Content marketing 20 Nov 2012
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Transcript of Content marketing 20 Nov 2012
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Influence
Philip Sheldrakewww.philipsheldrake.com
@sheldrake
Author of The Business of Influence: Reframing Marketing and PR for the Digital Age, Wiley, 2011
Managing Partner, Euler Partners
www.eulerpartners.com
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An illustrated history
http://youtu.be/wp2eUSL4oHc
http://www.philipsheldrake.com/2011/01/content-an-illustrated-history
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Why develop content?
http://www.flickr.com/photos/philip_sheldrake/6222250215
To communicate.
Why communicate?
To influence.
And to be influenced.
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You have been influenced when
you think in a way you wouldn’t
otherwise have thought, or do something you
wouldn’t otherwise have done
http://www.flickr.com/photos/philip_sheldrake/160365265
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Are you influential?
http://www.flickr.com/photos/philip_sheldrake/7015450481
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http://www.flickr.com/photos/philip_sheldrake/5629452844
“You don't have to be a ‘person of influence’ to be influential. In fact, the most influential people in my life are probably not even aware of the things they've taught me.” Scott Adams, Cartoonist.
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"If society is ready to embrace a trend, almost anyone can start one – and if it isn’t, then almost no one can." Dr. Duncan Watts.
http://www.flickr.com/photos/philip_sheldrake/87055500
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Klout – The standard for influence
http://www.flickr.com/photos/philip_sheldrake/488970370
We have no scalable facility to ascertain
or infer who or what caused someoneto change their mind or behavior
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Klout – The standard for influence
http://www.flickr.com/photos/philip_sheldrake/488970370
Klout – propensity to have yourstuff shared or referenced(positively? negatively?)
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We are more influenced by the 150nearest and dearest than the other
7 billion combined
http://www.flickr.com/photos/philip_sheldrake/3068588302
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What is your measure of content marketing success?
http://www.flickr.com/photos/philip_sheldrake/5723483505
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Output metrics.
http://www.flickr.com/photos/philip_sheldrake/104947731
Opportunities to see. Retweets. Reblogs. Downloads. Likes. Column inches. Views.
Purchases. Votes. Measurable change
in knowledge, opinion, behaviour,
reputation.
Comments. Questions. Debate.
Expressed intent and emotion.
(aka Engagement.)
Out-take metrics. Outcome metrics.
See. Think. Do.
EXCITING FOR THE CONTENT
TEAM
EXCITING FOR THE ORG.
WHATEVER
NOW WE’RE
TALKING
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The Six Influence Flows
Traditional focus of content marketing.
But content has context and competition for attention, so ignore the other flows at your peril.
http://www.eulerpartners.com/influence-flows/
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Not all content marketing is human-to-human.
http://www.flickr.com/photos/philip_sheldrake/4324972193
Machined media has growing potential influence – content that’s automatically discovered, presented and published by machines for humans.
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The ‘paid, owned, earned’ content taxonomy appears to do nothing but reinforce 20th Century silo thinking.
Experimenting with the ‘Influence View of Content’.
What do you think?..http://eulr.co/infl_view_content
http://www.flickr.com/photos/philip_sheldrake/488935955
The Influence View of Content
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The Business of Influence: Reframing Marketing and PR for the Digital Age
Philip Sheldrake, Wiley, May 2011ISBN 978-0470978627
www.influenceprofessional.com#infpro@sheldrake