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.
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.
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?
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
