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Slaven Mandic CEO & Co-founder Mark Schoones Creative director The who’s who
Founded as a digital consultancy company. 2011 20172015 2010 Digital consultancy company 2018 Digital consultancy company ...
Without clients. Or a website.
So, we built a website.
And people started visiting that website.
A portfolio of 20 media brands reaching 8 million unique visitors per month
A portfolio of 20 media brands reaching 8 million unique visitors per month
2011 20172015 2010 Digital consultancy company 2018 Digital consultancy company Digital consultancy company Publishing com...
Our editorial teams translated broad brand messaging into effective niche campaigns
Our editorial teams translated broad brand messaging into effective niche campaigns
Our development unit creates custom software that drives campaigns
Our business development unit develops custom publishing solutions
And then… the questions advertisers asked us got bigger.
Why?
This used to be the situation
This used to be the situation
This used to be the situation
Fun stuff This used to be the situation
Fun stuff This used to be the situation
Fun stuff This used to be the situation Ads
Fun stuff This used to be the situation Ads
Fun stuff This used to be the situation Ads
Fun stuff This used to be the situation Ads
Fun stuff This used to be the situation Ads Fun stuff
Fun stuff This used to be the situation Ads Fun stuff
Fun stuff This used to be the situation Ads Fun stuff Ads
Fun stuff This used to be the situation Ads Fun stuff Ads
Fun stuff This used to be the situation Ads Fun stuff Ads
Fun stuff This used to be the situation Ads Fun stuff Ads
Fun stuff This used to be the situation Ads Fun stuff Ads Fun stuff
But…
But…
But…
Ads Ads Ads
Ads Ads Ads
Ads Ads Ads
Ads Ads Ads
Ads Ads Ads
What does this mean for brands?
Publisher thinking Customer centric Audience first Outside-in Van push naar pull Aim for engagement Brand humanization Stor...
Publisher thinking Customer centric Audience first Outside-in Van push naar pull Aim for engagement Brand humanization Stor...
Brands should tell stories people will actively move towards.
Think like a publisher.
2011 20172015 2010 Digital consultancy company 2018 Digital consultancy company Digital consultancy company Publishing com...
WPK / The Agency
We help AB/Inbev tell a broad brand story on multiple channels
We work with Booking.com to help improve their partner relationship
We help Samsung & Google explaining their products to customers
So, what’s next?
The future in content isn’t better stories. It’s better distribution.
From estimated targeting to
 targeting specific audiences. From creating from a brand perspective to creating from an audie...
AA A A From estimated targeting to
 targeting specific audiences. From creating from a brand perspective to creating from a...
AA A A From estimated targeting to
 targeting specific audiences. From creating from a brand perspective to creating from a...
AA A A From estimated targeting to
 targeting specific audiences. From creating from a brand perspective to creating from a...
The way Wayne Parker Kent is set up.
Elastic Native Editorial content Native ad
Layered audience building Persona Wayne Parker Kent Network LAYER 1
 Clusters & Channels LAYER 3
 Overarching Themes LAYER...
One story Hassle-free recipes you need to try Hassle-free recipes you need to try Hassle-free recipes you need to try
Or variations Famme’s First Travel Aid: Bringing Your Baby on Holiday  Bringing your baby on holiday can seem like a hurdl...
Contextual distribution IMPACT SCALE SCALE SCALE
Agile Content Engineering The new workflow for content teams. ACE CreativesAd ops Data analysts Developers
ACE Leader SEO agenda Social agenda Cornerstone content Marketing projects Growth projects Experiments Brand roadmap Input...
Cerebro A SAAS-solution for brands looking for a publishing framework.
2011 20172015 2010 Digital consultancy company 2018 Digital consultancy company Digital consultancy company Publishing com...
Thank you
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
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Wayne Parker Kent - Slaven Mandic

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Wat moeten merken doen om relevant te blijven? En waarom zijn, worden en blijven content en data de belangrijkste tools van branding?

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Wayne Parker Kent - Slaven Mandic

  1. 1. Slaven Mandic CEO & Co-founder Mark Schoones Creative director The who’s who
  2. 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. 3. Without clients. Or a website.
  4. 4. So, we built a website.
  5. 5. And people started visiting that website.
  6. 6. A portfolio of 20 media brands reaching 8 million unique visitors per month
  7. 7. A portfolio of 20 media brands reaching 8 million unique visitors per month
  8. 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. 9. Our editorial teams translated broad brand messaging into effective niche campaigns
  10. 10. Our editorial teams translated broad brand messaging into effective niche campaigns
  11. 11. Our development unit creates custom software that drives campaigns
  12. 12. Our business development unit develops custom publishing solutions
  13. 13. And then… the questions advertisers asked us got bigger.
  14. 14. Why?
  15. 15. This used to be the situation
  16. 16. This used to be the situation
  17. 17. This used to be the situation
  18. 18. Fun stuff This used to be the situation
  19. 19. Fun stuff This used to be the situation
  20. 20. Fun stuff This used to be the situation Ads
  21. 21. Fun stuff This used to be the situation Ads
  22. 22. Fun stuff This used to be the situation Ads
  23. 23. Fun stuff This used to be the situation Ads
  24. 24. Fun stuff This used to be the situation Ads Fun stuff
  25. 25. Fun stuff This used to be the situation Ads Fun stuff
  26. 26. Fun stuff This used to be the situation Ads Fun stuff Ads
  27. 27. Fun stuff This used to be the situation Ads Fun stuff Ads
  28. 28. Fun stuff This used to be the situation Ads Fun stuff Ads
  29. 29. Fun stuff This used to be the situation Ads Fun stuff Ads
  30. 30. Fun stuff This used to be the situation Ads Fun stuff Ads Fun stuff
  31. 31. But…
  32. 32. But…
  33. 33. But…
  34. 34. Ads Ads Ads
  35. 35. Ads Ads Ads
  36. 36. Ads Ads Ads
  37. 37. Ads Ads Ads
  38. 38. Ads Ads Ads
  39. 39. What does this mean for brands?
  40. 40. Publisher thinking Customer centric Audience first Outside-in Van push naar pull Aim for engagement Brand humanization Storytelling Content pre-cognition
  41. 41. Publisher thinking Customer centric Audience first Outside-in Van push naar pull Aim for engagement Brand humanization Storytelling Content pre-cognition
  42. 42. Brands should tell stories people will actively move towards.
  43. 43. Think like a publisher.
  44. 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. 45. WPK / The Agency
  46. 46. We help AB/Inbev tell a broad brand story on multiple channels
  47. 47. We work with Booking.com to help improve their partner relationship
  48. 48. We help Samsung & Google explaining their products to customers
  49. 49. So, what’s next?
  50. 50. The future in content isn’t better stories. It’s better distribution.
  51. 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. 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. 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. 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. 55. The way Wayne Parker Kent is set up.
  56. 56. Elastic Native Editorial content Native ad
  57. 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. 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. 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. 60. Contextual distribution IMPACT SCALE SCALE SCALE
  61. 61. Agile Content Engineering The new workflow for content teams. ACE CreativesAd ops Data analysts Developers
  62. 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. 63. Cerebro A SAAS-solution for brands looking for a publishing framework.
  64. 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. 65. Thank you

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