The Case for Content Marketing
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Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain an audience and drive action. By 2020, there will be 4 billion smartphones globally, with 4 out of 5 adults connected to the internet, showing how mobile and social media have changed consumer behavior. The rise of the social mobile consumer means marketers need to engage audiences with useful content that can be easily consumed and shared on mobile devices.
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The Case for Content Marketing
- 3. Amount of Global Digital Information Created & Shared Zettabytes
- 4. MOBILE and SOCIAL are changing everything.
- 5. Especially the way we market.
- 7. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive action.
- 8. The Rise of the Social Mobile Consumer
- 11. By 2020 there will be 4 billion smartphones on the planet
- 12. 4 out of 5 adults will be connected to the internet
- 14. MOBILE and SOCIAL have changed everything
- 15. Everyone now has a supercomputer with them 24/7.
- 16. 79% of smartphone users keep their phones with them for all but two hours of their waking day
- 24. Personal Taken everywhere Frictionless access to contacts Location-sensitive Camera Payments-enabled Sensors
- 25. 10 million Canadians use Facebook on their mobile devices every day.
- 26. 46% use Facebook while they shop
- 27. 47% use Facebook while they prepare a meal
- 28. 48% use Facebook while at the gym
- 31. Facebook now sends more messages every day than all the world’s telcos combined.
- 33. How do you engage the social mobile donor?
- 34. With teeny weeny mobile ads?
- 38. Engage the social mobile consumer with CONTENT!
- 39. In social, donors want stuff that informs, entertains or inflames. Stuff they can share with
- 40. On mobile, donors want stuff that is so relevant and useful that it has permission to enter this most personal of spaces.
- 43. Content marketing is the future of marketing. Questions?
Editor's Notes
- WhiIe I have a finance degree, I’ve spent my career in advertising and now I can’t tell my Black–Scholes from Dr. Scholl’s.
- Weighed 8 pounds, 0.1 megapixels and took 23 seconds to save. This iPhone weighs 1/25 of the original, takes a pic 80X more detailed and can share a photo with your 300 FB friends in about one second. Apple sold 25x more CPU transistors than were in all the PCs on Earth in 1995
- 1 zettabytes = 1 billion terabytes 1 Terabyte = 1 trillion bytes
- Today I will explain why mobile and social means we can no longer rely on traditional online and offline advertising to reach the donor.
- The time has come for content marketing.
- It’s been around for 100 years. And it’s never been more relevant. Because of the social mobile consumer.
- Today I will explain why mobile and social means we can no longer rely on traditional online and offline advertising to reach the donor.
- Every day I see the something I call the “Fisher-Price Effect” New technologies are greeted with derision by those resistant to change – and these people almost always find themselves playing catch-up later When the first PC was launched, people worked on mainframes, so the PC was called a toy When the first Mac was launched, it was called a toy by those who used PCs When the first cellphone was launched, it was called a toy When the first iPhone was launched, it was called a toy
- Sure we use our mobiles to Snapchat, but they are fast becoming an economic engine in the first world…
- And the third. There are more people in sub-Saharan african with cell phones than have access to proper drinking water The cheapest Android is now $35
- Sharing and viewing photos is the number one reason we use Facebook. 80bn consumer photos taken on film This year – 800bn photos shared on social networks More iPhones & Android phones sold than Japanese cameras
- Mobile video has just overtaken TV for Millennials
- Smartphones have disrupted social media.
- The Smartphone is the ultimate social device
- Show of hands…who uses what?
- More people work at the average Timmy’s franchise than worked at Whatsapp when it was acquired for $22 Billion.
- Ask room: “When was last time you clicked on a mobile ad?”
- Most clicks on mobile ads are accidental according to a PWC study.
- Home page traffic for most big web publishers has dropped to less than 5% of their total traffic.
- We’re becoming more selective with apps. This year has seen Canadians use fewer apps when compared to last year (a 26 per cent decline). Not only have app downloads decreased by 53 per cent since 2014 but app uninstalls have increased by 29 per cent since last year. So the odds are against your single purpose app breaking through
- They don’t want ads.
- They don’t want ads.
- 7 of the top 10 search ranking factors relate to social signals like comments, shares and likes. And the only way to get these social signals is with content.
- 7 of Top 10 Ranking Factors Relate to Content