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Similar a REBORN. University | Content 101 - What is content?
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REBORN. University | Content 101 - What is content?
- 4. we create and consume it everyday and have done so for many many years
- 5. It forms the… magazines,whitepapers,apps, NEWSFEEDS,programs,adverts,articles, newspapers,videos,music,films,Emails, websites,books,coffeecups,games, photos,socialchannels,ONLINEPIN BOARDS,TV,billboards&BLOGS …we view, visit and consume in our everyday lives
- 6. In its traditional sense it is custompublishing
- 7. John Deere’s ‘The Furrow’ magazine. Started in the late 1890’s it helped farmers to learn new techniques and most importantly better ways to be profitable when harvesting the land. “Feet on the ground, eyes on the horizon”
- 8. Not only did this provide farmers with relevant, valuable and interesting content but it positioned John Deere as a thought leader for those who cultivated and harvested the land. This still remains relevant today with a net revenue of +$32Billion (USD) in 2012.
- 9. So… What is the difference between CustomPublishing & ContentMarketing ?
- 10. The term ‘CustomPublishing’ was created by traditional magazine publishers as they needed a way to differentiate it from their core publishing businesses which involved creating assets not for media companies but for advertisers In many respects this was possibly the wrong name as publishing is not necessarily marketing and creating content to sell products or services in its pure sense is ‘marketing’
- 11. The reason for the phrase contentmarketing is a result of the advances in technology and the channels available for distribution and consumer engagement
- 12. Never before has content been so easy to create…
- 13. What once looked like this…
- 15. Now looks like this…
- 17. and this…
- 18. The reason… What was once a process that involved journalists, copywriters and photographers gathering content for custom publications, which were printed on machines, manually operated by teams of people and distributed by vehicles and handed out by people is now a process which see’s anyone with a phone creating unique and engaging content in less than a few minutes.
- 19. The problem however is that…
- 21. Our lives are full of disruptions With the advances and advantages of technology and the ability to create and publish content instantly, content in its marketing form has become its own worst enemy Creating content to sell features or functions is adding noise to an already distracting environment It cannot be about you/us/or the brand It must be consumer centric and relevant to their wants, needs and interests
- 23. It starts with culture and changing the belief that marketing has to promote a products features
- 24. Put simply contentmarketing should inform an audience Good content gives consumers something that they’ve not seen or engaged with before.
- 25. It is information that people find helpful, educational and thought provoking done well it should establish and reinforce an awareness, consideration and loyalty for a given product, service or topic.
- 26. In a nutshell…
- 27. It is the art of marketing and selling a product or service by ultimately NOT selling, but instead by educating, entertaining or adding value to a target audience through the things that they like or need to do.
- 28. Good contentmarketing should influence consumers in a way which makes them think and behave differently. It is not easy and it is not a campaign, it takes time and commitment. It is an approach and business strategy that with careful planning and by listening to consumers can have massive effects both now and for many years to come.