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Content marketing, the use of publishing channels instead of advertising channels to achieve marketing goals, has been heralded as the future of digital marketing. But what exactly is content marketing? Why does it matter? How does it work, and who is doing it right? Find out in this quick primer on content marketing from SYZYGY Group’s digital strategist, consumer psychologist Dr. Paul Marsden.
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What the ?#%& is Content Marketing?
Dr. Paul Marsden
What the $@&%*! is
Content Marketing anyway?
!Dr P Marsden @marsattacks
A Story of Chuff Charts and Super Models…
Gisele Bündchen
publishes shoppable magazine
\
Hatsune Miku
Tour Dates 2014 !
8.8.14 Seattle 9.8.14 Vancouver
30.8.14 Osaka 20.9.14 Tokyo
11.10.14 Los Angeles 17.10.14 New York
publishes virtual concert
Naomi Watts
creates self-publishing products
Candice Swanepoel
Technology has made publishing sexy again!
publishes shoppable videos
Then… Now…
The printing press (Johannes Gutenberg1450) The Internet - digital printing press
Technology has made content marketing sexy again!
Content Marketing (n) using publishing channels instead of advertising channels to achieve marketing objectives
Technology has made content marketing sexy again!- Shoppable Publications! - Self-Publishing Products! - (Virtual) Event Publishing! - Location-aware Publishing! - Video/Game Publishing! - Personalised Publishing! - Real-time Publishing! - Second Screen Publishing! - …
Technology has made content marketing sexy and scalable
Search Culture & the ‘Google Effect’
Brand
PublishingAdvertising
Audience
g
Beyond clogging up user feeds with junk…
Beyond clogging up user feeds with junk…
Beyond clogging up user feeds with junk…
…or deceptive ‘native’ advertorials and sponsored content
…moving beyond repurposing analogue content
Content marketing innovation means winning attention with real value
Where to start? Two insights from media psychology
Where to start? Two insights from media psychology
Content Consumption Capacity
Content Production
Content Overload
Digital Publishing
Where to start? Two insights from media psychology
‘Uses & Gratifications’ Framework
Help Me!(Solutions)
Entertain Me!(Smiles)
Help Me! Targeting pain points in the consumer journey…
=10 = orgasmic
= 0 = suicidal
‘chuff chart’
Help Me! Targeting pain points in the consumer journey…
=10 = orgasmic
= 0 = suicidal
‘chuff chart’
Help Me! Targeting pain points in the client journey…
Entertain Me! Content that makes me smile
Entertain Me! Content that makes me smile!
So what the $@&%*! is Content Marketing?
Digital publishing innovation forsmiles and solutions
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