Shawn Amos shares his thoughts and experiences in the evolving world of content. Giving words of wisdom on using "mindfulness" to drive content.

1. Presented by Shawn Amos
Founder + CEO
19 February 2014
Thread Summit, Denver CO

2. Content Studio
c. 1970s

3. 1704
First US Newspaper
1922
Commercial Radio
1948
Commercial
Television
2007
iPhone
2004
2006
1998
1741
First US Magazine
2005

4. 2009-2014
Content Marketing

6. CONTENT MARKETING IS DEAD
2009 - 2014

7. The equivalent of
100 hours
of video is uploaded to
YouTube each minute
Twitter users send
400 million
tweets each day
Facebook users share
2.5 billion
pieces of content on the
site each day
(source: Nielsen, Kleiner Perkins Caufield & Byers)

8. U.S. Adults Are Now Spending More
Time on Digital Devices Than Watching
TV
Americans Spend 16 Minutes of Every
Hour Online on Social Networks
(source: eMarketer, Experian Marketing Services)

9. of People Trust Online
Reviews as Much as
Personal Recommendations
of Consumers Rely on
Social Media to Make
Purchase Decisions
of Brand Engagement on
Pinterest Is Generated
by Users
80% 74% 70%
(source: BrightLocal.com, ODM Group, Digitas/Curalate)

11. Four in 10 Social Media Users
Buy an Item After Sharing or Liking
It on Facebook, Twitter or Pinterest
(source: Vision Critical)

12. 43% of All Marketers
Found a Customer
via LinkedIn in 2013
52% of All Marketers
Have Found a Customer
via Facebook in 2013
&
(source: HubSpot)

13. 90% of
Consumers
Find Custom
Content Useful
(source: Custom Content Council)

14. 55% of B2B Content Marketers
Say Their Biggest Challenge Is
Producing Enough Content
(source: Content Marketing Institute/MarketingProfs)

15. Only 39% of B2C
Marketers Have a
Documented
Content Strategy
(source: Content Marketing Institute/MarketingProfs)

16. of B2Cof B2B marketers use
content marketing90%93%
(source: Content Marketing Institute/MarketingProfs)

17. Content
Mindfulness

18. mind·ful·ness
/ˈmīndfəlnəs/
"Mindful awareness can be defined as paying
attention to present moment experiences with
openness, curiosity, and a willingness to be
with what is.”

19. "Mindfulness from meditation associated with lower stress hormone”
"Mindfulness Linked With Emotional Well-Being And Improved Sleep”
"Mindfulness Meditation Reduces Loneliness in Older Adults”

20. The Mindful Brain
Emotional well-being
Greater creativity
Improved sleep
Increased focus and memory
Improved test scores
Lower stress

21. The Unmindful Brain
Sleep Disorders
Depression
Lack of focus
Lack of productivity
Stress

23. The great distractathon of content and resources and
news and information is actually just the spiritual
centeredness equivalent of a cat and a laser pointer.
Tracy Moore, Jezebel
“
”

24. TL;DR
Too Long; Didn’t Read

25. We've found effectively no
correlation between social shares
and people actually reading.
Chartbeat
“
”

26. vs.PAGE VIEWS ATTENTION TIME

27. (source: Upworthy)

28. Instead of selling, think educate, inspire, celebrate
and collaborate when you think of marketing.
Shalini Bahl, Mindful Universe
“
”

29. You must:
Your content must:
Demonstrate the unique ways your business fulfills your customers’ needs
Be in the moment
Be valuable and engaging
Have clear, specific goals and a plan to achieve those goals
Understand your customers’ needs and the world they live in
Understand each platform or medium you’ll be using

30. Spotlight on Colorado

31. “We don’t pursue being different as
much as being true. We balance
professionalism and execution with
being loose and fun.”
Personality

33. 1704
First US Newspaper
1741
First US Magazine

34. Demonstrate expertise,
not salesmanship

35. Curate for
your community

36. Become a
destination

37. Before jumping into the social
media fray, ask yourself:
Do I want to be in charge, or part of the community?Am I a social media user?How will I involve my customers?
Do I have the in-house resources
to maintain a long-term strategy?
What value am I providing my customers?

38. Hands on with content development

39. Write something about yourself
that most people don’t know
but you would like them to know.

40. Aside from your products,
name three things you want people
to know about your company.

41. Aside from your products,
name three things you think
your customers care about.

42. How can these customer and
company values translate into
compelling stories?

43. Q&A

44. shawn.amos@freshwire.com
www.freshwire.com
@ShawnAmos