SlideShare a Scribd company logo

Why Brands Should Create Content, Not Campaigns

•
•
Miguel Bernas
Miguel Bernas

Originally presented at Pecha Kucha Night in Singapore, 11 September 2019. (The Pecha Kucha format is 20 slides, 20 seconds each.) In this presentation I explain why brands must transition from a Campaign- to a Content-based Marketing Strategy. Watch the video presentation here: https://youtu.be/ZxcDgr6Dd_4

Marketing
1 of 20
Download to read offline
12/9/2019 MIGUELBERNAS.COM 1 WHY BRANDS SHOULD CREATE CONTENT, NOT CAMPAIGNS MIGUEL BERNAS TIMBER WOLF MEDIA
12/9/2019 MIGUELBERNAS.COM 2 30 YEARS IN MEDIA & MARKETING
#1 MOST OF PAID DIGITAL ADS ARE LOST TO FRAUD 12/9/2019 MIGUELBERNAS.COM 3
12/9/2019 MIGUELBERNAS.COM 4 #2 AUDIENCES WON’T PAY THE INTERRUPTION “ROAD TAX” THE CONSUMER INTERRUPTION THE CONTENT
#3 YOU ARE RENTING, NOT OWNING, AUDIENCES 12/9/2019 MIGUELBERNAS.COM 7 Campaign audience
12/9/2019 MIGUELBERNAS.COM 8 MARKETING IN THE DIGITAL MEDIA AGE THE CHALLENGE : INTERRUPT PUSH CAMPAIGN-BASED
12/9/2019 MIGUELBERNAS.COM 9 MARKETING IN THE DIGITAL MEDIA AGE THE CHALLENGE : INTERRUPT → INTEREST PUSH → PULL CAMPAIGN-BASED → CONTENT-BASED
WHY CONTENT MARKETING? 12/9/2019 MIGUELBERNAS.COM 10
#1 YOUR AUDIENCE, YOUR RELATIONSHIPS 12/9/2019 MIGUELBERNAS.COM 11 Campaign audience Owned audience
WALT DISNEY’S CORPORATE STRATEGY, CIRCA 1957
#2 BUILD A COMMUNITY BASED ON TRUST 12/9/2019 MIGUELBERNAS.COM 14
COULD YOUR BRAND BE A MEDIA BRAND? 12/9/2019 MIGUELBERNAS.COM 16 TOPIC THE AUDIENCE WANTS TO HEAR ABOUT TOPIC WHERE THE BRAND HAS A LEGITIMATE VOICE (MAKE CONTENT HERE!)
12/9/2019 MIGUELBERNAS.COM 17 #3 CONTENT WORKS ALL ACROSS THE FUNNEL Channel Type of Content Funnel Stage YouTube pre-roll BaselWorld 2019 New Model teaser Awareness Silver Kris magazine Model XXX print ad Awareness Facebook ads Model XXX video ad Awareness Facebook Page Model XXX video teasers Awareness Instagram Photos of Model XXX Awareness YouTube channel Documentary: the history of aviator watches, featuring Model XXX Awareness Misc Instagram influencers Photos of Model XXX Awareness Website Detailed Product Pages: photos, technical specs Consideration Email Newsletter Historical figures & their watches Consideration Hodinkee website Feature & Review of Model XXX Consideration Hodinkee (YouTube) Feature & Review of Model XXX Consideration Influencer reviews (YouTube) Feature & Review of Model XXX Consideration YouTube channel Documentary: the making of the Model XXX Consideration Website A/B-tested Purchase page, strong CTA Purchase Email Newsletter Model XXX Pre-Order promotion, strong CTA Purchase Instagram Ads Model XXX Purchase CTA Purchase Paid Search Model XXX ads, purchase CTA Purchase Event Networking event with Model XXX owners Loyalty Facebook Page Discussion / FAQ with followers Loyalty Instagram Model XXX Repost Contest Loyalty
SUBSCRIBERS, FOLLOWERS, COMMUNITY = PRE-CUSTOMER DATABASE

Recommended

Report: Social Media Across the Business
Report: Social Media Across the BusinessReport: Social Media Across the Business
Report: Social Media Across the BusinessBrandwatch
 
Digital Marketing | Marketing Management
Digital Marketing | Marketing ManagementDigital Marketing | Marketing Management
Digital Marketing | Marketing ManagementVikas Aggarwal
 
Social media reflection, direction & projections
Social media reflection, direction & projectionsSocial media reflection, direction & projections
Social media reflection, direction & projectionsThe Creative Collective
 
Youtube insights how passions drive purchases
Youtube insights how passions drive purchasesYoutube insights how passions drive purchases
Youtube insights how passions drive purchasesLionel Martins
 
Toyota: Launching Toyota Camry via social media, presented by Monica Peterson
Toyota: Launching Toyota Camry via social media, presented by Monica PetersonToyota: Launching Toyota Camry via social media, presented by Monica Peterson
Toyota: Launching Toyota Camry via social media, presented by Monica PetersonSocialMedia.org
 
Snaps! f.k.a. GoldRun
Snaps! f.k.a. GoldRunSnaps! f.k.a. GoldRun
Snaps! f.k.a. GoldRunAmy Kadomatsu
 
Social Media Club of Dallas 8/19/2010
Social Media Club of Dallas 8/19/2010Social Media Club of Dallas 8/19/2010
Social Media Club of Dallas 8/19/2010Social Media Dallas
 
Using Facebook Advertising To Get Butts In Seats | Restaurant Marketing
Using Facebook Advertising To Get Butts In Seats | Restaurant MarketingUsing Facebook Advertising To Get Butts In Seats | Restaurant Marketing
Using Facebook Advertising To Get Butts In Seats | Restaurant MarketingAngelsmith, Inc.
 

Recommended

Report: Social Media Across the Business
Report: Social Media Across the BusinessReport: Social Media Across the Business
Report: Social Media Across the BusinessBrandwatch
 
Digital Marketing | Marketing Management
Digital Marketing | Marketing ManagementDigital Marketing | Marketing Management
Digital Marketing | Marketing ManagementVikas Aggarwal
 
Social media reflection, direction & projections
Social media reflection, direction & projectionsSocial media reflection, direction & projections
Social media reflection, direction & projectionsThe Creative Collective
 
Youtube insights how passions drive purchases
Youtube insights how passions drive purchasesYoutube insights how passions drive purchases
Youtube insights how passions drive purchasesLionel Martins
 
Toyota: Launching Toyota Camry via social media, presented by Monica Peterson
Toyota: Launching Toyota Camry via social media, presented by Monica PetersonToyota: Launching Toyota Camry via social media, presented by Monica Peterson
Toyota: Launching Toyota Camry via social media, presented by Monica PetersonSocialMedia.org
 
Snaps! f.k.a. GoldRun
Snaps! f.k.a. GoldRunSnaps! f.k.a. GoldRun
Snaps! f.k.a. GoldRunAmy Kadomatsu
 
Social Media Club of Dallas 8/19/2010
Social Media Club of Dallas 8/19/2010Social Media Club of Dallas 8/19/2010
Social Media Club of Dallas 8/19/2010Social Media Dallas
 
Using Facebook Advertising To Get Butts In Seats | Restaurant Marketing
Using Facebook Advertising To Get Butts In Seats | Restaurant MarketingUsing Facebook Advertising To Get Butts In Seats | Restaurant Marketing
Using Facebook Advertising To Get Butts In Seats | Restaurant MarketingAngelsmith, Inc.
 
Successful Marketing & Advertising on Facebook
Successful Marketing & Advertising on FacebookSuccessful Marketing & Advertising on Facebook
Successful Marketing & Advertising on FacebookOmnitoons
 
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.THE MAIN
 
Market entry BIPC - digital marketing as business development.pptx
Market entry BIPC - digital marketing as business development.pptxMarket entry BIPC - digital marketing as business development.pptx
Market entry BIPC - digital marketing as business development.pptxSimone Castello
 
Creating Converstation
Creating ConverstationCreating Converstation
Creating ConverstationCornerstone University
 
DESERT BLUES BRAND
DESERT BLUES BRANDDESERT BLUES BRAND
DESERT BLUES BRANDfarhan947680
 
SBTDC - Social Media Workshop
SBTDC - Social Media WorkshopSBTDC - Social Media Workshop
SBTDC - Social Media WorkshopSage Island
 
SHRCCI Paid Social Media Advertising Presentation
SHRCCI Paid Social Media Advertising PresentationSHRCCI Paid Social Media Advertising Presentation
SHRCCI Paid Social Media Advertising Presentationsocialcoopmedia
 
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...priti pandit
 
Taking Social Media to the Next Level #paii
Taking Social Media to the Next Level #paiiTaking Social Media to the Next Level #paii
Taking Social Media to the Next Level #paiiMike Merrill
 
Dominion Enterprises' IT Summit: Lessons Learned in Social Media
Dominion Enterprises' IT Summit: Lessons Learned in Social MediaDominion Enterprises' IT Summit: Lessons Learned in Social Media
Dominion Enterprises' IT Summit: Lessons Learned in Social MediaErica Campbell Byrum
 
AIA Presentation - Building and scaling social media
AIA Presentation - Building and scaling social mediaAIA Presentation - Building and scaling social media
AIA Presentation - Building and scaling social mediaali Bullock
 
Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesPedro Laboy
 
Freitas m wk4 pdf
Freitas m wk4 pdfFreitas m wk4 pdf
Freitas m wk4 pdfMatt Freitas
 
Warren Knight 7 Steps To Using Social Media Marketing
Warren Knight 7 Steps To Using Social Media MarketingWarren Knight 7 Steps To Using Social Media Marketing
Warren Knight 7 Steps To Using Social Media MarketingThink Digital First
 
Social Media Strategy in Business - Real Estate
Social Media Strategy in Business - Real EstateSocial Media Strategy in Business - Real Estate
Social Media Strategy in Business - Real EstateSusan Stewart
 
Social Media Showcase SMC Dallas 9/22/11
Social Media Showcase SMC Dallas 9/22/11Social Media Showcase SMC Dallas 9/22/11
Social Media Showcase SMC Dallas 9/22/11Social Media Dallas
 
Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009Team Eleven
 
Social Media as Marketing Tools: Valuable for SMEs?
Social Media as Marketing Tools: Valuable for SMEs?Social Media as Marketing Tools: Valuable for SMEs?
Social Media as Marketing Tools: Valuable for SMEs?Efthymios Constantinides
 
Small Business Week 2019 | Marissa Crandell Portfolio
Small Business Week 2019 | Marissa Crandell PortfolioSmall Business Week 2019 | Marissa Crandell Portfolio
Small Business Week 2019 | Marissa Crandell PortfolioMarissa Crandell
 
Get Networked
Get NetworkedGet Networked
Get NetworkedResource/Ammirati
 
Why brands must think and behave like media companies
Why brands must think and behave like media companiesWhy brands must think and behave like media companies
Why brands must think and behave like media companiesMiguel Bernas
 
The Role of Culture in Digital Transformation
The Role of Culture in Digital TransformationThe Role of Culture in Digital Transformation
The Role of Culture in Digital TransformationMiguel Bernas
 

More Related Content

Similar to Why Brands Should Create Content, Not Campaigns

Successful Marketing & Advertising on Facebook
Successful Marketing & Advertising on FacebookSuccessful Marketing & Advertising on Facebook
Successful Marketing & Advertising on FacebookOmnitoons
 
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.THE MAIN
 
Market entry BIPC - digital marketing as business development.pptx
Market entry BIPC - digital marketing as business development.pptxMarket entry BIPC - digital marketing as business development.pptx
Market entry BIPC - digital marketing as business development.pptxSimone Castello
 
DESERT BLUES BRAND
DESERT BLUES BRANDDESERT BLUES BRAND
DESERT BLUES BRANDfarhan947680
 
SBTDC - Social Media Workshop
SBTDC - Social Media WorkshopSBTDC - Social Media Workshop
SBTDC - Social Media WorkshopSage Island
 
SHRCCI Paid Social Media Advertising Presentation
SHRCCI Paid Social Media Advertising PresentationSHRCCI Paid Social Media Advertising Presentation
SHRCCI Paid Social Media Advertising Presentationsocialcoopmedia
 
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...priti pandit
 
Taking Social Media to the Next Level #paii
Taking Social Media to the Next Level #paiiTaking Social Media to the Next Level #paii
Taking Social Media to the Next Level #paiiMike Merrill
 
Dominion Enterprises' IT Summit: Lessons Learned in Social Media
Dominion Enterprises' IT Summit: Lessons Learned in Social MediaDominion Enterprises' IT Summit: Lessons Learned in Social Media
Dominion Enterprises' IT Summit: Lessons Learned in Social MediaErica Campbell Byrum
 
AIA Presentation - Building and scaling social media
AIA Presentation - Building and scaling social mediaAIA Presentation - Building and scaling social media
AIA Presentation - Building and scaling social mediaali Bullock
 
Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesPedro Laboy
 
Warren Knight 7 Steps To Using Social Media Marketing
Warren Knight 7 Steps To Using Social Media MarketingWarren Knight 7 Steps To Using Social Media Marketing
Warren Knight 7 Steps To Using Social Media MarketingThink Digital First
 
Social Media Strategy in Business - Real Estate
Social Media Strategy in Business - Real EstateSocial Media Strategy in Business - Real Estate
Social Media Strategy in Business - Real EstateSusan Stewart
 
Social Media Showcase SMC Dallas 9/22/11
Social Media Showcase SMC Dallas 9/22/11Social Media Showcase SMC Dallas 9/22/11
Social Media Showcase SMC Dallas 9/22/11Social Media Dallas
 
Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009Team Eleven
 
Social Media as Marketing Tools: Valuable for SMEs?
Social Media as Marketing Tools: Valuable for SMEs?Social Media as Marketing Tools: Valuable for SMEs?
Social Media as Marketing Tools: Valuable for SMEs?Efthymios Constantinides
 
Small Business Week 2019 | Marissa Crandell Portfolio
Small Business Week 2019 | Marissa Crandell PortfolioSmall Business Week 2019 | Marissa Crandell Portfolio
Small Business Week 2019 | Marissa Crandell PortfolioMarissa Crandell
 

Similar to Why Brands Should Create Content, Not Campaigns (20)

Successful Marketing & Advertising on Facebook
Successful Marketing & Advertising on FacebookSuccessful Marketing & Advertising on Facebook
Successful Marketing & Advertising on Facebook
 
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.
 
Market entry BIPC - digital marketing as business development.pptx
Market entry BIPC - digital marketing as business development.pptxMarket entry BIPC - digital marketing as business development.pptx
Market entry BIPC - digital marketing as business development.pptx
 
Creating Converstation
Creating ConverstationCreating Converstation
Creating Converstation
 
DESERT BLUES BRAND
DESERT BLUES BRANDDESERT BLUES BRAND
DESERT BLUES BRAND
 
SBTDC - Social Media Workshop
SBTDC - Social Media WorkshopSBTDC - Social Media Workshop
SBTDC - Social Media Workshop
 
SHRCCI Paid Social Media Advertising Presentation
SHRCCI Paid Social Media Advertising PresentationSHRCCI Paid Social Media Advertising Presentation
SHRCCI Paid Social Media Advertising Presentation
 
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...
Let’s plan “HOW” Brands can reinvent their current Instagram profile to get...
 
Taking Social Media to the Next Level #paii
Taking Social Media to the Next Level #paiiTaking Social Media to the Next Level #paii
Taking Social Media to the Next Level #paii
 
Dominion Enterprises' IT Summit: Lessons Learned in Social Media
Dominion Enterprises' IT Summit: Lessons Learned in Social MediaDominion Enterprises' IT Summit: Lessons Learned in Social Media
Dominion Enterprises' IT Summit: Lessons Learned in Social Media
 
AIA Presentation - Building and scaling social media
AIA Presentation - Building and scaling social mediaAIA Presentation - Building and scaling social media
AIA Presentation - Building and scaling social media
 
Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing Strategies
 
Freitas m wk4 pdf
Freitas m wk4 pdfFreitas m wk4 pdf
Freitas m wk4 pdf
 
Warren Knight 7 Steps To Using Social Media Marketing
Warren Knight 7 Steps To Using Social Media MarketingWarren Knight 7 Steps To Using Social Media Marketing
Warren Knight 7 Steps To Using Social Media Marketing
 
Social Media Strategy in Business - Real Estate
Social Media Strategy in Business - Real EstateSocial Media Strategy in Business - Real Estate
Social Media Strategy in Business - Real Estate
 
Social Media Showcase SMC Dallas 9/22/11
Social Media Showcase SMC Dallas 9/22/11Social Media Showcase SMC Dallas 9/22/11
Social Media Showcase SMC Dallas 9/22/11
 
Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009
 
Social Media as Marketing Tools: Valuable for SMEs?
Social Media as Marketing Tools: Valuable for SMEs?Social Media as Marketing Tools: Valuable for SMEs?
Social Media as Marketing Tools: Valuable for SMEs?
 
Small Business Week 2019 | Marissa Crandell Portfolio
Small Business Week 2019 | Marissa Crandell PortfolioSmall Business Week 2019 | Marissa Crandell Portfolio
Small Business Week 2019 | Marissa Crandell Portfolio
 
Get Networked
Get NetworkedGet Networked
Get Networked
 

More from Miguel Bernas

Why brands must think and behave like media companies
Why brands must think and behave like media companiesWhy brands must think and behave like media companies
Why brands must think and behave like media companiesMiguel Bernas
 
The Role of Culture in Digital Transformation
The Role of Culture in Digital TransformationThe Role of Culture in Digital Transformation
The Role of Culture in Digital TransformationMiguel Bernas
 
Brand Storytelling: Involving Your Audience Without Interrupting
Brand Storytelling: Involving Your Audience Without InterruptingBrand Storytelling: Involving Your Audience Without Interrupting
Brand Storytelling: Involving Your Audience Without InterruptingMiguel Bernas
 
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...Miguel Bernas
 
Video Content: How SingTel does it
Video Content: How SingTel does itVideo Content: How SingTel does it
Video Content: How SingTel does itMiguel Bernas
 
SingTel's Social Media Moments
SingTel's Social Media MomentsSingTel's Social Media Moments
SingTel's Social Media MomentsMiguel Bernas
 
How SingTel uses video to build Brand Persona
How SingTel uses video to build Brand PersonaHow SingTel uses video to build Brand Persona
How SingTel uses video to build Brand PersonaMiguel Bernas
 
What makes great Social? A presentation for Social Media Week
What makes great Social? A presentation for Social Media WeekWhat makes great Social? A presentation for Social Media Week
What makes great Social? A presentation for Social Media WeekMiguel Bernas
 
SingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsSingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsMiguel Bernas
 
Social Media in Youth Marketing
Social Media in Youth MarketingSocial Media in Youth Marketing
Social Media in Youth MarketingMiguel Bernas
 
SingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalSingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalMiguel Bernas
 
How SingTel Uses Social Media for Customer Support
How SingTel Uses Social Media for Customer SupportHow SingTel Uses Social Media for Customer Support
How SingTel Uses Social Media for Customer SupportMiguel Bernas
 
Youth as Co-Creators: Using fans to create the most compelling brand experiences
Youth as Co-Creators: Using fans to create the most compelling brand experiencesYouth as Co-Creators: Using fans to create the most compelling brand experiences
Youth as Co-Creators: Using fans to create the most compelling brand experiencesMiguel Bernas
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social MediaMiguel Bernas
 

More from Miguel Bernas (14)

Why brands must think and behave like media companies
Why brands must think and behave like media companiesWhy brands must think and behave like media companies
Why brands must think and behave like media companies
 
The Role of Culture in Digital Transformation
The Role of Culture in Digital TransformationThe Role of Culture in Digital Transformation
The Role of Culture in Digital Transformation
 
Brand Storytelling: Involving Your Audience Without Interrupting
Brand Storytelling: Involving Your Audience Without InterruptingBrand Storytelling: Involving Your Audience Without Interrupting
Brand Storytelling: Involving Your Audience Without Interrupting
 
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
 
Video Content: How SingTel does it
Video Content: How SingTel does itVideo Content: How SingTel does it
Video Content: How SingTel does it
 
SingTel's Social Media Moments
SingTel's Social Media MomentsSingTel's Social Media Moments
SingTel's Social Media Moments
 
How SingTel uses video to build Brand Persona
How SingTel uses video to build Brand PersonaHow SingTel uses video to build Brand Persona
How SingTel uses video to build Brand Persona
 
What makes great Social? A presentation for Social Media Week
What makes great Social? A presentation for Social Media WeekWhat makes great Social? A presentation for Social Media Week
What makes great Social? A presentation for Social Media Week
 
SingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsSingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across Platforms
 
Social Media in Youth Marketing
Social Media in Youth MarketingSocial Media in Youth Marketing
Social Media in Youth Marketing
 
SingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalSingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyal
 
How SingTel Uses Social Media for Customer Support
How SingTel Uses Social Media for Customer SupportHow SingTel Uses Social Media for Customer Support
How SingTel Uses Social Media for Customer Support
 
Youth as Co-Creators: Using fans to create the most compelling brand experiences
Youth as Co-Creators: Using fans to create the most compelling brand experiencesYouth as Co-Creators: Using fans to create the most compelling brand experiences
Youth as Co-Creators: Using fans to create the most compelling brand experiences
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
 

Recently uploaded

定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一s SS
 
ASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationAli Raza
 
DGTLmart : Digital Solutions for 4X Growth
DGTLmart : Digital Solutions for 4X GrowthDGTLmart : Digital Solutions for 4X Growth
DGTLmart : Digital Solutions for 4X Growthcsear2019
 
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing StrategyDIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing StrategySouvikRay24
 
Omnichannel Marketing: Defining Omnichannel Marketing
Omnichannel Marketing: Defining Omnichannel MarketingOmnichannel Marketing: Defining Omnichannel Marketing
Omnichannel Marketing: Defining Omnichannel MarketingDove Soft Ltd
 
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon GarsideInbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garsiderobwhite630290
 
What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?Juan Pineda
 
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service NagpurRussian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service NagpurCall girls in Ahmedabad High profile
 
Call Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCRCall Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCRSapana Sha
 
marketing strategy of tanishq word PPROJECT.pdf
marketing strategy of tanishq word PPROJECT.pdfmarketing strategy of tanishq word PPROJECT.pdf
marketing strategy of tanishq word PPROJECT.pdfarsathsahil
 
Influencer Marketing Power point presentation
Influencer Marketing Power point presentationInfluencer Marketing Power point presentation
Influencer Marketing Power point presentationdgtivemarketingagenc
 
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBalmerLawrie
 
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...ChesterYang6
 
Cost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surgesCost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surgesPushON Ltd
 
SORA AI: Will It Be the Future of Video Creation?
SORA AI: Will It Be the Future of Video Creation?SORA AI: Will It Be the Future of Video Creation?
SORA AI: Will It Be the Future of Video Creation?Searchable Design
 
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024Richard Ingilby
 
pptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptxpptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptxarsathsahil
 
9654467111 Call Girls In Mahipalpur Women Seeking Men
9654467111 Call Girls In Mahipalpur Women Seeking Men9654467111 Call Girls In Mahipalpur Women Seeking Men
9654467111 Call Girls In Mahipalpur Women Seeking MenSapana Sha
 
Social Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa Guidebook for SAMMIES 2024.pdfSocial Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa Guidebook for SAMMIES 2024.pdfSocial Samosa
 
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdfDGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdfDemandbase
 

Recently uploaded (20)

定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
定制(ULV毕业证书)拉文大学毕业证成绩单原版一比一
 
ASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationASO Process: What is App Store Optimization
ASO Process: What is App Store Optimization
 
DGTLmart : Digital Solutions for 4X Growth
DGTLmart : Digital Solutions for 4X GrowthDGTLmart : Digital Solutions for 4X Growth
DGTLmart : Digital Solutions for 4X Growth
 
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing StrategyDIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
 
Omnichannel Marketing: Defining Omnichannel Marketing
Omnichannel Marketing: Defining Omnichannel MarketingOmnichannel Marketing: Defining Omnichannel Marketing
Omnichannel Marketing: Defining Omnichannel Marketing
 
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon GarsideInbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
 
What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?
 
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service NagpurRussian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
Russian Call Girls Nagpur Swara 8617697112 Independent Escort Service Nagpur
 
Call Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCRCall Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCR
 
marketing strategy of tanishq word PPROJECT.pdf
marketing strategy of tanishq word PPROJECT.pdfmarketing strategy of tanishq word PPROJECT.pdf
marketing strategy of tanishq word PPROJECT.pdf
 
Influencer Marketing Power point presentation
Influencer Marketing Power point presentationInfluencer Marketing Power point presentation
Influencer Marketing Power point presentation
 
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
 
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
 
Cost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surgesCost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surges
 
SORA AI: Will It Be the Future of Video Creation?
SORA AI: Will It Be the Future of Video Creation?SORA AI: Will It Be the Future of Video Creation?
SORA AI: Will It Be the Future of Video Creation?
 
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
 
pptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptxpptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptx
 
9654467111 Call Girls In Mahipalpur Women Seeking Men
9654467111 Call Girls In Mahipalpur Women Seeking Men9654467111 Call Girls In Mahipalpur Women Seeking Men
9654467111 Call Girls In Mahipalpur Women Seeking Men
 
Social Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa Guidebook for SAMMIES 2024.pdfSocial Samosa Guidebook for SAMMIES 2024.pdf
Social Samosa Guidebook for SAMMIES 2024.pdf
 
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdfDGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
 

Why Brands Should Create Content, Not Campaigns

  • 1. 12/9/2019 MIGUELBERNAS.COM 1 WHY BRANDS SHOULD CREATE CONTENT, NOT CAMPAIGNS MIGUEL BERNAS TIMBER WOLF MEDIA
  • 2. 12/9/2019 MIGUELBERNAS.COM 2 30 YEARS IN MEDIA & MARKETING
  • 3. #1 MOST OF PAID DIGITAL ADS ARE LOST TO FRAUD 12/9/2019 MIGUELBERNAS.COM 3
  • 4. 12/9/2019 MIGUELBERNAS.COM 4 #2 AUDIENCES WON’T PAY THE INTERRUPTION “ROAD TAX” THE CONSUMER INTERRUPTION THE CONTENT
  • 5.
  • 6.
  • 7. #3 YOU ARE RENTING, NOT OWNING, AUDIENCES 12/9/2019 MIGUELBERNAS.COM 7 Campaign audience
  • 8. 12/9/2019 MIGUELBERNAS.COM 8 MARKETING IN THE DIGITAL MEDIA AGE THE CHALLENGE : INTERRUPT PUSH CAMPAIGN-BASED
  • 9. 12/9/2019 MIGUELBERNAS.COM 9 MARKETING IN THE DIGITAL MEDIA AGE THE CHALLENGE : INTERRUPT → INTEREST PUSH → PULL CAMPAIGN-BASED → CONTENT-BASED
  • 10. WHY CONTENT MARKETING? 12/9/2019 MIGUELBERNAS.COM 10
  • 11. #1 YOUR AUDIENCE, YOUR RELATIONSHIPS 12/9/2019 MIGUELBERNAS.COM 11 Campaign audience Owned audience
  • 12. WALT DISNEY’S CORPORATE STRATEGY, CIRCA 1957
  • 13.
  • 14. #2 BUILD A COMMUNITY BASED ON TRUST 12/9/2019 MIGUELBERNAS.COM 14
  • 15.
  • 16. COULD YOUR BRAND BE A MEDIA BRAND? 12/9/2019 MIGUELBERNAS.COM 16 TOPIC THE AUDIENCE WANTS TO HEAR ABOUT TOPIC WHERE THE BRAND HAS A LEGITIMATE VOICE (MAKE CONTENT HERE!)
  • 17. 12/9/2019 MIGUELBERNAS.COM 17 #3 CONTENT WORKS ALL ACROSS THE FUNNEL Channel Type of Content Funnel Stage YouTube pre-roll BaselWorld 2019 New Model teaser Awareness Silver Kris magazine Model XXX print ad Awareness Facebook ads Model XXX video ad Awareness Facebook Page Model XXX video teasers Awareness Instagram Photos of Model XXX Awareness YouTube channel Documentary: the history of aviator watches, featuring Model XXX Awareness Misc Instagram influencers Photos of Model XXX Awareness Website Detailed Product Pages: photos, technical specs Consideration Email Newsletter Historical figures & their watches Consideration Hodinkee website Feature & Review of Model XXX Consideration Hodinkee (YouTube) Feature & Review of Model XXX Consideration Influencer reviews (YouTube) Feature & Review of Model XXX Consideration YouTube channel Documentary: the making of the Model XXX Consideration Website A/B-tested Purchase page, strong CTA Purchase Email Newsletter Model XXX Pre-Order promotion, strong CTA Purchase Instagram Ads Model XXX Purchase CTA Purchase Paid Search Model XXX ads, purchase CTA Purchase Event Networking event with Model XXX owners Loyalty Facebook Page Discussion / FAQ with followers Loyalty Instagram Model XXX Repost Contest Loyalty
  • 18.
  • 19.
  • 20. SUBSCRIBERS, FOLLOWERS, COMMUNITY = PRE-CUSTOMER DATABASE