Content Marketing is a massive buzzword... but why have we come to a 'strategic inflection point' in marketing? Is 'brands as publishers' a useful dictum? And how should publishers influence content marketers?
2. I’m James Carson
I run a Content Strategy consultancy.
I was formerly Head of Digital Marketing at Bauer
Media. I worked on FHM, Grazia, heat, Empire
amongst other magazine titles.
@mrjamescarson
http://uk.linkedin.com/in/jacarson85
www.carsoncontent.com
ABOUT ME…
10. SPONSORED CONTENT PRETTY F*$%ING AWESOME
Media consumers across the United States
are reporting this week that sponsored
content… is easily the coolest f*$%ing
published material anyone could ever
read or watch.
http://www.theonion.com/articles/sponsored-content-pretty-fucking-awesome,32479/
15. In five years, will every magazine be a retailer? Will
consumers look at a magazine that’s not shopable
and think it’s broken?
I think so. I think the magazines with pages laden
with product absolutely need to be shopable. One
hundred percent. Otherwise you’re just not delivering
service. It would be like going to [grocery app] Ocado
and having a look and then having to go to the
supermarket. They have to be shopable. But I think
there’s still a place for inspiration. There’s still an area
of entertainment. People still love books and
photography and art exhibitions. It’s lovely that
there’s still an appetite for great content and great
stories and we’ll play to that while having shopable
elements.
16. WE’RE NOT APPY, WE’RE NOT APPY AT ALL
http://digital.cabinetoffice.gov.uk/2013/03/12/were-not-appy-not-appy-at-all/
33. WE RARELY BEHAVE LIKE THIS
Search
££
Conversion
I want
something…
34. Lets stop dreaming about content
as an immediate conversion channel
£ £
£ £
£
35. AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
BLOG 5x A WEEK
MANAGE SOCIAL MEDIA
5X LARGE GUIDES
IMPROVED PRODUCT PAGE UX
SALES EMAIL
REWARDS FOR ENGAGEMENT
COMMUNITY
MANAGEMENT
50% INCREASE IN BASIC
SUBSCRIPTION CONVERSION
100% INCREASE IN ORGANIC
WEBSITE TRAFFIC IN 3
MONTHS
CREATION OF MEASURED ADVOCACY
PROGRAM (30 BRAND AMBASSADORS)
25% INCREASE IN ADVANCED
SUBSCRIPTION CONVERSION
25% INCREASE IN BRANDED SEARCH IN 3
MONTHS
42. entropy
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