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Trends, Innovations, and the Future of Smart Content Marketing
Trends, Innovations, and the Future. 
That’s what you came here for. 
Cool. 
But do you understand why Content 
Marketing is so hot today? 
If you don’t need the intro, just skip to slide 20…
Ad overload Channel overload Changing Buying Behavior 
Source : Qmee 
@tomdebaere 
Buyers are using social as filters to 
cut information out of the noise…
“BUYERS WAIT UNTIL THEY 
HAVE COMPLETED 60-80% OF 
THEIR RESEARCH BEFORE 
REACHING OUT TO VENDORS”. 
SiriusDecisions
All of this is 
changing the 
role of sales and 
marketing… 
@tomdebaere
THE LONG 
LIST 
Marketing 
Sales 
Longlist 
Shortlist 
Sale ! 
@tomdebaere 
This is how you used 
to get on “the shortlist” 
of buyers…
That long list is less and less 
influenced by marketing and 
sales. 
THE LONG LIST 
So who is influencing 
that list?
@tomdebaere 
Yep…them again…
@tomdebaere
@tomdebaere 
We don’t trust CEO’s or Marketing, 
but we DO trust our peers!
AND THAT’S 
WHY ALL 
EMPLOYEES 
NEEDS TO 
BUILD TRUST… 
Customers and partners 
>>> TRUST & INTEREST <<< 
Marketing Sales Production 
& Logistics 
Customer 
Service 
ALL YOUR EMPLOYEES 
@tomdebaere 
By answering questions to 
technical and business issues
and that’s why Content marketing is 
catching the attention of marketers…
@ Coca Cola…
@ Cisco…
…and @Google! 
This is what Google is doing… 
• Secure Organic Search 
• Google Authorship (dead now) 
• Panda & Hummingbird 
“ Content is key – clear, 
concise, informative” 
“Write for real people” 
@tomdebaere
Everyone is 
following the 
gold rush… 
© Velocity
Now, something interesting 
is happening down there… 
Backbone 
platforms 
@tomdebaere
8 BILLION $ IN MARKETING SOFTWARE 
ACQUISITIONS 
They all happen to be strong 
advocates of content marketing… 
When Buyer Seller Value 
2010 IBM Unica 480 M$ 
2012, 
2013 
@tomdebaere 
Oracle Eloqua, Compendium, 
Responsys 
1500 + 30 + 871 
M$ 
2012 Microsoft MarketingPilot ? 
2012, 
Adobe Efficient Frontier, 
2013 
Auditude, Day software, 
Demdex, Neolane 
2500 M$ 
2013 SalesForce ExactTarget/Pardot 2500 M$ 
2014 IBM Silverpop/BlueKai 270 + 400 M$ 
SAP Still has to buy
CONTENT MAKES SENSE 
@tomdebaere 
And in todays digital, content 
and social driven world, it 
does makes sense…
TRENDS, INNOVATION, AND 
THE FUTURE 
… it’s about time you 
explain me !
PLANNING CONTENT ALONG THE 
CUSTOMER LIFE-CYCLE 
WHAT 
we solve 
HOW 
we solve 
WHY 
we solve 
© HappiFish 
MEANINGFUL 
New Customers Growing Customers 
Strangers Visitors Leads Customers Promoters Advocates 
Awareness Consideration Buying Impress Enthuse Advocate 
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action 
@tomdebaere 
Companies are more conscious 
about planning content along the 
needs of buyers
AUTOMATED CONTENT DISTRIBUTION 
content 
content 
content 
I’m exploring I’m digging deeper 
content 
I’m getting ready 
to buy 
content 
content 
content 
@tomdebaere 
Tools provide content at the 
right time, with buffers of 
content waiting at each stage
RUNNING CONTENT MARKETING AS A 
BUSINESS 
• Conversions, not engagement 
• End-to-End tracking 
• Agile Marketing techniques 
• Google Analytics 
• Myri.se 
• Marketing automation suites 
• Adobe, Oracle, IBM 
User 
metrics 
Paid 
Owned 
Earned 
© HappiFish 
Business 
Objectives 
@tomdebaere
PERSONALIZED AND 
AUTHENTIC 
• Context – 1 to 1 via data 
• Integrated marketing systems – 
using CRM and ERP data 
• Google Uber Cookie 
@tomdebaere
NEW CONTENT TACTICS 
• Big content 
• Low effort content 
• Speed - Newsjacking / Real-time 
• Atomization, Re-Use, Curation 
• “Click-baiting” to be avoided 
@tomdebaere
ROBOT WRITERS 
• In use by Times, Wikipedia, Forbes, 
Yahoo, AP, … 
• Contextual – earning reports vs sports 
coverage 
• Automatic - analysis, conclusions, reports, 
summaries and graphs 
• Hyper-scalable, Real-time and personalized 
content in natural language 
• Automatic social promotion 
• Storytelling and though leadership is 
still a human’s game, for now… 
• Wordsmith, Narrative Science 
@tomdebaere
THE DARK SIDE OF ROBOT WRITING 
• CIA, NSA, Israel… are using 
robot writers today 
• Content floods and Social 
media wars 
• Manipulate public opinion or 
share prices 
@tomdebaere
DIFFERENTIATING AND SPECIAL 
STORYTELLING 
• Give yourself the permission to 
make the story bigger – 
“McDonalds” 
• Take a stand on issues and do it 
with authority – “Dove Real 
Beauty Sketches” 
• Say no to boring content – 
“Follow the Frog” 
Credit to Velocity Partners (UK) for this insight into storytelling
MAKE THE STORY BIGGER 
McDonalds could have responded 
to this question with a small 
answer. Instead, they create an 
authentic 5 minute video
Watch out… here comes the frog ! 
P.S. You’ll love it. 
Say ‘no’ to boring content…
OUTBOUND IS BACK 
• About content, not products 
• Email remains key 
• Content promotion 
• Build your community 
• Native Advertising for top of 
funnel content 
Content 
© HappiFish 
@tomdebaere
BUILD COMMUNITIES AROUND BRANDS 
• Sounds very 2008 
• But soon great content 
won’t make it on page 3 
of Google 
• Own the community 
@tomdebaere
CONTENT ITSELF IS CHANGING 
• Less focus on SEO 
• Creativity as competitive advantage 
• More Visual and/or “Snackable” 
• Dynamic Screen Experiences 
• Motion graphics kinetic text 
• Marketing apps 
• Content tools - “Youtility” 
• SnapApp, iOn Interactive, Adobe 
Voice, Ceros, Scroll Kit, Exposure 
Citrix Project Accelerator 
@tomdebaere
EXAMPLES OF MARKETING APPS 
Online marketing apps are 
appearing on the market to 
quickly create interactive content
MOTION GRAPHICS – THE GIRL EFFECT 
Motion graphics tell a story, with 
little or no pictures or video 
material…
CONDUCTIVE INK – PLAYABLE POSTERS 
Printed posters respond to 
touch, becoming interactive 
offline content.
‘Youtility’ content truly 
helping buyers…
WHAT DOES SMART 
CONTENT MARKETING 
TAKE? 
Vision and 
Strategy 
Technology Culture & 
organization 
Digital 
marketing 
excellence
www.happifish.be 
We are HappiFish. From Belgium. 
(You know, the land of chocolate and beer?) 
We help companies to create marketing that 
people actually want. 
Because we believe marketing should be 
relevant to customers. 
P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, 
why not returning the favor by visiting our site and check out what we do?
www.happifish.be 
Strategic Content Marketing 
Employee Activation 
Digital Marketing Excellence 
Training & Workshops

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Trends, Innovations, and the Future of Smart Content Marketing

  • 2. Trends, Innovations, and the Future. That’s what you came here for. Cool. But do you understand why Content Marketing is so hot today? If you don’t need the intro, just skip to slide 20…
  • 3. Ad overload Channel overload Changing Buying Behavior Source : Qmee @tomdebaere Buyers are using social as filters to cut information out of the noise…
  • 4. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions
  • 5. All of this is changing the role of sales and marketing… @tomdebaere
  • 6. THE LONG LIST Marketing Sales Longlist Shortlist Sale ! @tomdebaere This is how you used to get on “the shortlist” of buyers…
  • 7. That long list is less and less influenced by marketing and sales. THE LONG LIST So who is influencing that list?
  • 10. @tomdebaere We don’t trust CEO’s or Marketing, but we DO trust our peers!
  • 11. AND THAT’S WHY ALL EMPLOYEES NEEDS TO BUILD TRUST… Customers and partners >>> TRUST & INTEREST <<< Marketing Sales Production & Logistics Customer Service ALL YOUR EMPLOYEES @tomdebaere By answering questions to technical and business issues
  • 12. and that’s why Content marketing is catching the attention of marketers…
  • 15. …and @Google! This is what Google is doing… • Secure Organic Search • Google Authorship (dead now) • Panda & Hummingbird “ Content is key – clear, concise, informative” “Write for real people” @tomdebaere
  • 16. Everyone is following the gold rush… © Velocity
  • 17. Now, something interesting is happening down there… Backbone platforms @tomdebaere
  • 18. 8 BILLION $ IN MARKETING SOFTWARE ACQUISITIONS They all happen to be strong advocates of content marketing… When Buyer Seller Value 2010 IBM Unica 480 M$ 2012, 2013 @tomdebaere Oracle Eloqua, Compendium, Responsys 1500 + 30 + 871 M$ 2012 Microsoft MarketingPilot ? 2012, Adobe Efficient Frontier, 2013 Auditude, Day software, Demdex, Neolane 2500 M$ 2013 SalesForce ExactTarget/Pardot 2500 M$ 2014 IBM Silverpop/BlueKai 270 + 400 M$ SAP Still has to buy
  • 19. CONTENT MAKES SENSE @tomdebaere And in todays digital, content and social driven world, it does makes sense…
  • 20. TRENDS, INNOVATION, AND THE FUTURE … it’s about time you explain me !
  • 21. PLANNING CONTENT ALONG THE CUSTOMER LIFE-CYCLE WHAT we solve HOW we solve WHY we solve © HappiFish MEANINGFUL New Customers Growing Customers Strangers Visitors Leads Customers Promoters Advocates Awareness Consideration Buying Impress Enthuse Advocate Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action @tomdebaere Companies are more conscious about planning content along the needs of buyers
  • 22. AUTOMATED CONTENT DISTRIBUTION content content content I’m exploring I’m digging deeper content I’m getting ready to buy content content content @tomdebaere Tools provide content at the right time, with buffers of content waiting at each stage
  • 23. RUNNING CONTENT MARKETING AS A BUSINESS • Conversions, not engagement • End-to-End tracking • Agile Marketing techniques • Google Analytics • Myri.se • Marketing automation suites • Adobe, Oracle, IBM User metrics Paid Owned Earned © HappiFish Business Objectives @tomdebaere
  • 24. PERSONALIZED AND AUTHENTIC • Context – 1 to 1 via data • Integrated marketing systems – using CRM and ERP data • Google Uber Cookie @tomdebaere
  • 25. NEW CONTENT TACTICS • Big content • Low effort content • Speed - Newsjacking / Real-time • Atomization, Re-Use, Curation • “Click-baiting” to be avoided @tomdebaere
  • 26. ROBOT WRITERS • In use by Times, Wikipedia, Forbes, Yahoo, AP, … • Contextual – earning reports vs sports coverage • Automatic - analysis, conclusions, reports, summaries and graphs • Hyper-scalable, Real-time and personalized content in natural language • Automatic social promotion • Storytelling and though leadership is still a human’s game, for now… • Wordsmith, Narrative Science @tomdebaere
  • 27. THE DARK SIDE OF ROBOT WRITING • CIA, NSA, Israel… are using robot writers today • Content floods and Social media wars • Manipulate public opinion or share prices @tomdebaere
  • 28. DIFFERENTIATING AND SPECIAL STORYTELLING • Give yourself the permission to make the story bigger – “McDonalds” • Take a stand on issues and do it with authority – “Dove Real Beauty Sketches” • Say no to boring content – “Follow the Frog” Credit to Velocity Partners (UK) for this insight into storytelling
  • 29. MAKE THE STORY BIGGER McDonalds could have responded to this question with a small answer. Instead, they create an authentic 5 minute video
  • 30. Watch out… here comes the frog ! P.S. You’ll love it. Say ‘no’ to boring content…
  • 31. OUTBOUND IS BACK • About content, not products • Email remains key • Content promotion • Build your community • Native Advertising for top of funnel content Content © HappiFish @tomdebaere
  • 32. BUILD COMMUNITIES AROUND BRANDS • Sounds very 2008 • But soon great content won’t make it on page 3 of Google • Own the community @tomdebaere
  • 33. CONTENT ITSELF IS CHANGING • Less focus on SEO • Creativity as competitive advantage • More Visual and/or “Snackable” • Dynamic Screen Experiences • Motion graphics kinetic text • Marketing apps • Content tools - “Youtility” • SnapApp, iOn Interactive, Adobe Voice, Ceros, Scroll Kit, Exposure Citrix Project Accelerator @tomdebaere
  • 34. EXAMPLES OF MARKETING APPS Online marketing apps are appearing on the market to quickly create interactive content
  • 35. MOTION GRAPHICS – THE GIRL EFFECT Motion graphics tell a story, with little or no pictures or video material…
  • 36. CONDUCTIVE INK – PLAYABLE POSTERS Printed posters respond to touch, becoming interactive offline content.
  • 37. ‘Youtility’ content truly helping buyers…
  • 38. WHAT DOES SMART CONTENT MARKETING TAKE? Vision and Strategy Technology Culture & organization Digital marketing excellence
  • 39. www.happifish.be We are HappiFish. From Belgium. (You know, the land of chocolate and beer?) We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers. P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?
  • 40. www.happifish.be Strategic Content Marketing Employee Activation Digital Marketing Excellence Training & Workshops

Editor's Notes

  1. All I had to do was to convince the rest of the organization ! You have to know, Newtec, is an engineering company….
  2. Coca Cola 2020 : focusing on creating relevant, reusable content through its “liquid and linked” advertising strategy Ook Heineken is volop bezig met de transitie naar being relevant and stories.
  3. Brand journalists at work The network = Digital newsroom My networked life = user stories Working also with “Wired” to build the future of a magazine, with content about the internet of everything
  4. Views, Retweets, shares and Likes won’t pay the bills
  5. Marketing automation techniques Dynamic CTA Dynamic Email content Scoring and interesting moments Email Lead nurturing Progressive profiling Personalized landing pages Lead Recycling
  6. Big content vs. vague, generic content Low effort content (Q&A, customer reviews)
  7. More Visual – Infographics, Instagram, Vine, Buzzfeed, Pinterest Dynamic screen experiences - From ebooks and whitepapers to dynamic screen experiences