Evolution of content marketing

The Evolution of Content MarketingSimon Kingsnorth

Author, Digital Marketing StrategyContributing Author, Understanding Digital Marketing, Understanding Social Media

@thekingsnorth

Let’s just be clear…

“Content marketing involves creating and distributing non-branded content in order to improve customer engagement and brand awareness.”

How content marketing has evolved in the 21st century

2000 2002 2004 2006 2008 2010 2012 2014 2017

Ebooks Content purely Video becomes Social media Niche social Penguin Influencersfor SEO important takes off platforms and Infographics

The 4 steps of content marketing

Plan

Create

Distribute

Evaluate

The 3 time zones of content planning

BEFORE

Analyse

NEXT

Plan

NOW

React

An Effective Content Calendar considers…

The world

Your industry

Your business

ChristmasTwist the story but be authentic

The Oscars next weekFind your place in the story

New film out this weekMake your content engaging

Creating high performing content

Give your customers a KISS

Keep It Simple Stupid

When to use the right type of content

Emotional Engagement

https://youtu.be/RSxOjBIjyhI

When creating content, remember…

It must not be a means to an end

It must meet a need

It must be authentic

Distribution

Differentiate by audience and channel

Use Influencers wisely

84% of marketers plan on executing 1+ influencer campaign in 2017

Don’t head straight for the celebrity

Beware brand damage

Remember influencers are brands too

Aim for authenticity

Measuring success

Beware vanity

Look for engagement

Continuous improvement

Trends in 2017

• Research and data remains very popular content• Video and images continue to gain huge

engagement• Very short product demonstration videos• Expect more Instagram Stories• Influencer geo-targeting likely to kick in• Native advertising to grow aggressively• Written content still has it’s place• Email is not dead

The future of content

Thanks for listeningCome and say hi

Simon Kingsnorth@thekingsnorth