Demystifying Content Marketing

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My talk from our D2 conference on Content Marketing.

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Demystifying Content Marketing

  1. 1. DEMYSTIFYINGCONTENT MARKETING@CandaceKuss,ECD, Interactive Lab#HKD2 Conference 15 November 2012
  2. 2. “CONTENT IS KING” - Bill Gates, 1996Image: fr.wikipedia.org
  3. 3. THE MODEL IS NO LONGER PAGES, BUT SHARABLE OBJECTS Phone: Scrappy Sticky Inky Mess
  4. 4. C.O.P.E. — CREATE ONCE, PUBLISH EVERYWHERE
  5. 5. BUT, CUSTOMIZE FOR YOUR AUDIENCE + THEIR PLATFORM
  6. 6. BRAND CONTENT, A DEFINITION FOR TODAY Content created as part of an integrated + social Communication Strategy PaidProduct Ads Info
  7. 7. COMMON KNOWLEDGE. NEEDS PRESS OFFICE REACTIVE SMARTSGraphic: Facebook
  8. 8. CONVERSATION IS NOT ENOUGH THE WORLD AROUND US COMMUNICATION STRATEGY
  9. 9. VENN OF A DIGITAL COMMUNICATIONS STRATEGY Content Customization Community CommerceSIG 1996
  10. 10. BEING A CONTENTREPENEUR@CandaceKuss
  11. 11. OVERLAPPING TRENDS. DRIVEN BY USERS THE INTIMATE VISUAL STORY INTERNET SHARING USERS ARE CONTENTREPENEURS FRICTIONLESS CREATIVITY@CandaceKuss
  12. 12. LISTENING TO WHAT YOUR AUDIENCE LIKESCoca-Cola
  13. 13. START WITH AN AUDIT. DO AN ANALYSIS OF BRAND ASSETS +  H+K Pathfinder Online + Offline People Strategic + Creative Activation + Audit Analysis Recommendations Community Management@HK_London
  14. 14. TRANSFORM PHYSICAL ASSETSH+K for TUI
  15. 15. HAVE SOME FUN WITH AMBASSADORSH+K for Gillette
  16. 16. REIMAGINE BRAND ICONSH+K for Duracell
  17. 17. USE PROPRIETARY DATA AS ENGAGING CONTENTSoiurce: LinkedIn
  18. 18. CREATE A PLATFORM THAT CAN LAST FOR GENERATIONS The famous Macys Thanksgiving Day Parade started in 1924Photo via planetearthandhumanity.blogspot / filtered
  19. 19. CONTENT WITH BENEFITS@CandaceKuss
  20. 20. THINGLINK@CandaceKuss via @ThingLink
  21. 21. YOUTUBE ANNOTATIONS + LINKSYouTube
  22. 22. ADS AS CONTENTImage: Gucci
  23. 23. BEST IN CLASSMaru. YouTube channel
  24. 24. WHAT GOES VIRAL? WOW NEWS, CELEBRITY, HUMOUR One-Third of the Views for Chanel No. 5 Actually Came From Spoofs - AdAgevia AdAge. Published: October 25, 2012
  25. 25. AGREE? QUESTION FOR THE BREAKOUTS More than 8 million people watched the YouTube Live stream of the eventFast Company, Oct 2012
  26. 26. NOT JUST A NEWSROOM. A DEEP ‘CONTENT POOL’redbullcontentpool.com
  27. 27. BRANDS AS PUBLISHERS. BEST IN CLASS KEEPS EVOLVINGCoca-Cola Journey launched Nov 2012
  28. 28. +  @HK_LONDON #HKD2AGENDA
  29. 29. +  @HK_LONDON #HKD2AGENDA (2)
  30. 30. THANK YOU. QUESTIONS?@PaulClarke for H+K D2
  31. 31. CONTACTCandace KussECD, Interactive Labcandace.kuss@hkstrategies.comT +44 20 7413 3000 @HK_London / @CandaceKussB Our blogL LinkedIn www.hkstrategies.co.uk

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