42,000,000,000
To Make-up Mogul
WE ARE CHURNING
OUT NEW CONTENT
LAUREN LUKE
2007
YOU'VE BEEN DREWED
LIKE A
.COM
EVERY WEEK SINCE 2007
PRODUCT
LUKE
IS A
CONTENT
$100 MM
BRAND
BRAND
Branded content is created for a company. A content brand is created for a valuable audience.
6 WEEKS
OF INSPIRATION
A CONTENT BRAND?
THE POWER OF
Fan, follow, friend are all synonyms for subscribe.
THINK LIKE A TV EXECUTIVE
LONG-TERM RELATIONSHIPS OVER
VIEWS, IMPRESSIONS OR LIKES?
ASK YOURSELF...
SIMPLE SECRETS
How can we harness the power of a subscription?
GET RICH.
24,000
PRODUCTS
TARGET A NICHE.
TO DRIVING
NOTHING
has fueled our
FRACTAL
consumer culture more than
bit.ly/7tvsecrets
the content brands we love.
A fractal is generally "a rough or fragmented geometric shape that can be split into parts, each of which is (at least approximately) a reduced-size copy of the whole," a property called self-similarity.
SALES
5
Valuable content increases demand for the products and services you sell.
.
It inspires people to buy something they didn't know they needed.
AGRICULTURE
WITH VALUABLE CONTENT
AGRICULTURE
RANCHERS
RURAL
BIG
LIVESTOCK
SUBURBAN
SMALL
RABBITS
ANDERSON, SOUTH CAROLINA
MOBILE ALABAMA
CHICKENS
20K WEEKLY LISTENERS
ANDY SCHNEIDER
COMMERCIAL
BACKYARD POULTRY
HOBBYIST
$4 B in sales last year
FARMERS
WHAT IF...
We stopped trying to be everything to everyone?
ASK YOURSELF
Who's your chicken whisperer?
CREATE A
HOOK
ATTACH
$4 MM A YEAR 2006
MAKE AN
EXPLOIT
TALENT YOUR AUDIENCE TRUSTS!
CONTENT HOLES
ESPN'S Sportscenter meets wine tasting
APPOINTMENT WITH YOUR AUDIENCE
Dale Ordoyne, Cablevision
1993
WHAT IF...
@TPLDrew
THE JOE
...your content brand had a compelling hook?
ASK YOURSELF...
...what simple twist on a familiar theme will entrap or ensnare my audience?
SHOW
7:58 AM
CONTENT
OPPORTUNITIES EXIST
IN EVEN THE MOST CROWDED MARKETS
FANATIC
WHAT IF...
(617) 286-4009
You exploited a content hole in your market?
$60 MM A YEAR 2011
ASK YOURSELF
What's your FISH TV?
TRISH WITKOWSKI
Chief Folding Officer
Foldrite
WHAT IF...
...you attached talent to your content brand?
ASK YOURSELF...
Who does your audience already have a relationship with?
ROI?
Entire new line of business in workshops, spokesperson for brands & speaking globally.
4 YEARS
We just tried to own some quality time in our customer's inbox?
Partnership with USPS
WHAT IF...
We ignored click-through rates?
Our goal was a ZERO opt-out rate?
ASK YOURSELF...
What time in your audience's life can you own?
TELEVISION EXECS?
WE THOUGHT LIKE