Bloggers, Blaggers & Bandits - The World of Content (By Andy Wood)
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Content marketing has exploded and is not going away. Yet, you need consistently great content that's on-strategy, and you need to deliver it in a regular and ongoing programme. This presentation looks at how to achieve this, some of the ways your communications programme can benefit and some of the brands already doing this well.
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Bloggers, Blaggers & Bandits - The World of Content (By Andy Wood)
- 1. THE WORLD OF CONTENT BLOGGERS, BLAGGERS & BANDITS
- 3. WHOWEARE A digital agency providing Strategic, Creative & Technical expertise… “ ”
- 4. OURCLIENTS
- 5. CONTENT IS OFTEN NOW THE DIRECT RESPONSIBILITY OFASENIOR DIRECTOR ECONSULTANCY RESEARCH, FEB 2014
- 17. ‘We believe Adobe should have a strong industry voice, and that it’s our responsibility to cover the market place, providing helpful and relevant content for our customers and prospects. The more our readers know and understand, the better for them and for Adobe’ (Tim Moran, Editor-in-Chief, CMO.com)
- 18. Testimonials… ‘CMO’s continued efforts to provide high-quality curation of valuable content from a hand-picked group of quality sources combine to make it one of the best examples of successful curation available in the corporate world’ ‘Editors curate top stories daily from leading business and marketing trade publications, in addition to publishing original, interviews and thought pieces. This smart content is spot-on for my peers and me and makes CMO.com an important part of our daily media diet.’
- 19. …strategic content curation as a means of establishing thought leadership. …investing significant time, effort and resources into creating a trusted online destination.
- 21. "We already have a large part of the pie so our biggest opportunity is with small business growth--if they grow, we grow." (Mary Ann Fitzmaurice Reill, CMO AmEX Open)
- 22. ‘When we first launched, any comment required you to log in and register. Then we realised if we allowed people to comment through their LinkedIn login, engagement literally doubled. Almost overnight.’ (Scott Roen, VP of Digital Marketing)
- 23. ‘Roughly 85 – 90% of our traffic comes from organic means. Not advertising.’ (Scott Roen, VP of Digital Marketing, AmEx) ‘It takes a small army of content producers, both internal and external.’ (Mary Ann Fitzmaurice Reill, CMO AmEX Open)
- 25. “Sustainable living is at the heart of Unilever's purpose. We have made great progress to reduce the environmental impact of our own operations and are now focussing on helping the millions of consumers who use our products every day to live more sustainable lifestyles.“ Jon Goldstone, VP Brand Building Foods & Refreshment Unilever UK & Ireland
- 30. “Our partnership with Guardian Labs presents us with an innovative and unique way of engaging with a greater number of consumers than ever before, in their homes and on the move, on a subject which is core to both Unilever and the Guardian's values - sustainability.” Jon Goldstone, VP Brand Building Foods & Refreshment Unilever UK & Ireland
- 33. Paul Polman, CEO Unilever
- 36. Paul Polman, CEO Unilever
- 38. Andy Wood, Strategy Director andy.wood@freestyleinteractive.co.uk @freestyleint Alan Cooper, Founder alan.cooper@freestyleinteractive.co.uk Harwoods House 60 Ave Charles de Gaulle Banbury Road 92200 Neuiily sur Seine Ashorne Paris Warwickshire, UK CV35 0AA +44 1926 652832 www.freestyleinteractive.co.uk +44 7973 746033 @freestyleint
Notes de l'éditeur
- Altimeter- silicon valley-based research and advisory firm Larger companies are now embracing the Kraft and Coca-Cola model of a content centre of excellence Content resource often begins by being relatively dispersed across an organisation, but as capability increases it often comes together into a centralised team or unit
- Social media has made corporate reputations even more transparent The bank giant held a question and answer session on Twitter Following hours of ridicule, the bank chose to cancel its Q&A rather than attempt to answer the questions (‘What’s your favourite kind of whale?)
- ‘@jpmorgan could you cancel your criminal trading operations next?’
- Tesco was at the centre of the horsemeat scandal in Jan 2013 This pre-scheduled tweet (complete with the decidedly equine ‘hit the hay’) was posted in the midst of the furore
- ‘Not sure Tesco should make horse jokes’
- Conservative Chairman, Grant Shapps’ Twitter post
- Adobe – CMO.com Adobe: one of the largest software and analytics companies in the world CMO.com The Chief Marketing Officer’s ‘one-stop-shop for digital marketing insight’ – a ‘can’t miss for senior marketers’ Aims to help CMOs and senior marketing executives stay informed and save time by providing digital marketing news from key players in the space Original exclusive content and curates insights from around the web to establish themselves as the go-to resource for CMOs, their target audience
- Channels: CMO.com (American and European sites) Two weekly e-newsletters: Top 10 insights - editors choose the 10 most popular articles from CMO.com each week News in Review - a digest of the digital-marketing news of the week - ‘A way to keep up with the fast-paced world of digital’ Twitter (33.5K followers) and Facebook (2,430 likes) Content: ‘They chose to curate, rather than create, at the outset’ Digital marketing news and insights for Chief Marketing Officers and Senior Marketing Executives - ‘For and by marketing leaders’ CMO comprises news stories, blogs and articles, interviews and slideshows Focus on curated content: CMO.com features a wealth of curated content from more than 150 sources (including eMarketer, brandchannel.com, Marketing Week, M&M Global, The Drum, NY Times) Adobe aggregates ‘the best of the best’ content from across the web, collecting, organising and filtering content around their own field of expertise Started producing (as well as curating) content in 2011, see ‘CMO exclusives’ ‘CMO’s continued efforts to provide high-quality curation of valuable content from a hand-picked group of quality sources combine to make it one of the best examples of successful curation available in the corporate world’ ‘Editors curate top stories daily from leading business and marketing trade publications, in addition to publishing original, interviews and thought pieces. This smart content is spot-on for my peers and me and makes CMO.com an important part of our daily media diet.’
- American Express - OPEN Forum
- Unilever- contract with Guardian Labs - Project Sunlight
- Unilever- Guardian advertorial content Marketing campaign – Project Sunlight (multi channels, LOT of social media, UGC) More than a marketing campaign Sustainability as a driver for growth – Thomas Lingard Global Director External Affairs / Global Advocacy Director Challenging the Corporate Status Quo – Paul Polman 10 year plan Sustainable living plan – double sales and halve the environmental impact of products in 10 years Actively promoting a long term sustainable policy ‘in sync with societal needs’ as a route to long term profitability Reducing speculative hedge fund share ownerships from 15 to 5% in 3 years = reduces fluctuations in share price Marketing is joined to the history of the company – William Lever 1885, Sunlight soap, Port Sunlight, village in North West England offering good housing and living standards to workers.
- William Lever 1st Viscount Leverhulme 1885 The sight of such wretchedness and poverty left an impression on William Lever which influenced him in the building of Port Sunlight