Brightcove, Content Marketing Institute

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The truth about Content Marketing is that it’s an easy methodology to support but can be challenging to execute well. Most marketing leaders do not have all of the resources required to build out a …

The truth about Content Marketing is that it’s an easy methodology to support but can be challenging to execute well. Most marketing leaders do not have all of the resources required to build out a robust content marketing strategy that speaks to every one of their customer personas. What’s a Content Marketer to do? Enter in the era of the New Content Marketer. Join Brightcove and Brandscaping author and marketing guru, Andrew Davis for an informational webinar on how marketers can leverage like minded brands to create content that increases demand and drives revenue for their organization. You will hear actionable strategies for leveraging partnerships, along with social media, video and mobile apps to build out your content and join the growing ranks of the New Content Marketers.

Presented on 2/27/2013 with Brightcove's Steve Rotter and Content Marketing Institute's Joe Pulizzi!

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  • 1. Brandscaping:Unleashing the Power of Partnerships
  • 2. SIMPLE  PREMISE:   Who  has  your  NEXT  customer   as  their  CURRENT  customer?  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 3. ANDREW   DAVIS @tpldrew Wrangled  for  the  Muppets.   Tapped  by  Obama.  Consults   with  Russian  media  moguls.   Produced  for  TODAY,  MTV,   Charles  Kuralt.@TPLDrew  @SJRo.er  @JuntaJoe  
  • 4. JUST  FOR  YOU!   Exclusive  webinar  discount.   BrandscapingBook.com    @TPLDrew  @SJRo.er  @JuntaJoe  
  • 5. What made Garysuccessful online?Besides…Crush it! Hustle! Kill It!
  • 6. GARY THINKS LIKE A TELEVISION EXEC.
  • 7. Episode 2 •  Appointment  Television   •  Easy  format   •  Great  talent   •  Simple  hook   Think like a TV exec.@TPLDrew  @SJRo.er  @JuntaJoe  
  • 8. 5 Years Later •  Grew  into  it.   •  Built  a  personal  brand!   •  90K  Viewers   The future of all branding is Personal@TPLDrew  @SJRo.er  @JuntaJoe  
  • 9. THE JOE SHOW@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 10. @TPLDrew  @SJRo.er  @JuntaJoe  
  • 11. WHAT IF?
  • 12. You sell fish.
  • 13. Not this kind of fish.
  • 14. This kind of fish.
  • 15.  What’s your content strategy?
  • 16. You sell fish.
  • 17. Not this kind of fish.
  • 18. This kind of fish.@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 19. $868 MM @ The Box OfficeBest-selling DVD of all time •  $868 MM @ Box Office •  Best-selling DVD of all time@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 20. Ever watched it with a 6-year old?@TPLDrew @SJRotter @JuntaJoe
  • 21. Ever watched it with a 6-year old? Nemo! Nemo! Nemo! Nemo…@TPLDrew @SJRotter @JuntaJoe
  • 22. @TPLDrew  @SJRo.er  @JuntaJoe  
  • 23. “The Nemo Effect”“Finding Nemo” decimated globalclownfish populations.@TPLDrew @SJRotter @JuntaJoe
  • 24. Beta  Fish  Goldfish  Jawfish  Clown  Tangs  RabbiZish  
  • 25. 9  Years  Later   Walmart     $29.99
  • 26. “The  Dalma^an  Effect”  “101  Dalma^ans”  (1961)  Created  an  adop^on  crisis.  
  • 27. 1  YEAR   APRIL  2011   POST-­‐RELEASE   RE-­‐RELEASE  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 28. VALUABLE CONTENT INCREASES DEMAND FOR THE PRODUCTS AND SERVICES YOU SELL!@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 29. What if… …you made a movie?@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 30. What if… …you made a movie? Seriously!@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 31. JULY  2011  RELEASE  
  • 32. VALUABLE   CONTENT   INCREASES  DEMAND  FOR     THE  PRODUCTS  AND  SERVICES     YOU  SELL!  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 33. ? WHY DOES THIS WORK? In a digital age where everyone’s content is ‘snackable’?@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 34. INFORMATION OVERLOAD PARADOX Just because there’s more information available, doesn’t mean one can consume more.@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 35. INFORMATION OVERLOAD@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 36. INFORMATION OVERLOAD PERCEIVED OPPORTUNITY ACTUAL OPPORTUNITY@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 37. INFORMATION OVERLOAD PERCEIVED OPPORTUNITY ACTUAL OPPORTUNITY@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 38. REMEMBER… GARY THINKS LIKE A TELEVISION EXEC.@TPLDrew @SJRotter @JuntaJoe
  • 39. 1980s Thursday Nights.@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 40. 1980s Thursday Nights. 8:00 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 41. 1980s Thursday Nights. 8:00 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 42. 1980s Thursday Nights. 8:00 PM 8:30 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 43. 1980s Thursday Nights. 8:00 PM 8:30 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 44. 1980s Thursday Nights. 8:00 PM 8:30 PM 9:00 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 45. 1980s Thursday Nights. 8:00 PM 8:30 PM 9:00 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 46. BRANDING APPOINTMENT TV Setting an expectation for the consumer to tune in at a specific time.@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 47. MUST  SEE  TV  RESULTS   •  Valuable  Content   •  Simple  expecta^on   •  Deliver  on  it  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 48. TIME-­‐SHIFTING  
  • 49. APPOINTMENT   CONSUMPTION   The  no^on  that  consumers   build  a  rela^onship  with   frequently  delivered,  well-­‐ forma.ed,  valuable  content.  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 50. @TPLDrew  @SJRo.er  @JuntaJoe  
  • 51. That’s whatGary V did!Besides…Crush it! Hustle! Kill It!
  • 52. What  if…   …YOU  OWNED  SOME  TIME  IN   OUR  CONSUMER’S  DAY?  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 53. What  if…   …WE  OWNED  SOME  TIME  IN   OUR  CONSUMER’S  DAY?  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 54. What  if…   …YOU  BUILT  A  RELATIONSHIP   WITH  YOUR  AUDIENCE?  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 55. YOU  NEED  A   FORMAT   A  recipe  for  your  content!  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 56. THE  A-­‐TEAM  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 57. Easy  Recipe   Repeatable   Ownable  (IP)   Builds  a  rela^onship   with  the  audience  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 58. JUMPING     THE  SHARK   1977  Happy  Days   Beginning  of  the  End   Strayed  from  the  Format    @TPLDrew  @SJRo.er  @JuntaJoe  
  • 59. @TPLDrew  @SJRo.er  @JuntaJoe  
  • 60. QUICK  RECAP   Valuable  content  increases   demand  for  the  products  and   services  you  sell.  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 61. QUICK  RECAP   Combat  informa^on  overload.  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 62. QUICK  RECAP   Make  an  appointment  with   your  audience.  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 63. QUICK  RECAP   Own  a  part  of  your     consumer’s  life.  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 64. GUESTS  Andrew  Davis  (me)  Joe  Pulizzi  Erik  Qualman  Leslie  Potson  Chris  Brogan  David  Meerman  Sco.  Adam  Metz  (Hundreds  of  other  guests)        @TPLDrew  @SJRo.er  @JuntaJoe  
  • 65. TONY  BENNETT   1963  Grammy  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 66. @TPLDrew  @SJRo.er  @JuntaJoe  
  • 67. @TPLDrew  @SJRo.er  @JuntaJoe  
  • 68. TONY  BENNETT   Bono   Elvis  Costello   Dixie  Chicks   Lady  Gaga   John  Mayer   Amy  Winehouse   Willie  Nelson   K.D.  Lang   Carrie  Underwood   Mariah  Carey   Queen  La^fa   Stevie  Wonder   Paul  McCartney…  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 69. What  if…   …WE  EMBRACE  THE  IDEA  THAT   EVERYONE  HAS  AN  AUDIENCE?  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 70. What  if…   …YOU  FOUND  A  DUET   PARTNER  WHO  ALREADY   OWNS  YOUR  AUDIENCE?  @TPLDrew  @SJRo.er  @JuntaJoe  
  • 71. Andrew Davis adavis@monumentalshift.com @tpldrew (617) 286-4009@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  • 72. Signed Book! Discount! Free Shipping YouveBeenDrewed.com@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe