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Marketing Content In Todays Communications Landscape
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Marketing Content In Todays Communications Landscape

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  • 1. MARKETING CONTENT IN TODAY S COMMUNICATIONS LANDSCAPE
  • 2. AGENDA •Changing Times •Search Engine Optimisationversus Social Media Optimisation • Brand PR •Content and Consumption •ContentTargeting and Engagement •What has changed and whatdoweneed to focus on
  • 3. TIMES ARE CHANGING… …SO ARE OUR JOBS
  • 4. THE BRAIN OF A COMMUNICATOR IN 2010
  • 5. START THINKINGCOMMUNITYNOTIGEOGRAPHY As media and contentconsumption is beingliberated from geography – so should media and contentsupply. •Everybody is nowlocal •Everybody is now a stakeholder • New technology, new participation, new models Tactics are wheregeography and language come into play, but it should not be a starting point for strategy.
  • 6. SEO VS. SMO – WHAT’S THE DIFFERENCE? So we are all doingSearch Engine Optimisation (SEO)? Howmany of us are doing and synching Social Media Optimisation (SMO)?
  • 7. THE WHO, WHAT AND WHERE OF STAKEHOLDERSEARCH ? Do you know? WHO is searching? WHATtheysearch for? WHERE they are located? Toooften the answer to all the abovequestions is no!
  • 8. BRAND PR The classic branding questions for all organisations to answer 1. What are we all about ? 2. What are we best at ? 3. How do we convert that promise to the consumer? Unlike traditional branding channels, brand PR is based on content which tells a story
  • 9. THE BRAND PR ”SWEET SPOT” All Brand PR messaging must attempt to hit the sweet spot with your storytelling!!!
  • 10. WHYDOESCONTENTMATTER? It tells your story It answerspeoplesquestions It inspires and entertains It motivates and educates It managesexpectations It brings your brand to life It builds OR breaks trust It drives decisionmaking!
  • 11. WHATCONTENTPRODUCTSDO YOU CURRENTLYUSE? Howmany of thesetools are you currentlyresponsi ble for? Source
  • 12. To understandcontent marketing weneed to understand the new model of consumption.
  • 13. PURCHASING HAS CHANGED The oldmodel of buying • Talk to an organisations sales representative • Talk to a distributor or reseller • Read productliterature • See and act on an advert in relevant media
  • 14. THE WORLD OF EDUCATEDBUYERS In today’s world webaseourpurchasingdecisions on: • Google searches •Directengagement with companywebsites • Online portals and websites •Listening and acting on the opinions of likemindedindividuals online (in our social networks, influential bloggers wefollow) The highlysought after WORD OF MOUTH has becomeWORD OF MOUSE.
  • 15. JOURNALISM + MARKETING = CONTENT MARKETING Stakeholderengagement best achieved by Publishing NOT Marketing - successful organisations that are winning the battle of information realise this… …along with the productsthey offer, one of theircoreproducts is information.
  • 16. WHAT IS MY CONTENTSTRATEGY? Someusefulquestions to start with: • How is my contentbeinggenerated? • Who is generating my content? • Am I using multiple formats? • Am I making my contentaccessible? • Am I making my content easy to view? • Am I making my content easy to use and share?
  • 17. WHAT IS MY ENGAGEMENTSTRATEGY? The 3 I’s of engagement: INTERACTION The action a person takeswhilst present at those touch points INTIMACY The affection a person holds for a brand INFLUENCE The likelihood a person is to advocate on behalf of a brand
  • 18. THE KEY QUESTION FOR COMMUNICATORS OVER THE NEXTFEWYEARS… • Do wewant to stop being Cinderella at the Marketing ball? • As content marketing becomes moreimportantdowewant to gain a largershare of our companies or clients’ marketing spend? • …if so: Start shaping and targeting ourmessaging and content like the marketers!
  • 19. SWEDISH CONTENTCONSUMERS AGED 18 – 24 VS. AGED 35 - 44
  • 20. 3 KEY CONTENTCREATION TIPS 1,2,3 • Stop creating, writing and publishing content for your CEO • Start creating, writing and publishing content for your customeraudience •Remember - content is personal 
  • 21. MOSTFOLLOWED PERSON ON TWITTER IN UK GENERAL ELECTION
  • 22. WHO’S JOB IS IT TO PRODUCECONTENT? Who is your CEO? ChiefEditorial Officer Who is your ChiefConversation Officer? Do you haveone or many? Wheredoescontent come from? Look internally - Clients Services, R&D, Engineering, Sales, Productionetc Identify and engage with your internal storytellers. They will provide your Social Media Optimisation
  • 23. COMMUNICATION IS AND ALWAYS HAS BEEN A TWO WAY PROCESS Today’s modern communicator needs to let go of news management and control… …and start thinking and engaging in news and reputation x conversation
  • 24. SO WHAT HAS CHANGED? Opportunity… Speed… Reach… ContentPlatforms… What has notchanged? The fundementals of good public relations …A good story is still a good story …Good writing is still goodwriting …A headline (or 140 character elevator pitch) is still whatcatchesattention …Good relationshipbuilding is still whatsecurescoverage
  • 25. A FINAL PIECE OF ADVICE… Stop thinkingabout all the new content PLATFORMS… …Continuethinkingaboutcreating innovative and engaging CONTENT!
  • 26. BUTBEWARE OF THESEPEOPLE! …I see and hearmany of thesepeoplewalking the streets of London, New York and Stockholm!
  • 27. WHERE TO FIND ME!!! Jonathan Bean Chief Operating Officer Jonathan.bean@mynewsdesk.com @jonobean www.linkedin.com/in/jonathanpbean