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Demystifying Content Marketing
 

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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    Demystifying Content Marketing Demystifying Content Marketing Presentation Transcript

    • DEMYSTIFYINGCONTENT MARKETING@CandaceKuss,ECD, Interactive Lab#HKD2 Conference 15 November 2012
    • “CONTENT IS KING” - Bill Gates, 1996Image: fr.wikipedia.org
    • THE MODEL IS NO LONGER PAGES, BUT SHARABLE OBJECTS Phone: Scrappy Sticky Inky Mess
    • C.O.P.E. — CREATE ONCE, PUBLISH EVERYWHERE
    • BUT, CUSTOMIZE FOR YOUR AUDIENCE + THEIR PLATFORM
    • BRAND CONTENT, A DEFINITION FOR TODAY Content created as part of an integrated + social Communication Strategy PaidProduct Ads Info
    • COMMON KNOWLEDGE. NEEDS PRESS OFFICE REACTIVE SMARTSGraphic: Facebook
    • CONVERSATION IS NOT ENOUGH THE WORLD AROUND US COMMUNICATION STRATEGY
    • VENN OF A DIGITAL COMMUNICATIONS STRATEGY Content Customization Community CommerceSIG 1996
    • BEING A CONTENTREPENEUR@CandaceKuss
    • OVERLAPPING TRENDS. DRIVEN BY USERS THE INTIMATE VISUAL STORY INTERNET SHARING USERS ARE CONTENTREPENEURS FRICTIONLESS CREATIVITY@CandaceKuss
    • LISTENING TO WHAT YOUR AUDIENCE LIKESCoca-Cola
    • 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
    • TRANSFORM PHYSICAL ASSETSH+K for TUI
    • HAVE SOME FUN WITH AMBASSADORSH+K for Gillette
    • REIMAGINE BRAND ICONSH+K for Duracell
    • USE PROPRIETARY DATA AS ENGAGING CONTENTSoiurce: LinkedIn
    • CREATE A PLATFORM THAT CAN LAST FOR GENERATIONS The famous Macys Thanksgiving Day Parade started in 1924Photo via planetearthandhumanity.blogspot / filtered
    • CONTENT WITH BENEFITS@CandaceKuss
    • THINGLINK@CandaceKuss via @ThingLink
    • YOUTUBE ANNOTATIONS + LINKSYouTube
    • ADS AS CONTENTImage: Gucci
    • BEST IN CLASSMaru. YouTube channel
    • 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
    • AGREE? QUESTION FOR THE BREAKOUTS More than 8 million people watched the YouTube Live stream of the eventFast Company, Oct 2012
    • NOT JUST A NEWSROOM. A DEEP ‘CONTENT POOL’redbullcontentpool.com
    • BRANDS AS PUBLISHERS. BEST IN CLASS KEEPS EVOLVINGCoca-Cola Journey launched Nov 2012
    • +  @HK_LONDON #HKD2AGENDA
    • +  @HK_LONDON #HKD2AGENDA (2)
    • THANK YOU. QUESTIONS?@PaulClarke for H+K D2
    • CONTACTCandace KussECD, Interactive Labcandace.kuss@hkstrategies.comT +44 20 7413 3000 @HK_London / @CandaceKussB Our blogL LinkedIn www.hkstrategies.co.uk