Attached is a 'quick fire' 10 minute overview of what I see as the key areas of focus to move content marketing on into 2018. It also contains some key results from our 2017 State of Content Marketing Survey.

1. + 3 other insights into the present and future of content
“YOU DON’T KNOW
WHAT YOU’RE DOING”

2. I’m concerned for the future
of digital content.
“

3. zazzlemedia.co.uk/the-state-of-content-marketing-
survey

4. Digital content budgets are
increasing but strategic
knowledge
is trailing behind.

5. 92%
*
*% of marketers are unclear as to
how best to execute strategy.

6. And yet we’re spending
more than ever…

7. 10%
21%
23%
33%
38%
60%
62%
65%
Using paid and earned social platforms
Finding the right agencies to work with
Video campaigns
Finding the best content writers/creators
Lack of marketing budget
Producing content consistently
Measuring ROI of content marketing campaigns
Producing engaging content
Or produce enough of it and
measure effectiveness…

8. WHERE ARE WE GOING
WRONG?

9. Content Marketers
celebrate this…

12. It’s about delivering constant

13. SO, WHAT DO WE
FOCUS ON?

14. BECOME A PUBLISHER
01.
‘Brand as Publisher’ is the future…

15. Brand as
Publisher
Imagine your
business as the
best selling magazine
in your niche. What
would your content
output look like?

16. HERO CONTENT
Proposed hero content idea for the Lease Car blog
towards the end of the six-month period…
Content is the ONLY glue that sticks
an audience together.

17. Look at the evolution
of mass media.

18. @simonpenson
The same is happening right
now online.

19. Designed
to build
long term
audience
Everything
from social
to email, paid
and PR is
integrated
Content works
through paid,
earned and
owned
seamlessly
Full mix of
strategic
content
produced
Central
Editorial
Plan
The answer is data-led
content strategy spanning paid,
earned & owned…

20. 34
Works in sales
Frequent traveller to meetings
Married with children
43
Part time nurse
Weekends away organiser
Married with older children
18
Student
Uses trains to go home
and see friends
Needs ‘cheapest’
Based on serving
persona need.
DAVID BERNAND AMELIA THOMAS CORINNA WEBER

21. SEE ALL ADVERTISING AS
CONTENT DISTRIBUTION
02.
Use programmatic to deliver content, not ads.

22. PUT.
CONTENT.
FIRST.

23. Ads are just holes
in the internet…
for content.
The blunt
approach has no
future.

25. Use it to tell stories
not just ‘sell’ stuff.

26. MAKE CONTENT
OPPORTUNITY
FOR OTHERS
03.

27. Because these guys
rule the world.

28. THANK YOU
FOR LISTENING!