asia business connect conference - content marketing & strategies for mobile, social media and...
DESCRIPTION
We’re almost at the end of 2014 and content marketing is as strong as ever. Trends suggest that content marketing will gain more importance as we move into 2015. In this presentation, we go back in time a bit to the very beginning to gain a better understanding of the birth of content marketing and really dig into the facts and figures this year, followed by an overview of the key opportunities and challenges.TRANSCRIPT
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CONTENT MARKETINGEVOLUTION – TRENDS – HOT ISSUES
THE DIGITAL ERA
KEY OPPORTUNITIES & CHALLENGES
THE FUTURE
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4200 B.C The Journey BeginsCave Painting Translated:6 ways a spear can save you from wild boar.
1895John Deere launches Magazine: The FurrowToday has 1.5 million circulations in 40 countries, 12 Languages.
1900Launch of The Michelin GuidesA 400 page guide to help drivers maintain their cars and find decent lodging.
Source: contentmarketinginstitute.com
A Glimpse Into Past
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1982 Hasbro partners with Marvel to create G.I. Joe Comic Book is Created: Leads to Revolution in Toy Marketing
1998Customer Publishing Council is born – a resource for content marketing
2011Content marketing books flood the market
2001Spend on Custom Content Nears $20 BillionSource: contentmarketinginstitute.com
A Glimpse Into Past
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2014
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Is Your Content Strategy Mobile First?
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Are You Using Social Media to Distribute Your Content?
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Are You Engaging Opportunities for New Channels?
Source: cisco.com, exacttarget.com, returnpath.com, toprankblog.com, salesforce.com
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2014
Sources: Google Trends, Adobe, Aberdeen, Inbound Writer, DemandMetric, blog.hubspot.com
Content Marketing is the
top priority for 36% of
marketers in 2014.
The number of web searches on
the term Content Marketing is
up 400% since January
2011.
Conversion rates for brands using content
marketing is 6 to 7 times higher than those
that don’t.
Content marketing costs 62% less
than traditional marketing and
generates about 3 times as many
leads.
HOT ISSUES
35% of fortune 500 CMOs cite:
coming up with new content as their biggest
challenge in 2014
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2014HOT TRENDS
A large chunk of activity that happens online is about consuming or creating content.
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2014HOT TRENDS
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2014HOT TRENDS
Top 4 Content Marketing Tactic used by both B2B and B2C marketers are identical
#1 Social Media#2 Articles on Your Website#3 eNewsletter#4 Blogs
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CONTENT MARKETINGTHE DIGITAL DEFINITION
Content marketing is
a marketing technique of
creating and distributing
valuable, relevant and
consistent content to attract
and acquire a clearly
defined audience –
with the objective of driving
profitable customer action.
Sources: smartinsights.com, contentmarketing institute.com
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Optimize for Mobile
Integrate Social Media Strategies
Revisit eMail Marketing
CONTENT MARKETINGKEY OPPORTUNITIES
Micro Videos
Social Blogging
Sources: exacttarget.com, returnpath.com, toprankblog.com, salesforce.com, onbile.com
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Measuring Results
Identifying Your Audience
Producing Enough Content
CONTENT MARKETINGKEY CHALLENGES
How to Be Heard Above the Noise
Lack of Integration Across Marketing
Sources: exacttarget.com, returnpath.com, toprankblog.com, salesforce.com, onbile.com
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CONTENT MARKETINGTHE FUTURE
A Stronger SEO Impact
Evolution of Display Formats
Content Curation Will Rock
Videos Will Matter Even More
Stronger Focus on Simplicity
Sources: cisco.com, sumall.com, scribwise.com
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Thank You!
Monlamai VichienwanitchulContent and Optimization Director
October 02, 2014ASIA BUSINESS CONNECT Event