matt petersen - content marketing - "with great power comes great responsibility" -...
TRANSCRIPT
CONTENTMARKETINGDO OR DIE
NOVEMBER 4, 2015MATTHEW PETERSEN
Been Around the Block!
BLOCK
Magazine
Publisher
Agency CEO
Custom Publisher
M&A
We’ve Come a Long Way Baby!
With great power comes great responsibility.
Spiderman
ATTENTION
Message Bombardment
The basic economic problem is increased competition for attention.
Hal Varian, Chief Economist, Google
Choices are infiniteAttention is not
SHIFTTHE POWER
Technology Puts Consumers in Control
Time-shifting Subscribe/Unsubscribe
Direct Streaming
Apps
Tuning Messages Out
Ad Blocking the Latest Craze
• 198 million active users
• Grew by 41% in last 12 months
• Estimated to cost publishers $22 billion during 2015 and over $40 billion by end of 2016
Source: PageFair and Adobe’s 2015 Ad Blocking report: “The cost of ad blocking,” updated on August 26, 2015
There’s a Better Way
74%of people prefer to learn about products
via articles instead of advertisements
Source: Content Council
Stop interrupting what people areinterested in and become
what people are interested in.
Craig David, CCO, JWT
Getting Serious
Brands increasingly building their “own” audiences
Average Percent of Total Marketing Budget
12.6%
23.3%
31.1%
Two Years Ago Currently Estimated Two
Years From Now
Source: Content Council – 2015 Study
Getting Serious
$144 billion spent on content marketing in 2014
Heilig Stront!
Source: PQ Media 2015 – 2019 Forecast
VALUABLECONTENT BUILDS BRANDS
People buy from who they like and trust.
Let’s not get confused
Native Advertising is NOT Content Marketing
Win the hearts and minds of your audience.
And, you will win their business forever.
RESPONDINGBRANDS
Brand Publishing
GAMES
EVENTS
WEBINARS
VIDEO
WHITEPAPERS
PUBLICATIONS
BLOGS
SOCIAL MEDIA
WEBSITES
BRAND
Quality content on every page, screen, platform and device
Brand Publishing
Publishing is the 5th P
Product Placement Pricing Promotion Publishing
1 2 3 4 5
From box pusher to IT solutions provider
From faucets to design resource and inspirational content hub
Educating consumers on the benefits of home automation
The ultimate authority and resource for Association executives
Content Brands Expand
Real Business
CMO Food and Family
Business HomeMade-Simple
Disintermediation Continues
Coty acquires Content Agency Beamly As It Gears Up for P&G Deal
Media House is booming – T.V., Print, Games, Events, Music, Online, etc…
Marriott Launches Global Creative and Content Marketing Studio – Aims to be the go-to brand publisher for travel entertainment
RESPONSIBILITIESGREAT
4 Future Imperatives
Never Sacrifice Quality
Lead with Strategy
Maximize Mobile
Measure
Quality
Never compromise quality for quantity
Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.
Sun Tzu
Strategy
The best content marketing begins with a purpose.
Strategy
Source: CMI 2016 Study
Coincidence?
AND
37% of B2C marketers
say they have documented content
strategy
38% of B2C marketers
say their organizations are effective at
content marketing
Strategy
Agencies need to lead with strategy
Clients need to demand a strategy
Both need to execute on the strategy and evolve over time
Strategy
MXM – Leading agency in U.S. publishes Marketing Playbook
I have made this longer than usual because I have not
had time to make it shorter.
Blaise Pascal, Famous French polymath
Mobile
Responsive design is table
stakes
Mobile copywriting is
here…concise is essential
Imagery plays important role
Mobile
Email is still a workhorse!
Email is still a whopping 40 times more effective at acquiring customers than Facebook and Twitter combined.
Over 45% of people open their emails on mobile phone
Still in top 3 of tactics used by B2C and B2B
Source: McKinsey and CMI -http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails-
However beautiful the strategy you should occasionally
look at the results.
Winston Churchill
You Can Only Measure What You Set Out to Achieve
Other (Nielsen, Google, etc.)
Cost Savings
Composite Engagement Score
Loyalty
Customer Retention Rates
Brand Lift
Acquisition
Awareness
Sales
Engagement (Time on Site, Shares, etc.)
Website traffic
2.6%
10%
14.2%
28.5%
33.8%
35.4%
41.9%
54.6%
63.8%
74.6%
80.4%
Source: Content Council – 2015 Study
Which of the following does your company currently use to measure ROI for content marketing?
Audiences, Not Targets!
With great power comes great responsibility.
Spiderman
Thank You