#FutureofDisruptive Content

MarketingGeoffrey Colon, Microsoft Search Advertising / @djgeoffe / #DDSUM15

Hello, I’m Geoffrey Colon…

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I’d Like Your Participation Today…

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I’d Like You to Share What You Learn…

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Because The #Futureof of Marketing In the 21st Century Is About People and Participation…

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Because Marketing, Like Life, Imitates Art…

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Participation Helps Us All Learn…

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We All Participate When We Seek Knowledge…

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Which Allow Us To Perform Actions…

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Many “Experts” Say These Solutions Can Be Found Via Content...

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But We’re Overloaded with Information.

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So Let’s Disrupt How We Think About Content Marketing…

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The #Futureof Marketing Isn’t Really About “Content”...

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Nor Is It About “Marketing”…

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It’s About…

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And CONTEXT…

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People, Participation, Experiences…

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Our Wants, Needs, Feelz, Frustrations…

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Our Place In The World.

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What Is Relevant.

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So How Do We Connect In a World of Abundance?

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To Define OUR Future?

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Authenticity.

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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

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How Do We Show Authenticity?

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Storytelling meets Participation meets…

Storytelling was an ancient form of sharing. We had to share in order to survive.

Our past is prologue.

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Storymaking via Actions Made By Groups of People…

Real Life Examples:

#DDSUM15#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

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When We Communicate 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

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Reaching These Groups Not Using “Spray and Pray…”

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Because There Is A Better People-Centric Way…

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Storytelling Has Convinced Us That Quantified Amplification Works…

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The Biologically Rooted Process Is Working…

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But We Can Disrupt Such Thinking Because We Can Connect With Our Desired Audience…

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By Creating New Categories That Didn’t Exist…

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With A Multitude of Holistic Behaviors…

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In Order To Differentiate Ourselves…

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From All of the Noise and Clutter.

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What Do All of These Individuals Have in Common?

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The 10,000 Hour Rule:

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The 10,000 Hour Rule Isn’t About Practice As Much As Tinkering:

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The Most Notable “Tinkerer” Creations:

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The Most Notable “Tinkerer” Content:

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American Express Open Forum

Beats by Dre on Instagram

Behind the Scenes: Surface Pro 3

The 10,000 Hour Rule: Content Marketing Isn’t About Hitting a Switch Toward Success. It is Hours of Tinkering Toward a Zero End Goal. Ongoing Customer/Context Relationship Management

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What 5 Diverse Factors Can Help Us Create People-Centric Content in the Future?

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Summary: The #Futureof Content Marketing Begins w/ Understanding…

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Summary: The #Futureof Content Marketing Understands Culture…

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The #Futureof Content Marketing Redefines Success Measurement…

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The #Futureof Content Marketing Is Holistic By Design Using All Tools…

1. Search 2. Social3. Email4. Events 5. Influencers6. Video7. Thought Leadership8. Customer Listening

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The #Futureof Content Marketing Lesson: Learn, Unlearn and Relearn…

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Thank You…

GeoffreyColon.net

E: gcolon@microsoft.com linkedin.com/in/geoffreycolon@djgeoffe

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