"Content without emotions is not perceived by the customer".
On June 6, the IAB Switzerland Association’s Content Marketing Day took place in Zurich for the second time. Once again, the event at the Kosmos Cinema was sold out, with over 200 attendees. It became clear that these days, it’s no longer just about telling stories, but about infusing them with emotions that the target audience can relate to.
"For IAB Switzerland, know-how transfer is a strong need. Especially for a young and dynamic discipline like Content Marketing". With these words David Burst, President of IAB Switzerland opened the Content Marketing Day 2019 on stage together with Andy Waldis, representative of Carpe Media, Platinum Sponsor of the event.
The first keynote of the day, entitled "The time of cold reach is over: A change in strategy," was delivered by Nora Beckershaus (pictured below), Chief Innovation Officer at Storymachine. She clarified that qualitative reach only happens when one's posts reach a following that represents a specific demographic, opinion or mission. "We have to reach people where they are, with the right emotions and the right content," Nora Beckershaus explained. She also showed how content is intelligently implemented today, how qualitative reach can be measured and connections can be built online.
This was followed by Tim Alexander, Chief Marketing Officer of Deutsche Bank, who asked whether content marketing is also useful as a key to success in stormy times. In doing so, he reported directly from the field and why it is particularly important for the banking industry, which is going through challenging times, to connect with customers without restrictions and offer dialogs in real time. "I've seen too much content marketing that simply tells a story. Without building emotion, no message is perceived," says Tim Alexander.
In the afternoon, two more top speakers took to the stage. Chomoi Picho-Owiny (pictured below), creative director of T Brand Studio International gave insights into the work of The New York Times, which publishes around 250 specially researched articles every day. He clarified what really matters in producing good stories and how The New York Times' brand marketing arm uses narratives to help brands play a bigger role around the world.
Michael Gross was the last keynote of the day and really got going again, contrasting established brands with YouTubers of today. He explained what brands can learn from successful YouTubers in order to build loyal communities. How do the content concepts of brands differ from those of successful YouTubers? And what best practices can advertisers use to generate discoverable, relevant and authentic content?
Further knowledge was provided at the Content Marketing Day through various practical cases:
- #LaMiaMaserati - Advantages and Challenges in Journalistic Storytelling; Nora Chapero Janetzkowski, Product Manager, Audienzz.
- New forms of advertising in traditional media; Corinna Rota, Head of Project Team Content Marketing Partnerships and Ivo Tuchschmid, Project Manager Brand Studio, Ringier.
- Visionary like Volvo; Christian Lüscher, Head of Commercial Publishing, Tamedia
- Won over 1000 new blood stem cell donors with a small budget; Christoph Emch, Head of Content Marketing & Storytelling, Farner
