Talk presented at the 6th Customer Engagement Technology (CET) Conference. Dubai, UAE.

1. mibahrine@aus.edu
The 6th Customer Engagement Technology
(CET) Conference

2. Definition
OUTLINE
Significance by Numbers
Challenges
Paradigm Shift
Content Excellence
Recommendations

3. No Digital Marketing
without
CONTENT

4. Content Marketing
is all the Marketing that’s left.
Seth GODING, 2008

5. ● Content sometimes seems to have taken
over marketing to the point that it's hard to
distinguish from many other activities.
● It contains not just branded entertainment
and native advertising but social media,
search ads, events, product placement,
digital videos and much more.

6. You could make the case:
ALL
ADVERTISING IS CONTENT

7. ● Marc Pritchard, speaking at Cannes in June,
described the term content marketing as
■ "overused and underdefined,"
○ Pritchard would prefer All Advertising, based on
the Latin root "advert," which is to
■ "turn people toward" your product.

8. Procter & Gamble's
Marc Pritchard

9. "One of the biggest drivers of content
marketing is the CHALLENGE of
getting awareness through other
traditional channels,"
Ryan Skinner, Forrester analyst.

10. Forrester’s definition of content marketing:
■ "producing, curating and
sharing content that is
based on customers' needs
and delivers visible value.

11. Of Content Marketing
The Power

12. Content Marketing
●
●
● In 2007, Joe Pulizzi started playing around with the term
content marketing
○ Content Marketing Institute
○ Content Marketing World trade show
○ Books that include "Content Inc."
○ Documentary on the history of content marketing

13. Content Marketing
● Pulizzi's definition of content marketing:
○ "an approach to create a valuable,
compelling and relevant content on
a consistent basis and build an
audience over that time in order to
see some profitable customer action."

15. Stats You Need to Know
27,000,000 pieces of content are shared each day

16. On average, 28%
of marketing budget is now allocated towards
content marketing

17. 86%of marketers said they are using content
marketing

18. 86% of B2B companies use
content marketing

19. 77% of B2C companies use
content marketing.

20. 59% of marketers create at
least one piece of content each week.

21. 70% of consumers feel
closer to a company as a result of
content marketing

22. 80% of consumers enjoy
learning about companies through
personalized content

23. “More content is being created every 2
days in 2015 than has ever been
created from the beginning of time”,
E. Schmidt.

24. $26.5
$600
According
to PQ Media
global
spending
on content
marketing
Advertisers spend nearly $600 billion worldwide in 2015 (eMarketer)

25. 90%of businesses are doing content
marketing in some way, but their success rate is
30%,
Effectiveness

26. 21%of marketers said they are successful at
tracking the ROI of their content marketing programs
Effectiveness

27. Point: Content marketing is TIME CONSUMING
Content Auditing
Legal needs to see it
PR needs to see it
The brand needs to see

28. Point: Content marketing is HARD
Content Auditing
To do well,
To do fast,
To scale
To distribute

29. One Reason is
lack of strategy
Brands use content the same way they
use advertising
Challenge

30. 80%of all digital content is user/consumer
generated content
UGC

31. UGC

32. user generated videos receive 10Xmore views
than brand created video content
UGC

33. Everybody is in content marketing, whether you are a
producer,
user,
produser,
consumer
prosumer

34. PARADIGM
SHIFT

35. The Best Strategy
Content 2020 marketing strategy based
on the premise of moving from creative
excellence to content excellence
Coca-Cola’s content marketing strategy.

36. The creation of STORIES that are to be
expressed through EVERY possible
connection
Coca-Cola’s
Definition of CONTENT

37. The Best Strategy, The NOW < NEW > NEXT
70/20/10
Now: 70 percent
New: 20 percent
Next: 10 percent
Coca-Cola’s content marketing strategy.

38. #ThinkContent

39. #3Ds
Digital
Data
Direct

40. #3Ps
Profiling
Personas
Personalisation

41. #3Cs
Culture
Creativity
Content

42. it's a strategic mistake to think
of content marketing as a
replacement for advertising or
a panacea for ad blocking.

43. jury president David Lubars, chief creative officer at
BBDO, declared at Dubai Lynx 2015 (personal communication)
"The thing about this category to
me is that it's not even a
category anymore, it transcends.

44. Is It Content or
Is ItAdvertising

45. State of Content
Marketing in 2016