“Content” represents a dramatic shift
for marketing Creative Excellence content Excellence What brands Believe, know, OR HELP SOLVE AND STAndardized media EMBRACE OF new improve media and TEChnology What brands sell or feature
THE IMPORTANCE OF CONTENT MArketing:
The Industry - We are Doing It - 77% of brands in 2014 - …In More Places – Ave. of 12 Tactics/7 Platforms - …By Investing More - 78% say more $$$ in 2014 - …And It Frustrates Us – 95% of CMOs believe it is one of their
CONTENT 2015 – TREND #1
– MORE Social - social commerce 3X as fast as ecommerce/ native social content & ads will be 40% of spend Local - Location-based mobile media will double in market size by 2017 Mobile - half of email subscribers now open up emails in mobile , yet 42% of marketers rarely/never use responsive design in their emails. Sources: Internet retailer, Cisco
CONTENT 2015 – TREND #3
- PERSONALIZED “The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.’” • 41% of customers buy more when emails are personalized • 73% of shoppers prefer personalized experiences • …yet web personalization is currently 10th on list of marketing web priorities
CONTENT 2015 – TREND #4
– HYPER-CONNECTED In developed worlds, we will each have 26 smart, connected objects per person by 2020.
CONTENT 2015 – TREND #5
- AUTOMATED The average lifespan of a tweet is 12 minutes; a Facebook post is 30 minutes. 64% of content marketers biggest challenge is producing enough content.
New forms of content -
The Connected Home? Health: Automatically track blood pressure, weight, and activity Home Technology Application Areas Notify when someone is at the door, or when it opens or closes. Safety: Automatically light your entire path to the bathroom at Notify of water leaks Get an alert when night or flooding while medicine cabinet you’re away opens or closes Caregivers: Monitor fridge door to track mealtimes Get an reminder when the stove is left on
Content Transformation • Ignore the
8 content trends at your peril • Get more resources behind your content plans, stick to them • When confronted by more emotion and more data-driven content as options, choose both • Develop a culture of content – top-down and bottom-up • Develop marketing competencies across all 7 Chief Content officer areas NOW – 18 months is not long