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.

1. Content Marketing
Master Class
MASTER
CLASS
Andrew Jenkins
PRINCIPAL
VOLTERRA
NEW YORK, NY ~ APRIL 21 - 22, 2022
DIGIMARCONEAST.COM | #DigiMarConEast

2. Content Marketing and the War for Attention
Presented by Andrew Jenkins

5. 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/

6. 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

7. Lots of content
in many forms

10. 41 Minutes about the

11. 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…

12. What can we learn from the top 10
podcasts?

13. Top Podcast Genres

14. How long should a podcast be?

15. The future for podcasts

16. Source: https://blog.hootsuite.com/youtube-stats-marketers/

18. 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/

19. Q: Should you start a
YouTube channel?
A: It depends

20. redcloudfs.com 20
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

22. Content That Educates
Lead With Value
Be Helpful

23. Be the best answer!

24. Thought Leadership
•Content
•Contact
•Cash

26. 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.

27. 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.

28. 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

29. Facebook beats out TikTok for short-
form video
Source: eMarketer

30. Most popular Facebook fan
pages as of March 2022, based
on number of fans (in millions)

31. 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)

33. 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

34. We are competing for attention
redcloudfs.com 34

35. STOP
THE
SCROLL

36. Brainy Crafts

37. Native Video vs

38. UGC – Remember this?
Source: The Next Web

39. Lucid Charts - Sandwich

40. Trading
production
quality for
speed.

41. 360Learning – Onboarding Joei

42. Season 1

43. Thirteen Episodes

44. Telling a story without saying anything

45. Press releases do not have to be boring

46. Reuse. Repurpose.
Pullquotes just like magazines
Photo: RollingStone.com

47. One and done is
now hub and spoke

48. Content
• Leverage existing
• Repurpose
• Reformat
• UGC
• Evergreen vs Timebound
• Emphasize rich media – gifs, infographics,
animations, carousels/sliders, and, of course, video

49. 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

50. Multiple channels of distribution

51. Audiograms

52. After the fact marketing - squeezing the
content lemon

53. Give people options for consuming
content

54. 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

56. www.volterradigital.com