CONTAGIOUS CONTENT MARKETING IN 2012 AND WHY BRANDS
NEED TO STOP INTERRUPTING AND
BECOME THESTORY
ONE-WAY MARKETING IS
DEAD
VIRAL MARKETING IS
DEAD
SO WHAT COMES NEXT? SO WHAT COMES NEXT?
VIRAL MARKETING IS
DEAD
SO WHAT COMES NEXT?
WHERE DO WE GO FROM
HERE?
VIRAL MARKETING IS
DEAD ENGAGEMENT
WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?
CONTENT MARKETING IS A MARKETING 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.
IT'S THE ART OF COMMUNICATING WITH YOUR CUSTOMERS
WITHOUT SELLING
THE MANY FORMS OF BRANDED CONTENT
INFORMATIVE EXPERIENCE
ENTERTAINING EXPERIENCE
INTERACTIVE EXPERIENCE
LIVE BRAND EXPERIENCE
WHY SHARED CONTENT IS BEST
THIS IS
CONTAGIOUS
HE IS
CONTAGIOUS
THIS IS
CONTAGIOUS CONTENT MARKETING IS ABOUT SHARING
BRAND LIFT 138% HIGHER FOR THOSE EXPOSED VIA SHARINGGeneral Electric study, 2012
WHO SHARES CONTENT?
27 MILLIONPIECES OF CONTENT ARE SHARED
ONLINE EVERY DAY
23 PERCENTOF ALL SOCIAL MEDIA MESSAGES
INCLUDE LINKS TO CONTENT
nielsen study, 2011
nielsen study, 2011
HOW DO WE SHARE?
nielsen study, 2011
GET YOUR CONTENT READY TO
GO ANYWHERE
A GUIDE TO MAKING YOUR CONTENT SHAREABLE
SO WHAT ARE THE RULES
OF CONTAGIOUS CONTENT?
SO WHAT ARE THE RULES
OF CONTAGIOUS CONTENT?
WHAT MAKESCONTENT SHAREABLE?
SO WHAT ARE THE RULES
OF CONTAGIOUS CONTENT?
SO WHAT ARE THE RULES
OF CONTAGIOUS CONTENT?
LENGTHIS ONE OF SEVERAL FACTORS
SO WHAT ARE THE RULES
OF CONTAGIOUS CONTENT?
SO WHAT ARE THE RULES
OF CONTAGIOUS CONTENT?
LONGCAN WORK IF DONE RIGHT
BUT GENERALLY
SHORT IS BEST
SO WHAT ARE THE RULES
OF CONTAGIOUS CONTENT?
IT DOESN'T MATTER WHAT YOU MAKE
AS LONG AS 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
EXHIBIT A: HOW IT SHOULD BE DONE
WHERE THE
MAGIC HAPPENS
900 DOMAINS IN 36 LANGUAGES
OFFERINGS IN WEB TV, WEB RADIO, ONLINE GAMES
EXPERTS AT AMPLIFYING LIVE EVENTS ONLINE
29 MILLION VIEWS
THIS IS
CONTAGIOUS
HE IS
CONTAGIOUS
THIS IS
CONTAGIOUS
10 MILLION VIEWS
When it comes to producing content most brands think about what 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 & figures out how to remove as much branding as possible.