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Creative content in a networked world

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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.

Published in: Marketing
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Creative content in a networked world

  1. 1. Creative Content in a Networked World TomCritchlow
  2. 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...
  3. 3. Chapter 1 A Retrospective of Content Marketing
  4. 4. A few thousand shares...
  5. 5. A few hundred thousand shares...
  6. 6. A few million shares...
  7. 7. Chapter 2 Brands as Publishers
  8. 8. “ “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
  9. 9. I forgot to ask what kind of publishers brands would become? Would it look more like or ?
  10. 10. “ “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
  11. 11. ““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
  12. 12. “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?
  13. 13. source: recode
  14. 14. source
  15. 15. 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.
  16. 16. Chapter 3 On Ad Agencies...
  17. 17. “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”
  18. 18. 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.
  19. 19. Chapter 4 Example: Bellroy Wallets
  20. 20. http://bellroy.com/travel-lighthttp://bellroy.com/slim-your-wallethttp://bellroy.com/live-life-outside
  21. 21. http://bellroy.com/travel-lighthttp://bellroy.com/slim-your-wallethttp://bellroy.com/live-life-outside
  22. 22. Chapter 5 The Modern Marketing Team
  23. 23. [1] Influencers are humans and key to the distribution of content online. Empower them.
  24. 24. [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.
  25. 25. [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.
  26. 26. Resources
  27. 27. link
  28. 28. link
  29. 29. link
  30. 30. 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

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