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Content Marketing Challenges in the Next Decade

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How we tackle Content Marketing Challenges at Head Office : a datadriven vision based on our experience, tools and industry literature.

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Content Marketing Challenges in the Next Decade

  1. 1. How to handle content marketing challenges in the next decade…
  2. 2. 1/ Top Challenges are engagement and measurement* *Biggest Content Marketing Challenges in according to Marketing Profs (2016)
  3. 3. 2/ “The path to engagement is paved with purpose” AWARENESS (Inspire) CONSIDERATI ON (Inform) PURCHASE (Influence) ADVOCATE (WOM) Greater Good Value Greater Good Value Practical Value *Russell Sparkman – University of Washington - 2016
  4. 4. 3/ “Life’s too short to create content that does not matter”* *Russell Sparkman – University of Washington - 2016
  5. 5. 4/How do we create content that matters SEGMENT ANALYSIS PERSONAS CLIENTS PERCEPTIONS HATE/LOVE/PASSION CATEGORY ANALYSIS BRAND ANALYSIS Vision Mission Tactics Plans Strateg ies Objecti ves
  6. 6. 4/How do we create content that matters SEGMENT ANALYSIS PERSONAS CLIENTS PERCEPTIONS HATE/LOVE/PASSION CATEGORY ANALYSIS BRAND ANALYSIS Vision Mission Tactics Plans Strateg ies Objecti ves BRAND KEY BRAND RESEARCH ANALYSE
  7. 7. 5/ Produce content consistently RULES TOOLS REPORTINGS CREATE
  8. 8. 6/ Measure effectiveness of content CONTENT CONSUMPTION METRICS CONTENT ENGAGEMENT METRICS MARKETING & SALES METRICS OPTIMIZE & AMPLIFY
  9. 9. 7/ A nice website is not enough… *The Decentralized Cont Marketing Playbook – Hubspot – September 2016
  10. 10. 8/ Welcome in the pay to play era!
  11. 11. 9/ Lead with value. What is your audience not getting? Give it to them.
  12. 12. 10/ Brands (have to) become media!
  13. 13. 11/ “Stop treating every piece of content as a lead-generating opportunity”* *CMWorld2016 - Jaybaer
  14. 14. 12/ “Building and maintaining an audience becomes cheaper than reaching it…” *Biggest Content Marketing Challenges in according to Marketing Profs (2016) CMWorld 2016 – Joe Puliizzi
  15. 15. 13/ “It’s not the best content that wins, it’s the best promoted content”* ORIGINAL RESEARCH STRONG OPINIONS FOR OPTIMAL CONTENT PROMOTION FOCUS ON *CMWorld2016 – Holly Pavlika
  16. 16. 14/ Content has a dual purpose : to inform us, as much as the buyers. PUSH PULL Website community pages Twitter Social Media (FB, Instagram, Pinterest) YouTube Télémarketing SMS Email Display Search Adobe C. SMS tool Twitter Insight Mailpacks App
  17. 17. 15/ If the brain processes visual info 60.000 x faster. Why are we so focused on text- based marketing content?
  18. 18. 16/ Strategy before tech…
  19. 19. 17/ “A responsive website is not a mobile strategy”* *Search Engine Watch 2016 – Gerald Murphy
  20. 20. 18/ Keep calm, and don’t stop experimenting Virtual Reality Whats’app CS Live Video Interactive content Audiobrand strategies Newsjacking
  21. 21. 19/ “Either fully commit to content marketing, or just go buy ads”* *CMWorld2016 – Joe Pulizzi
  22. 22. 20/ If you spend 10% of your ad budget in content marketing you will succeed We are an agency that helps companies interact with their audience with engaging content that performs. ENGAGING CONTENT STRATEGY DATA Prepared by Pieter Berwaerts Pieter.berwaerts@headoffice.be
  23. 23. Thanks for your attention HeadOffice - Persilstraat 51D, 3020 Leuven - T 016 88 20 201 - www.headoffice.be

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