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State of Content Marketing

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A look at social media, mobile, and how they changed the way brands think about content.

A look at social media, mobile, and how they changed the way brands think about content.

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  • 1. The State of Content Marketing James Gross | james@percolate.com
  • 2. “Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, ebooks, infographics, case studies, how-to guides, question and answer articles, photos, etc.” Wikipedia
  • 3. The web phase of digital Search Banners Microsites
  • 4. Social changed content marketing forever.
  • 5. Year long campaign calendars
  • 6. What should I tweet about?
  • 7. Social 2010
  • 8. Facebook valuation was insane $11,000,000,000 Value of Facebook shares 2010
  • 9. Twitter: Had a vision for a business model
  • 10. LinkedIn: Professional network without content
  • 11. Google: A search company
  • 12. No global social platforms
  • 13. What happened?
  • 14. What happened? Mobile.
  • 15. Mobile changed everything
  • 16. Growth in mobile Platform adoption Ramps (Linear scale) 1000 Android 900 800 Millions of Users 700 600 500 400 300 200 100 0 0 4 8 12 16 20 24 Quarters after launch 28 32 36 iOS
  • 17. Global internet device sales In a few years the number of mobile devices will dwarf the number of PCs. 3,000,000,000 2,500,000,000 Tablets 2,000,000,000 Units We are here 1,500,000,000 Smartphones 1,000,000,000 500,000,000 Personal Computers 0 2000 2002 Gartner, Strategy Analytics company fillings. 2004 2006 2008 2010 2012 2014E 2016E
  • 18. Social: 2013
  • 19. Facebook valuation $113,000,000,000 Value of Facebook shares Facebook has1.19 billion monthly active users of which 874 million accessed the site from a mobile device. 2013
  • 20. Twitter has gone public $22,000,000,000 Value of Twitter shares 2013 Almost all Twitter’s growth and monetization is centered around Mobile.
  • 21. LinkedIn: $25B
  • 22. Up and coming platforms $ 4,000,000,000 $ 3,500,000,000
  • 23. Google: G+ is the future of the company
  • 24. The new world Market Value (Billions) 1050 Apple 700 Google Comcast 350 Disney Time Warner CBS Time Warner Cable 21 Century Fox Facebook LinkedIn Twitter 0 Social/Mobile BI Intelligence Old Media
  • 25. Whats next?
  • 26. The 'message' of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs. Marshall McLuhan
  • 27. “The railway did not introduce movement or transportation or wheel or road into human society, but it accelerated and enlarged the scale of previous human functions, creating totally new kinds of cities and new kinds of work and leisure.” Marshall McLuhan
  • 28. Scale:
  • 29. Scale: Global
  • 30. Largest Social Networks in the world Monthly Active Users (Unless Noted Otherwise) Tudou (China Only) 114 Instagram 150 Youku (China Only) 175 LinkedIn 184 Tencent Weibo 220 WeChat 236 Twitter 240 LINE 275 Tumblr 300 Google+ 327 WhatsApp 350 Sina Weibo 500 Qzone (China Only) 712 YouTube 1,000 Facebook 1,155 0 100 200 300 400 500 Source: Company Filings, News and Company Announcements, GlobalWebIndex 600 700 800 900 1,000 1,100 1,200 Billions
  • 31. Global Social: 2009
  • 32. Global Social: 2013
  • 33. Twitter international reach 300 250 Millions 200 150 Total 100 50 US 0 2010 Source: SEC Filings 2011 2012 2013
  • 34. Pace:
  • 35. Pace: Stream
  • 36. Creation and consumption
  • 37. The most used gesture in the world
  • 38. Pattern:
  • 39. Pattern: Content
  • 40. Number of photos shared per platform 400M 350M 350M 55M
  • 41. New medium. New media.
  • 42. Even search 7 of the top 8 signals in search are social Google +1 Facebook Shares Number of Back-Links Facebook Total Facebook Comments Facebook Likes Pinterest Tweets 0 Spearman Correlation - Study of Google Search Results 0.1 0.2 0.3 0.4 SearchMetrics | Ranking Factors Overview 2013
  • 43. Amount of content is growing Digital Information Created & Shared (zettabytes) 8 7 6 5 4 3 2 1 0 2005 2007 2009 2011 Note: * 1 zettabyte = 1 trillion gigabytes. Source IDC report “Extracting value from Chaos” 6/11 2013 2015E
  • 44. To conclude
  • 45. Social was the catalyst for redefining content marketing
  • 46. Mobile was the catalyst that changed the scale of social
  • 47. Content marketing is the best way in to these essential spaces
  • 48. Currently only 40% of the world is connected to the internet. By 2018, everyone will be connected.
  • 49. Thanks. James Gross | james@percolate.com