Content Marketing

1. @andrew_davis
Content Marketing: Why Brands Are Becoming
Publishers
26th November 2015

2. @andrew_davis
The 3 Important Questions
Image: Copyright (c) 2015 The Worst Kept Secret Ltd

3. @andrew_davis
Disrupting Industries

4. @andrew_davis
Brands Becoming Publishers Through Content

5. @andrew_davis
Key Takeaway
“Why do I need your radio
station....I have 50 million fans
on Facebook”
Source: 50 Cent

6. @andrew_davis
Customer Journey Has Changed
Source: Forrester Research

7. @andrew_davis
1) Buyers
Source: Forrester Research

8. @andrew_davis
Content Captures Attention

9. @andrew_davis
How People Buy Into Your Brand
Know Like Trust Action
Source: The Worst Kept Secret

10. @andrew_davis
You Are Telling Stories Through Your Content
• You need to build a personality and tonality

11. @andrew_davis
The Social Celebrity (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?

12. @andrew_davis
Key Takeaway
“You either build your own audience or
you leverage someone else’s .”
Source: Ryan Moran

13. @andrew_davis
2) Contributors
Source: Forrester Research

14. @andrew_davis
Key Takeaway
Source: Andrew Davis
“You cannot control what
people will say about
you...but you can influence
what they see”

15. @andrew_davis
What Happens Once I Click Publish?

16. @andrew_davis
Build Great Content
Image: Copyright (c) 2015 The Worst Kept Secret Ltd

17. @andrew_davis
Is This The Reality?
Image: Copyright (c) 2015 The Worst Kept Secret Ltd

18. @andrew_davis
Reasons Why People Share
Share
Me
Geeky Controversial
Cute
Shocking
SexyUnbelievable
Exclusive
Random
Funny

19. @andrew_davis
Slo Mo Guys

20. @andrew_davis
Slo Mo Guys Breakdown
• 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)

21. @andrew_davis
Key Takeaway
“A brand isn’t what you say it
is. It is what Google says it
is...and also social media”
Source: Chris Anderson, The Long Tail 2007 / Andrew Davis

22. @andrew_davis
It Is Still Business As Usual
Somewhere
Someone
Something
Image: Copyright (c) 2015 The Worst Kept Secret Ltd

23. @andrew_davis
Digital Platforms Are Moving Targets

24. @andrew_davis
Andrew Davis
Ø andrew@twks.co.uk
Ø andrew_davis
Ø /andrewmdavis