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The Content 
Marketing 
Imperative 
Michael Brenner 
NewsCred – Head of Strategy 
@BrennerMichael
Great 
marketing 
is great 
storytelling
Today’s always-on, 
connected world presents a 
huge challenge and an 
opportunity for Brands
We need to connect 
with our audience 
through stories people 
love!
Today we are all connected
http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg
The first TV ad - 1941
Camel ad - 1950
Apple - “1984”
14
“Content Marketing 
is all the marketing 
that’s left!” 
Seth Godin, 2008
The Internet - Mosaic browser 1993
The first online banner ad - 1994
Thank You Mom - 2014
60-70% of marketing content 
goes completely unused. 
(Sirius Decisions)
73% of people surveyed wouldn’t 
care if the brands they use 
disappeared from their life. 
(Co.Exist)
80% of CEOs 
unsatisfied 
with CMOs 
(Fournaise Group)
WTF is wrong with marketing?
Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013
Banners? 
You are more 
likely to . . .
Remain Optimistic About Mobile Ad Spend Growth… 
Print Remains Way Over-Indexed
Unilever Marketing Spend 2000-2015
Unilever Marketing Spend 2000-2015
Unilever Marketing Spend 2000-2015
“Content Marketing ROI 
is 4X our traditional 
marketing spend.” 
Julie Fleischer, Kraft
FROM 
What will change in 2015? 
Content about us 
Content for social 
Disconnected digital channels 
Campaign-driven content 
TO 
Customer-centric storytelling 
Content at the core of everything 
Brand content hubs / publishers 
Continuous “culture of content”
“Brands need to 
take the phrase 
‘acting like a publisher’ 
literally.” 
Dietrich Mateschitz, Founder and CEO Red Bull
Examples: Brand Entertainment
41
Kmart 2014
Your audience wants stories! 
Will you give it to them? 
@BrennerMichael
47

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