Workshop 2: Earn Your Audience

08 Nov 2018
09:00 - 15:00
Unternehmerclub Berlin Markgrafenstr. 12-14 10969 Berlin

Workshop 2: Earn Your Audience

November 8th masterclasses are hosted at: Unternehmerclub Berlin Markgrafenstr. 12-14 10969 Berlin
Find directions: https://pace-berlin.de/meeting-service/penthouse/

 

Workshop Description

In the time of peak media, how can content studio help brands earn audience attention across the publisher’s platforms? Insider Studios, which celebrates its 5th anniversary this year has always adhered to the same guiding principles as our editorial teams: to inspire and inform our audience via distributed storytelling at scale.

The audience first mindset helps us deliver high engagement and shareability across formats and platforms. This workshop will break down the native content journey from inception to impact and provide a platform for a collaborative discussion on how we can all continue to earn our audience trust and time spent with content.

The workshop will a collaborative workshop taught by Katya Ionova from Insider Studios UK and Content Director at Tale Content Creators, David Landes.

Inspirational Input 1:
Title: 10 Things You Need to Know about Insider Studios.
– What works and doesn’t and how to use the Triangle Rule

Workshop Element 1:

Know your audience is an industry mantra.

The product native studios produce serves the needs of two audiences:

–       An internal audience, a marketer or a planner who have the power to greenlight the project and whose primary driver is achieving campaign objectives

–       An external audience – the actual consumer, our reader, and viewer who will (or will not) spend time with content

We discuss how to balance the needs of both audiences during the content development process. And what matters today, might be completely irrelevant in six months from RFP when we go live and publish our first native story. How can we best anticipate audience needs and reactions?

Inspirational Input 2:
Title: Where Ideas Come From.
Content inspires content. A couple of tricks that help the ideation process.
Workshop Element 2: 
In-house content studios, creative agencies, media agencies, publishers – the content space is crowded. With number of players rising, how can native studios differentiate a highly competitive market? Or instead of competing, do we choose to collaborate and strive for higher standards?

Workshop Agenda 

09:00 – 09:30 Registration and Coffee
09:30 – 09:45 Welcome to Axel Springer: Juliane Sydow
09:55 – 10:40 Inspirational Input: Business Insider Studios & David Landes
10:40 – 10:50 Quick Break
10:50 – 11:35 Workshop Element: Know Your Audience
11:35 – 11:55 Morning Recap
11:55 – 12:45 Lunch
12:45 – 13:30 Inspirational Input: Business Insider Studios & David Landes
13:30 – 13:40 Quick Break
13:40 – 14:25 Workshop Element: Higher Standards
14:25 – 14:45 Recap Afternoon
14:45 – 15:00 Round Off and Coffee