Why Content Matters

GOT CONTENT? WHY CONTENT MATTERS Communication more fragmented than ever OLD NEW TWO WAY organisation organisation importance of listening advertising blogs advertising direct mail social media press release events forum press relations Twitter YouTube 100s newspapers web channels newspaper news sites comment sections magazine 2 TV channels magazines newsletters 100s TV channels audience audience More channels harder to reach someone The content paradox: "last night I watched..." "last night I surfed..." me too I heard such... me too me too saw this... me too I read that... one agenda different agenda's PREPARE (CONTENT FOR FRAGMENTATION content paid media owned media earned media advertising twitter-feed 3rd party coverage blog newsletter press release opinion article YouTube case story channel expert story Age of real-time FAST CONTENT Now! News breaks in minutes, not days: 8868 Tweets per seconde when Beyoncé announced her pregnancy during show People spend more then half their time online with content An additional 30% of time online is spent in places Where content can be shared TIME SPENT ON THE WEB Social Facebook, Twitter, Yahoo! Mail, 23% Media Portals, entertainment, news/info, lifestyles Published Gmail, AOL Mail content 53% 7% and auto Email 23%* *27,000,000 of social media Pieces of content are messages include links to content shared each day * these figures do not include messages about or related to content - only that share it The conversation around Content content is likely a much larger percentage published articles, videos and photos - not family videos or party pics How companies are using it? The most popular content marketing tactics used by businesses today (79% 78% 51% social media article posting blogs (excluding blogs) 42% 41% 31% 30% print magazines videos promotion content in microsites traditional media Do you have a story? NO YES Create one Share it! - polls - brainstorm - listening, research - participation online - opinion - expert story - Where? - When? - With whom? - Which form? - cases - customers GOT CONTENT? SHARE IT! ONE WAY TWO WAY GOT CONTENT? WHY CONTENT MATTERS Communication more fragmented than ever OLD NEW TWO WAY organisation organisation importance of listening advertising blogs advertising direct mail social media press release events forum press relations Twitter YouTube 100s newspapers web channels newspaper news sites comment sections magazine 2 TV channels magazines newsletters 100s TV channels audience audience More channels harder to reach someone The content paradox: "last night I watched..." "last night I surfed..." me too I heard such... me too me too saw this... me too I read that... one agenda different agenda's PREPARE (CONTENT FOR FRAGMENTATION content paid media owned media earned media advertising twitter-feed 3rd party coverage blog newsletter press release opinion article YouTube case story channel expert story Age of real-time FAST CONTENT Now! News breaks in minutes, not days: 8868 Tweets per seconde when Beyoncé announced her pregnancy during show People spend more then half their time online with content An additional 30% of time online is spent in places Where content can be shared TIME SPENT ON THE WEB Social Facebook, Twitter, Yahoo! Mail, 23% Media Portals, entertainment, news/info, lifestyles Published Gmail, AOL Mail content 53% 7% and auto Email 23%* *27,000,000 of social media Pieces of content are messages include links to content shared each day * these figures do not include messages about or related to content - only that share it The conversation around Content content is likely a much larger percentage published articles, videos and photos - not family videos or party pics How companies are using it? The most popular content marketing tactics used by businesses today (79% 78% 51% social media article posting blogs (excluding blogs) 42% 41% 31% 30% print magazines videos promotion content in microsites traditional media Do you have a story? NO YES Create one Share it! - polls - brainstorm - listening, research - participation online - opinion - expert story - Where? - When? - With whom? - Which form? - cases - customers GOT CONTENT? SHARE IT! ONE WAY TWO WAY GOT CONTENT? WHY CONTENT MATTERS Communication more fragmented than ever OLD NEW TWO WAY organisation organisation importance of listening advertising blogs advertising direct mail social media press release events forum press relations Twitter YouTube 100s newspapers web channels newspaper news sites comment sections magazine 2 TV channels magazines newsletters 100s TV channels audience audience More channels harder to reach someone The content paradox: "last night I watched..." "last night I surfed..." me too I heard such... me too me too saw this... me too I read that... one agenda different agenda's PREPARE (CONTENT FOR FRAGMENTATION content paid media owned media earned media advertising twitter-feed 3rd party coverage blog newsletter press release opinion article YouTube case story channel expert story Age of real-time FAST CONTENT Now! News breaks in minutes, not days: 8868 Tweets per seconde when Beyoncé announced her pregnancy during show People spend more then half their time online with content An additional 30% of time online is spent in places Where content can be shared TIME SPENT ON THE WEB Social Facebook, Twitter, Yahoo! Mail, 23% Media Portals, entertainment, news/info, lifestyles Published Gmail, AOL Mail content 53% 7% and auto Email 23%* *27,000,000 of social media Pieces of content are messages include links to content shared each day * these figures do not include messages about or related to content - only that share it The conversation around Content content is likely a much larger percentage published articles, videos and photos - not family videos or party pics How companies are using it? The most popular content marketing tactics used by businesses today (79% 78% 51% social media article posting blogs (excluding blogs) 42% 41% 31% 30% print magazines videos promotion content in microsites traditional media Do you have a story? NO YES Create one Share it! - polls - brainstorm - listening, research - participation online - opinion - expert story - Where? - When? - With whom? - Which form? - cases - customers GOT CONTENT? SHARE IT! ONE WAY TWO WAY GOT CONTENT? WHY CONTENT MATTERS Communication more fragmented than ever OLD NEW TWO WAY organisation organisation importance of listening advertising blogs advertising direct mail social media press release events forum press relations Twitter YouTube 100s newspapers web channels newspaper news sites comment sections magazine 2 TV channels magazines newsletters 100s TV channels audience audience More channels harder to reach someone The content paradox: "last night I watched..." "last night I surfed..." me too I heard such... me too me too saw this... me too I read that... one agenda different agenda's PREPARE (CONTENT FOR FRAGMENTATION content paid media owned media earned media advertising twitter-feed 3rd party coverage blog newsletter press release opinion article YouTube case story channel expert story Age of real-time FAST CONTENT Now! News breaks in minutes, not days: 8868 Tweets per seconde when Beyoncé announced her pregnancy during show People spend more then half their time online with content An additional 30% of time online is spent in places Where content can be shared TIME SPENT ON THE WEB Social Facebook, Twitter, Yahoo! Mail, 23% Media Portals, entertainment, news/info, lifestyles Published Gmail, AOL Mail content 53% 7% and auto Email 23%* *27,000,000 of social media Pieces of content are messages include links to content shared each day * these figures do not include messages about or related to content - only that share it The conversation around Content content is likely a much larger percentage published articles, videos and photos - not family videos or party pics How companies are using it? The most popular content marketing tactics used by businesses today (79% 78% 51% social media article posting blogs (excluding blogs) 42% 41% 31% 30% print magazines videos promotion content in microsites traditional media Do you have a story? NO YES Create one Share it! - polls - brainstorm - listening, research - participation online - opinion - expert story - Where? - When? - With whom? - Which form? - cases - customers GOT CONTENT? SHARE IT! ONE WAY TWO WAY GOT CONTENT? WHY CONTENT MATTERS Communication more fragmented than ever OLD NEW TWO WAY organisation organisation importance of listening advertising blogs advertising direct mail social media press release events forum press relations Twitter YouTube 100s newspapers web channels newspaper news sites comment sections magazine 2 TV channels magazines newsletters 100s TV channels audience audience More channels harder to reach someone The content paradox: "last night I watched..." "last night I surfed..." me too I heard such... me too me too saw this... me too I read that... one agenda different agenda's PREPARE (CONTENT FOR FRAGMENTATION content paid media owned media earned media advertising twitter-feed 3rd party coverage blog newsletter press release opinion article YouTube case story channel expert story Age of real-time FAST CONTENT Now! News breaks in minutes, not days: 8868 Tweets per seconde when Beyoncé announced her pregnancy during show People spend more then half their time online with content An additional 30% of time online is spent in places Where content can be shared TIME SPENT ON THE WEB Social Facebook, Twitter, Yahoo! Mail, 23% Media Portals, entertainment, news/info, lifestyles Published Gmail, AOL Mail content 53% 7% and auto Email 23%* *27,000,000 of social media Pieces of content are messages include links to content shared each day * these figures do not include messages about or related to content - only that share it The conversation around Content content is likely a much larger percentage published articles, videos and photos - not family videos or party pics How companies are using it? The most popular content marketing tactics used by businesses today (79% 78% 51% social media article posting blogs (excluding blogs) 42% 41% 31% 30% print magazines videos promotion content in microsites traditional media Do you have a story? NO YES Create one Share it! - polls - brainstorm - listening, research - participation online - opinion - expert story - Where? - When? - With whom? - Which form? - cases - customers GOT CONTENT? SHARE IT! ONE WAY TWO WAY GOT CONTENT? WHY CONTENT MATTERS Communication more fragmented than ever OLD NEW TWO WAY organisation organisation importance of listening advertising blogs advertising direct mail social media press release events forum press relations Twitter YouTube 100s newspapers web channels newspaper news sites comment sections magazine 2 TV channels magazines newsletters 100s TV channels audience audience More channels harder to reach someone The content paradox: "last night I watched..." "last night I surfed..." me too I heard such... me too me too saw this... me too I read that... one agenda different agenda's PREPARE (CONTENT FOR FRAGMENTATION content paid media owned media earned media advertising twitter-feed 3rd party coverage blog newsletter press release opinion article YouTube case story channel expert story Age of real-time FAST CONTENT Now! News breaks in minutes, not days: 8868 Tweets per seconde when Beyoncé announced her pregnancy during show People spend more then half their time online with content An additional 30% of time online is spent in places Where content can be shared TIME SPENT ON THE WEB Social Facebook, Twitter, Yahoo! Mail, 23% Media Portals, entertainment, news/info, lifestyles Published Gmail, AOL Mail content 53% 7% and auto Email 23%* *27,000,000 of social media Pieces of content are messages include links to content shared each day * these figures do not include messages about or related to content - only that share it The conversation around Content content is likely a much larger percentage published articles, videos and photos - not family videos or party pics How companies are using it? The most popular content marketing tactics used by businesses today (79% 78% 51% social media article posting blogs (excluding blogs) 42% 41% 31% 30% print magazines videos promotion content in microsites traditional media Do you have a story? NO YES Create one Share it! - polls - brainstorm - listening, research - participation online - opinion - expert story - Where? - When? - With whom? - Which form? - cases - customers GOT CONTENT? SHARE IT! ONE WAY TWO WAY