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The Future of Content Marketing (Paul Kemp-Robertson, Contagious Magazine)
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The Future of Content Marketing (Paul Kemp-Robertson, Contagious Magazine)

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Paul Kemp-Robertson provides an exciting vision of the future of content marketing for consumer brands. How will technology and creativity combine to create a future where brands become publishers as …

Paul Kemp-Robertson provides an exciting vision of the future of content marketing for consumer brands. How will technology and creativity combine to create a future where brands become publishers as well advertisers?

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  • 1. The future of
 Content Marketing Paul Kemp-Robertson
  • 2. PUT THE MOCO IMAGE HERE – READIING MAG IN MASK DIGITAL INNOVATION DAY FRANKFURT Paul Kemp-Robertson Co-founder, Contagious @ContagiousPaul
  • 3. BRANDS HAVE THEIR OWN LAWS OF GRAVITY
  • 4. …BUT THE ‘PULL’ IS A WEAK FORCE
  • 5. of US CPG sales come from the bottom 80% of buyers: the 80 / 20 rule isn’t real Source: Nielsen 2007, quoted in Byron Sharp, How Brands Grow 49%
  • 6. of brands could cease to exist and most people wouldn’t care Source: Havas Media, Meaningful Brands 73%
  • 7. of US Coke buyers buy the brand once a week or more Source: Nielsen, quoted in How Brands Grow by Byron Sharp 4%
  • 8. for passion brands on Facebook, e.g. Nike, Harley, Tiffany Engagement rates are lower than you think / Source: AdAge 0.66%
  • 9. ‘Consumers are cognitive misers’
  • 10. PENETRATION WHIPS LOYALTY’S ASS
  • 11. THE FUTURE IS…
  • 12. CONTEXT
  • 13. No one lives their lives according to media silos
  • 14. TIME PLACE PLATFORMS INTENT HABITS WEATHER, ETC Context PERSONA :
  • 15. Alan Kay (*If you outsmart the competition, you don’t need to outspend them) ‘Context is worth 80 IQ points’
  • 16. Georgia Coffee (Creepy!) Vending Machines
  • 17. Klepierre / The Inspiration Corridor Personalised Retail / Moodboards
  • 18. @ContagiousPaul DANKE!
  • 19. Sign up for our Content Marketing Newsletter 
 and receive the latest news for Digital Innovation Day 2015: www.syzygy.net/newsletter

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