SearchLove San Diego 2015 | Joanna Lord, 'The Future of Content Creation

The Future of Content Creation

@joannalordVP of Marketing

!!!!!!

Love your home.

Over 150M projects uploaded.Over 3M professionals listed.

Over 1M homeowners.In 1,700 Lowe’s nationwide.

Data coverage on over 99% of the U.S. homes.Over 250,000 person community.

Over 1.5M monthly visitors to porch.com.Over 100M in fundraising.

Over 500 employees.Less than 2 years old.

2007: Twitter, micro

content, WOM, UGC

2009: Mobile,

interactive, real-time search

2011: Panda, quality,

branded, shift social spend

2013: Brands as

influencers, design is king

2015: Video, VOC,

funnel agnostic

2005: CAN-SPAM, GA, LI, FB

Authenticity

2000: Adwords,

early blogs

2007: Twitter, micro

content, WOM, UGC

2009: Mobile,

interactive, real-time search

2011: Panda, quality,

branded, shift social spend

2013: Brands as

influencers, design is king

2015: Video, VOC,

funnel agnostic

2005: CAN-SPAM, GA, LI, FB

Authenticity

2000: Adwords,

early blogs

2007: Twitter, micro

content, WOM, UGC

2009: Mobile,

interactive, real-time search

2011: Panda, quality,

branded, shift social spend

2013: Brands as

influencers, design is king

2015: Video, VOC,

funnel agnostic

2005: CAN-SPAM, GA, LI, FB

Authenticity

2000: Adwords,

early blogs

2007: Twitter, micro

content, WOM, UGC

2009: Mobile,

interactive, real-time search

2011: Panda, quality,

branded, shift social spend

2013: Brands as

influencers, design is king

2015: Video, VOC,

funnel agnostic

2005: CAN-SPAM, GA, LI, FB

Authenticity

2000: Adwords,

early blogs

2007: Twitter, micro

content, WOM, UGC

2009: Mobile,

interactive, real-time search

2011: Panda, quality,

branded, shift social spend

2013: Brands as

influencers, design is king

2015: Video, VOC,

funnel agnostic

2005: CAN-SPAM, GA, LI, FB

Authenticity

2000: Adwords,

early blogs

2007: Twitter, micro

content, WOM, UGC

2009: Mobile,

interactive, real-time search

2011: Panda, quality,

branded, shift social spend

2013: Brands as

influencers, design is king

2015: Video, VOC,

funnel agnostic

2005: CAN-SPAM, GA, LI, FB

Authenticity

2000: Adwords,

early blogs

2007: Twitter, micro

content, WOM, UGC

2009: Mobile,

interactive, real-time search

2011: Panda, quality,

branded, shift social spend

2013: Brands as

influencers, design is king

2015: Video, VOC,

funnel agnostic

2005: CAN-SPAM, GA, LI, FB

Authenticity

2000: Adwords,

early blogs

InteractiveAuthentic

Optimized

Accessible

Quality

Beautiful

Delightful

RelatableShareable

Diversified

so how can we possibly keep up? stand out?

so how can we possibly keep up stand out?

type.!vehicle.!distribution.!

Community Owned Curated DataCulture

type

Community Owned Curated Data

Text

Video

Photo

Podcast

Micro

Live

Culture

type

vehicle

Community Owned Curated Data

Text

Video

Photo

Podcast

Micro

Live

Product

Social

Syndication

Partner

Delivered

Advertised

Culture

type

vehicle distribution

Community Owned Curated Data

Text

Video

Photo

Podcast

Micro

Live

Product

Social

Syndication

Partner

Delivered

Advertised

Culture

type

vehicle distribution

UGC Contributor

Expert Influencer Celebrity Reviews

Testimonials

Blogger Advice

Contributor Team

Ty/Jillian

Selling Advice

Pro Blog Porch

Productions

Lowes Brand

Partners Digests

Company Blog Recruiting

Mission stories

Infographics Whitepapers SOU Pieces

Porch Examples

Branded Created

Corporate Featured Episodic

Partner Ecosystem Collections Promoted

Mission Storytelling

Values Thought

Leadership

Product Industry

Audience Insights

Co-branded

type.

community.!owned.!

curated.!culture.!

data.

Combined reach !26M !readers

Combined following!80M !

community

Combined Instagram!57M !

followers

Combined blogger badge!

55k !links

blogger & influencer community isn’t new. but doing it better than before is.

blogger & influencer outreach isn’t new. but doing it better than before is.

the future of content creation types will include: sub culture influencers

tastemakers featuring the opposition

machine curation at scale proprietary data as a product

less moderation, more facilitation

vehicle.

text.!video.!photo.!

podcasts.!micro.!

live.

#sadpants

diversifying your content portfolio isn’t new. doing it as the backdrop to their life is.

blogger & influencer outreach isn’t new. but doing it better than before is.

the future of content creation vehicles will include: video foundation IoT integration

nomadic experiential

episodic content personifies them

!!!

distribution.

product.!social.!

syndication.!partner.!

delivered.!advertised.

contributing calendars & syndication isn’t new. serving the ecosystem as a publisher is.

blogger & influencer outreach isn’t new. but doing it better than before is.

the future of content creation distribution will include: brand partnerships

serving the ecosystem paid halos

BD integration thinking as a publisher

!!!

Content is a commitment, not a campaign.

“Jon Buscall, Head of Jontus Media

but let’s get tactical here.

where do i start?

personaswords, rituals, icons

content productization

decentralization, infrastructure, autonomy

data accessibilitycontent signals,

framework, methodology

managementconcepting,

creation, review

participating in the ecosystem

servant marketing, BD, partnerships

Innovation, in the context of branding, is that which connects the familiar with the unknown. “

Phil Duncan, VP of Global Design Proctor & Gamble

Thank you. Want to chat about beautiful things?

Let’s do it.

@joannalordVP of Marketing

!!!!!!

Love your home.