Chris Gorell Barnes at WTF UK in London November 2016

1. T H E E V O L U T I O N O F
T H O U G H T L E A D E R S H I P
I N C O N T E N T M A R K E T I N G
C H R I S G O R E L L B A R N E S

3. ‘ C O N T E N T M A R K E T I N G I S A S T R AT E G I C
M A R K E T I N G A P P R O A C H F O C U S S E D O N
C R E AT I N G & D I S T R I B U T I N G VA L U A B L E ,
R E L E VA N T & C O N S I S T E N T C O N T E N T T O
AT T R A C T & R E TA I N A C L E A R LY D E F I N E D
A U D I E N C E , A N D U LT I M AT E LY, T O D R I V E
P R O F I TA B L E C U S T O M E R A C T I O N ’
- C O N T E N T M A R K E T I N G I N S T I T U T E

4. B O B H O F F M A N :
T H E A D C O N T R A R I A N
“ L I K E M O S T P E O P L E , W H E N Y O U H E A R S O M E
G E E K A Z O I D YA P P I N G A B O U T ‘ C O N T E N T ’ Y O U
P R O B A B LY P R E T E N D T O K N O W W H AT H E I S
TA L K I N G A B O U T. B U T Y O U D O N ’ T. A N D H E R E ’ S
T H E R E A L LY C O O L T H I N G - N E I T H E R D O E S H E ! ”

5. £
W H AT C O N S U M E R S
A R E I N T E R E S T E D
I N
W H AT B R A N D S
A R E I N T E R E S T E D
I N

6. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

7. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

8. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

9. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

10. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

11. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

12. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

14. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

15. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

16. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

19. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

20. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

21. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

22. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

23. 1 7 3 2
1 8 8 8
1 9 0 0
1 9 3 0 ’ S
1 9 8 7
1 9 9 0
1 9 6 8
2 0 0 6
2 0 0 7
2 0 1 4
2 0 1 3
2 0 1 4
1 8 8 2
2 0 0 0
2 0 0 3
2 0 1 6

24. C A M PA I G N C O N T E N T
P U B L I S H I N G C O N T E N T
C O N V E R S I O N C O N T E N T
C U LT U R E C O M M E R C E

25. B R A N D S H AV E T O S T O P I N T E R R U P T I N G
W H AT P E O P L E A R E I N T E R E S T E D I N A N D
B E W H AT P E O P L E A R E I N T E R E S T E D I N

26. T H I N K A U D I E N C E F I R S T
C U LT U R E T O C O M M E R C E
D ATA & T E C H N O L O G Y

27. T H A N K Y O U