1.
THOUGHT LEADERSHIP DISRUPTED:
NEW RULES FOR THE CONTENT AGE
Heather Taylor
@HeatherATaylor

2.
What we really need is a mindset shift that will make
us relevant to today’s consumers, a mindset shift
from ‘telling & selling’ to building relationships.
Jim Stengel
Former Global Marke3ng Officer
Procter & Gamble

3.
In associa3on with
In associa3on with

4.
WE ALL WANT TO CREATE
RELATIONSHIPS WITH OUR
CUSTOMERS

5.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
GOOD THINGS HAPPEN WHEN WE DO IT RIGHT
CONSUME
MORE
SHARE
MORE
z
PURCHASE
MORE
ADVOCATE
MORE
z

6.
BUT THE PROBLEM IS,
WE’RE DOING IT WRONG

7.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
AUDIENCES ARE REACHING CONTENT
OVERLOAD
3 in 5 global
executives admit
sometimes feeling
confused or
overwhelmed by the
volume of content
they encounter

8.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
YET MARKETERS KEEP CHURNING OUT CONTENT
80%
of marketers plan to
increase the
amount of thought
leadership content
they produce
Half of marketers
believe
<20%
of current output
gets engagement

9.
‘The challenge for B2B content is
that it competes in a huge array of
media fighting for time against
other always-on entertainment.’
John Rudaizky, Brand & Marketing
Leader, Partner, EY
WE STILL NEED TO FIND
A CONNECTION

10.
SO HOW DO WE CLOSE THE
CONTENT GAP?

11.
LESS IS MORE
RULE #1
RETURN TO THE FUNDAMENTALS

12.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
SURPRISE!
TEXT STILL MATTERS

13.
Developed Market, Exploratory Content
Developed Market, Decision Based Content
Emerging Market, Exploratory Content
Emerging Market, Decision Based Content
SHORT-FORM
HIGHLY VISUAL &
INTERACTIVE
IN-DEPTH, TEXT-BASED
CONTENT
MOBILE
LAPTOP
DEVICE
CONTENT
FORMAT
LOCATION & PURPOSE
1.19 billion people
in APAC go online
via mobile
90% of conversions
on the Economist
were generated via
desktop pages
The majority of
emerging markets
access content
via feature phone
80% of BDMs are
casually consuming
mobile video clips
85% of execs report
preferring text in the
form of articles over
video and audio
when making
business decisions

14.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
UTILITY IS KEY

15.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"

16.
GIVE THEM WHAT THEY WANT
(AND NEED)
NOT JUST WHAT YOU’RE
WILLING TO GIVE
RULE #2

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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
EXECUTIVES ARE HUNGRY FOR CONTENT

18.
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FOCUS ON THE AUDIENCE’S INTERESTS

19.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
BE CREDIBLE

20.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
AND LAY OFF THE SALES PITCH

21.
RULE #3
INNOVATE WITH DISTRIBUTION,
FORMAT AND CADENCE

22.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"

23.
MAKE SURE TO GET OUT
OF YOUR OWN WAY
RULE #4

24.
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MARKETERS ARE STILL BATTLING
INTERNAL DISCONNECTS

25.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016"
AND LOOKING FOR
ANSWERS IN ALL THE
WRONG PLACES

26.
WE MUST REMEMBER:
IT’S THEIR JOURNEY THAT MATTERS…

27.
…NOT TRYING TO STUFF THEM IN OUR
SALES FUNNEL

28.
SO WHAT ARE YOU
GOING TO DO?

29.
HEATHER TAYLOR
Director, Crea3ve Strategy - North America
@heatherAtaylor