content marketing
TRANSCRIPT
Definition
OUTLINE
Significance by Numbers
Challenges
Paradigm Shift
Content Excellence
Recommendations
No Digital Marketingwith
out
CONTENT
Content Marketing is all the Marketing that’s left.
Seth GODING, 2008
● Content sometimes seems to have taken over marketing to the point that it's hard to distinguish from many other activities.
● It contains not just branded entertainment and native advertising but social media, search ads, events, product placement, digital videos and much more.
You could make the case:
ALL
ADVERTISING IS CONTENT
● Marc Pritchard, speaking at Cannes in June, described the term content marketing as
■ "overused and underdefined,"
○ Pritchard would prefer All Advertising, based on the Latin root "advert," which is to■ "turn people toward" your product.
"One of the biggest drivers of content
marketing is the CHALLENGE of
getting awareness through other traditional channels,"
Ryan Skinner, Forrester analyst.
Forrester’s definition of content marketing:
■ "producing, curating and sharing content that is based on customers' needs and delivers visible value.
Content Marketing
●●
● In 2007, Joe Pulizzi started playing around with the term
content marketing○ Content Marketing Institute○ Content Marketing World trade show○ Books that include "Content Inc." ○ Documentary on the history of content marketing
Content Marketing
● Pulizzi's definition of content marketing: ○ "an approach to create a valuable,
compelling and relevant content on a consistent basis and build an audience over that time in order to see some profitable customer action."
Stats You Need to Know
27,000,000 pieces of content are shared each day
On average, 28% of marketing budget is now allocated towards
content marketing
86% of marketers said they are using content
marketing
86% of B2B companies use
content marketing
77% of B2C companies use
content marketing.
59% of marketers create at
least one piece of content each week.
70% of consumers feel
closer to a company as a result of content marketing
80% of consumers enjoy
learning about companies through personalized content
“More content is being created every 2 days in 2015 than has ever been created from the beginning of time”,
E. Schmidt.
$26.5$600
According to PQ Media
global spending on content marketing
Advertisers spend nearly $600 billion worldwide in 2015 (eMarketer)
90% of businesses are doing content
marketing in some way, but their success rate is
30%,
Effectiveness
21% of marketers said they are successful at
tracking the ROI of their content marketing programs
Effectiveness
Point: Content marketing is TIME CONSUMING
Content AuditingLegal needs to see it PR needs to see itThe brand needs to see
Point: Content marketing is HARD
Content AuditingTo do well, To do fast, To scale To distribute
One Reason is lack of strategy
Brands use content the same way they use advertising
Challenge
80% of all digital content is user/consumer
generated content
UGC
UGC
user generated videos receive 10X more views
than brand created video content
UGC
Everybody is in content marketing, whether you are a
producer, user,
produser,consumer
prosumer
PARADIGM SHIFT
The Best Strategy
Content 2020 marketing strategy based on the premise of moving from creative excellence to content excellence
Coca-Cola’s content marketing strategy.
The creation of STORIES that are to be
expressed through EVERY possible
connection
Coca-Cola’s Definition of CONTENT
The Best Strategy, The NOW < NEW > NEXT
70/20/10Now: 70 percentNew: 20 percentNext: 10 percent
Coca-Cola’s content marketing strategy.
#ThinkContent
#3DsDigitalDataDirect
#3PsProfilingPersonasPersonalisation
#3CsCultureCreativityContent
it's a strategic mistake to think of content marketing as a replacement for advertising or
a panacea for ad blocking.
jury president David Lubars, chief creative officer at BBDO, declared at Dubai Lynx 2015 (personal communication)
"The thing about this category to me is that it's not even a category anymore, it transcends.
Is It Content or Is ItAdvertising
State of Content Marketing in 2016