Breed and Craft - Content Presentation

13,465 views
13,303 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
13,465
On SlideShare
0
From Embeds
0
Number of Embeds
91
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • CONTENT MARKETING IS THE ART OF COMMUNICATING WITH YOUR CUSTOMERS WITHOUT SELLING IT'S PROVIDING SOMETHING RELEVANT, SOMETHING THEY ACTUALLY WANT.
  • Louis Vuitton City Guides – 1 million views
  • Mid Morning Matters with Alan Partridge – 3 million views
  • Tipp Ex 2012 – Hunter & Bear's birthday party - 10 million views
  • 6 million views in 2 weeks
  • Marketers have long assumed that content shared by friends or other influencers carries more weight than paid placements, now we have some proof.
  • PEOPLE EXPOSED VIA SHARING HAD A SIGNIFICANTLY BIGGER LIFT IN POSITIVE ATTITUDES.
  • SO, we know that shared content is best, but what makes shareable content?
  • SHORT IS USUALLY BEST BUT NOT ALWAYS
  • Ken Block Gymkhana 5 in San Francisco - 30 million views
  • TNT launch in Belgium - 38 million views
  • WITH CONTENT MARKETING IT DOESNT MATTER WHETHER YOU PRODUCE SOMETHING FUNNY OR UPLIFTING OR EDUCATIONAL, IT HAS TO RESONATE WITH YOUR AUDIENCE, IT MUST BE RELEVANT TO THEM.
  • Breed and Craft - Content Presentation

    1. 1. THIS IS CONTAGIOUSTHIS IS CONTAGIOUSCONTENT MARKETING IN 2012 AND WHY BRANDS NEED TO STOP INTERRUPTING AND BECOME THE STORY HE IS CONTAGIOUS
    2. 2. ONE-WAY MARKETING ISDEAD
    3. 3. SO WHAT COMES SO WHAT COMESNEXT? NEXT? VIRAL MARKETING IS DEAD
    4. 4. SO WHAT COMES NEXT? VIRAL MARKETING IS DEADWHERE DO WE GO FROM HERE?
    5. 5. ENGAGEMENTVIRAL MARKETING IS DEAD
    6. 6. WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?
    7. 7. CONTENT MARKETING IS A MARKETINGTECHNIQUE OF CREATING AND DISTRIBUTINGRELEVANT AND VALUABLE CONTENT TOATTRACT, ACQUIRE, AND ENGAGE ACLEARLY DEFINED AND UNDERSTOODTARGET AUDIENCE – WITH THE OBJECTIVE OFDRIVING PROFITABLE CUSTOMER ACTION.
    8. 8. ITS THE ART OF COMMUNICATING WITH YOUR CUSTOMERSWITHOUT SELLING
    9. 9. THE MANY FORMS OF BRANDED CONTENT
    10. 10. INFORMATIVE EXPERIENCE
    11. 11. ENTERTAINING EXPERIENCE
    12. 12. INTERACTIVEEXPERIENCE
    13. 13. LIVE BRANDEXPERIENCE
    14. 14. WHY SHARED CONTENT IS BEST
    15. 15. CONTAGIOUSTHIS IS CONTAGIOUSTHIS ISCONTENTMARKETING ISABOUT SHARING HE IS CONTAGIOUS
    16. 16. BRAND LIFT 138%HIGHER FOR THOSEEXPOSED VIASHARINGGeneral Electric study, 2012
    17. 17. WHO SHARES CONTENT?
    18. 18. 27 MILLIONPIECES OF CONTENT ARE SHARED ONLINE EVERY DAY
    19. 19. 23 PERCENTOF ALL SOCIAL MEDIA MESSAGES INCLUDE LINKS TO CONTENT
    20. 20. nielsen study, 2011
    21. 21. HOW DO WE SHARE?nielsen study, 2011
    22. 22. GET YOUR CONTENT READY TO GO ANYWHEREnielsen study, 2011
    23. 23. A GUIDE TO MAKING YOUR CONTENT SHAREABLE
    24. 24. WHAT MAKESSO WHAT CONTENT SHAREABLE? ARE THE RULES OF SO WHAT ARE THE RULES OFCONTAGIOUS CONTAGIOUSCONTENT? CONTENT?
    25. 25. LENGTHSO WHAT ARE THE RULESFACTORS IS ONE OF SEVERAL OF SO WHAT ARE THE RULES OFCONTAGIOUS CONTAGIOUSCONTENT? CONTENT?
    26. 26. LONGSO WHAT ARE THE IF DONE RIGHT CAN WORK RULES OF SO WHAT ARE THE RULES OFCONTAGIOUS CONTAGIOUSCONTENT? CONTENT?
    27. 27. BUT GENERALLYSHORT IS BEST
    28. 28. IT DOESNT MATTER WHAT YOU MAKE AS LONG AS ITS SO WHAT ARE THE RULES OF RELEVANT CONTAGIOUS CONTENT?
    29. 29. You need to create something thatactually has merit, that you wouldsay, "Wow, I want to share that." Andif Cadillac made it for you, youresharing something essentially thatCadillac made and you can get yourbrand message across in a verynatural, non-advertising way.Anthony Batt, Katalyst Media
    30. 30. EXHIBIT A:HOW IT SHOULD BE DONE
    31. 31. WHERE THEMAGIC HAPPENS
    32. 32. 900 DOMAINSIN 36 LANGUAGES
    33. 33. OFFERINGS IN WEBTV, WEB RADIO,ONLINE GAMES
    34. 34. EXPERTS ATAMPLIFYINGLIVE EVENTS ONLINE
    35. 35. 29 MILLION VIEWS
    36. 36. THIS IS CONTAGIOUSTHIS IS CONTAGIOUS10 MILLION VIEWS HE IS CONTAGIOUS
    37. 37. When it comes to producing contentmost brands think about what theywant to see themselves and how toget their company message acrossat all costs. Red Bull does theopposite. It thinks about makingcontent that its audience will want tosee & figures out how to remove asmuch branding as possible.Dietrich Mateschitz, Red Bull Marketing.
    38. 38. CONCLUSION
    39. 39. CONTENT COMESIN MANY FORMS
    40. 40. WE PREFER TOSHARE RELEVANTCONTENT
    41. 41. LIVE BRANDLIVE BRANDEXPERIENCES CANEXPERIENCES CANBRING AWESOMEBRING AWESOMECONTENTCONTENT
    42. 42. AWESOME CONTENTONLINE CAN BRINGVAST REACH
    43. 43. THIS IS CONTAGIOUSTHIS IS CONTAGIOUS HIGH-FIVES ALL ROUND HE IS CONTAGIOUS
    44. 44. THANK YOU

    ×