Started in 2006, faced competition . Three years later they developed CM startegy
Sites provides great information but also gives Amex an opportunity to tie relevant services.Indirect marketing – helping
According to the CMI, B2B marketers invested on average 25% of their budget in content marketing in 2011 and 60% of B2B marketers are planning to spend more on content marketing in 2012.
Trend assessment - Content Marketing
Content Marketing Trend Assessment II April 10th 2012By: Deepti DhimanUniversity of Memphis, Memphis TN
What is the Trend?• Focus on creating exceptional and unique content that people want to read and share rather than creating things like brochureware• Shift to “Real Content Marketing”• Brands becoming “Publishers”
What is Content Marketing?• Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.Source: Content Marketing Institute
History of Content Marketing• 1900 – Michelin Guide• 1985 – Furrow Magazine
Why Content Marketing?• 2011 CMI Study – 9 out of 10 B2B marketers are using content marketing• No Barrier to entry – Content acceptance – Talent – Technology
Case 1 : Mint.com• Pioneer in successful blog content marketing – MintLifeBlog – Editorial Standard content • Fulltime editorial staff • Freelance contributor – Personal Network- Investment in social news sites like Reddit and Digg by posting articles and develop trust – Combination of content type- news and tips posts, link roundups, slideshows, videos and inforgraphics
Case 2 : American Express• OpenForum, an online community – Content cover running small business – Offer a community feel – Two parts • Idea Hub • The Community
Other Applications• Fashion Industry• Men’s Health Industry
Future of the Trend• Impact on Business Landscape – All businesses are media company – Focus on own media and less on paid media• Specific Industries and consumer segments that will be impacted – Everyone – New startups with content specific focus • Bringing writes and publishers together - Contently, Percolate • Pinterest and Instagram
Future of the Trend• How the trend will change moving forward – Marketing departments to look like publishing departments – Hiring of journalists, people with varied skills and subject matter experts – 60% of B2B marketers are planning to spend more on content marketing in 2012 as compare to 25% in 2011.
Future of the Trend• To stay ahead of competitors – – Understand informational needs of audience – Create quality content and distribute through multiple channels – Create content marketing strategy