The Future of Content Marketing
Michael Brenner NewsCred – Head of Strategy @BrennerMichael

Great
marketing
is great
storytelling

Today’s always-on, connected world presents
a huge challenge and an opportunity for Brands

We need to connect with
our audience through stories people love!

Today we are all connected

http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg

Buyer Journey Has Changed Source:
CEB

13

“Content Marketing is all the
marketing that’s left!” Seth Godin, 2008

The Internet - Mosaic browser
1993

The first online banner ad
- 1994

Newspaper Advertising Revenue: Adjusted for
Inflation, 1950 to 2013

Banners • 4 X more
likely to be struck by lightning • 31 X more likely to win the lottery • 475 X more likely to survive a plane crash • 31% banners “unviewable” (Comscore) • 50% mobile banner clicks accidental (Goldspot Media) • Kraft rejects 75% -85% of banners due to quality (AdAge)

60-70% of marketing content goes
completely unused. (Sirius Decisions)

73% of people surveyed wouldn’t
care if the brands they use disappeared from their life. (Co.Exist)

The half-life of a piece
of content shared on top social networks is 3 hours. (Half-life is the amount of time it takes content to reach 50% of the clicks it will ever receive). Source: Bit.ly

80% of CEOs unsatisfied with
CMOs (Fournaise Group)

Marketing has a
marketing problem!

Unique Point of View Trap
How brands can become consumed with their story, not their customers.

“Brands need to take the
phrase ‘acting like a publisher’ literally.” Dietrich Mateschitz, Founder and CEO Red Bull

Effective Content Marketers 1. Document
content strategy 2. Consistently publish quality content 3. Track Content Marketing ROI 4. Map content to buyer journey 5. Balance Paid, Owned, Earned Media

Effective Content Marketers Ineffective Content
Marketers No Strategy 3% 41% Has a Content Marketing Strategy 54% Documented Content Marketing Strategy 44% No Strategy Documented Content Marketing Strategy 11% 44% Has a Content Marketing Strategy

2. Consistently Publish Quality Content
11/19/2014 28

Boost credibility, publishing cadence and
direct traffic with a high-volume of fully-licensed, compliant content. Share on-brand stories which are created specifically for you. Leverage snackable content through UGC that engages your target audience. Licensed Content Custom Content Social Content

3. Track Content Marketing ROI
11/19/2014 30

“Content Marketing ROI is 4X
our traditional marketing spend.” ~ Julie Fleischer, Kraft

4. Map content to the
buyer journey

Analyze Content by Buyer Stage
Early Stage Middle Stage Late Stage Late-Stage Content 66% Middle-Stage Content 28% Early-Stage Content 6%

5. Balance Paid, Owned, Earned
Media Unilever Marketing Spend 2000- 2015

36

FROM What will change in
2015? Content about us Content for social Disconnected digital channels Campaign-driven content TO Customer-centric storytelling Content at the core of everything Brand content hubs / publishers Continuous “culture of content”

The Future of Content Marketing
is Informative

The Future of Content Marketing
is Visual

The Future of Content Marketing
is Shareable

The Future of Content Marketing
is Entertaining

Strategies for content marketing success
in 2015 1. Document goals and commit to measure ROI 2. Volume, Value and Variety 3. Map content to your customer’s journey 4. Focus on visual, social, fun (headlines) 5. Start with owned, earned then paid

Your audience wants stories. Will
you give it to them? @BrennerMichael

Questions?
newscred.com
sales@newscred.com