This document discusses the challenges content creators face in an oversaturated digital content landscape. It notes that while people are consuming more media than ever, the vast majority of content receives little to no engagement. Only 25% of digital content receives any links or shares. It argues that to succeed, content creators need a cross-functional team that can create, analyze, distribute, and engage audiences with content. Silos between specialties like advertising, PR, and development hamper this process. The document calls for abandoning traditional agency models and embracing a more collaborative "Cruyff and Hitchcock's digital dream team" approach to win in this challenging environment.

1. THE
INTERNET IS
FULL.
WHAT NEXT
FOR CONTENT
CREATORS?

2. CHRISDEARY.COM
@CHRISDEARY
ZONEDIGITAL.COM
@THISISZONE
INTROS

3. Image: Copyright Facebook
We’re
consuming
more and
more media

4. 526m
emails sent
BUT THE SCALE OF CONTENT IS SOBERING
13.9m
YouTube views
9.4m
Facebook
likes
1.1m
tweets
139k
Insta
photos

5. 364,000
YouTube
experts on
how to be
Ernest
Image: Creative Commons Wikimedia

6. 48.4
million
results

7. BECAUSE YOU’RE DOING IT
ALL WRONG.

8. 75%
of digital content gets
no links or shares at all
- BuzzSumo
EVEN MORE SOBERING

9. Supply does not create
its own demand.
John
Maynard
Keynes

10. Digital has
democratised
the means of
production

11. But it’s also
democratised
the means of
consumption

12. IT’S STARTING TO LOOK A LOT LIKE CONTENT
Advertising

13. IT’S STARTING TO LOOK A LOT LIKE CONTENT
PR

14. IT’S STARTING TO LOOK A LOT LIKE CONTENT
CRM

15. But it
doesn’t
always
work

16. Often it still
looks like
advertising

17. YOU WON’T BELIEVE WHAT I’VE PUT ON
THIS SLIDE.
And we’ve
all had
enough of
clickbait,
right?

18. It’s completely acceptable
for senior marketing
people here to confess
ignorance of Twitter.

19. Image: MLB.com
We need to
live and
breathe the
culture

20. Image: YouTube

22. So much
content still
looks like
this

23. But my wife
doesn’t like
this lamp
shade!

24. WINNING!WINNING!CRM
Content
Advertising
PR

25. Images: Mario Malhao & Ben Ledbetter
We need to
be more
like Cruyff
& Hitchcock

26. CREATE
CRUYFF &
HITCHCOCK’S
DIGITAL
DREAM TEAM
PPC
MEDIA
BUYER
SMO
PR
SEO
COPY
WRITER
DATA
ANALYST
VIDEO
PRODUCER
VISUAL
DESIGNER
DISTRIBUTE
UX
DESIGNER
FRONT
END DEV
CRM

28. I’m a writer!
I don’t do data!
Mr / Mrs
Notcool

29. AGENCY 1
NO
MAN’S
LAND
PPC
MEDIA
BUYER
SMO
PR
SEO
COPY
WRITER
DATA
ANALYST
VIDEO
PRODUCER
VISUAL
DESIGNER
AGENCY 2
UX
DESIGNER
FRONT
END DEV
CRM

30. COMMS
MIGHT
CHAT IN
THE
CANTEEN IF
YOU’RE
LUCKY
PPC
MEDIA
BUYER
SMO
PR
SEO
COPY
WRITER
DATA
ANALYST
VIDEO
PRODUCER
VISUAL
DESIGNER
MARKETING
UX
DESIGNER
FRONT
END DEV
CRM

31. AGENCY 1
PPC
MEDIA
BUYER
SMO
PR
SEO
COPY
WRITER
DATA
ANALYST
VIDEO
PRODUCER
VISUAL
DESIGNER
IN-HOUSE TEAM 1
UX
DESIGNER
FRONT
END DEV
CRM
AGENCY 2 IN-HOUSE TEAM 2
AGENCY 3 NO-ONE
CRUYFF & HITCHCOCK’S NIGHTMARE

32. WINNING!WINNING!CRM
Content
Advertising
PR
SO HOW ARE WE DOING?

33. LET’S GO DIGITAL
JOB HUNTING.

34. Creative
director
Creative
lead
Senior
creative
designer
Head of
creative
• All of them talk
about understand
content and
interpreting briefs
• Just one mentioned
embracing new
ideas and
technology
• None of them
mention data or
content distribution
skills

35. MISSION STATEMENT
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