The document discusses the importance of content in online marketing. It emphasizes that brands must compete for attention in digital spaces and should represent content throughout the planning process, from research to completion. Further, the document states that content should be the organizing principle and possibly the only thing some brands do online, as they need to understand audiences, be useful and present.

1. What next for
content?
SOCIAL MEDIA WEEK LONDON : : 2011
ICROSSING
http://goo.gl/kxYn1
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2. (SOURCE: USE CREATIVE
COMMONS LICENCE FROM
FLICKR.COM – AND ADD
PHOTOGRAPHERS CREDIT HERE)
Content at the
centre of online
marketing
http://goo.gl/Zu4vW
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3. Best.
Content.
Ever.
http://goo.gl/oosNX
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4. Best.
Content.
Ever.
http://goo.gl/oosNX
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5. Brands
compete in
attention
markets
http://goo.gl/1yvK2 http://goo.gl/1yvK2
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6. The Heath-
Robinson
School of
digital
strategy
http://goo.gl/0Htpg
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7. Content should
be represented
throughout the
planning
process
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http://goo.gl/UPN8x

8. (SOURCE: USE CREATIVE
COMMONS LICENCE FROM
FLICKR.COM – AND ADD
PHOTOGRAPHERS CREDIT HERE)
From
research...
http://goo.gl/TifxW
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9. ...to
completion.
http://goo.gl/UqWJA
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10. Content is the
organising
principle of
brand
marketing
online
10
http://goo.gl/n8PsT

11. For some
brands it
should be the
only thing they
do online.
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http://goo.gl/gfTg4

12. Understand.
Be useful.
Be present.
http://goo.gl/7rb1k
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13. Turn digital
marketing on
its head.
http://goo.gl/52DJn
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14. On-site|off-site
Build|Creation
Creating|Curating
http://goo.gl/nA426
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15. Mindset
EDITORIAL Processes
Distribution
http://goo.gl/1yvK2
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16. Newsroom
EDITORIAL
HOW Processes
Story
http://goo.gl/DBLsN
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17. Our
new
e-book
http://goo.gl/g0frL
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18. THANK YOU
Email: results@icrossing.co.uk
Call: +44 (0)1273 827 700
Website: www.icrossing.co.uk
Blog: http://connect.icrossing.co.uk
Twitter: @icrossing_uk
ttp://goo.gl/m31Hc
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