What does the future hold for content marketing? Axonn Media CEO Fergus Parker spoke at the Content Marketing Show in London in November 2013 about the key trends for the industry in 2014, and what marketers can do to prepare their strategies for these. He says that content is no longer king; it is the kingdom in which we all live. The new king is connection, with context as the queen and technology as the royal household. Other topics discussed include mobile, big data, social, budgets and brand reputation.

1. CONTENT MARKETING
TREND WATCH: 2014 and beyond
#royalcontent
@axonnmedia
Fergus Parker

2. #royalcontent

3. A way of creating
and sharing
content to
promote an idea,
engage an
audience and spur
them to action.
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4. What’s the most important component
of successful Content Marketing?
• Quality content
• Connection with your audience
• Context in which the content is presented
• The technology behind it
• Something else…!?
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5. LOOKING BACK
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6. 2004
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7. 2005
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8. 2006
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9. 2007
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10. 2011
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11. 90%
of the world’s information
today has been created
in the last 2 years
(source: IBM)
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12. (source: CMI/MarketingProfs)
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13. 58% of
marketers will spend
more on content next year
(source: CMI/MarketingProfs)
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18. WHAT NEXT?
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19. To what degree will content marketing
strategies change in the next 18 months?
• Change significantly
• Marginal change
• No change
• Don’t know... Help!
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20. WHAT NEXT?
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21. Content
is KING!
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22. Content is NOT King
Image: SBS
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23. Content is the
KINGDOM
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24. By 2020...
over 50 BILLION
connected devices globally
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27. Word cloud
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29. THE FUTURE
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30. PERSONALISATION
Customer content journey
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31. VISUAL
(source: Mind Tools)
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33. THE FUTURE
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34. USER EXPERIENCE
How do you
make BIG
data small
again?
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35. MOBILE
1.08bn
of the world’s
4 billion
phones are
SMART
PHONES
(source: Microsoft)
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36. Device ownership as % of global
population by the end of the year:
source:
BI Intelligence
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37. MOBILE
91%
of mobile internet access is
SOCIAL
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38. #royalcontent
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39. Questions?
#royalcontent
@axonnmedia
@contentplus
@newsreach
http://bit.ly/UKcontentmarketing2013