Jay Kingsley-Brooks from Tumblr, speaker deck from Oi West. All the speaker decks from the conference can be found on our SlideShare account.

1. January 5, 2015
Tumblr HQ - Creatr’s Circle
Hi, I’m Jay.

8. BRANDS-AS-PUBLISHERS
CONTENT MARKETING IS
A TOP PRIORITY
of Tumblr users are
more drawn to brands
who create and publish
their own content
87%
of marketers use
content marketing in
their organizations
77%
of marketers are
creating more content
than they did last year
70% 58%
growth in adoption of
Tumblr as a publishing
platform by brands
BRANDS NEED TO BE
CONTENT PUBLISHERS
CONTENT CREATION IS
FRONT-OF-MIND
TUMBLR IS INCREASINGLY USED
FOR BRAND PUBLISHING
Source: Content Marketing Institute 2015.

9. 225M
Tumblr Blogs
100M
Posts per day
Source: Tumblr Internal Data.

10. Give them an audience they deserve.
samcannon.tumblr.com
Attract the world’s creators.

11. A new way to publish

12. A social way to publish
follow+

13. A social way to publish + curate
reblog

14. CREATORS
A land of opportunity for creators

15. samcannon.tumblr.com

16. CHUCK TAYLOR - MADE BY YOU
An inspiring brand that literally uses their product as a canvas for creative and inspiration.
www.chucktaylor.tumblr.com

17. #EMOJISCIENCE#GravityDay
EXPLORE THE CHANGING WORLD OF DATA & TECHNOLOGY

21. an example from Lexus
how do you make a
statement without
saying a word?
YOURSTORY
TUMBLRSTORIES
#black and white
#fashion
subtle gifs

22. How to make content popular

23. initial
AWARENESS
and
INTRIGUE
objective
“OOH,
THIS LOOKS
COOL!”
find and leverage your HOOK
(studio, actor, genre, passion)
what are people ALREADY
INTERESTED in?
approach
MAKE IT
INTERESTING
IDENTIFY YOUR HOOK
audience
CORE FANS
OF YOUR HOOK
your early fans
(those super passionate
about your title or if not,
your hook)

24. NON STOP
LIAM NEESON + FUCK YEAH
FUCKYEAH-LIAMNEESON.TUMBLR.COM
sometimes
YOUR CAST
is your hook

25. THE AMAZING SPIDER-MAN
SPIDERMAN COMICS & HERITAGE
THEDAILYBUGLE.TUMBLR.COM
sometimes your
HERITAGE
is your hook

26. HUNGER GAMES
FASHION
CAPITOLCOUTURE.PN
sometimes a
BROADER PASSION
is your hook

27. broader
AWARENESS
and
CONSIDERATION
objective
“I WANNA
SEE
THAT!”
posts that ANNOUNCE
(the title, tag line, date)
and posts that REVEAL story
nuggets (characters, trailer)
approach
MAKE IT
INVITING
SEND OUT THE INVITATION
now you are casting a wider
net (and your core fans are
spreading the word)
audience
CORE
AND
MORE

28. REVEAL STORY NUGGETS
by using what you’ve got

29. AN AWESOME ANNOUNCE POST
craft the post around your title art and date

30. audience
extend your REACH
and
drive PURCHASE
objective
“GETTING
MY
TICKETS!”
posts that are SHAREABLE,
generate URGENCY, and
leverage the LINK
(for purchase)
approach
MAKE IT
EXCITING
GET THEM TO THE PARTY!
EVERYONE
IS
INVITED
your core fans and their
friends, their friend’s friends
and their last minute invites

31. HOW TO EXTEND YOUR REACH…
don’t limit the reblogbuild for the reblog

32. repeat PURCHASE
and
deeper ENGAGEMENT
objective
“HOW GOOD
WAS THAT
MOVIE?!”
audience
RE-LIVE THE MEMORIES
ICONIC moments (that make
the film re-liveable)
and RARE pieces (something
only you can provide)
approach
MAKE IT
COLLECTIBLE
THOSE WHO
SAW IT
AND THE SLACKERS
reward those who saw it
and make those on the
outside want to be on
the inside

33. something only YOU can provide
CRAFT A RARE PERSPECTIVE

34. renewed AWARENESS
and
PURCHASE
objective
“I WANT
MORE”
bring back your
EXCITEMENT posts and
RE-CONTEXTUALIZE them,
(you are creating content that
works NOW and LATER)
approach
MAKE IT
EXCITING
AGAIN
(AND AGAIN)
audience
MAKE IT LAST FOREVER
ALL THE
FANS
no matter when they joined
the conversation

35. keep content timeless evolve meaning of a post over time
CONTENT THAT WORKS
NOW AND LATER

36. PHEW…THAT WAS A LOT. HOPE IT WAS HELPFUL !?

37. THANK YOU!
Jay Kingsley-Brooks, Tumblr Lead
(jkbrooks@yahoo-inc.com)