Technology innovation has enabled incredible changes in the human behavior. If we look back just 20 years, we recall huge changes that disrupted the status quo: • In the mid 90’s, access to the internet changed the way people sought and consumed information (and marketers had to grapple with a whole new way of marketing online) • In the early 2000’s, online social networks allowed millions of people to connect with each other (and marketers had to develop playbooks to best engage with the prospects and customers) • In the late 2000’s, smartphones gave the public instant access to everything the internet offered, no matter where they are (and marketers had to ensure their content strategies were mobile-friendly) Today, we’re in the beginning of another period of major change -- where a number of innovations and shifts (to AI, bot platforms, voice based search, and further proliferation of video content, coupled with mobile-first consumers coming of age) will have a big impact on how marketers, and businesses in general, get things done.

1. HUSSEIN M. DAJANI / COO - HUG DIGITAL
THE
FUTURE OF
CONTENT MARKETING

3. THE WORLD HAS CHANGED.
MOST MARKETING SUCKS.

4. YET

5. MARKETEERS WANT TO SELL

6. BUT …

7. HOW DO THEY
BREAKTHROUGH
TO REACHING TO
CONSUMERS
WITH ALL THE CLUTTER?

8. THERE IS
A CONTENT
+MEDIA SURPLUS.

9. HUMANS HAVE
ATTENTION DEFICIT.

10. CUSTOMER JOURNEY IS
UNPREDICTABLE.

11. AND EVEN WORSE

12. MORE DATA
IS CREATED IN 2 DAYS,
THAN FROM BEGINNING
OF MANKIND TO 2015.

13. PARADIGM
SHIFT
BRANDS
CUSTOMERS
CUSTOMERS
BRANDS

14. CONTENT ON
MY TERMS
INTEGRATION ON
MY TERMS
MEDIA
DELIVERED
ON
MY TERMS
INFORMATION ON
MY TERMS
SHOPPING ON
MY TERMS
INTEGRATION ON
MY TERMS

15. TODAY’S ALWAYS-ON,
CONNECTED WORLD PRESENTS
A HUGE CHALLENGE AND AN
OPPORTUNITY FOR BRANDS

16. THROUGH CONTENT
DEVELOPED IN THE FORM OF A STORY

17. NOT ANY STORY

18. A TRUE ONE, IN A GREAT WAY

19. PEOPLE ARE HUNGRY FOR STORIES

20. ATTRACT YOUR AUDIENCE
THROUGH STORIES THAT PEOPLE LOVE

24. @GinaSchreck
WE GOT CONNECTED AND
NEVER LOOKED BACK

25. THE INTERNET - MOSAIC BROWSER 1993

26. @GinaSchreck
GOOGLE GAVE US SEARCH IN
THE MID-NINETIES

27. THE FIRST ONLINE BANNER AD - 1994

28. “NATIVE AD?” 1994

29. @GinaSchreck
W.W.W
WHATEVER INFORMATION WE WANT
WHEREVER WE ARE
WHENEVER WE WANT IT

30. @GinaSchreck
APPLE MADE US SMART

32. MARKETING HAS
A MARKETING PROBLEM!

34. (SERIUS DECISIONS)
60-70% OF MARKETING CONTENT
GOES COMPLETELY UNUSED.

35. 73% OF PEOPLE
SURVEYED WOULDN’T
CARE IF THE BRANDS
THEY USE
DISAPPEARED FROM
THEIR LIFE.
(CO.EXIST)

36. CONTENT MARKETING
IS ALL THE MARKETING
THAT’S LEFT!!
SETH GODIN, 2008

39. FROM
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”
WHAT NEEDS TO CHANGE?

40. FROM
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”
WHAT IS CHANGING?

41. THE MOST SUCCESSFUL
BRANDS ARE THOSE THAT ARE
BECOMING TRULY USER-
CENTRIC AND DESIGNING
SERVICES THAT HELP MAKING
PEOPLE’S LIVES BETTER AND
ENJOYABLE.

42. “BRANDS NEED TO
TAKE THE PHRASE
‘ACTING LIKE A PUBLISHER’
LITERALLY.”
DIETRICH MATESCHITZ, FOUNDER AND CEO RED BULL

44. SO, WHAT’S THE FUTURE OF
CONTENT MARKETING?

45. THE FUTURE OF CONTENT
MARKETING IS PROVEN ROI

46. “CONTENT MARKETING ROI IS
4X OUR TRADITIONAL
MARKETING SPEND.”
JULIE FLEISCHER, KRAFT

47. THE FUTURE OF CONTENT
MARKETING IS VISUAL

49. THE FUTURE OF CONTENT
MARKETING IS ENTERTAINING

51. ALL GREAT CONTENT STARTS
WITH YOUR AUDIENCE, NOT
YOUR BRAND!

52. ALL GREAT CONTENT
STARTS WITH THE RIGHT
CONTEXT!

53. YOUR AUDIENCE WANTS STORIES.

54. WILL YOU GIVE IT TO THEM?