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Content Marketing and the War for Attention: The Rise of Rich Media and How to Work Smarter With You - Andrew Jenkins, Volterra Consulting

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Content Marketing and the War for Attention: The Rise of Rich Media and How to Work Smarter With You - Andrew Jenkins, Volterra Consulting

Content Marketing and the War for Attention: The rise of rich media and how to work smarter with your content rather than harder.
Cisco predicts that by the end of 2022 80% of social media content will be video. Add the fact that Youtube is one of the top websites for time spent and Instagram, Snapchat and TikTok have some of the most engaged audiences because of their reliance on rich media content. Furthermore, native video gets preferential treatment on most social platforms. What does this mean to marketers? How do you get your audience to stop the scroll and engage with your content? How can you produce rich media content with limited to nonexistent resources and budgets? In this session you will be presented with the latest insights regarding video and rich media, our consumption habits, and related strategies to engage and grow an audience and, most importantly, how to do it efficiently and cost effectively. You will also learn how to repurpose and rotate your content to extend its shelf life and squeeze every bit of value out of every piece of content you create or curate.

Content Marketing and the War for Attention: The rise of rich media and how to work smarter with your content rather than harder.
Cisco predicts that by the end of 2022 80% of social media content will be video. Add the fact that Youtube is one of the top websites for time spent and Instagram, Snapchat and TikTok have some of the most engaged audiences because of their reliance on rich media content. Furthermore, native video gets preferential treatment on most social platforms. What does this mean to marketers? How do you get your audience to stop the scroll and engage with your content? How can you produce rich media content with limited to nonexistent resources and budgets? In this session you will be presented with the latest insights regarding video and rich media, our consumption habits, and related strategies to engage and grow an audience and, most importantly, how to do it efficiently and cost effectively. You will also learn how to repurpose and rotate your content to extend its shelf life and squeeze every bit of value out of every piece of content you create or curate.

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Content Marketing and the War for Attention: The Rise of Rich Media and How to Work Smarter With You - Andrew Jenkins, Volterra Consulting

  1. 1. Content Marketing and the War for Attention: The Rise of Rich Media and How to Work Smarter With You MASTER CLASS Andrew Jenkins PRINCIPAL VOLTERRA TORONTO, ON ~ MAY 12 - 13, 2022 DIGIMARCONCANADA.CA | #DigiMarConCanada
  2. 2. Netflix’s Most Streamed Shows Source: https://www.adweek.com/tv-video/the-office-friends-and-greys-anatomy-were-netflixs-most-streamed-shows-last-year/
  3. 3. Global Social Media Usage 0 500 1,000 1,500 2,000 2,500 3,000 QUORA TWITTER REDDIT PINTEREST KUAISHOU SNAPCHAT TELEGRAM SINA WEIBO DOUYIN QQ TIKTOK WEIXIN/WECHAT INSTAGRAM FB MESSENGER WHATSAPP YOUTUBE FACEBOOK As of January 2021 Active User Figures in Millions for a Selection of the World’s Top Social Media Platforms Source: https://www.hootsuite.com/pages/digital-trends-2021
  4. 4. Lots of content in many forms
  5. 5. 41 Minutes about the
  6. 6. Other topics include: • What makes us yawn? • How Barcodes Work • How Yo-Yos Work • How Igloos Work • When you are pressed for time • Safety Pins • Turbulence • Does the five-second rule work? • And my favourite…
  7. 7. TOP PODCASTS IN CANADA Spotify 1. The Joe Rogan Experience 2. Call Her Daddy 3. Armchair Expert 4. Relaxing White Noise 5. SmartLess 6. Crime Junkie 7. The Daily 8. Spittin’ Chiclets 9. Anything Goes with Emma Chamberlain 10. Dateline NBC Apple 1. Betrayal 2. Dateline NBC 3. The Daily 4. SmartLess 5. Huberman Lab 6. Spittin’ Chiclets 7. Crime Junkie 8. On Purpose with Jay Shetty 9. Stuff You Should Know 10. Morbid: A True Crime Podcast
  8. 8. Source: https://blog.hootsuite.com/youtube-stats-marketers/
  9. 9. Some video stats • In the U.S., 62% of users access YouTube daily • YouTube is the world’s second-most visited website • 694,000 hours of video are streamed on YouTube each minute • 81% of internet users have used YouTube • 85% of the videos on Facebook are watched without sound* • 1200% more shares are generated by social videos, than text and images combined* • 100 million hours of video are watched every day on Facebook* Source: https://www.socialmediatoday.com/news/40-video-marketing-statistics-for-2019-infographic/ *Source: https://blog.hootsuite.com/youtube-stats-marketers/
  10. 10. Q: Should you start a YouTube channel? A: It depends
  11. 11. redcloudfs.com 21 According to a recent study from Cisco, by 2022, 82% of all online content will be video content Source: https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html
  12. 12. Content That Educates Lead With Value Be Helpful
  13. 13. Be the best answer!
  14. 14. Thought Leadership •Content •Contact •Cash
  15. 15. Don’t dismiss evergreen content! 17,345 Views 183 Reactions 53 Comments 18 Shares
  16. 16. Rejuvenate Twitter with Threads
  17. 17. According to Hootsuite - Organic reach has steadily declined each year, ending 2020 with 5.2%. In 2019, it was 5.5% and 7.7% in 2018.
  18. 18. Facebook Top 500 Posts of 2018 (Type) Link posts received 76 percent less engagement than videos on average. This includes links with images. In other words, not even images are helping link posts to perform better. Source: Buffer/Buzzsumo 777M Facebook Study Video gets at least 59 percent more engagement than other post types.
  19. 19. Top Engaging Content on Facebook • Inspirational • Funny • Practical • Highly Produced/Polished • Organic/DIY/Less-polished • User-generated content (UGC) Source: Buffer/Buzzsumo 777M Facebook study
  20. 20. Facebook beats out TikTok for short- form video Source: eMarketer
  21. 21. Most popular Facebook fan pages as of March 2022, based on number of fans (in millions) • Facebook (214.62) • Samsung (159.82) • Cristian Ronaldo (122.28) • Real Madrid CF (111.33) • Coca-Cola (106.96) • FC Barcelona (103.35) • Shakira (100.03) • Tasty (97.91) • Vin Diesel (96.71) • Leo Messi (90.16) • China Daily (87.69) • Eminem (86.52) • Mr. Bean (84.81) • YouTube (84.35) • McDonald’s (79.85) • Rihanna (79.01) • Will Smith (77.08) • Justin Bieber (76.3) • Manchester United (73.26) • Harry Potter (72.26)
  22. 22. TikTok Stats • TikTok was the most downloaded app of 2021, with 656 million downloads • TikTok is the 6th most-used social platform in the world • TikTok has over one billion monthly active users • TikTok is now more popular than Instagram among Gen Z users in the US • Communities like #MomsofTikTok (108B views) #autismoftiktok (854M views #teachertiktok (1.4B views)
  23. 23. Instagram • While TikTok is on the rise, don’t count them out • It still gets more engagement than LinkedIn, Twitter and Facebook combined • Clamping down on TikToks being used on the platform • Sticky platform for engagement but not great referrer of traffic
  24. 24. We are competing for attention redcloudfs.com 36
  25. 25. STOP THE SCROLL
  26. 26. Brainy Crafts
  27. 27. Native Video vs
  28. 28. UGC – Remember this? Source: The Next Web
  29. 29. Lucid Charts - Sandwich
  30. 30. Trading production quality for speed.
  31. 31. Content Ideas Are Everywhere
  32. 32. Laughing so hard that you’re crying!
  33. 33. Employer Branding
  34. 34. Experiment With Content Ideas
  35. 35. Telling a story without saying anything
  36. 36. Press releases do not have to be boring
  37. 37. Reuse. Repurpose. Pullquotes just like magazines Photo: RollingStone.com
  38. 38. Bring Images to Life
  39. 39. One and done is now hub and spoke
  40. 40. Content • Leverage existing • Repurpose • Reformat • UGC • Evergreen vs Timebound • Emphasize rich media – gifs, infographics, animations, carousels/sliders, and, of course, video
  41. 41. The Power of Rotating Content E-BOOK: compile a series of blogs into a more substantial piece of content such as an ebook VIDEO: create video animations explaining key points from the blog PODCAST: record the reading of the blog or use one of the emerging AI tools to read and create podcasts from blogs SLIDESHARE: present the key points from your blog in a more visual format and upload it to SlideShare or another presentation platform LISTICLE (CHECKLIST): summarize key points in a list, checklist or infographic format to make the content more visually engaging and easier to consume EMAIL NEWSLETTER: incorporate the blog into an email newsletter, add third party articles and keep going with a blog series with the newsletter for distribution Work smarter rather than harder and avoid “one-and-done” approach with content
  42. 42. Multiple channels of distribution
  43. 43. Audiograms
  44. 44. After the fact marketing - squeezing the content lemon
  45. 45. Give people options for consuming content
  46. 46. Closing Thoughts • Are your content efforts consistent? • Is your content seen as valuable? Are you the ”best answer”? • Your audience is hungry for content • The bar is not set as high as you think for engaging content • Your audience will forgive production value for access and consistency • Seek help from your employees and stakeholders for content • Always be on the lookout for content opportunities • While I did not mention Twitter or LinkedIn, the same recommendations apply – more rich media and work smarter with your content
  47. 47. www.volterradigital.com

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