Stuff I watch so you don't have to. Version 1
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The document discusses thought leadership and how to promote it. It notes that behavioral targeting is declining as identity-based targeting using social media profiles becomes more prominent. The rest of the document outlines a thought leadership content strategy, advising establishing thought leadership through blog posts, podcasts and iterations rather than brand journalism or fluff content. It also notes that buzz drives recall and the brand voice generates buzz.
Stuff I watch so you don't have to. Version 1
- 1. Stuff we watch so you don’t have to. 6.1.17. Thought Leadership and How to Promote it.
- 2. “There is obviously a seismic shift from desktop ecosystems to mobile,” said Jason Beckerman, CEO of Unified. “But to me, the more interesting shift is from a world of behavioral and cookie-based targeting to identity-based targeting, leveraging the rich data from the world’s social networks.” Mary Meeker just released her 2017 Internet Trends report. What others have said is that the salient insight is that behavioral targeting is dying. What is emerging in its place is the use of data from LInkedIn, Facebook and Twitter (to some extent) to formulate thinking (not just content) that appeals to real people. Prelude to this PowerPoint Deck:
- 5. 1 | Establish thought leadership. (This is the step from which all other b:b steps follow.)
- 8. NO “brand journalism” NO fluff articles NO listicles NO brand newsroom NO NYT approach
- 9. SALESFORCE USES: Sales, Service and Analytics STUFF Blog, post, podcast, iterations.
- 12. This is B.S. This is true.
- 13. BUZZ DRIVES RECALL. “ Today a brand without buzz is a brand without impact. Graphic elements alone do not generate buzz. The brand voice and how it is messaged, designed and articulated generates the buzz.”
- 17. 5 What “reaching everyone” really means:
- 20. 5 What “reaching everyone” really means:
- 23. 7 What “reaching everyone” really means:
- 24. LTVC is impossible to measure !!!
- 26. A parting thought and suggestion. Not earth-shattering but clearly pointed towards creating this type of content over other types of content if you want to be a thought leader in b:b.
- 27. According to the report, total growth in internet users will be fairly flat this year, growing by 10 percent over last year. Meanwhile, time spent with digital media will see “solid growth,” especially in the realm of video. For example, over a four-year period, YouTube’s share of mobile traffic has fallen from 30 percent to 20 percent, while Facebook’s increased from 7 percent to 14 percent.