The Future of Content Marketing (Paul Kemp-Robertson, Contagious Magazine)

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Paul Kemp-Robertson provides an exciting vision of the future of content marketing for consumer brands. How will technology and creativity combine to create a future where brands become publishers as well advertisers?

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The Future of Content Marketing (Paul Kemp-Robertson, Contagious Magazine)

  1. 1. The future of
 Content Marketing Paul Kemp-Robertson
  2. 2. PUT THE MOCO IMAGE HERE – READIING MAG IN MASK DIGITAL INNOVATION DAY FRANKFURT Paul Kemp-Robertson Co-founder, Contagious @ContagiousPaul
  3. 3. BRANDS HAVE THEIR OWN LAWS OF GRAVITY
  4. 4. …BUT THE ‘PULL’ IS A WEAK FORCE
  5. 5. of US CPG sales come from the bottom 80% of buyers: the 80 / 20 rule isn’t real Source: Nielsen 2007, quoted in Byron Sharp, How Brands Grow 49%
  6. 6. of brands could cease to exist and most people wouldn’t care Source: Havas Media, Meaningful Brands 73%
  7. 7. of US Coke buyers buy the brand once a week or more Source: Nielsen, quoted in How Brands Grow by Byron Sharp 4%
  8. 8. for passion brands on Facebook, e.g. Nike, Harley, Tiffany Engagement rates are lower than you think / Source: AdAge 0.66%
  9. 9. ‘Consumers are cognitive misers’
  10. 10. PENETRATION WHIPS LOYALTY’S ASS
  11. 11. THE FUTURE IS…
  12. 12. CONTEXT
  13. 13. No one lives their lives according to media silos
  14. 14. TIME PLACE PLATFORMS INTENT HABITS WEATHER, ETC Context PERSONA :
  15. 15. Alan Kay (*If you outsmart the competition, you don’t need to outspend them) ‘Context is worth 80 IQ points’
  16. 16. Georgia Coffee (Creepy!) Vending Machines
  17. 17. Klepierre / The Inspiration Corridor Personalised Retail / Moodboards
  18. 18. @ContagiousPaul DANKE!
  19. 19. Sign up for our Content Marketing Newsletter 
 and receive the latest news for Digital Innovation Day 2015: www.syzygy.net/newsletter

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