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#Futureof
Disruptive Content Marketing
Geoffrey Colon, Microsoft Search Advertising / @djgeoffe / #DDSUM15
Hello, I’m Geoffrey Colon…
@djgeoffe
#DDSUM15
Pre-Order on Amazon
I’d Like Your Participation Today…
@djgeoffe
#DDSUM15
I’d Like You to Share What You Learn…
@djgeoffe
#DDSUM15
Because The #Futureof of Marketing In the 21st
Century Is About People and Participation…
@djgeoffe
#DDSUM15
Because Marketing, Like Life, Imitates Art…
@djgeoffe
#DDSUM15
Participation Helps Us All Learn…
@djgeoffe
#DDSUM15
We All Participate When We Seek Knowledge…
@djgeoffe
#DDSUM15
Which Allow Us To Perform Actions…
@djgeoffe
#DDSUM15
Many “Experts” Say These Solutions Can Be
Found Via Content...
@djgeoffe
#DDSUM15
But We’re Overloaded with Information.
@djgeoffe
#DDSUM15
So Let’s Disrupt How We Think About Content
Marketing…
@djgeoffe
#DDSUM15
The #Futureof Marketing Isn’t Really About
“Content”...
@djgeoffe
#DDSUM15
Nor Is It About “Marketing”…
@djgeoffe
#DDSUM15
It’s About…
@djgeoffe
#DDSUM15
And CONTEXT…
@djgeoffe
#DDSUM15
People, Participation, Experiences…
@djgeoffe
#DDSUM15
Our Wants, Needs, Feelz, Frustrations…
@djgeoffe
#DDSUM15
Our Place In The World.
@djgeoffe
#DDSUM15
What Is Relevant.
@djgeoffe
#DDSUM15
So How Do We Connect In a World of Abundance?
@djgeoffe
#DDSUM15
To Define OUR Future?
@djgeoffe
#DDSUM15
Authenticity.
@djgeoffe
#DDSUM15
Authenticity…
Authenticity is the degree to
which one is true to one's
own personality, spirit, or
character, despite exte...
How Do We Show Authenticity?
@djgeoffe
#DDSUM15
Storytelling meets Participation meets…
Storytelling was an ancient
form of sharing. We had to
share in order to survive.
...
Storymaking via Actions Made By Groups of
People…
Real Life Examples:
#DDSUM15
#OccupyWallStreet
#Ferguson
#BlackLivesMatt...
When We Communicate We Must Think of
Groups Rather Than Individuals…
CMO
Chief Digital Officer
Marketing Director
Marketin...
Reaching These Groups Not Using “Spray
and Pray…”
@djgeoffe
#DDSUM15
Because There Is A Better People-Centric
Way…
@djgeoffe
#DDSUM15
Storytelling Has Convinced Us That Quantified
Amplification Works…
@djgeoffe
#DDSUM15
The Biologically Rooted Process Is Working…
@djgeoffe
#DDSUM15
But We Can Disrupt Such Thinking Because We
Can Connect With Our Desired Audience…
@djgeoffe
#DDSUM15
By Creating New Categories That Didn’t Exist…
@djgeoffe
#DDSUM15
With A Multitude of Holistic Behaviors…
@djgeoffe
#DDSUM15
In Order To Differentiate Ourselves…
@djgeoffe
#DDSUM15
From All of the Noise and Clutter.
@djgeoffe
#DDSUM15
What Do All of These Individuals Have in
Common?
@djgeoffe
#DDSUM15
The 10,000 Hour Rule:
@djgeoffe
#DDSUM15
The 10,000 Hour Rule Isn’t About Practice As
Much As Tinkering:
@djgeoffe
#DDSUM15
The Most Notable “Tinkerer” Creations:
@djgeoffe
#DDSUM15
The Most Notable “Tinkerer” Content:
@djgeoffe
#DDSUM15
American Express Open Forum
Beats by Dre on Instagram
Behind the S...
The 10,000 Hour Rule: Content Marketing Isn’t
About Hitting a Switch Toward Success. It is Hours
of Tinkering Toward a Zer...
What 5 Diverse Factors Can Help Us Create
People-Centric Content in the Future?
@djgeoffe
#DDSUM15
Summary: The #Futureof Content Marketing
Begins w/ Understanding…
@djgeoffe
#DDSUM15
Summary: The #Futureof Content Marketing
Understands Culture…
@djgeoffe
#DDSUM15
The #Futureof Content Marketing Redefines
Success Measurement…
@djgeoffe
#DDSUM15
The #Futureof Content Marketing Is Holistic By
Design Using All Tools…
1. Search
2. Social
3. Email
4. Events
5. Influence...
The #Futureof Content Marketing Lesson:
Learn, Unlearn and Relearn…
@djgeoffe
#DDSUM15
Thank You…
GeoffreyColon.net
E: gcolon@microsoft.com
linkedin.com/in/geoffreycolon
@djgeoffe
#DDSUM15
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The #Futureof Disruptive Content Marketing

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What does the future of content marketing look like? It is a mix of thinking about what people seek, relevance, context, human behavior, technology, communications and more. It is a holistic practice, where siloes lead to failure and tinkering leads to opening new possibilities. Follow more of the discussion on Twitter #disruptivefm

Published in: Marketing
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The #Futureof Disruptive Content Marketing

  1. 1. #Futureof Disruptive Content Marketing Geoffrey Colon, Microsoft Search Advertising / @djgeoffe / #DDSUM15
  2. 2. Hello, I’m Geoffrey Colon… @djgeoffe #DDSUM15 Pre-Order on Amazon
  3. 3. I’d Like Your Participation Today… @djgeoffe #DDSUM15
  4. 4. I’d Like You to Share What You Learn… @djgeoffe #DDSUM15
  5. 5. Because The #Futureof of Marketing In the 21st Century Is About People and Participation… @djgeoffe #DDSUM15
  6. 6. Because Marketing, Like Life, Imitates Art… @djgeoffe #DDSUM15
  7. 7. Participation Helps Us All Learn… @djgeoffe #DDSUM15
  8. 8. We All Participate When We Seek Knowledge… @djgeoffe #DDSUM15
  9. 9. Which Allow Us To Perform Actions… @djgeoffe #DDSUM15
  10. 10. Many “Experts” Say These Solutions Can Be Found Via Content... @djgeoffe #DDSUM15
  11. 11. But We’re Overloaded with Information. @djgeoffe #DDSUM15
  12. 12. So Let’s Disrupt How We Think About Content Marketing… @djgeoffe #DDSUM15
  13. 13. The #Futureof Marketing Isn’t Really About “Content”... @djgeoffe #DDSUM15
  14. 14. Nor Is It About “Marketing”… @djgeoffe #DDSUM15
  15. 15. It’s About… @djgeoffe #DDSUM15
  16. 16. And CONTEXT… @djgeoffe #DDSUM15
  17. 17. People, Participation, Experiences… @djgeoffe #DDSUM15
  18. 18. Our Wants, Needs, Feelz, Frustrations… @djgeoffe #DDSUM15
  19. 19. Our Place In The World. @djgeoffe #DDSUM15
  20. 20. What Is Relevant. @djgeoffe #DDSUM15
  21. 21. So How Do We Connect In a World of Abundance? @djgeoffe #DDSUM15
  22. 22. To Define OUR Future? @djgeoffe #DDSUM15
  23. 23. Authenticity. @djgeoffe #DDSUM15
  24. 24. 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 #DDSUM15
  25. 25. How Do We Show Authenticity? @djgeoffe #DDSUM15
  26. 26. Storytelling meets Participation meets… Storytelling was an ancient form of sharing. We had to share in order to survive. Our past is prologue. @djgeoffe #DDSUM15
  27. 27. Storymaking via Actions Made By Groups of People… Real Life Examples: #DDSUM15 #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 #DDSUM15
  28. 28. When We Communicate 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 #DDSUM15
  29. 29. Reaching These Groups Not Using “Spray and Pray…” @djgeoffe #DDSUM15
  30. 30. Because There Is A Better People-Centric Way… @djgeoffe #DDSUM15
  31. 31. Storytelling Has Convinced Us That Quantified Amplification Works… @djgeoffe #DDSUM15
  32. 32. The Biologically Rooted Process Is Working… @djgeoffe #DDSUM15
  33. 33. But We Can Disrupt Such Thinking Because We Can Connect With Our Desired Audience… @djgeoffe #DDSUM15
  34. 34. By Creating New Categories That Didn’t Exist… @djgeoffe #DDSUM15
  35. 35. With A Multitude of Holistic Behaviors… @djgeoffe #DDSUM15
  36. 36. In Order To Differentiate Ourselves… @djgeoffe #DDSUM15
  37. 37. From All of the Noise and Clutter. @djgeoffe #DDSUM15
  38. 38. What Do All of These Individuals Have in Common? @djgeoffe #DDSUM15
  39. 39. The 10,000 Hour Rule: @djgeoffe #DDSUM15
  40. 40. The 10,000 Hour Rule Isn’t About Practice As Much As Tinkering: @djgeoffe #DDSUM15
  41. 41. The Most Notable “Tinkerer” Creations: @djgeoffe #DDSUM15
  42. 42. The Most Notable “Tinkerer” Content: @djgeoffe #DDSUM15 American Express Open Forum Beats by Dre on Instagram Behind the Scenes: Surface Pro 3
  43. 43. The 10,000 Hour Rule: Content Marketing Isn’t About Hitting a Switch Toward Success. It is Hours of Tinkering Toward a Zero End Goal. Ongoing Customer/Context Relationship Management @djgeoffe #DDSUM15
  44. 44. What 5 Diverse Factors Can Help Us Create People-Centric Content in the Future? @djgeoffe #DDSUM15
  45. 45. Summary: The #Futureof Content Marketing Begins w/ Understanding… @djgeoffe #DDSUM15
  46. 46. Summary: The #Futureof Content Marketing Understands Culture… @djgeoffe #DDSUM15
  47. 47. The #Futureof Content Marketing Redefines Success Measurement… @djgeoffe #DDSUM15
  48. 48. The #Futureof Content Marketing Is Holistic By Design Using All Tools… 1. Search 2. Social 3. Email 4. Events 5. Influencers 6. Video 7. Thought Leadership 8. Customer Listening @djgeoffe #DDSUM15
  49. 49. The #Futureof Content Marketing Lesson: Learn, Unlearn and Relearn… @djgeoffe #DDSUM15
  50. 50. Thank You… GeoffreyColon.net E: gcolon@microsoft.com linkedin.com/in/geoffreycolon @djgeoffe #DDSUM15

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