Content Marketing 2015: Welcome To The 7th Era of Marketing

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CONTENT MARKETING 2015

Welcome to the 7th Era Of Marketing

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- than from the introduction

of the iPhone

- than from your first ever

possible tweet

- than from the creation

of a Facebook page

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Henry Brothers Sale Barn – Russellville, AR

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Where is content?Where is content marketing… at the heart!

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We shouldn’t wait for the train wreck…

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Which we still use today…

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“In the coming decade, marketing will be

re-engineered from A to Z. Marketers will

need to rethink fundamentally the processes

by which they identify, communicate and

deliver customer value.”

Philip Kotler, 1999

Kotler on MarketingWWW.REGALIX.COM

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Business As Usual – Isn’t.

Semi-skilled to knowledge

Organizations have flattened

Customer relationship inverted

System is now optimized

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1. It’s beyond relationships

Similar to Production

Era to Marketing Dept. Era

Loyalty is to approach not

to product or service

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2. Democratization of

content & experiences

The decline of “reach and

frequency”

The power AND risk of

not maintaining an

audience

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3. Marketing’s purpose in

the business

Our tendency: focus on

hardware/software

development

Creating value, not just

describing it

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“The purpose of business is to

create a customer, the

business enterprise has two–

and only two–basic functions:

marketing and innovation.

Marketing and innovation

produce results; all the rest

are costs. Marketing is the

distinguishing, unique function

of the business.”

- Peter Drucker

1954

Marketing is here to continually

evolve the customer.

We are here to create value.

Developing audiences will

become the critical method by

which we engage customers

through all aspects of the funnel

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Siloes are difficult – but

content can unify

B2C different than B2B –

structurally & strategically

Owned media, managed

as an asset, greatest

challenge for both

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It’s growing….

In “experimental” mode in

most brands

Most B2C brands are

mostly using “awareness”

and “recall” as the test tube

while B2B focuses on lead

gen.

Sales

90%

10%

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“Spaghetti against the

wall effort” for most

brands

B2C lags B2B in

confidence level

There’s a very distinct

reason for this

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Only 40% look at content

marketing as integrated

process

Those that DO feel great

about their process – HAVE

a documented strategy…

60% vs. 12%…

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Most marketers are

using an average of a

dozen channels

Not counting multiple

within those channels

(e.g. multiple blogs,

FB pages etc..)

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Still operating from the 4 P’s

and Reach and Frequency

Mistaking fast for quick,

We now do “small marketing”

– siloed even from ourselves

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OWNEDPAID

EARNED

We know this Why?

Our Attempt At

Content Marketing

Promoted

Social

Native

Ads

Huh?

Branded

Content

If we’re lucky(more likely left of

center)PR & Social

Media

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OWNED

PAID

EARNEDSocial

Native

Ads

Branded

Content

Low Risk High RiskKnown

Unknown

Advertising

Owned

Content

An owned media approach seems high risk, expensive and the result is unclear

PR

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Ongoing Effort To Engage Fashionable

Tastemakers

Owned Platform

Blog & Facebook Page & Parties…

Promoted through Contest…

- Goal to get flavors introduced

- Share flavors with their clients

Institute of Food Technologists Show…

- Now have engaged community of hot

bartenders and mixologists…

- Future product, insight and content

programs…

Reaching Back Beyond The Consumer – The Tastemaker

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- Awareness Experiences(engage, entertain, inform)

- Nurturing Experiences(trust, differentiation)

- Loyalty Experiences(shared values)

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- Content can be the byproduct of what

we do – or a differentiating strategic asset

- Marketing must create value both inside

the company and external to it.

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“When the rate of change

on the outside exceeds

the rate of change on the

inside, the end is in

sight.”

- Jack Welch

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• Chief Strategy Officer for the Content

Marketing Institute

• Best-selling author of

Experiences: The 7th Era Of Marketing

and Managing Content Marketing

• Recognized expert in content marketing

strategy, digital media and the social web

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About Regalix

An award-winning Global Co - Innovation company that

leverages technology and marketing to help companies grow.

Forefront of Innovation

o Digital Marketing Services

o Technology Enabled Services

o Regalix Labs

Multi-disciplinary Leadership Team & Strong Advisory Board,

175+ Team

Fortune 500 and Venture Backed Customers (B2B and B2C)

Global Operations: HQ in Silicon Valley, 2 Offices

Industry Recognition

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SeventhEraOfMarketing.com

THANKS!

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