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Cleveland - Chris Van Gils

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Cleveland - Chris Van Gils

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Cleveland - Chris Van Gils

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  2. 2. Insights from Content Marketing World 2017 fly-on-the wall report from loyal attendee & first time speaker Chris Van Gils Content Architect – ContentMoon @chrisvangils1
  3. 3. TH DISCLAIMER 1. Dit is een inspiratie-talk 2. “This is America” met mega-brands, 5 years ahead 3. Brands met soms grote content marketing divisies. WAAROM RELEVANT? We zijn vanuit de beperking heel sterk om met weinig middelen grote dingen te doen Het niet gaat om méér content, méér budget maar om de juiste keuzes maken Insight en evolulies van US markt kunnen daarbij helpen MANAGING EXPECTATIONS: As content marketing experts , you will recognise & know a lot of what I will show you! This is the state of a known business for you!
  4. 4. TH THIS IS A PERSONAL VIEW Persoonlijke selectie op basis van Analyse alle sessies (+200!) Reviews vakpers Gesprekken ter plaatse Evolutie Relevantie Belgische markt/CUSTO
  5. 5. TH THIS PRESENTATION Originele conference-slides (engels) Mijn comments & context Verdere verdieping cases Inspiring quotes from thoughtleaders
  6. 6. Content Marketing Capital of the world: Cleveland nothing to see!!! Organisation : Content Marketing Institute Host: Joe Pulizzi ‘the godfather of content marketing’but vey nice! Colour: orange!The event is one big show! WORLD OF STORIES.. FACTS & FIGURES Major brands @ CMWorld2017:
  7. 7. TH MAIN INSIGHTS 1. STOP BEING AVERAGE 2. QUALITY NOT QUANTITY 3. THE BEST STORIES ARE RIGHT UNDER YOUR NOSE 4. ACQUISITION OF CONTENT BRANDS 5. CONTENT MARKETING AS A BUSINESS MODEL 6. CONTENT MARKETING CONVENTIONS
  8. 8. TH CASEY NEISTATT : KEY NOTE
  9. 9. TH CASEY NEISTATT : KEY NOTE Launch Nike fuel band: make it count More than million views in one day: viral hit! The success of the campaign is not only the You Tube video… It is the Consistent Social Media Campaign that launched with the product. Here are some examples: 1. Twitter: Nike is front and center on Twitter when searching the hashtag #makeitcount. 2. Google: Search engine optimization… makeitcount and the FuelBand top results.
  10. 10. MAIN INSIGHT STOP BEING AVERAGE BE THE EXCEPTION JAY ACCUNZO
  11. 11. TH JAY ACCUNZO : KEY NOTE
  12. 12. TH PRESENTATION: Be the exception SPEAKER: JAY ACUNZO MAIN TAKE-AWAY: “DARE TO BE THE EXCEPTION” § On a scale of 10, who wants to be a five? § Nobody wants to be average! § Dark side of information age: average content § It has never been easier to be average: to much of our work is just ‘copy’ § What does it take to be exceptional?
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  14. 14. MAIN INSIGHT FOCUS ON QUALTY NOT QUANTITY AN HADLEY
  15. 15. TH PRESENTATION: SPEAKER: AN HADLEY MAIN TAKE-AWAY: “FOCUS ON QUALTY ,NOT QUANTITY” § One of content marketing sharpest minds & most entertaining speaker § One of the foremost advocates that marketers should create less content, but with higher quality. Something that is easy to say, but hard to do. § 85% of the most successful marketers focus on quality, not quantity. § For businesses that have the objective of creating X number of blog posts, Y number of videos, and Z number of social media posts every week (many companies have those kinds of quantitative goals), these figures ought to turn their strategy upside down.
  16. 16. MAIN INSIGHT THE BEST STORIES ARE RIGHT UNDER YOUR NOSE LINDA BOFT GENERAL ELECTRICS (GE)
  17. 17. TH PRESENTATION: Imagination at work – Lessons in storytelling from G.E. SPEAKER: Linda Boft MAIN TAKE-AWAY: Hardest part in storytelling, is finding the most simple idea LESSONS 1. Know who you are, what’s your DNA? 2. Know your secret sauce –check movie! GE ‘my mom works at GE 3. There is a right way to make a statement –check movie ‘what if we treated scientists as stars’balance the equation’ 4. Stories are right under your nose. Find them, capture the story, change the lense
  18. 18. TH PRESENTATION: Imagination at work – Lessons in storytelling from G.E. Know Your Secret Sauce: Once you know who you are, how are you going to bring that story to life? For GE, a company which is 125 years old, there’s a constant fight to reintroduce yourself to the world and stay relevant. At first glance, GE might seem like a boring industrial company. But in fact, if you look at what they do from a child’s perspective, it is truly magical.
  19. 19. TH PRESENTATION: Imagination at work – Lessons in storytelling from G.E. There’s a Right Way to Make a Statement: How do you convey an idea? According to Linda, GE is committed to diversity and equality, as are many companies. But how do you make that statement? With a press release? Maybe. But why not use the opportunity to tell a great story?
  20. 20. TH PRESENTATION: Imagination at work – Lessons in storytelling from G.E. There’s a Right Way to Make a Statement: How do you convey an idea? According to Linda, GE is committed to diversity and equality, as are many companies. But how do you make that statement? With a press release? Maybe. But why not use the opportunity to tell a great story?
  21. 21. MAIN INSIGHT THE ACQUISITION OF CONTENT BRANDS IS NOW A MAJOR TREND JOE PULIZZI
  22. 22. TH MAIN TAKE-AWAY: The acquisition of content brands is now a major trend. LESSONS § Arrow Electronincs, the Amazon of electronics components, purchased 51 (yes, that’s right) media properties from UBM and Hearst, and has created the largest media company in the B2B electronics industry. It now reaches 76% of electronic engineers and has a separate division running the for-profit unit. § Whirlpool buys recipe-site Yummly. the acquisition will likely become a very powerful data play – and a revenue generator, as well. (IoT!) The build-it or buy-it question is still in play, and from the current flow of money, it looks like both avenues are strong and growing in the content creation and distribution space.
  23. 23. MAIN INSIGHT CONTENT MARKETING IS AND WILL ALWAYS BE A BUSINESS MODEL ROBERT ROSE JOE PULIZZI
  24. 24. TH KILLING MARKETING BY JOE PULIZZI
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  40. 40. TH • Consider this campaign from HBF, Western Australia’s oldest and largest private health insurer. • Last year, it developed its first content brand, Direct Advice 4 Dads (DAD). • Taking a page out of the Content Inc. playbook, the company steered clear of the crowded maternity market, and identified a gap in pregnancy and parenting content targeted to new and expecting dads (who, by the way, are just as involved as moms in making decisions about their family’s health insurance needs). • HBF’s decision to tilt its content focus to serve this untapped audience turned out to be a key factor in DAD’s success – and a source of inspiration in the lives of the dads who now engage with it regularly. • Using a blogging and social media strategy, the brand generated 171,000 unique visitors and 21,000 followers on Facebook in its first five months and continues to grow, gain media attention, and bring new dads into the conversation. • Not surprisingly, the DAD platform is becoming a powerful referral path for HBF.
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  42. 42. TH THE STORY • more millennials are striving to reach financial independence at a young age. Having that same mission two and a half years ago, Sabatier a digital strategist decided to share his own financial journey online. • With no financial investment, no staff, and writing just a few hours a week a brand was born. What he did have was a sound business strategy, passion for the subject, and an authentic lens for his content. THE AUDIENCE • Interestingly, about 70% of the audience are millenials with an average age of 27 • A lot of people start thinking about money and how to optimize it after they get that first good job. • surprised by the number of young millenials in college who read it. • 50% of the site traffic comes from Google organic searches, 25% from social media, and the other 25% from referrals and media.
  43. 43. TH KEYWORD DRIVEN • Every keyword on Millennial Money is used intentionally to maximizing the ranking potential of the website. MONTHY TRAFFIC • It took a year to go from zero to 5,000 visitors a month. • And then it took six months to go from 5,000 to 100,000 visitors a month (300,000 page views a month). • This immediately increased relevancy and authority in Google so everything skyrocketed in traffic and reach
  44. 44. TH SIZE OF THE TEAM • There are three of us. I’m the primary writer and manage the website. Then my best friend since I was 5 is the director of advertising and partnerships, and I have a co-creator for my course and co-host of my podcast. CONTENT STRATEGY • Business strategy built around Blue Ocean Strategy .The central idea is to create a true business opportunity you need to create a new market and compete in uncontested waters. • Millennial money has hard to replicate content, a unique story, great brand, media attraction, and an increasingly diverse platform. • It is visibility and credibility. It’s all about audience share. Once you are endorsed by a few top publications, it’s a validator, and other people want to write about and partner with you.
  45. 45. MAIN INSIGHT ”MAKE CONTENT THAT DOES NOT SHOUT MARKETING” DOUG KESSLER
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  55. 55. CHRIS VAN GILS CONTENT ARCHITECT ContentMoon

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