The document discusses how the media landscape is shifting towards content marketing, social media, influencer marketing and amplification. It describes gShift, a company that helps marketers create smarter content and enhance content discoverability in search and social through proprietary analytics. gShift collects data on content engagement across platforms to provide insights for content marketing strategies.
Uncover Insightful User Journey Secrets Using GA4 Reports
The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape is Shifting
1. WEB PRESENCE ANALYTICS
FOR AGENCIES & BRANDS
The Business of Digital
“The Media Landscape is Shifting”
Krista LaRiviere
Cofounder & CEO, gShift
Director, SEMPO.org
2. @KristaLaRiviere
@gShi0Labs
#WhatTheShi0
1. Trends
2. The Collision, The Content, The Client
3. Discoverability, Data
4. Distribution
5. Amplification
6. Measurement
Let’s Talk About…
4. gShift helps marketers
create smarter content.
We enhance content
marketing discoverability in
search and social.
We have proprietary
engagement & performance
metrics to prove it.
gShift’s Software
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
5. gShi%
lives
at
the
data
intersec1on
of
Content
Marke1ng,
Influencer
Marke1ng
&
SEO.
Social
Influencers
are
now
the
distribu>on
channels
of
brand
content.
Content
Marketing
Social
Media
Brands
are
demanding
measured
results
of
their
investments
into
content
crea>on.
Unique
content-‐level
data
across
an
en>re
web
presence
including
influencer
analy>cs
for
decision
making
and
repor>ng.
Search
engine
op>miza>on
is
about
brand
discovery
by
keyword
&
content.
SEO
Influencer
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
6. @KristaLaRiviere
@gShi0Labs
#WhatTheShi0
kontextURLs – The World’s Smartest URL
Track engagement of off-site and
offline content by channel and
influencer.
Vanity short URL.
Conversion pathways.
Deep content engagement
analytics from social combined
with all your SEO data to prove
content marketing investment.
7. SaaS platform collects and stores
billions of content-level data
points from search and social.
We do this for 10,000+ brands
and 6,000+ users in 22 countries.
We transform big data into
insights with intelligence for
decision making.
Analytics informs the content
marketing workflow process
helping content marketers create
smarter content and prove
engagement & performance of
that content investment.
gShift’s Software
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
8. #6:
Discovered
#5:
Dominate
#4:
Difference
#3:
Delivered
#2:
Decisions
#1:
Data
The Six D’s To Digital Discoverability
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
10. Content
Marketing
Social
Media
SEO
Influencer
Amplifica1on
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
Behaviour
&
Technology
“Where
should
I
place
my
ad?”
to
“How
do
I
deliver
extraordinary
branded
moments?”
The Media Landscape is Shifting
29. What is this all about, really?
“It’s
about
the
long-‐term
process
of
enhancing
both
the
brand's
web
presence
asset
and
the
opportunity
for
discoverability
in
search
and
social,
throughout
the
prospect's
buying
cycle
and
across
any
device.”
-‐
Krista
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
30. Content
Marketing
Social
Media
Influencer
Amplifica1on
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
- Complete digital chaos
- Media landscape shifting
- Digital landscape shifting
- Customer in control
- Massive responsibility
What do you do? What do you
focus on?
1. Content
2. Distribution
3. Measurement
4. Collaborate
The
Perfect
Storm
31. CONTENT
IS THE
KINGPIN “The most important
opportunity is content
as this pervades all the
digital media that we
are using to reach our
audiences.”
Adobe/EConsultancy
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
38. Content
Marketing
Social
Media
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
SEO & INFLUENCER MARKETING
-‐ Using
keywords
to
find
influencers
-‐ Understand
audience
profiles
by
demographics.
-‐ Local
influencer
marke>ng
-‐ Who’s
talking
about
“smart
water”
and
related
topics.
-‐ Lesser
known
influencers
who
can
aggregately
expand
your
poten>al
audience
reach.
-‐ Managing
and
paying
influencers.
-‐ Tracking
their
impact
through
the
funnel.
-‐ Final
repor>ng.
46. Content
Marketing
Social
Media
SEO
Influencer
Amplifica1on
@KristaLaRiviere
@gShi0Labs
#WhatTheShi0
Native Advertising is
the natural bridge
between Owned,
Earned and Paid
Content.
Amplify through paid
or kick start a
campaign.