My slides from the Re/Vision Conference in NYC June 2015. Some slides won't make sense without the words but you get the idea. I talk about the shift of power structures and influence online and the history of content marketing as the market slowly decentralized leaving the core influencers as individuals. How do you create content in this world and who is doing good work? I present some thoughts.

1. Creative Content in a
Networked World
TomCritchlow

2. We live in a world where National
Geographic is advertising on
Snapchat, BWM is writing content on
Medium and Purina is buying native
ads on BuzzFeed...

4. Chapter 1
A Retrospective of Content Marketing

12. A few thousand shares...

14. A few hundred thousand shares...

16. A few million shares...

17. Chapter 2
Brands as Publishers

18. “
“As some are lamenting the death of the
publishing industry, publishing for
brands is undergoing a revolution”
source: the time for content marketing is now

19. I forgot to ask what kind of publishers
brands would become? Would it look more
like or ?

20. “
“The New York Times lost 80 million
homepage visitors—half the traffic to
the nytimes.com page—in two years.”
source: What the death of the homepage means for the future of news

21. ““In the nine months the native ad
program was available during 2014,
Upworthy said it generated more than
$10 million in revenue for the publisher.”
source: adweek

22. “BuzzFeed Distributed [...] a team of 20 staffers
who would “make original content solely for
platforms like Tumblr, Imgur, Instagram,
Snapchat, Vine and messaging apps.” In other
words, a team of people producing content that
will never even appear on buzzfeed.com.
source: a wave of distributed content is coming, will publishers sink or swim?

23. source: recode

24. source

25. The realization of this concept is the
decentralized brand, producing a
constellation of content for a fragmented
audience.
Decentralized, where the nodes are the
influencers for your target niche.

26. Chapter 3
On Ad Agencies...

28. “Think about ideas as platforms rather than as
inspirations for a specific execution or format. The
point was that a great idea, now, is boundless. [...].
We must participate in the complete journey of our
ideas, embracing a mentality that refuses to
recognize a boundary in what we provide [...]
I call this the new world of "infinite production."
source: welcome to the world of “infinite production”

32. But there is one thing ad agencies
do really well... Campaigns.
We should be striving to create
consistent campaign concepts
across a constellation of pieces of
content.

33. Chapter 4
Example: Bellroy Wallets

35. http://bellroy.com/travel-lighthttp://bellroy.com/slim-your-wallethttp://bellroy.com/live-life-outside

36. http://bellroy.com/travel-lighthttp://bellroy.com/slim-your-wallethttp://bellroy.com/live-life-outside

43. Chapter 5
The Modern Marketing Team

44. [1]
Influencers are humans and key to the
distribution of content online. Empower them.

45. [1]
Influencers are humans and key to the
distribution of content online. Empower them.
[2]
Think like a journalist not like a publisher to
avoid narrative deficiency.

46. [1]
Influencers are humans and key to the
distribution of content online. Empower them.
[2]
Think like a journalist not like a publisher to
avoid narrative deficiency.
[3]
Hire a “Chief Content Officer” or “Editor-in-Chief” to
run your infinite production content campaigns.

47. Resources

48. link

49. link

50. link

51. Thank you!
TomCritchlow
Available for consulting projects large and
small including training, in-house work
and unique creative projects requiring a
British accent.
tjcritchlow@gmail.com
@tomcritchlow
tomcritchlow.com