What the ?#%& is Content Marketing? (Dr. Paul Marsden, SYZYGY Group)

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Content marketing, the use of publishing channels instead of advertising channels to achieve marketing goals, has been heralded as the future of digital marketing. But what exactly is content marketing? Why does it matter? How does it work, and who is doing it right? Find out in this quick primer on content marketing from SYZYGY Group’s digital strategist, consumer psychologist Dr. Paul Marsden.

Published in: Business, Technology

What the ?#%& is Content Marketing? (Dr. Paul Marsden, SYZYGY Group)

  1. 1. What the ?#%& is 
 Content Marketing? Dr. Paul Marsden
  2. 2. What 
 the $@&%*! is Content Marketing anyway? ! Dr P Marsden @marsattacks
  3. 3. A Story of Chuff Charts and Super Models…
  4. 4. Gisele Bündchen
  5. 5. publishes shoppable magazine
  6. 6. Hatsune Miku
  7. 7. Tour Dates 2014 ! 8.8.14 Seattle 9.8.14 Vancouver 30.8.14 Osaka 20.9.14 Tokyo 11.10.14 Los Angeles 17.10.14 New York
  8. 8. publishes virtual concert
  9. 9. Naomi Watts
  10. 10. creates self-publishing products
  11. 11. Candice Swanepoel
  12. 12. Technology has made publishing sexy again! publishes shoppable videos
  13. 13. Then… Now… The printing press (Johannes Gutenberg1450) The Internet - digital printing press
  14. 14. Technology has made content marketing sexy again! Content Marketing (n) 
 using publishing channels instead of advertising channels to achieve marketing objectives
  15. 15. Technology has made content marketing sexy again! - Shoppable Publications! - Self-Publishing Products! - (Virtual) Event Publishing! - Location-aware Publishing! - Video/Game Publishing! - Personalised Publishing! - Real-time Publishing! - Second Screen Publishing! - …
  16. 16. Technology has made content marketing sexy and scalable Search Culture & the ‘Google Effect’ Brand PublishingAdvertising Audience g
  17. 17. Beyond clogging up user feeds with junk…
  18. 18. Beyond clogging up user feeds with junk…
  19. 19. Beyond clogging up user feeds with junk…
  20. 20. …or deceptive ‘native’ advertorials and sponsored content
  21. 21. …moving beyond repurposing analogue content
  22. 22. Content marketing innovation means winning attention with real value
  23. 23. Where to start? Two insights from media psychology
  24. 24. Where to start? Two insights from media psychology Content Consumption Capacity Content Production Content Overload Digital Publishing
  25. 25. Where to start? Two insights from media psychology ‘Uses & Gratifications’ Framework Help Me! (Solutions) Entertain Me! (Smiles)
  26. 26. Help Me! Targeting pain points in the consumer journey… =10 = orgasmic = 0 = suicidal ‘chuff chart’
  27. 27. Help Me! Targeting pain points in the consumer journey… =10 = orgasmic = 0 = suicidal ‘chuff chart’
  28. 28. Help Me! Targeting pain points in the client journey…
  29. 29. Entertain Me! Content that makes me smile
  30. 30. Entertain Me! Content that makes me smile!
  31. 31. So what the $@&%*! is Content Marketing? Digital publishing innovation for
 smiles and solutions
  32. 32. 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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