CONTENT MARKETING     FOR 2013       30.11.12
A newera. Newopportunities.Being where your consumers/customers are.Creating content with a purpose.Connecting people with...
Whyyouare here.
Convergence.     +       + + +         +       +
#contentmarketing2013
GREAT CONTENTMARKETING BY BRANDS
LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?INNOVATIVE – INTUITIVE – REVOLUTIONARY         C...
LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?• SECRET – AMERICAN DREAM – ENERGETIC         •...
LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?A SHOE – A COMPANY – A JOURNEY           Clue: J...
LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?• MAGIC – PROPER RUSTIC – DISHED UP        • Cl...
LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?100% PURE – NATURAL - DELICIOUSClue: fruit and n...
PUTTING CUSTOMERSAT THE HEART OF YOUR CONTENT MARKETING
Connecting withcustomers.Customers & who they really areCreate content with a purpose – for you and forthemCustomer lifecy...
COMMUNICATION& CONTENT MARKETING JAMES CARNEGIE-BROWN.     CARNEGIE ORR
WE ARE AN S&M WORLD  (SOCIAL & MOBILE)
“Little pellets oflove”
There are more I phones sold per day (402k) than people bornin the world per day (300k)Mobile has doubled in the last 18 m...
“Twitter is thesecond screen” 80% of Twitter users access it on their phones. “Twitter is like a bridge connecting differe...
“We’re“Twitter is theall mad for a bit ofsecond screen”Instagram”80% of Twitter users access it on their phones.People use...
ORM LONDON – PETER GOUGH & LORENZO      VANCINI
HOW WE MEASURE ROI & CREATE ACTIONS
You are what youmeasure….
Action                        ContentContent                        CreationPublishing             Analysis
Conversion Optimisation – The Campaign Hub                                  A visitor is                                  ...
Content marketing workshop york 301112
Content marketing workshop york 301112
Content marketing workshop york 301112
Content marketing workshop york 301112
Content marketing workshop york 301112
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Content marketing workshop york 301112

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Summary presentation from our event - "Content Marketing for 2013" event in York on 30.11.12

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Content marketing workshop york 301112

  1. 1. CONTENT MARKETING FOR 2013 30.11.12
  2. 2. A newera. Newopportunities.Being where your consumers/customers are.Creating content with a purpose.Connecting people with great content..
  3. 3. Whyyouare here.
  4. 4. Convergence. + + + + + +
  5. 5. #contentmarketing2013
  6. 6. GREAT CONTENTMARKETING BY BRANDS
  7. 7. LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?INNOVATIVE – INTUITIVE – REVOLUTIONARY Clue: Think different
  8. 8. LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?• SECRET – AMERICAN DREAM – ENERGETIC • Clue: It’s the real thing
  9. 9. LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?A SHOE – A COMPANY – A JOURNEY Clue: Just do it
  10. 10. LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?• MAGIC – PROPER RUSTIC – DISHED UP • Clue: Lovely jubbly
  11. 11. LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?100% PURE – NATURAL - DELICIOUSClue: fruit and nothing but nothing but fruit
  12. 12. PUTTING CUSTOMERSAT THE HEART OF YOUR CONTENT MARKETING
  13. 13. Connecting withcustomers.Customers & who they really areCreate content with a purpose – for you and forthemCustomer lifecycle
  14. 14. COMMUNICATION& CONTENT MARKETING JAMES CARNEGIE-BROWN. CARNEGIE ORR
  15. 15. WE ARE AN S&M WORLD (SOCIAL & MOBILE)
  16. 16. “Little pellets oflove”
  17. 17. There are more I phones sold per day (402k) than people bornin the world per day (300k)Mobile has doubled in the last 18 months – 10% of all internetusage worldwide (TNW)91% of mobile internet access is for social activities, versus just79% on desktops (Hubspot)
  18. 18. “Twitter is thesecond screen” 80% of Twitter users access it on their phones. “Twitter is like a bridge connecting different media” 44% of marketers have had business from Twitter.
  19. 19. “We’re“Twitter is theall mad for a bit ofsecond screen”Instagram”80% of Twitter users access it on their phones.People use an average of“Twitter is like a bridge connecting different media” Photo & Video sharing/viewing is 5 million Instagram photos uploaded per day.
  20. 20. ORM LONDON – PETER GOUGH & LORENZO VANCINI
  21. 21. HOW WE MEASURE ROI & CREATE ACTIONS
  22. 22. You are what youmeasure….
  23. 23. Action ContentContent CreationPublishing Analysis
  24. 24. Conversion Optimisation – The Campaign Hub A visitor is identified by The Campaign Hub as being interested in ski packages and winter holidays.
Using The Campaign Hub, the website can display targeted versions of each page to each individual visitor in real-time.

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