Transcript
Page 1: Why content marketing is a big deal today - it's not something new

Content marketing has become a big deal…but

Why?

Page 2: Why content marketing is a big deal today - it's not something new

This isn’t a new concept.

David Ogilvy used to write articles for his

clients that were advertisements

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“It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.” -David Ogilvy

Page 4: Why content marketing is a big deal today - it's not something new

And some of the best ads are repeats of

previous motifs

Page 5: Why content marketing is a big deal today - it's not something new

Schweppes – Commander Whitehead

Dos Equis – The most interesting man in the world

Page 6: Why content marketing is a big deal today - it's not something new

Content marketing (with different names) seems

to reappear with the introduction of new

mediums

Page 7: Why content marketing is a big deal today - it's not something new

John Deere – The Furrow

Magazines

Page 8: Why content marketing is a big deal today - it's not something new

Oxydol – Ma Perkins Soap Opera

Radio

Page 9: Why content marketing is a big deal today - it's not something new

Kraft Television Theatre

Television

Page 10: Why content marketing is a big deal today - it's not something new

Display advertisements on social media and mobile phones don’t

work, but this problem has existed before

Page 11: Why content marketing is a big deal today - it's not something new

There were tons of ads in newspapers

New York Times Pages 3 – 5, June 11, 1974

This is the only news on the page! So the display ad problem that plagues the internet, used to exist in printed news as well

Page 12: Why content marketing is a big deal today - it's not something new

A lot of money is spent on digital ads that don’t work

2012 2013 2014E

Search 17.3 19.6 21.6

Display 14.8 17.6 20.6

$2.5

$12.5

$22.5

$32.5

$42.5

US Digital Advertising Spend

US

D (

Billion

s)

Source: eMarketer

Page 13: Why content marketing is a big deal today - it's not something new

Social media is a new medium, and brands are

adopting it to reach their audiences directly

Page 14: Why content marketing is a big deal today - it's not something new

Social media has overtaken search in content discovery

Page 15: Why content marketing is a big deal today - it's not something new

Content marketing has gained an

enormous amount of popularity and

investment in the last couple years

Page 16: Why content marketing is a big deal today - it's not something new

B2B 2014 Spending

B2C 2014 Spending

B2B Marketers B2C Marketers

Source: Content Marketing Institute

Page 17: Why content marketing is a big deal today - it's not something new

Potential customers are discovering solutions to their problems rather than being pulled by

sales…

Why?

Page 18: Why content marketing is a big deal today - it's not something new

66-90% of a buying decision is made before a customer contacts a sales person

Source: Forrester Research


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