Content Creation Framework – Rebecca Nadilo; Iris (Singapore)
Summary
TLDRRebecca, 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
🌟 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.
📈 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.
💡 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.
Mindmap
Keywords
💡Managing Director
💡Global Network
💡Content Creation
💡Content Marketing Framework
💡Customer Obsession
💡Data-Driven Marketing
💡Integrated Strategy
💡Social Platforms
💡AI and Content Creation
💡Marketer's Perspective
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
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