Roadmap to Strategic Success in Content Marketing

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Stand Alone Presentation Delivered at the Interactive Advertising Bureau (IAB) Mixx Event in Toronto, Canada in September 2012 to a 500 person room full of advertisers, publishers and brands.

Marketing Business Technology

Mark Greenspan, Community Director, nextMEDIA

1

We’ve been here before.
Brands have always had a deep
relationship with content production

But what has changed over the
years?
….PROLIFERATION OF SCREENS, INTERACTIVE TECHNOLOGIES AND VIEWING HABITS

…….DEMOCRATIZATION OF CONTENT PRODUCTION

…..DEMOCRATIZATION OF DISTRIBUTION

WHICH HAS BROUGHT US TO WHERE WE ARE NOW….

Content Marketing is Ground Zero for
Convergence and Disintermediation within the
Advertising and Media Communities

What does that mean?

…..IT MEANS YOU
HAVE TO BUILD EFFECTIVE STRATEGIC
PARTNERSHIPS TO EXPAND YOUR
REACH, YOUR CORE EXPERTISE AND
YOUR AUTHENTIC VOICE

…..IT MEANS YOU HAVE TO
THINK ABOUT CONNECTING
WITH YOUR AUDIENCE AND
BUILDING A COMMUNITY OF
FANS THAT YOU CAN PROVIDE
VALUE FOR

……..IT MEANS YOU HAVE
TO LEVERAGE ALL ASPECTS OF YOUR
INITIATIVES

DOES THIS MEANS THAT
CONVENTIONAL ADVERTISING GOES
AWAY ?
Absolutely not

WHERE TO START ?
THERE ARE SOME VERY INTERESTING
COMPANIES AND PLACES YOU CAN TURN TO
RIGHT
HERE IN TORONTO

Mark Greenspan, Community Director, nextMEDIA

31

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Roadmap to Strategic Success in Content Marketing

1. Mark Greenspan, Community Director, nextMEDIA 1

2. We’ve been here before. Brands have always had a deep relationship with content production

4. But what has changed over the years? ….PROLIFERATION OF SCREENS, INTERACTIVE TECHNOLOGIES AND VIEWING HABITS …….DEMOCRATIZATION OF CONTENT PRODUCTION …..DEMOCRATIZATION OF DISTRIBUTION WHICH HAS BROUGHT US TO WHERE WE ARE NOW….

6. Content Marketing is Ground Zero for Convergence and Disintermediation within the Advertising and Media Communities What does that mean?

7. …..IT MEANS YOU HAVE TO BE A 3D THINKER

8. …..IT MEANS YOU HAVE TO BUILD EFFECTIVE STRATEGIC PARTNERSHIPS TO EXPAND YOUR REACH, YOUR CORE EXPERTISE AND YOUR AUTHENTIC VOICE

10.

11.

12. …..IT MEANS YOU HAVE TO THINK ABOUT CONNECTING WITH YOUR AUDIENCE AND BUILDING A COMMUNITY OF FANS THAT YOU CAN PROVIDE VALUE FOR

13.

14. ……..IT MEANS YOU HAVE TO LEVERAGE ALL ASPECTS OF YOUR INITIATIVES

15.

16.

17.

18.

19.

20.

21. DOES THIS MEANS THAT CONVENTIONAL ADVERTISING GOES AWAY ? Absolutely not

22. WHERE TO START ? THERE ARE SOME VERY INTERESTING COMPANIES AND PLACES YOU CAN TURN TO RIGHT HERE IN TORONTO

23.

24.

25. 25

26. …..IT MEANS YOU HAVE TO BE A 3D THINKER

27. …..IT MEANS YOU HAVE TO THINK ABOUT CONNECTING WITH YOUR AUDIENCE AND BUILDING A COMMUNITY OF FANS THAT YOU CAN PROVIDE VALUE FOR

28. …..IT MEANS YOU HAVE TO BUILD EFFECTIVE STRATEGIC PARTNERSHIPS TO EXPAND YOUR REACH, YOUR CORE EXPERTISE AND YOUR AUTHENTIC VOICE

29. ……..IT MEANS YOU HAVE TO LEVERAGE ALL ASPECTS OF YOUR INITIATIVES

30.

31. Mark Greenspan, Community Director, nextMEDIA 31

Roadmap to Strategic Success in Content Marketing

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