The Future of Content Creation and Distribution
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Joanna will challenge us to rethink content creation from the ground up. Pointing to her experiences at Porch, as well as other leading brands, she'll walk through the old school tricks that have become new again as well as new approaches to create content people will love. Her talk will span community, PR, social and editorial tips for the content lover in all of us. She'll wrap up with tactical advice on how to set your organization and team up for content excellence.
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The Future of Content Creation and Distribution
- 1. The Future of Content Creation @joannalord VP of Marketing ! ! ! ! ! ! Love your home.
- 2. Over 150M projects uploaded. Over 3M professionals listed. Over 1M homeowners. In 1,700 Lowe’s nationwide. Data coverage on over 99% of the U.S. homes. Over 250,000 person community. Over 1.5M monthly visitors to porch.com. Over 100M in fundraising. Over 500 employees. Less than 2 years old.
- 4. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
- 5. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
- 6. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
- 7. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
- 8. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
- 9. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
- 10. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
- 12. InteractiveAuthentic Optimized Accessible Quality Beautiful Delightful RelatableShareable Diversified
- 14. so how can we possibly keep up? stand out?
- 15. so how can we possibly keep up stand out?
- 18. Community Owned Curated DataCulture type
- 19. Community Owned Curated Data Text Video Photo Podcast Micro Live Culture type vehicle
- 20. Community Owned Curated Data Text Video Photo Podcast Micro Live Product Social Syndication Partner Delivered Advertised Culture type vehicle distribution
- 21. Community Owned Curated Data Text Video Photo Podcast Micro Live Product Social Syndication Partner Delivered Advertised Culture type vehicle distribution UGC Contributor Expert Influencer Celebrity Reviews Testimonials Blogger Advice Contributor Team Ty/Jillian Selling Advice Pro Blog Porch Productions Lowes Brand Partners Digests Company Blog Recruiting Mission stories Infographics Whitepapers SOU Pieces Porch Examples Branded Created Corporate Featured Episodic Partner Ecosystem Collections Promoted Mission Storytelling Values Thought Leadership Product Industry Audience Insights Co-branded
- 31. Combined reach ! 26M ! readers Combined following! 80M ! community Combined Instagram! 57M ! followers Combined blogger badge! 55k ! links
- 32. blogger & influencer community isn’t new. but doing it better than before is.
- 33. blogger & influencer outreach isn’t new. but doing it better than before is. the future of content creation types will include: sub culture influencers tastemakers featuring the opposition machine curation at scale proprietary data as a product less moderation, more facilitation
- 37. #sadpants
- 44. diversifying your content portfolio isn’t new. doing it as the backdrop to their life is.
- 45. blogger & influencer outreach isn’t new. but doing it better than before is. the future of content creation vehicles will include: video foundation IoT integration nomadic experiential episodic content personifies them ! !
- 53. contributing calendars & syndication isn’t new. serving the ecosystem as a publisher is.
- 54. blogger & influencer outreach isn’t new. but doing it better than before is. the future of content creation distribution will include: brand partnerships serving the ecosystem paid halos BD integration thinking as a publisher ! ! !
- 56. Content is a commitment, not a campaign. “ Jon Buscall, Head of Jontus Media
- 57. but let’s get tactical here. where do i start?
- 60. data accessibility content signals, framework, methodology
- 62. participating in the ecosystem servant marketing, BD, partnerships
- 64. Innovation, in the context of branding, is that which connects the familiar with the unknown.“ Phil Duncan, VP of Global Design Proctor & Gamble
- 65. Thank you. Want to chat about beautiful things? Let’s do it. @joannalord VP of Marketing ! ! ! ! ! ! Love your home.