Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" -...

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

EMAIL

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