Slides from Sean Tyson's Chief Strategy Officer. This 10 presentation was made at Microsoft Vancouver before the CMO of MEC, Anne Donohoe, presented.

1. Insights & Action
Quietly Navigating Content Marketing
Sean Tyson
Chief Strategy Officer
@QuietlyContent

2. Advertising Is
Not Working
Ad block is real and growing
615M devices (or 11% of the global internet
population) now use ad block
Programmatic is delaying the inevitable
Average CTR across all industries is 1.91% for a
search ad and 0.35% for a display ad
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PageFair 2017 Adblock Report WordStream Google AdWords 2017 Industry Benchmark Report

3. Content Is
Challenging Too
Non-working spend is growing
Brands are seeing an average annual increase of
50%, while working spend is increasing by only 7%
So is the insatiable need for content
Brands are producing three times more content on
average, but engagement is remaining flat
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Percolate 2016 The Cost Of Hidden Marketing Report Beckon 2017 Marketing Truth or Marketing Hype Report

4. It’s All About Strategy

5. 1. Purpose
2. Data
3. Iteration

6. Understand Where
Content Plays a Role
Identify at least one stage of the funnel to
produce content for
Use personas to understand consumption
habits
Use attribution to better define content
needs along the customer journey
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7. If You’re Not Using
Data, You’re Either
Lucky or Wrong
Review your data regularly
Don’t confuse KPIs – use the right metrics for
the right stage of the funnel
Pull from multiple sources and look for
relationships between them
Consider external sources such as search
trends and competitor performance
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8. Be Iterative, Learn
From Your Data
Leave holes in your long-term calendar to
allow room for data-driven opportunities
Double-down on what’s working
Use frameworks to foster a culture of
experimentation and testing
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9. Good News,
You Are Not Alone

10. Thank You
Sean Tyson
Chief Strategy Officer
@QuietlyContent