content – the future of marketing by: alex cheeseman, head international strategy @ newscred...
Post on 13-Apr-2017
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Head of International StrategyAlex Cheeseman
Discuss evolutionWhat is your definition
ITS THE MILLENNIAL WAY
WE HAVENT CHANGED
Decision making process
5 Content Marketing Tips for 201512 Actionable Content Marketing Tips To Yield Sales5 Tips for Successful Content Marketing5 Tips to Creating a Successful Content-Marketing Campaign5 Tips For An Effective Mobile Content Marketing Strategy
And quite frankly I believe its because of us
Its because of the people in the content marketing space
I think its the vendors ,tech providers, thought leaders for the last 5 years have been filling you with empty platitudes.
How many times over the past 5 years have we read, these same tips for content marketing success?
I know Ive seen it a lot and I know that these empty platitudes are not something, provide you with faith and trust in you to engage with contetn marketing, because quite frankly most of them are vapid and condescending
I always give one of these, when I hear content is king
Brands dont have content problems. You have business problems, that content might be the proxy to help solve.And so when we keep saying to a brand that content is king, were not addressing to them what theyre really trying to do and thats sell more shampoo.
If P&G, created the walking dead, and still had millions of viewers and didnt sell more hair products, Then the content is not helping their business.
Its incumbent on us as the thought leaders in the content marketing space and its incumbent on all ad tech providers, whether its through social, search, discoery to start giving people more meaningful feedback when we start talking about these tips
AND FINALLY GO VIRAL
Youre in marketing, youre in the science and practiece of measurement. So when you keep reading these 5 tips to content marketing success:And it says Big data - measureThank you for stating the obvious - content marketersWhat we need to do is to help you to learn what to measure and why to measure itStating the obvious is not going to help your business to grow
WHAT DO YOU NEED TO DO?
DEFINITION OF MADNESS
Things have to change. Most of the brands youall work for where set up in the 20th century.Consumers have changed but businesses haventSomething has to giveIf you think about all of the teams that Our businesses have been created and set-up for push advertising this needs to change.When it comes to effective content marketing what disciplines, skills do you need?Ensure your teams are talkin Consumers have choice and we need to earn the right to talk to them
Has everyone see Jerry Macguire the moment he wakes up with cold sweats biggest difference between success and failure is having someone senior and up top driving the agenda
In the 1980s the average CMO tenure was 4 years, most agency relationships were around 8 years this. This allowed for long term, strategic thinking.Present day, most CMOs last 1.8 years and most agency 2.8. Layer this on top of procurement driving agency deals on price points and brands focused on quarter to quarter
CONTENT IS MARKETING
If youre watching a Netflix show on your ipad are you wartching a tv show, And if not, why not. If and If yes why?
Rading a book,
Not about the difference between advertising, content marketing or direct response
Customer ValueContent that gives systematic instruction or provides an enlightening experience.EDUCATIONContent that delivers facts about something or someone.INFORMATIONContent that provides amusement or enjoyment.ENTERTAINMENTContent that acts as a stimulus to do or feel something.INSPIRATIONContent that is useful or beneficial through the provision of function.UTILITY
Biggest reasons for success or failure are here
Business ValueContent that creates awareness of your brand.AWARENESSContent that drives a bottom line action e.g. purchase.ACTIONContent that affects the way your audience thinks or feels about your brand.PERCEPTIONContent that supports positive brand experiences and reinforces brand affinity.LOYALTYContent that allows brand loyalists to express their passion and share with their peers.ADVOCACY
KEEP CALMHAVE PATIENCEAND
Long termSoftware, Services and strategy that can support you through the journey
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