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SearchLove London | Molly Flatt, 'Putting The X into Content Marketing'

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Content marketing is the social media buzzword of the year. 74% of brands plan to increase their spend on content marketing this year, and millions of dollars of venture capital are being ploughed into start-ups such as Contently and Kapost. But for every content king such as Coca-Cola or Red Bull, there are hundreds of marketers across the globe creating meaningless digital white noise. Molly will examine what valuable branded content really means. She’ll then offer practical tips on how brands can shift their perspective – by focusing on consumers, reinstating silence, and finding the sweet spot between entertainment and utility to bring the content back to ‘content’.

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SearchLove London | Molly Flatt, 'Putting The X into Content Marketing'

  1. 1. PUTTING THE X IN CONTENT MARKETING 28th October 2014 Searchlove London @mollyflatt @1000heads
  2. 2. content
  3. 3. “Content is the wealth of nature.”
  4. 4. Seriously content.
  5. 5. Reasonably content.
  6. 6. Pumped full of content.
  7. 7. Supercontent (?)
  8. 8. content marketing
  9. 9. Marketer.
  10. 10. Content marketer.
  11. 11. Top 2014 investment for brands.
  12. 12. Huge funding for start-ups.
  13. 13. The content marketing bible.
  14. 14. Red Bull Gives You Things.
  15. 15. Content 2020.
  16. 16. Turning running into religion.
  17. 17. “A grand Sainsbury’s magazine.”
  18. 18. old content marketing
  19. 19. The content marketing Bible.
  20. 20. John Dee’s tractor porn.
  21. 21. Seeding sugar water since 1931.
  22. 22. Connecting things and stories.
  23. 23. discontent marketing
  24. 24. Content addicts.
  25. 25. Content pushers.
  26. 26. Miserable marketers.
  27. 27. Miserable consumers.
  28. 28. Content without content.
  29. 29. The Bored BuzzWorthy ViralPanda.
  30. 30. White noise into a black hole.
  31. 31. context marketing
  32. 32. It’s what you do with it that matters.
  33. 33. 1. This is about relationships, not stuff
  34. 34. Nokia: Social Media Week
  35. 35. 2. Content is less important than the social action it performs
  36. 36. Mini: Not Normal
  37. 37. 3. Know what your audience needs, here and now.
  38. 38. CBS: Look For Longer
  39. 39. 4. Don’t just make it informative, make it useful.
  40. 40. Topshop: Shop The Catwalk
  41. 41. 5. Their content matters more than yours
  42. 42. Salomon: Designed For Freedom
  43. 43. 6. Silence can be the most powerful voice
  44. 44. Paw Justice: Animal Strike
  45. 45. 7. Focus on emotion and the content will follow.
  46. 46. F-Secure: Smarter Than John
  47. 47. 8. Make your content into an experience.
  48. 48. Coldplay: Ghost Stories
  49. 49. Content.
  50. 50. Context.
  51. 51. Molly Flatt, WOM Evangelist t: +44 203 206 2000 | +44 7788746642 e: molly.flatt@1000heads.com T: @1000heads | @mollyflatt w: www.1000heads.com Your turn…

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