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THOUGHT LEADERSHIP DISRUPTED:
NEW RULES FOR THE CONTENT AGE
Heather Taylor
@HeatherATaylor
What we really need is a mindset shift that will make
us relevant to today’s consumers, a mindset shift
from ‘telling & selling’ to building relationships.
Jim	Stengel	
Former	Global	Marke3ng	Officer	
Procter	&	Gamble
In	associa3on	with	
In	associa3on	with
WE ALL WANT TO CREATE
RELATIONSHIPS WITH OUR
CUSTOMERS
5
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
GOOD THINGS HAPPEN WHEN WE DO IT RIGHT
CONSUME
MORE
SHARE
MORE
z	
PURCHASE
MORE
ADVOCATE
MORE
z
BUT THE PROBLEM IS,
WE’RE DOING IT WRONG
7
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
AUDIENCES ARE REACHING CONTENT
OVERLOAD
3 in 5 global
executives admit
sometimes feeling
confused or
overwhelmed by the
volume of content
they encounter
8
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
YET MARKETERS KEEP CHURNING OUT CONTENT
80%
of marketers plan to
increase the
amount of thought
leadership content
they produce
Half of marketers
believe
<20%
of current output
gets engagement
‘The challenge for B2B content is
that it competes in a huge array of
media fighting for time against
other always-on entertainment.’
John Rudaizky, Brand & Marketing
Leader, Partner, EY
WE STILL NEED TO FIND
A CONNECTION
SO HOW DO WE CLOSE THE
CONTENT GAP?
LESS IS MORE
RULE #1
RETURN TO THE FUNDAMENTALS
12
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
SURPRISE!
TEXT STILL MATTERS
Developed Market, Exploratory Content
Developed Market, Decision Based Content
Emerging Market, Exploratory Content
Emerging Market, Decision Based Content
SHORT-FORM
HIGHLY VISUAL &
INTERACTIVE
IN-DEPTH, TEXT-BASED
CONTENT
MOBILE
LAPTOP
DEVICE
CONTENT
FORMAT
LOCATION & PURPOSE
1.19 billion people
in APAC go online
via mobile
90% of conversions
on the Economist
were generated via
desktop pages
The majority of
emerging markets
access content
via feature phone
80% of BDMs are
casually consuming
mobile video clips
85% of execs report
preferring text in the
form of articles over
video and audio
when making
business decisions
14
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
UTILITY IS KEY
15
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
GIVE THEM WHAT THEY WANT
(AND NEED)
NOT JUST WHAT YOU’RE
WILLING TO GIVE
RULE #2
17
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
EXECUTIVES ARE HUNGRY FOR CONTENT
18
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
FOCUS ON THE AUDIENCE’S INTERESTS
19
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
BE CREDIBLE
20
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
AND LAY OFF THE SALES PITCH
RULE #3
INNOVATE WITH DISTRIBUTION,
FORMAT AND CADENCE
26
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
MAKE SURE TO GET OUT
OF YOUR OWN WAY
RULE #4
28
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
MARKETERS ARE STILL BATTLING
INTERNAL DISCONNECTS
29
©  THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES  2016"
AND LOOKING FOR
ANSWERS IN ALL THE
WRONG PLACES
WE MUST REMEMBER:
IT’S THEIR JOURNEY THAT MATTERS…
…NOT TRYING TO STUFF THEM IN OUR
SALES FUNNEL
SO WHAT ARE YOU
GOING TO DO?
HEATHER	TAYLOR	
Director,	Crea3ve	Strategy	-	North	America	
@heatherAtaylor

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