This document discusses content marketing and strategies for brands. It defines brand content as content created as part of an integrated and social communication strategy. It emphasizes listening to audiences and customizing content for different platforms. Successful strategies repurpose brand assets, engage ambassadors, and create enduring platforms. Content should have benefits like driving commerce. Emerging trends are driven by users and include visual sharing and frictionless creativity. The document provides examples of viral, celebrity, and humorous content as well as tools like YouTube annotations and ads that function as content. It emphasizes brands becoming publishers and evolving best practices.

1. DEMYSTIFYING
CONTENT MARKETING
@CandaceKuss,
ECD, Interactive Lab
#HKD2 Conference 15 November 2012

2. “CONTENT IS KING”
- Bill Gates, 1996
Image: fr.wikipedia.org

3. THE MODEL IS NO LONGER PAGES, BUT SHARABLE OBJECTS
Phone: Scrappy Sticky Inky Mess

4. C.O.P.E. — CREATE ONCE, PUBLISH EVERYWHERE

5. BUT, CUSTOMIZE FOR YOUR AUDIENCE + THEIR PLATFORM

6. BRAND CONTENT, A DEFINITION FOR TODAY
Content created as part of an integrated + social
Communication Strategy
Paid
Product Ads
Info

7. COMMON KNOWLEDGE. NEEDS PRESS OFFICE REACTIVE SMARTS
Graphic: Facebook

8. CONVERSATION IS NOT ENOUGH
THE WORLD AROUND US
COMMUNICATION STRATEGY

9. VENN OF A DIGITAL COMMUNICATIONS STRATEGY
Content
Customization Community
Commerce
SIG 1996

10. BEING A
CONTENTREPENEUR
@CandaceKuss

11. OVERLAPPING TRENDS. DRIVEN BY USERS
THE INTIMATE VISUAL STORY
INTERNET SHARING
USERS ARE
CONTENTREPENEURS
FRICTIONLESS
CREATIVITY
@CandaceKuss

12. LISTENING TO WHAT YOUR AUDIENCE LIKES
Coca-Cola

13. START WITH AN AUDIT. DO AN ANALYSIS OF BRAND ASSETS
+ H+K Pathfinder
Online + Offline People Strategic + Creative Activation +
Audit Analysis Recommendations Community Management
@HK_London

14. TRANSFORM PHYSICAL ASSETS
H+K for TUI

15. HAVE SOME FUN WITH AMBASSADORS
H+K for Gillette

16. REIMAGINE BRAND ICONS
H+K for Duracell

17. USE PROPRIETARY DATA AS ENGAGING CONTENT
Soiurce: LinkedIn

18. CREATE A PLATFORM THAT CAN LAST FOR GENERATIONS
The famous Macy's
Thanksgiving Day Parade
started in 1924
Photo via planetearthandhumanity.blogspot / filtered

19. CONTENT
WITH BENEFITS
@CandaceKuss

20. THINGLINK
@CandaceKuss via @ThingLink

21. YOUTUBE ANNOTATIONS + LINKS
YouTube

22. ADS AS CONTENT
Image: Gucci

23. BEST IN CLASS
Maru. YouTube channel

24. WHAT GOES VIRAL? WOW NEWS, CELEBRITY, HUMOUR
One-Third of the Views for
Chanel No. 5 Actually Came
From Spoofs
- AdAge
via AdAge. Published: October 25, 2012

25. AGREE? QUESTION FOR THE BREAKOUTS
More than 8 million
people watched the
YouTube Live stream
of the event
Fast Company, Oct 2012

26. NOT JUST A NEWSROOM. A DEEP ‘CONTENT POOL’
redbullcontentpool.com

27. BRANDS AS PUBLISHERS. BEST IN CLASS KEEPS EVOLVING
Coca-Cola Journey launched Nov 2012

28. + @HK_LONDON #HKD2
AGENDA

29. + @HK_LONDON #HKD2
AGENDA (2)

30. THANK YOU.
QUESTIONS?
@PaulClarke for H+K D2

31. CONTACT
Candace Kuss
ECD, Interactive Lab
candace.kuss@hkstrategies.com
T +44 20 7413 3000
@HK_London / @CandaceKuss
B Our blog
L LinkedIn
www.hkstrategies.co.uk