Why content marketing is a big deal today - it's not something new
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Transcript of Why content marketing is a big deal today - it's not something new
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Content marketing has become a big deal…but
Why?
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This isn’t a new concept.
David Ogilvy used to write articles for his
clients that were advertisements
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“It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.” -David Ogilvy
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And some of the best ads are repeats of
previous motifs
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Schweppes – Commander Whitehead
Dos Equis – The most interesting man in the world
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Content marketing (with different names) seems
to reappear with the introduction of new
mediums
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John Deere – The Furrow
Magazines
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Oxydol – Ma Perkins Soap Opera
Radio
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Kraft Television Theatre
Television
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Display advertisements on social media and mobile phones don’t
work, but this problem has existed before
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There were tons of ads in newspapers
New York Times Pages 3 – 5, June 11, 1974
This is the only news on the page! So the display ad problem that plagues the internet, used to exist in printed news as well
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A lot of money is spent on digital ads that don’t work
2012 2013 2014E
Search 17.3 19.6 21.6
Display 14.8 17.6 20.6
$2.5
$12.5
$22.5
$32.5
$42.5
US Digital Advertising Spend
US
D (
Billion
s)
Source: eMarketer
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Social media is a new medium, and brands are
adopting it to reach their audiences directly
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Social media has overtaken search in content discovery
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Content marketing has gained an
enormous amount of popularity and
investment in the last couple years
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B2B 2014 Spending
B2C 2014 Spending
B2B Marketers B2C Marketers
Source: Content Marketing Institute
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Potential customers are discovering solutions to their problems rather than being pulled by
sales…
Why?
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66-90% of a buying decision is made before a customer contacts a sales person
Source: Forrester Research