Put aside everything you think you already know about Content Marketing, because it’s changing every day. Let’s look at getting past the hype and instead, look at getting busy with a plan for 2015 — and the next five years. We are entering a new era of marketing, and it’s based on our ability to deliver experiences. How does content, and our ability to create value with it, play into that? Robert Rose, Chief Strategy Officer for the Content Marketing Institute addresses the following: · The latest trends in Content Marketing – fresh from CMI’s 2015 research · The future of Content Marketing and how it’s changing for both B2B and B2C companies · Key challenges and best practices with case studies from real companies

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CONTENT MARKETING 2015
Welcome to the 7th Era Of Marketing
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- than from the introduction
of the iPhone
- than from your first ever
possible tweet
- than from the creation
of a Facebook page
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Henry Brothers Sale Barn – Russellville, AR
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Where is content?Where is content marketing… at the heart!
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We shouldn’t wait for the train wreck…
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Which we still use today…
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“In the coming decade, marketing will be
re-engineered from A to Z. Marketers will
need to rethink fundamentally the processes
by which they identify, communicate and
deliver customer value.”
Philip Kotler, 1999
Kotler on Marketing
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Business As Usual – Isn’t.
Semi-skilled to knowledge
Organizations have flattened
Customer relationship inverted
System is now optimized
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1. It’s beyond relationships
Similar to Production
Era to Marketing Dept. Era
Loyalty is to approach not
to product or service
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2. Democratization of
content & experiences
The decline of “reach and
frequency”
The power AND risk of
not maintaining an
audience

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3. Marketing’s purpose in
the business
Our tendency: focus on
hardware/software
development
Creating value, not just
describing it

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“The purpose of business is to
create a customer, the
business enterprise has two–
and only two–basic functions:
marketing and innovation.
Marketing and innovation
produce results; all the rest
are costs. Marketing is the
distinguishing, unique function
of the business.”
- Peter Drucker
1954
Marketing is here to continually
evolve the customer.
We are here to create value.
Developing audiences will
become the critical method by
which we engage customers
through all aspects of the funnel

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Siloes are difficult – but
content can unify
B2C different than B2B –
structurally & strategically
Owned media, managed
as an asset, greatest
challenge for both

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It’s growing….
In “experimental” mode in
most brands
Most B2C brands are
mostly using “awareness”
and “recall” as the test tube
while B2B focuses on lead
gen.
Sales
90%
10%

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“Spaghetti against the
wall effort” for most
brands
B2C lags B2B in
confidence level
There’s a very distinct
reason for this

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Only 40% look at content
marketing as integrated
process
Those that DO feel great
about their process – HAVE
a documented strategy…
60% vs. 12%…

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Most marketers are
using an average of a
dozen channels
Not counting multiple
within those channels
(e.g. multiple blogs,
FB pages etc..)

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Still operating from the 4 P’s
and Reach and Frequency
Mistaking fast for quick,
We now do “small marketing”
– siloed even from ourselves

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OWNEDPAID
EARNED
We know this Why?
Our Attempt At
Content Marketing
Promoted
Social
Native
Ads
Huh?
Branded
Content
If we’re lucky
(more likely left of
center)PR & Social
Media

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OWNED
PAID
EARNED
Social
Native
Ads
Branded
Content
Low Risk High Risk
Known
Unknown
Advertising
Owned
Content
An owned media approach seems high risk, expensive and the result is unclear
PR

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Ongoing Effort To Engage Fashionable
Tastemakers
Owned Platform
Blog & Facebook Page & Parties…
Promoted through Contest…
- Goal to get flavors introduced
- Share flavors with their clients
Institute of Food Technologists Show…
- Now have engaged community of hot
bartenders and mixologists…
- Future product, insight and content
programs…
Reaching Back Beyond The Consumer – The Tastemaker

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- Awareness Experiences
(engage, entertain, inform)
- Nurturing Experiences
(trust, differentiation)
- Loyalty Experiences
(shared values)

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- Content can be the byproduct of what
we do – or a differentiating strategic asset
- Marketing must create value both inside
the company and external to it.

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“When the rate of change
on the outside exceeds
the rate of change on the
inside, the end is in
sight.”
- Jack Welch
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• Chief Strategy Officer for the Content
Marketing Institute
• Best-selling author of
Experiences: The 7th Era Of Marketing
and Managing Content Marketing
• Recognized expert in content marketing
strategy, digital media and the social web
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About Regalix
 An award-winning Global Co - Innovation company that
leverages technology and marketing to help companies grow.
 Forefront of Innovation
o Digital Marketing Services
o Technology Enabled Services
o Regalix Labs
 Multi-disciplinary Leadership Team & Strong Advisory Board,
175+ Team
 Fortune 500 and Venture Backed Customers (B2B and B2C)
 Global Operations: HQ in Silicon Valley, 2 Offices
 Industry Recognition
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SeventhEraOfMarketing.com
THANKS!
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