Content Creation Framework – Rebecca Nadilo; Iris (Singapore)

Summary

Rebecca, Managing Director at Iris Singapore, discusses her extensive career in advertising and the role of content in marketing. She emphasizes the importance of a content creation framework that aligns business objectives with customer needs. Rebecca highlights the significance of customer obsession in content strategy and anticipates AI's impact on content marketing. She advises students and new marketing graduates to understand consumer behavior and get hands-on experience to excel in the industry.

Takeaways

• 😀 Rebecca is the Managing Director at Iris Singapore, a global network headquartered in London.
• 🌐 Iris is part of a larger network owned by Samsung, offering fully integrated marketing services including data-driven marketing, social content production, and creative strategy.
• 🏢 Rebecca has over 19 years of experience in advertising and strategy, having lived and worked in various cities including Perth, Melbourne, New York, and Singapore.
• 📈 Content in marketing is everything from TV productions to website search optimizations, and its importance is growing with the rise of social platforms and AI like ChatGPT.
• 🔍 A content creation framework is crucial for defining the role of content, aligning it with business objectives, and ensuring it adds value to customers' lives.
• 🎯 The purpose of a content creation framework is to find the intersection between business goals and customer needs, operationalizing content strategy effectively.
• 🤔 The most important aspect of a content creation framework is customer obsession, ensuring content is valuable and not just self-promotional.
• 🚀 Innovations in content creation frameworks will be significantly influenced by AI, changing how platforms operate and how marketers create and optimize content.
• 📚 For students, understanding what content works and why from a consumer perspective is key, leveraging their native knowledge of social platforms.
• 💡 Rebecca advises new marketing graduates to learn the fundamentals, read influential books like 'How Brands Grow' and 'Thinking Fast and Slow', and be proactive in gaining practical experience.

Q & A

What is Rebecca's current role at Iris?

Rebecca is the Managing Director at Iris Singapore, responsible for running the Singapore office of the global network.

How long has Rebecca been in the advertising industry?

Rebecca has been in the advertising industry since she was 18 as an intern, and she is currently 37 years old.

What is the relationship between Iris and Samsung?

Iris is a part of a global network that is owned by CHA, which in turn is owned by Samsung, making Samsung the ultimate owner and investor of Iris.

What type of services does Iris Singapore offer?

Iris Singapore offers a fully integrated marketing service including data-driven marketing, social content production, integrated strategy, creative strategy, and big creative thinking.

How does Rebecca define 'content' in the context of marketing?

Rebecca defines 'content' as everything that spans from large-scale TV productions to search optimization on websites, covering a broad spectrum of marketing materials.

What is the purpose of a Content Creation Framework according to Rebecca?

A Content Creation Framework serves to find the intersection between what the business aims to achieve and what customers want, ensuring that content adds value to customers' lives and drives business forward.

Why is customer obsession crucial in a Content Creation Framework?

Customer obsession is crucial because it ensures that content creation is focused on adding value to the customer's life rather than just promoting the brand, which is essential to avoid creating irrelevant or redundant content.

What does Rebecca wish she knew about content creation frameworks before entering the industry?

Rebecca wishes she had a better understanding of the importance of content's role from a customer's perspective and the discipline of constantly questioning the value and relevance of the content to the audience.

What potential innovations does Rebecca foresee in content creation frameworks?

Rebecca foresees AI and algorithm changes as significant innovations that will impact content creation, making it less about mere presence and more about adding value and originality in content.

What advice does Rebecca give to students learning about content creation frameworks?

Rebecca advises students to observe and understand what content works and what doesn't from a consumer perspective, using their native understanding of social platforms to their advantage.

What are the two key pieces of advice Rebecca gives to new marketing graduates?

Rebecca advises new marketing graduates to learn the principles and fundamentals of marketing through books and resources, and to get hands-on experience by being proactive and involved in every project opportunity.

Outlines

00:00

🌟 Introduction to Rebecca and Iris Singapore

Rebecca, the Managing Director at Iris Singapore, introduces herself and her role. She has been in the advertising industry for nearly two decades, having started as an intern at 18 and now leads the Singapore office of Iris, a global network headquartered in London. Iris is part of a larger network owned by Samsung, offering a fully integrated marketing approach. Rebecca emphasizes the importance of content in marketing, spanning from large-scale TV productions to website search optimization, and the need for a content creation framework that aligns business objectives with customer desires.

05:01

📈 The Role of Content Creation Frameworks

Rebecca discusses the significance of content creation frameworks, which are essential for defining the role of content in meeting business goals and customer needs. She stresses the importance of avoiding redundant or unwanted content and finding the intersection between what the business aims to achieve and what customers value. She also reflects on her own journey, wishing she had known more about content frameworks earlier in her career, and anticipates AI and algorithmic changes will revolutionize content marketing by emphasizing originality and value addition.

10:01

💡 Advice for Marketing Graduates and Students

Rebecca offers advice to students and new marketing graduates, suggesting they learn the fundamentals of marketing and consumer psychology through books like 'How Brands Grow' and 'Thinking, Fast and Slow'. She encourages students to leverage their native understanding of social platforms and to critically assess the effectiveness of content from a consumer's perspective. For graduates, she recommends getting hands-on experience, being proactive, and seeking opportunities to learn and grow in the industry.

Keywords

💡Managing Director

A Managing Director is a senior executive responsible for managing the day-to-day operations and resources of a company or division. In the context of the video, Rebecca is the Managing Director at Iris Singapore, which implies she oversees the strategic direction and leadership of the Singapore office. Her role is crucial as it involves ensuring the office aligns with the global network's objectives while adapting to local market conditions.

💡Global Network

A Global Network refers to a widespread system of interconnected nodes or participants that operate across different geographical locations. Iris is described as a Global Network, highlighting its international presence and the interconnectedness of its offices worldwide. This network allows for the sharing of resources, ideas, and strategies across different regions, which is essential for a company like Iris that operates in a dynamic and globalized industry.

💡Content Creation

Content Creation is the process of producing various forms of content, such as videos, articles, or social media posts, to engage and communicate with an audience. In the video, content creation is a central theme, with Rebecca discussing the importance of creating valuable content that meets both business objectives and consumer needs. The script emphasizes the broad spectrum of content, from TV productions to search engine optimization, and the need for a strategic approach to content marketing.

💡Content Marketing Framework

A Content Marketing Framework is a structured approach to planning, creating, and measuring the effectiveness of content in a marketing strategy. Rebecca mentions that a framework is essential for defining the role of content, ensuring it adds value to consumers' lives, and aligns with business goals. The framework helps avoid redundant or irrelevant content and guides the creation process to ensure it resonates with the target audience.

💡Customer Obsession

Customer Obsession is a business philosophy that prioritizes understanding and meeting customer needs above all else. Rebecca identifies customer obsession as the most important aspect of a content creation framework. It involves focusing on the pain points, frustrations, and questions of customers to create content that is not only relevant but also valuable, thus driving engagement and business growth.

💡Data-Driven Marketing

Data-Driven Marketing is an approach to marketing that relies on the analysis of data to make informed decisions and optimize strategies. Iris, as mentioned in the script, offers data-driven marketing services, which likely involves using consumer data to create targeted and effective marketing campaigns. This approach is crucial in today's digital landscape, where data can provide insights into consumer behavior and preferences.

💡Integrated Strategy

An Integrated Strategy is a comprehensive plan that coordinates all aspects of a business's marketing efforts to create a unified and consistent brand message. Rebecca mentions that Iris offers an integrated strategy, which suggests that the company's marketing approach encompasses various elements such as creative strategy, social content production, and data-driven marketing to deliver a cohesive brand experience.

💡Social Platforms

Social Platforms refer to online services that allow users to interact and share content, such as Facebook, Instagram, and TikTok. The script discusses the proliferation of social platforms and their impact on content creation. These platforms have become essential channels for marketers to distribute content and engage with audiences, necessitating a strategic approach to leverage their unique features and user bases.

💡AI and Content Creation

AI, or Artificial Intelligence, is increasingly being used in content creation to automate and enhance the process. Rebecca foresees AI, such as chatbots, playing a significant role in the future of content creation by changing the way platforms operate and how content is consumed. AI has the potential to personalize content, optimize distribution, and even generate content, thus reshaping the landscape of content marketing.

💡Marketer's Perspective

A Marketer's Perspective involves understanding and applying marketing principles and strategies to achieve business objectives. Throughout the script, Rebecca shares insights from her experience as a marketer, emphasizing the importance of understanding consumer needs, creating valuable content, and staying ahead of trends. This perspective is crucial for marketing graduates and students to develop as they enter the industry.

Highlights

Rebecca, the managing director at Iris Singapore, has been in advertising for nearly two decades.

Iris is a global network headquartered in London, with a significant presence in Singapore.

Iris is owned by Cheil, which is a subsidiary of Samsung, indicating a strong financial backing.

The Singapore office is located in a historic shop house, reflecting the company's integration with the local culture.

Iris offers a fully integrated marketing service, including data-driven marketing and creative strategy.

Content is defined as everything in marketing, spanning from TV productions to website search optimization.

The importance of content marketing is growing due to the increase in social platforms and new technologies like ChatGPT.

A content creation framework is crucial for aligning business objectives with customer needs.

The purpose of a content creation framework is to operationalize content strategy and avoid redundancy.

Customer obsession is the most important aspect of a content creation framework, ensuring content adds value.

Marketers often miss the mark by focusing on brand needs rather than customer interests.

Content creation frameworks were not a significant consideration in the past but are becoming increasingly important.

AI is expected to revolutionize content marketing by changing the role of platforms and how content is valued.

Marketers need to focus on originality and adding value to conversations in the content they create.

Students should leverage their native understanding of social platforms to inform content creation strategies.

New marketing graduates should learn the fundamentals and get hands-on experience to succeed in the industry.

Reading key books like 'How Brands Grow' and 'Thinking Fast and Slow' is recommended for a strong marketing foundation.

Transcripts

[Music]

hi Rebecca thank you for joining us

briefly tell us about yourself and your

role at Iris um so I'm Rebecca I'm the

managing director at Iris Singapore um

iris is a Global Network so we're

headquartered in London and I run the

Singapore office I've been in

advertising for way too many years I

think I might have started when I was

about 18 as an intern at the brand

agency in Perth um I'm Now 37 so you can

do the math um and I've lived between

Perth Melbourne New York and now

Singapore for the last 9 years um and

I've always been in strategy and this is

the first MD role that I've taken give

us some fast facts about

Iris so iris is a Global Network we're

actually I would say we're like

independent is we're actually owned by

cha which is a big Network and they are

owned by Samsung so essentially Samsung

is our big boss and our big investor um

but I Us in Singapore we're about 50

people we're in this beautiful little

shop housee in the heart of the city um

we have a fully integrated offering so

we offer data driven marketing together

with social content production

integrated strategy creative strategy

and big creative thinking so we're fully

integrated and being 50 people I like to

say we're too small for silos but we're

big enough to have

scale um and we have been in this office

for 14 years we were started by our UK

team um 14 years ago and we have been

the heart and the center of Singapore

since

then give us a brief introduction to

creating content in

marketing so I think the important thing

when thinking about creating content in

marketing is what is content content is

everything right now right um so it's

your big scale you know might be TV

Productions right through to your search

optimization on your website within

Google so it it can span a huge spectrum

of of things um I would say in 2023

going to 2024 that is getting bigger and

bigger because we've got more social

platforms we've got now chat GPT which

is arguably a search platform um you

know you've got so many different

platforms and channels to create and

access content through so content

marketing is incredibly broad um but

obviously incredibly important what is a

Content creation framework to

you a Content creation framework

um It's thinking about you know from a

brand perspective what is the role of

our content what do customers ultimately

or consumers want from us what's going

to add value to their lives and how is

that going to meet our business

objectives and our business goals a

framework is really important because it

helps you then Define a role for your

content so that you're not just creating

anything and everything um but you're

actually creating content at the

intersection between what your business

needs to achieve and what customers

actually want um so often and think

about in your own world when you get

served content on Instagram or you see a

commercial or whatever it might be and

you think either wow that's amazing but

I can't remember what brand that's for

or you go I remember the brand because

their logo was all over it but it was

absolutely not valuable to me as a

customer or consumer um you want to

avoid those two things and so you want

to find that intersection between the

two and a Content marketing framework

will help you do that all the time when

creating content in your opinion what

purpose does a Content creation

framework

have purpose of a Content creation

framework is to find that intersection

between what your business is trying to

achieve and what customers actually want

from you and then really I would say

operationalize it um so often a Content

marketing framework will tell you in

what platforms you're what you're

creating for whom what are your pillars

uh how are you measur measur in success

but fundamentally it answers the

question what do customers want to see

from us what's going to add value to

their lives um and then also what's

going to actually drive our business

forward and I think a framework just

keeps you on track so that you avoid

creating redundant content or content

that no one actually wants to see in the

world what is the most important aspect

of a Content creation framework to

you the most important aspect of a

Content creation frame work is the

customer Obsession because too often you

see content in the world that you think

why did anyone bother even making that

because it doesn't add any value to your

life to the customer's life um and it

was almost coming from the brand but

created for no one and I think this is

the part that people miss or that

marketers Miss is they think so much

about themselves and what do we want to

put out in the world they forget does

anyone actually care about this content

so I think you have to start with what

are the pain points what are the

frustrations what are the questions

people have um where isn't there an

answer where isn't their content and

show up in those places don't just show

up when you want to talk about yourself

because no one's there to listen what do

you wish you knew about content creation

Frameworks prior to getting in the

industry um what do I wish I knew about

content creation Frameworks I I don't

think I knew I I genuinely don't think I

ever even thought about it um it's

probably quite A New Concept for a lot

of people even for marketers these days

if you ask them what's the role of this

content they probably wouldn't be able

to answer or if they did answer it was

probably from a brand perspective um and

so I think just that almost discipline

of constantly asking yourself why does

this matter who cares is probably the

best thing that you can do as a as a

marketer and when you're thinking about

content creation who's going to watch

this what value is it going to add to

their lives whether that's the smallest

piece of content on Tik Tok to or

Instagram whether that's a really big

piece of you know advertising on TV

whatever it is just constantly be asking

yourself who

cares what potential Innovation do you

foresee regarding content creation

Frameworks in the

future so I think there's there's huge

amount of innovation coming or that's

going to hit content

marketers um AI undoubtedly is going to

change the game and already is um it's

changing the role of platforms you know

Google as a search engine might not

exist one day because chat jbt can give

you those answers and in a much more

succinct interesting way um and cont

contextual um so I think it's going to

change the role of content it's going to

be less about just showing up and being

there with an answer and more about

adding value to people's lives um I

think algorithms are going to change

that a lot so what we're seeing now um

particularly through things like CH chat

chbt even the algorithms on Instagram

and Tik Tok is is it it's optimizing a

lot of the content um that is valuable

and useful and hasn't been done before

so there's a there's an element of

originality um so where marketers I

think used to think about okay we need

to create this content around how to use

this product how to buy this product

that probably already exists and so now

marketers need to think more I would say

creatively um and originally and think

about what can we add to the

conversation what can we add that hasn't

been done already and that's where the

value is going to come from so I think

that's one of the biggest um Innovations

to the way in which marketers create

content within their Frameworks these

days what tips could you give students

when learning about and working on

content creation

Frameworks so I think as a student the

best thing you can do is look at what's

being done out there and have a

perspective on what's working and what's

not working and I don't mean from like a

brand perspective but just as a consumer

perspective the advantage that students

have today is they

are coming out of University with more

knowledge about the social platforms

than arguably any marketer in the world

right now because I think because of the

a because of your age of students um you

are so native to Tik Tok whatever other

social platforms are coming out um that

you understand it to a degree that I

think a lot of marketers don't and use

that to your advantage so get out there

and understand what content is working

what isn't working what do you look at

and think that feels like a brand has

made it and it's really bad like know

what that looks like and know what good

looks like um and then bring that to

whatever job you go into be the voice of

the social platforms of the consumers

today um and you know be be the litmus

test for is this valuable or is this

going to

work what is your best general advice

for new marketing

graduates so my best piece of advice for

new marketing graduate um I two quick

ones one is learn the principles and the

fundamentals so there's a certain amount

of knowledge you will come out of

University with and you will apply that

as best as you possibly can um on the

job but there's still a lot that you

need to know very fundamental things

that you can learn through books

podcasts following the right people so

for example Byron sharp wrote a book

called How Brands grow that I would say

to a degree revolutionized marketing if

anything it just gave more clarity to

what we're trying to actually do as a

job get to know these these books you

have to understand the principles and

you have to understand how marketing

words Works what is the role of

marketing how people make decisions the

consumer psychology that sits behind it

um another book that you must read for

any graduate is thinking fast and slow

by Daniel Carman so this one talks about

how people make decisions those two

books if you just read those and really

you really get into them you'll

understand the principles of marketing

and you'll come into agency and

marketing world with a whole the level

of knowledge that even today some of the

best marketers don't have the second

thing I would say is get your hands

dirty hustle get in there enjoy it um

say yes to everything try and get on

every project like just be a radiator

get in there be excited um be proactive

with ideas um and that's the best way to

get exposure get access to the best

opportunities and start to

create a future for yourself in this

industry Rebecca thank you for your time

[Music]

welcome