Content marketing 20 Nov 2012


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A 15 minute presentation to Content Marketing Show 2012, London

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Content marketing 20 Nov 2012

  1. 1. Influence Philip Sheldrake @sheldrake Author of The Business of Influence: Reframing Marketing and PR for the Digital Age, Wiley, 2011 Managing Partner, Euler Partners
  2. 2. An illustrated history
  3. 3. Why develop content? To communicate. Why communicate? To influence. And to be influenced.
  4. 4. You have beeninfluenced when you think in a way you wouldn‟t otherwise have thought, or do something you wouldn‟t otherwise have done
  5. 5. Are you influential?
  6. 6. “You dont have to be a „person of influence‟ to be influential. In fact, the most influential people in my life are probably not even aware of the things theyve taught me.” Scott Adams, Cartoonist.
  7. 7. "If society is ready to embrace a trend,almost anyone can start one – and if it isn‟t,then almost no one can." Dr. Duncan Watts.
  8. 8. Klout – The standard for influenceWe have no scalable facility to ascertain or infer who or what caused someone to change their mind or behavior
  9. 9. Klout – The standard for influence Klout – propensity to have your stuff shared or referenced (positively? negatively?)
  10. 10. We are more influenced by the 150 nearest and dearest than the other 7 billion combined
  11. 11. What is your measure ofcontent marketing success?
  12. 12. EXCITING EXCITING FOR THE FOR THE CONTENT ORG.  TEAMOpportunities to see. Comments. Questions. Purchases. Votes.Retweets. Reblogs. Debate. Measurable change inDownloads. Likes. Expressedintent and knowledge, opinion,Column inches. Views. emotion. behaviour, reputation. (aka Engagement.)Output metrics. Out-take metrics. Outcome metrics.See. Think. Do.
  13. 13. The Six Influence Flows But content has context andTraditional focus of competition for attention, so ignorecontent marketing. the other flows at your peril.
  14. 14. Not all content marketing is human-to-human.Machined media has growing potential influence –content that‟s automatically discovered, presentedand published by machines for humans.
  15. 15. The Influence View of ContentThe „paid, owned, earned‟ contenttaxonomy appears to do nothing butreinforce 20th Century silo thinking.Experimenting with the „InfluenceView of Content‟.What do you think?.. 15
  16. 16. The Business of Influence: ReframingMarketing and PR for the Digital AgePhilip Sheldrake, Wiley, May 2011ISBN