A Brief History of CONTENT MARKETING by CMI
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A Brief History of CONTENT MARKETING by CMI

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A Brief History of CONTENT MARKETING by CMI

A Brief History of CONTENT MARKETING by CMI

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A Brief History of CONTENT MARKETING by CMI A Brief History of CONTENT MARKETING by CMI Infographic Transcript

  • A BRIEF HISTORY OF For years brands have been telling stories to attract & retain customers. Here are a few great examples... John Deere launches customer magazine The Furrow launches in 1895 and now has a 1.5 million circulation in 40 countries and 12 different languages. One of the first signs of custom publishing found in cave paintings Loosely translated to “6 ways a spear can save you from wild boar.” P&G begins foray into radio soap operas with brands such as Duz & Oxydol - hence the “soap opera.”3 Sears launches World’s Largest Store radio program The station helped keep farmers informed during the deflation crisis with content supplied by Sears’ Roebuck Agricultural Foundation. Custom Publishing Council is born 18954200 B.C. 1930s 1922 Michelin develops The Michelin Guides 400-page guide, now with its iconic red cover, helps drivers maintain their cars and find decent lodging.1 UK Sees Boom in Customer Magazine Market4 Jell-O Recipe Book Pays Off Jell-O distributes free copies of a recipe book that contributes to sales of over $1 million by 1906.2 1900 1982 1985 1904 Burns & McDonnell Engineering Launch Benchmark Kansas City engineering and consulting firm, Burns & McDonnell, launches Benchmark magazine (still produced today). 1913 1998 ᮣ Spend on Custom Content Nears $20 BILLION ᮣ Penton Custom Media, in Cleveland, Ohio, begins use of term “CONTENT MARKETING” 2001 CMI is Born September 2011- Content Marketing World is born 2007 Microsoft Launches First Major Corporate Blog, Channel 9 Sherwin Williams launches STIR magazine for commercial interior designers and architects Nike+ Launches 2004 LiveVault’s John Cleese Video Goes Viral Global Brands Nike & Apple partner to create a product to map runs and track progress. 2005 2006 Hasbro partners with Marvel to create G.I. Joe Comic Book - Leads to Revolution in Toy Marketing The comic book series launches in 1982, spurring the G.I. Joe pop culture phenomenon. It was the first comic book ever advertised on TV and later led to a cartoon series. LEGO launches Brick Kicks magazine (Now LEGO Club magazine) Placeware, a spin-off of Xerox’s PARC Laboratory, starts offering web conferencing services 1987 1996 Get Content Get Customers, the Handbook for Content Marketing, is released American Express launches OPEN Forum Coca-Cola Releases Content 2020 Chief Content Officer magazine CMI launches Chief Content Officer magazine in print and digital. ᮣ 25% OF MARKETING BUDGETS spent on content marketing, 88% of all brands use content marketing 6 ᮣ Content marketing spend in the UK nears £1 BILLION 7 of the top 10 UK Newsstand Publications Are Corporate5 Red Bull launches Red Bulletin magazine Content Marketing Books Flood In 2008 2010 2011 P&G launches BeingGirl.com P&G’s content site for teen girls found to be four times more effective than traditional advertising by Forrester. CONTENT MARKETING WORLD 2013 SEPTEMBER 9-10-11, 2013 • CLEVELAND CONVENTION CENTER • CLEVELAND, OH WWW.CONTENTMARKETINGWORLD.COM The Coca-Cola Content 2020 marketing plan focuses on branded storytelling at the center of all Coca-Cola marketing. Video targeting IT managers has over 250,000 downloads in a few months (this is before YouTube). Now key resource for small business, pages views grow 23x in just 2 years. Blendtec uploads first video on YouTube through series Will It Blend? Over 6 million views and 385 thousand subscribers. Leads to 700% growth in revenue. WHAT STORIES SHOULD YOU BE TELLING? Sources: 1 - Aprix Solutions - http://blog.aprixsolutions.com/2011/06/20/a-brief-history-of-content-marketing • 2 - http://library.duke.edu/digitalcollections/eaa_CK0029 3 - http://www.pg.com/en_US/news_views/blog_posts/2010/sep/soap_opera_era_ends.shtml • 4 - http://www.magforum.com/custom_publishers.htm 5 - http://www.campaignlive.co.uk/news/785643/Top-100-Magazines/?DCMP=ILC-SEARCH 6 - http://www.contentmarketinginstitute.com/2010/09/b2b-content-marketing/ Additional Sources: http://www.rexblog.com/2011/05/19/23189 • http://www.pg.com/en_US/news_views/blog_posts/2010/sep/soap_opera_era_ends.shtml http://en.wikipedia.org/wiki/G.I._Joe:_A_Real_American_Hero_(Marvel_Comics) • http://www.magforum.com/custom_publishers.htm • http://info.cern.ch http://en.wikipedia.org/wiki/Website • http://www.americanbusinessmedia.com/images/abm/pdfs/committees/oppb2bpubs2003.PDF http://channel9.msdn.com • http://www.campaignlive.co.uk/news/785643/Top-100-Magazines/?DCMP=ILC-SEARCH • http://willitblend.com http://blog.junta42.com/2008/02/pg-does-it-agai/ • http://thecontentlab.icrossing.com/post/6586774751/how-american-express-open-forum-rocks-content-marketing http://www.contentmarketinginstitute.com/2010/09/b2b-content-marketing/ • http://apa.co.uk/about-us • http://www.contentmarketinginstitute.com/chief-content-officer