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The Future of Content: Trends That Content Marketers Should Have On Their Radars

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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

Published in: Marketing
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The Future of Content: Trends That Content Marketers Should Have On Their Radars

  1. 1. The Future of Content: 
 Trends That Content Marketers Should Have on Their Radar
  2. 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. 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. 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. 5. Industry-Leading
 
 Data-Driven 
 Educational
 
 Amusing WHAT DEFINES CONTENT MARKETING TODAY? HIGH-QUALITY CONTENT MARKETING IS ROOTED IN CONTENT THAT IS:
  6. 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. 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. 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. 9. EMERGING TRENDS AND WHAT THEY MEAN FOR THE FUTURE OF CONTENT MARKETING CUSTOMER SUCCESS IS A BENCHMARK
  10. 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. 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. 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. 13. Is the machine getting smarter on its own? EMERGING TRENDS AND WHAT THEY MEAN FOR THE FUTURE OF CONTENT MARKETING
  14. 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. 15. EMERGING TRENDS AND WHAT THEY MEAN FOR THE FUTURE OF CONTENT MARKETING
  16. 16. Source: Google EMERGING TRENDS AND WHAT THEY MEAN FOR THE FUTURE OF CONTENT MARKETING
  17. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 39. EMERGING TRENDS AND WHAT THEY MEAN FOR THE FUTURE OF CONTENT MARKETING USE-CASE MODEL AND 5PS OF AI
  40. 40. www.MarketingAIinstitute.com FREE RESOURCES! PR 20/20
  41. 41. www.MAICON.ai July 16 - 18, 2019 Cleveland, OH USA TM FREE RESOURCES! PR 20/20
  42. 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 THE ULTIMATE GUIDE TO 
 EFFECTIVE CONTENT DISTRIBUTION INFLUENCE & CO. FREE RESOURCES!
  43. 43. THANK YOU!

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