The document discusses the evolution of information exchange from passive consumption of limited choices from centralized sources to interactive consumption of unlimited choices from peer-to-peer sources. It advocates adapting a mindset of providing valuable content to earn attention rather than trying to convince people to buy. Valuable content includes "hero", "hub", and "help" content that focuses on audience needs rather than quick wins, trends or commoditized content.

1. The Digital Marketing
Mindset.
Win By Providing Value.

2. Evolution of
Information /content
Exchange

3. From:
Channels of authority
1. Educational system
2. Massive Media Outlets
3. Religious - Political Parties
4. Close friends - Family
Passive Consumption
Note:
Limited choices from
industrialised sources
aiming for conformity.
Select & commit...

4. To:
Access to:
● Everything
● From Anyone
● Anywhere
Inter-Active consumption.
Note:
What
Who
Where
Unlimited choices from
p2p sources aiming for
singularity.

5. Moving to:
Experience:
● Anything
● Anywhere
Inter-Active Experience
See more:
VOICE
VR
AR

6. People today can get the
information (content) they
want, when they want it,
from an unlimited pool of
interactive formats.

7. YOU ARE
NOT
INTERESTING
YOU ARE
NOT PAYING
ATTENTION
STUDENT / CLIENT / VIEWER/ VOTER TEACHER / BRAND / MEDIA / POLITICIAN
RESULT OF TRADITIONAL COMMUNICATION

8. Adapt your Mindset
Become Interesting
Earn Attention
Influence

9. Generally:
People are interested in
content/info/utilities,
that's relevant to their
needs.

10. Content Creation
Mind-shift:
FROM:
HOW TO CONVINCE
THEM TO BUY
TO:
HOW CAN MY
CONTENT BE
VALUABLE TO THEM.

11. Content Creation
Mind-shift:
FROM:
SALESMAN
TO:
CREATIVE CONTENT
& DIGITAL UTILITY
PROVIDERS

12. 3 Basic Types of Valuable Content:
1. Hero Content (Big Productions- Brand
core values - storytelling - movie like)
2. Hub Content (community/ real people
focus - fun -inspirational)
3. Help Content (utility/ helpful content)

13. Not get seduced from:
● Cheap tricks (contest)
● Quick wins (trends)
● Commoditized content (yet, another blog post...)
● Trying to sell on all pieces of content
BUILD YOUR BRAND BY FOCUSING
ON YOUR AUDIENCE NEEDS/ WANTS
AND STRUGGLE TO DELIVER REAL
VALUE!

14. BUILD
RELATION GAIN
INFLUENCE
EARN
ATTENTION
ROADMAP
PROVIDE
VALUE
MESSAGE
REPETITION INFLUENCE
DECISION
BUY
ATTENTION
Industrial Humanized

15. Some Quick
Take-aways
● Mobile is not a trend, it's a
dominant reality. Adjust!

16. Some Quick
Take-aways
● You don't need huge
budgets, but you need
inspired bold ideas.

17. Some Quick
Take-aways
● Short or long video is not an
indicator of success.

18. Some Quick
Take-aways
● Youtube videos are 16:9 /
FB video are 1:1 (desktop)
or 2:3 (mobile)
● FB video NEED text
Overlay, 2% of people hear
sound.

19. Some Quick
Take-aways
● You don't have to invent the
wheel, the content/utilities
are out there, you have the
budget to make them better.

20. Some Quick
Take-aways
● Ignore Reach Metrics -
Focus on Actions.

21. Θένκγκιου
:)