This document discusses challenges and opportunities in content marketing. It notes that customers now make purchase decisions quickly based on in-the-moment information from their phones. It also says that millennials demand seamless experiences across channels. The document advocates connecting user-generated content with brand content and distributing it across all customer touchpoints for maximum impact. It provides examples from a company called StoryStream that saw large increases in website engagement and brand awareness by taking this connected content approach.

1. Connected Content
Alex Vaidya
CEO StoryStream
@alex_vaidya

2. 2
Challenges
Trends
Opportunities

3. 3
Challenges
Trends
Opportunities

4. 4
Brand
Website
Experiences Dealer Events
Dealer Website
Press & Key Influencers Dealer Showroom
Paid Media
Product Launches
Social Media

5. 5
Brand
Website
Experiences Dealer Events
Dealer Website
Press & Key Influencers Dealer Showroom
Paid Media
Product Launches
Social Media
Channels to Ecosystems

6. 6
“People evaluate purchase
decisions in-the-moment.”
Google Micromoments

7. 7
of smartphone users turn to
their phone to influence a
purchase decision while in a
store.
82%
Google Micromoments 2015

8. Millennials Seek Authenticity

9. 9
Accenture 2014
of all millennials demand
an integrated, seamless
experience regardless of
channel68%

10. 10
New formats
Vertical Video

11. 11
More authentic content
in more places at the
right time

12. 12
Challenges
Trends
Opportunities

13. 13
Marketers cite ‘content
production’ as the content
marketing challenge44%
eConsultancy 2014

14. 14
Content sits in silos

15. 15
Technology leads before
content is well considered

16. 16
Challenges
Trends
Opportunities

17. 17
Need good content, right
time & place

18. 18
Supply & Distribution

19. 19
Where can I find a good
source of content?

20. Customers are your
best sales peopleUGC

21. 21Ipsos MORI 2014
50% UGC is more trusted
than any media
It sells…

22. 22
Customer
Fan
Influencer
Employee
Lots of it…

23. 23
Content already
exists

24. 24
Brand
Website
Social MediaPress & Key Influencers Dealer Showroom
Paid MediaExperiences Dealer Events
Product Launches Dealer Website
Publish once,
be everywhere.

25. 25
Social Hubs
UGC Product Pages
Social Campaigns
In-store Activations
How?

26. Combine UGC and brand content.
Publish to any customer touchpoint.
Connected Content Marketing

27. Connected Story

29. 29

30. 30

31. 31

32. Employee Experiences

34. Customer Stories

37. Hero Experiences

38. 38

39. 39
increase in website
dwell times
compared to normal
StoryStream Average
350%

40. 40
increase in brand
awareness compared
to normal
StoryStream Average
83%

41. Customers are your best sales people.
UGC is the limitless content
marketing fuel you need.
Connect the dots across your
ecosystem.

42. alex.vaidya@storystream.it
www.storystream.it
@storystreamit
Come and see us at stand 370
Thank You