Content marketing: Everyone is a publisher

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Dirk Vandekerckhove, Director of Content Republic, explains in this presentation that in this digital age, every company must become a professional publisher. Consumers are constantly looking for relevant information and get drawn in by good content. Find out what Google learned from female farmers.

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Content marketing: Everyone is a publisher

  1. 1. Media and Business HacksEVERYONE ISA PUBLISHERDIRK VANDEKERKCHOVEMULTIMANIA KORTRIJK, 22/05/2012
  2. 2. WHAT GOOGLE LEARNEDFROM FEMALE FARMERS?
  3. 3. BOERINNENBOND GOOGLE•  Cookbook •  Magazine•  Bestseller •  Collector’s item•  Since 1927 •  Topics: data, creativity, …
  4. 4. IT’S ABOUTCONTENT
  5. 5. CONTENTMARKETING
  6. 6. CONTENTMARKETINGENGAGE YOUR CUSTOMERS WITH CONTENT
  7. 7. PAID OWNED EARNEDPRINT, TELEVISION, BROCHURE, RETAIL STORES, COMPANY WORD OF MOUTH,RADIO, MAGAZINES, WEBSITE, MICROSITE, FACEBOOK, TWITTER,CINEMA, OUTDOOR, DIGG, YOUTUBE,BANNERS, DIRECT MAIL,SEM/PAID SEARCH,   COMMUNITY, FACEBOOK FANPAGE, MOBILE FLICKR, BLOGS, FORUMSIN-STORE MEDIA APPS ETC. STRANGERS CUSTOMERS FANS
  8. 8. PAID CHALLENGES •  Too many channelsPRINT, TELEVISION,RADIO, MAGAZINES,CINEMA, OUTDOOR,BANNERS, DIRECT MAIL,SEM/PAID SEARCH, •  Advertising overloadIN-STORE MEDIA •  Critical consumer STRANGERS
  9. 9. OUR OWNED EARNEDANSWER1.  Think BROCHURE, RETAIL STORES, COMPANY WORD OF MOUTH, FACEBOOK, TWITTER, crossmedia WEBSITE, MICROSITE, DIGG, YOUTUBE,   COMMUNITY, FACEBOOK FANPAGE, MOBILE FLICKR, BLOGS, FORUMS APPS ETC.2.  Be relevant3.  Facilitate the conversation CUSTOMERS FANS
  10. 10. CASEURBAN-CRAFTS BY PALM    http://www.urbancrafts.tv/crafters/instrumentenbouw/212281/
  11. 11. CROSSCHANNELonline + offline
  12. 12. CROSSCHANNEL online + offlineRELEVANTVIDEO-CONTENT
  13. 13. CROSSCHANNEL online + offline RELEVANT VIDEO-CONTENTSHAREABLE
  14. 14. START PUBLISHING TODAY•  What’s your (future) story?•  Crosschannel publishing demands creativity, guts and expertise THANKS!Media and Business Hacks WWW.CONTENTREPUBLIC.BE

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