Joanna Lord — The Future of Content Creation

Transcript

1. The Future of Content Creation @joannalord VP of Marketing ! ! ! ! ! ! Love your home.
2. Over 150M projects uploaded. Over 3M professionals listed. Over 1M homeowners. In 1,700 Lowe’s nationwide. Data coverage on over 99% of the U.S. homes. Over 250,000 person community. Over 1.5M monthly visitors to porch.com. Over 100M in fundraising. Over 500 employees. Less than 2 years old.
4. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
5. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
6. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
7. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
8. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
9. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
10. 2007: Twitter, micro content, WOM, UGC 2009: Mobile, interactive, real-time search 2011: Panda, quality, branded, shift social spend 2013: Brands as influencers, design is king 2015: Video, VOC, funnel agnostic 2005: CAN-SPAM, GA, LI, FB Authenticity 2000: Adwords, early blogs
12. Interactive Authentic Optimized Accessible Quality Beautiful Delightful Relatable Shareable Diversified
14. so how can we possibly keep up? stand out?
15. so how can we possibly keep up stand out?
17. type.! vehicle.! distribution.!
18. Community Owned Curated Data Culture type
19. Community Owned Curated Data Text Video Photo Podcast Micro Live Culture type vehicle
20. Community Owned Curated Data Text Video Photo Podcast Micro Live Product Social Syndication Partner Delivered Advertised Culture type vehicle distribution
21. Community Owned Curated Data Text Video Photo Podcast Micro Live Product Social Syndication Partner Delivered Advertised Culture type vehicle distribution UGC Contributor Expert Influencer Celebrity Reviews Testimonials Blogger Advice Contributor Team Ty/Jillian Selling Advice Pro Blog Porch Productions Lowes Brand Partners Digests Company Blog Recruiting Mission stories Infographics Whitepapers SOU Pieces Porch Examples Branded Created Corporate Featured Episodic Partner Ecosystem Collections Promoted Mission Storytelling Values Thought Leadership Product Industry Audience Insights Co-branded
22. type. community.! owned.! curated.! culture.! data.
31. Combined reach ! 26M ! readers Combined following! 80M ! community Combined Instagram! 57M ! followers Combined blogger badge! 55k ! links
32. blogger & influencer community isn’t new. but doing it better than before is.
33. blogger & influencer outreach isn’t new. but doing it better than before is. the future of content creation types will include: sub culture influencers tastemakers featuring the opposition machine curation at scale proprietary data as a product less moderation, more facilitation
34. vehicle. text.! video.! photo.! podcasts.! micro.! live.
37. #sadpants
44. diversifying your content portfolio isn’t new. doing it as the backdrop to their life is.
45. blogger & influencer outreach isn’t new. but doing it better than before is. the future of content creation vehicles will include: video foundation IoT integration nomadic experiential episodic content personifies them ! !
46. distribution. product.! social.! syndication.! partner.! delivered.! advertised.
53. contributing calendars & syndication isn’t new. serving the ecosystem as a publisher is.
54. blogger & influencer outreach isn’t new. but doing it better than before is. the future of content creation distribution will include: brand partnerships serving the ecosystem paid halos BD integration thinking as a publisher ! ! !
56. Content is a commitment, not a campaign. “ Jon Buscall, Head of Jontus Media
57. but let’s get tactical here. where do i start?
58. personas words, rituals, icons
59. content productization decentralization, infrastructure, autonomy
60. data accessibility content signals, framework, methodology
61. management concepting, creation, review
62. participating in the ecosystem servant marketing, BD, partnerships
64. Innovation, in the context of branding, is that which connects the familiar with the unknown. “ Phil Duncan, VP of Global Design Proctor & Gamble
65. Thank you. Want to chat about beautiful things? Let’s do it. @joannalord VP of Marketing ! ! ! ! ! ! Love your home.