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CONTENT MARKETING IN 2014 WHY BRANDS NEED TO STOP INTERRUPTING
AND START BECOMING THE STORY
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ONE WAY MARKETING IS
DEAD
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SO WHAT COMES
NEXT?
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WHERE DO WE GO FROM
HERE?
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ENGAGEMENT
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WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?
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WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?
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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.
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THE ART OF COMMUNICATING WITH YOUR CUSTOMERS WITHOUT SELLING
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THE MANY FORMS OF BRANDED CONTENT
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INFORMATIVE EXPERIENCE
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ENTERTAINING EXPERIENCE
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INTERACTIVE EXPERIENCE
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LIVE EXPERIENCE
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WHY IS SHARED CONTENT THE BEST?
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CONTENT MARKETING IS ABOUT
SHARING
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BRAND LIFT
138% HIGHER FOR THOSE EXPOSED VIA SHARING
General Electric study, 2012
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WHO SHARES CONTENT?
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23% OF ALL SOCIAL MEDIA MESSAGES
INCLUDE LINKS TO CONTENT General Electric study, 2012
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GLOBAL SOCIAL MEDIA STATS 2013
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UK SOCIAL MEDIA PENETRATION 2013
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GET YOUR CONTENT READY TO GO
ANYWHERE
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WHAT MAKES CONTENT SHAREABLE
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A KEY FACTOR CAN BE LENGTH
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LONG CAN WORK IF DONE RIGHT
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!
BUT GENERALLY
SHORT IS BEST
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THE MOST IMPORTANT THING IS THAT IT’S RELEVANT
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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
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HOW IT SHOULD BE DONE
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900 DOMAINS IN 36 LANGAUGES
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ACTIVATIONS ACROSS
WEB, TV, WEB RADIO, GAMING
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EXPERTS AT
AMPLIFYING LIVE EVENTS ONLINE
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RED BULL STRATOS 30M+ TOTAL VIEWS
7.3M WATCHING LIVE 670K FACEBOOK LIKES
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THIS PICTURE ALONE 466K FACEBOOK LIKES
20K COMMENTS 48K SHARES
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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.
!
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
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SUMMARY
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CONTENT COMES IN
MANY FORMS
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RELEVENT CONTENT IS MORE SHAREABLE
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LIVE BRAND EXPERIENCES CAN
CREATE AWSOME CONTENT
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AWSOME ONLINE CONTENT
CAN BRING VAST REACH
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HIGH-FIVES
ALL ROUND
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THANKS!