Content in todays communication landscape

1. MARKETING CONTENT IN TODAY S
COMMUNICATIONS LANDSCAPE

2. AGENDA
•Changing Times
•Search Engine Optimisationversus Social Media Optimisation
• Brand PR
•Content and Consumption
•ContentTargeting and
Engagement
•What has changed and
whatdoweneed to focus on

3. TIMES ARE CHANGING…
…SO ARE OUR JOBS

4. THE BRAIN OF A COMMUNICATOR IN 2010

5. START THINKINGCOMMUNITYNOTIGEOGRAPHY
As media and contentconsumption
is beingliberated from geography –
so should media and contentsupply.
•Everybody is nowlocal
•Everybody is now a stakeholder
• New technology, new participation,
new models
Tactics are wheregeography and
language come into play, but it should
not be a starting point for strategy.

6. SEO VS. SMO –
WHAT’S THE DIFFERENCE?
So we are all doingSearch Engine Optimisation (SEO)?
Howmany of us are doing and synching Social Media Optimisation (SMO)?

7. THE WHO, WHAT AND WHERE OF
STAKEHOLDERSEARCH
?
Do you know?
WHO is searching?
WHATtheysearch for?
WHERE they are located?
Toooften the answer to all the abovequestions is no!

8. BRAND PR
The classic branding questions for all organisations to answer
1. What are we all about ?
2. What are we best at ?
3. How do we convert that promise to the consumer?
Unlike traditional branding channels, brand PR is based on content which
tells a story

9. THE BRAND PR ”SWEET SPOT”
All Brand PR messaging must attempt to hit the sweet spot with your storytelling!!!

10. WHYDOESCONTENTMATTER?
It tells your story
It answerspeoplesquestions
It inspires and entertains
It motivates and educates
It managesexpectations
It brings your brand to life
It builds OR breaks trust
It drives decisionmaking!

11. WHATCONTENTPRODUCTSDO YOU CURRENTLYUSE?
Howmany of
thesetools are
you
currentlyresponsi
ble for?
Source

12. To understandcontent
marketing weneed to
understand the new model
of consumption.

13. PURCHASING HAS CHANGED
The oldmodel of buying
• Talk to an organisations sales representative
• Talk to a distributor or reseller
• Read productliterature
• See and act on an advert in relevant media

14. THE WORLD OF EDUCATEDBUYERS
In today’s world webaseourpurchasingdecisions on:
• Google searches
•Directengagement with companywebsites
• Online portals and websites
•Listening and acting on the opinions of
likemindedindividuals online (in our social
networks, influential bloggers wefollow)
The highlysought after WORD
OF MOUTH
has becomeWORD OF MOUSE.

15. JOURNALISM + MARKETING
= CONTENT MARKETING
Stakeholderengagement best achieved by Publishing NOT Marketing -
successful organisations that are winning the battle of information realise this…
…along with the productsthey offer, one of theircoreproducts is information.

16. WHAT IS MY CONTENTSTRATEGY?
Someusefulquestions to start with:
• How is my contentbeinggenerated?
• Who is generating my content?
• Am I using multiple formats?
• Am I making my contentaccessible?
• Am I making my content easy to view?
• Am I making my content easy to use and
share?

17. WHAT IS MY ENGAGEMENTSTRATEGY?
The 3 I’s of engagement:
INTERACTION
The action a person takeswhilst present at those touch points
INTIMACY
The affection a person holds for a brand
INFLUENCE
The likelihood a person is to advocate on behalf of a brand

18. THE KEY QUESTION FOR COMMUNICATORS
OVER THE NEXTFEWYEARS…
• Do wewant to stop being
Cinderella at the Marketing ball?
• As content marketing becomes
moreimportantdowewant
to gain a largershare of our
companies or clients’ marketing
spend?
• …if so:
Start shaping and targeting
ourmessaging and content like the marketers!

20. SWEDISH CONTENTCONSUMERS
AGED 18 – 24 VS. AGED 35 - 44

21. 3 KEY CONTENTCREATION TIPS
1,2,3
• Stop creating, writing and publishing
content for your CEO
• Start creating, writing and publishing content
for your customeraudience
•Remember - content is personal 

22. MOSTFOLLOWED PERSON ON TWITTER IN UK
GENERAL ELECTION

23. WHO’S JOB IS IT TO PRODUCECONTENT?
Who is your CEO?
ChiefEditorial Officer
Who is your ChiefConversation Officer?
Do you haveone or many?
Wheredoescontent come from?
Look internally - Clients Services, R&D, Engineering,
Sales, Productionetc
Identify and engage with your internal storytellers.
They will provide your Social Media Optimisation

24. COMMUNICATION IS AND ALWAYS HAS BEEN A
TWO WAY PROCESS
Today’s modern communicator needs to let go of news
management and control…
…and start thinking and engaging in news and reputation
x
conversation

25. SO WHAT HAS CHANGED?
Opportunity… Speed… Reach… ContentPlatforms…
What has notchanged?
The fundementals of good public relations
…A good story is still a good story
…Good writing is still goodwriting
…A headline (or 140 character elevator pitch) is
still whatcatchesattention
…Good relationshipbuilding is still whatsecurescoverage

26. A FINAL PIECE OF ADVICE…
Stop thinkingabout all the new
content PLATFORMS…
…Continuethinkingaboutcreating
innovative and engaging CONTENT!

27. BUTBEWARE OF THESEPEOPLE!
…I see and hearmany of thesepeoplewalking the streets of London, New
York and Stockholm!

28. WHERE TO FIND ME!!!
Jonathan Bean
Chief Operating Officer
Jonathan.bean@mynewsdesk.com
@jonobean
www.linkedin.com/in/jonathanpbean