Post on 04-Jun-2015
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Welcome to the Age of Content Marketing
CONTENT MARKETING: WHY IT’S HERE AND WHY IT’S NOT GOING AWAY
NAD ANNUAL CONFERENCE 2014 KEYNOTE ADDRESS
Welcome to the Age of Content Marketing
Alex Morrison SVP, Director of Digital Marketing
Grey Group
alexmorrison@grey.com Follow Me: @alexgmorrison
We now live in an age where a celebrity can sue a drug store over a tweet
?!?
It’s either the scariest or most exciting time
HOW DID WE GET HERE?
Multi-screening means less focus on any one thing
The Most Used Gesture In The World
MYLIFE
YOURBRAND>
Brands can no longer rely on campaigns that ask for attention
but give nothing in return
What people care about
What the brand cares about
Welcome to the Age of Content Marketing
Welcome to the Age of Brand as Publisher
This is Not A New Idea…
In 1900 Michelin published the first edition of a guide for French motorists. At the time there were fewer than 3,000 cars in France,
and the Michelin guide was intended to boost the demand for
cars, and thus for car tires.
“Find what people care about and make it better.”
A (more) modern example…
Wine Library TV featured wine reviews and advice on wine
appreciation. Episodes taped Monday through Thursday,
answering questions submitted via social media.
$4 Mil
$60 Mil
Year 1 Year 2 Year 3 Year 4 Year 5
Content marketing is not advertising.
It’s the fuel for conversation
& engagement.
Enter: The Feed Content Reduced To Its Most Atomic Form
In a world where people check their phones 150 times per day, brands have learned to Love the Feed.
*Kleiner Perkins Study 2013
time
CAPACITY TO CONSUME CONTENT (i.e. # of stories per day)
AMOUNT OF CONTENT
Too Much Content, Not Enough Time
time
AMOUNT OF CONTENT
CAPACITY TO CONSUME CONTENT (i.e. # of stories per day)
The Rise of Feeds
The New Normal For Brands: More Content + More Often + Less Depth of Engagement
*An April Fool’s Joke
*An April Fool’s Joke
How do brands remain relevant in a world dominated by The Feed?
Usefulness drives relevance
VS.
x
Timeliness drives relevance
#BENDGATE
Authenticity drives relevance
- Joseph Tripodi, CMO of Coca-Cola
Everything that we do has to be dealing with these new ways of consumer
engagement. That’s the new world order we’re living in.
If we don’t evolve, we’re going to die.”
It’s a new world.
Let’s collaborate & shape it together.
Welcome to the Age of Content Marketing
Questions?
alexmorrison@grey.com Follow Me: @alexgmorrison
Welcome to the Age of Content Marketing
Thank you.
alexmorrison@grey.com Follow Me: @alexgmorrison