content marketing in 2014 - breed and craftbreedandcraft.com/content.pdfcontent marketing is the...

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CONTENT MARKETING IN 2014 WHY BRANDS NEED TO STOP INTERRUPTING

AND START BECOMING THE STORY

ONE WAY MARKETING IS

DEAD

SO WHAT COMES

NEXT?

WHERE DO WE GO FROM

HERE?

ENGAGEMENT

WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?

WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?

Content marketing is the technique of creating and distributing relevant

and valuable content to attract, acquire and engage a clearly defined

and understood target audience - with the objective of driving profitable

customer action.

THE ART OF COMMUNICATING WITH YOUR CUSTOMERS WITHOUT SELLING

THE MANY FORMS OF BRANDED CONTENT

INFORMATIVE EXPERIENCE

ENTERTAINING EXPERIENCE

INTERACTIVE EXPERIENCE

LIVE EXPERIENCE

WHY IS SHARED CONTENT THE BEST?

CONTENT MARKETING IS ABOUT

SHARING

BRAND LIFT

138% HIGHER FOR THOSE EXPOSED VIA SHARING

General Electric study, 2012

WHO SHARES CONTENT?

23% OF ALL SOCIAL MEDIA MESSAGES

INCLUDE LINKS TO CONTENT General Electric study, 2012

GLOBAL SOCIAL MEDIA STATS 2013

UK SOCIAL MEDIA PENETRATION 2013

GET YOUR CONTENT READY TO GO

ANYWHERE

WHAT MAKES CONTENT SHAREABLE

A KEY FACTOR CAN BE LENGTH

LONG CAN WORK IF DONE RIGHT

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BUT GENERALLY

SHORT IS BEST

THE MOST IMPORTANT THING IS THAT IT’S RELEVANT

You need to create something that actually has merit, that you would say, “Wow, I want to share

that.” And if Cadillac made it for you, you’re sharing something essentially that Cadillac made and you

can get your brand message across in a very natural, non- advertising way.

Anthony Batt, Katalyst Media

HOW IT SHOULD BE DONE

900 DOMAINS IN 36 LANGAUGES

ACTIVATIONS ACROSS

WEB, TV, WEB RADIO, GAMING

EXPERTS AT

AMPLIFYING LIVE EVENTS ONLINE

RED BULL STRATOS 30M+ TOTAL VIEWS

7.3M WATCHING LIVE 670K FACEBOOK LIKES

THIS PICTURE ALONE 466K FACEBOOK LIKES

20K COMMENTS 48K SHARES

When it comes to producing content most brands think about how they want to see themselves and

how to get their company message across at all costs. Red Bull does the opposite.

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It thinks about making content that its audience will want to see and figures out how to remove as much

branding as possible. Dietrich Mateschitz, Red Bull Marketing

SUMMARY

CONTENT COMES IN

MANY FORMS

RELEVENT CONTENT IS MORE SHAREABLE

LIVE BRAND EXPERIENCES CAN

CREATE AWSOME CONTENT

AWSOME ONLINE CONTENT

CAN BRING VAST REACH

HIGH-FIVES

ALL ROUND

THANKS! hello@breedandcraft.com

+44 (0)20 7033 3714 @breedandcraft