The document discusses threats, opportunities, and the future of content marketing. It identifies key challenges like ad blocking, viewability, and load times that marketers face. However, it argues the best way to triumph is through good planning, engagement, and creative content. Good planning involves understanding consumer behaviors and conversations. Good engagement bases messages in culture and optimizes for each channel. Good creative sparks surprise, is part of a greater whole, and disrupts expectations. The future of content marketing will involve new formats like AR and VR as well as changes in distribution, personalization, and social commerce.

1. CONTENT MARKETING
THREATS
JON CARNEY
Chief Digital Officer, McCann Worldgroup EMEA

2. HERO, HUB, HYGIENE, LONG-FORM, SHORT-FORM, CLICK
BAIT, DATA -DRIVEN, VIDEO, IMAGE, TEXT, ILLUSTRATION,
ANIMATION, STOP-MOTION, INFOGRAPHIC, 4K, GIFFED,
CINEMAGRAPH, SHOPPABLE, VIEWABLE, STATIC, SILENT,
BOOMERANG, HYPERLAPSE, SLOW-MOTION, 3D GIFS,
STORIES, MOMENTS, DRONE, FILTERS, GEO-FILTERS,
STICKERS, LENSES, MASKS, GAMING, VISUAL, AUDIO,
HASHTAGS, VIRTUAL REALITY, AUGMENTED REALITY, PR,
MIXED REALITY, SPLIT-SCREEN, SHOW-ROOM, MULTI-SPACES,
PAID, OWNED, EARNED, RENTED, ORGANIC, BOOSTED,
PROMOTED, SPONSORED, USER-GENERATED, CO-CREATED,
INFLUENCER, 360, CHATBOT, INTEGRATED,
CONVERSATIONAL, CROSS-PLATFORM, SQUARE, VERTICAL,
CIRCULAR, AI-GENERATED… CONTENT.

3. AD BLOCKING
VIEWABILITY
LOAD TIMES / OPTIMISATION

4. BAD PLANNING
BAD ENGAGEMENT STRATEGY
BAD CREATIVE STORYTELLING

5. BAD PLANNING
BAD ENGAGEMENT STRATEGY
BAD CREATIVE STORYTELLING
CAN’T GET AROUND THE AD BLOCKERS
NOT EASY TO CONNECT WITH THE CAMPAIGN
NO ONE IS INTERESTED

6. 3 WAYS TO TRIUMPH

7. AD BLOCKING
VIEWABILITY
LOAD TIMES / OPTIMISATION
GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE

8. GOOD PLANNING
TAP INTO BEHAVIOURS THAT ALREADY EXIST (DATA & INSIGHTS)
UNDERSTAND THE CONSUMER CONVERSATION
UNDERSTAND WHERE THE CONVERSATION IS HAPPENING

10. GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE

11. GOOD ENGAGEMENT
BASE YOUR MESSAGE IN ACTUAL CULTURE

12. In the UK, over 6 in 10 women
still haven’t found a foundation that
perfectly matches their skin tone.
CHALLENGE

13. 2 NEW DARKER SHADES
WIDEST SHADE RANGE
98% OF UK SKIN TONES

14. DEEPER STORY
DIVERSE MARKET
+

20. GOOD ENGAGEMENT
OPTIMISE FOR THE CHANNEL

21. T A P T O O P E N

23. GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE

24. GOOD CREATIVE
SPARK ARTFUL SURPRISE

25. WEARABLES
SMART
TV
APPS
EARTH-
FRIENDLY
TECH
MOTION
DETECTION
INTERFACE
DESIGN
REAT-TIME
DATA FEEDS
SMART
CLOTHING
TRACKING
EARLY
ADOPTION
SUPER
COMPUTING
4K
VIDEO
GREEN
DATA
DIGITAL
IMAGERY
STATS
DEVICE
S
TOUCH
DEVICES
GRASS
COURT
DATA
NET
CORD
UMPIRE’S
TABLET
WATSON
& SOCIAL
HEAT
MEASUREMENT
HAWK-EYE
NADAL’S
SMART
RACKET
WATSON
DATA ENGINE
HIGH-FRAME
VIDEO
CONTENT
DAILY COURT
MEASURES
HIGH-SPEED
PHOTOGRAPHY 54, 250
BALLS
FEEDS
WIND
STAT
DATA
I N P URS UI T of
GR EATNESS

26. EARTH-
FRIENDLY
TECH
GRASS
COURT
DATA
MOTION
DETECTION
NET
CORD
INTERFACE
DESIGN
UMPIRE’S
TABLET
REAL-TIME
DATA FEEDS
WATSON
& SOCIAL
SMART
CLOTHING
HEAT
MEASUREMENT
TRACKING HAWK-EYE
EARLY
ADOPTION
NADAL’S
SMART
RACKET
SUPER
COMPUTING
WATSON
DATA ENGINE
4K
VIDEO
HIGH-FRAME
VIDEO
CONTENT
GREEN
DATA
DAILY COURT
MEASURES
DIGITAL
IMAGERY
HIGH-SPEED
PHOTOGRAPHY
STATS
54, 250
BALLS

28. GOOD CREATIVE
BE PART OF A GREATER WHOLE

31. GOOD CREATIVE
DISRUPT THE EXPECTED

34. GOOD PLANNING
TAP INTO BEHAVIOURS THAT ALREADY EXIST (DATA & INSIGHTS)
UNDERSTAND WHERE THE CONVERSATION IS HAPPENING
UNDERSTAND THE CONSUMER CONVERSATION
GOOD ENGAGEMENT
BASE YOUR MESSAGE IN ACTUAL CULTURE
OPTIMISE FOR THE CHANNEL
GOOD CREATIVE
SPARK ARTFUL SURPRISE
BE PART OF A GREATER WHOLE
DISRUPT THE EXPECTED

35. THE FUTURE OF CONTENT
MARKETING

36. FORMATS
AR, VR
DISTRIBUTION
DYNAMIC CREATIVE THROUGH PROGRAMMATIC
BOTS & AI
PERSONALISATION
SOCIAL COMMERCE
INFLUENCERS & PLATFORMS

37. THANK YOU