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Decentralized Brands &The Future of Content Marketing
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
““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
Chapter 2
Publishing & media
““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?
Chapter 3
The Decentralized Brand
source: recode
The realization of this concept is the fully
decentralized brand, with a fragmented audience spread across a myriad of channels,
apps, sites and platforms.
And far less emphasis on “clicks” and “links” than
there is today.
While this route is the future of content (& brands) online we’re lacking industry tools
for measurement and analysis across all these decentralized channels.
Chapter 4
So what to do?
Pursue decentralization the BuzzFeed way - where you
can gain returns and learnings.
The cost to produce content is so low that
iteration should be ingrained in everything.
The “chief content officer” or “editor in chief” is a crucial marketing role in a modern
organization.
Responsible for shaping content quality and tailoring
content to relevant audiences.
Empower the nodes and build content for them -
niche audiences are everywhere online.
Search insights are key to understanding and
researching demand and niche audience size.
Build shareable
objects
Think like an ad agency and use consistent
campaign concepts across a constellation of pieces of
content.
Content distribution is a key component to effective content
marketing - both paid for and organic.
And don’t forget PR.
Questions?
