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The Future of Content Marketing
Michael Brenner discusses the evolution and future of content marketing, emphasizing the importance of storytelling in engaging audiences. He highlights the challenges brands face, including poor engagement with existing content and the need for a clear content strategy that maps to the buyer's journey. Effective marketers focus on quality, consistency, and measuring ROI while leveraging various media types to connect with consumers.
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The Future of Content Marketing
- 1. The Future of Content Marketing Michael Brenner NewsCred – Head of Strategy @BrennerMichael
- 4. Great marketing isgreat storytelling
- 5. Today’s always-on, connectedworld presents a huge challenge and an opportunity for Brands
- 6. We need toconnect with our audience through stories people love!
- 8. Today we areall connected
- 9.
- 12. Buyer Journey HasChanged Source: CEB
- 13.
- 14. “Content Marketing isall the marketing that’s left!” Seth Godin, 2008
- 15. The Internet -Mosaic browser 1993
- 16. The first onlinebanner ad - 1994
- 17. Newspaper Advertising Revenue:Adjusted for Inflation, 1950 to 2013
- 18. Banners • 4X 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)
- 19. 60-70% of marketingcontent goes completely unused. (Sirius Decisions)
- 20. 73% of peoplesurveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist)
- 21. The half-life ofa 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)
- 23. Marketing has a marketing problem!
- 24. Unique Point ofView Trap How brands can become consumed with their story, not their customers.
- 25. “Brands need to take the phrase ‘acting like a publisher’ literally.” Dietrich Mateschitz, Founder and CEO Red Bull
- 26. 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
- 27. 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
- 28. 2. Consistently PublishQuality Content 11/19/2014 28
- 29. Boost credibility, publishingcadence 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
- 30. 3. Track Content Marketing ROI 11/19/2014 30
- 31. “Content Marketing ROIis 4X our traditional marketing spend.” ~ Julie Fleischer, Kraft
- 32. 4. Map contentto the buyer journey
- 33. Analyze Content byBuyer Stage Early Stage Middle Stage Late Stage Late-Stage Content 66% Middle-Stage Content 28% Early-Stage Content 6%
- 34. 5. Balance Paid,Owned, Earned Media Unilever Marketing Spend 2000- 2015
- 36.
- 37. FROM What willchange 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”
- 38. The Future of Content Marketing is Informative
- 39. The Future of Content Marketing is Visual
- 40. The Future of Content Marketing is Shareable
- 41. The Future of Content Marketing is Entertaining
- 42. Strategies for contentmarketing 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
- 43. Your audience wantsstories. Will you give it to them? @BrennerMichael
- 44.
Editor's Notes
- #30 *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.