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Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN

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Content Marketing has and will continue to become the most effective means for brands to build relationships with prospective and existing consumers. Technology and the coinciding habits of how people investigate and interact with companies has forever changed. Content is the cornerstone. This meteoric rise creates the biggest opportunity for brands in a century and it also poses tremendous risk if not capitalized on appropriately. We can't let content become noise or irrelevant. I want to reinforce a few key areas of future focus in our evolution as content marketers.

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Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN

  1. 1. CONTENT MARKETING DO OR DIE NOVEMBER 4, 2015 MATTHEW PETERSEN
  2. 2. Been Around the Block! BLOCK Magazine Publisher Agency CEO Custom Publisher M&A
  3. 3. We’ve Come a Long Way Baby!
  4. 4. With great power comes great responsibility. Spiderman
  5. 5. ATTENTION
  6. 6. Message Bombardment
  7. 7. The basic economic problem is increased competition for attention. Hal Varian, Chief Economist, Google
  8. 8. Choices are infinite Attention is not
  9. 9. SHIFT THE POWER
  10. 10. Technology Puts Consumers in Control Time-shifting Subscribe/ Unsubscribe Direct Streaming Apps
  11. 11. Tuning Messages Out Ad Blocking the Latest Craze • 198 million active users • Grew by 41% in last 12 months • Estimated to cost publishers $22 billion during 2015 and over $40 billion by end of 2016 Source: PageFair and Adobe’s 2015 Ad Blocking report: “The cost of ad blocking,” updated on August 26, 2015
  12. 12. There’s a Better Way 74% of people prefer to learn about products via articles instead of advertisements Source: Content Council
  13. 13. Stop interrupting what people are interested in and become what people are interested in. Craig David, CCO, JWT
  14. 14. Getting Serious Brands increasingly building their “own” audiences Average Percent of Total Marketing Budget 12.6% 23.3% 31.1% Two Years Ago Currently Estimated Two Years From Now Source: Content Council – 2015 Study
  15. 15. Getting Serious $144 billion spent on content marketing in 2014 Heilig Stront! Source: PQ Media 2015 – 2019 Forecast
  16. 16. VALUABLECONTENT BUILDS BRANDS
  17. 17. People buy from who they like and trust.
  18. 18. Let’s not get confused Native Advertising is NOT Content Marketing
  19. 19. Win the hearts and minds of your audience. And, you will win their business forever.
  20. 20. RESPONDING BRANDS
  21. 21. Brand Publishing GAMES EVENTS WEBINARS EMAIL VIDEO WHITEPAPERS PUBLICATIONS BLOGS SOCIAL MEDIA WEBSITES BRAND Quality content on every page, screen, platform and device
  22. 22. Brand Publishing Publishing is the 5th P Product Placement Pricing Promotion Publishing 5
  23. 23. From box pusher to IT solutions provider
  24. 24. From faucets to design resource and inspirational content hub
  25. 25. Educating consumers on the benefits of home automation
  26. 26. The ultimate authority and resource for Association executives
  27. 27. Content Brands Expand Real Business CMO Food and Family Business HomeMade- Simple
  28. 28. Disintermediation Continues Coty acquires Content Agency Beamly As It Gears Up for P&G Deal Media House is booming – T.V., Print, Games, Events, Music, Online, etc… Marriott Launches Global Creative and Content Marketing Studio – Aims to be the go-to brand publisher for travel entertainment
  29. 29. RESPONSIBILITIES GREAT
  30. 30. 4 Future Imperatives Never Sacrifice Quality Lead with Strategy Maximize Mobile Measure
  31. 31. Quality Never compromise quality for quantity
  32. 32. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu
  33. 33. Strategy The best content marketing begins with a purpose.
  34. 34. Strategy Source: CMI 2016 Study Coincidence? AND 37% of B2C marketers say they have documented content strategy 38% of B2C marketers say their organizations are effective at content marketing
  35. 35. Strategy Agencies need to lead with strategy Clients need to demand a strategy Both need to execute on the strategy and evolve over time
  36. 36. Strategy MXM – Leading agency in U.S. publishes Marketing Playbook
  37. 37. I have made this longer than usual because I have not had time to make it shorter. Blaise Pascal, Famous French polymath
  38. 38. Mobile Responsive design is table stakes Mobile copywriting is here…concise is essential Imagery plays important role
  39. 39. Mobile Email is still a workhorse! Email is still a whopping 40 times more effective at acquiring customers than Facebook and Twitter combined. Over 45% of people open their emails on mobile phone Still in top 3 of tactics used by B2C and B2B Source: McKinsey and CMI - http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails-
  40. 40. However beautiful the strategy you should occasionally look at the results. Winston Churchill
  41. 41. You Can Only Measure What You Set Out to Achieve 2.6% 10% 14.2% 28.5% 33.8% 35.4% 41.9% 54.6% 63.8% 74.6% 80.4% Other (Nielsen, Google, etc.) Cost Savings Composite Engagement Score Loyalty Customer Retention Rates Brand Lift Acquisition Awareness Sales Engagement (Time on Site, Shares, etc.) Website traffic Source: Content Council – 2015 Study Which of the following does your company currently use to measure ROI for content marketing?
  42. 42. Audiences, Not Targets!
  43. 43. With great power comes great responsibility. Spiderman
  44. 44. Thank You

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