Ever wondered if Content Marketing is a real thing or just a fad?

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C O N T E N T
M A R K E T I N G
W H A T ’ S T H E S T O R Y ,
I S I T F O R R E A L ?
1

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T o c o n n e c t t o a u d i e n c e s w e
m u s t c o n t i n u a l l y p r o d u c e ,
p u b l i s h a n d p r o m o t e
c o n t e n t t h a t ’ s t a r g e t e d a n d
v a l u a b l e
I T ’ S N O F A D , I T ’ S
R E F R E S H E D
50% of people’s time online is spent with
content on phones, desktops or tablets

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A D O P T I O N I S
A L R E A D Y H I G H
I t w a s n ’ t a l w a y s c a l l e d
c o n t e n t m a r k e t i n g , b u t i t ’ s
a l w a y s b e e n t h e r e
8 8 % o f o r g a n i za t i o n s u s e
c o n t e n t m a r k e t i n g

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W H A T ’ S C H A N G E D ?

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A U D I E N C E S
C O N T R O L
D I G I T A L
• What they want
• How they want
• When they want
• Where they want
T h e y w a n t v a l u a b l e c o n t e n t
o n - d e m a n d
2 1 % o f e m a i l r e c i p i e n t s
r e p o r t i n g e m a i l a s s p a m ,
e v e n i f t h e y k n o w i t i s n ’t

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I G N O R A N C E
I S B L I S S
• Tuning-out
• Ad blocking
• On demand TV
8 6 % s k i p T V c o m m e r c i a l s
A u d i e n c e s i g n o r e o r a v o i d
u n r e q u e s t e d p r o m o t i o n s a n d a d s

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L A R G E B R A N D S
D O I T A L L T H E
T I M E , B U T
T H E Y ’ R E
C H A L L E N G E D
The larger the
organization, the more
challenging it is
7 0 % l a c k s t r a t e g y t h a t ’ s c o n s i s t e n t ,
i n t e g r a t e d o r a g r e e d o n
• Fragmented organizations
• Too often campaign focused
• Lack the necessary skills
• Content is seen as a downstream tactic

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I T ’ S N O T J U S T
A B O U T W H A T Y O U
P R O D U C E .
H o w y o u p r o d u c e , p u b l i s h
a n d p r o m o t e i t f o r a
p a r t i c u l a r a u d i e n c e i s t h e
m a g i c s a u c e

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C O N T A C T : M A T T H E W C H A S E
M A T T H E W @ C H A S M . I N K
C H A S M . I N K / C O N T E N T - M A R K E T I N G