What's the Real Role of Content - Future of Digital Marketing #fodm 2013

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Content Marketing is a massive buzzword... but why have we come to a 'strategic inflection point' in marketing? Is 'brands as publishers' a useful dictum? And how should publishers influence content marketers?

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What's the Real Role of Content - Future of Digital Marketing #fodm 2013

  1. 1. WHAT’S THE REAL ROLE OFCONTENT?
  2. 2. I’m James CarsonI run a Content Strategy consultancy.I was formerly Head of Digital Marketing at BauerMedia. I worked on FHM, Grazia, heat, Empireamongst other magazine titles.@mrjamescarsonhttp://uk.linkedin.com/in/jacarson85www.carsoncontent.comABOUT ME…
  3. 3. buzzwordcontentmarketingcontentmarketingcontentmarketingcontent marketingcontentmarketing contentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontentmarketingcontent marketingcontentmarketing
  4. 4. WHAT HAS OCCURRED?
  5. 5. HTML5WEBSMARTPHONEUSAGE OVER50%SOCIAL’S2ND WAVESEO FLUX
  6. 6. SOCIAL’S 2NDWAVE SEO FLUXSMARTPHONEUSAGE OVER50%HTML5 WEBTHE WEB IS MORE…INTERACTIVE MOBILE SHARABLE QUALITYAND SO IS CONTENT!
  7. 7. Media MarketingContent marketingARE WE THERE YET?
  8. 8. BRANDS AS PUBLISHERS
  9. 9. SPONSORED CONTENT PRETTY F*$%ING AWESOMEMedia consumers across the United Statesare reporting this week that sponsoredcontent… is easily the coolest f*$%ingpublished material anyone could everread or watch.http://www.theonion.com/articles/sponsored-content-pretty-fucking-awesome,32479/
  10. 10. PAYWALLS
  11. 11. With numerous other news websitesremaining free, why bother?
  12. 12. TIME TO BE MORE SPECIFICNEWSlifestyleBROAD TOPICBROAD FORMAT
  13. 13. WHERE THE MONEY’$ AT
  14. 14. In five years, will every magazine be a retailer? Willconsumers look at a magazine that’s not shopableand think it’s broken?I think so. I think the magazines with pages ladenwith product absolutely need to be shopable. Onehundred percent. Otherwise you’re just not deliveringservice. It would be like going to [grocery app] Ocadoand having a look and then having to go to thesupermarket. They have to be shopable. But I thinkthere’s still a place for inspiration. There’s still an areaof entertainment. People still love books andphotography and art exhibitions. It’s lovely thatthere’s still an appetite for great content and greatstories and we’ll play to that while having shopableelements.
  15. 15. WE’RE NOT APPY, WE’RE NOT APPY AT ALLhttp://digital.cabinetoffice.gov.uk/2013/03/12/were-not-appy-not-appy-at-all/
  16. 16. APP OR WEBSITE?
  17. 17. all or nothingsubscriptions thatdon’t make sense!
  18. 18. DESTINATION SITEE-COMMERCESUBSCRIPTION AREASAPPSMARKETING SERVICESCREATIVE SOLUTIONS3RD PARTY AD NETWORKdirectmonetisationsyndicationSEOdirectionalmediatransactionalservice-based
  19. 19. everyone’s a publisher
  20. 20. zero cost media
  21. 21. SLEEPWALKING CONTENT• Blogs• White papers• Webinars• ‘News’Remarkablemy ass
  22. 22. BLOGGING/NEWS IS USUALLYILL DEFINEDLOW IMPACTLOW QUALITYUNORIGINAL
  23. 23. http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
  24. 24. http://www.slideshare.net/HannahBoBanna/hannah-smith-brighton-seo-2013
  25. 25. BRANDS AS PUBLISHERS
  26. 26. http://www.nytimes.com/interactive/2012/08/05/sports/olympics/the-100-meter-dash-one-race-every-medalist-ever.html
  27. 27. http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creekhttp://aronpilhofer.com/post/50087556737/why-design-matters-if-snow-fall-were-published-in-a
  28. 28. http://www.grantland.com/story/_/id/9175394/out-great-aloneLONGFORM
  29. 29. WHAT’S THE ROI ON THAT?
  30. 30. VANITY METRICS YAWN FEST
  31. 31. WE RARELY BEHAVE LIKE THISSearch££ConversionI wantsomething…
  32. 32. Lets stop dreaming about contentas an immediate conversion channel£ ££ ££
  33. 33. AWARENESSCONSIDERATIONCONVERSIONLOYALTYADVOCACYBLOG 5x A WEEKMANAGE SOCIAL MEDIA5X LARGE GUIDESIMPROVED PRODUCT PAGE UXSALES EMAILREWARDS FOR ENGAGEMENTCOMMUNITYMANAGEMENT50% INCREASE IN BASICSUBSCRIPTION CONVERSION100% INCREASE IN ORGANICWEBSITE TRAFFIC IN 3MONTHSCREATION OF MEASURED ADVOCACYPROGRAM (30 BRAND AMBASSADORS)25% INCREASE IN ADVANCEDSUBSCRIPTION CONVERSION25% INCREASE IN BRANDED SEARCH IN 3MONTHS
  34. 34. BRANDED SEARCHLEARN TO
  35. 35. ContentOutreachSite StructureAnalyticshttp://www.carsoncontent.com/blog/inbound-model/http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
  36. 36. WHERE ARE WE GOING?
  37. 37. ThePersonalisedFutureAugmentedRealityMobileQuantifiedSelfTheInternet ofThings“The 1:1 future holds immenseimplications for individualprivacy, social cohesiveness,and the alienation andfractionalization that couldcome from the breakdownof mass media. It will changeforever how we seek ourinformation, education, andentertainment, and how wepursue our happiness.”
  38. 38. BIG DATA
  39. 39. everyone’s a publisher(of more stuff)
  40. 40. entropycontentmarketingbig databig datacontent marketingcontentmarketing big datacontentmarketingcontentmarketingbig databig datacontentmarketingcontentmarketingbig databig databig databig databig datacontentmarketingcontentmarketingcontent marketingbig data
  41. 41. WHICH WAY ARE YOU GOING?

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