IPG Discovery 5 Event
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Transcript of IPG Discovery 5 Event
+ 3 other insights into the present and future of content
“YOU DON’T KNOW WHAT YOU’RE DOING”
I’m concerned for the future
of digital content.
“
zazzlemedia.co.uk/the-state-of-content-marketing-
survey
Digital content budgets are
increasing but strategic
knowledge
is trailing behind.
92%*
*% of marketers are unclear as tohow best to execute strategy.
And yet we’re spendingmore than ever…
10%
21%
23%
33%
38%
60%
62%
65%
Using paid and earned social platforms
Finding the right agencies to work with
Video campaigns
Finding the best content writers/creators
Lack of marketing budget
Producing content consistently
Measuring ROI of content marketing campaigns
Producing engaging content
Or produce enough of it and measure effectiveness…
WHERE ARE WE GOING WRONG?
Content Marketers celebrate this…
It’s about delivering constant variation.
SO, WHAT DO WEFOCUS ON?
BECOME A PUBLISHER01.
‘Brand as Publisher’ is the future…
Brand as Publisher
Imagine your
business as the
best selling magazine
in your niche. What
would your content
output look like?
HERO CONTENTProposed hero content idea for the Lease Car blog
towards the end of the six-month period…
Content is the ONLY glue that sticks an audience together.
Look at the evolution of mass media.
@simonpenson
The same is happening right now online.
Designed
to build
long term
audience
Everything
from social
to email, paid
and PR is
integrated
Content works
through paid,
earned and
owned
seamlessly
Full mix of
strategic
content
produced
Central
Editorial
Plan
The answer is data-ledcontent strategy spanning paid, earned & owned…
34
Works in sales
Frequent traveller to meetings
Married with children
43
Part time nurse
Weekends away organiser
Married with older children
18
Student
Uses trains to go home
and see friends
Needs ‘cheapest’
Based on serving persona need.
DAVID BERNAND AMELIA THOMAS CORINNA WEBER
SEE ALL ADVERTISING AS CONTENT DISTRIBUTION
02.
Use programmatic to deliver content, not ads.
PUT.CONTENT.
FIRST.
Ads are just holes in the internet…for content.
The blunt approach has no future.
Use it to tell storiesnot just ‘sell’ stuff.
MAKE CONTENT OPPORTUNITYFOR OTHERS
03.
Because these guysrule the world.
THANK YOUFOR LISTENING!