The truth about Content Marketing is that it’s an easy methodology to support but can be challenging to execute well. Most marketing leaders do not have all of the resources required to build out a robust content marketing strategy that speaks to every one of their customer personas. What’s a Content Marketer to do? Enter in the era of the New Content Marketer. Join Brightcove and Brandscaping author and marketing guru, Andrew Davis for an informational webinar on how marketers can leverage like minded brands to create content that increases demand and drives revenue for their organization. You will hear actionable strategies for leveraging partnerships, along with social media, video and mobile apps to build out your content and join the growing ranks of the New Content Marketers. Presented on 2/27/2013 with Brightcove's Steve Rotter and Content Marketing Institute's Joe Pulizzi!

1. Brandscaping:
Unleashing the Power of Partnerships

2. SIMPLE
PREMISE:
Who
has
your
NEXT
customer
as
their
CURRENT
customer?
@TPLDrew
@SJRo.er
@JuntaJoe

3. ANDREW
DAVIS
@tpldrew
Wrangled
for
the
Muppets.
Tapped
by
Obama.
Consults
with
Russian
media
moguls.
Produced
for
TODAY,
MTV,
Charles
Kuralt.
@TPLDrew
@SJRo.er
@JuntaJoe

5. JUST
FOR
YOU!
Exclusive
webinar
discount.
BrandscapingBook.com
@TPLDrew
@SJRo.er
@JuntaJoe

6. What made Gary
successful online?
Besides…
Crush it! Hustle! Kill It!

7. GARY THINKS LIKE A
TELEVISION EXEC.

8. Episode 2
• Appointment
Television
• Easy
format
• Great
talent
• Simple
hook
Think like a TV exec.
@TPLDrew
@SJRo.er
@JuntaJoe

9. 5 Years Later
• Grew
into
it.
• Built
a
personal
brand!
• 90K
Viewers
The future of all
branding is
Personal
@TPLDrew
@SJRo.er
@JuntaJoe

10. THE JOE SHOW
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

11. @TPLDrew
@SJRo.er
@JuntaJoe

12. WHAT IF?

13. You sell fish.

14. Not this kind of fish.

15. This kind of fish.

20.
What’s your content strategy?

21. You sell fish.

22. Not this kind of fish.

23. This kind of fish.
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

24. $868 MM @ The Box Office
Best-selling DVD of all time
• $868 MM @ Box Office
• Best-selling DVD of
all time
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

25. Ever watched it with a 6-year old?
@TPLDrew @SJRotter @JuntaJoe

26. Ever watched it with a 6-year old?
Nemo! Nemo!
Nemo! Nemo…
@TPLDrew @SJRotter @JuntaJoe

27. @TPLDrew
@SJRo.er
@JuntaJoe

28. “The Nemo Effect”
“Finding Nemo” decimated global
clownfish populations.
@TPLDrew @SJRotter @JuntaJoe

30. Beta
Fish
Goldfish
Jawfish
Clown
Tangs
RabbiZish

31. 9
Years
Later
Walmart
$29.99

32. “The
Dalma^an
Effect”
“101
Dalma^ans”
(1961)
Created
an
adop^on
crisis.

33. 1
YEAR
APRIL
2011
POST-­‐RELEASE
RE-­‐RELEASE
@TPLDrew
@SJRo.er
@JuntaJoe

36. VALUABLE
CONTENT
INCREASES DEMAND FOR
THE PRODUCTS AND SERVICES
YOU SELL!
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

37. What if…
…you made a movie?
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

38. What if…
…you made a movie?
Seriously!
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

47. JULY
2011
RELEASE

49. VALUABLE
CONTENT
INCREASES
DEMAND
FOR
THE
PRODUCTS
AND
SERVICES
YOU
SELL!
@TPLDrew
@SJRo.er
@JuntaJoe

50. ?
WHY DOES
THIS WORK?
In a digital age where everyone’s
content is ‘snackable’?
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

51. INFORMATION OVERLOAD
PARADOX
Just because there’s more information available,
doesn’t mean one can consume more.
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

52. INFORMATION OVERLOAD
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

53. INFORMATION OVERLOAD
PERCEIVED
OPPORTUNITY
ACTUAL
OPPORTUNITY
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

54. INFORMATION OVERLOAD
PERCEIVED
OPPORTUNITY
ACTUAL
OPPORTUNITY
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

55. REMEMBER…
GARY THINKS LIKE A
TELEVISION EXEC.
@TPLDrew @SJRotter @JuntaJoe

56. 1980s
Thursday Nights.
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

57. 1980s
Thursday Nights.
8:00 PM
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

58. 1980s
Thursday Nights.
8:00 PM
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

59. 1980s
Thursday Nights.
8:00 PM
8:30 PM
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

60. 1980s
Thursday Nights.
8:00 PM
8:30 PM
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

61. 1980s
Thursday Nights.
8:00 PM
8:30 PM
9:00 PM
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

62. 1980s
Thursday Nights.
8:00 PM
8:30 PM
9:00 PM
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

64. BRANDING
APPOINTMENT TV
Setting an expectation
for the consumer to
tune in at a
specific time.
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

65. MUST
SEE
TV
RESULTS
• Valuable
Content
• Simple
expecta^on
• Deliver
on
it
@TPLDrew
@SJRo.er
@JuntaJoe

66. TIME-­‐SHIFTING

67. APPOINTMENT
CONSUMPTION
The
no^on
that
consumers
build
a
rela^onship
with
frequently
delivered,
well-­‐
forma.ed,
valuable
content.
@TPLDrew
@SJRo.er
@JuntaJoe

68. @TPLDrew
@SJRo.er
@JuntaJoe

69. That’s what
Gary V did!
Besides…
Crush it! Hustle! Kill It!

70. What
if…
…YOU
OWNED
SOME
TIME
IN
OUR
CONSUMER’S
DAY?
@TPLDrew
@SJRo.er
@JuntaJoe

78. What
if…
…WE
OWNED
SOME
TIME
IN
OUR
CONSUMER’S
DAY?
@TPLDrew
@SJRo.er
@JuntaJoe

79. What
if…
…YOU
BUILT
A
RELATIONSHIP
WITH
YOUR
AUDIENCE?
@TPLDrew
@SJRo.er
@JuntaJoe

80. YOU
NEED
A
FORMAT
A
recipe
for
your
content!
@TPLDrew
@SJRo.er
@JuntaJoe

81. THE
A-­‐TEAM
@TPLDrew
@SJRo.er
@JuntaJoe

82. Easy
Recipe
Repeatable
Ownable
(IP)
Builds
a
rela^onship
with
the
audience
@TPLDrew
@SJRo.er
@JuntaJoe

83. JUMPING
THE
SHARK
1977
Happy
Days
Beginning
of
the
End
Strayed
from
the
Format
@TPLDrew
@SJRo.er
@JuntaJoe

84. @TPLDrew
@SJRo.er
@JuntaJoe

85. QUICK
RECAP
Valuable
content
increases
demand
for
the
products
and
services
you
sell.
@TPLDrew
@SJRo.er
@JuntaJoe

86. QUICK
RECAP
Combat
informa^on
overload.
@TPLDrew
@SJRo.er
@JuntaJoe

87. QUICK
RECAP
Make
an
appointment
with
your
audience.
@TPLDrew
@SJRo.er
@JuntaJoe

88. QUICK
RECAP
Own
a
part
of
your
consumer’s
life.
@TPLDrew
@SJRo.er
@JuntaJoe

89. GUESTS
Andrew
Davis
(me)
Joe
Pulizzi
Erik
Qualman
Leslie
Potson
Chris
Brogan
David
Meerman
Sco.
Adam
Metz
(Hundreds
of
other
guests)
@TPLDrew
@SJRo.er
@JuntaJoe

90. TONY
BENNETT
1963
Grammy
@TPLDrew
@SJRo.er
@JuntaJoe

91. @TPLDrew
@SJRo.er
@JuntaJoe

92. @TPLDrew
@SJRo.er
@JuntaJoe

93. TONY
BENNETT
Bono
Elvis
Costello
Dixie
Chicks
Lady
Gaga
John
Mayer
Amy
Winehouse
Willie
Nelson
K.D.
Lang
Carrie
Underwood
Mariah
Carey
Queen
La^fa
Stevie
Wonder
Paul
McCartney…
@TPLDrew
@SJRo.er
@JuntaJoe

94. What
if…
…WE
EMBRACE
THE
IDEA
THAT
EVERYONE
HAS
AN
AUDIENCE?
@TPLDrew
@SJRo.er
@JuntaJoe

95. What
if…
…YOU
FOUND
A
DUET
PARTNER
WHO
ALREADY
OWNS
YOUR
AUDIENCE?
@TPLDrew
@SJRo.er
@JuntaJoe

96. Andrew Davis
adavis@monumentalshift.com
@tpldrew
(617) 286-4009
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe

97. Signed Book!
Discount!
Free Shipping
YouveBeenDrewed.com
@TPLDrew @SJRotter @JuntaJoe
@SJRotter @JuntaJoe