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Disruptive Content Marketing #ISUM15


Published on

Is Content Marketing Truly the Center of the Marketing Experience?

Or is it about what it's always been about?


Geoffrey Colon from Bing Ads Explains...


Published in: Marketing
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Disruptive Content Marketing #ISUM15

  1. 1. Disruptive Content Marketing, Disciplined Results Geoffrey Colon, Microsoft Search Advertising / @djgeoffe / #ISUM15
  2. 2. Hello, I’m Geoffrey Colon… @djgeoffe
  3. 3. I’d Like Your Participation Today… @djgeoffe
  4. 4. I’d Like You to Share What You Learn… @djgeoffe
  5. 5. Because The World of Marketing In the 21st Century Is About Participating… @djgeoffe
  6. 6. Because Marketing, Like Life, Imitates Art… @djgeoffe
  7. 7. Participation Helps Us All Learn… @djgeoffe
  8. 8. We All Participate When We Seek Solutions… @djgeoffe
  9. 9. Which Allow Us To Perform Actions… @djgeoffe
  10. 10. Many “Experts” Say These Solutions Can Be Found Via Content... @djgeoffe
  11. 11. But We’re Overloaded with Information. @djgeoffe
  12. 12. Let’s Disrupt How We Think About Content Marketing… @djgeoffe
  13. 13. The World of Marketing Isn’t Really About “Content”... @djgeoffe
  14. 14. It’s Not Even About Technology… @djgeoffe
  15. 15. It’s About… @djgeoffe
  16. 16. People, Participation, Experiences… @djgeoffe
  17. 17. Our Wants, Needs, Feelz, Frustrations… @djgeoffe
  18. 18. Our Place In The World. @djgeoffe
  19. 19. What Is Relevant. @djgeoffe
  20. 20. So How Do We Connect In a World of Abundance? @djgeoffe
  21. 21. To Define the Future? @djgeoffe
  22. 22. Authenticity. @djgeoffe
  23. 23. Authenticity… Authenticity is the degree to which one is true to one's own personality, spirit, or character, despite external pressures. A lack of authenticity is considered in existentialism to be bad faith. @djgeoffe
  24. 24. How Do We Show Authenticity? @djgeoffe
  25. 25. We Share Via Biologically-Rooted Logic & Emotions… Biologically we are wired to share. Not just food, water and resources, but information too. The section of the brain called the bilateral TPJ is dedicated to what other people think and feel. The TPJ allows the association of emotions to events or individuals, aiding in the decision making process. @djgeoffe
  26. 26. We Share Via Storytelling… Storytelling was an ancient form of sharing. We had to share in order to survive. Our past is prologue. @djgeoffe
  27. 27. And Enhance with Storymaking via Actions Made By Groups of People… Real Life Examples: #OccupyWallStreet #Ferguson #BlackLivesMatter #NoSyrianRefugees #Anonymous #GrowthHacking #LeanStartup #disruptivefm #PPCChat “We use other people's brains to navigate the world: to acquire skills and practices, and to access knowledge systems of long-dead strangers. We call this 'culture'.” ― Mark Earls @djgeoffe
  28. 28. Top Down Communication is Strong Tied but S L O W… Top Down Usually Uses Closed networks at specific audience e.g., Direct Messages, Facebook Messenger, WhatsApp, SMS Text, Email (Internal) Network Communication Usually Uses Open networks. Information spreads quicker, e.g. Facebook, Twitter, Instagram, Tumblr, Snapchat and then can be discovered via search: Bing or Google@djgeoffe
  29. 29. When We Participate We Must Think of Groups Rather Than Individuals… CMO Chief Digital Officer Marketing Director Marketing Manager Search Marketing Manager Social Media Manager Marketing Department Digital Marketing Team Search Engine Marketing Team Paid Advertising Team Social Media Marketing Team@djgeoffe
  30. 30. Why Do We Still Use “Spray and Pray?” @djgeoffe
  31. 31. When There Is A Better People-Centric Way? @djgeoffe
  32. 32. Because the Storytelling Shared Tells Us That Quantified Amplification Works… @djgeoffe
  33. 33. The Biologically Rooted Process Is Working… @djgeoffe
  34. 34. But We Can Disrupt Such Thinking Because We Can Connect With Our Desired Audience… @djgeoffe
  35. 35. By Creating New Categories That Didn’t Exist… @djgeoffe
  36. 36. In Order To Differentiate Ourselves… @djgeoffe
  37. 37. From All of the Noise and Clutter. @djgeoffe
  38. 38. We Should Strive To Be Like a Mix of Leonardo DaVinci and Oprah Winfrey and Grace Hopper and Russell Simmons…Generalist Hybrids @djgeoffe
  39. 39. Instead of Being a Specialist…Be A Ronda Rousey @djgeoffe
  40. 40. Diversify Your Experiences and Your Skills… @djgeoffe
  41. 41. Have Your Audience Talking Even When Things Go Awry… @djgeoffe
  42. 42. What 5 Diverse Factors Can Help Us? @djgeoffe
  43. 43. Again, It All Begins By Understanding… @djgeoffe
  44. 44. Live the Culture, Understand the Audience, Concentrate on Feelings… @djgeoffe
  45. 45. Utilize Your Matrix of Tools… 1. People 2. Distribution to a Targeted Audience Based on Context 3. Diversified Content Creation 4. Content Measurement 5. Audience Evolution as a Result of Behavioral Change Due to Technology @djgeoffe
  46. 46. Put Them Into Action As a Marketing Generalist… 1. Search 2. Social 3. Email 4. Post-Digital 5. Influencers 6. Video 7. Thought Leadership 8. Customer Listening @djgeoffe
  47. 47. And Remember… @djgeoffe
  48. 48. Thank You… @djgeoffe E: