Content marketing 20 Nov 2012

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This document discusses the concept of influence and content marketing. It is authored by Philip Sheldrake, author of "The Business of Influence: Reframing Marketing and PR for the Digital Age". Sheldrake is Managing Partner of Euler Partners, a firm focused on influence. The document explores how content is used to communicate and influence others, and discusses different ways to measure the success of content marketing strategies.

Business

An illustrated history

http://youtu.be/wp2eUSL4oHc
http://www.philipsheldrake.com/2011/01/content-an-illustrated-history

Why develop content?

To communicate.

Why communicate?
To influence.

And to be influenced.

http://www.flickr.com/photos/philip_sheldrake/6222250215

You have been
influenced when you
think in a way you
wouldn‟t otherwise
have thought, or do
something you
wouldn‟t otherwise
have done

http://www.flickr.com/photos/philip_sheldrake/160365265

Are you influential?

http://www.flickr.com/photos/philip_sheldrake/7015450481

“You don't have to be a „person of
influence‟ to be influential. In fact, the
most influential people in my life are
probably not even aware of the things
they've taught me.” Scott Adams, Cartoonist.

http://www.flickr.com/photos/philip_sheldrake/5629452844

"If society is ready to embrace a trend,
almost anyone can start one – and if it isn‟t,
then almost no one can." Dr. Duncan Watts.

http://www.flickr.com/photos/philip_sheldrake/87055500

Klout – The standard for influence

We have no scalable facility to ascertain
or infer who or what caused someone
to change their mind or behavior

http://www.flickr.com/photos/philip_sheldrake/488970370

Klout – The standard for influence

Klout – propensity to have your
stuff shared or referenced
(positively? negatively?)

http://www.flickr.com/photos/philip_sheldrake/488970370

We are more influenced by the 150
nearest and dearest than the other
7 billion combined

http://www.flickr.com/photos/philip_sheldrake/3068588302

What is your measure of
content marketing success?

http://www.flickr.com/photos/philip_sheldrake/5723483505

EXCITING
EXCITING
FOR THE
FOR THE
CONTENT
ORG. 
TEAM

Opportunities to see. Comments. Questions. Purchases. Votes.
Retweets. Reblogs. Debate. Measurable change in
Downloads. Likes. Expressedintent and knowledge, opinion,
Column inches. Views. emotion. behaviour, reputation.
(aka Engagement.)
Output metrics. Out-take metrics. Outcome metrics.

See. Think. Do.

http://www.flickr.com/photos/philip_sheldrake/104947731

The Six Influence Flows
But content has context and
Traditional focus of
competition for attention, so ignore
content marketing.
the other flows at your peril.

http://www.eulerpartners.com/influence-flows/

Not all content marketing is human-to-human.

Machined media has growing potential influence –
content that‟s automatically discovered, presented
and published by machines for humans.

http://www.flickr.com/photos/philip_sheldrake/4324972193

The Influence View of Content

The „paid, owned, earned‟ content
taxonomy appears to do nothing but
reinforce 20th Century silo thinking.

Experimenting with the „Influence
View of Content‟.

What do you think?..
http://eulr.co/infl_view_content

http://www.flickr.com/photos/philip_sheldrake/488935955

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#infpro
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Content marketing 20 Nov 2012

1. Influence Philip Sheldrake www.philipsheldrake.com @sheldrake Author of The Business of Influence: Reframing Marketing and PR for the Digital Age, Wiley, 2011 Managing Partner, Euler Partners www.eulerpartners.com

2. An illustrated history http://youtu.be/wp2eUSL4oHc http://www.philipsheldrake.com/2011/01/content-an-illustrated-history

3. Why develop content? To communicate. Why communicate? To influence. And to be influenced. http://www.flickr.com/photos/philip_sheldrake/6222250215

4. You have been influenced when you think in a way you wouldn‟t otherwise have thought, or do something you wouldn‟t otherwise have done http://www.flickr.com/photos/philip_sheldrake/160365265

5. Are you influential? http://www.flickr.com/photos/philip_sheldrake/7015450481

6. “You don't have to be a „person of influence‟ to be influential. In fact, the most influential people in my life are probably not even aware of the things they've taught me.” Scott Adams, Cartoonist. http://www.flickr.com/photos/philip_sheldrake/5629452844

7. "If society is ready to embrace a trend, almost anyone can start one – and if it isn‟t, then almost no one can." Dr. Duncan Watts. http://www.flickr.com/photos/philip_sheldrake/87055500

8. Klout – The standard for influence We have no scalable facility to ascertain or infer who or what caused someone to change their mind or behavior http://www.flickr.com/photos/philip_sheldrake/488970370

9. Klout – The standard for influence Klout – propensity to have your stuff shared or referenced (positively? negatively?) http://www.flickr.com/photos/philip_sheldrake/488970370

10. We are more influenced by the 150 nearest and dearest than the other 7 billion combined http://www.flickr.com/photos/philip_sheldrake/3068588302

11. What is your measure of content marketing success? http://www.flickr.com/photos/philip_sheldrake/5723483505

12. EXCITING EXCITING FOR THE FOR THE CONTENT ORG.  TEAM Opportunities to see. Comments. Questions. Purchases. Votes. Retweets. Reblogs. Debate. Measurable change in Downloads. Likes. Expressedintent and knowledge, opinion, Column inches. Views. emotion. behaviour, reputation. (aka Engagement.) Output metrics. Out-take metrics. Outcome metrics. See. Think. Do. http://www.flickr.com/photos/philip_sheldrake/104947731

13. The Six Influence Flows But content has context and Traditional focus of competition for attention, so ignore content marketing. the other flows at your peril. http://www.eulerpartners.com/influence-flows/

14. Not all content marketing is human-to-human. Machined media has growing potential influence – content that‟s automatically discovered, presented and published by machines for humans. http://www.flickr.com/photos/philip_sheldrake/4324972193

15. The Influence View of Content The „paid, owned, earned‟ content taxonomy appears to do nothing but reinforce 20th Century silo thinking. Experimenting with the „Influence View of Content‟. What do you think?.. http://eulr.co/infl_view_content http://www.flickr.com/photos/philip_sheldrake/488935955 15

16. The Business of Influence: Reframing Marketing and PR for the Digital Age Philip Sheldrake, Wiley, May 2011 ISBN 978-0470978627 www.influenceprofessional.com #infpro @sheldrake

Content marketing 20 Nov 2012

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