The document discusses the evolving landscape of content marketing, emphasizing the importance of storytelling to connect with audiences in a digitally connected world. It highlights the challenges within traditional marketing, showcasing statistics on audience engagement and dissatisfaction with current marketing practices. The future of content marketing is depicted as focusing on customer-centric storytelling, converged media, and delivering entertaining, visually appealing content.

1. The Future of
Content Marketing
Michael Brenner
NewsCred – Head of Strategy
@BrennerMichael

5. Great
marketing
is great
storytelling

6. Today’s always-on,
connected world presents a
huge challenge and an
opportunity for Brands

7. We need to connect
with our audience
through stories people
love!

8. (TL / DR)
The world has changed.
Most marketing sucks.
Attract your audience through
stories people love.

10. Today we are all connected

11. http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg

14. The first TV ad - 1941

15. Camel ad - 1950

16. Apple - “1984”

17. 17

18. “Content Marketing
is all the marketing
that’s left!”
Seth Godin, 2008

19. The Internet - Mosaic browser 1993

20. The first online banner ad - 1994

21. “Native Ad?” 1994

22. Thank You Mom - 2014

23. 23

24. 24

25. 25

26. Unique Point of View Trap
How brands can
become consumed
with their story, not
their customers.

27. 60-70% of marketing content
goes completely unused.
(Sirius Decisions)

28. 73% of people surveyed wouldn’t
care if the brands they use
disappeared from their life.
(Co.Exist)

29. 80% of CEOs
unsatisfied
with CMOs
(Fournaise Group)

30. Marketing has a
marketing problem!

32. Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013

33. Banners?
You are more
likely to . . .

34. Remain Optimistic About Mobile Ad Spend Growth…
Print Remains Way Over-Indexed

35. 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”

36. The Future of
Content Marketing is
“Converged Media”

38. Unilever Marketing Spend 2000-2015

39. Unilever Marketing Spend 2000-2015

40. Unilever Marketing Spend 2000-2015

41. “Brands need to
take the phrase
‘acting like a publisher’
literally.”
Dietrich Mateschitz, Founder and CEO Red Bull

42. Converged Media
Requires an
Owned Content Hub

47. 47

50. The Future of
Content Marketing is
Proven ROI

52. “Content Marketing ROI
is 4X our traditional
marketing spend.”
Julie Fleischer, Kraft

53. The Future of
Content Marketing is
Visual

56. The Future of
Content Marketing is
Entertaining

57. Kmart 2014

58. Examples: Brand Entertainment

59. Your audience wants stories
Will you give it to them?
@BrennerMichael