For five days, seven of us ventured to Austin to submerge ourselves in the interactive primordial ooze that is SXSW. Accompanied by several of our clients, we attended sessions, listed to keynotes, and even did a little office-friendly downward dog, courtesy of MindFresh. While practicing a few new yoga moves that improve productivity, we gained an in-depth knowledge of how content and technology affects prospective customers.
In the next few months, we will be sharing our findings with our fellow KHer’s in our SXSBroadway, a series of presentations that focus on key insights from SXSW, and we’ll showcase them right here, on our blog!
What we learned
Content–Distribution and Creation
Everyone knows that content is king! For the past several years, everyone has focused on creating unique content and immersive experiences. Now that these content libraries are full, where is this content going?
Many of us attended sessions on how to distribute content. One of our favorite speakers was Mark Schaefer, he provided great insights on how to break through the clutter and ignite your content.
Personalization, Customization and Testing
Creating content isn’t enough anymore. It can be engaging, it can be entertaining, but if it isn’t personalized, it might not go anywhere.
Increasingly, marketers are struggling to find ways to personalize content to their audiences. BuzzFeed, raining Heavy-Weight Champion of content distribution, shared their insights on how to personalize content and how to optimize a distribution strategy through A/B testing. We gained many insights about “how” and “why” people share content, and how to personalize their journey through a brand story.
Behavior and Memory
Brands are constantly competing for attention. Everyday, consumers are bombarded with messaging from every angle. HeyHuman gave a great presentation on "Neuroplasticity and Tech: Why Brands Have to Change", they talked about some constructive ways brands can adapt their content and context in order to maximize the capacity of their end-users memories.
SXSW was a great experience for our team. We learned about many different topics affecting our industry, explored new technologies, enjoyed live music and consumed amazing BBQ!
We are excited to continue to share our findings and incorporate them into our work. Here are some topics that we will cover on our blog in the next few months.
- Virtual Reality