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The Future of Content Marketing презентация
Содержание
- 1. The Future of Content Marketing
- 4. Great marketing is great storytelling
- 5. Today’s always-on, connected world presents a huge
- 6. We need to connect with our audience through stories people love!
- 8. Today we are all connected
- 9. http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg
- 12. Buyer Journey Has Changed Source: CEB
- 14. “Content Marketing is all the marketing that’s left!” Seth Godin, 2008
- 15. The Internet - Mosaic browser 1993
- 16. The first online banner ad - 1994
- 17. Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013
- 18. Banners 4 X more likely to be
- 19. 60-70% of marketing content goes completely unused. (Sirius Decisions)
- 20. 73% of people surveyed wouldn’t care if
- 21. The half-life of a piece of
- 22. 80% of CEOs unsatisfied with CMOs (Fournaise Group)
- 23. Marketing has a marketing problem!
- 24. Unique Point of View Trap How brands
- 25. “Brands need to take the
- 26. Effective Content Marketers Document content
- 27. Effective Content Marketers Ineffective Content Marketers No
- 28. 11/19/14 2. Consistently Publish Quality Content
- 29. Boost credibility, publishing cadence and direct traffic
- 30. 11/19/14 3. Track Content Marketing ROI
- 31. “Content Marketing ROI is 4X our traditional marketing spend.” ~ Julie Fleischer, Kraft
- 32. 4. Map content to the buyer journey
- 33. Analyze Content by Buyer Stage Late-Stage Content 66% Middle-Stage Content 28% Early-Stage Content 6%
- 34. Unilever Marketing Spend 2000-2015 5. Balance Paid, Owned, Earned Media
- 37. FROM Content about us
- 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 content marketing success in 2015
- 43. Your audience wants stories. Will you give it to them? @BrennerMichael
- 44. Questions? newscred.com sales@newscred.com
Great marketing is great storytelling
Слайд 18Banners
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)
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)
Слайд 2073% of people surveyed wouldn’t care if the brands they use
disappeared from their life.
(Co.Exist)
Слайд 21
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).
(Half-life is the amount of time it takes content to reach 50% of the clicks it will ever receive).
Source: Bit.ly
Слайд 24Unique Point of View Trap
How brands can become consumed with their
story, not their customers.
Слайд 25
“Brands need to
take the phrase
‘acting like a publisher’
literally.”
Dietrich
Mateschitz, Founder and CEO Red Bull
Слайд 26
Effective Content Marketers
Document content strategy
Consistently publish quality content
Track Content Marketing ROI
Map
content to buyer journey
Balance Paid, Owned, Earned Media
Balance Paid, Owned, Earned Media
Слайд 27Effective
Content Marketers
Ineffective Content Marketers
No Strategy
3%
41%
Has a Content Marketing Strategy
54%
Documented Content Marketing
Strategy
44%
No Strategy
44%
Has a Content Marketing Strategy
Documented Content Marketing Strategy
11%
Слайд 29Boost credibility, publishing cadence 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
Слайд 33Analyze Content by Buyer Stage
Late-Stage Content
66%
Middle-Stage Content
28%
Early-Stage Content
6%
Слайд 37
FROM
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”
Content at the core of everything
Brand content hubs / publishers
Continuous “culture of content”
What will change in 2015?
Слайд 42Strategies for content marketing success in 2015
Document goals and commit to
measure ROI
Volume, Value and Variety
Map content to your customer’s journey
Focus on visual, social, fun (headlines)
Start with owned, earned then paid
Volume, Value and Variety
Map content to your customer’s journey
Focus on visual, social, fun (headlines)
Start with owned, earned then paid
