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The Future of Content Marketing - BrandManageCamp

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The world is changing incredibly fast. And no function has been more impacted in the business more than marketing. Content marketing has emerged as a way for business to attract an audience vs. buying or interrupting them. Most of us are involved in content marketing at some level. But what does the future look like?

In this presentation, I present the 4 major trends you need to focus on in 2017

Published in: Marketing
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The Future of Content Marketing - BrandManageCamp

  1. The Future of Content Marketing Michael Brenner CEO, Marketing Insider Group Author, The Content Formula @BrennerMichael
  2. 1. Digital Changes Everything 2. Content Marketing Emerges 3. The Future of Content Marketing @BrennerMichael
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  4. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Me, 20 pounds years ago
  5. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Today we are all connected
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  9. @BrennerMichael
  10. Marketing Has A Marketing Problem @BrennerMichael
  11. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style @BrennerMichael
  12. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Camel ad - 1950
  13. 14© 2014 SAP AG or an SAP affiliate company. All rights reserved. of millennials said that a compelling advertisement would make them consider a brand more. 1% *Forbes/Elite Daily study, Jan. 2015. @BrennerMichael
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  18. What is the ROI? The First Banner Ad (1994) @BrennerMichael
  19. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Less likely to click on a banner than… @BrennerMichael
  20. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style What’s The ROI of Your Marketing Overall? @BrennerMichael
  21. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Explosion of Marketing Channels
  22. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketers Love Buying Tactics. But Winter is Coming! @BrennerMichael
  23. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 80% of CEOs unsatisfied with CMOs. ~ The Fournaise Group @BrennerMichael
  24. CEOs will no longer accept Marketing that doesn’t deliver results! @BrennerMichael
  25. 28© 2014 SAP AG or an SAP affiliate company. All rights reserved. What’s The ROI?
  26. 29© 2014 SAP AG or an SAP affiliate company. All rights reserved. What’s The ROI?
  27. What’s The ROI?
  28. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The average click-through rate of display ads (DoubleClick).06% 10% Banner ad clicks by Bots (comScore) 50% Clicks on mobile ads that are accidental (GoldSpot) What’s The ROI of Banner Ads? 40 # of ad exposures to cause a decline in sales (Advertising Research Foundation)
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  30. STOP interrupting what people are interested in and be what people are interested in! @BrennerMichael
  31. 1. Digital Changes Everything 2. Content Marketing Emerges 3. The Future of Content Marketing @BrennerMichael
  32. IMAGINE: You show up first in Google
  33. IMAGINE: You own the category www.makeup.com -- (owned by L’Oreal)
  34. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
  35. IMAGINE: You are top resource for consumers https://health.clevelandclinic.org/
  36. IMAGINE: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
  37. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Email, Search & Social -- 81% of Content Discovery Source: KoMarketing Associates Search Email Social
  38. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketing That Attracts An Audience Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
  39. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketing Attracts A Larger Audience
  40. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketing Attracts A Larger Audience
  41. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Unilever Marketing Spend 2000-2015
  42. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Unilever Marketing Spend 2000-2015
  43. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Unilever Marketing Spend 2000-2015
  44. http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ Content Marketing is Owned Media ”99+ Brand-owned Content Marketing Destinations”
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  46. The customer journey is nothing more than a series of questions that must be answered. @BrennerMichael
  47. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle styleYour Customers Middle Early What is / are? Why important Late Who? How much? Where? 1 StagePersona Questions / Concerns Keyword Volume 100 How to? 10 Your Customers’ Questions
  48. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Show me the money!
  49. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Content Marketing programs are assets with real value that grows over time. Need proof . . . @BrennerMichael
  50. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue
  51. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue Investment -------- >
  52. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue Investment -------- > @BrennerMichael
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  54. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 60-70% of marketing content goes completely unused. *Sirius Decisions @BrennerMichael
  55. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Behind every piece of bad content is an executive who asked for it. @BrennerMichael
  56. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Content Used 30% Content Not Used 70% Content Waste is a $100 Billion Opportunity* * Source: Econsultancy = $
  57. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style “Campaign Brains” and the “Culture of Promotion” @BrennerMichael
  58. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CONTENT MARKETING Articles News Infographics Social Content Quizzes Video Whitepapers Webinars Podcasts How-To Guides Events Newsletters Customer Profiles PRODUCT MARKETING & ADVERTISING Product content Offers Brochures Customer Testimonials Case studies Ads Create Content People Actually Want! 100 1 10 5 15 80
  59. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Organic Search Traffic REACH Unbranded Search Traffic LEADS CONVERT OTHER CONVERSIONS REVENUE Time on Site ENGAGE Social shares Subscriptions Bounce rate Retention Rate Upsells RETAIN Measure Content Marketing Results --> Subscribers produce 38X ROI --> Subscribers and are 9X more likely to convert
  60. 1. Digital Changes Everything 2. Content Marketing Emerges 3. The Future of Content Marketing
  61. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Maturity Audiences Only! Publish content to primary channel Distribute content to earned media Distribute content to paid media Measure ROI of content marketing Optimize and target distribution Optimize for subscriptions & offers Marketing ROI is the #1 Objective for Marketers in 2016 Documented content marketing strategy @BrennerMichael
  62. The Future of Content Marketing: 1. Specialization 2. Visualization 3. Personalization 4. Humanization @BrennerMichael
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  65. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style SAP Digitalist Mag Gets More Engagement Than Fortune, Fast Company and more…
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  67. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style “Unapologetically Christian humanitarian organization… We have ‘the Jesus’ people want.’”
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  69. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style You’ve got one life to live. Make it count
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  71. Casper’s Van Winkles • Effortlessly combines national housing news with articles on inspirational interior design, celebrity homes and company updates. • Up to 6 new posts per day • Distribution and large audiences across Facebook, Pinterest, Instagram, Twitter and Google+
  72. Casper’s Van Winkles
  73. The Future of Content Marketing: 1. Specialization 2. Visualization 3. Personalization 4. Humanization @BrennerMichael
  74. 77© 2014 SAP AG or an SAP affiliate company. All rights reserved. 7
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  80. The Future of Content Marketing: 1. Specialization 2. Visualization 3. Personalization 4. Humanization @BrennerMichael
  81. 10X CTR (eConsultancy, 2014; Criteo 2013; Onespot 2015) Re-Targeted Ads Content Works Better 100X CTR 70X Revenue Re-Targeted Banner Ads Re-Targeted Content Re-Targeted Content 0.06% - 0.6% 0.06% - 6.0% $1 - $70
  82. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CapGemini: Content-Loop.com
  83. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style It’s 6-7X cheaper to keep an existing customer than to acquire a new one. A 5% increase in retention = 95% increase in ROI.
  84. “You Bar” Content consumers stay as customers 3x longer. Shane Jordan Digital Marketing Manager Blue Cross BlueShield Alabama
  85. The Future of Content Marketing: 1. Specialization 2. Visualization 3. Personalization 4. Humanization @BrennerMichael
  86. 90© 2014 SAP AG or an SAP affiliate company. All rights reserved.
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  88. Art of The Trench
  89. When Michael thinks about video pop-up ads. Create content people love. @BrennerMichael
  90. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style @BrennerMichael
  91. Thank you! Michael Brenner CEO, Marketing Insider Group Author, The Content Formula Book Me To Speak: michael@marketinginsidergroup.com

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