My talk from our D2 conference on Content Marketing.

1. DEMYSTIFYING
CONTENT MARKETING
@CandaceKuss,
ECD, Interactive Lab
#HKD2 Conference 15 November 2012

2. “CONTENT IS KING”
- Bill Gates, 1996
Image: fr.wikipedia.org

3. THE MODEL IS NO LONGER PAGES, BUT SHARABLE OBJECTS
Phone: Scrappy Sticky Inky Mess

4. C.O.P.E. — CREATE ONCE, PUBLISH EVERYWHERE

5. BUT, CUSTOMIZE FOR YOUR AUDIENCE + THEIR PLATFORM

6. BRAND CONTENT, A DEFINITION FOR TODAY
Content created as part of an integrated + social
Communication Strategy
Paid
Product Ads
Info

7. COMMON KNOWLEDGE. NEEDS PRESS OFFICE REACTIVE SMARTS
Graphic: Facebook

8. CONVERSATION IS NOT ENOUGH
THE WORLD AROUND US
COMMUNICATION STRATEGY

9. VENN OF A DIGITAL COMMUNICATIONS STRATEGY
Content
Customization Community
Commerce
SIG 1996

10. BEING A
CONTENTREPENEUR
@CandaceKuss

11. OVERLAPPING TRENDS. DRIVEN BY USERS
THE INTIMATE VISUAL STORY
INTERNET SHARING
USERS ARE
CONTENTREPENEURS
FRICTIONLESS
CREATIVITY
@CandaceKuss

12. LISTENING TO WHAT YOUR AUDIENCE LIKES
Coca-Cola

13. START WITH AN AUDIT. DO AN ANALYSIS OF BRAND ASSETS
+ H+K Pathfinder
Online + Offline People Strategic + Creative Activation +
Audit Analysis Recommendations Community Management
@HK_London

14. TRANSFORM PHYSICAL ASSETS
H+K for TUI

15. HAVE SOME FUN WITH AMBASSADORS
H+K for Gillette

16. REIMAGINE BRAND ICONS
H+K for Duracell

17. USE PROPRIETARY DATA AS ENGAGING CONTENT
Soiurce: LinkedIn

18. CREATE A PLATFORM THAT CAN LAST FOR GENERATIONS
The famous Macy's
Thanksgiving Day Parade
started in 1924
Photo via planetearthandhumanity.blogspot / filtered

19. CONTENT
WITH BENEFITS
@CandaceKuss

20. THINGLINK
@CandaceKuss via @ThingLink

21. YOUTUBE ANNOTATIONS + LINKS
YouTube

22. ADS AS CONTENT
Image: Gucci

23. BEST IN CLASS
Maru. YouTube channel

24. WHAT GOES VIRAL? WOW NEWS, CELEBRITY, HUMOUR
One-Third of the Views for
Chanel No. 5 Actually Came
From Spoofs
- AdAge
via AdAge. Published: October 25, 2012

25. AGREE? QUESTION FOR THE BREAKOUTS
More than 8 million
people watched the
YouTube Live stream
of the event
Fast Company, Oct 2012

26. NOT JUST A NEWSROOM. A DEEP ‘CONTENT POOL’
redbullcontentpool.com

27. BRANDS AS PUBLISHERS. BEST IN CLASS KEEPS EVOLVING
Coca-Cola Journey launched Nov 2012

28. + @HK_LONDON #HKD2
AGENDA

29. + @HK_LONDON #HKD2
AGENDA (2)

30. THANK YOU.
QUESTIONS?
@PaulClarke for H+K D2

31. CONTACT
Candace Kuss
ECD, Interactive Lab
candace.kuss@hkstrategies.com
T +44 20 7413 3000
@HK_London / @CandaceKuss
B Our blog
L LinkedIn
www.hkstrategies.co.uk