The Future of Content Marketing: 5 Beyonds
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The Future of Content Marketing: 5 Beyonds

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Content Marketing moves fast. It's good to step back and see where this thing is going. ...

Content Marketing moves fast. It's good to step back and see where this thing is going.
(Annotated slides from my recent #B2BHuddle session)

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  • Start with definition – everyone has their own, so didn’t want to confuse…
  • Viral… Hit a nerve: what all content marketers are and SHOULD BE worried about Naughty word… attitude & energy… Used Slideshare as a NEW MEDIUM
  • Most important trends: those shaping your marketI’ll focus on 2: how the discipline of CM is changing; how content itself and the context it lives in and the processes behind it are changing
  • Most important trends: those shaping your marketI’ll focus on 2: how the discipline of CM is changing; how content itself and the context it lives in and the processes behind it are changing
  • Looking at trends – not the ones that will happen to you, the ones you can MAKE HAPPEN
  • From static, print paradigm to dynamic screen experiences
  • Every Last Drop – Nice & Serious for Waterwise
  • AKQA for World Wildlife Fund
  • Search changed everything.But as content ocean grows, search is starting to fail us – as consumers of information and as marketers.As marketers: great stuff pushed off first page Like Oxford applicants.Next = COMMUNITY; an average piece of content with a great community can fly. A great piece with none can die.
  • From make it/Promote it/RepeatTo Library marketing
  • From one-size-fits-all content to PERSONALIZATION – The content reflects what the marketer knows about you:
  • Content teaches.Stops at imparting knowledge. Great – harvest your expertise to help your prospectsFuture: content that DOES stuff
  • The rise of TOOLS
  • The rise of TOOLS
  • Lived with SM long enough now to see: Social media is about PEOPLE not brands. People get followed, earn reputations as thought leaders, build communities
  • Jon Miller,Mike VolpeJohn WattonJoe Chernov and not just Marketers; Stars have Egos. Learn from Hollywood studios, sports teams: attract and keep stars.
  • Jon Miller,Mike VolpeJohn WattonJoe Chernov and not just Marketers; Stars have Egos. Learn from Hollywood studios, sports teams: attract and keep stars.
  • People‘Why’ not just ‘what’ – Simon Sinek, TEDDoing the right things not just saying the right things
  • People‘Why’ not just ‘what’ – Simon Sinek, TEDDoing the right things not just saying the right things
  • All this beyond adds up to the biggest challenge of them all CULTURE CHANGE Culture is How We Do Things Around Here Content Culture is a new way of doing things: Marketing, Sales, Customer Service, Product Dev…Marketers perfectly placed to lead this change. Beyond mere stewards of marketing budgets to LEADERS OF CULTURE CHANGE
  • All this beyond adds up to the biggest challenge of them all CULTURE CHANGE Culture is How We Do Things Around Here Content Culture is a new way of doing things: Marketing, Sales, Customer Service, Product Dev…Marketers perfectly placed to lead this change. Beyond mere stewards of marketing budgets to LEADERS OF CULTURE CHANGE
  • From make it/Promote it/RepeatTo Library marketing
  • Everybody turning to content. Teams everywhere. Issues with quality, consistency, cost effectiveness, duplication…
  • With Content Hub
  • Platforms or technologies arise to solve specific problems: CMS – to manage website content creation & presentation CRM – to manage customer data and interaction histories Marketing Automation – to scale up communications Lead Nurturing – to progress the purchase journey Email Service Providers – to manage all that outbound Analytics – to measure everything
  • To the Mother Platform
  • Rise of lead nurturing, marketing automation, revenue waterfall models and content mapped to purchase cyclesFrom content as fill in the matrix [MOFU for Persona B12]To quality…
  • T-pole pieces

Transcript

  • 1. Five BeyondsThe Future of B2B Content MarketingDoug KesslerVelocity Partners
  • 2. I gave a shorter version of thispresentation at a recent #B2BHuddle.Instead of just dumping the slides here, I thought I‟dsummarise the „talk track‟ for you in these clunky greyboxes.Cool event!Do NOT tell Jim and Joel, whodesigned the slides before I didthis terrible thing to them.And these annoyinglittle red side notes.
  • 3. Wherever you are on this crazy, mixed-up B2Bcontent marketing learning curve, it‟s a greattime to pause and think about where the wholething is headed.Why? Wayne Gretzky, said it best…
  • 4. Skate wherethe puck isgoing to be.In content marketing, it‟s good to know where things areheaded so you can meet them there.In short, don‟t be that guy running down the hall in 18months saying “Eureka! I‟ve invented the white paper!”White Papers died(of abuse) in 2007
  • 5. The mother trendThe Elephant-in-the-Room trend that all theother trends cower below is that contentmarketing itself has become a juggernaut.Google searches:“Content Marketing”
  • 6. It‟s a juggernaut because EVERYONEis getting into it in a big way.
  • 7. We wrote about this Content MarketingDeluge (and what you can do about it)in a recent Slideshare called Crap.Embarrassinglybrazen plug.Sorry.
  • 8. When that puppy went „B2B viral‟ onus, we thought about what works incontent marketing….Not real, “Charlie Bit MyFinger” viral but still…A timely issueSome attitude & energyA naughty word in the titleA story createdfor the mediumA huge dollop of luckReally strong design thatserves the content
  • 9. —ONE—Whatyou say—TWO—How yousay itTimely insights about yourmarket‟s killer issues. Style, yes, but also themedium you use whenyou tell your stories.And that made us think there aretwo main ways to stand out:
  • 10. Useful x Entertaining = EffectiveThe key to this formula isthe multiplication sign.It says that if either of thesetwo values is zero… so isyour impact.Which can be translatedinto a simple formula…
  • 11. So how you tell your stories can beas important as what stories youchoose to tell…That‟s why it pays to think aboutwhere content marketingstorytelling is going…
  • 12. And that brings us to the trends…About bloody time, right?
  • 13. Five Beyonds
  • 14. 1. Beyond GutenbergOur world is digital but we‟re stillstuck in the print paradigm.We make „eBooks‟ and„white papers‟ and PDFs…
  • 15. We need to start making dynamicscreen experiences not just digitizedpamphlets.Like ‟Every Last Drop‟,a wonderful scrolling sitefrom WaterWise
  • 16. Or thisengaging, immersive tabletapp from the WorldWildlife Fund
  • 17. 2. Beyond SearchWe can‟t rely on Google todeliver our audiences.(Soon, even some great content will onlymake it to page three).
  • 18. We need to build communitiesaround our brands.Like SEOmoz has done.A typical moz postgets thousands ofshares in days.Rand Fishkin andhis team earned thatthe hard way.And it has nothing todo with Google.
  • 19. Building a community around yourbrand will make your content flyeven when Google drops you.We need to be self-sufficient marketersnot Search Lackeys
  • 20. 3. Beyond One-Size-Fits-All ContentWe know lots about each prospect.But we still serve up the samecontent to everyone.The B2C marketersare getting on topersonalization in abig way. Don‟t letthem embarrass us.
  • 21. What manufacturersshould know aboutvehicle leasing.ManufacturersBig PharmaEnergy companiesvehiclecarCan our content be dynamicallyassembled on demand for each visitor?The better ad servers dothis for web bannercampaigns. Why not foryour next video ormicrosite?
  • 22. 4. Beyond TeachingToday, our content tells people stuff.What if it helped them actually do things?
  • 23. Get ready for the rise of Content Tools.Like Project Acceleratorfrom Citrix.It helps IT peopleplan, design, size anddeliver their desktopvirtualization environments.
  • 24. (Will this guy everstop pimping?)We tried this kind of thing with our ownBig Fat Content Marketing Strategy Checklist.
  • 25. 5. Beyond the Faceless BrandNo one ever knew the peoplebehind the brands.Social media is here.Now we do. And it‟s cool.
  • 26. The rise of the B2B rock starIf you‟re interested in marketingautomation, you probably know atleast one of these handsome dudes*.That would never have beentrue four years ago.*Miller, Marketo;Volpe, Hubspot;Chernov, ex-Eloqua;Watton, Silverpop
  • 27. Smart guy.The Google Gods reward youwhen you expose the peoplebehind your brand.
  • 28. This is part of a bigger trend,away from bullshit and towards...Doing great things for customersnot just saying great things to them.
  • 29. These trends and many others areadding up to a major challenge for B2Bcompanies.Drum roll….Cymbal crash!Uhh.. Turn page.
  • 30. Beyondyesterday‟sculture
  • 31. Beyondyesterday‟scultureHere‟s the big one, boys & girls.All this is about change.And change needs catalysts.And marketers are ideally placed to be thecatalysts our companies need right now.
  • 32. But to do that you need to stand up.You need to get out of your cubicle, marchdown to the cafeteria, climb up on to a tableand shout,“Hey! There‟s a huge opportunity out thereand it‟s called content marketing and weneed to be great at it and I can take us there.Who‟s with me?”Or you could do it ina memo, I guess.
  • 33. So there you go.Five trends in content marketing that youprobably should be planning for.Better still, instead of waiting for them tohappen, you could be one of the contentmarketers that makes them happen…Which brings us to aneven greater rolemodel than WayneGretzky…
  • 34. “The bestway to predictthe future isto create it.”Abraham Lincoln
  • 35. Those are the slides I covered at the#B2BHuddle.But wait. Here‟s a BONUS for web viewers who weredeprived the delight, nay ecstasy, of my personal presenceon the day…Thanks for theinvitation, Abigail
  • 36. Five bonus trends forB2B masochists…
  • 37. Beyond one-offsWe‟re moving from „fire & forget‟ contentmarketing to sustained, continuous librarymarketing.
  • 38. Resource LibraryWe‟ve got some great content for every stage of your journey:We‟ll help you ask theright questions and identifythe key issues.More advanced thinking,„How To‟ content and insightson the finer points.The essential informationand checklists to considerbefore you make a decision.I‟m digging deeperI‟m exploringI‟m getting readyto buyLike finding new ways to let prospects declare theirown stage in the purchase journey so we canserve up the right content for them…
  • 39. Beyond InboundIt‟s not good enough any more to createcontent and let it get discovered.Outbound is back:email, advertising, shouting fromrooftops…But this time we‟ll be marketing contentnot products.Think about this:Who sends out moreemails thanHubspot, the pioneer ofInbound Marketing?.
  • 40. Beyond Content IslandsContent teams are springing up all over bigcompanies. That meansduplication, confusion, waste andinconsistency.
  • 41. Here comes the Center of ContentExcellence to help all those teams get it right(and coordinate their efforts).Blog post about this onVelocityPartners.com
  • 42. CMSCRMLeadNurturingAnalytics MarketingAutomationBeyond Platform SilosIt sucks to have so many different tools andplatforms for content marketing
  • 43. CMSCRMMarketing Automation/EmailAnalyticsSocial Monitoring SearchThe Mother of All PlatformsThe Consolidation is on its way…Who will do this for us?Salesforce?Adobe?Oracle?We‟re waiting!
  • 44. Beyond PlumbingWith the drive to lead nurturing, content isoften seen as that colorless, flavorless liquidthat we pump into our persona/buying stagematrix.And that leads to crap.
  • 45. TimeGoodiesTimeGreat content marketing is powered by great content.The breakthroughpieces that deliver allthe goodies.
  • 46. 1. Beyond Print >>>>>>>>> to screen experiences2. Beyond Search >>>>>>>>>> to community3. Beyond One-Size-Fits-All >>>>>>>>> to personalized content4. Beyond Teaching >>>>>>>>>>>>> to content tools5. Beyond Faceless Brands >>>>>>>>> to rock stars & authenticity6. Beyond One-Offs >>>>>>>>>>> to sustained library marketing7. Beyond Inbound >>>>>>> to intelligent, content-led outbound too8. Beyond Content Islands >>>>> to the Center of Content Excellence9. Beyond Platform Silos >>>>>>>>>> to the Daddy of all Platforms10. Beyond Plumbing >>>>>>> to great contentGo beyond
  • 47. We’re Velocity Partners.We help B2B companies discover their mostcompelling stories and take them to market incool new ways.
  • 48. So it’s all ‘take, take, take’ is it?.We slave all day over a hot Powerpoint tomake great content for you.The very least you could do is visit ourwebsite and check some of it out.That way, you‟ll grow as a person and ourmetrics will spike like a punk‟s Mohican.Win-Win.