Post on 16-Apr-2017
PowerPoint Presentation
The Future of Content MarketingMichael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael
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1. Digital Changes Everything2. Content Marketing Emerges3. The Future of Content Marketing@BrennerMichael
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CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleThis is me at age 3. Its 1974 and the ways that marketers used to reach their buyers was relatively simple. TV, radio, print, billboards. With the right Madison avenue agency and a decent size budget, any brand could reach their audience. But in 1974 something really important happened. The first barcode was scanned at a Marsh supermarket in Troy Ohio. It was a pak of Wrigley Juicy Fruit gum. In many ways, this started the beginning of the information age when brands could begin to understand the 4Ps: which place their products sold at what price and on what level of promotion. For me, this was also a big event. Both Marsh supermarkets and Wrigley gum would become clients of mine when I went to work at Nielsen selling and marketing scanner data.3
Me, 20 pounds years ago
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleIts 1994 and a company named Mosaic changed its name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today. 4
Today we are all connected
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleFast forward to today. And its content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer iswe have each become our own network hubs.5
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@BrennerMichael
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Marketing Has A Marketing Problem@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleWeve all asked the question, why content marketing?
To set the stage, theres been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?11
@BrennerMichael
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Camel ad - 1950
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of millennials said that a compelling advertisement would make them considera brand more. 1%*Forbes/Elite Daily study, Jan. 2015. @BrennerMichael
#2014 SAP AG or an SAP affiliate company. All rights reserved.
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What is the ROI?@BrennerMichael @LizBedor
The First Banner Ad (1994)
@BrennerMichael
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CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleLess likely to click on a banner than
@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleMohammad Basheer Abdul Khadar22
Whats The ROI of Your Marketing Overall?@BrennerMichael
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The Explosion of Marketing Channels
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Marketers Love Buying Tactics.
But Winter is Coming!@BrennerMichael
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80% of CEOs
unsatisfied
with CMOs.~ The Fournaise Group
@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleCEOs will no longer accept
Marketing that doesnt
deliver results!@BrennerMichael
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Whats The ROI?
#2014 SAP AG or an SAP affiliate company. All rights reserved.
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Whats The ROI?
#2014 SAP AG or an SAP affiliate company. All rights reserved.
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Whats The ROI?
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleThe average click-through rate of display ads (DoubleClick) .06%10%Banner ad clicks by Bots(comScore) 50%Clicks on mobile ads that are accidental(GoldSpot) Whats The ROI of Banner Ads?40# of ad exposures to cause a decline in sales(Advertising Research Foundation)
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CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleSTOP interrupting
what people are interested in
and be what people are
interested in!@BrennerMichael
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1. Digital Changes Everything2. Content Marketing Emerges3. The Future of Content Marketing@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleIMAGINE: You show up first in Google
IMAGINE: You own the categorywww.makeup.com -- (owned by LOreal)
IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
IMAGINE: You are top resource for consumershttps://health.clevelandclinic.org/
IMAGINE: Marketing that attracts new buyers
AMEX OPEN Forum is the largest source of new leads for AMEXs Small Business Division
Email, Search & Social --81% of Content DiscoverySource:KoMarketing AssociatesSearchEmailSocial
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleMarketing That Attracts An Audience
ContentMarketingWhat Brands PublishWhatCustomersWant
Business InstinctCharityEmpathy
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Marketing Attracts A Larger Audience
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Marketing Attracts A Larger Audience
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Unilever Marketing Spend 2000-2015
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Unilever Marketing Spend 2000-2015
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Unilever Marketing Spend 2000-2015
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle stylehttp://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
Content Marketing is Owned Media99+ Brand-owned Content Marketing Destinations
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CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleThe secret to content marketing is that its not that hard. There are obstacles, but what were going to do is give you our secrets and let you know whats worked for other brands to drive a content marketing strategy.48
The customer journey
is nothing more
than a series of questions
that must be answered.@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleYour CustomersMiddleEarlyWhat is / are?Why importantLateWho?How much?Where?
1StagePersonaQuestions / ConcernsKeyword Volume
100How to?
10Your Customers Questions
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Show me the money!
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleContent Marketing programs are assets with real value that grows over time.
Need proof . . .@BrennerMichael
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@BrennerMichael
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60-70% of marketing content goes completely unused.
*Sirius Decisions
@BrennerMichael
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Behind every piece of bad content is an executive who asked for it.@BrennerMichael
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Content Waste is a
$100 Billion Opportunity** Source: Econsultancy= $
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Campaign Brains and the Culture of Promotion @BrennerMichael
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CONTENT MARKETING
ArticlesNews InfographicsSocial Content Quizzes
VideoWhitepapersWebinarsPodcastsHow-To Guides
EventsNewsletters Customer ProfilesPRODUCT MARKETING & ADVERTISING
Product contentOffersBrochuresCustomer TestimonialsCase studiesAds CONSIDERATIONAWARENESSDECISIONCreate Content People Actually Want!10011051580
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleOrganic Search TrafficREACHUnbranded Search TrafficLEADSCONVERTOTHER CONVERSIONSREVENUETime on SiteENGAGESocial sharesSubscriptionsBounce rateRetention RateUpsellsRETAINMeasure Content Marketing Results --> Subscribers produce 38X ROI --> Subscribers and are 9X more likely to convert
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1. Digital Changes Everything2. Content Marketing Emerges3. The Future of Content Marketing
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleMaturity Audiences Only!
Publish content to primary channel
Distribute content to earned media
Distribute content to paid media
Measure ROI of content marketing
Optimize and target distribution
Optimize for subscriptions & offers
Marketing ROI is the #1 Objective for Marketers in 2016Documented content marketing strategy
@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleThe Future of Content Marketing:
1. Specialization2. Visualization3. Personalization4. Humanization@BrennerMichael
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SAP Digitalist Mag Gets More Engagement Than Fortune, Fast Company and more
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Unapologetically Christian humanitarian organization
We have the Jesus people want.
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Youve got one life to live.Make it count
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CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleCaspers Van Winkles
Effortlessly combines national housing news with articles on inspirational interior design, celebrity homes and company updates.
Up to 6 new posts per day
Distribution and large audiences across Facebook, Pinterest, Instagram, Twitter and Google+
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleCaspers Van Winkles
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleThe Future of Content Marketing:
1. Specialization2. Visualization3. Personalization4. Humanization@BrennerMichael
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#2014 SAP AG or an SAP affiliate company. All rights reserved.
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@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleThe Future of Content Marketing:
1. Specialization2. Visualization3. Personalization4. Humanization@BrennerMichael
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10XCTR
(eConsultancy, 2014; Criteo 2013; Onespot 2015)
Re-Targeted Ads Content Works Better100XCTR
70XRevenue
Re-Targeted Banner AdsRe-Targeted ContentRe-Targeted Content0.06% - 0.6%0.06% - 6.0%$1 - $70
CapGemini: Content-Loop.com
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Its 6-7X cheaper to keep an existing customer than to acquire a new one.A 5% increase in retention = 95% increase in ROI.
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You BarContent consumers stay as customers3x longer. Shane JordanDigital Marketing ManagerBlue Cross BlueShield Alabama
The Future of Content Marketing:
1. Specialization2. Visualization3. Personalization4. Humanization@BrennerMichael
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#2014 SAP AG or an SAP affiliate company. All rights reserved.
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Art of The Trench
Art of the trench94
When Michael thinks about video pop-up ads.
Create content people love.@BrennerMichael
@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleThank you!
Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula
Book Me To Speak:michael@marketinginsidergroup.com