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Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
Demystifying Content Marketing
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Demystifying Content Marketing

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My talk from our D2 conference on Content Marketing.

My talk from our D2 conference on Content Marketing.

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  • 1. DEMYSTIFYINGCONTENT MARKETING@CandaceKuss,ECD, Interactive Lab#HKD2 Conference 15 November 2012
  • 2. “CONTENT IS KING” - Bill Gates, 1996Image: fr.wikipedia.org
  • 3. THE MODEL IS NO LONGER PAGES, BUT SHARABLE OBJECTS Phone: Scrappy Sticky Inky Mess
  • 4. C.O.P.E. — CREATE ONCE, PUBLISH EVERYWHERE
  • 5. BUT, CUSTOMIZE FOR YOUR AUDIENCE + THEIR PLATFORM
  • 6. BRAND CONTENT, A DEFINITION FOR TODAY Content created as part of an integrated + social Communication Strategy PaidProduct Ads Info
  • 7. COMMON KNOWLEDGE. NEEDS PRESS OFFICE REACTIVE SMARTSGraphic: Facebook
  • 8. CONVERSATION IS NOT ENOUGH THE WORLD AROUND US COMMUNICATION STRATEGY
  • 9. VENN OF A DIGITAL COMMUNICATIONS STRATEGY Content Customization Community CommerceSIG 1996
  • 10. BEING A CONTENTREPENEUR@CandaceKuss
  • 11. OVERLAPPING TRENDS. DRIVEN BY USERS THE INTIMATE VISUAL STORY INTERNET SHARING USERS ARE CONTENTREPENEURS FRICTIONLESS CREATIVITY@CandaceKuss
  • 12. LISTENING TO WHAT YOUR AUDIENCE LIKESCoca-Cola
  • 13. START WITH AN AUDIT. DO AN ANALYSIS OF BRAND ASSETS +  H+K Pathfinder Online + Offline People Strategic + Creative Activation + Audit Analysis Recommendations Community Management@HK_London
  • 14. TRANSFORM PHYSICAL ASSETSH+K for TUI
  • 15. HAVE SOME FUN WITH AMBASSADORSH+K for Gillette
  • 16. REIMAGINE BRAND ICONSH+K for Duracell
  • 17. USE PROPRIETARY DATA AS ENGAGING CONTENTSoiurce: LinkedIn
  • 18. CREATE A PLATFORM THAT CAN LAST FOR GENERATIONS The famous Macys Thanksgiving Day Parade started in 1924Photo via planetearthandhumanity.blogspot / filtered
  • 19. CONTENT WITH BENEFITS@CandaceKuss
  • 20. THINGLINK@CandaceKuss via @ThingLink
  • 21. YOUTUBE ANNOTATIONS + LINKSYouTube
  • 22. ADS AS CONTENTImage: Gucci
  • 23. BEST IN CLASSMaru. YouTube channel
  • 24. WHAT GOES VIRAL? WOW NEWS, CELEBRITY, HUMOUR One-Third of the Views for Chanel No. 5 Actually Came From Spoofs - AdAgevia AdAge. Published: October 25, 2012
  • 25. AGREE? QUESTION FOR THE BREAKOUTS More than 8 million people watched the YouTube Live stream of the eventFast Company, Oct 2012
  • 26. NOT JUST A NEWSROOM. A DEEP ‘CONTENT POOL’redbullcontentpool.com
  • 27. BRANDS AS PUBLISHERS. BEST IN CLASS KEEPS EVOLVINGCoca-Cola Journey launched Nov 2012
  • 28. +  @HK_LONDON #HKD2AGENDA
  • 29. +  @HK_LONDON #HKD2AGENDA (2)
  • 30. THANK YOU. QUESTIONS?@PaulClarke for H+K D2
  • 31. CONTACTCandace KussECD, Interactive Labcandace.kuss@hkstrategies.comT +44 20 7413 3000 @HK_London / @CandaceKussB Our blogL LinkedIn www.hkstrategies.co.uk

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