Beth Gladstone owner of Built By Content joins this weeks future state of podcast with Danny Denhard & Nick Walter. We discuss everything content related, and go deep into the future state of content, including channels like TikTok, YouTube Shorts aka micro content, why video is a must for most not all and what we can learn from Paris Hilton, the rise of long form content and why automation and SEO will always be essential channels. 

Connect With Beth

• Check out Beth's agency - https://www.builtbycontent.com
• Her instagram filled with recommendation - https://www.instagram.com/bethbycontent/
  Or 
• On LinkedIn https://www.linkedin.com/in/beth-gladstone/

Take Away Moments 

Beth's Quotables 

• Brands need a mission to guide all content (look at Oatly & Olio for brand inspiration) 
• The questions to ask if you are struggling with content: 
  • Q. What is the aim here? Q. Why do you want to do that? Q. Does that map back to the overall company goals? - Beth 
  • Vanity metrics seem great but don't get obsessed by them and what they need  

Danny's Quotables  

• Make art not content - make art that is not lost in social feeds 
• E I E Framework: educate, inspire and entertain. The core pillars that people should build content around

Nick's Quotables

• "the normal kind of VR production for example, is like producing a video game. Or a short film or something like that. It's very, very labor intensive, very expensive. You're talking 50,000 upwards to create a one-off VR experience that doesn't really live on. You know, it's an experience you have and once you've had it, once you're very unlikely to return to it, unless it's significant" 

The Future State Of Content Predictions

Beth's 

• Longer form content 
• Content automation
• Mini docuseries for B2C brands (B2B brands have led the way for years)
• Programmatic SEO
• More experience based content - multi touch content 

Nick's 

• AR & VR content creation tools 
• A lot more interactive content that we will be engaged with and seeking out 
• Content that drives the physical not just the digital 

Danny's 

- Experiences

- Creator editor role

- Live stream come and go for most

- Live debate — duet remixing

- CCTV style content

- Art not content. NFTs prime example

- Search vs discovery vs paywall 

Want to listen to the future state of content again, jump tp to 43 mins for the predictions  

Thanks for listening this year. Nick and I return to help recap 2021 and help you think about where 2022 is going and how to shape some of your thoughts: 

The 2021 Wrap Up Episode 

The most listened to The Future State of podcast(s) of the year:

Listen to the previous podcasts here

1. The Future State of NFT's
2. The Future State Of Social Media & Social Networks Podcast
3. The new email client 

• Riverside - Why? For recording podcasts, webinars etc
• Canva - Why? Easy design
• Fiverr - Why? For cheap resources
• Apple podcast app - Why? For listening to podcasts

• Product: iPad Pro 2021 - Why? Replaced my laptop and brilliant for multitasking and removing the need to have multiple devices.
• Apps:
  Podcast tool - Descript Why? Edit podcasts by word and phrases not
  around.co - Why? App that helps to shape an organisation around communications and effective comms, like sending notes post meetings to all attendees.

The Future State of 2022 

Nick’s Predictions

• Life: Staycations
• Tech: Work - Private members clubs & branded workspacesMetaverse future - Apple's AR & VR (mixed) headsetTikTok continued dominance, NFT's become usable, Improvement in NFT's, Improved audio.

Danny’s Predictions

• Life: First super app, New UGC platform, a boom in Payless stores, contactless and innovation in online purchases, BNPL moving towards digital banks and going after food space
• Work: Consolidation (Danny's consolidation blog post referenced) In banks, food delivery, shift to third place, hybrid future of work, huge IT hacks (Danny’s brother’s IT support https://www.ittroublefree.co.uk/business/ and solutions company)

Contact Nick and Danny

Contact with ideas you would like Danny and Nick to record podcasts on dannydenhard+futurestate@gmail.com

Contact here to apply to appear on the show as a guest 

This week Danny Denhard and Nick Walter return with another instalment of the future state of podcast. 

We discuss the future state of savings and discounts not just the craziness of Black Friday and cyber Monday. 

The Good

• General savings for consumers
• Often makes expensive seasonal gifts more affordable

The Bad

• The strain it places on logistics
• The work environment in many businesses becomes more stressful, creates more issues with internal teams and many businesses actually lose money rather the traditional Black Friday where businesses started to make money

The Ugly

• Consumerism crisis
• The cost of delivery on the environment
• Material gifts at Xmas

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Important Topics Discussed: 

• Black Friday has been undone in the UK - The biggest retailers are all doing it differently. It’s causing confusion and chaos for consumers
  We saw ‘fake Black Friday’ a week early (19th) in the U.K. - devaluing what Black Friday and Cyber Monday was designed for
  Many are pushing Black Friday week and Black Friday month.
  We have seen huge year on year growth of sales for Black Friday
• Singles Day
  The West has adopted Single Day, which is traditionally an unoffical Chinese singles holiday. Singles Day in the UK is actually in March
• Amazon’s Influence
  Prime Day - The day(s) where Amazon drives savings across the marketplace - the biggest brands can drive attention and savings to their customers as part of their brand moat
  Amazon are reportedly planning to open 260+ stores over the next few years aka they truly know UK are hybrid shoppers 80% in store - 20% online so shopping in the U.K. has to be considered to have retail presence + online.
  We now have Prime expectations, subscription enables us to have: fair prices, quick delivery, free returns.
• Brands using biases against us: Cashless Effect (contactless transactions drive 8% more spend as seem like you are not spending as much money, this is why casino's use chips... seems less than cash),
• Brands that don’t discount might actually win the long game, brands include - Apple, Peloton, Chanel, Louis Vuitton, Tiffany & Co, Lululemon
• Unsung Heroes - Forums and groups
  Many saving related forums are super popular
  Thousands of Facebook groups dedicated to it
  The science behind why Aldi and Lidl surprise aisle
  Many groups dedicated to how to gain an extra saving, use certain points schemes, leverage the best deals

Watch the Decarbonising The Art World Video Nick mentions.

Tell Us What You Think: Let's us know what you think of the future state of saving on twitter... @dannydenhard or @nickwalter23 

Or Connect with us 

Danny on LinkedIn == Nick On LinkedIn