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Content for an open world

Content for an open world. What? . CONTENT MARKETING IS THE PROCESS OF CREATING BRAND AND CONSUMER VALUE THROUGH CONTENT. Think content not as a form of execution, but as a form of strategy . ENGAGEMENT and the need to earn attention PRODUCTION is no longer the domain of the few

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Content for an open world

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  1. Content for an openworld

  2. What? CONTENT MARKETING IS THE PROCESS OF CREATING BRAND AND CONSUMERVALUE THROUGH CONTENT Think content not as a form of execution, but as a form of strategy

  3. ENGAGEMENT and the need to earn attention PRODUCTION is no longer the domain of the few SOCIAL and the value of earned distribution SEARCH increasinglyrewards content rewards c WHY ?

  4. SEVEN Steps FOR OPEN WORLD CONTENT

  5. #1Start with the end in mind? Campaign – led Social – Led Transaction –Led A Campaign led approach is where the content idea forms the heart of a multichannel campaign A Social led approach sees a brand drip feed content through social platforms A transaction-led approach focuses content at specific stages of the path to purchase

  6. Select where in the customer lifecycle you want to generate value Content that is often general in nature that is designed to interest people in a topic Acquisition Content that is often designed to motivate towards an outcome or to overcome barriers Conversion Content that is often specific, and detailed in nature, that is designed to reward those interested in that topic Retention

  7. Build a new people centric model ZO Content Model Advertising Model

  8. #2. Understand what content people value(within your world) Social listening Search habits Topics of Interests

  9. #3. Understand how people consume this content?

  10. To bring inspiration and innovation to every athlete in the world. #4. Define your purpose : Great content is around brands, not just about them To help mates enjoy the great Australian Outdoors

  11. #5 Build a distribution experience Don’t plan for Viral! Owned Assets First Make it discoverable Fuelled by Paid Ignite Earned Align content and search strategies Own the consumer experience & Work to own the means of distribution Traditional paid, Native and PR are all tactics to distribute Make it sharable

  12. Real time marketing can increase cut through and sharability But Think Planned Spontaneity

  13. Plan for people to experience one piece of content in different formats as they journey across different platforms

  14. Partner Create #6. explore multiple ways to produce content. Creative Communities Curate

  15. #7 Embrace the imperfect and learn as you go

  16. 1 2 3 4 5 6 7 Start with the end in mind Conduct Consumer content audit Conduct Consumer usage audit Define brand purpose Distribute for experience at scale Creatively Create Fail fast and change things

  17. Questions? @Gary_Peace

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