future of content marketing

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@ginidietrich

Thursday, October 17, 13

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GiniBones


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4200 BC


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1895


1900-1930

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B R A N D


1980-1990

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8

corporate-produced other

2007


9

2008

75%

25%

Content Marketingother


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Today


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SOME STATS


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93%7% 93 percent of marketers

use content marketing

use content marketing.


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But what’s disappointing is more than half either don’t have a documented content strategy or don’t know if they do

6%

44%49%yes no

unsure

Percentage of B2B Marketers That Have a Documented Content Strategy


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That said, nearly three quarters have someone in place to oversee the content development

... they’re just not doing so strategically

5%

22%

73%yes

no

Percentage of B2B Marketers With Someone Who Oversees Content

Marketing Strategy

unsure


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Of the top 10 tactics marketers use today, eight are content related


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More than half of marketers plan to increase their spending in this area

33%

49%

10%8%

B2B Content Marketing Spending(over the next 12 months)

Increase

Remain the Same

SignificantIncrease

Unsure


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Writing

Design

Distribution

Editing

Measurement

Planning

Buyer Persona

0% 18% 35% 53% 70%

With writing and design the most outsourced tactics in content development


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But what’s interesting is there is a place for all of us.

Organizations are creating content internally, but also outsourcing it

in house only 56% 28% 66%

outsource only 1% 1% 1%

both 43% 72% 33%

Overall Average

LargeCompanies

SmallCompanies


Content Marketing in 2014 and Beyond

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The Non-Sales, Clear Vision Content

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1


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Helping PR Pros Become...Well, Better

PR Pros


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Teaching People How to Become

Foodies


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Providing Chicago

Resources and Education


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Making the World a

Better Place


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Educating Customers About Food


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Brand Journalism

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33

Making Customers Part

of the Story


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Supporting Small Businesses

Across the Nation


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Exploring the Future of

World Trade


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Figuring Out the Future of

Journalism


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Insights and Analysis on

Content Strategy


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Native Advertising & Sponsored Content

3


44

David Ogilvy Had it First


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Paid Videos Integrate with

Content


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Sponsored Content


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Unique Playlists for Working Out


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Specific Areas for Sponsors


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Employee Stories

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Making Employees Part

of the Story


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Infrastructure for Employees to

Contribute


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Employee Recruitment


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Introduce Employees

through Blogging


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1)! The Non-Sales, Clear Vision Content

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2)! Brand Journalism



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3)! Native Advertising & Sponsored Content



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3)! Native Advertising & Sponsored Content

4)! Employee Stories


About Gini

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About Gini


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About Gini


Thank You!

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@ginidietrich


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future of content marketing

Marketing

content development22

content strategy41

content development18

content related16

use content marketing

content marketing strategy15

content marketing other9

documented content strategy14