June Talks: Where Customer Insight Leads Storytelling & Storytelling Leads Video

Hello again, content enthusiasts of Melbourne! The ball keeps on rolling with another intriguing line up announced for our June meetup.

Please join us for drinks and conversations on Friday, 26 June at Queens Collective. Doors open at 6pm, first talk starts at 6.30pm.

A big thanks to our venue and drinks sponsors, Campus Collective (http://www.collectivecamp.us/) and King Content (https://www.kingcontent.com.au/).

Look forward to catching you there!

Lieu & Michelle

Talk 1

BRANDED VIDEO: DEVELOPING A STORY FIRST APPROACH TO VIDEO CONTENTMark Welker
Creative Director, Commoner (http://commoner.com.au/)

With platforms like Youtube and Vimeo now firmly invested in VOD services, and Facebook prioritising video on behalf of its roughly 1.4 billion active users, smart marketers look to video now more than ever to complete a sound content strategy. While the pathways to developing and delivering written content are well trodden, approaches for producing consistently great video are still largely unknown. Successfully navigating the transition from scripted TV to unscripted video can make the difference between a final product that engages, and one that is swiftly forgotten.

Mark Welker, creative director of video content studio Commoner, de-mystifies the inner workings of a modern video production company, highlighting tactics for creating video marketing that engages audiences and satisfies brand objectives.

Mark will take us through the common pitfalls in developing video briefs for external teams, how to make the most of a video budget, getting internal buy-in before the camera rolls, and taking a story-first approach to video marketing.

Talk 2

THE CUSTOMER IS ALWAYS RIGHT: CONTENT STRATEGY BASED ON USER INSIGHTTait Ischia
Content Strategy Lead, Studio Thick (http://www.studiothick.com/)

Earlier this year, Melbourne digital agency Studio Thick redeveloped www.business.vic.gov.au, an online resource for Victorian businesses. As a government website, Business Victoria caters to all Victorians, including people with disability, migrants with low-literacy and the digital illiterate. Unsurprisingly the UX and content stakes are especially high.

Content Strategy Lead Tait Ischia will present Business Victoria - a 2015 Webby Awards nominee - as a case study in user led content strategy. Tait will share with us how Studio Thick strengthened existing research with stakeholder workshops and user interviews to develop a content strategy and information architecture that met the needs of Business Victoria's broad audience.