The Future of Content Marketing - BrandManageCamp

PowerPoint Presentation

The Future of Content MarketingMichael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael

CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style

1. Digital Changes Everything2. Content Marketing Emerges3. The Future of Content Marketing@BrennerMichael


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


6




@BrennerMichael


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


Camel ad - 1950


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.


14






What is the ROI?@BrennerMichael @LizBedor

The First Banner Ad (1994)

@BrennerMichael


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


The Explosion of Marketing Channels


Marketers Love Buying Tactics.

But Winter is Coming!@BrennerMichael


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


Whats The ROI?



Whats The ROI?



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)


CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleSTOP interrupting

what people are interested in

and be what people are

interested in!@BrennerMichael


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


Marketing Attracts A Larger Audience


Marketing Attracts A Larger Audience


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

48

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


50

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



53


54

@BrennerMichael


55


60-70% of marketing content goes completely unused.

*Sirius Decisions

@BrennerMichael


Behind every piece of bad content is an executive who asked for it.@BrennerMichael


Content Waste is a

$100 Billion Opportunity** Source: Econsultancy= $


Campaign Brains and the Culture of Promotion @BrennerMichael


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


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




SAP Digitalist Mag Gets More Engagement Than Fortune, Fast Company and more



Unapologetically Christian humanitarian organization

We have the Jesus people want.



Youve got one life to live.Make it count


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 style77







@BrennerMichael




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


Its 6-7X cheaper to keep an existing customer than to acquire a new one.A 5% increase in retention = 95% increase in ROI.


You BarContent consumers stay as customers3x longer. Shane JordanDigital Marketing ManagerBlue Cross BlueShield Alabama

The Future of Content Marketing:






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:[email protected]