Content 2020: Dynamic Storytelling, Provoking Conversations and the Future of Marketing [VIDEO] | Fruition Interactive :: toronto interactive strategy, web design and development, online marketing I’m not crazy. In fact, my instincts have been right all along. Let me explain. A few months back, Coca Cola announced they were no longer going to rely on the “30-second TV spot” or even traditional ad agencies to build their business moving forward. According to Jonathan Mildenhall , VP Global Advertising Strategy and Creative Excellence, Coke is going to put their efforts (and money) into the web, storytelling and creating excellent content . The short version? Content marketing has truly arrived on the big stage. Think Like a Publisher As some of you probably know, we’ve been evangelizing this approach for years. Today, however, I feel a sense of victory for us digital and content marketing folks. We weren’t crazy after all. Think about it. Please Watch these Videos I’ve spent some time reviewing the two videos below. It’s that important. Coca Cola Content 2020 Part One Coca Cola Content 2020 Part Two Why Is Content 2020 So Important? How Coke Defines Content and Storytelling 70% Content [P.S.
Content: The New Marketing Equation This Animated Video Shows the Wild Economics of Sex The news: Have you ever wondered what sex is really worth? The Austin Institute for the Study of Family and Culture has your back. A recent video highlights research they’ve compiled from various social scientists, and animates them into a lively and accessible 10-minute short. Check it out: Wow. There are clear limits to this study, most notably its inattention to non-heterosexual relationships. What do you think? Zak Cheney-Rice Zak is a Staff Writer for PolicyMic covering race, hip-hop, sports and pop culture. Coca Cola's Shift to Content Excellence - Philadelphia Internet Marketing Company Dinkum Interactive February 3rd, 2012 There’s been quite a bit of discussion about Coca Cola’s evolution of its content strategy. For many years, the company dominated the advertising space – globally – but the Internet has forced a change in its strategy. Lesson 1: Create Liquid Content As Jeff Bullas notes, the purpose of content excellence is to create ideas that are so contagious, they can’t be controlled. Lesson 2: Ensure your Content is Linked The next part of the equation, adds Bullas, is to ensure you create content that’s relevant to the business objectives of your company, your brand, and your customer interests. Lesson 3: Create Conversations The new distribution technologies including Twitter, YouTube and Facebook allow greater connectivity and consumer empowerment than ever before, continues Bullas. Lesson 4: Move Onto Dynamic Storytelling With traditional media, storytelling is static and one-way. Lesson 5: Be Brave and Creative with Your Content Creation 70% of your content should be low risk.
Google Scholar Red Bull CEO Dietrich Mateschitz On Brand As Media Company There are few companies--and almost no “traditional” advertisers--that have the kind of holistic approach to brand experience that ensures every expression, from product to corporate culture to communications, is part of a master creative vision. For these companies, marketing is not a department; it’s a genetic part of the brand itself. But Red Bull has taken the brand rigor that made it a global beverage titan and done something vanishingly rare. Post digital revolution, brands have woken up to the fact that their information and entertainment outputs can and should go beyond the paid, interruption-based model known as advertising. Read about Red Bull’s approach to media in Fast Company's Most Innovative Companies feature. Co.Create: Where did the original vision come from--that is, the vision that marketing was an integral part of the brand. Mateschitz: This is similar to the question “What was first, the chicken or the egg.” Was producing content a part of that from the start?
Content Curation: Essential Advice from Industry Thought Leaders Content Curation: Essential Advice from Industry Thought Leaders It's a well-known fact that the game has changed when it comes to interacting with B2B buyers. After all, the Internet makes it easy to for you to share content with prospects ??? and for your prospects to find relevant information. As a result, prospective buyers can largely bypass you until late in the buying cycle. But your prospects need help. The notion of "Brands as Publishers" is catching on and companies are empowered to publish increasing amounts of content through social channels and other online publishing platforms. Even though the notion of content curation carries an intuitive definition, many marketers are still wrapping their arms around the idea of where content creation and aggregation fit within an overall online marketing strategy. How would you define "content curation" and what role do you think it should play in a content marketing strategy?" Paul Gillin @pgillin (
Nike's new marketing mojo How the legendary brand blew up its single-slogan approach and drafted a new playbook for the digital era. By Scott Cendrowski, writer-reporter FORTUNE -- Few outsiders have visited the third floor of the Jerry Rice Building at Nike's headquarters. Once upon a time, the hush-hush plans and special-access security clearance would have been about some cutting-edge sneaker technology: the discovery of a new kind of foam-blown polyurethane, say, or some other breakthrough in cushioning science. This hive is the home of Nike Digital Sport, a new division the company launched in 2010. But Digital Sport is not just about creating must-have sports gadgets. Nike's new digital hook: the Nike+ logo; the new Nike FuelBand; and the Nike+ SportWatch GPS Just try to recall the last couple of Nike commercials you saw on television. The reason for the shift is simple: Nike is going where its customer is. That's all the more impressive given that Nike shouldn't be good at this. So is it working?
Why Content Curation Is Here to Stay For website content publishers and content creators, there’s a debate raging as to the rights and wrongs of curation. While content aggregation has been around for a while with sites using algorithms to find and link to content, the relatively new practice of editorial curation — human filtering and organizing — has created what I’m dubbing, “The Great Creationism Debate.” The debate pits creators against curators, asking big questions about the rules and ethical questions around content aggregation. It turns out that lots of smart and passionate people are taking sides and voicing their opinions. In trying to understand the issue and the new emerging rules, I reached out to some of the experts who are weighing in on how curation could help creators and web users have a better online experience. The Issues at Hand Content aggregation (the automated gathering of links) can be seen on sites like Google News. Who are curators? Where We Stand Now
Content Marketing Resources: Glossary Aggregate - the process of compiling and grouping information. Ann Handley - Chief Content Officer at MarketingProfs, a leading marketing resource for marketing professionals. Co-author of Content Rules. Autoblogging - refers to the process of automatically posting content to your blog or website. Content is commonly generated by an RSS feed or other type of aggregator. Back to top B2B Marketing - Business to business marketing - marketing directly to business as your target market B2C Marketing - Business to consumer marketing - marketing directly to consumers as your target market Blog Marketing - an online marketing program, or program component, whereby the blog is the focal point. Brand Awareness - a measurement of a consumer or web searcher's awareness of your brand. Brand Building - a common objective of an online marketing program. Brand Engagement - refers to the attachment between a brand and a consumer. Brand Visibility - a primary benefit of content curation.
Content Marketing Resources: Webinars & Case Studies The 4 Steps to Content Marketing Enlightenment More than 70% of marketers will increase their investment in content marketing in the coming year, including hiring staff, creating more content and better using technology (Content Marketing Tactics study). Regardless, few marketers will be able to overcome the content shock that buyers experience on a daily basis as a result of the overwhelming amount of content being produced today. This eBook will provide guidance and specific tactics that best-in-class marketers are taking to climb the 4 steps to content marketing enlightenment. Download eBook » 2014 Content Marketing Tactics Planner 2014 Content Marketing Tactics Planner is Curata's third annual content marketing benchmark study. Download eBook » Stop Egocentric Marketing Most marketers continue to communicate to their audience in only their voice. This ebook discusses how to help marketers stop talking about only themselves. Download eBook » Content Marketing Done Right Download eBook »