MARKETING IN 2013CONTENT

http://www.flickr.com/photos/83346641@N00/3562071888/

4Ps Marketing Digital EDGEucation

neilperkin.typepad.com@neilperkin

THE SPREAD OF CURATION

THE CHANGING DYNAMIC OF POE

GAFA

TEST AND LEARN

90% of respondents believe that content marketing will become more important over the next 12 months

73% of digital marketers agree that ‘brands are becoming publishers’.

64% agree that content marketing ‘is becoming its own discipline’.

THE GROWTH IN CONTENT MARKETING

http://econsultancy.com/uk/reports/content-marketing-survey-report

http://econsultancy.com/uk/reports/content-marketing-survey-report

LACK OF A STRATEGYOnly 38% of companies have a defined content

marketing strategy in place.

http://econsultancy.com/uk/reports/content-marketing-survey-report

LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals

LACK OF A STRATEGYOnly 38% of companies have a defined content

marketing strategy in place.

http://econsultancy.com/uk/reports/content-marketing-survey-report

LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals

COMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flow

LACK OF A STRATEGYOnly 38% of companies have a defined content

marketing strategy in place.

http://econsultancy.com/uk/reports/content-marketing-survey-report

LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals

COMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flow

LACK OF A STRATEGYOnly 38% of companies have a defined content

marketing strategy in place.

http://econsultancy.com/uk/reports/content-marketing-survey-report

”…brands aren't set up to be publishers. They don't necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience”

Josh Sternberg

Like vs

Love

Polished blockbuster vs

Fast, snackable

Messagingvs

Amplification

http://www.nickburcher.com/

Paid

Owned Earned

ADVERTISINGPaid search, display, affiliate

DIGITAL PROPERTIES

Websites, CRM, microsites,

Social presence

PARTNER NETWORKS

Word of mouth, Digital PR, Influencer outreach

Paid placementsAtomisation of content into ads

Atomisation of conversation through APIs and social

widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/

Google Panda update

Discoverability: quality, originality, shareability of content

The average half life of 1,000 popular bitly links was 3 hours

Shift to always on, and sharp spikes of attention

Struggling to get his 2-year-old daughter to sleep, Mansbach let off some steam in the form of a status update: "Look out for my forthcoming children’s book, ‘Go the — to Sleep.'

Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version

http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game

GAFA

http://www.flickr.com/photos/darwinbell/

GAFA & The Vertical Stack

Hardware

Context (location, social, identity, advertising,

recommendation)

Messaging

Operating System

Content (Platforms, Streaming, Cloud)

Access (apps & browsers)

Payment ecosystems

Hardware

Messaging

Operating System

Content (Platforms, Streaming, Cloud)

Access (apps & browsers)

Payment ecosystems

Facetime, Hangouts, Chat, FB Messenger, Skype integration

Context (location, social, identity, advertising,

recommendation)Location, Social graph, identity, personalisation &

recommendation, advertising

Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits

Chrome, Silk, Safari, Facebook, Apple Android app ecosystems

AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music

Apple IoS, Android, Facebook as social OS

Chromebook, Motorola, Apple devices, Kindle

Google Search Plus Your World

Distributed and Destination thinking

You have to be on our property for us to monetise

We can monetise anywhere

Algorithmic

Professional

Social

THE 3 PILLARS OF CONTENT CURATION

The new content curators: professional

http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html

3 posts, 50 tweets a day500,000+ UUs

150,000 newsletter subscribers270,000 followers

The new content curators: social

The new content curators: alogorithmic

More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month

The new content curators: algorithmic

Professional + Algorithmic + Social Curation

AmEx’s OpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month

Content Hubs

“Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.”

“Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely,

building fans over time.”

http://snarkmarket.com/2010/4890

‘Stock and Flow’

Bonfires and Fireworks

70% of the content should be low risk, bread and butter marketing

20% should innovate off what works

10% should be high risk ideas that will be tomorrow's 70% or 20%

Goal for live stream viewership was set at 300,000. By the end of the game, it had captured over 9m views, with over 600,000 concurrent users

People engaged with the live stream for an average of 28 minutes

66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game

Customer experience rather than individual channels

Content calendars, not just campaigns

Original, shareable content

How can content be useful? Facilitation, participation and curation

Distributed and destination

Test and learn

Key Points

neilperkin.typepad.com@neilperkin

Thank you!