It's time, once again, to tackle your annual marketing strategy. Gain a competitive advantage and create a modern marketing plan integrated with both the key foundations of content strategy, as well as cutting-edge tactics and technologies. In this webinar, Influence & Co. and PR 20/20 combine expertise to discuss their predictions for the emerging trends that every content marketer should be prepared for in 2019. They discuss: - What characteristics define content marketing today - Key findings from The State of Digital Media 2018 - 5 emerging trends, including a deep dive into marketing artificial intelligence - Plus, free resources that will help you map out your strategy around these new trends

1. The Future of Content:
Trends That Content Marketers Should Have on Their Radar

2. YOUR PRESENTERS
Paul Roetzer is the Founder and CEO of PR
20/20 and the Marketing Artificial Intelligence
Institute. He’s also the author of The Marketing
Agency Blueprint and The Marketing
Performance Blueprint. As a public speaker, he's
focused on making AI approachable and
actionable.
Paul Roetzer
Founder and CEO
pr2020.com
Tweet: @paulroetzer
Brittni Kinney
VP
influenceandco.com
Tweet: @bkblackandgold
Brittni Kinney is a VP at Influence & Co. who
loves discussing how content marketing can help
any marketing strategy achieve its full potential.
She likes her coffee black and her whiskey
straight, and she loves traveling.

3. What Defines Content
Marketing Today?
WHY WE’RE HERE
TODAY WE’LL BE COVERING:
Findings from The State
of Digital Media 2018
Emerging Trends and What
They Mean for the Future
of Content Marketing
Free Resources!

4. Blog and on-site content
Guest posts and articles
on publications your
audience reads
WHAT DEFINES CONTENT MARKETING TODAY?
CONTENT MARKETING IS A COMPREHENSIVE MARKETING STRATEGY THAT INCLUDES:
PR
Effective distribution
KPIs and in-depth metrics

5. Industry-Leading
Data-Driven
Educational
Amusing
WHAT DEFINES CONTENT MARKETING TODAY?
HIGH-QUALITY CONTENT MARKETING IS ROOTED IN CONTENT THAT IS:

6. 79 percent of editors say the biggest problem with
guest content is that it’s too promotional — an
increase of 8 percentage points from 2017.
FINDINGS FROM THE STATE OF DIGITAL MEDIA 2018
THE BIGGEST PROBLEM EDITORS HAVE WITH YOUR CONTENT:
56 percent said content isn’t a fit for their readership.

7. The biggest reason
publication editors accept
and publish guest content is
to share fresh perspectives,
expert opinions, and variety
in the content they provide
their audiences.
FINDINGS FROM THE STATE OF DIGITAL MEDIA 2018
THE BIGGEST PROBLEM EDITORS HAVE WITH YOUR CONTENT:
According to editors, great content is:
Non-promotional
Topic is a fit for their
readership
Shares original,
expert-level insights

8. EMERGING
TRENDS AND
WHAT THEY MEAN
FOR THE FUTURE
OF CONTENT
MARKETING
STRATEGY IS
GETTING STRONGER
BRAND AWARENESS
GOAL: LEAD
GENERATION
GOAL: THOUGHT
LEADERSHIP
GOAL: SEARCH
ENGINE OPTIMIZATION
DELIVERABLES DELIVERABLES DELIVERABLES
• Guest-contributed content
• Press mentions
• On-site content
• Gated content
• Email newsletters
• SEO audits
• Paid amplification
• Organic social media collateral
• Social following growth
• Guest-contributed content
• Press mentions
• On-site content
• Book production
• Email newsletters
• SEO audits
• Paid amplification
• Organic social media collateral
• Social following growth
• Technical website audit
• Keyword research
• Guest-contributed content
• PR mentions
• On-site content
SUCCESS METRICS SUCCESS METRICS
SUCCESS METRICS
• Average lead score
• Clickbacks to website
• Return visitor rate
• Lead conversions
• Finish rate on articles
• Social media shares across platforms
• Engagement score
• Content syndication
• Organic brand-building opportunities
(speaking engagements, awards,
podcasts)
• Search visibility
• Keyword rankings
• Organic search traffic
TECHNICAL REQUIREMENTS
TECHNICAL REQUIREMENTS
TECHNICAL REQUIREMENTS
• Website CMS and blog
• Marketing automation system
• Sales CRM
• Access to website analytics
• Access to social media profiles
• Website CMS and blog
• Access to website analytics
• Access to social media profiles
• Email automation
• Website CMS and blog
• Access to website analytics

9. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
CUSTOMER SUCCESS IS A BENCHMARK

10. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
THE FUNNEL IS CHANGING
From This To This
Marketing
Sales
Customers
Customers
Servic
e
Ma
rketing
Sales

11. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
DISTRIBUTION WILL REMAIN A DRIVER OF SUCCESS
Speaking Engagements
Email Marketing
Social Media
Sales Outreach

12. Artificial Intelligence
Machine Learning
Deep
Learning
natural
language
processing
computer vision
natural
language
generation
image recognition
@PaulRoetzer
EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING

13. Is the machine getting smarter on its own?
EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING

14. Our lives are already machine-assisted,
and our marketing will be too.
EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING

15. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING

16. Source: Google
EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING

17. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
IF visitor
registers for
the event,
THEN send
three-part email
campaign.

18. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
What if there are 200
registrations, across five
personas, originating from
multiple channels (social,
organic, paid, direct) that
require personalized emails
and website experiences
based on user history?
@PaulRoetzer

19. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
SOME COMPELLING STATS ON AI:
80% of what we do everyday will be intelligently automated
to some degree in the next 3-5 years.

20. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
SOME COMPELLING STATS ON AI:
Gartner forecasts AI-derived business value will reach $3.9 trillion in 2022.

21. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
SOME COMPELLING STATS ON AI:
McKinsey Global Institute estimates up to a $6 trillion impact of AI
and other analytics on Marketing & Sales

22. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
7 THINGS TO KNOW ABOUT AI
AI enhances human
knowledge and
capabilities. The future
is marketer + machine.

23. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
7 THINGS TO KNOW ABOUT AI
AI solves problems and
achieve goals more efficiently
than traditional marketing
technology.

24. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
7 THINGS TO KNOW ABOUT AI
Success with AI requires
data, intensive machine
training (by humans) and
ongoing experimentation.

25. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
7 THINGS TO KNOW ABOUT AI
AI gives marketers
and brands superpowers,
which can be used
for good or for evil.

26. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
7 THINGS TO KNOW ABOUT AI
AI has the potential to
make brands more human.

27. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
7 THINGS TO KNOW ABOUT AI
AI adoption in marketing
is still very early.

28. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
7 THINGS TO KNOW ABOUT AI
AI can be your
competitive advantage.

29. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
Assuming AI technology could be applied,
how valuable would it be for your team
to intelligently automate each use case?

30. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
AI Score for
Marketers

31. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
Intelligently Automated
Value (IAV) rating scale
68 use cases across
five sections with
slider scales.

32. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
The report page features
use-case based vendor
match recommendations
using conditional rules.
“Match” indicates which
use case rated 4 or 5
triggered the vendor card.

33. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
• Construct buyer personas based on needs, goals,
intent and behavior. (3.9)
• Define topics and titles for content marketing
editorial calendars. (3.6)
• Determine goals based on historical data and
forecasted performance. (3.3)
IAV Ratings Source: AI Score for Marketers (n=43 content marketing segment)
Building intelligent strategies.

34. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
• Analyze and edit content for grammar, sentiment, tone
and style. (3.3)
• Convert text to voice. (2.3)
• Create data-driven content. (3.5)
• Predict content performance before deployment. (3.6)
• Tag images and content with keywords and categories. (3.2)
IAV Ratings Source: AI Score for Marketers (n=43 content marketing segment)
Creating intelligent content.

35. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
• Engage users in conversations through bots and
chat. (3.5)
• Optimize email send time at the individual
recipient level. (3.5)
• Recommend highly targeted content to users in
real-time. (3.9)
IAV Ratings Source: AI Score for Marketers (n=43 content marketing segment)
Powering intelligent consumer experiences

36. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
• Adjust digital ad spend in real-time based on
performance. (2.9)
• Identify social media and news trends for
promotional opportunities. (3.2)
• Moderate comments at scale across social
channels. (2.3)
IAV Ratings Source: AI Score for Marketers (n=43 content marketing segment)
Managing intelligent cross-device and cross-channel promotions.

37. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
• Create performance report narratives based
on marketing data. (3.3)
• Discover insights into top performing
content and campaigns. (3.9)
• Forecast campaign results based on
predictive analysis. (3.5)
IAV Ratings Source: AI Score for Marketers (n=43 content marketing segment)
Turning data into intelligence.

38. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI
Marketing AI
Buyer’s Guide

39. EMERGING TRENDS AND WHAT THEY MEAN FOR THE
FUTURE OF CONTENT MARKETING
USE-CASE MODEL AND 5PS OF AI

40. www.MarketingAIinstitute.com
FREE RESOURCES!
PR 20/20

41. www.MAICON.ai
July 16 - 18, 2019
Cleveland, OH USA
TM
FREE RESOURCES!
PR 20/20

42. $500 OFF YOUR FIRST MONTH OF
SERVICES IF YOU SIGN BEFORE
JANUARY 30TH!
THE STATE OF DIGITAL
MEDIA 2018
CONTENT
MARKETING ASSESSMENT
Visit: https://offers.influenceandco.com/pr2020-webinar-promo
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