Why
content
strategy
matters
alchemycontent.com

in media
There is a
storm raging
http://www.flickr.com/photos/licosp/1681329353

Old ways have been turned
on their head

It’s difficult
to keep up

Even the branded
website is out of date
http://bigphoto1.blogspot.com/

So how
the hell
do you
approach
it all? http://bigphoto1.blogspot.com/

Get to grips with social media

We are all
publishers
now

Media is
a passive
no longer
experience
http://www.flickr.com/photos/lexrex/59956502

Don’t think…
Audience
Viewers
Listeners
Readers

Think…
Community
Fans
Users
Network

not at them
Talk with people
http://flickr.com/photos/hamedmasoumi/1835907062

People want to engage

People want to engage
with
each
other

People want to engage
with
with
each
you
other

People want to engage
with
with each
with
each other
you
other about
you

Ignoring this
is not
an option
for brands
http://flickr.com/photos/blakeimeson/2743011812

“It is not the strongest of the species that survive…
…but the ones most responsive to change”
Charles Darwin

http://www.flickr.com/photos/lecates/462153264

=

So
define
your
strategy

Get to grips with social media
Commit to working with it

Jim wants
to promote
his brand
online

He doesn’t
have time
to get into
social media

The work experience girl
manages his Facebook

He’s stuck
some videos
on YouTube
http://flickr.com/photos/thms/411770953/

He doesn’t This is another
damn fad…
see much
response

So spends
his budget
on costly
traditional
marketing http://bigphoto1.blogspot.com/

Jim did not
commit to
the medium!

Your digital profile =
Primary point of contact
with consumers worldwide

Invest resources
Accordingly

Digital Media Stats:
Source: Universal McCann April 2008
83% watch video
78% read blogs
57% use social networks
48% listen to podcasts
39% use RSS feeds

Digital Media Stats:
Source: Datamonitor 2008
6/10 top internet
sites are social
(In 2005 it was 0/10)
UK social network
Use to treble from
9.6m to 27m by 2012

Retain your
brand’s
professional
values…
…where
amateurs
dominate
http://flickr.com/photos/joeshlabotnik/305410323/

Get to grips with social media
Commit to working with it
Stand out from the crowd

Your
content
needs to be
better than
hers

Add value

Encourage
conversation
and sharing

Update regularly

Be ready to act fast
This thing is always on
http://flickr.com/photos/dominicspics/2283374387

Remain
authentic
honest and
transparent
http://flickr.com/photos/ysgellery/3103708893

Be prepared for
more disruption
by being involved now

Livecasting
http://flickr.com/photos/jamescridland/612782641

Livecasting
Have the
best access
http://flickr.com/photos/jamescridland/612782641

Geopositioning
http://flickr.com/photos/schoschie/3199803970

Geopositioning
Ensure they
will always
find you

Mass collaboration

Mass collaboration
Harness the
passion of
your fans

Monitor everything. And react
http://flickr.com/photos/ysgellery/3103708893

Get to grips with social media
Commit to working with it
Stand out from the crowd

Get to grips with social media
Beyond marketing
broadcasting
own website
Feeds Widgets Mash-ups Mobile

Commit to working with it
Don’t leave this to amateurs

Stand out from the crowd
Professionally handled
content, strategy
and execution

Thank you.
Visit us: alchemycontent.com
tom@alchemycontent.com
Email us:
matt@alchemypr.com
Call us: +44 20 8996 4832
Alchemy Content Ltd
Gable House
18-24 Turnham Green Terrace
London
W4 1QP
Follow us on Twitter! @alchemycontent