the anatomy of tomorrow's content strategy today #ccdk16

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The Anatomy of Tomorrow’s Content Strategy Today

Chad PollittVP of Audience & Co-FounderRelevance

VP of Audience, Co-founder

@chadpollitt

CHADPOLLITT

1 Problems & Trends

2 Research

3 Promotion

4 Takeaways

AGENDA

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1 Problems & Trends

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70%of B2B marketers believe they’re NOT using their content effectively

CMI

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Problem 1:Content Surpluses

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2.73 millionblog posts are written and published daily

The Content Promotion Manifesto

Over

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76%of B2B content marketers are creating more content than a year ago

Oracle

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Many Industries are Oversaturated with Content Already

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500%Mark Schaefer, The Content Code

by 2020, the amount of information on the Internet will grow by

compared to last year

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How Does That Make You Feel?

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Problem 2:Waning Organic Visibility

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Social media and search engines are breaking their promise to us…

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From their inception they’ve been the main content distribution channels of the Internet

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They were the gatekeepers of the content delivered and consumed online

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Facebook’s organic reach is at 2% and dropping

- International Business Times

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With other networks following suit

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Year over year search query growth is on the decline

- ComScore

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There are only 10 organic positions in most search engine results pages

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SEO is not something you do anymore. It’s what happens when you do everything else right

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Search engines aren’t built to serve up tomorrow’s volume of content

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Problem 3:Strategy

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32%of B2B content marketers have a documented strategy

CMI

only

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Problem 4:Adoption Curve

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Don’t Forget Your Promise…

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Problem 5:Budgeting

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2013 US Marketing Budgets

Overall Marketing Budget $112.6 100%

Content Marketing (Online + Offline) $43.9 39%

Content Marketing (Online) $28.2 25%

*billions

Data from CMI and Custom Content Council

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$300Bannually by the year 2019

PQ Media

brands are forecasted to spend

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15.2%of their content marketing budgets on promotion


in 2013, on average, brands spent at least

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1:5creation to distribution ratio

Ben Young, CEO, Nudge

television advertising has a

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Content Promotion Budgets Should Be At Least 1:1

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We Need ToSpend MoreOn Promotion

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2 Research

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Personas & Buyer’s Journey

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SEO, Architecture & UX Opps

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Content Promotion Opportunities

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Content Marketing Opportunities

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I reference the digital strategy doc Relevance created everyday – it’s beat up and covered with sticky notes. It’s key to communicating trends/concepts with my team and getting buy-in from key stakeholders to implement change.

Mike Miclot, VP of MarketingBelden

“

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3 Promotion

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It has been found that the less an

advertisement looks like an advertisement

and the more it looks like an editorial, the

more readers stop, look and read

David Ogilvy, the “Father of Advertising”

“

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Media Relations

Influencer Marketing

Bylined Articles

Earned Syndication

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Media Relations


Bylined Articles

Earned Syndication Sponsored Content

Native Advertising

Native Social

Native Email

Press Releases

Paid Syndication

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Media Relations


Bylined Articles

Earned Syndication Sponsored Content

Native Advertising

Native Social

Native Email

Email

Social Media

Press Releases

Paid Syndication

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Paid Media

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6.7%of their content marketing budgets on sponsored content


in 2013 brands spent, on average,

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4 Takeaways

1. The amount of content being published on the Internet is growing

everyday

2. Content visibility on the Internet is declining everyday

3. Earned and paid media promotion is a gateway to other, more robust

audiences

4. Native advertising is helping fill the organic visibility gap

Takeaways

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bit.ly/content-promotion-manifestobit.ly/guide-to-sponsored-contentbit.ly/native-advertising-manifesto

http://bit.ly/native-advertising-manifesto

http://bit.ly/guide-to-sponsored-content

http://bit.ly/content-promotion-manifesto