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Thought Leadership Disrupted: New Rules for the Content Age

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Four rules that help brands and publishers think about their audience and how to reach them. Based on research from The Economist: http://www.missingthemark.ads.economist.com/ & http://tldisrupted.com/

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Thought Leadership Disrupted: New Rules for the Content Age

  1. 1. THOUGHT LEADERSHIP DISRUPTED: NEW RULES FOR THE CONTENT AGE Heather Taylor @HeatherATaylor
  2. 2. What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships. Jim Stengel Former Global Marke3ng Officer Procter & Gamble
  3. 3. In associa3on with In associa3on with
  4. 4. WE ALL WANT TO CREATE RELATIONSHIPS WITH OUR CUSTOMERS
  5. 5. 5 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" GOOD THINGS HAPPEN WHEN WE DO IT RIGHT CONSUME MORE SHARE MORE z PURCHASE MORE ADVOCATE MORE z
  6. 6. BUT THE PROBLEM IS, WE’RE DOING IT WRONG
  7. 7. 7 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" AUDIENCES ARE REACHING CONTENT OVERLOAD 3 in 5 global executives admit sometimes feeling confused or overwhelmed by the volume of content they encounter
  8. 8. 8 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" YET MARKETERS KEEP CHURNING OUT CONTENT 80% of marketers plan to increase the amount of thought leadership content they produce Half of marketers believe <20% of current output gets engagement
  9. 9. ‘The challenge for B2B content is that it competes in a huge array of media fighting for time against other always-on entertainment.’ John Rudaizky, Brand & Marketing Leader, Partner, EY WE STILL NEED TO FIND A CONNECTION
  10. 10. SO HOW DO WE CLOSE THE CONTENT GAP?
  11. 11. LESS IS MORE RULE #1 RETURN TO THE FUNDAMENTALS
  12. 12. 12 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" SURPRISE! TEXT STILL MATTERS
  13. 13. Developed Market, Exploratory Content Developed Market, Decision Based Content Emerging Market, Exploratory Content Emerging Market, Decision Based Content SHORT-FORM HIGHLY VISUAL & INTERACTIVE IN-DEPTH, TEXT-BASED CONTENT MOBILE LAPTOP DEVICE CONTENT FORMAT LOCATION & PURPOSE 1.19 billion people in APAC go online via mobile 90% of conversions on the Economist were generated via desktop pages The majority of emerging markets access content via feature phone 80% of BDMs are casually consuming mobile video clips 85% of execs report preferring text in the form of articles over video and audio when making business decisions
  14. 14. 14 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" UTILITY IS KEY
  15. 15. 15 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
  16. 16. GIVE THEM WHAT THEY WANT (AND NEED) NOT JUST WHAT YOU’RE WILLING TO GIVE RULE #2
  17. 17. 17 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" EXECUTIVES ARE HUNGRY FOR CONTENT
  18. 18. 18 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" FOCUS ON THE AUDIENCE’S INTERESTS
  19. 19. 19 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" BE CREDIBLE
  20. 20. 20 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" AND LAY OFF THE SALES PITCH
  21. 21. RULE #3 INNOVATE WITH DISTRIBUTION, FORMAT AND CADENCE
  22. 22. 26 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
  23. 23. MAKE SURE TO GET OUT OF YOUR OWN WAY RULE #4
  24. 24. 28 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" MARKETERS ARE STILL BATTLING INTERNAL DISCONNECTS
  25. 25. 29 ©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016" AND LOOKING FOR ANSWERS IN ALL THE WRONG PLACES
  26. 26. WE MUST REMEMBER: IT’S THEIR JOURNEY THAT MATTERS…
  27. 27. …NOT TRYING TO STUFF THEM IN OUR SALES FUNNEL
  28. 28. SO WHAT ARE YOU GOING TO DO?
  29. 29. HEATHER TAYLOR Director, Crea3ve Strategy - North America @heatherAtaylor

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