the 2020 content marketing strategy

www.verticalmeasures.com

THE 2020 CONTENT MARKETING STRATEGY Presented by Robert Rose, Content Marketing Institute, @Robert_Rose

!- than from the introduction!

of the iPhone!!

- than from your first ever possible tweet!!

- than from the creation!of a Facebook page!

Henry Brothers Sale Barn Russellville, AR Holsum Bakery, Pho

enix, 1880

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

We shouldnt wait for the train wreck

Which we still use today

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 Marketing!

Business As Usual Isnt.

Semi-skilled to knowledge

Organiza?ons have aBened

Customer rela?onship inverted

System is now op?mized

1. Its beyond relationships!!Similar to Production!Era to Marketing Dept. Era!!Loyalty is to approach not!to product or service!

2. Democratization of content & experiences!!The decline of reach and frequency!!The power AND risk of not maintaining an audience!

3. Marketings purpose in the business!!Our tendency: focus on hardware/software development!!Creating value, not just describing it!

The purpose of business is to create a customer, the business enterprise has twoand only twobasic 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 !!

Siloes are difficult but content can unify !!B2C different than B2B structurally & strategically!!Owned media, managed as an asset, greatest challenge for both !

Its 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%!

Spaghetti against the wall effort for most brands!!B2C lags B2B in confidence level !!Theres a very distinct reason for this!

Only 40% look at content marketing as integrated process!!Those that DO feel great about their process HAVE a documented strategy 60% vs. 12%!!!

Most marketers are using an average of a dozen channels!!Not counting multiple within those channels (e.g. multiple blogs, FB pages etc..)!

!Still operating from the 4 Ps and Reach and Frequency!!Mistaking fast for quick,!!We now do small marketing siloed even from ourselves!!!!!!!!

OWNED!PAID!

EARNED!

We know this! Why?!

Our Attempt At!Content Marketing!

Promoted !Social!

Native!Ads!

Huh?!

Branded !Content!

If were lucky!(more likely left of

center) !PR & Social Media!

OWNED!

PAID!

EARNED!Social!

Native!Ads!

Branded!Content!

Low Risk! High Risk!Known!

Unknown!

Advertising!

Owned!Content!

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

PR!

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!

!!- Awareness Experiences!

(engage, entertain, inform) !!

- Nurturing Experiences!(trust, differentiation)!

- Loyalty Experiences!(shared values)!

!!- 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.!

When the rate of change!on the outside exceeds!the rate of change on the!inside, the end is in sight.!

- Jack Welch!

SeventhEraOfMarketing.com!

THANKS!!


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