Advanced Content Strategies 1: Introduction

Editor's Notes

• #2: Don’t hold questions until end – interactiveHow many sales/marketing?How many business owners?
• #4: Matrix – people exist inside artificial world controlled by machines.Traditional advertising = same thingTelevision, radio, newspapers, magazines
• #5: Every traditional marketing and advertising channel is being marginalized.Either being replaced or compromised by disruptive technologies
• #6: What’s the alternative?Instead of trying to interrupt people and shove messages in their face,give them a reason to come to you.
• #7: How can we do this and why is it possible?The matrix has been unplugged.In addition to old outbound methods not working, major tech shifts opening new possibilities.With new ecosystems come new rules of engagement.Moving outbound strategies to inbound media doesn’t work.
• #8: Power is shifting from owners to users.Ultimate form of pure democratization – everyone has unlimited choices and a voice.
• #9: In 1965, Intel co-founder Gordon Moore predicted that the number of transistors on a chip would double every two years.He predicted this would continue for at least 10 years and looks to continue for at least another 5.Result – cost of storage and bandwidth approaching zero.Enables YouTube, Flickr, Twitter, FacebookYouTube – 2 billion videos per day, 24 hours every minuteFlickr – 4 billion imagesTwitter – over 100M registered users and more than 55M tweets per day (3% for Justin Bieber)Facebook – 500M users spend over 700B minutes per month
• #10: Massive increases in computing power, storage and bandwidth enabled Web 2.0.Shirky – “It’s as if when you bought a book, they threw in the printing press for free.”We’re all producers and consumers now.
• #11: In a pure democracy, we must gain peoples’ trust.Trust is replacing credibility – credibility can be bought, trust must be earned.Siskel & Ebert worked because people trusted one or the other.
• #12: New ecosystem brings with it new rules
• #13: Remember old Rece’s peanut butter cup commercials?Businesses running into same problem today – mixing economic and social norms.When channel is owned by business, economic norms in play & that’s OK.When channel is owned by users, social norms in play & that’s confusing.Example mixed norms – dating.Playing the Internet marketing game today means following a new set of rules.
• #14: When you’re invited to someone’s home for first time, what’s customary?Gift are one of most effective and commons means for establishing social relationships.Thought leaders more and more referring to new “gift economy” where companies must establish social relationships with customers FIRST
• #15: Wired magazine’s “The Web is Dead, Long Live the Internet” articlePure HTTP (web) traffic smaller and smaller proportion of totalReplaced by apps and APIs“walled gardens”Result – search engines less influentialSEM – old currency = links, new currency = people
• #17: In gift economy, your gift can be content you create
• #18: Use the democratic web 2.0 process to your advantage to spread ideas
• #19: We’re in business after all, so ultimate goal is to convert & measure
• #20: That’s what inbound marketing is all about
• #21: Create remarkable contentOptimize it for searchPromote through social media (and traditional)Convert visitors to leads and leads to customersAnalyze, rinse and repeat