The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape is Shifting
•
2 likes•688 views
The document discusses how the media landscape is shifting towards content marketing, social media, influencer marketing and amplification. It describes gShift, a company that helps marketers create smarter content and enhance content discoverability in search and social through proprietary analytics. gShift collects data on content engagement across platforms to provide insights for content marketing strategies.
Recommended
Recommended
More Related Content
What's hot
What's hot (17)
Similar to The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape is Shifting
Similar to The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape is Shifting (20)
More from IAB Canada
More from IAB Canada (20)
Recently uploaded
Recently uploaded (20)
The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape is Shifting
- 1. WEB PRESENCE ANALYTICS FOR AGENCIES & BRANDS The Business of Digital “The Media Landscape is Shifting” Krista LaRiviere Cofounder & CEO, gShift Director, SEMPO.org
- 2. @KristaLaRiviere @gShi0Labs #WhatTheShi0 1. Trends 2. The Collision, The Content, The Client 3. Discoverability, Data 4. Distribution 5. Amplification 6. Measurement Let’s Talk About…
- 3. @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 4. gShift helps marketers create smarter content. We enhance content marketing discoverability in search and social. We have proprietary engagement & performance metrics to prove it. gShift’s Software @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 5. gShi% lives at the data intersec1on of Content Marke1ng, Influencer Marke1ng & SEO. Social Influencers are now the distribu>on channels of brand content. Content Marketing Social Media Brands are demanding measured results of their investments into content crea>on. Unique content-‐level data across an en>re web presence including influencer analy>cs for decision making and repor>ng. Search engine op>miza>on is about brand discovery by keyword & content. SEO Influencer @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 6. @KristaLaRiviere @gShi0Labs #WhatTheShi0 kontextURLs – The World’s Smartest URL Track engagement of off-site and offline content by channel and influencer. Vanity short URL. Conversion pathways. Deep content engagement analytics from social combined with all your SEO data to prove content marketing investment.
- 7. SaaS platform collects and stores billions of content-level data points from search and social. We do this for 10,000+ brands and 6,000+ users in 22 countries. We transform big data into insights with intelligence for decision making. Analytics informs the content marketing workflow process helping content marketers create smarter content and prove engagement & performance of that content investment. gShift’s Software @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 8. #6: Discovered #5: Dominate #4: Difference #3: Delivered #2: Decisions #1: Data The Six D’s To Digital Discoverability @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 9. Digital Marketers Grapple with ROI @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 10. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 Behaviour & Technology “Where should I place my ad?” to “How do I deliver extraordinary branded moments?” The Media Landscape is Shifting
- 11. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 12. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 13. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 14. Content Marketing Social Media Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 15. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 16. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 17. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 18. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 Not CRM. Now it’s CMT
- 19. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 Not CRM. Now it’s CMT
- 20. @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 21. Mobile Has Gone Mainstream GSM Associa>on, Oct 7, 2014 7.2 billion people and devices @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 22. @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 23. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 24. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 25. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 26. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 27. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 28. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 29. What is this all about, really? “It’s about the long-‐term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.” -‐ Krista @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 30. Content Marketing Social Media Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 - Complete digital chaos - Media landscape shifting - Digital landscape shifting - Customer in control - Massive responsibility What do you do? What do you focus on? 1. Content 2. Distribution 3. Measurement 4. Collaborate The Perfect Storm
- 31. CONTENT IS THE KINGPIN “The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.” Adobe/EConsultancy @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 32. Content Marketing Social Media @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 33. 33 Brands are experiencing disruptive change with 67% of a customer’s digital interaction with brand content is off-site.
- 34. aware eval buy aware buy buy discover advocate discover aware eval discover inform inform inform eval eval eval aware inform advocate aware eval discover eval eval advocate advocate eval buy advocate discover 34 reality Buyers control their own journey 67% of the journey is off-site
- 35. Content Marketing Social Media , Paid Media @KristaLaRiviere @gShi0Labs #WhatTheShi0 Influencers,
- 36. 36 With gShi0… Content Search Social • Content Performance Cloud captures -‐ Content consumed -‐ Context -‐ compe>>ve insight -‐ Engagement journey • Informing Paid Ads Email Off-‐Line Content Performance Cloud Compe11ve | Content | Context | Engagement Informed Paid Adver1sing (what works) @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 37. Content Marketing Social Media @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 38. Content Marketing Social Media @KristaLaRiviere @gShi0Labs #WhatTheShi0 SEO & INFLUENCER MARKETING -‐ Using keywords to find influencers -‐ Understand audience profiles by demographics. -‐ Local influencer marke>ng -‐ Who’s talking about “smart water” and related topics. -‐ Lesser known influencers who can aggregately expand your poten>al audience reach. -‐ Managing and paying influencers. -‐ Tracking their impact through the funnel. -‐ Final repor>ng.
- 39. Content Marketing Social Media @KristaLaRiviere @gShi0Labs #WhatTheShi0 SEO & INFLUENCER MARKETING
- 40. @KristaLaRiviere @gShi0Labs #WhatTheShi0 SEO & INFLUENCER MARKETING @KristaLaRiviere @gShi0Labs #WhatTheShi0 Data: Tomoson
- 41. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0
- 42. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 Influencer Analy1cs
- 43. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 Influencer Analy1cs
- 44. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 Influencer Analy1cs
- 45. 45 Unified Reporting & Analytics Dashboard
- 46. Content Marketing Social Media SEO Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 Native Advertising is the natural bridge between Owned, Earned and Paid Content. Amplify through paid or kick start a campaign.
- 47. Content Marketing Social Media Influencer Amplifica1on @KristaLaRiviere @gShi0Labs #WhatTheShi0 Focus on: 1. Content 2. Distribution 3. Measurement 4. Collaborate The Perfect Opportunity