Content marketing, the use of publishing channels instead of advertising channels to achieve marketing goals, has been heralded as the future of digital marketing. But what exactly is content marketing? Why does it matter? How does it work, and who is doing it right? Find out in this quick primer on content marketing from SYZYGY Group’s digital strategist, consumer psychologist Dr. Paul Marsden.

1. What the ?#%& is
Content Marketing?
Dr. Paul Marsden

2. What
the $@&%*! is
Content Marketing
anyway?
!
Dr P Marsden
@marsattacks

3. A Story of Chuff Charts
and Super Models…

4. Gisele Bündchen

5. publishes shoppable magazine

6. Hatsune Miku

8. Tour Dates 2014
!
8.8.14 Seattle
9.8.14 Vancouver
30.8.14 Osaka
20.9.14 Tokyo
11.10.14 Los Angeles
17.10.14 New York

9. publishes virtual concert

10. Naomi Watts

11. creates self-publishing products

12. Candice Swanepoel

13. Technology has made
publishing
sexy again!
publishes shoppable videos

14. Then… Now…
The printing press (Johannes Gutenberg1450) The Internet - digital printing press

15. Technology has made
content marketing
sexy again!
Content Marketing (n)
using publishing channels
instead of advertising
channels to achieve
marketing objectives

16. Technology has made
content marketing
sexy again!
- Shoppable Publications!
- Self-Publishing Products!
- (Virtual) Event Publishing!
- Location-aware Publishing!
- Video/Game Publishing!
- Personalised Publishing!
- Real-time Publishing!
- Second Screen Publishing!
- …

17. Technology has made
content marketing
sexy and scalable
Search Culture & the ‘Google Effect’
Brand
PublishingAdvertising
Audience
g

18. Beyond clogging up
user feeds with
junk…

19. Beyond clogging up
user feeds with
junk…

20. Beyond clogging up
user feeds with
junk…

21. …or deceptive ‘native’
advertorials and
sponsored content

22. …moving beyond
repurposing analogue
content

23. Content marketing
innovation means winning
attention with real value

24. Where to start? Two insights
from media psychology

25. Where to start? Two insights
from media psychology
Content Consumption
Capacity
Content Production
Content
Overload
Digital Publishing

26. Where to start? Two insights
from media psychology
‘Uses & Gratifications’
Framework
Help Me!
(Solutions)
Entertain Me!
(Smiles)

27. Help Me! Targeting pain points in
the consumer journey…
=10 = orgasmic
= 0 = suicidal
‘chuff chart’

28. Help Me! Targeting pain points in
the consumer journey…
=10 = orgasmic
= 0 = suicidal
‘chuff chart’

29. Help Me! Targeting pain points in
the client journey…

30. Entertain Me! Content that
makes me smile

31. Entertain Me! Content that
makes me smile!

32. So what the $@&%*!
is Content Marketing?
Digital publishing innovation for
smiles and solutions

33. Sign up for our Content Marketing Newsletter
and receive the latest news for Digital
Innovation Day 2015:
www.syzygy.net/newsletter