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.