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Dirk Vandekerckhove, Director of Content Republic, explains in this presentation that in this digital age, every company must become a professional publisher. Consumers are constantly looking for relevant information and get drawn in by good content. Find out what Google learned from female farmers.
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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!
WWW.CONTENTREPUBLIC.BE
