The document discusses trends in marketing, including that robots will increasingly filter and predict what users see, and that content marketing must be optimized for mobile. It advocates developing creative, high-quality content that will break through "filter bubbles" and gain loyalty through multiple traffic sources. The author's company focuses on strategy, creativity, and technology, and developing content using principles like being simple, unexpected, and telling stories.

1. The Future for Marketers:
Creativity, Technology &
Strategy
Paddy Moogan

2. Strategy
Creativity Technology

3. The Future

4. The Past

9. Strategy
Creativity Technology

10. Strategy
Creativity Technology

11. My job back then was straightforward
@paddymoogan

13. A few hundred words of content

16. Job done

17. Strategy
Creativity Technology

19. @paddymoogan

20. This was my first infographic
@paddymoogan

22. @paddymoogan
It was shit

23. All I cared about was links
@paddymoogan

24. Things were starting to change
@paddymoogan

25. @paddymoogan
2010 – Caffeine Update

26. Caffeine was a clue of what would be
@paddymoogan
coming

27. @paddymoogan
2011

28. Panda worked very, very well
@paddymoogan

29. Organic traffic

30. Revenue from organic search

31. There was collateral damage

32. But Google were fine with that

33. These didn’t matter as much

34. What did we do?

35. We started to invest more in
@paddymoogan
understanding content

36. We invested in outreach & PR

37. We learned more about creativity
@paddymoogan

38. @paddymoogan
We built this

40. 750 Linking Domains, 12,000 Tweets, 150,000 Likes

41. Our competitors were often beating us
@paddymoogan

42. Buying links

43. Focusing on manipulation of search
@paddymoogan
signals

44. Honestly, we were laughed at
@paddymoogan

45. We lost business because of this

46. We continued to build the creative team
@paddymoogan

47. We realised that scalable link building
@paddymoogan
was at risk

48. @paddymoogan
Google had shown us…

49. I think we will see a "Panda for links"
Will Critchlow, Distilled a few
months before Penguin

50. @paddymoogan
2012

51. Most SEOs
Google

52. …we’d built around 20 “big” content
pieces and got some good links
@paddymoogan

53. Some good, some not so good
@paddymoogan

54. But links are only one part of this content
@paddymoogan
thing

55. Strategy
Creativity Technology

56. We started to think more about strategy
@paddymoogan

57. We were reporting on the wrong things

58. We were reporting on the wrong things

59. Measure people, not sessions

61. The Future

62. 3 Big Trends
1. Robots are filtering everything we see
2. Robots are predicting what we want to see
3. Content marketing is mobile marketing

63. 3 Big Trends
1.Robots are filtering everything we see
2. Robots are predicting what we want to see
3. Content marketing is mobile marketing

66. Source

68. Your content needs to break
through filter bubbles

69. This is good, but not enough

70. You need a wide range of
traffic sources to break
through filter bubbles

71. Loyalty is your goal

72. We have a common framework to use
@paddymoogan

74. 6 principles made an idea “sticky”
Simple
Unexpected
Concrete
Credible
Emotional
Story

76. Simple
Unexpected
Concrete
Credible
Emotional
Story
The core message is simple

77. Simple
Unexpected
Concrete
Credible
Emotional
Story
It’s a novel execution

78. Simple
Unexpected
Concrete
Credible
Emotional
Story
It takes something abstract & makes it visible

79. Simple
Unexpected
Concrete
Credible
Emotional
Story
It’s based on sound data

80. Simple
Unexpected
Concrete
Credible
Emotional
Story
Interest in routines of creative people

81. Simple
Unexpected
Concrete
Credible
Emotional
Story
It tells the story of these creative people

82. We use this framework to evaluate all our
@paddymoogan
content ideas

83. The key here isn’t the framework
@paddymoogan

84. It’s the ability to give each other useful
@paddymoogan
feedback

85. Hey Phil, I have this
awesome content
idea, it’s amazing.

86. Hey Phil, I have this
awesome content
idea, it’s amazing.
No Paddy, it’s shit

87. We bring our outreach and PR team into
@paddymoogan
the process early

88. What websites do you think would cover
@paddymoogan
this content or story?

89. Would you be happy to promote this
@paddymoogan
piece of content?

90. 3 Big Trends
1. Robots are filtering everything we see
2.Robots are predicting what we want to see
3. Content marketing is mobile marketing

91. @paddymoogan

92. Ray Kurzweil Joins Google In Full-Time
Engineering Director Role; Will Focus On
Machine Learning, Language Processing
@paddymoogan

93. @paddymoogan
2013 - Hummingbird

94. @paddymoogan

95. @paddymoogan

96. …inventor and futurist Ray Kurzweil talked
confidently about making Google’s current
@paddymoogan
search technology obsolete.
Source

97. …inventor and futurist Ray Kurzweil talked
confidently about making Google’s current
@paddymoogan
search technology obsolete.
Source

98. He said this in June 2014
@paddymoogan

99. @paddymoogan

100. Indexing Understanding
@paddymoogan

101. @paddymoogan
Predicting

103. Source

105. “My vision when we started Google 15 years
ago was that eventually you wouldn't have
to have a search query at all. You'd just
have information come to you as you
needed it.”
Source

106. They are predicting what adverts we
@paddymoogan
want to see too

107. “We want to get you out of Google and to
the right place as fast as possible.” - 2004
@paddymoogan

108. @paddymoogan

109. @paddymoogan

110. @paddymoogan
This also happened in 2004…

111. It’s never going to slow down
@paddymoogan

112. @paddymoogan

113. @paddymoogan

114. @paddymoogan

115. @paddymoogan
TIME
TOTAL SIGNAL INFORMATION
implicit signal explicit signal

116. @paddymoogan
TIME
TOTAL SIGNAL INFORMATION
implicit signal explicit signal

117. @paddymoogan
TIME
TOTAL SIGNAL INFORMATION
implicit signal explicit signal

118. @paddymoogan
TIME
TOTAL SIGNAL INFORMATION
implicit signal explicit signal

119. @paddymoogan
TIME
TOTAL SIGNAL INFORMATION
implicit signal explicit signal

120. Context

121. Context is more important than keywords
@paddymoogan

122. We need to move beyond keywords and
@paddymoogan
towards context

123. We need to understand our customers and
meet their expectations

124. 3 Big Trends
1. Robots are filtering everything we see
2. Robots are predicting what we want to see
3.Content marketing is mobile marketing

125. Source
Mobile search overtaking desktop

126. 77% of mobile searches are in a location
where people have a PC available to them
Source

127. Technical setup of 100 US Online Retailers
Source

128. Traffic to our client website by device
Source: Recent B2B Distilled campaign

129. Traffic to a piece of content
Source: Recent B2B Distilled campaign

130. Towards the end of last year we
launched some pretty big design
improvements for Search on
mobile and tablet devices
Jon Wiley
Lead Designer for Google Search - Source

131. Today we've carried over several
of those changes to the desktop
Jon Wiley
experience.
Lead Designer for Google Search - Source

132. Source
Dr. Pete predicted this

133. Source
Mobile vs. Desktop Facebook users

134. Source
Mobile vs. Desktop Facebook users
Desktop Only

135. Source
Mobile vs. Desktop Facebook users
Mobile Only
Desktop Only

136. How do people find your content?
@paddymoogan

139. So we just need to make our
Some members of the audience
Right now
websites responsive?

142. 400,000 visits from m.huffpost.com

143. Traffic from Facebook

144. Traffic from Facebook

145. @paddymoogan
Just knowing technology
is NOT enough

147. Your content needs to be mobile first

149. Last touch attribution doesn’t work well for mobile

150. Apple Pay is still very new

151. Source

152. https://qualaroo.com/products/mobile/

153. https://qualaroo.com/products/mobile/

154. Strategy
Creativity Technology

155. Thank you!
Paddy Moogan
VP Operations London, Distilled
@paddymoogan