Content imageContentMarketing…Tell me more….Conor ByrneHead of DigitalJune 2013
I made a presentation4 years ago….
In summary it said…
Ok – it wasn’t revolutionary….
http://www.blessedisthekingdom.com/wp-content/uploads/2013/02/but.jpg
Oddly for digital……
5 years later things havent changedhttp://static1.businessinsider.com/image/50e2f95769bedd1b4700000b-612-400-300/lights-20...
In fact Content is even moreimportant nowhttp://img1.etsystatic.com/000/0/5227918/il_fullxfull.78835189.jpg
It is changing the advertisingindustry
Not killing it……
For anyone who is asleep at theback…….
http://farm3.staticflickr.com/2598/3930222577_4aafbe4fc7_o.jpg
Content Marketing is the most completeadvertising strategy available to advertiserstodayhttp://mediacdn.snorgcontent.com/m...
it speaks to consumers at everystage of the purchase funnel
It’s happening now…http://2.bp.blogspot.com/_vSd5VwI8m2w/TR5QgJudawI/AAAAAAAAARw/jyjdj8kVka0/s1600/Happening%2Bat%2BSan%2B...
2013Global ContentAppointments
Content marketing is being used by some ofthe greatest marketing organizations …and bysmall businesses and one-person shop...
“A recent survey of marketers based largelyin the United Kingdom and Europe showedthat 70 percent would increase their con...
Because it works
It is challenging to get it right– there is a gap between thedream and reality.http://4.bp.blogspot.com/-hS1FPde3vg0/T9lq_...
The dream, is to… Publish amazing blog content every day. Create new lead generation offers every week. Design beautifu...
The reality is wildly different….http://favim.com/orig/201106/16/reality-sign-text-words-world-Favim.com-78756.jpg
It can look more like this…. Publish blog posts when someone has time to write Create a a new lead generation offer befo...
The key to successful contentmarketing is to…...
…stop thinking about how toshock your audience intopaying attention. Instead, startthinking about what they mightwant to k...
what could your organization sharethat might make people come back dayafter day?
Doing this right is more expensive andtime-consuming than sending a pressrelease or tweeting.
If brands want to become mediaplatforms, they have to accept some of thecosts of being a publisher.http://www.newyorker.co...
.Content marketing allows you to createbrand affinity but can also be powerfulin building a new audience of potentialcusto...
Content marketing is a greattool for thoughtleadership, education andcustomer relations.
Once content is created, search andsocial networks can distribute, butmake sure you distribute it to otherswho may not kno...
Executives from AmericanExpress, Unilever’s Degree Men and eBayshared their rules for success atContently’s Social Commerc...
 Plan , Find the right content hook, Play to passions, Operate as a newsroom, , Evolve your strategy, Tell real stor...
The power of content marketing is that itgets prospects to lower their MarketingDefense Systems for a few minutes. Longeno...
There is a danger of a deluge ofcontenthttp://media-cache-ec2.pinimg.com/736x/26/7c/ee/267ceefdd4e25fb69206eea15715b253.jpg
Which will just have peoplerunning scaredhttp://webodysseum.com/wp-content/uploads/2012/05/scared-people-haunted-house-nig...
But the winners will be thosethat build Great Content BrandsVelocity partnershttp://news.bbcimg.co.uk/media/images/6222800...
So be a brand that is famous forproducing intelligent, useful &entertaining content that’s always worthconsuming.Velocity ...
http://www.delzer.com/wp-content/uploads/2012/02/do_it_right_bw1-960x350.jpg
Sources & Resourceshttp://adage.com/article/cmo-strategy/content-marketing-stories-news/240776/http://www.wolfgangdigital....
Contact mewww.conorbyrne.wordpress.comhttp://media-cache-ak2.pinimg.com/originals/51/d1/46/51d146c1434918615126fbc0c092171...
Content Marketing, tell me more
Content Marketing, tell me more
Upcoming SlideShare
Loading in...5
×

Content Marketing, tell me more

1,504

Published on

Content Marketing or Inbound Marketing is something we are hearing a lot more about. You and your marketing team are busy, so this presentation aims to give you a very high level overview about the whats and some how's of Content Marketing.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,504
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Content Marketing, tell me more

  1. 1. Content imageContentMarketing…Tell me more….Conor ByrneHead of DigitalJune 2013
  2. 2. I made a presentation4 years ago….
  3. 3. In summary it said…
  4. 4. Ok – it wasn’t revolutionary….
  5. 5. http://www.blessedisthekingdom.com/wp-content/uploads/2013/02/but.jpg
  6. 6. Oddly for digital……
  7. 7. 5 years later things havent changedhttp://static1.businessinsider.com/image/50e2f95769bedd1b4700000b-612-400-300/lights-2013-girls-new-year-snow-1.jpg
  8. 8. In fact Content is even moreimportant nowhttp://img1.etsystatic.com/000/0/5227918/il_fullxfull.78835189.jpg
  9. 9. It is changing the advertisingindustry
  10. 10. Not killing it……
  11. 11. For anyone who is asleep at theback…….
  12. 12. http://farm3.staticflickr.com/2598/3930222577_4aafbe4fc7_o.jpg
  13. 13. Content Marketing is the most completeadvertising strategy available to advertiserstodayhttp://mediacdn.snorgcontent.com/media/catalog/product/y/o/youcompleteme_fullpic_artwork_1.jpg
  14. 14. it speaks to consumers at everystage of the purchase funnel
  15. 15. It’s happening now…http://2.bp.blogspot.com/_vSd5VwI8m2w/TR5QgJudawI/AAAAAAAAARw/jyjdj8kVka0/s1600/Happening%2Bat%2BSan%2BRemo.jpg
  16. 16. 2013Global ContentAppointments
  17. 17. Content marketing is being used by some ofthe greatest marketing organizations …and bysmall businesses and one-person shops allaround the globe.
  18. 18. “A recent survey of marketers based largelyin the United Kingdom and Europe showedthat 70 percent would increase their contentbudgets this year.”Alexander Jutkowitz, Ad Age, April 2013
  19. 19. Because it works
  20. 20. It is challenging to get it right– there is a gap between thedream and reality.http://4.bp.blogspot.com/-hS1FPde3vg0/T9lq_BE9AtI/AAAAAAAABKA/0lGFvwYaFog/s1600/rubik-original.jpg
  21. 21. The dream, is to… Publish amazing blog content every day. Create new lead generation offers every week. Design beautiful, engaging images to share onsocial media. Newsjack in the blink of an eye. Be on the cutting edge of new content formatsand ideas
  22. 22. The reality is wildly different….http://favim.com/orig/201106/16/reality-sign-text-words-world-Favim.com-78756.jpg
  23. 23. It can look more like this…. Publish blog posts when someone has time to write Create a a new lead generation offer before the endof the quarter. Maintain a largely image-free social mediapresence Newsjacks a few days after news breaks remain about 12 months behind adoption of newcontent trendshttp://particlemedia.files.wordpress.com/2010/03/rc_red_logo2.jpg
  24. 24. The key to successful contentmarketing is to…...
  25. 25. …stop thinking about how toshock your audience intopaying attention. Instead, startthinking about what they mightwant to knowhttp://redbeacon.s3.amazonaws.com/homeguides%2Farticles%2Fthumbs%2F5_ways_to_prevent_electrical_shock.jpg.600x275_q85_crop.jpg
  26. 26. what could your organization sharethat might make people come back dayafter day?
  27. 27. Doing this right is more expensive andtime-consuming than sending a pressrelease or tweeting.
  28. 28. If brands want to become mediaplatforms, they have to accept some of thecosts of being a publisher.http://www.newyorker.com/online/blogs/photobooth/Books-06.jpg
  29. 29. .Content marketing allows you to createbrand affinity but can also be powerfulin building a new audience of potentialcustomershttp://www.brandfeverinc.com/wp-content/uploads/2012/10/Heart.jpg
  30. 30. Content marketing is a greattool for thoughtleadership, education andcustomer relations.
  31. 31. Once content is created, search andsocial networks can distribute, butmake sure you distribute it to otherswho may not know it (or you) exists.http://qzprod.files.wordpress.com/2012/11/amazon-cyber-monday-11302012-web.jpg
  32. 32. Executives from AmericanExpress, Unilever’s Degree Men and eBayshared their rules for success atContently’s Social Commerce Summit…..
  33. 33.  Plan , Find the right content hook, Play to passions, Operate as a newsroom, , Evolve your strategy, Tell real stories, Monitor and evaluate , MeasureThey are……
  34. 34. The power of content marketing is that itgets prospects to lower their MarketingDefense Systems for a few minutes. Longenough, to get their attention and earntheir custom.Velocity partnershttp://media-cache-ak2.pinimg.com/736x/96/71/56/9671564d3f3965eeeb8b6c6a554f31fc.jpg
  35. 35. There is a danger of a deluge ofcontenthttp://media-cache-ec2.pinimg.com/736x/26/7c/ee/267ceefdd4e25fb69206eea15715b253.jpg
  36. 36. Which will just have peoplerunning scaredhttp://webodysseum.com/wp-content/uploads/2012/05/scared-people-haunted-house-nightmare-factory-13.jpg
  37. 37. But the winners will be thosethat build Great Content BrandsVelocity partnershttp://news.bbcimg.co.uk/media/images/62228000/png/_62228199_mmolygoldprofile128.png
  38. 38. So be a brand that is famous forproducing intelligent, useful &entertaining content that’s always worthconsuming.Velocity partners
  39. 39. http://www.delzer.com/wp-content/uploads/2012/02/do_it_right_bw1-960x350.jpg
  40. 40. Sources & Resourceshttp://adage.com/article/cmo-strategy/content-marketing-stories-news/240776/http://www.wolfgangdigital.com/services/content-marketing/http://contentmarketinginstitute.com/what-is-content-marketing/http://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.contentmarketingexperience.com/2013/content-marketing-is-dead/http://www.imediaconnection.com/content/33939.asphttp://www.photographersgallery.com/photo.asp?id=4893
  41. 41. Contact mewww.conorbyrne.wordpress.comhttp://media-cache-ak2.pinimg.com/originals/51/d1/46/51d146c1434918615126fbc0c0921711.jpg

×