With the internet and social media came the idea that brands could be publishers – owning channels where they could market to consumers directly. And now content marketing has grown to a $32.3 billion industry. Some brands even questioned buying and earning media at all. Why not just become the media? In fact brands like Red Bull and others have become true media companies. But in an age of infobesity when there’s more noise than ever with five exabytes of content created each day, do people really want more media? Is engagement through media the best option we have? Is there a better way for brands to connect with audiences? Leigh George, PhD, CEO of freedom, will explore these issues and more in an energy packed session full of actionable insights. You will learn: + Why building your strategy around media and content – paid, earned and owned platforms – is all wrong + How to escape the highly competitive content marketing landscape where it’s nearly impossible to stand out + What is a new model for engagement and action that prioritizes your brand’s relationship with your audiences over media platforms

1. freedom
Why Content Marketing is a Waste of Time…
and What You Should be Doing Instead

2. Marketing has always
focused on using media to
get peoples’ attention
@leighgeorge
freedom

3. Interruption marketing
doesn’t work

4. With the internet, brands could BE
the media
freedom
@leighgeorge

5. Some even became
media companies
freedom
@leighgeorge

6. The media
produced in just
60 seconds is
staggering
freedom
@leighgeorge

7. We’re buried in an avalanche of content
@leighgeorge
freedom

8. And we’re opting out…
Google Trends: “How to unsubscribe”
freedom
@leighgeorge

9. Wait!
Are becoming a media company
or even just content marketing
the only answers?
freedom
@leighgeorge

10. freedom
@leighgeorge
“Bring an empathy
to the design”

11. Really care about your audience
and understand their needs,
motivations and preferences
freedom
@leighgeorge

12. Understand what they are trying to do
freedom
@leighgeorge

13. @leighgeorge
Make it easy to get things done
freedom

14. Make the experience convenient
freedom
@leighgeorge

15. Make doing business with you enjoyable
freedom
@leighgeorge

16. Make demos buzz worthy
freedom
@leighgeorge

17. Make people feel special
freedom
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18. Don’t forget
@leighgeorge
1. Don’t separate your marketing from the product or service
you sell. Everything is a brand experience.
2. Practice empathy, understand what your audience needs
and consider how your purpose intersects with their
passions and the challenge they’re trying to solve.
3. Drive advocacy by making sure every interaction they have
with you is authentic, unique and supports audience needs
freedom

19. Leigh George, PhD
CEO, freedom
Email: leighgeorge@findfreedom.co
Twitter: @leighgeorge
LinkedIn: linkedin.com/in/leighgeorge
Let’s stay in touch
freedom
@leighgeorge

20. Slide 1: http://codesm.com/content-marketing-understand-the-important-dos-donts/
Slide 2: http://joewatchestv.blogspot.com/2013/09/how-to-advertise-at-me-buy-podcasts-and.html
Slide 3: http://a57.foxnews.com/global.fncstatic.com
Slide 4: Leigh George
Slide 5: RedBull Media House screenshot
Slide 6: http://blog.qmee.com/online-in-60-seconds-infographic-a-year-later/
Slide 7: http://www.theguardian.com/media-network/2015/may/18/content-overload-turn-off-audiences-brands-
publishers
Slide 8: Google Trends
Slide 9: http://www.gkmasterson.com/wp-content/uploads/2015/08/vibe-kevin-hart.jpg
Slide 10: http://www.fastcodesign.com/3050294/innovation-by-design/slacks-workplace-revolution?
utm_source=facebook
Slide 11: Leigh George
Slide 12: Leigh George
Slide 13: Apple and Ally screenshot
Slide 14: Dominos screenshot
Slide 15: Solestruck screenshot
Slide 16: Leigh George
Slide 17: Leigh George
Slide 18: https://www.readingkingdom.com/blog/2011/06/14/teaching-a-child-to-read-tips/
Image Credits
freedom
@leighgeorge