The content manager: - Get rid of the scumbag!

Five smart things to think about when shifting attitudes and perceptions.

- There is no doubt that content marketing is a very effective tool for solving demanding communication tasks, says Head of Content at Aller Media, Asbjørn Halvorsen.

Together with a team of specialists in content production, video and design from Aller Concept Store, he has just held the breakfast seminar "Power Hour" with inspiration and refreshment for advertisers in all industries.

- If you, as an advertiser, manage to meet consumers "at eye level", you have opened the most important door. Good content is not product information - it is about telling stories that people can identify with, he says.

Here are five key takeaways from Aller Media's content experts:

1. Content marketing must always solve a problem or speak to people's needs. It is a prerequisite for creating recognition and relevance with those we are trying to reach. Put real people at the center of the story, let them be the message and the challenge.

- Real people with experiences, feelings and needs are the strongest communication there is. Why? Because we are always looking for something or someone who can make our lives better, says Asbjørn.

2. Design and visual elements are not decoration. They are a fundamental and often crucial part of communication.

- How and why are closely related. A font can be friendly, it can be cool. Same with colors. It is no coincidence that Donald Trump wears a red tie. It signals strength, love, energy – and not least power, says senior designer Emilie Holmquist.

3. Video is about emotion, action and confrontation.

- Living images must have temperature for people to choose to watch it. There must be something at stake, the video must make a point that images cannot, and remember – there is always an element of action or drama, you just have to find it. A vacuum cleaner that makes its way into impossible places can be raw action, says Thomas Rasmus Skaug, who is a video producer at Aller Concept Store.

4. Vertical video content! A format that people love and are used to from reels on social media. Here we create content where the video carries the story on its own.

- This is a very playful and exciting solution that generates good traffic, says Thomas Rasmus. Check out the video we made for Viaplay's new series "Kjartan riðedder upp"

5. How to reach women – discerning readers, valuable consumers! At Aller Media, we have 1.6 million women – and we know what they want!

- We understand them because we talk to them all the time through our content, both editorially and commercially, says Caroline Berge, content producer and specialist in women's content.

- We have built that trust over many years. The women in KK, Se og Hør and Dagbladet come to us because we take them seriously – and they know they will get inspiration, updates and good advice on lifestyle, health, fashion and beauty, which will make their lives better!