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Content Marketing Event "ThinkContent Tokyo 2018" Held; Dentsu Inc.'s Waka Sato Takes the Stage
Amana Group and NewsCred held "ThinkContent Tokyo 2018" at amana square in Minato Ward, Tokyo, on September 27. ThinkContent, launched in New York in 2013, is one of the world's largest content marketing events. Held annually in New York and London, this was the second time it was held in Tokyo, following last year.
In today's world where consumer behavior is shaped by content, how much impact can content have on the entire business, and what potential does it hold for significant ROI? This year's theme was "The New Era of Marketing Led by Content." Representatives from advertising agencies and platform providers presented global best practices and the latest trends in corporate communication strategies.
First, Charles Huff, COO of NewsCred, delivered a speech titled "Global Trends in Content Marketing." He began by highlighting a low figure: "In 2017, only about 50% of the 100 million posts on social media were shared four or more times." This underscored the current reality where much of the content created with significant time, energy, and money goes to waste. He then emphasized the importance for companies to collaborate across channels and departments, forming teams with strong lateral connections to quickly measure and improve content ROI. He also expressed the view that "content will become a core asset, like currency, and a tool to maximize collaboration among stakeholders."
Wakayoshi Sato of Dentsu Inc. took the stage alongside Hajime Nomura of Indahash Japan, which connects brands with influencer communities globally, to discuss "The Potential of User-Generated Content." Sato explained that User-Generated Content (UGC), meaning "content created by users," is crucial for considering brand engagement in the SNS era. He further noted it can be utilized not only on SNS but also on owned media and incorporated into B2B businesses. He also highlighted that millennials are the primary creators of UGC, and to engage this generation, the key concepts are "on-demand," "personal," and "authentic."
Other event presentations included: "The New Era of Content Communication to Enhance Corporate Value" by Shunsuke Kamada, Director at Amana Design; "The Future of Discovery: Changing the Perception of Advertising" by Hiroshi Shimose, President of Outbrain Japan, and Hiroshi Ono of Yahoo Japan; Esti Freschlin of News Credo and Mitsuru Honma of ABeam Consulting on "Lessons from the World's Top 50 Best Content Marketing Brands," and Jin Suzuki of Marketo Japan on "Content Utilization in the Engagement Economy Era." These diverse perspectives provided attendees with a deep understanding of the future and challenges of content marketing throughout the day.
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