Ryan Foley, Head of Content Marketing at ROAST, outlines his new communication model. The presentation was originally given at the IAB's Content Creation and Native Distribution Summit on August 23rd 2018. ROAST is a part of TIPi Group.

1. NEW COMMUNICATION THINKING FOR DIGITAL
CONTENT MARKETING 2.0
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BY RYAN FOLEY

2. __
WHAT IS CONTENT MARKETING?

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4. Content marketing is composed of three elements:
1. Creation and sharing of online materials
2. Doesn’t explicitly promote a brand
3. Intended to stimulate interest in products
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5. __
HOW DOES THIS WORK FOR SEO?

6. Google is like a stock exchange.
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7. A brands value goes up and down based on
supply and demand.
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8. Google rankings work in a very similar way.
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10. Rankings go up
and down based
on supply and
demand

11. __
HOW DOES THIS WORK?

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13. Identification
Knowledge
Graph
Wikidata
Wikipedia
Social
User
Behaviour
Content
Interpretation
Links
Mentions
User
Interaction
Brand
Awareness
Intention
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Google sees the world in terms of entities

14. Identification
Knowledge
Graph
Wikidata
Wikipedia
Social
User
Behaviour
Content
Interpretation
Links
Mentions
User
Interaction
Brand
Awareness
Intention
SupplySupplier Demand
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15. Supply and demand works by creating
value for people through their interests.
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16. Identification
Knowledge
Graph
Wikidata
Wikipedia
Social
User
Behaviour
Content
Interpretation
Links
Mentions
User
Interaction
Brand
Awareness
Intention
ProductBrand People
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17. Content marketing’s job is to influence the demand from
people for the purpose of improving rankings.
Logic
Improved Rankings = More Traffic = More
Sales
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18. Not just anyone but people who are relevant to a brand.
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19. Relevance comes from the communities
who share similar interests.
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20. Indirect Interest
Mountain Biking
Travel Insurance
InsureandGo
Direct Interest
Photography
iPhone X
AppleBrand
Product
Interest
Audience
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Brands connect to audiences through their interests

21. Indirect Interest
Mountain Biking
Travel Insurance
InsureandGo
Direct Interest
Photography
iPhone X
AppleBrand
Product
Interest
Audience
Connect
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Brands connect to audiences through their interests

22. Indirect Interest
Mountain Biking
Travel Insurance
InsureandGo
Direct Interest
Photography
iPhone X
AppleBrand
Product
Interest
Audience
Connect
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Brands connect to audiences through their interests
Narrative Narrative

23. __
WHY COMMUNITIES AND THEIR INTERESTS?

24. How are communities created?
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25. Communities are created by convergence and congruence of value
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Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value

26. Communities are created by convergence and congruence of value
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Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown

27. Communities are created by convergence and congruence of value
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown

28. Communities are created by convergence and congruence of value
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
GamesExample

29. When value is unseen it cannot be of interest
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
GamesExample Football

30. Where value is interpreted it can become interesting
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
GamesExample Football Arsenal F.C.

31. What value is shared forms a community of interested people
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
GamesExample Football Arsenal F.C. Arsenal FanTV

32. A community only exists in the mind.
They are mental constructs.
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33. Marketing to interests works through mindsets and motives.
Not demographics and metrics.
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34. Marketing to interests is how we can influence demand.
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35. Identification
Knowledge
Graph
Wikidata
Wikipedia
Social
User
Behaviour
Content
Interpretation
Links
Mentions
User
Interaction
Brand
Awareness
Intention
Supplier DemandSupply
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36. Influencing demand through relevant communities
improves rankings.
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37. Identification
Knowledge
Graph
Wikidata
Wikipedia
Social
User
Behaviour
Content
Interpretation
Links
Mentions
User
Interaction
Brand
Awareness
Intention
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38. __
HOW CAN BRANDS INFLUENCE DEMAND?

39. Influencing people is a communication problem
we’re solving through ideas people respond to.
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40. To do this we’ve developed a communication model
to analyse and guide ideas and campaigns.
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41. Our model is driven by one important cultural insight.
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42. People put stuff online they want
others to believe about them.
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43. From brands to individuals
- it’s about how they want to be perceived.
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44. To leverage this insight, each content campaign you create
must tick three basic elements.
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45. The idea must gain attention to get noticed.
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46. The idea must gain attention to get noticed.
The idea must have meaning to be interesting.
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47. The idea must gain attention to get noticed.
The idea must have meaning to be interesting.
The idea must test perceptions to cause responses.
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48. Attention
Meaning
Perception
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49. Attention
Meaning
Perception
People think from the top
down and respond to
either approve or
disapprove.
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50. Attention
Meaning
Perception
People think from the top
down and respond to
either approve or
disapprove.
Content Marketers need
to think from the bottom
up to influence
responses from people.
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51. AMP is not a formula.
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52. AMP is a checklist, designed to help create
the responses needed to improve rankings.
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53. There are three types of response.
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54. Approval Indifferent Disapproval
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55. Approval Indifferent Disapproval
“Android is much better
than iOS.”
N/A “iOS doesn’t steal all your
data like Andriod.”
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56. Indifferent Disapproval
“Android is much better
than iOS.”
N/A “iOS doesn’t steal all your
data.”
Approval
Working with relevant communities to create something of
interest reduces the chances of indifferent responses
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57. Three types of responses in our community creation model
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Informatio
n
KnownUnknown
Indifferent

58. Three types of responses in our community creation model
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Informatio
n
KnownUnknown
Approval or
Disapproval
Indifferent

59. Identification
Knowledge
Graph
Wikidata
Wikipedia
Social
User
Behaviour
Content
Interpretation
Links
Mentions
User
Interaction
Brand
Awareness
Intention
@FOELEY
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60. Identification
Knowledge
Graph
Wikidata
Wikipedia
Social
User
Behaviour
Content
Interpretation
Links
Mentions
User
Interaction
Brand
Awareness
Intention
Supplier DemandSupply
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61. __
HOW CAN BRANDS MARKET THEMSELVES TO
MINDSETS?

63. 63
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64. Identification Interpretation
Links
Mentions
User
Interaction
Brand
Awareness
Intention
136,000Views (estimated)
14 Mentions (article)
594 Mentions (comments)
1 Link
5,971 Shares
2,271 Comments
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66. Attention
Meaning
Perception
- First dedicated UK
Landlord award
- Landlords are
surrounded by negativity
and cynicism
(The idea must gain attention to get
noticed.)
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Analysing ideas with AMP

67. Attention
Meaning
Perception
- Most people have heard
a bad story about
landlords or tenants
- We found the good
stories about landlords
and their tenants
(The idea must have meaning to be
interesting.)
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Analysing ideas with AMP

68. Attention
Meaning
Perception
- Landlords are bad people
- Landlords just want
money
- Landlords never fix things
(The idea must test perceptions to cause responses.)
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Analysing ideas with AMP

69. @FOELEY
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Attention
Meaning
Perception
People think from the top
down and respond to
either approve or
disapprove.
“The search is on to find the Landlord
OfTheYear”
“Home insurance provider,
HomeProtect, has embarked on a quest
to find the UK’s best landlord”
“Landlords are social parasites.They’re
the last people we should be
honouring”
“Don’t call all landlords parasites”
“HomeProtect’s Landlord of theYear
Awards seek to champion all UK
landlords who choose to break the
perceived mould”

70. Attention: Notice taken of
someone or something.
Meaning: Important or
worthwhile quality; purpose.
Perception: The way in which
something is regarded,
understood or interpreted.
Creative thinking and execution
Target audience and
communities
Insights and strategic thinking
Consumer
Thinking
Communication
Thinking
Attention
Meaning
Perception
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AMP: New communication thinking for digital

71. THANK YOU.
TWEET ME IF YOU HAVE ANY QUESTIONS.
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