Content in todays communications landscape
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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

Content in todays communications landscape Content in todays communications landscape Presentation Transcript

  • Marketing CONTENT IN TODAY´S COMMUNICATIONS LANDSCAPE
  • Agenda
    • ChangingTimes
    • SearchEngine OptimisationversusSocial Media Optimisation
    • Brand PR
    • Content and Consumption
    • ContentTargetingand Engagement
    • What has changed and whatdoweneed to focus on
  • Times ARE CHANGING…
    …SO ARE OUR JOBS
  • The Brain of a Communicator in 2010
  • Start thinkingcommunitynotigeography
    As media and contentconsumptionis beingliberated from geography – so should media and contentsupply.
    • Everybody is nowlocal
    • Everybody is now a stakeholder
    • New technology, new participation, new models
    Tactics are wheregeography andlanguage come into play, but it shouldnot be a starting point for strategy.
  • 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)?
  • 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!
  • 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
  • The Brand PR ”Sweet Spot”
    All Brand PR messaging must attempt to hit the sweet spot with your storytelling!!!
  • 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!
  • WhatContentproductsdo you currentlyuse?
    Howmany of thesetools are you currentlyresponsible for?
    Source
  • To understandcontent marketing weneed to understand the new model of consumption.
  • Purchasing has changed
    The oldmodel of buying
    • Talk to an organisations sales representative
    • Talk to a distributor or reseller
    • Read productliterature
    • See and act on an advert in relevant media
  • The world of Educatedbuyers
    In today’s world webaseourpurchasingdecisions on:
    • Google searches
    • Directengagement with companywebsites
    • Online portals and websites
    • 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.
  • 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.
  • What is my Contentstrategy?
    Someusefulquestions to start with:
    • How is my contentbeinggenerated?
    • Who is generating my content?
    • Am I using multiple formats?
    • Am I making my contentaccessible?
    • Am I making my content easy to view?
    • Am I making my content easy to use and share?
    ?
  • 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
  • The key question for communicators over the nextfewyears…
    • Do wewant to stop being Cinderella at the Marketing ball?
    • As content marketing becomesmoreimportantdowewant to gain a largershare of ourcompanies or clients’ marketing spend?
    • …if so:
    Start shaping and targeting
    ourmessaging and content like the marketers!
  • Swedish ContentConsumersAGED 18 – 24 vs. aged 35 - 44
  • 3 Key contentcreation tips
    1,2,3
    • Stop creating, writing and publishing content for your CEO
    • Start creating, writing and publishing content for your customeraudience
    • Remember - content is personal 
  • Mostfollowed person on twitter in uk general election
  • 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
    ?
  • 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
  • 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
  • A Final Piece of Advice…
    Stop thinkingabout all the new
    content PLATFORMS…
    …Continuethinkingaboutcreating
    innovative and engaging CONTENT!
  • Butbeware of thesepeople!
    …I see and hearmany of thesepeoplewalking the streets of London, New York and Stockholm!
  • Where to find me!!!
    Jonathan Bean
    Chief Operating Officer
    Jonathan.bean@mynewsdesk.com
    @jonobean
    www.linkedin.com/in/jonathanpbean