The Death of Content As King: How a Data Democracy Has Revolutionized Marketing

by Jon Hinderliter

Overview

No king rules forever. Since the early days of the internet, content marketing has been the battle cry of countless marketing experts promising free consumer attention forever in return for creating quality content. However, the platforms that dominate search, social, and e-commerce use data-powered algorithms to drive personalized experiences for billions of users and is now where the majority of advertising dollars are spent. A once in a century paradigm shift has occurred that requires new strategies for organizations to survive this data revolution.

The Death of Content as King is a methodically researched guide that helps you embrace data, not as the new king, but as the voice and vote of the consumer in this new era of data democracy.

Product Details

ISBN-13:	9781943226542
Publisher:	Tactical 16
Publication date:	12/10/2020
Pages:	196
Product dimensions:	6.00(w) x 9.00(h) x 0.45(d)

About the Author

Jon Hinderliter is the Director of Marketing and Communications for University College at Washington University in St. Louis where he manages integrated marketing strategies to help adult learners experience the impact of earning a world-class education. With over a decade of experience in data-driven marketing, he has managed hundreds of digital marketing campaigns, websites, social media properties, and mobile apps. He has a master's from Southern Illinois University Edwardsville where he wrote about the impact of fake blogs in 2010 and predicted the possibility of foreign influence on social media. Jon is a veteran, who retired in 2018 after 20 years from the U.S. Coast Guard Reserve with four years of active duty service after 9/11.

Table of Contents

Chapter One : The King is Dead

A Revolution in Binary

The King that was Promised

The Sun Never Sets on the Content Empire

Content Marketing Regime

No King Rules Forever

The Rise of a Data Democracy

Chapter Two: Living in the Data Democracy

If a Tree Falls in the Woods, Was Marketing Responsible?

The 5 W's

Form Follows Function

The Struggle of the Old Guard

No Such Thing as a Free Lunch

The Value to Marketing

Chapter Three: A Platform by Any Other Name

Pick a Color-Any Color

Let Me Google That For You

Et Tu, Google

Everything is Connected

Solve for Intent

Brand vs. Non-Brand

Actually, it's Both: the Journey and the Destination

Search Ends with Intent in Mind

Chapter Four: It's a Social World After All

Facebook Platform

Move Fast and Break Things

Stay Focused and Keep Shipping

Hacker Way

The Foolish Wait

Our Work is Never Over

Chapter Five: The 'Everything You Didn't Know You Needed' Store

The Everything Platform

It's All About the Long Term

Obsessing Over Customers

The Infinite Looping Marketplace

From A to Z to Threat

New and Improved Virtuous Cycle

"Alexa, Send Me an Easy Button"

If a Head is Cut Off, Two More Shall Take its Place

Chapter Six: Targeting the Consumer's Journey

Choose Your Own Adventure

Modern Consumer Decision-Making Journey

Retention Journey

Data Abhors a Vacuum

Chapter Seven:Personalization at Scale

Greeting Card Content

HELLO: My Name Is

Just Scale It

Money ball Fandom

Who's Watching Who?

Chapter Eight: Building a Data Democracy

Starting a Data Revolution

VOTE Data Frame work Model

Responsible Democracy

Greetings, Programs!

Do Hackers Dream of Electric Sheep?

If You Build It, They Will Come

Chapter Nine: Privacy in the Era of Data Democracy

Don't Be Creepy

Red Team

Facebook Under Siege

The Walled Garden Approach

This Is Why We Can't Have Nice Things

Chapter Ten: What's Next for the Data Democracy

The Content Wars 2: Streaming Edition

Good Morning Hal

There Can Only Be One

Worlds Built on Data

Author's Note

Acknowledgements

Footnotes

Bibliography

About the Author

About the Publisher