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The Future of Content Marketing

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Last week I presented on a NewsCred webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.

I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.

I used some stats and research and graphs to show that content marketing is all the marketing that's left. And my focus for the future of content marketing was for brands to be:

Shareable (and snackable, consumable, digestible, and always-on)
But I don't think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!

So check out the presentation above

Publié dans : Marketing
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The Future of Content Marketing

  1. The Future of Content Marketing Michael Brenner NewsCred – Head of Strategy @BrennerMichael
  2. Great marketing is great storytelling
  3. Today’s always-on, connected world presents a huge challenge and an opportunity for Brands
  4. We need to connect with our audience through stories people love!
  5. Today we are all connected
  6. http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg
  7. Buyer Journey Has Changed Source: CEB
  8. 13
  9. “Content Marketing is all the marketing that’s left!” Seth Godin, 2008
  10. The Internet - Mosaic browser 1993
  11. The first online banner ad - 1994
  12. Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013
  13. 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)
  14. 60-70% of marketing content goes completely unused. (Sirius Decisions)
  15. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist)
  16. 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
  17. 80% of CEOs unsatisfied with CMOs (Fournaise Group)
  18. Marketing has a marketing problem!
  19. Unique Point of View Trap How brands can become consumed with their story, not their customers.
  20. “Brands need to take the phrase ‘acting like a publisher’ literally.” Dietrich Mateschitz, Founder and CEO Red Bull
  21. 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
  22. 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
  23. 2. Consistently Publish Quality Content 11/19/2014 28
  24. 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
  25. 3. Track Content Marketing ROI 11/19/2014 30
  26. “Content Marketing ROI is 4X our traditional marketing spend.” ~ Julie Fleischer, Kraft
  27. 4. Map content to the buyer journey
  28. Analyze Content by Buyer Stage Early Stage Middle Stage Late Stage Late-Stage Content 66% Middle-Stage Content 28% Early-Stage Content 6%
  29. 5. Balance Paid, Owned, Earned Media Unilever Marketing Spend 2000- 2015
  30. 36
  31. 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”
  32. The Future of Content Marketing is Informative
  33. The Future of Content Marketing is Visual
  34. The Future of Content Marketing is Shareable
  35. The Future of Content Marketing is Entertaining
  36. 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
  37. Your audience wants stories. Will you give it to them? @BrennerMichael
  38. Questions? newscred.com sales@newscred.com