Content Marketing

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Content Marketing

  1. 1. CONTENT MARKETING IN 2013 4Ps Marketing Digital EDGEucationhttp://www.flickr.com/photos/83346641@N00/3562071888/
  2. 2. neilperkin.typepad.com @neilperkin
  3. 3. THE CHANGING DYNAMIC OF POEGAFATHE SPREAD OF CURATIONTEST AND LEARN
  4. 4. THE GROWTH IN CONTENT MARKETING 90% of respondents believe that content marketing will become more important over the next 12 months 73% of digital marketers agree that ‘brands are becoming publishers’. 64% agree that content marketing ‘is becoming its own discipline’.http://econsultancy.com/uk/reports/content-marketing-survey-report
  5. 5. http://econsultancy.com/uk/reports/content-marketing-survey-report
  6. 6. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report
  7. 7. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individualshttp://econsultancy.com/uk/reports/content-marketing-survey-report
  8. 8. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flowhttp://econsultancy.com/uk/reports/content-marketing-survey-report
  9. 9. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow ”…brands arent set up to be publishers. They dont necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience” Josh Sternberghttp://econsultancy.com/uk/reports/content-marketing-survey-report
  10. 10. Messaging Polished blockbuster Like vs vs vs Amplification Fast, snackable Lovehttp://www.nickburcher.com/
  11. 11. ADVERTISING Paid search, display, affiliate Paid placements Atomisation of content into ads Paid DIGITAL PARTNER PROPERTIES NETWORKS Websites, CRM, microsites, Owned Earned Word of mouth, Digital PR, Influencer Social presence outreach Atomisation of conversation through APIs and social widgetshttp://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
  12. 12. Google Panda updateDiscoverability: quality, originality, shareability of content
  13. 13. Shift to always on, and sharp spikes of attentionThe average half life of 1,000 popular bitly links was 3 hours
  14. 14. Struggling to get his 2-year-old daughter to sleep, Mansbach let off some steam in the form of a status update: "Look out for my forthcoming children’s book, ‘Go the — to Sleep.
  15. 15. Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version
  16. 16. GAFAhttp://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game
  17. 17. GAFA & The Vertical Stack Messaging Context (location, social, identity, advertising, recommendation) Payment ecosystems Access (apps & browsers) Content (Platforms, Streaming, Cloud) Operating System Hardwarehttp://www.flickr.com/photos/darwinbell/
  18. 18. Messaging Facetime, Hangouts, Chat, FB Messenger, Skype integrationContext (location, social, identity, advertising, Location, Social graph, identity, personalisation & recommendation) recommendation, advertising Checkout, Wallet, iTunes, NFC, Amazon payments, Payment ecosystems Facebook CreditsAccess (apps & browsers) Chrome, Silk, Safari, Facebook, Apple Android app ecosystems Content (Platforms, Streaming, Cloud) AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music Operating System Apple IoS, Android, Facebook as social OS Hardware Chromebook, Motorola, Apple devices, Kindle
  19. 19. Google Search Plus Your World
  20. 20. Distributed and Destination thinking You have to be on our property for us to monetise We can monetise anywhere
  21. 21. Algorithmic Social Professional THE 3 PILLARS OF CONTENT CURATION
  22. 22. The new content curators: professional 3 posts, 50 tweets a day 500,000+ UUs 150,000 newsletter subscribers 270,000 followershttp://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
  23. 23. The new content curators: social
  24. 24. The new content curators: alogorithmicMore than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
  25. 25. The new content curators: algorithmic
  26. 26. Professional + Algorithmic + Social Curation
  27. 27. Content HubsAmEx’s OpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month
  28. 28. ‘Stock and Flow’“Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (ortwo years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.” “Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.”http://snarkmarket.com/2010/4890
  29. 29. Bonfires and Fireworks
  30. 30. 70% of the content should be low risk, bread and butter marketing20% should innovate off what works10% should be high risk ideas that will be tomorrows 70% or 20%
  31. 31. Goal for live stream viewership was set at 300,000. By the end of the game, it had captured over 9m views, with over 600,000 concurrent users People engaged with the live stream for an average of 28 minutes 66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
  32. 32. Key PointsCustomer experience rather than individual channelsContent calendars, not just campaignsOriginal, shareable contentHow can content be useful? Facilitation, participation and curationDistributed and destinationTest and learn
  33. 33. Thank you!neilperkin.typepad.com @neilperkin

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