{"id":1385,"date":"2017-11-01T06:43:51","date_gmt":"2017-11-01T06:43:51","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/stop-thinking-content-first\/"},"modified":"2017-12-22T21:53:36","modified_gmt":"2017-12-22T21:53:36","slug":"stop-thinking-content-first","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/stop-thinking-content-first\/","title":{"rendered":"Stop Thinking Content First"},"content":{"rendered":"

In an age of voice activation and intelligent assistants, developing an integrated connections idea and identifying the need for creating content is changing the publishing process, says UM’s Rob Hersey.<\/em><\/p>\n

There are 95 million photos and videos being posted on Instagram every day, 300 hours of video content being uploaded to YouTube every minute, and 3 billion snaps created per day. It\u2019s safe to say there\u2019s no shortage of content which begs the question, does the world really need more?<\/p>\n

As Creative Director for UM Studios, creating content across some of UM\u2019s biggest brands, this may seem like a pretty radical question. On the contrary, it\u2019s not about creating less content, it\u2019s about making sure we are identifying the right approach that will help inform the type of content we are creating.<\/p>\n

With so many channels and formats it\u2019s easy to go straight to saying things like \u201clet\u2019s use influencers,\u201d or \u201clet\u2019s create a series of long form vignettes on YouTube\u201d or \u201cooh, how about 6 second videos? Those are slick!\u201d The real challenge is identifying why we need this content to begin with. What\u2019s the powerful insight or idea that can inform the role of content? With that said, if we\u2019re leading with content first, we could be missing the larger point \u2013 and critical steps in between.<\/p>\n

Upon writing this, I happened to attend an Advertising Week panel discussion called \u201cSubstance Will Be Viral\u201d where Armando Turco, General Manager, Vox Creative, Jeannie Chu, VP Global Brand Content for American Express, and Alex Bodman, Global Creative Director for Spotify discussed this very issue.<\/p>\n

In the session, they addressed the fact that there is a disproportionate amount of poor content to premium content and that maybe we should reevaluate both the volume of content, and its purpose in the first place. It was a serendipitous moment of \u201cYes! This is exactly what I\u2019ve been taking about. I\u2019m so relieved I\u2019m not the only content person that thinks this.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Developing an integrated connections idea and identifying the need for creating content is changing the publishing process.<\/p>\n","protected":false},"author":44,"featured_media":1548,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1385","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nStop Thinking Content First - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/stop-thinking-content-first\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stop Thinking Content First - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Developing an integrated connections idea and identifying the need for creating content is changing the publishing process.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/stop-thinking-content-first\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-01T06:43:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-22T21:53:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/content.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/stop-thinking-content-first\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/stop-thinking-content-first\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"Stop Thinking Content First\",\"datePublished\":\"2017-11-01T06:43:51+00:00\",\"dateModified\":\"2017-12-22T21:53:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/stop-thinking-content-first\\\/\"},\"wordCount\":341,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/stop-thinking-content-first\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/content.jpg\",\"articleSection\":[\"Thought Leadership\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/stop-thinking-content-first\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/stop-thinking-content-first\\\/\",\"name\":\"Stop Thinking Content First - 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