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Creative Content in a Networked World
TomCritchlow
We live in a world where National Geographic is advertising on
Snapchat, BWM is writing content on Medium and Purina is buying native
ads on BuzzFeed...
Chapter 1
A Retrospective of Content Marketing
A few thousand shares...
A few hundred thousand shares...
A few million shares...
Chapter 2
Brands as Publishers
““As some are lamenting the death of the
publishing industry, publishing for brands is undergoing a revolution”
source: the time for content marketing is now
I forgot to ask what kind of publishers brands would become? Would it look more
like or ?
““The New York Times lost 80 million homepage visitors—half the traffic to the nytimes.com page—in two years.”
source: What the death of the homepage means for the future of news
““In the nine months the native ad
program was available during 2014, Upworthy said it generated more than
$10 million in revenue for the publisher.”
source: adweek
“BuzzFeed Distributed [...] a team of 20 staffers who would “make original content solely for
platforms like Tumblr, Imgur, Instagram, Snapchat, Vine and messaging apps.” In other
words, a team of people producing content that will never even appear on buzzfeed.com.
source: a wave of distributed content is coming, will publishers sink or swim?
source: recode
The realization of this concept is the decentralized brand, producing a
constellation of content for a fragmented audience.
Decentralized, where the nodes are the influencers for your target niche.
Chapter 3
On Ad Agencies...
“Think about ideas as platforms rather than as inspirations for a specific execution or format. The point was that a great idea, now, is boundless. [...].
We must participate in the complete journey of our ideas, embracing a mentality that refuses to recognize a boundary in what we provide [...]
I call this the new world of "infinite production."
source: welcome to the world of “infinite production”
But there is one thing ad agencies do really well... Campaigns.
We should be striving to create consistent campaign concepts
across a constellation of pieces of content.
Chapter 4
Example: Bellroy Wallets
http://bellroy.com/travel-lighthttp://bellroy.com/slim-your-wallethttp://bellroy.com/live-life-outside
http://bellroy.com/travel-lighthttp://bellroy.com/slim-your-wallethttp://bellroy.com/live-life-outside
Chapter 5
The Modern Marketing Team
[1] Influencers are humans and key to the
distribution of content online. Empower them.
[1] Influencers are humans and key to the
distribution of content online. Empower them.
[2] Think like a journalist not like a publisher to
avoid narrative deficiency.
[1] Influencers are humans and key to the
distribution of content online. Empower them.
[2] Think like a journalist not like a publisher to
avoid narrative deficiency.
[3] Hire a “Chief Content Officer” or “Editor-in-Chief” to
run your infinite production content campaigns.
Resources
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link
link
Thank you!
TomCritchlow
Available for consulting projects large and small including training, in-house work and unique creative projects requiring a
British accent.
[email protected]@tomcritchlow
tomcritchlow.com
