99. metadata should guide content
creation, curation and cultivation.
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100. create curate
cultivate
content
marketing
editorial-quality text,
images and video
relevant, contextualized
third-party content
user-generated content:
comments, reviews,
posts, images, video, etc.
source: gartner, february 2013.
the three āCsā of content marketing
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101. text
articles, interviews,
blog posts, whitepapers,
case studies
create
imagery video multimedia feeds
photography,
infographics,
sketchnotes
interviews, demos,
behind-the-scenes,
webisodes
āsnowfallā-style
immersive rich media
experiences
curated content via
partners and social
media platforms
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102. original
material
created or
commissioned
by a brand
curate
social
feeds
cultivated
UGC
licensed
content
sponsored
content
twitter, facebook,
instagram, vine,
tumblr, blogs, etc.
content your audience
shares (submissions,
uploads, tags)
news feeds of
speciļ¬c content
(licensed or full use)
third-party content
underwritten for
paid placement
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source: gartner, february 2013.
154. $40k-1mm per unit* big.
*This is the price range for a piece of Huļ¬ngton Post Partner Studio original content. Other rates may vary, obvs.
(source: http://digiday.com/publishers/huļ¬ngton-post-branded-conten/)
@hawkt | #csforum13
155.
156. in 2012, 10% of forbesā revenue
came from native advertising.
(source: http://www.adweek.com/news/press/forbes-sponsored-content-bet-pays-148341)
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176. āno journalist would have to write this
piece of ad content about a brand
and then write a news story
about the same company.ā
-jonathan perelman,
buzzfeed vp of agency + strategy
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178. 67% believe news
is often inaccurate*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
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179. 75% believe news
is often inļ¬uenced*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
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180. 76% believe news
is often biased*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
@hawkt | #csforum13
181. truth be told, there is some bias...
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220. ācontent strategy is planning.
content marketing is one
tactic that might stem from
your careful planning.ā
-@gigigriļ¬s
source: http://www.content-for-good.com/2013/08/13/the-diļ¬erence-between-content-marketing-and-content-strategy/
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221. if you want native advertising
to work, you have to plan for it.
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