Content marketing in 2012 focused on creating and distributing valuable content to attract and engage target audiences, with the goal of driving profitable customer action. One-way marketing was dead, and viral marketing alone was no longer effective. Successful content marketing involved sharing engaging content in many formats, including informative, entertaining, interactive, and live brand experiences. For content to spread contagiously, it needed to be short, relevant to the intended audience, and merit sharing without any overt branding. Examples that did this well included Red Bull's productions and events that generated millions of views.

2. THIS IS CONTAGIOUS
THIS IS CONTAGIOUS
CONTENT MARKETING IN 2012
AND WHY BRANDS NEED TO
STOP INTERRUPTING AND
BECOME THE
STORY
HE IS CONTAGIOUS

3. ONE-WAY MARKETING IS
DEAD

4. SO WHAT COMES
SO WHAT COMESNEXT?
NEXT?
VIRAL MARKETING IS DEAD

5. SO WHAT COMES NEXT?
VIRAL MARKETING IS DEAD
WHERE DO WE GO FROM HERE?

6. ENGAGEMENT
VIRAL MARKETING IS DEAD

7. WHAT IS CONTENT MARKETING
AND WHY IS IT IMPORTANT?

8. CONTENT MARKETING IS A MARKETING
TECHNIQUE OF CREATING AND DISTRIBUTING
RELEVANT AND VALUABLE CONTENT TO
ATTRACT, ACQUIRE, AND ENGAGE A
CLEARLY DEFINED AND UNDERSTOOD
TARGET AUDIENCE – WITH THE OBJECTIVE OF
DRIVING PROFITABLE CUSTOMER ACTION.

9. IT'S THE ART OF COMMUNICATING
WITH YOUR CUSTOMERS
WITHOUT SELLING

10. THE MANY FORMS OF BRANDED
CONTENT

11. INFORMATIVE
EXPERIENCE

12. ENTERTAINING
EXPERIENCE

13. INTERACTIVE
EXPERIENCE

14. LIVE BRAND
EXPERIENCE

15. WHY SHARED CONTENT IS BEST

16. CONTAGIOUS
THIS IS
CONTAGIOUS
THIS IS
CONTENT
MARKETING IS
ABOUT SHARING
HE IS CONTAGIOUS

17. BRAND LIFT 138%
HIGHER FOR THOSE
EXPOSED VIA
SHARING
General Electric study, 2012

18. WHO SHARES CONTENT?

19. 27 MILLION
PIECES OF CONTENT ARE SHARED ONLINE
EVERY DAY

20. 23 PERCENT
OF ALL SOCIAL MEDIA MESSAGES
INCLUDE LINKS TO CONTENT

21. nielsen study, 2011

22. HOW DO WE SHARE?
nielsen study, 2011

23. GET YOUR CONTENT READY TO GO
ANYWHERE
nielsen study, 2011

24. A GUIDE TO MAKING YOUR
CONTENT SHAREABLE

25. WHAT MAKES
SO WHAT CONTENT SHAREABLE?
ARE THE RULES OF
SO WHAT ARE THE RULES OF
CONTAGIOUS
CONTAGIOUS
CONTENT?
CONTENT?

26. LENGTH
SO WHAT ARE THE RULESFACTORS
IS ONE OF SEVERAL OF
SO WHAT ARE THE RULES OF
CONTAGIOUS
CONTAGIOUS
CONTENT?
CONTENT?

27. LONG
SO WHAT ARE THE IF DONE RIGHT
CAN WORK RULES OF
SO WHAT ARE THE RULES OF
CONTAGIOUS
CONTAGIOUS
CONTENT?
CONTENT?

28. BUT GENERALLY
SHORT IS BEST

29. IT DOESN'T MATTER WHAT YOU MAKE
AS LONG AS IT'S
SO WHAT ARE THE RULES OF
RELEVANT
CONTAGIOUS
CONTENT?

30. You need to create something that
actually has merit, that you would
say, "Wow, I want to share that." And
if Cadillac made it for you, you're
sharing something essentially that
Cadillac made and you can get your
brand message across in a very
natural, non-advertising way.
Anthony Batt, Katalyst Media

31. EXHIBIT A:
HOW IT SHOULD BE DONE

32. WHERE THE
MAGIC HAPPENS

33. 900 DOMAINS
IN 36 LANGUAGES

34. OFFERINGS IN WEB
TV, WEB RADIO,
ONLINE GAMES

35. EXPERTS AT
AMPLIFYING
LIVE EVENTS ONLINE

36. 29 MILLION VIEWS

37. THIS IS CONTAGIOUS
THIS IS CONTAGIOUS
10 MILLION VIEWS
HE IS CONTAGIOUS

38. When it comes to producing content
most brands think about what they
want to see themselves and how to
get their company message across
at all costs. Red Bull does the
opposite. It thinks about making
content that its audience will want to
see & figures out how to remove as
much branding as possible.
Dietrich Mateschitz, Red Bull Marketing.

39. CONCLUSION

40. CONTENT COMES
IN MANY FORMS

41. WE PREFER TO
SHARE RELEVANT
CONTENT

42. LIVE BRAND
LIVE BRAND
EXPERIENCES CAN
EXPERIENCES CAN
BRING AWESOME
BRING AWESOME
CONTENT
CONTENT

43. AWESOME CONTENT
ONLINE CAN BRING
VAST REACH

44. THIS IS CONTAGIOUS
THIS IS CONTAGIOUS
HIGH-FIVES
ALL ROUND
HE IS CONTAGIOUS

45. THANK YOU