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Wayne Parker Kent - Slaven Mandic
- 1. Slaven Mandic CEO & Co-founder Mark Schoones Creative director The who’s who
- 2. Founded as a digital consultancy company. 2011 20172015 2010 Digital consultancy company 2018 Digital consultancy company Digital consultancy company Publishing company Publishing company Content marketing company Digital consultancy company Publishing company Content marketing company SAAS company
- 3. Without clients. Or a website.
- 4. So, we built a website.
- 5. And people started visiting that website.
- 6. A portfolio of 20 media brands reaching 8 million unique visitors per month
- 7. A portfolio of 20 media brands reaching 8 million unique visitors per month
- 8. 2011 20172015 2010 Digital consultancy company 2018 Digital consultancy company Digital consultancy company Publishing company Publishing company Content marketing company Digital consultancy company Publishing company Content marketing company SAAS company We became a publishing company.
- 9. Our editorial teams translated broad brand messaging into effective niche campaigns
- 10. Our editorial teams translated broad brand messaging into effective niche campaigns
- 11. Our development unit creates custom software that drives campaigns
- 12. Our business development unit develops custom publishing solutions
- 13. And then… the questions advertisers asked us got bigger.
- 14. Why?
- 15. This used to be the situation
- 16. This used to be the situation
- 17. This used to be the situation
- 18. Fun stuff This used to be the situation
- 19. Fun stuff This used to be the situation
- 20. Fun stuff This used to be the situation Ads
- 21. Fun stuff This used to be the situation Ads
- 22. Fun stuff This used to be the situation Ads
- 23. Fun stuff This used to be the situation Ads
- 24. Fun stuff This used to be the situation Ads Fun stuff
- 25. Fun stuff This used to be the situation Ads Fun stuff
- 26. Fun stuff This used to be the situation Ads Fun stuff Ads
- 27. Fun stuff This used to be the situation Ads Fun stuff Ads
- 28. Fun stuff This used to be the situation Ads Fun stuff Ads
- 29. Fun stuff This used to be the situation Ads Fun stuff Ads
- 30. Fun stuff This used to be the situation Ads Fun stuff Ads Fun stuff
- 31. But…
- 32. But…
- 33. But…
- 34. Ads Ads Ads
- 35. Ads Ads Ads
- 36. Ads Ads Ads
- 37. Ads Ads Ads
- 38. Ads Ads Ads
- 39. What does this mean for brands?
- 40. Publisher thinking Customer centric Audience first Outside-in Van push naar pull Aim for engagement Brand humanization Storytelling Content pre-cognition
- 41. Publisher thinking Customer centric Audience first Outside-in Van push naar pull Aim for engagement Brand humanization Storytelling Content pre-cognition
- 42. Brands should tell stories people will actively move towards.
- 43. Think like a publisher.
- 44. 2011 20172015 2010 Digital consultancy company 2018 Digital consultancy company Digital consultancy company Publishing company Publishing company Agency Digital consultancy company Publishing company Agency SAAS company We became an agency.
- 45. WPK / The Agency
- 46. We help AB/Inbev tell a broad brand story on multiple channels
- 47. We work with Booking.com to help improve their partner relationship
- 48. We help Samsung & Google explaining their products to customers
- 49. So, what’s next?
- 50. The future in content isn’t better stories. It’s better distribution.
- 51. From estimated targeting to targeting specific audiences. From creating from a brand perspective to creating from an audience perspective. From being present all the time to being there when it matters. From reaching one channel’s audience to reaching every relevant individual on scale. AA A A
- 52. AA A A From estimated targeting to targeting specific audiences. From creating from a brand perspective to creating from an audience perspective. From being present all the time to being there when it matters. From reaching one channel’s audience to reaching every relevant individual on scale.
- 53. AA A A From estimated targeting to targeting specific audiences. From creating from a brand perspective to creating from an audience perspective. From being present all the time to being there when it matters. From reaching one channel’s audience to reaching every relevant individual on scale.
- 54. AA A A From estimated targeting to targeting specific audiences. From creating from a brand perspective to creating from an audience perspective. From being present all the time to being there when it matters. From reaching one channel’s audience to reaching every relevant individual on scale.
- 55. The way Wayne Parker Kent is set up.
- 56. Elastic Native Editorial content Native ad
- 57. Layered audience building Persona Wayne Parker Kent Network LAYER 1 Clusters & Channels LAYER 3 Overarching Themes LAYER 4 Keyword selection LAYER 2 Demographics 8M unique visitors p/m
- 58. One story Hassle-free recipes you need to try Hassle-free recipes you need to try Hassle-free recipes you need to try
- 59. Or variations Famme’s First Travel Aid: Bringing Your Baby on Holiday Bringing your baby on holiday can seem like a hurdle. But, not with this guide! We got you covered from baby beds, to hotel checklist. From having a calm flight to enjoying a day at the beach. Delicious hassle-free recipes you need to try. Foodies Health conscious Juggling provider Chef-worthy home-cooking next to your career? We got just the thing for you! Healthy dinners in a jiffy!
- 60. Contextual distribution IMPACT SCALE SCALE SCALE
- 61. Agile Content Engineering The new workflow for content teams. ACE CreativesAd ops Data analysts Developers
- 62. ACE Leader SEO agenda Social agenda Cornerstone content Marketing projects Growth projects Experiments Brand roadmap Input from management, end users, stakeholders & team. { Output KPI’s Growth goals { Team commits itself to Sprint deliverables. X SEO artikelen X Social articles X Social videos Sprint deliverables X features Marketing project 1 Specific experiment ACE Team 2 week sprint Daily standup Team Leaders Daily standup Ace team Roadmap refinement Sprint report Team Retrospective Sprint review Sprint planning
- 63. Cerebro A SAAS-solution for brands looking for a publishing framework.
- 64. 2011 20172015 2010 Digital consultancy company 2018 Digital consultancy company Digital consultancy company Publishing company Publishing company Agency Digital consultancy company Publishing company Agency SAAS company We became a SAAS company.
- 65. Thank you