14 andrew davis - why brands are becoming publishers - mashup mena conference
TRANSCRIPT
@andrew_davis
Content Marketing: Why Brands Are Becoming Publishers
26th November 2015
@andrew_davis
The3ImportantQuestions
Image: Copyright (c) 2015 The Worst Kept Secret Ltd
@andrew_davis
DisruptingIndustries
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BrandsBecomingPublishersThroughContent
@andrew_davis
KeyTakeaway
“WhydoIneedyourradiostation....Ihave50millionfans
onFacebook”
Source: 50 Cent
@andrew_davis
CustomerJourneyHasChanged
Source: Forrester Research
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1)Buyers
Source: Forrester Research
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ContentCapturesAttention
@andrew_davis
HowPeopleBuyIntoYourBrand
Know Like Trust Action
Source: The Worst Kept Secret
@andrew_davis
YouAreTellingStoriesThroughYourContent
• You need to build a personality and tonality
@andrew_davis
TheSocialCelebrity(Takeaway)
• You need to let people know about your brand
• You decide to use a celebrity• If you could get a celebrity:
– Who would you choose?– Why would you choose them?
• Remember: – They are your voice– Does their personality match your
cause?
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KeyTakeaway
“Youeitherbuildyourownaudienceoryouleveragesomeoneelse’s.”
Source: Ryan Moran
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2)Contributors
Source: Forrester Research
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KeyTakeaway
Source: Andrew Davis
“Youcannotcontrolwhatpeoplewillsayabout
you...butyoucaninfluencewhattheysee”
@andrew_davis
WhatHappensOnceIClickPublish?
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BuildGreatContent
Image: Copyright (c) 2015 The Worst Kept Secret Ltd
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IsThisTheReality?
Image: Copyright (c) 2015 The Worst Kept Secret Ltd
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ReasonsWhyPeopleShare
Share Me
Geeky Controversial
Cute
ShockingSexyUnbelievableExclusive
Random
Funny
@andrew_davis
SloMoGuys
@andrew_davis
SloMoGuysBreakdown
• Positioning– Tech geeks with a camera
• Action– Shoot all videos with a HD high speed
cinema camera
– Shoots various pranks and stunts
• Result
– Over 322m views & 3.46 million subscribers
– Estimated almost £200k (Part time)
@andrew_davis
KeyTakeaway
“Abrandisn’twhatyousayitis.ItiswhatGooglesaysitis...andalsosocialmedia”
Source: Chris Anderson, The Long Tail 2007 / Andrew Davis
@andrew_davis
ItIsStillBusinessAsUsual
Somewhere
Someone
Something
Image: Copyright (c) 2015 The Worst Kept Secret Ltd
@andrew_davis
DigitalPlatformsAreMovingTargets
