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Role of Content Marketing for the biggest brands

Presentation made by Mike Jackson MEC Wavemaker at the Asian Content Marketing Association seminar (videos removed)

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Role of Content Marketing for the biggest brands

  1. 1. 03.01. AGENDA THE ROLE OF CONTENT MARKETING FOR THE BIGGEST BRANDS CONTEXT INSPIRATION 02. CONTENT WITHIN COMMS
  2. 2. PART OF GROUPM, THEMEDIA INVESTMENTMANAGEMENT ARM FOR WPP
  3. 3. BRANDS ARE FIGHTING FOR ATTENTION IN A FLOOD OF CONTENT
  4. 4. IN THE MINUTE IT TAKES TO PRESENT THIS SLIDE 7m Facebook messages sent 194,000 apps downloaded by Apple users 350,000 tweets sent 400 hours of video uploaded to YouTube 2.4m Google searches carried out 50,000 photos uploaded to Instragram 5.6m video views on Facebook
  5. 5. CONSUMERS ARE AVOIDING OR BLOCKING MANY BRAND MESSAGES
  6. 6. TOO MANY BRANDS “FILL THE PIPES” WITH IRRELEVANT OR PLAIN BAD CONTENT
  7. 7. CONTROL
  8. 8. BINGE-VIEWINGBinge Viewing
  9. 9. 03.01. AGENDA CONTENT MARKETING SEMINAR CONTEXT INSPIRATION 02. CONTENT WITHIN COMMS
  10. 10. 10 Realizing the value created by your communities. Establish key partners to execute. Leveraging touch points to deliver the right messages at the right time. Using owned platforms to establish your brand’s spaces to play.
  11. 11. LINKING CONTENT RECOMMENDATIONS TO BUSINESS AND COMMS TASKS ON THE PURCHASE JOURNEY 11
  12. 12. We create content that measurably improves your brand’s performance.
  13. 13. DISTRIBUTEDISCOVER DEVELOPDESIGN
  14. 14. EARNED PAID OWNED BRANDED UNBRANDE D PASSIVE ACTIVE NATIVE ADVERTISING BRANDED CONTENT CONTENT BRANDS CUSTOM EXPERIENCES TacticalStrategic Source: Andrew Davis and a few tweaks from me CONTENT QUADRANTS
  15. 15. Developing an ROI / ROO Framework • Linking Framework to Communication Tasks and Objectives • Setting SMART Objectives 16
  16. 16. 17
  17. 17. 18
  18. 18. 03.01. AGENDA CONTENT MARKETING SEMINAR CONTEXT INSPIRATION 02. CONTENT WITHIN COMMS
  19. 19. 5 Key Takeaways 1. Define the role of content within your communication strategy 2. Insight driven content strategy 3. Link your content solutions to the purchase pathway challenges the brand faces 4. Consider all formats & content creation solutions 5. Personalise, optimise, measure and course correct
  20. 20. DEAD CALM KILLS BRANDS GREAT CONTENT MAKES WAVES

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