide what product we will introduce, How many will we produce how will we price it How will we sell it and where? And all of these things. I made all of this and now I have to push it all out in the open I have to convince you to buy, So it's all about persuasion in the first place. It's when we go out and try One way to convince someone Our product or service is the best.

We describe the value, and that is what it is about Traditional Marketing Training If you notice how marketers are trained at university From time immemorial the truth is on how to describe The value of a product or service We do it in every smart way possible And to do that You have two things to do One is the advertisement You buy space to advertise and you know You will expect a certain amount of money For a certain amount of investment On good days you'll cater well On bad days, the situation will get worse, but with time You will learn metrics that will help you To achieve this.

Marketers fall in love with the media Because it was at that time perhaps the best way to market It was blooming everywhere in the newspapers Magazines, and on TV That was likely to reach everyone, in a way we're not used to Someone owns the audience So this was usually the traditional way of posting In a newspaper or magazine. So to communicate with these people you should Used mode.

You have to look for a way to appear In front of that audience. The publishing process was in that period Let's say closer to A man with two girlfriends: There is the audience on the first side The one who loves him so much, but is really Advertisers liked Who loves them with the same passion, if not more, true? So that was the whole process, in fact Present in the principle of distribution. It has the publisher that has power Distribution at that point. The ads were great at capturing our attention, right? That distribution, which suddenly appeared. And then what are they doing with that attention? nothing at all, It's hanging there It was just amazing when you should have seen this. The companies and the media have all the power Because we have a large number of channels Consumers own a large number of Ways to get to the information they need With the internet feature, all of that is gone Suddenly he could The advertiser and the public have access to each other Or until the publisher and advertiser compete across The same channels try to reach the audience.

And that was really when brands became In their hands to find out "We do not need a third party to reach the public," We can try to achieve this directly. " Instead of needing to advertise In someone else's channel; I have the opportunity to create my own content Values ​​related to my product and the integrator In our own channels, let's build a direct loyalty relationship With whom we call our subscribers Instead of going out And try to get attention. I think we have to change the way we think About entering the mind A customer with whom we would like to be related. And one of the best ways to do that today is Across content. Content marketing, I suppose, already Advertising. When we go back in time, it is the first An ad has already been connected content People are about values.

At some point, I think it's in the fifties, We decided to dazzle and shine by talking It's about everything we do instead of what they need. And while they explain content marketing, It was communication with potential clients to do a behavior Specific has existed since eternity, right? Millions of years, since the first caveman tried to He sells a room to another caveman, right? He was making a stone flyer. We've always had content marketing. We just duplicated it differently. And from there he came. If we go back to the nineteenth century, there were several Firms trying to find a way to build A lasting relationship with customers by not talking About their services and products.

This is not the oldest example in the world, But my favorite example is probably The Foro Of John Deere. [Music] My name is Pratt, I am 37 years old. I have lived on this farm all my life, And I remember when I was five or six, We were dairy farmers at the time, We fed the calves from the bucket and from the bottles. And so we started. I bought this farm from my father, who is a second generation Ten years ago, And we grew corn, soybeans, and wheat, We also looked after the livestock. I'll say I got the Foro and I've been reading it for ever About five years. I think the articles are on The Foro Very neutral. I mean, to the point where I always wonder Whether this is John Deere magazine or not. The Foro appeared in 1985 When our company was under management Charles, son of John Deere. He noticed the need for farmers to have access to A valid and impartial source of information. Anything that we think farmers can use to grow Their operation is something to be up to The Foro. I try to focus my efforts on healthy soils And fertile soil Fertilizers have become more expensive over time, And the way we use it is very important.

Not only for the economy, but also for the environment. I don't know where a company like John Deere can be a leader in this field Preserving the soil by not cultivating it As opposed to being a more traditional company. For me: I think a company like that will acquire more When people work more on the ground. But as you know, The Foro isn't just talking about it. And if they do, then it is on Just the opposite. If I go back to Full history of journals, I would be very surprised if you saw in these editorial spaces The words mentioned by "John Deere" For more than 15 or 20 times that come back To 120 years old.

That veil of secrecy was exposed on the marketing. And people know when it is marketed to them. The John Deere brand is still something. It stands for quality, and honesty. This was an important component, not Not only of The Foro's success, but of John Deere's success in general. Clients always run into trouble. What do my customers really worry about? What are the problems they face? What information are they looking for? What kind of problems are they facing How can I help them solve it? Focus on being good to a particular audience. Many companies need to dedicate resources And talents to serve a very small audience And custom. Understand the buyer you're trying to reach Deeply. And the people you are trying to reach.

Call them buyer personas if you like, And who you are trying to reach. You need to unify yourself in some way With the things that are valuable and important to them, And then you need to get those things to them And to show you care, not just in words And with beautiful pictures – although things are very important – But also by doing things of value. I think the brands really understand that Focus on being part of the information That you want to consume. They focus on producing higher quality content And that would inspire people to buy something They did not know that they needed him.

This is P & G's business. What I mean is they are trying to sell more soap. How are they going to do that? They said, "Well, who are we targeting?" “We are targeting women.” "Women are trying to build their homes." “What do they love? They like certain types of programs. ” They wanted to be luxury, but they were busy Most of them were women who were working Around the house So they wanted to be luxuries both when they were working Or when they have a chance to sit down He took a rest.

We began to work and began to understand, Let's give them these stories, entertainment, In a very touching way So much so that they'll come again tomorrow, And the day after, and it follows. So the deep and rich personalities, And the stories that really have meaning For these people, something they can relate to. And so we entered the soap opera domain. Nothing was invented by those inside this sector, It was created by consumers For the sake of themselves, this is what they call it. What is the return on this investment? I'm sure there are people in the business They ask that. You can try to sell your story Or, you can simply narrate it. This is what we have been doing, And the brands were doing well. The longest life in all that we produced, Like The Guiding Light and As The World Trends, They all started on the radio. Then came the fifties, and the invention of television, And they made that transformation. We never started as software sponsors, Rather, we are subject to all our possessions We held on and started Our own production company.

We were hiring them to employ the book, And they hire actors. Also, I do not think the company is putting Specific directions or, you know, characters have to do this Or the story has to be like this. But I think we did employ creative people We also worked very closely with Irina Phelps. She is a legend in the field of writing soap operas It was written for The Guiding Light For a number of years.

It's just like any trade P&G enters into, We want to hire good people who know what they can do And to leave them comfortable to build that trade. And that's exactly what Philips and others have done. I don't think there is any other way, right? Here is the weird part about this A work that is more art than science. There is no way but to have talent. Good journalists have it, Good screenwriters own it.

You must know the good story when you see it. This is something publishers have always done. So they are doing it well. And when they think of their customers, They think about the audience. If you look at Europe, where they call this Inform clients, publish clients. In the past, seven of the top ten Flyers in the UK newsstand area It was custom flyers, and branded buggies. [Music] Germany was a country of magazines. We have a lot of publishing houses People still read a lot of magazines. When you look at the newsstand at the airport Or at the train station there are still many magazines About sports, football and things like that. With a small audience, magazines print approximately Only 10,000 copies, but very, very high-end Regarding design setting and content. German companies that need Content for their products, I think they also notice that he's with the complicated stuff Any complex products and things like that, They need more content, and more stories to tell About what they do.

By 2000 or 2001 we had a term for that, We were talking about different media channel tools With phone channels With the internet and things like that. We, as corporate publishers, were the first to Use tablet magazines, for example. We invented corporate blogs Podcasts and things like that. And so we were doing Advance content marketing. He was called by all kinds of names.

It has been called custom publishing, Personalized media, advertising content, Informing clients was popular in Europe. Everyone was talking about it but they were They all use different languages ​​to talk about it. I think there are many things that are not content marketing Which people think it is, which is actually very simple It is very partial and does not reach anywhere. Many advertising agencies Think of things as content marketing and it is Not really content. And many content agencies Think of things as content marketing It is not really marketing.

And here it gets complicated, I suppose. If you go to someone, let's say, The executive director or director of an organization, And I said to them: “Are you better than Anyone else in your field in Solve people's problems? ” This is a question that will interest them But if you tell them: Are you the best content marketer in your field? They will not pay attention to the question If we don't start linking to this In the same way, we will never grow as a sector. As in 2007, put a flag on the ground And say, "Look, we're going to call it content marketing." And you'll see this wave of activity.

(Nice techno music) Obviously, content marketing has existed forever. But there is something completely new when content marketing collides With the Internet and the digital world. There was a catastrophic transformation In the way customers get their information today. I remember when I started doing content marketing, I would see the numbers and say: “There were 20 million people on the Internet And I used to say to myself: “20 million people on the Internet? This is nothing ”when you realize that today there is Billions of people are online. ” So, if I'm trying to get their interest, Better for me to generate amazing information Constantly to get their attention.

I can't just count on the few channels that are We had it in the 1990s, now we have it Hundreds of channels. How are we going to capture the attention of our audience? One time I thought seriously that: "Wow, these are amazing things," it was when I saw the clips of the program The old 'Will it fail' on YouTube YouTube was just getting started. YouTube has been around since, I don't know. Months or something. And Blendtec, the smart company, said: “Damn, we can use this new media To market our new mixers. So they created this "will it fail" series. I'll put about 50 glass balls In a bowl.. And I'll run an ice cream course, It is our slowest cycle. This is glass dust, do not breathe in. I had no idea this innovation would transform To such a monster A good beast. Always wanted to have the fastest And the most powerful ever. As a wedding gift in 1968 I got a mixer. And I thought, "Man, you can make this thing better." So for years we had the opportunity To create the mixer that will never fail.

We are an engineer company. We have 40 engineers. No other mixer company has 40 engineers. I'm an engineer, and that was a real problem Because we had no experience In advertising and sales I thought if we had the best blender in the world. Which will make people eager to buy it And I thought, if people went to an ice cream store Or juice shop or coffee shop, And there they got these amazing drinks Which makes them think, "Wow I have to get one of these mixers I can not wait" Please, "Could you please tell me what the name of this mixer is?" And people, literally, they'll be registering the name And I thought this way of selling, Someone buys something from you and demonstrates how to use it In an ad session, this is the best way to sell. It didn't work. Ultimately we decided That we need to hire a real salesman, Ads man. One day the "advertisement man" saw a pile of sawdust, and one of them asked, "What is this on earth?" And he answered, "Oh it's Tom, Mixes two pieces of wood Then he answered (laughs), "Really?" "Yes, it's real." Then he bought grilled chicken from Cusco And six cans of cola and a number of glass balls And some wooden tools and other things And he came to me and said, "Take these things and mix them up" And I answered, "Okay." Then we filmed mixing these things up.

Then he came to me after five days He said: Tom, "We hit our target." "We have six million views on YouTube!" I answered "YouTube?" (Mixer Buzz) My name is Holly Jackman, My husband and I own four Roxbury juice shops. Carrot, celery, cucumber, beet, ginger Lemon, we make it delicious. Food rich in nutritional value has never been this delicious. We've done a lot of research. I had so many home mixers that I wasn't happy with So we were so excited when we learned about our existence These mixers. We've seen all the "Will you mix it up?" We watched them mix up "iPods" and many crazy things Golf balls and more, and we were so amazed. – [Tom] We uploaded many videos on YouTube, I think we have 145 videos. In total, not only YouTube views, but other views We have nearly half a billion views, 500 million views. I thought to myself, "Wow that's great." What a chance to sell a product without you having to Exchange (Laughter) It was cool. Therefore, in a short period, our sales increased 1000%.

And we continued making videos And at that point, we were telling people "watch this video" You know, I'm mixing up an iPhone. And the response is "Oh! Really! You can mix up iPhone" In a mixer? So it was. Now it is like this, people come to us And they say, "We have no doubt about what you're doing We got addicted to your videos, you know? '' We want your mixers. Our job now is to take this confidence, And not to misuse it We must not try to reach our customers, They really do. – [Julie] That's a big difference. This is direct contact Open up a new world of relationships With consumers, content is the fuel that it creates That opportunity. And since we have this connection with them "consumers" About something they value, we shouldn't To pay to get to them, because they are the ones who come to us.

Register to receive our mail, follow us on "Facebook" The content at this time is a kind of currency, Which companies use And content writers to communicate what they want to the consumer. – [Doug] if marketers are going to use communication channels The new directorate, to do the same as before. For example: press the like button, share it, follow us Watch our videos. And then they market their products. It is an abuse of the communication channel, In fact, they are losing the channel They deny it because the consumer is no longer He wants to hear more This is the same problem that appeared when Some new technologies are emerging In the 1920s, this was how it was with radio as well How do people want to interact? How companies are supposed to publish Its messages to consumers? The challenge in today's marketing world It is to stand out from your competition What usually happens is the process of producing a product Or a service, Thinking about the external production of services And 3D printed products.

They become a commodity Hence it becomes more and more difficult for product companies And service companies to distinguish from among All other competitors on the market. Your advertising content allows you to do this. This is the biggest opportunity. – [Jay] I'm looking for a product It does not create a demand for it It meets pre-existing demand Nobody goes to Google and writes: Hey, I would like to buy something I don't really care why it is, just surprise me, right? Oh sock, okay hamster, whoever What you deem appropriate. But nobody cares about your product. They are trying to solve a problem. What are the problems that consumers face? What keeps them awake at night? What is important to them? Marcus Marcon Sherden is a good example On the strength of your advertising content Some years ago, it was Marcus The owner of a swimming pool company And the company was not succeeding.

So Marcus decided to create a blog, Quite simply, he answered the questions that the clients had Depending on the searches they performed In addition to the conversations he had with clients Twice a week he was doing a vocabulary Which are intended to answer a specific question. And he talks about many things that pool companies do not like Talk about it. In 2008, as most people know The market collapsed, as for the pool companies This was a tough time And for three consecutive weeks We overdrawn from our bank account And I didn't know what to do Every counselor I spoke to told me as I expected That I have to stop my work And that's when I found out what is known Today's content marketing. Well this one Beginning of the next semester For swimming pools and that big thing with a bright red color And what you see behind me is what counts as a template The template is what is used to produce Fiberglass swimming pools We always had the feeling that we would go this way From manufacturing and printing This is what we have come to now.

When we started building the swimming pools we had Two great stores, one of them in Richmond, Virginia. And the other in Warsaw – Virginia – The two stores were great, and each contained tanning beds And hot baths, pool table and all that But it did not generate profits So I said, “Well, what could be the best in this world? Well we know we can give talks about fiberglass pools Better than anyone else This is our specialty Let's focus only on fiberglass pools Forget the other things like we must have a building To feel accomplished – the building complex – And so we got rid of the retail stores We got off the lease early and paid, you know We paid the fees and all that stuff And because we said: "We must focus." We moved to a large warehouse Today, the way people see your home It is the information they see and feel Through the computer screen When he noticed that we could Attract people to the site for free And that is by doing what you are good at It is education Let's bring everyone with us Let them participate All company members are teachers Let's do it Jason: We learned to think like a consumer And with this We knew their questions We asked the questions ourselves We'll have an interview one day We will be asked a question And when we get it, the first thing that comes to our minds "Oh, we haven't written about it yet." Or "Oh this topic will produce a great video" This forced me to do more I learn to write and learn This entire skill set Marks: We wanted to get to a certain point within 6 months approx Content production at River Pools We developed a global brand So people from all over the world contacted us And the country on a daily basis I know that consumers want to learn more about swimming pools Well well why don't we give them what they want? Why not become Wikipedia on Fiberglass swimming pools And this is what we have become People will start rating you And they will rate me too They will search for the site And they will browse it And they'll say, "I want to feel good about my decision." I also want answers to my questions And to have an idea about this company.

" This is what will happen as long as we have it What is called the Internet The moment we stopped saying, "We build swimming pools." We started by saying, “We are the best teachers in the world Concerning fiberglass swimming pools and happened We ride them too "That was one of the most days Prosperity in our life The consumer has a wealth of information And marketers are not used to it They got used to controlling System control and control With activities This is what creates the problem, I think Marketers cannot step back from their control And they don't want to They don't want to get rid of it Andrew: I think the marketing has collapsed Honestly And I think you would if you were a marketer today You are stuck with what I call the "chief marketing officer" of pizza You basically have a fixed budget It is the pizza that you own every year And what you can do is keep cutting it in a variety of ways, right? You have the budgets for the "chief economists" and the "production possibility curve." And own …

I don't even know the ad shortcuts! is not it? You end up with this mega pizza sliced ​​into a million A different way that I hope will have a greater impact From last year Robert: The idea that marketers are like knowledge workers Being busy is different from being successful And it's how we've leveled the jobs for so long This is the traditional organization of a department Marketing is like new technology and channels They come together and what we do is we assign them a team And we create a new process with the same old hierarchy You can access content marketing as a program Or you can treat it as a culture Programs thrive and then end It is a habit imposed on us and we do not enjoy it But culture becomes what you are We see this shift in sections Marketing that established long ago In these days of the media it has turned into Sections to post And that's really where we saw it It is a big challenge for companies Because we must remove Mabninah during The last 30, 40 and 50 years The brands you acquire must be branding They have become something else And part of it is letting go of an idea "We own everything about the brand." And trust it if a large group is involved And give some of the values ​​of this brand to your customers Then something good will happen And it's a good thing you can't expect Yes Red Bull (Red Bull) is an amazing brand Well definitely (Red Bull) is an example of that And they are the front for marketing Content these days I think from the start it was Red Bull.

A storytelling brand I spent 6 years at Red Bull and we were a marketing team In fact I think most of the content and activities It stemmed from the tasks of communication Within the marketing team We made content a tool for telling our stories And let's show people the amazing things We are great athletes With whom we have worked Many of the things that we worked on at (Red Bull) were in The world of sporting events so it was visible And cool and it makes sense to document it And share it with the world Perhaps – with a little vanity – we felt that the mainstream media Not particularly good at covering And filming this kind of sport And the things involved in it So we took over In (Red Bull) we're always told to focus On the audience and what they consider important And what makes them passionate about the viewer About their favorite sport and players And think of them as individuals And not to worry too much about They crossed the line So I think that's a unique mentality And focus on a small number of the audience They were one of the things that put us in the lead We are able to say, "What will be amazed?" BMX pioneers about this event? Instead of thinking about “what young people think Class 16 to 22 about a BMXer event? They target young people through their passion Be it music or sport Or culture, these domains make laws and have stories And stars and have a super (Red Bull) Respect to these scenes and these fans And they don't treat them like demographics They treat them like passionate people and that's what they are And they offer them what they want In (Red Bull) we felt we had a real role to play And we can now contribute to these scenes.

We are also looking for ways to help progress. Create new things and help facilitate cooperation. And it feels really good to add something To these scenes instead of just talking about them. And I think that's the essence of the way he felt People towards us as a brand that works in these places. When I started working with (Red Bull) they had a lot Of free opportunities and areas.

We were allowed to do whatever we wanted to do for me All stores. But of course, quality is a major responsibility. When the (Red Bull) media platform was created, The whole company started practicing its media activities professionally, To move it from just being related to regulations, contracts and licenses, To do production, quality, photography and broadcast. So it required a lot of preparation from her To become a global media company, Rather than a company that offers so much Great content. Whenever you take content marketing Seriously, you'll have to start first Appointing someone or knowing the importance of a presence An official who conveys the audience's view In the foundation. You must have a high familiarity From start to finish, that's the secret. You must have a lead organizer, As the primary owner of the content, or whatever you call it; That person responsible for the content, And you have to start from the same point. They must change what they are used to doing And they stop spending money Things will not work.

They should tell themselves every day "I will create content" Every hour or two of the day Or its length. Although it is a huge company he should work in it Ten people create content all day. Have you ever looked at amazing technology around you? In this our world she wondered How do these things work scientifically? I wondered about it, too. I am Bertunda Thirsten, This is the GE Master Class channel. No doubt when we started Setting up this type of content, That meant getting into the factories And laboratories. They do very important work in it, you know And then most of civilization changed Which led to education and development To reach these stages.

Before it was very difficult to enter the factories Or to the customer's site But now clients sometimes contact us To tell us they have a new amazing story, And they would like us to deal with them again to produce them. I really believe it's a matter of training, It is a skill that brands will have to master. Whether you outsource it Or developed talent Within the company to do the video recording, Or take pictures I think these things are not Just as important as mastery of the company For the marketing management process, this is the essence of it as a media company.

It's interesting what some of the big companies are doing right now About content marketing. If you look at Marriott and their innovation Their own content creation studio, it just looks like they are They plant a banner in the ground that says, “Look at us, we're a media company Its goal is to become the leading media organization In the field of tourism". This is what they said already And here they are now laying together the foundation to achieve that. I floated an idea locally and internationally called Either publication or perdition. The concept behind this idea is that we don't start promoting and publishing, We will be excluded from this field and be without significance or influence. It is the idea that we are today as brands We are, in fact, media companies, it is because We are media companies. Marriott has focused on global creativity and content studio On developing content.

And digital projects, we did TV programs, And movies too. And programs of animation. Great stories come from people Who know how to cut it It is creative people is not it? So we collaborate directly and mainly with influencers On YouTube, Instagram and other programs, We also collaborate with well-known talents from Hollywood, In the field of production, directing and writing to create content for us. (Music) Look around, look at these people. They enter and then leave We are the ones who make this a smooth process.

Our biggest business we have currently presented is Tu Bellman (Carrying Baggage), short film. We collaborated on it with a group from Los Angeles It's called Sebastence Over Hype. They are the Parkour Group (climbing and running sport) and also music makers, And dancers and actors, that's their business. Shoot a 15 minute movie at the hotel. It is basically part of the story. And it is not a complementary thing, No phrase: "Favorite your room card, thank you for visiting us." Well that doesn't exist. You see it naturally during the film. When it gives standards to creators And let them do what they are good at. It is story telling, They will discover how to list it in a believable way. Programming looks ugly whenever The company says "Can you put in "Company logo for 4 times for 3 seconds?" Content marketing doesn't happen overnight. It is hard work that lasts a long time. So you really need to educate customers, It does not happen quickly, You have to tier it And build an integrated content ecosystem And how to use social channels and their misfortunes To direct the axis of what you want For wherever you want.

The brand has to be more than just Being a brand. We overlook that they are human beings who interact with humans, is not it? Instead of trying to be temporary, you have to be real. Can anyone and any company Focus on the audience and what they really care about And try to provide what is useful to fill that space. Human behavior is the rule We are playing with it right? Every institution, no matter what it offers, Be from A to A; Any person to person, And from people to people. It is not a trade-type relationship to the trade or commerce of another worker Or T to S which means a trade of power, It is a philosophy of being useful. Whether you are a great teacher, a listener, or a communicator, That is a philosophy that does not change. I don't care what you do, Or what you will do. It is not about the amount. Or what you do. But in perception and education. (Auto engine working) Jessic Bank was one of the largest In Denmark, he was paying huge sums For sponsors for several years.

And they didn't want to pay anymore. They weren't sure if paying them was a beneficial use of their wealth. And so they created the Jysk Bank station, And through which they target financial consumers, And they began to answer questions Related to how consumers save their money for retirement How do they get current accounts, And savings accounts, and other things about their finances. Then they start sharing the information As any media company would. We said if we could not rely on the media, We must be the media. And that's what we really think. I'm Brahmsse Nielsen. I work as host and journalist at Jysk Bank We started sharing information on television Since the bank’s inception in 2006 And then in 2008 we started introducing us to our clients. (Speaking a foreign language) The hard work is not in content presentation, But in getting the right idea for him And then obtaining approval from the CEO of the company.

This is how you get what you want. We were called once by our CEO and he said "Hmm, I don't like this kind of story. But it's okay, I am still with you as you do. " You need to have the kind of CEO that thinks like this: “It's okay, I give you the freedom to do what you want I will not interfere with it. " Of course you have a point of view, But he thinks that if you say it as a journalist, People will believe it, And they like it. This was a long-term process to get us To where we are today, because people are so skeptical about what we're doing. Every time we come to a story, They say, "That's what we've been talking about In our sessions. " "And it's great if you talk about it too." Even if that was a bad story for us But people talk about it anyway If not, we also do It will grow more and more among them You have to tell good stories Touch the hearts of the crowd to earn their respect When their hearts are won, they will take The right decision in their minds Think like a publisher, and offer content Relevant to your audience You must believe that this is the right way, I just don't think it's right It is the path to take (Ringing the bells) If the content receives your true self-respect, It will benefit you If you invested in it An investment not made cheaply Or easy or fast Content commerce is the only trade It is in this field that I see her well-deservedly leading Modern advertising practices I am a bit upset because of Few of us are trying to do it.

I'm not tired of it. You will be able to do special things; If you have the right idea If you believe that doing something somehow It does not mean that it is the only way, necessarily Although you are ready to create and make rules In your field. I believe that the real future is a broad future. And what I mean by that is that the content marketing industry itself It will expand more than the case now If we look closely at what we have acquired During the distinct hundred million years And in the type of information That our predecessors provided us with, based on the method that Deal with it with the content, we'll realize it will be The fuel that drives our future. The number of companies that manufacture New products for having platforms Content marketing work for them And because they see new opportunities, an amazing number Storytelling helps engage with the world And understand it Content with a supporting story Easier to consume and remember And more attractive And I think it's an essential part of what we do I think we will go in that direction Long term It is concerned more with the ability of an organization’s identity to create Appear, connect, and share emotionally With people instead of thinking In the methods about how we will be able to do these things It sounds like planting a banner in the ground to say: "We give you this, so join us." Brands should be in this new era With a linked core story Because it is the only thing that will remain Stable, unique, and unique Among all other types of means.

The only correct way To do content marketing; It is for the content to have a story. (fireworks) Or they can assume that Everything is understandable and clear But do you know what they say about the assumption? It doesn't always work. (Cheerful music) You cannot consume more information … (stutter) Sorry, let me (replay the scene) The second scene Brant, get this one out of here, come on Kick them all out Shout at them (Shouting boy) (Laughter) Get them away from here, they are very close to us They saw you coming to them Chuck Nero was a funny guy And cool, I had a build of it And for a group of bearded gangsters carrying weapons And things like that I put them in a blender My dad drives a Ford truck I'm Chevy and we both like John Deere Do not laugh, this is serious Chuck! This looks like … um Total C. Total C. I said Chuck I think Total Jim worked It really worked She looks really beautiful, and wears great clothes This is what I think It will be the future of content marketing One day she will grow up and marry a handsome boy And you have a family that's cool Did any of you really understand this nonsense? Translated by: Team translated @ autrjim

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