Why in a digital age are some of the older techniques working?

What we’ll cover

1. A look back at more than 100 years of content2. Content marketing today3. Types and effectiveness of content marketing4. Content marketing lifecycle5. How to engage millennial?6. Digital detox7. Old content distribution models8. The rise of the visual web and native advertising9. Attribution marketing for content marketers

The golden days of content marketing

4200 B.C.One of the first signs of custom publishing foundin cave paintings

1895John Deere launches customer magazine

1904Jell-O recipe book pays off

1922Sears launches World’s Largest Store radio program

1930sP&G begins foray into radio soap operas with brands such as DUZ & Oxydol – hence the “soap opera.”

1982Hasbro partners with Marvel to create G.I. Joe comic book

1998First ‘director of online marketing’

1987LEGO launches Brick Kicks magazine (Now LEGO Club magazine)

2004Sherwin Williams launches STIR magazine for commercial interior designers and architects

2006Nike+ Launches. Global Brands Nike & Apple partner to create a product to map runs and track progress

2007Red Bull launches Red Bulletin magazine

2008American Express launches OPEN forum

2014Chipotle short videos

2014Chango launches “Marketers against marketing” game

What do those initiatives have in common?

Approachability

Subtly branded

Community

Utility

“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.”

Example of garbage marketing

“We’ve always been able to convince the

management that the content of our

magazine shouldn’t be about John Deere equipment. We’ve stuck to that, over

time.”- David Jones, The Furrow Publications Manager

Example of content marketing

Types of content marketing

Effectiveness of content marketing

The content marketing lifecycle

To find out more: http://www.convinceandconvert.com/content-marketing/how-the-product-life-cycle-improves-content-marketing/

Question MarkContent is published

StarPeople actually

like it

Cash CowCan be

‘evergreen’

DogSlowly dies

Viral SuccessGoes viral

Back to the future

What millennials expect out of content

How to engage millennials with content marketing

1. Be Native, Not Deceptive

Millennials are willing to share good advertising, but dislike when advertising feels deceptive. Create native content that is relevant to the environment it’s hosted in, but does not mislead the viewer

2. Be an individual… and be ready to evolve

Know when to evolve your communication to stay culturally relevant and to keep your audience wanting more. Millennials favor brands that showcase their personalities.

3. Deliver on an emotion… and know that humor rules

Generate content that gives millennials an emotional payout. Comedy is the number one most watched genre online and speaks to their values of fun and positivity

4. Reserve judgment

Reserve judgment in conversation with consumers. Millennials engage in creativity and self-expression, which thrive in a judgment-free space.

5. Act like the locals

Leverage all different formats – video, images, gifs and text – to follow the rules of the millennials’ environment

Source: Yahoo! entertainment 2013

Content marketing fatigue

Source: Moz.com 2013

Do we need a digital detox?

Some time to recharge our batteries?

Or are we getting nostalgic?

The old content distribution

The old content distribution (revisited)

e.g. Tupperware/MAM

e.g.: Custom FedEx snail mail

e.g. JackThreads / Frank Oak reinvents the online catalog

e.g. Old Spice “Man Your Man Could Smell Like“

e.g. Red bull event marketing via red bull cars

e.g. NakedwinesThis is what marketers are focused on

Customers and Prospects

Face-to-face selling

Online marketing

Kioskmarketing

Direct response television marketing

Cataloguemarketing

Direct-mail marketing

Telemarketing

The return of the printer

New distribution:

the rise of the visual web

The new distribution: native advertising

Native advertising enables an advertiser to promote content to a user within the context, style and function of that users online experience.

Major forms of native advertising

Can native scale?

Source: TripleLift 2014

Measuring success of your content as part of your marketing efforts

Su

spec

tP

rosp

ect

Clie

nt

Cookie dropped Contact info collected Conversion

Article outside of your web

site Retargeting ad

SEM

Article on your site

Events

Online reviews (Quora)

Native (Twitter ad)

MagazineBlog visit

Display

Emailmarketing

Lead form filled-in

Instagram

Can’t be trackedCan be tracked (requires manual CRM tagging)

Can be tracked in an automated way

To find out more about attribution marketing

chango.com/attribution

Key takeaways

1. What's old is new again2. Use nostalgia and familiarity to get consumers' attention3. Experiment with newest forms of content4. Get your marketing attribution in order

Morale of the story:Just Be Helpful

(the techniques that you choose aren’t that important)

Thank you!chango.com/resources