http://www.b2bmarketinginsider.com/content-marketing/content-marketing-word-year
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:
Informative
Visual
Shareable (and snackable, consumable, digestible, and always-on)
Entertaining
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
18. 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)
20. 73% of people surveyed wouldn’t
care if the brands they use
disappeared from their life.
(Co.Exist)
21. 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
22. 80% of CEOs
unsatisfied
with CMOs
(Fournaise Group)
29. 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
37. 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”
42. 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
*Content loop 2015 proposal introduced original content, an element that will bring content to the next level.
-Original blog posts
-Original snackable videos (Wochit)
-Breaking down Capgemini content into snackable content through:
-Blog posts
-Infographics
-Short form video
-Slideshares
Finding the right combination of licensed content, original content and social content is key to executing a well-rounded content strategy.
Licensed content gives you an easy way to access a high-volume of content from credible sources, allowing you to boost publishing cadence.
Original content gives you the ability to share hyper-targeted stories which resonate with your audience and are optimized for SEO.
Social content allows you to always stay topical and publish content that is buzzworthy and trending.
We call this combination The Rule Of Thirds. Diversifying your content strategy allows you to scale.