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2. Greatmarketingis greatstorytelling 3. Todays always-on,connected world presents ahuge challenge and anopportunity for Brands 4. We need to connectwith our audiencethrough stories peoplelove! 5. Today we are all connected 6. http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg 7. Buyer Journey Has ChangedSource: CEB 8. 13 9. Content Marketingis all the marketingthats 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 contentgoes completely unused.(Sirius Decisions) 15. 73% of people surveyed wouldntcare if the brands they usedisappeared from their life.(Co.Exist) 16. The half-life of a piece of contentshared on top social networks is 3 hours.(Half-life is the amount of time it takes content to reach 50% of the clicks itwill ever receive). Source: Bit.ly 17. 80% of CEOsunsatisfiedwith CMOs(Fournaise Group) 18. Marketing has amarketing problem! 19. Unique Point of View TrapHow brands canbecome consumedwith their story, nottheir customers. 20. Brands need totake the phraseacting like a publisherliterally.Dietrich Mateschitz, Founder and CEO Red Bull 21. Effective Content Marketers1. Document content strategy2. Consistently publish quality content3. Track Content Marketing ROI4. Map content to buyer journey5. Balance Paid, Owned, Earned Media 22. EffectiveContent MarketersIneffective ContentMarketersNo Strategy3%41%Has aContentMarketingStrategy54%DocumentedContentMarketingStrategy44%No StrategyDocumented ContentMarketing Strategy11%44%Has aContentMarketingStrategy 23. 2. Consistently Publish Quality Content11/19/2014 28 24. Boost credibility,publishing cadence anddirect traffic with a high-volumeof fully-licensed,compliant content.Share on-brandstories which arecreated specificallyfor you.Leverage snackablecontent through UGCthat engages yourtarget audience.LicensedContentCustomContentSocialContent 25. 3. TrackContentMarketing ROI11/19/2014 30 26. Content MarketingROI is 4X ourtraditional marketingspend.~ Julie Fleischer, Kraft 27. 4. Map content to the buyer journey 28. Analyze Content by Buyer StageEarly StageMiddle StageLate StageLate-StageContent66%Middle-StageContent28%Early-StageContent6% 29. 5. Balance Paid, Owned, Earned MediaUnileverMarketingSpend 2000-2015 30. 36 31. FROMWhat will change in 2015?Content about usContent for socialDisconnected digital channelsCampaign-driven contentTOCustomer-centric storytellingContent at the core of everythingBrand content hubs / publishersContinuous culture of content 32. The Future ofContent Marketing isInformative 33. The Future ofContent Marketing isVisual 34. The Future ofContent Marketing isShareable 35. The Future ofContent Marketing isEntertaining 36. Strategies for content marketingsuccess in 20151. Document goals and commit to measure ROI2. Volume, Value and Variety3. Map content to your customers journey4. 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. [email protected]
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