The document discusses the significance of content in digital marketing, emphasizing its role in driving engagement and influencing purchasing decisions. It highlights key components such as content creation, social media, SEO, and digital PR, underscoring the need for brands to create shareable content. Additionally, it addresses the challenges faced by the cable industry in adapting to evolving content consumption habits and the importance of interactivity in enhancing viewer experience.

2. 4THE FOUR PILLARS OF MOVABLECONTENT

3. CONTENTSOCIAL MEDIADIGITAL PRSEO

4. ?WHY FOCUS ON CONTENT

5. 22%social networks42% viewing content36%email, commerce, search*Source: Nielson

6. Becausecontent drives links, sharing and word of mouth.

7. Across a snapshot of 10 major global markets, social networks and blogs reach over three-quarters of active internet users.

8. 200,000,000Number of blogs 54% of bloggers post content or tweet daily34% of bloggers post opinions about products & brands

9. 53% Social Network users follow a brand 32% Social Network users follow a celebrity *Source: Nielson

10. More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.)are shared on Facebook…daily.48% of Facebook users between 18-25 use Facebook as the main source of news.

11. Content is the new Marketing Spend

12. And … it is only projected to grow….

13. 4CRITICAL COMPONENTS OF CONTENT

14. 1. Content Creation & Curation2. SCO/SEO3. Social Content Marketing4. Engagement

15. Content is the hub. Social is the distribution channel.

16. Content Marketing is NOT aboutInterruption Advertising

17. ?WHY IS SEARCH IMPORTANT

18. 88% Buyers conduct online research before buying a product or service66% of media influencing purchase decisions comes from consumer generated content. i.e. product reviews & recommendations

19. If your content is not shareable or being shared, your brand is losing out on search.

20. ?WHYDIGITAL PR

21. Digital PR is about online brand relationships and link buildingEstablish relationships with key blogger communities in your verticals

22. Create links to like-minded influencers and avid fans

23. Target other content platforms for high-level brand campaigns

24. CRM – Customer Relationship ManagementReach beyond yourown website

25. measurementSocial analytics. Content Campaigns can deliver measureable results. Well designed campaigns can tell you who shared your info with whom and who are your biggest brand influencers.

26. LOOKING AT THE CABLE INDUSTRY

27. The Cable Industry Content Dilemma: How much do you put online?

28. Do you need an App?

29. DVR Dominance

30. Where do you point the eyeballs?The Other Content Dilemma:The CompensationFactorContent providers want to be compensated for producing programs and placing on emerging channels and platforms. Cable operators want to make programming available on multiple channels and platforms while appeasing consumers who balk at paying more than once for the same content AND keeping viable ad revenue streams.

31. Enter The Age of Social TVWhatever screen works.

32. “No matter what screen consumers use to watch TV content shouldn’t matter, as long as we can monetize it and measure it for ratings purposes.”Stephen Andrade, Sr. VP Digital Development and General ManagerNBC.com

33. “Extending the customer base to online is going to broaden your demographic push and just bringmore people into the fold.”David Dickman, Sr. VP Digital MediaWarner Bros. Digital

34. ?How do you make your Network into a Social Network

35. According to a recent Nielsen Survey:70% of tablet owners and 68% of smartphone owners report using their mobile devices while watching TV

36. “Consumers are changing behavior. You need to have interactivity as part of the experience.”PhillippeDauman, President and CEOViacom

37. Set boxes are becoming “gateways” in the home that serveContent streams to different devices.

38. Consumers need tools to sort through the content.“The role that navigation plays today is much different than channel-up or channel-down.”Robert Marcus, President and Chief Operating OfficerTime Warner Cable

39. TIPS FOR BECOMING A SOCIAL NETWORK

40. 1Use Social Media forfan and customer engagementCRM and WOM are equally important

41. 2Be ready for some serious feedbackCase Study: Shark Week from Food Network

42. Discovery Channel’s Shark Week is highly popular for the network

43. Food Network featured shark recipes during Shark Week The recipes triggered an online petition asking the Food Network to ban using shark meat in its recipes

45. Food Network responds to petition from viewers

46. 3Repurpose Content & Create Content with a Purpose