This document discusses the changing media landscape and the rise of content marketing. It notes that distribution and content have become king, as the number of connected devices grows exponentially. New rules of engagement and experience are important, moving from attention to interest to engagement. Content marketing is defined as creating valuable content to attract, acquire and engage audiences to drive business goals. The ideal team structure for content marketing includes roles like chief content officer, writers, and subject matter experts. Content planning involves creating buyer personas and mapping content across the customer journey.

1. BRAND
in the
New World
AllWeb
Skoplje
14.11.2014
Branimir Brkljač

2. The End

4. HORSELESS
CARRIAGE

6. CHANGE

7. What did really
CHANGE?

8. Once Upon a Time….

9. LISTEN TO ME!!!
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10. LOOK AT ME!!!

11. RULE No. 1
DISTRIBUTION is King

12. NEW TECHNOLOGY

13. 1990. - 1 billion connected places
2010. - 5 billion connected people 2020.
- 20 billion connected devices

14. WORLD CAME TO ME

15. THE WHOLE WORLD IN MY HAND

16. ME, MYSELF AND I
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17. BREAKING NEWS
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18. I HAVE TO TELL YOU SOMETHING

19. SCREENAGE GENERATION

20. BEFORE - AFTER
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21. WHAT DID YOU SAY???

22. WHERE ARE YOU LOOKING???

23. RULE No. 1
CONTENT is King

25. PERSONAL = PRIVATE

26. PRIVATE = PUBLIC

27. VIRTUAL WORLD
=
REAL WORLD

28. MEDIA
=
TRUST

29. BUSINESS
=
COMMUNICATION

30. MARKETING
=
STORYTELLING

31. BRAND = STORY

32. When we find a
STORY we believe in We
want to belong to it
And when we are part of it
We want to share it!

33. I AM DISTRIBUTION

34. I AM CONTENT

35. PROSUMER

36. „I am not a businessman, I‘m
a business, man!“
Jay-Z

37. CLIENTS

38. Measure Measure Measure Measure Measure
AMR SHR
4+ CPP TRP 18-49
PUT power ratio
F/M
break-drop CSOV

39. DO YOU KNOW THEM?
Cougars
Wordy women
Office Romancers
Surgery Lovers
Unisexuals
Second-Home Buyers
Caffeine Crazies
Impressionable Elites
Social Geeks
Video Game Grown-ups
Non-Profiteers
Mommonis (Italy)
Russian Swings
Mini-Churched
Starving for Life
Young Knitters
Pet Parents
Old New Dads
Dutiful Sons
Sex-Ratio Singles
Commuter Couples
Car-Buying Soccer Mums
Aspiring Snipers
Uptown Tattooed
Late-Breaking Gays
Working Retired
Interracial Families
DYI Doctors
30-Winkers
Extreme Commuters
Tech Fatales

40. WANTED
WHO KILLS THE ADVERTISING

41. NEW RULES
Relevant Message establishes Relationship
Right Content triggers Emotions
Proper Context helps get positive Experience

42. OLD MODEL
ATTENTION
INTEREST
PURCHASE

43. NEW MODEL
ATTENTION
INTEREST
ENGAGEMENT

44. CURALATE

45. PURPOSE

46. Blake Mycoskie – Chief Shoe Giver

47. COMMUNITY
=
New Database

48. VULFPECK - Sleepify

49. Real Time
MARKETING

50. OREO – You can still dunk in the dark
Within first hour
15,811 retweets
19,610 FB „likes”

51. Creating and Selling
NEW HABITS

52. S

53. PRODUCT
=
Content

54. LEGO
• Mikrosites
• Lego Miniseries
• Lego Click (community platform)
• My Lego Network
• Lego Magazine
• Lego ID
• Legoland
• Lego Club Meetings
• Movie

55. CONTENT

56. DEFINITION No. 1:
Content Marketing is the marketing and
business process for creating and distributing
valuable and compelling content to attract,
acquire, and engage a clearly defined and
understood target audience – with the
objective of driving profitable customer action.

57. DEFINITION No. 2:
Content Marketing is when you own
the media instead renting it!

58. Why Content Marketing
Turn Fans, Friends, and Followers
into Paying Customers

59. AGENCIES

60. MAD MAN

61. MAD MAN
MATH MAN

62. MAD MAN
MATH MAN
SPY MAN

63. S

66. SURVEILLANCE
IS ADVERTISING’S
NEW BUSINESS MODEL
Sep 13, 2014

67. Hybrid

68. IDEAL TEAM STRUCTURE
• Chief Content Officer
• Managing Editor
• Art/Design Director
• Content Creators
• Writers
• Subject Matter Experts
• Partners, Customers and Thought Leaders

69. CONTENT PLANNING
CREATING:
Buyer Personas
Buyer Journeys

70. IDEATION
GENERATING
IDEAS on a consistent basis

71. Mapping Content
Early Mid Late
Awareness Knowledge Liking Preference Conviction Purchase

73. LOVE
=
TRUST