The Thread Summit Keynote Speaker Shawn Amos (Freshwire), "Content Marketing is Dead"


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Shawn Amos shares his thoughts and experiences in the evolving world of content. Giving words of wisdom on using "mindfulness" to drive content.

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The Thread Summit Keynote Speaker Shawn Amos (Freshwire), "Content Marketing is Dead"

  1. 1. Presented by Shawn Amos Founder + CEO 19 February 2014 Thread Summit, Denver CO
  2. 2. Content Studio c. 1970s
  3. 3. 1704 First US Newspaper 1922 Commercial Radio 1948 Commercial Television 2007 iPhone 2004 2006 1998 1741 First US Magazine 2005
  4. 4. 2009-2014 Content Marketing
  5. 5. CONTENT MARKETING IS DEAD 2009 - 2014
  6. 6. The equivalent of 100 hours of video is uploaded to YouTube each minute Twitter users send 400 million tweets each day Facebook users share 2.5 billion pieces of content on the site each day (source: Nielsen, Kleiner Perkins Caufield & Byers)
  7. 7. U.S. Adults Are Now Spending More Time on Digital Devices Than Watching TV Americans Spend 16 Minutes of Every Hour Online on Social Networks (source: eMarketer, Experian Marketing Services)
  8. 8. of People Trust Online Reviews as Much as Personal Recommendations of Consumers Rely on Social Media to Make Purchase Decisions of Brand Engagement on Pinterest Is Generated by Users 80% 74% 70% (source:, ODM Group, Digitas/Curalate)
  9. 9. Four in 10 Social Media Users Buy an Item After Sharing or Liking It on Facebook, Twitter or Pinterest (source: Vision Critical)
  10. 10. 43% of All Marketers Found a Customer via LinkedIn in 2013 52% of All Marketers Have Found a Customer via Facebook in 2013 & (source: HubSpot)
  11. 11. 90% of Consumers Find Custom Content Useful (source: Custom Content Council)
  12. 12. 55% of B2B Content Marketers Say Their Biggest Challenge Is Producing Enough Content (source: Content Marketing Institute/MarketingProfs)
  13. 13. Only 39% of B2C Marketers Have a Documented Content Strategy (source: Content Marketing Institute/MarketingProfs)
  14. 14. of B2Cof B2B marketers use content marketing90%93% (source: Content Marketing Institute/MarketingProfs)
  15. 15. Content Mindfulness
  16. 16. mind·ful·ness /ˈmīndfəlnəs/ "Mindful awareness can be defined as paying attention to present moment experiences with openness, curiosity, and a willingness to be with what is.”
  17. 17. "Mindfulness from meditation associated with lower stress hormone” "Mindfulness Linked With Emotional Well-Being And Improved Sleep” "Mindfulness Meditation Reduces Loneliness in Older Adults”
  18. 18. The Mindful Brain Emotional well-being Greater creativity Improved sleep Increased focus and memory Improved test scores Lower stress
  19. 19. The Unmindful Brain Sleep Disorders Depression Lack of focus Lack of productivity Stress
  20. 20. The great distractathon of content and resources and news and information is actually just the spiritual centeredness equivalent of a cat and a laser pointer. Tracy Moore, Jezebel “ ”
  21. 21. TL;DR Too Long; Didn’t Read
  22. 22. We've found effectively no correlation between social shares and people actually reading. Chartbeat “ ”
  24. 24. (source: Upworthy)
  25. 25. Instead of selling, think educate, inspire, celebrate and collaborate when you think of marketing. Shalini Bahl, Mindful Universe “ ”
  26. 26. You must: Your content must: Demonstrate the unique ways your business fulfills your customers’ needs Be in the moment Be valuable and engaging Have clear, specific goals and a plan to achieve those goals Understand your customers’ needs and the world they live in Understand each platform or medium you’ll be using
  27. 27. Spotlight on Colorado
  28. 28. “We don’t pursue being different as much as being true. We balance professionalism and execution with being loose and fun.” Personality
  29. 29. 1704 First US Newspaper 1741 First US Magazine
  30. 30. Demonstrate expertise, not salesmanship
  31. 31. Curate for your community
  32. 32. Become a destination
  33. 33. Before jumping into the social media fray, ask yourself: Do I want to be in charge, or part of the community?Am I a social media user?How will I involve my customers? Do I have the in-house resources to maintain a long-term strategy? What value am I providing my customers?
  34. 34. Hands on with content development
  35. 35. Write something about yourself that most people don’t know but you would like them to know.
  36. 36. Aside from your products, name three things you want people to know about your company.
  37. 37. Aside from your products, name three things you think your customers care about.
  38. 38. How can these customer and company values translate into compelling stories?
  39. 39. Q&A
  40. 40. @ShawnAmos