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

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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Me, 20 pounds years ago

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Today we are all connected

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10. @BrennerMichael

11. Marketing Has A
Marketing Problem
@BrennerMichael

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@BrennerMichael

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Camel ad - 1950

14. 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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20. What is the ROI?
The First Banner Ad
(1994)
@BrennerMichael

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Less likely
to click on a
banner than…
@BrennerMichael

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What’s The
ROI of Your
Marketing
Overall?
@BrennerMichael

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The Explosion of
Marketing Channels

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Marketers Love Buying Tactics.
But Winter is Coming!
@BrennerMichael

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80% of CEOs
unsatisfied
with CMOs.
~ The Fournaise Group
@BrennerMichael

27. CEOs will no longer accept
Marketing that doesn’t
deliver results!
@BrennerMichael

28. 28© 2014 SAP AG or an SAP affiliate company. All rights reserved.
What’s The ROI?

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What’s The ROI?

30. What’s The ROI?

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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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33. STOP interrupting
what people are interested in
and be what people are
interested in!
@BrennerMichael

34. 1. Digital Changes Everything
2. Content Marketing Emerges
3. The Future of Content Marketing
@BrennerMichael

35. IMAGINE: You show up first in Google

36. IMAGINE: You own the category
www.makeup.com -- (owned by L’Oreal)

37. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe

38. IMAGINE: You are top resource for consumers
https://health.clevelandclinic.org/

39. IMAGINE: Marketing that attracts new buyers
AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division

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Email, Search & Social --
81% of Content Discovery
Source:
KoMarketing Associates
Search Email Social

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Marketing That Attracts An Audience
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy

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Marketing Attracts A Larger Audience

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Marketing Attracts A Larger Audience

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Unilever Marketing Spend 2000-2015

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Unilever Marketing Spend 2000-2015

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Unilever Marketing Spend 2000-2015

47. 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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4

49. The customer journey
is nothing more
than a series of
questions
that must be answered.
@BrennerMichael

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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

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Show me the money!

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Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .
@BrennerMichael

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-
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

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-
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 -------- >

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-
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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60-70% of marketing
content goes
completely unused.
*Sirius Decisions
@BrennerMichael

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Behind every piece
of bad content
is an executive
who asked for it.
@BrennerMichael

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Content
Used
30%
Content
Not Used
70%
Content Waste is a
$100 Billion Opportunity*
* Source: Econsultancy
= $

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“Campaign Brains”
and the
“Culture of Promotion”
@BrennerMichael

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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

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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

63. 1. Digital Changes Everything
2. Content Marketing Emerges
3. The Future of Content Marketing

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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

65. The Future of Content Marketing:
1. Specialization
2. Visualization
3. Personalization
4. Humanization
@BrennerMichael

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SAP Digitalist Mag Gets More Engagement Than
Fortune, Fast Company and more…

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“Unapologetically Christian humanitarian organization…
We have ‘the Jesus’ people want.’”

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You’ve got one life to live.
Make it count

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74. 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+

75. Casper’s Van
Winkles

76. The Future of Content Marketing:
1. Specialization
2. Visualization
3. Personalization
4. Humanization
@BrennerMichael

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83. The Future of Content Marketing:
1. Specialization
2. Visualization
3. Personalization
4. Humanization
@BrennerMichael

85. 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

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CapGemini: Content-Loop.com

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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.

88. “You Bar”
Content consumers
stay as customers
3x longer.
Shane Jordan
Digital Marketing Manager
Blue Cross BlueShield Alabama

89. The Future of Content Marketing:
1. Specialization
2. Visualization
3. Personalization
4. Humanization
@BrennerMichael

90. 90© 2014 SAP AG or an SAP affiliate company. All rights reserved.

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94. Art of The Trench

96. When Michael
thinks about
video pop-up ads.
Create content
people love.
@BrennerMichael

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@BrennerMichael

98. Thank you!
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Book Me To Speak:
michael@marketinginsidergroup.com