Ahead of his presentation at the Content Marketing Summit in New York on December 11 & 12, we spoke to Thomas Allcock, Vice President of Ad Sales Marketing at Diply.
Thomas Allcock is the Vice President of Ad Sales Marketing at Diply, a leading social entertainment publisher for millennial women, where he oversees strategic direction and communications programs for the direct ad sales team. An award-winning integrated marketing and sales executive, Allcock is responsible for branded content development, cross-platform solutions, sales enablement, and marketing communications for the company’s top advertising categories, including CPG, automotive, beauty, retail, technology, and more. Prior to Diply, Allcock was the Vice President, Creative Marketing, Branding + Communications at Federated Media, where he managed the team responsible for ad sales and product marketing, corporate branding, and internal/external communications.
Beyond Diply and FM, Allcock has designed promotional and created branded entertainment programs for Fortune 500 clients, generating advertising revenue for industry-leading media companies, including Say Media, Healthline, Glam/Mode Media, InStyle.com, Rolling Stone, Us Weekly, GQ, and more. A graduate of the University of Rhode Island, Allcock resides in Manhattan.
How has the perception of content marketing changed in the past 5 years?
The role of content marketing has expanded due to the popularity of social media and the convenience of mobile devices where people can access and consume content anytime, anywhere. About five years ago, content marketing was primarily used as an extension of SEO to drive referral traffic and upper funnel conversions. Today content marketing has shifted from a nice-to-have to a need-to-have as part of the overall marketing mix to drive ecommerce, which is growing revenue driver for most media publishers, including Diply where we’ve seen immediate success.
With the amount of content around today, what do companies need to do to stand out?
We’ve reached a tipping point when it comes to content marketing. There’s so much content produced and published on a daily basis that it’s becoming more difficult for brand marketers to cut through the clutter and make an impact on the bottom line. With that being said, it’s imperative for brands to identify their target consumers and produce content that’s interesting and appealing to them. For a female millennial audience [Diply’s target demo], stories that are relatable, engaging, funny, or animal-focused are the ones that perform – and connect with consumers – best.
What is the single biggest mistake that companies make when implementing a content marketing strategy?
Brand marketers must produce, publish, and adapt content to where, when, and how your target audience is consuming content. For content production, marketing, and distribution there’s no “one size fits all” approach to cross-platform publishing. Think mobile-first, adapt to your audience, and test all assets and relevancy on various social channels to maximize engagement and reach.
What can the audience expect to take away from your presentation in New York?
My session, “5 Ways to Power Up Your Social Video,” will define and break down the fundamentals of social video and cover: