The future of content marketing, a presentation created for Content Jam

1. @ginidietrich
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2. Bones
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Gini

3. 3
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4. 4200 BC
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5. 1895
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6. 1900-1930
BRAND
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7. 1980-1990
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8. 2007
corporate-produced
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other

9. 2008
25%
75%
Content Marketing
other
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10. Today
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11. 11
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12. SOME STATS
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13. 7%
93%
use content marketing.
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93 percent of marketers
use content marketing

14. But what’s disappointing is
49% 44%
no
yes
more than half either
don’t have a documented
content strategy or don’t
know if they do
unsure
6%
Percentage of B2B Marketers That Have a
Documented Content Strategy
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15. 5%
unsure
That said, nearly three quarters
have someone in place to oversee
the content development
22%
no
73%
yes
Percentage of B2B Marketers With
Someone Who Oversees Content
Marketing Strategy
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... they’re just not doing
so strategically

16. Of the top 10 tactics marketers use today,
eight are content related
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17. Significant
Increase
8%
10%
Unsure
49%
Increase
33%
Remain the
Same
B2B Content Marketing Spending
(over the next 12 months)
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More than half of marketers
plan to increase their
spending in this area

18. Writing
Design
Distribution
Editing
Measurement
Planning
Buyer Persona
0%
18%
35%
53%
With writing and design the most
outsourced tactics in content development
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70%

19. Overall
Average
in house only
outsource only
both
Large
Companies
Small
Companies
56%
28%
66%
1%
1%
1%
43%
72%
33%
But what’s interesting is
there is a place for all of us.
Organizations are creating content internally, but also outsourcing it
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20. Content Marketing
in 2014 and Beyond
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21. 1
The Non-Sales, Clear Vision Content
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22. Helping PR Pros
Become...Well, Better
PR Pros
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23. 23
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24. Teaching People
How to Become
Foodies
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25. 25
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26. Providing
Chicago
Resources and
Education
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27. 27
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28. Making the
World a
Better Place
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29. 29
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30. Educating
Customers
About Food
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31. 31
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32. 2
Brand Journalism
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33. Making
Customers Part
of the Story
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34. 34
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35. Supporting Small
Businesses
Across the Nation
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36. 36
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37. Exploring the
Future of
World Trade
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38. 38
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39. Figuring Out the
Future of
Journalism
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40. 40
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41. Insights and
Analysis on
Content Strategy
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42. 42
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43. 3
Native Advertising
& Sponsored Content
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44. David Ogilvy
Had it First
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45. 45
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46. Paid Videos
Integrate with
Content
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47. 47
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48. Sponsored
Content
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49. 49
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50. Unique Playlists
for Working Out
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51. 51
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52. Specific Areas
for Sponsors
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53. 53
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54. 4
Employee Stories
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55. Making
Employees Part
of the Story
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56. 56
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57. Infrastructure for
Employees to
Contribute
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58. 58
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59. Employee
Recruitment
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60. 60
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61. Introduce
Employees
through Blogging
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62. 62
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63. 63
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64. 1)! The Non-Sales, Clear Vision Content
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65. 1)! The Non-Sales, Clear Vision Content
2)!
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Brand Journalism

66. 1)! The Non-Sales, Clear Vision Content
2)!
Brand Journalism
3)!
Native Advertising & Sponsored Content
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67. 1)! The Non-Sales, Clear Vision Content
2)!
Brand Journalism
3)!
Native Advertising & Sponsored Content
4)!
Employee Stories
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68. About Gini
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69. About Gini
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70. About Gini
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71. About Gini
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72. About Gini
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73. About Gini
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74. Thank You!
@ginidietrich
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75. 68
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