What's the Real Role of Content - Future of Digital Marketing #fodm 2013
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Content Marketing is a massive buzzword... but why have we come to a 'strategic inflection point' in marketing? Is 'brands as publishers' a useful dictum? And how should publishers influence content marketers?
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What's the Real Role of Content - Future of Digital Marketing #fodm 2013
- 1. WHAT’S THE REAL ROLE OF CONTENT?
- 2. I’m James Carson I run a Content Strategy consultancy. I was formerly Head of Digital Marketing at Bauer Media. I worked on FHM, Grazia, heat, Empire amongst other magazine titles. @mrjamescarson http://uk.linkedin.com/in/jacarson85 www.carsoncontent.com ABOUT ME…
- 6. SOCIAL’S 2ND WAVE SEO FLUX SMARTPHONE USAGE OVER 50% HTML5 WEB THE WEB IS MORE… INTERACTIVE MOBILE SHARABLE QUALITY AND SO IS CONTENT!
- 7. Media Marketing Content marketing ARE WE THERE YET?
- 10. SPONSORED CONTENT PRETTY F*$%ING AWESOME Media consumers across the United States are reporting this week that sponsored content… is easily the coolest f*$%ing published material anyone could ever read or watch. http://www.theonion.com/articles/sponsored-content-pretty-fucking-awesome,32479/
- 11. PAYWALLS
- 12. With numerous other news websites remaining free, why bother?
- 13. TIME TO BE MORE SPECIFIC NEWS lifestyle BROAD TOPIC BROAD FORMAT
- 14. WHERE THE MONEY’$ AT
- 15. In five years, will every magazine be a retailer? Will consumers look at a magazine that’s not shopable and think it’s broken? I think so. I think the magazines with pages laden with product absolutely need to be shopable. One hundred percent. Otherwise you’re just not delivering service. It would be like going to [grocery app] Ocado and having a look and then having to go to the supermarket. They have to be shopable. But I think there’s still a place for inspiration. There’s still an area of entertainment. People still love books and photography and art exhibitions. It’s lovely that there’s still an appetite for great content and great stories and we’ll play to that while having shopable elements.
- 16. WE’RE NOT APPY, WE’RE NOT APPY AT ALL http://digital.cabinetoffice.gov.uk/2013/03/12/were-not-appy-not-appy-at-all/
- 17. APP OR WEBSITE?
- 18. all or nothing subscriptions that don’t make sense!
- 19. DESTINATION SITE E-COMMERCE SUBSCRIPTION AREAS APPS MARKETING SERVICES CREATIVE SOLUTIONS 3RD PARTY AD NETWORK direct monetisation syndication SEO directional media transactional service-based
- 21. zero cost media
- 22. SLEEPWALKING CONTENT • Blogs • White papers • Webinars • ‘News’ Remarkable my ass
- 23. BLOGGING/NEWS IS USUALLY ILL DEFINED LOW IMPACT LOW QUALITY UNORIGINAL
- 30. WHAT’S THE ROI ON THAT?
- 32. VANITY METRICS YAWN FEST
- 33. WE RARELY BEHAVE LIKE THIS Search ££ Conversion I want something…
- 34. Lets stop dreaming about content as an immediate conversion channel £ £ £ £ £
- 35. AWARENESS CONSIDERATION CONVERSION LOYALTY ADVOCACY BLOG 5x A WEEK MANAGE SOCIAL MEDIA 5X LARGE GUIDES IMPROVED PRODUCT PAGE UX SALES EMAIL REWARDS FOR ENGAGEMENT COMMUNITY MANAGEMENT 50% INCREASE IN BASIC SUBSCRIPTION CONVERSION 100% INCREASE IN ORGANIC WEBSITE TRAFFIC IN 3 MONTHS CREATION OF MEASURED ADVOCACY PROGRAM (30 BRAND AMBASSADORS) 25% INCREASE IN ADVANCED SUBSCRIPTION CONVERSION 25% INCREASE IN BRANDED SEARCH IN 3 MONTHS
- 38. WHERE ARE WE GOING?
- 39. The Personalised Future Augmented Reality Mobile Quantified Self The Internet of Things “The 1:1 future holds immense implications for individual privacy, social cohesiveness, and the alienation and fractionalization that could come from the breakdown of mass media. It will change forever how we seek our information, education, and entertainment, and how we pursue our happiness.”
- 40. BIG DATA
- 41. everyone’s a publisher (of more stuff)
- 42. entropy content marketing big data big data content marketingcontent marketing big data content marketing content marketing big data big data content marketing content marketing big data big data big data big data big data content marketing content marketing content marketing big data
- 43. WHICH WAY ARE YOU GOING?