A BRIEF HISTORY OF

For years brands have been telling stories to attract & retain customers. Here are a few great examples...

John Deere launches customer magazineThe Furrow launches in 1895 and nowhas a 1.5 million circulation in 40 countriesand 12 different languages.

One of the first signs of custom publishing found in cave paintingsLoosely translated to “6 ways a spear can save you from wild boar.”

P&G begins foray into radio soap operas with brands such as Duz & Oxydol - hence the “soap opera.” 3

Sears launches World’s LargestStore radio programThe station helped keep farmers informed duringthe deflation crisis with content supplied by Sears’ Roebuck Agricultural Foundation.

Custom Publishing Council is born

18954200 B.C.

1930s1922

Michelin develops The Michelin Guides400-page guide, now with its iconic red cover, helps drivers maintain their cars and find decent lodging.1

UK Sees Boom in Customer Magazine Market 4

Jell-O Recipe Book Pays OffJell-O distributes free copies of a recipe book that contributes to sales of over $1 million by 1906.2

1900

1982

1985

1904 Burns & McDonnell Engineering LaunchBenchmarkKansas City engineering and consulting firm, Burns & McDonnell, launches Benchmark magazine (still produced today).

1913

1998

� Spend on Custom Content Nears $20 BILLION

� Penton Custom Media, in Cleveland, Ohio, begins use of term “CONTENT MARKETING”

2001

CMI is Born

September 2011-Content Marketing World is born

2007

Microsoft Launches First MajorCorporate Blog, Channel 9

Sherwin Williams launches STIR magazine for commercial interior designers and architects

Nike+ Launches

2004

LiveVault’s John Cleese Video Goes Viral

Global Brands Nike & Apple partner to create a product to map runs and track progress.

20052006

Hasbro partners with Marvel to create G.I. Joe Comic Book - Leads toRevolution in Toy MarketingThe comic book series launches in 1982, spurring the G.I. Joe pop culture phenomenon. It was the first comic book ever advertised on TV and later led to a cartoon series.

LEGO launches Brick Kicks magazine(Now LEGO Club magazine)

Placeware, a spin-off of Xerox’s PARC Laboratory, starts offering web conferencing services

19871996

Get Content Get Customers, the Handbook for Content Marketing,is released

American Express launches OPEN Forum

Coca-Cola Releases Content 2020

Chief Content Officer magazineCMI launches Chief Content Officer magazine in print and digital.

� 25% OF MARKETING BUDGETS spent on content marketing, 88% of all brands use content marketing 6

� Content marketing spend in the UK nears £1 BILLION

7 of the top 10 UK Newsstand Publications Are Corporate 5

Red Bull launches

Red Bulletin magazine

Content MarketingBooks Flood In

2008

20102011

P&G launchesBeingGirl.comP&G’s content site for teen girls found to be four times more effective than traditional advertising by Forrester.

CONTENT MARKETING WORLD 2013SEPTEMBER 9-10-11, 2013 • CLEVELAND CONVENTION CENTER • CLEVELAND, OH

WWW.CONTENTMARKETINGWORLD.COM

The Coca-Cola Content 2020 marketing plan focuses on branded storytelling at the center of all Coca-Cola marketing.

Video targeting IT managers has over 250,000 downloads in a few months (this is before YouTube).

Now key resource for small business,pages views grow 23x in just 2 years.

Blendtec uploads first video onYouTube through series Will It Blend?Over 6 million views and 385 thousand subscribers. Leads to 700% growth in revenue.

WHAT STORIESSHOULD YOU BE

TELLING?

Sources:1 - Aprix Solutions - http://blog.aprixsolutions.com/2011/06/20/a-brief-history-of-content-marketing • 2 - http://library.duke.edu/digitalcollections/eaa_CK00293 - http://www.pg.com/en_US/news_views/blog_posts/2010/sep/soap_opera_era_ends.shtml • 4 - http://www.magforum.com/custom_publishers.htm5 - http://www.campaignlive.co.uk/news/785643/Top-100-Magazines/?DCMP=ILC-SEARCH6 - http://www.contentmarketinginstitute.com/2010/09/b2b-content-marketing/

Additional Sources:http://www.rexblog.com/2011/05/19/23189 • http://www.pg.com/en_US/news_views/blog_posts/2010/sep/soap_opera_era_ends.shtmlhttp://en.wikipedia.org/wiki/G.I._Joe:_A_Real_American_Hero_(Marvel_Comics) • http://www.magforum.com/custom_publishers.htm • http://info.cern.chhttp://en.wikipedia.org/wiki/Website • http://www.americanbusinessmedia.com/images/abm/pdfs/committees/oppb2bpubs2003.PDFhttp://channel9.msdn.com • http://www.campaignlive.co.uk/news/785643/Top-100-Magazines/?DCMP=ILC-SEARCH • http://willitblend.comhttp://blog.junta42.com/2008/02/pg-does-it-agai/ • http://thecontentlab.icrossing.com/post/6586774751/how-american-express-open-forum-rocks-content-marketinghttp://www.contentmarketinginstitute.com/2010/09/b2b-content-marketing/ • http://apa.co.uk/about-us • http://www.contentmarketinginstitute.com/chief-content-officer