THIS IS   CONTAGIOUSTHIS IS   CONTAGIOUSCONTENT MARKETING IN 2012 AND WHY BRANDS NEED TO  STOP INTERRUPTING AND   BECOME T...
ONE-WAY MARKETING ISDEAD
SO WHAT COMES SO WHAT COMESNEXT?               NEXT? VIRAL MARKETING IS DEAD
SO WHAT COMES  NEXT? VIRAL MARKETING IS DEADWHERE DO WE GO FROM   HERE?
ENGAGEMENTVIRAL MARKETING IS DEAD
WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?
CONTENT MARKETING IS A MARKETINGTECHNIQUE OF CREATING AND DISTRIBUTINGRELEVANT AND VALUABLE CONTENT TOATTRACT, ACQUIRE, AN...
ITS THE ART OF COMMUNICATING      WITH YOUR CUSTOMERSWITHOUT SELLING
THE MANY FORMS OF BRANDED         CONTENT
INFORMATIVE EXPERIENCE
ENTERTAINING EXPERIENCE
INTERACTIVE EXPERIENCE
LIVE BRANDEXPERIENCE
WHY SHARED CONTENT IS BEST
CONTAGIOUSTHIS IS   CONTAGIOUSTHIS ISCONTENTMARKETING ISABOUT SHARING HE IS    CONTAGIOUS
BRAND LIFT 138%HIGHER FOR THOSEEXPOSED VIASHARINGGeneral Electric study, 2012
WHO SHARES CONTENT?
27 MILLIONPIECES OF CONTENT ARE SHARED ONLINE             EVERY DAY
23 PERCENTOF ALL SOCIAL MEDIA MESSAGES  INCLUDE LINKS TO CONTENT
nielsen study, 2011
HOW DO WE   SHARE?nielsen study, 2011
GET YOUR CONTENT READY TO GO                      ANYWHEREnielsen study, 2011
A GUIDE TO MAKING YOUR  CONTENT SHAREABLE
WHAT MAKESSO WHAT CONTENT SHAREABLE?        ARE THE RULES OF    SO WHAT ARE THE RULES OFCONTAGIOUS  CONTAGIOUSCONTENT?  CO...
LENGTHSO WHAT ARE THE RULESFACTORS     IS ONE OF SEVERAL OF    SO WHAT ARE THE RULES OFCONTAGIOUS  CONTAGIOUSCONTENT?  CON...
LONGSO WHAT ARE THE IF DONE RIGHT      CAN WORK RULES OF    SO WHAT ARE THE RULES OFCONTAGIOUS  CONTAGIOUSCONTENT?  CONTENT?
BUT GENERALLYSHORT IS BEST
IT DOESNT MATTER WHAT YOU MAKE AS LONG AS ITS SO WHAT ARE THE RULES OF     RELEVANT CONTAGIOUS CONTENT?
You need to create something thatactually has merit, that you wouldsay, "Wow, I want to share that." Andif Cadillac made i...
EXHIBIT A:HOW IT SHOULD BE DONE
WHERE THEMAGIC HAPPENS
900 DOMAINSIN 36 LANGUAGES
OFFERINGS IN WEBTV, WEB RADIO,ONLINE GAMES
EXPERTS ATAMPLIFYINGLIVE EVENTS ONLINE
29 MILLION VIEWS
THIS IS   CONTAGIOUSTHIS IS   CONTAGIOUS10 MILLION VIEWS HE IS    CONTAGIOUS
When it comes to producing contentmost brands think about what theywant to see themselves and how toget their company mess...
CONCLUSION
CONTENT COMESIN MANY FORMS
WE PREFER TOSHARE RELEVANTCONTENT
LIVE BRANDLIVE BRANDEXPERIENCES CANEXPERIENCES CANBRING AWESOMEBRING AWESOMECONTENTCONTENT
AWESOME CONTENTONLINE CAN BRINGVAST REACH
THIS IS   CONTAGIOUSTHIS IS   CONTAGIOUS      HIGH-FIVES      ALL ROUND HE IS CONTAGIOUS
THANK YOU
CONTENT MARKETING IN 2012 AND WHY BRANDS NEED TO STOP INTERRUPTING AND BECOME THE STORY
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CONTENT MARKETING IN 2012 AND WHY BRANDS NEED TO STOP INTERRUPTING AND BECOME THE STORY

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Presentation given at seminar - November 2012

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  • Engage with your audience in a deeper and more emotive way
  • CONTENT MARKETING IS THE ART OF COMMUNICATING WITH YOUR CUSTOMERS WITHOUT SELLINGIT'S PROVIDING SOMETHING RELEVANT, SOMETHING THEY ACTUALLY WANT.
  • Louis Vuitton City Guides – 1 million views
  • Mid Morning Matters with Alan Partridge – 3 million views
  • Tipp Ex 2012 – Hunter & Bear's birthday party - 10 million views
  • 7 million views in 2 weeks
  • Marketers have long assumed that content shared by friends or other influencers carries more weight than paid placements, now we have some proof.
  • PEOPLE EXPOSED VIA SHARING HAD A SIGNIFICANTLY BIGGER LIFT IN POSITIVE ATTITUDES.
  • SO, we know that shared content is best, but what makes shareable content?
  • SHORT IS USUALLY BEST BUT NOT ALWAYS
  • Ken Block Gymkhana 5 in San Francisco - 30 million views
  • TNT launch in Belgium - 38 million views Incredible Live Brand Experience + Content Marketing = Vast Reach
  • WITH CONTENT MARKETING IT DOESNT MATTER WHETHER YOU PRODUCE SOMETHING FUNNY OR UPLIFTING OR EDUCATIONAL, IT HAS TO RESONATE WITH YOUR AUDIENCE, IT MUST BE RELEVANT TO THEM.
  • FLUTAG EVENTS
  • It can be funny or interactive or entertaining, short or long, as long as it resonates with your audience and as long as it's relevant
  • And shared content is more effective than anything that can be achieved via paid placements
  • We've seen many examples of incredible live brand experiences
  • What is truly amazing is to combine awesome content with the vast reach online
  • CONTENT MARKETING IN 2012 AND WHY BRANDS NEED TO STOP INTERRUPTING AND BECOME THE STORY

    1. 1. THIS IS CONTAGIOUSTHIS IS CONTAGIOUSCONTENT MARKETING IN 2012 AND WHY BRANDS NEED TO STOP INTERRUPTING AND BECOME THE STORY HE IS CONTAGIOUS
    2. 2. ONE-WAY MARKETING ISDEAD
    3. 3. SO WHAT COMES SO WHAT COMESNEXT? NEXT? VIRAL MARKETING IS DEAD
    4. 4. SO WHAT COMES NEXT? VIRAL MARKETING IS DEADWHERE DO WE GO FROM HERE?
    5. 5. ENGAGEMENTVIRAL MARKETING IS DEAD
    6. 6. WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?
    7. 7. CONTENT MARKETING IS A MARKETINGTECHNIQUE OF CREATING AND DISTRIBUTINGRELEVANT AND VALUABLE CONTENT TOATTRACT, ACQUIRE, AND ENGAGE ACLEARLY DEFINED AND UNDERSTOODTARGET AUDIENCE – WITH THE OBJECTIVE OFDRIVING PROFITABLE CUSTOMER ACTION.
    8. 8. ITS THE ART OF COMMUNICATING WITH YOUR CUSTOMERSWITHOUT SELLING
    9. 9. THE MANY FORMS OF BRANDED CONTENT
    10. 10. INFORMATIVE EXPERIENCE
    11. 11. ENTERTAINING EXPERIENCE
    12. 12. INTERACTIVE EXPERIENCE
    13. 13. LIVE BRANDEXPERIENCE
    14. 14. WHY SHARED CONTENT IS BEST
    15. 15. CONTAGIOUSTHIS IS CONTAGIOUSTHIS ISCONTENTMARKETING ISABOUT SHARING HE IS CONTAGIOUS
    16. 16. BRAND LIFT 138%HIGHER FOR THOSEEXPOSED VIASHARINGGeneral Electric study, 2012
    17. 17. WHO SHARES CONTENT?
    18. 18. 27 MILLIONPIECES OF CONTENT ARE SHARED ONLINE EVERY DAY
    19. 19. 23 PERCENTOF ALL SOCIAL MEDIA MESSAGES INCLUDE LINKS TO CONTENT
    20. 20. nielsen study, 2011
    21. 21. HOW DO WE SHARE?nielsen study, 2011
    22. 22. GET YOUR CONTENT READY TO GO ANYWHEREnielsen study, 2011
    23. 23. A GUIDE TO MAKING YOUR CONTENT SHAREABLE
    24. 24. WHAT MAKESSO WHAT CONTENT SHAREABLE? ARE THE RULES OF SO WHAT ARE THE RULES OFCONTAGIOUS CONTAGIOUSCONTENT? CONTENT?
    25. 25. LENGTHSO WHAT ARE THE RULESFACTORS IS ONE OF SEVERAL OF SO WHAT ARE THE RULES OFCONTAGIOUS CONTAGIOUSCONTENT? CONTENT?
    26. 26. LONGSO WHAT ARE THE IF DONE RIGHT CAN WORK RULES OF SO WHAT ARE THE RULES OFCONTAGIOUS CONTAGIOUSCONTENT? CONTENT?
    27. 27. BUT GENERALLYSHORT IS BEST
    28. 28. IT DOESNT MATTER WHAT YOU MAKE AS LONG AS ITS SO WHAT ARE THE RULES OF RELEVANT CONTAGIOUS CONTENT?
    29. 29. You need to create something thatactually has merit, that you wouldsay, "Wow, I want to share that." Andif Cadillac made it for you, youresharing something essentially thatCadillac made and you can get yourbrand message across in a verynatural, non-advertising way.Anthony Batt, Katalyst Media
    30. 30. EXHIBIT A:HOW IT SHOULD BE DONE
    31. 31. WHERE THEMAGIC HAPPENS
    32. 32. 900 DOMAINSIN 36 LANGUAGES
    33. 33. OFFERINGS IN WEBTV, WEB RADIO,ONLINE GAMES
    34. 34. EXPERTS ATAMPLIFYINGLIVE EVENTS ONLINE
    35. 35. 29 MILLION VIEWS
    36. 36. THIS IS CONTAGIOUSTHIS IS CONTAGIOUS10 MILLION VIEWS HE IS CONTAGIOUS
    37. 37. When it comes to producing contentmost brands think about what theywant to see themselves and how toget their company message acrossat all costs. Red Bull does theopposite. It thinks about makingcontent that its audience will want tosee & figures out how to remove asmuch branding as possible.Dietrich Mateschitz, Red Bull Marketing.
    38. 38. CONCLUSION
    39. 39. CONTENT COMESIN MANY FORMS
    40. 40. WE PREFER TOSHARE RELEVANTCONTENT
    41. 41. LIVE BRANDLIVE BRANDEXPERIENCES CANEXPERIENCES CANBRING AWESOMEBRING AWESOMECONTENTCONTENT
    42. 42. AWESOME CONTENTONLINE CAN BRINGVAST REACH
    43. 43. THIS IS CONTAGIOUSTHIS IS CONTAGIOUS HIGH-FIVES ALL ROUND HE IS CONTAGIOUS
    44. 44. THANK YOU

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