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Content in todays communications landscape

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  • Expand your Target PublicsOpportunity is far greaterbutwe are all in a fight for attentionTHINK BEYOND YOUR MEDIA TARGET GROUPS
  • Transcript

    • 1. Marketing CONTENT IN TODAY´S COMMUNICATIONS LANDSCAPE
    • 2. Agenda
      • ChangingTimes
      • 3. SearchEngine OptimisationversusSocial Media Optimisation
      • 4. Brand PR
      • 5. Content and Consumption
      • 6. ContentTargetingand Engagement
      • 7. What has changed and whatdoweneed to focus on
    • Times ARE CHANGING…
      …SO ARE OUR JOBS
    • 8. The Brain of a Communicator in 2010
    • 9. Start thinkingcommunitynotigeography
      As media and contentconsumptionis beingliberated from geography – so should media and contentsupply.
      • Everybody is nowlocal
      • 10. Everybody is now a stakeholder
      • 11. New technology, new participation, new models
      Tactics are wheregeography andlanguage come into play, but it shouldnot be a starting point for strategy.
    • 12. Seo Vs. SMO – what’s the difference?
      So we are all doingSearch Engine Optimisation (SEO)?
      Howmany of us are doing and synching Social Media Optimisation (SMO)?
    • 13. The Who, What and Where of StakeholderSearch
      ?
      Do you know?
      WHO is searching?
      WHATtheysearch for?
      WHERE they are located?
      Toooften the answer to all the abovequestions is no!
    • 14. BRAND PR
      The classic branding questions for all organisations to answer
      What are we all about ?
      What are we best at ?
      How do we convert that promise to the consumer?
      Unlike traditional branding channels, brand PR is based on content which tells a story
    • 15. The Brand PR ”Sweet Spot”
      All Brand PR messaging must attempt to hit the sweet spot with your storytelling!!!
    • 16. Whydoescontentmatter?
      It tells your story
      It answerspeoplesquestions
      It inspires and entertains
      It motivates and educates
      It managesexpectations
      It brings your brand to life
      It builds OR breaks trust
      It drives decisionmaking!
    • 17. WhatContentproductsdo you currentlyuse?
      Howmany of thesetools are you currentlyresponsible for?
      Source
    • 18. To understandcontent marketing weneed to understand the new model of consumption.
    • 19. Purchasing has changed
      The oldmodel of buying
      • Talk to an organisations sales representative
      • 20. Talk to a distributor or reseller
      • 21. Read productliterature
      • 22. See and act on an advert in relevant media
    • The world of Educatedbuyers
      In today’s world webaseourpurchasingdecisions on:
      • Google searches
      • 23. Directengagement with companywebsites
      • 24. Online portals and websites
      • 25. Listening and acting on the opinions of likemindedindividuals online (in our social networks, influential bloggers wefollow)
      The highlysought after WORD OF MOUTH
      has becomeWORD OF MOUSE.
    • 26. Journalism + Marketing = Content marketing
      Stakeholderengagement best achieved by Publishing NOT Marketing - successful organisations that are winning the battle of information realise this…
      …along with the productsthey offer, one of theircoreproducts is information.
    • 27. What is my Contentstrategy?
      Someusefulquestions to start with:
      • How is my contentbeinggenerated?
      • 28. Who is generating my content?
      • 29. Am I using multiple formats?
      • 30. Am I making my contentaccessible?
      • 31. Am I making my content easy to view?
      • 32. Am I making my content easy to use and share?
      ?
    • 33. What is my engagementstrategy?
      The 3 I’s of engagement:
      INTERACTION
      The action a person takeswhilst present at those touch points
      INTIMACY
      The affection a person holds for a brand
      INFLUENCE
      The likelihood a person is to advocate on behalf of a brand
      I
    • 34. The key question for communicators over the nextfewyears…
      • Do wewant to stop being Cinderella at the Marketing ball?
      • 35. As content marketing becomesmoreimportantdowewant to gain a largershare of ourcompanies or clients’ marketing spend?
      • 36. …if so:
      Start shaping and targeting
      ourmessaging and content like the marketers!
    • 37.
    • 38. Swedish ContentConsumersAGED 18 – 24 vs. aged 35 - 44
    • 39. 3 Key contentcreation tips
      1,2,3
      • Stop creating, writing and publishing content for your CEO
      • 40. Start creating, writing and publishing content for your customeraudience
      • 41. Remember - content is personal 
    • Mostfollowed person on twitter in uk general election
    • 42. Who’s job is it to producecontent?
      Who is your CEO?
      ChiefEditorial Officer
      Who is your ChiefConversation Officer?
      Do you haveone or many?
      Wheredoescontent come from?
      Look internally - Clients Services, R&D, Engineering, Sales, Productionetc
      Identify and engage with your internal storytellers. They will provide your Social Media Optimisation
      ?
    • 43. COMMUNICATION IS AND always has been a two way process
      x
      Today’s modern communicator needs to let go of news management and control…
      …and start thinking and engaging in news and reputation conversation
    • 44. SO WHAT HAS CHANGED?
      Opportunity… Speed… Reach… ContentPlatforms…
      What has notchanged?
      The fundementals of good public relations
      …A good story is still a good story
      …Good writing is still goodwriting
      …A headline (or 140 character elevator pitch) is
      still whatcatchesattention
      …Good relationshipbuilding is still whatsecurescoverage
    • 45. A Final Piece of Advice…
      Stop thinkingabout all the new
      content PLATFORMS…
      …Continuethinkingaboutcreating
      innovative and engaging CONTENT!
    • 46. Butbeware of thesepeople!
      …I see and hearmany of thesepeoplewalking the streets of London, New York and Stockholm!
    • 47. Where to find me!!!
      Jonathan Bean
      Chief Operating Officer
      Jonathan.bean@mynewsdesk.com
      @jonobean
      www.linkedin.com/in/jonathanpbean

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