99. metadata should guide content
creation, curation and cultivation.
@hawkt | #csforum13
100. create curate
cultivate
content
marketing
editorial-quality text,
images and video
relevant, contextualized
third-party content
user-generated content:
comments, reviews,
posts, images, video, etc.
source: gartner, february 2013.
the three âCsâ of content marketing
@hawkt | #csforum13
101. text
articles, interviews,
blog posts, whitepapers,
case studies
create
imagery video multimedia feeds
photography,
infographics,
sketchnotes
interviews, demos,
behind-the-scenes,
webisodes
âsnowfallâ-style
immersive rich media
experiences
curated content via
partners and social
media platforms
@hawkt | #csforum13
102. original
material
created or
commissioned
by a brand
curate
social
feeds
cultivated
UGC
licensed
content
sponsored
content
twitter, facebook,
instagram, vine,
tumblr, blogs, etc.
content your audience
shares (submissions,
uploads, tags)
news feeds of
speciïŹc content
(licensed or full use)
third-party content
underwritten for
paid placement
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source: gartner, february 2013.
154. $40k-1mm per unit* big.
*This is the price range for a piece of HuïŹngton Post Partner Studio original content. Other rates may vary, obvs.
(source: http://digiday.com/publishers/huïŹngton-post-branded-conten/)
@hawkt | #csforum13
155.
156. in 2012, 10% of forbesâ revenue
came from native advertising.
(source: http://www.adweek.com/news/press/forbes-sponsored-content-bet-pays-148341)
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176. âno journalist would have to write this
piece of ad content about a brand
and then write a news story
about the same company.â
-jonathan perelman,
buzzfeed vp of agency + strategy
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178. 67% believe news
is often inaccurate*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
@hawkt | #csforum13
179. 75% believe news
is often inïŹuenced*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
@hawkt | #csforum13
180. 76% believe news
is often biased*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
@hawkt | #csforum13
181. truth be told, there is some bias...
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220. âcontent strategy is planning.
content marketing is one
tactic that might stem from
your careful planning.â
-@gigigriïŹs
source: http://www.content-for-good.com/2013/08/13/the-diïŹerence-between-content-marketing-and-content-strategy/
@hawkt | #csforum13
221. if you want native advertising
to work, you have to plan for it.
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