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Disruptive Content Marketing, Disciplined Results Geoffrey Colon, Microsoft Search Advertising / @djgeoffe / #ISUM15
| Date post: | 09-Jan-2017 |
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Marketing |
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Disruptive Content Marketing,
Disciplined ResultsGeoffrey Colon, Microsoft Search Advertising / @djgeoffe / #ISUM15
Hello, I’m Geoffrey Colon…
@djgeoffe
I’d Like Your Participation Today…
@djgeoffe
I’d Like You to Share What You Learn…
@djgeoffe
Because The World of Marketing In the 21st Century Is About Participating…
@djgeoffe
Because Marketing, Like Life, Imitates Art…
@djgeoffe
Participation Helps Us All Learn…
@djgeoffe
We All Participate When We Seek Solutions…
@djgeoffe
Which Allow Us To Perform Actions…
@djgeoffe
Many “Experts” Say These Solutions Can Be Found Via Content...
@djgeoffe
But We’re Overloaded with Information.
@djgeoffe
Let’s Disrupt How We Think About Content Marketing…
@djgeoffe
The World of Marketing Isn’t Really About “Content”...
@djgeoffe
It’s Not Even About Technology…
@djgeoffe
It’s About…
@djgeoffe
People, Participation, Experiences…
@djgeoffe
Our Wants, Needs, Feelz, Frustrations…
@djgeoffe
Our Place In The World.
@djgeoffe
What Is Relevant.
@djgeoffe
So How Do We Connect In a World of Abundance?
@djgeoffe
To Define the Future?
@djgeoffe
Authenticity.
@djgeoffe
Authenticity…
Authenticity is the degree to which one is true to one's own personality, spirit, or character, despite external pressures. A lack of authenticity is considered in existentialism to be bad faith.
@djgeoffe
How Do We Show Authenticity?
@djgeoffe
We Share Via Biologically-Rooted Logic & Emotions…
Biologically we are wired to share. Not just food, water and resources, but information too.
The section of the brain called the bilateral TPJ is dedicated to what other people think and feel.
The TPJ allows the association of emotions to events or individuals, aiding in the decision making process.
@djgeoffe
We Share Via Storytelling…Storytelling was an ancient form of sharing. We had to share in order to survive.
Our past is prologue.
@djgeoffe
And Enhance with Storymaking via Actions Made By Groups of People…
Real Life Examples:
#OccupyWallStreet#Ferguson#BlackLivesMatter#NoSyrianRefugees#Anonymous#GrowthHacking#LeanStartup#disruptivefm#PPCChat
“We use other people's brains to navigate the world: to acquire skills and practices, and to access knowledge systems of long-dead strangers. We call this 'culture'.” ― Mark Earls
@djgeoffe
Top Down Communication is Strong Tied but S L O W…
Top Down Usually Uses Closed networks at specific audience e.g., Direct Messages, Facebook Messenger, WhatsApp, SMS Text, Email (Internal)
Network Communication Usually Uses Open networks. Information spreads quicker, e.g. Facebook, Twitter, Instagram, Tumblr, Snapchat and then can be discovered via search: Bing or Google
@djgeoffe
When We Participate We Must Think of Groups Rather Than Individuals…
CMOChief Digital OfficerMarketing DirectorMarketing ManagerSearch Marketing ManagerSocial Media Manager
Marketing DepartmentDigital Marketing TeamSearch Engine Marketing TeamPaid Advertising TeamSocial Media Marketing Team
@djgeoffe
Why Do We Still Use “Spray and Pray?”
@djgeoffe
When There Is A Better People-Centric Way?
@djgeoffe
Because the Storytelling Shared Tells Us That Quantified Amplification Works…
@djgeoffe
The Biologically Rooted Process Is Working…
@djgeoffe
But We Can Disrupt Such Thinking Because We Can Connect With Our Desired Audience…
@djgeoffe
By Creating New Categories That Didn’t Exist…
@djgeoffe
In Order To Differentiate Ourselves…
@djgeoffe
From All of the Noise and Clutter.
@djgeoffe
We Should Strive To Be Like a Mix of Leonardo DaVinci and Oprah Winfrey and Grace Hopper and Russell Simmons…Generalist Hybrids
@djgeoffe
Instead of Being a Specialist…Be A Ronda Rousey
@djgeoffe
Diversify Your Experiences and Your Skills…
@djgeoffe
Have Your Audience Talking Even When Things Go Awry…
@djgeoffe
What 5 Diverse Factors Can Help Us?
@djgeoffe
Again, It All Begins By Understanding…
@djgeoffe
Live the Culture, Understand the Audience, Concentrate on Feelings…
@djgeoffe
Utilize Your Matrix of Tools…
1. People2. Distribution to a Targeted Audience Based on Context3. Diversified Content Creation4. Content Measurement5. Audience Evolution as a Result of Behavioral Change
Due to Technology
@djgeoffe
Put Them Into Action As a Marketing Generalist…
1. Search 2. Social3. Email4. Post-Digital 5. Influencers6. Video7. Thought Leadership8. Customer Listening
@djgeoffe
And Remember…
@djgeoffe
