content marketing: everyone is a publisher

DIRK VANDEKERKCHOVE MULTIMANIA KORTRIJK, 22/05/2012

A PUBLISHER EVERYONE IS

Media and Business Hacks

WHAT GOOGLE LEARNED FROM FEMALE FARMERS?

•  Cookbook •  Bestseller •  Since 1927

BOERINNENBOND GOOGLE

•  Magazine •  Collector’s item •  Topics: data, creativity, …

CONTENT

IT’S ABOUT

CONTENT

MARKETING

CONTENT

MARKETING

ENGAGE YOUR CUSTOMERS WITH CONTENT

PRINT, TELEVISION, RADIO, MAGAZINES, CINEMA, OUTDOOR, BANNERS, DIRECT MAIL, SEM/PAID SEARCH, IN-STORE MEDIA

BROCHURE, RETAIL STORES, COMPANY WEBSITE, MICROSITE, COMMUNITY, FACEBOOK FANPAGE, MOBILE APPS ETC.

WORD OF MOUTH, FACEBOOK, TWITTER, DIGG, YOUTUBE, FLICKR, BLOGS, FORUMS

PAID OWNED EARNED

STRANGERS CUSTOMERS FANS

PRINT, TELEVISION, RADIO, MAGAZINES, CINEMA, OUTDOOR, BANNERS, DIRECT MAIL, SEM/PAID SEARCH, IN-STORE MEDIA

PAID

STRANGERS

•  Too many channels

•  Advertising overload

•  Critical consumer

CHALLENGES

BROCHURE, RETAIL STORES, COMPANY WEBSITE, MICROSITE, COMMUNITY, FACEBOOK FANPAGE, MOBILE APPS ETC.

WORD OF MOUTH, FACEBOOK, TWITTER, DIGG, YOUTUBE, FLICKR, BLOGS, FORUMS

OWNED EARNED

CUSTOMERS FANS

1.  Think crossmedia

2.  Be relevant

3.  Facilitate the conversation

OUR

ANSWER

CASE

URBAN-CRAFTS BY PALM    http://www.urbancrafts.tv/crafters/instrumentenbouw/212281/

CROSSCHANNEL online + offline

CROSSCHANNEL online + offline

RELEVANT VIDEO-CONTENT

SHAREABLE

CROSSCHANNEL online + offline

RELEVANT VIDEO-CONTENT

START PUBLISHING TODAY

•  What’s your (future) story?

•  Crosschannel publishing demands creativity, guts and expertise

Media and Business Hacks

THANKS!

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