14 Andrew Davis - Why Brands Are Becoming Publishers - MASHUP MENA Conference

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Content Marketing: Why Brands Are Becoming Publishers

26th November 2015

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The3ImportantQuestions

Image: Copyright (c) 2015 The Worst Kept Secret Ltd

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DisruptingIndustries

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BrandsBecomingPublishersThroughContent

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KeyTakeaway

“WhydoIneedyourradiostation....Ihave50millionfans

onFacebook”

Source: 50 Cent

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CustomerJourneyHasChanged

Source: Forrester Research

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1)Buyers

Source: Forrester Research

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ContentCapturesAttention

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HowPeopleBuyIntoYourBrand

Know Like Trust Action

Source: The Worst Kept Secret

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YouAreTellingStoriesThroughYourContent

•  You need to build a personality and tonality

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TheSocialCelebrity(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?

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KeyTakeaway

“Youeitherbuildyourownaudienceoryouleveragesomeoneelse’s.”

Source: Ryan Moran

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2)Contributors

Source: Forrester Research

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KeyTakeaway

Source: Andrew Davis

“Youcannotcontrolwhatpeoplewillsayabout

you...butyoucaninfluencewhattheysee”

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WhatHappensOnceIClickPublish?

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BuildGreatContent

Image: Copyright (c) 2015 The Worst Kept Secret Ltd

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IsThisTheReality?

Image: Copyright (c) 2015 The Worst Kept Secret Ltd

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ReasonsWhyPeopleShare

Share Me

Geeky Controversial

Cute

ShockingSexyUnbelievableExclusive

Random

Funny

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SloMoGuys

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SloMoGuysBreakdown

•  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)

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KeyTakeaway

“Abrandisn’twhatyousayitis.ItiswhatGooglesaysitis...andalsosocialmedia”

Source: Chris Anderson, The Long Tail 2007 / Andrew Davis

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ItIsStillBusinessAsUsual

Somewhere

Someone

Something

Image: Copyright (c) 2015 The Worst Kept Secret Ltd

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DigitalPlatformsAreMovingTargets

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AndrewDavis

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