The Future of Content Marketing

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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

The Future of
Content Marketing
Michael Brenner
NewsCred – Head of Strategy
@BrennerMichael

Today’s always-on,
connected world presents a
huge challenge and an
opportunity for Brands

We need to connect
with our audience
through stories people
love!

http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg

“Content Marketing
is all the marketing
that’s left!”
Seth Godin, 2008

Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013

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)

60-70% of marketing content
goes completely unused.
(Sirius Decisions)

73% of people surveyed wouldn’t
care if the brands they use
disappeared from their life.
(Co.Exist)

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

80% of CEOs
unsatisfied
with CMOs
(Fournaise Group)

Unique Point of View Trap
How brands can
become consumed
with their story, not
their customers.

“Brands need to
take the phrase
‘acting like a publisher’
literally.”
Dietrich Mateschitz, Founder and CEO Red Bull

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

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

2. Consistently Publish Quality Content
11/19/2014 28

3. Track
Content
Marketing ROI
11/19/2014 30

“Content Marketing
ROI is 4X our
traditional marketing
spend.”
~ Julie Fleischer, Kraft

Analyze Content by Buyer Stage
Early Stage
Middle Stage
Late Stage
Late-Stage
Content
66%
Middle-Stage
Content
28%
Early-Stage
Content
6%

5. Balance Paid, Owned, Earned Media
Unilever
Marketing
Spend 2000-
2015

The Future of
Content Marketing is
Informative

The Future of
Content Marketing is
Visual

The Future of
Content Marketing is
Shareable

The Future of
Content Marketing is
Entertaining

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

Your audience wants stories.
Will you give it to them?
@BrennerMichael

Questions?
newscred.com
sales@newscred.com

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