the future of content is not marketing alone: why content ... · “by 2021, the term ‘content...

The Future of Content is Not Marketing Alone: Why"Content Marketing" Will Be Defunct Soon

Mirko Lange

Content Strategist, Blogger, Founder and CEO, Scompler

Strategic Content Marketing (SCOM)

From marketing instrument to management discipline

Mirko Lange, Scompler

Montag, 1. Juli 2019 copyright Scompler GmbH (alle Rechte vorbehalten) 2

Mirko Lange, Founder of Scompler

Original : State Examination in Law, further education PR specialst

Since 1995 PR-Consultant and agency owner

Since 2013 only strategy consulting and software development

„SCOM“ = Methodolgy, „SCOMpler“ = Content Mangagement Platform

About 100 consulting mandates for "Content Strategy" since 2013

About 1,000 course participants as lecturers at various universities

Montag, 1. Juli 2019 copyright Scompler Technologies GmbH (alle Rechte vorbehalten) 3

Ein „Newsroom“ ist ein häufiger Anwendungsfall (5 bis 100 Anwender)

Scompler Newsroom bei der SUVA

Scompler Newsroom bei Nestlé

Scompler Newsroom bei der Basler Kantonalbank


This is how it looks from the customer's perspective

Your content could be here


It‘s complicated

Dramatic development in the past 5 years

Completely jammed channels

Media change and ad rejection

Ever more specific requirements

Ever faster developments

Less and less attention

Your content could be here


How to deal with it?

The desperate search for the way out

Paid Media! (Native Ads, Facebook Ads, Pinterest, …)

Influencer! (Influencer Marketing, Corporate Influencer, …)

Skalierung! (Bots, AI, Programmatic, …)

Snackable! (Visual Microcontent, …)

Emotion/Sensation! (AR, VR, Video, …)

Data! (Marketing Automation, Analytics, …)

…


Is that the PISSED model now?

The desperate search for the way out

Paid Media! (Native Ads, Facebook Ads, Pinterest, …)

Influencer! (Influencer Marketing, Corporate Influencer, …)

Skalierung! (Bots, AI, Programmatic, …)

Snackable! (Visual Microcontent, …)

Emotion/Sensation! (AR, VR, Video, …)

Data! (Marketing Automation, Analytics, …)

…


From "Content Marketing" to "Marketing Content"

“Magic Quadrant for Content Marketing Platforms”, 27 March 2018

"75% of the one hundred best global consumer brands will lose 20%

of their brand value by 2020 due to declining brand awareness and

loyalty."

“By 2021, the term ‘content marketing’ will be defunct as

all marketing content rises to high quality expectations of

attention-limited audiences.”

“By 2020, 90% of brands will practice at least one form of marketing

personalization. However, content — not data — will be the

bottleneck and primary cause of failure.”


“Content will be the bottleneck and primary cause of failure …”



more and more content

more and more formats

more and more channels

Personas and Sales Funnel

complex internal structures

more and more coordination effort

CONTENT IS BECOMING SIGNIFICANTLY MORE COMPLEX:



SEO

Email marketing

Social media

Corporate publishing

Corporate Communications / PR

HR and Employer Branding

Support etc etc. etc.

AND THAT CONCERNS THE WHOLE COMPANY.



„Omni Channel“

„Customer Journey“

„Sales Funnel“

„Touchpoint Management“

„Content Sharing“

„Campaigning“

„One message“

AND IT‘S MORE AND MORE „THE TEAM“



AND CAUSE MORE AND MORE MONEY GOES INTO CONTENT:

How does "content" effectively contribute to business success?

How do we control the quality of content?

How do we dismantle silos and improve cooperation?

How can we reuse good content?


But you can't go on like this forever.

Loss of effectiveness!

Higher costs!

Actionism!

Be driven!

Fragmented actions!

Competitive disadvantage!

PUTTING YOUR HEAD IN THE SAND DOESN'T HELP!


But what do all (or most) of us do instead?


We all produce a lot of powerful content - just pretty unstructured.

Landingpages

Sales Postings

HR PostingsImage Videos

Manuals

Mailings

Produkt Videos


Cat Content

And we are doing a lot to nurture, care and grow this content


And then we'll assign that to the channel owners?

Online-Marketing

HR

Support

SEO

MarketingContent

Marketing

Online-Marketing

PR


In the best case, everyone has their own editorial plan (in Excel).

Online-Marketing

HR

Support

SEO

MarketingContent

Marketing

Online-Marketing

PR


Better cluster and network content into strategic topics!

Cross-silo!

Omnichannel!

Networked!

Connected!

Topic-centered!


Topic 3Topic 2

Topic 5Topic 5

Topic 9Topic 8

Topic 1

Topic 4

Topic 7

And then connect it to one core story: From “what?” to “why?”


"Like a girl" rather than"sanitary towels"

"This time is yours" instead of "ride the train"

“You‘re more beautyful than you think” rather than “Skin Care”

“Thrill” rather than“Energy Drink”

“Breaking conventions” rather than “Elektronikgeräte”

"Experience the world" rather than "Mitwohnzentrale"

„Bei Technik-Fragen Tech-Nick fragen“ anstatt „Electronic Dealer“

„Home away from home“rather than „Café“

"Pioneering begins with curiosity" rather than "Pharma"

One of the central questions: From channel to story!


That's the way it usually looks today:

Social Media

SEOPublic

RelationsCustomer

ServiceDemand

GenerationDigital

MarketingBrand

ManagementInternal

Communication

CorporatePublishing

Channels / Teams:

Any product topic

Another product topic

A Corporate Topic

A spontaneous idea

Another Corporate Topic

A great study

Another sponatious idea

Which one also still ...

…

Topics

Topics emerge spontaneously and

as needed



Social Media

SEOPublic

RelationsCustomer

ServiceDemand

GenerationDigital

MarketingBrand

ManagementInternal

Communication

CorporatePublishing

Channels / Teams:

Any product topic


A Corporate Topic

A spontaneous idea


A great study



…

Topics


Juni

No

Didn‘t know

Didn‘t know

August

No

September

Didn‘t know

Juni

No

Didn‘t know

März

No

Didn‘t know

Didn‘t know

No

Content productionin silos


Social Media

SEOPublic

RelationsCustomer

ServiceDemand

GenerationDigital

MarketingBrand

ManagementInternal

Communication

CorporatePublishing

Channels / Teams:

Any product topic


A Corporate Topic

A spontaneous idea


A great study



…

Topics


Juni No No Januar MärzDidn‘t know Didn‘t know Didn‘t knowSept.

Mai.Didn‘t know Didn‘t know Didn‘t know Didn‘t know Didn‘t know Didn‘t know Didn‘t know Didn‘t know

Individual topics areinadequatelycoordinated

Where we want to go instead:



Social Media

SEOPublic

RelationsCustomer

ServiceDemand

GenerationDigital

MarketingMarken-führung

InterneKommunikation

CorporatePublishing

Channel:

Topic 1

Topic 2

Topic 3

Topic 4

Topic 5

Topic 6

Topic 7

Topic 8

…

Topic:

Clear Topic Architecture



Social Media

SEOPublic

RelationsCustomer

ServiceDemand

GenerationDigital



CorporatePublishing

…

Juni No Juni No NoJuni Juni Juni Juni

Coordination via all relevant channels


Topic 1

Topic 2

Topic 3

Topic 4

Topic 5

Topic 6

Topic 7

Topic 8

Channel:

Topic:

Topic management using Wirecard as an example



„Payment should never bother again“The Core Story



„Payment should never bother again“

Removing hurdles forconsumers

New opportunities through payment …

Reduce costs and effort internally


The Topic Categories

The Core Story



„Ali Pay“ „Omni Channel“ …„Contactless Payment“






The Core Story

The Topics



Die Themenfelder, z.B.:

Die Leitidee / Core Story, z.B.:

Die Themen, z.B.

Persona 1 Persona 3 Persona 4Persona 2Die Stories, z.B. (According to life situations, personas, sales funnel):




„Ali Pay“ Omni Channel …Contactless Payment




WHY? Sales loss in Europe with Asians

WHAT? The WirecardSolution

USE: Case Studies and Product Manuals

HOW? How toImplement Ali Pay







The Core Story

The Topics

The Stories(According to life situations, personas, sales funnel):


The Content-TypesStudy Facebook Posts PresentationsPress Release

Landingpages LinkedIn Post Article IntranetInfo graphics



The Core Story

The Topics

WHY? Sales loss in Europe with Asians

WHAT? The WirecardSolution

USE: Case Studies and Product Manuals

HOW? How to Implement Ali Pay

The Stories(According to life situations, personas, sales funnel):






And now it's going into the channels

Social Media

SEOPublic

RelationsCustomer

ServiceDemand

GenerationDigital



CorporatePublishing

Channels:

Topic 1

Topic 2

Topic 3

Asia-Pay

Topic 5

Topic 6

Topic 7

Topic 8

….

Topics:

StudyFacebook Posts

Press ReleaseInfo graphicsLandingpages

LinkedIn PostArticle Intranet

Presentations


And of course you should manage the quality of every single content then …


Quality management is one of the most important factors in the entire process. And that applies to any kind of content.

But it comes at the end of a strategic process where we define themes, turn themes into stories and define the right content types for each story.

A holistic understanding of „Content“ quality


What is the matter of "content“?


What is the matter of "content“?

The Container The Matter


Why do we have so many containers – for always the same water?


Why do you think that is? The distribution!


How do we define the "quality" of the actual water?


“Quality” means that the product meets the needs – and that’s the benefit!


No Natrium

No carbonic acid

Big bottle (1.5 l)

Leightweight bottle

Super market

The matter

The container

The distribution

A lot of minerals

Carbonic acid

Small bottle (0.5 l)

Rubust bottle

Vending machine

The matter

The container

The distribution

Also in content it‘s always about the benefit

Benefit


We also have to take care of „Matter, Presentation and Distribution“

Distribution

Container Matter

Benefit


But let‘s replace „Container“ with „presentation“ here (or „staging“)

Distribution

Presentation Matter


Benefit

The central levers of content marketing

Distribution

Presentation Matter

e.g. new data, facts and insights

e.g. imparting knowledge and expertise

e.g. orientation in decisions

e.g. effort for influencer outreach

e.g. effort for individual targeting

e.g. creativity of implementation

e.g. use of multimedia elements

e.g. effort & effort for production

e.g. protagonists and celebrities

e.g. variation of content/channels

e.g. size of the media budget

e.g. pointing out new connections

e.g. quality of the SEO

e.g. provocation and topicality

e.g. creation of a content brand

e.g. Authentic Commitment ("CSR")

e.g. UX / structure of the platform e.g. accessibility / findability


Benefit

How we set the priorities is a question of strategy: Let’s take an FMCG product

Distribution

Presentation

Mattere.g. high engagement

e.g. emotional Involvement

e.g. excitement and Stimulance

Objectives:

e.g. Sympathy and Image


Or let‘s look at a B2B company

Distribution

Presentation

Mattere.g. Thought Leadership

e.g. Innovation Leadership

e.g. Reputation and Trust

Objectives:…


Or finally a big brand

Distribution

PresentationMatter

Objectives::-e.g. create large reach

e.g. being omnipresent with a brand

e.g. generate a lot of traffic


I want to close with one of the first charts – from Gartner

“Magic Quadrant for Content Marketing Platforms”, 27 March 2018

"75% of the one hundred best global consumer brands will lose 20%

of their brand value by 2020 due to declining brand awareness and

loyalty."

“By 2021, the term ‘content marketing’ will be defunct as

all marketing content rises to high quality expectations of

attention-limited audiences.”

“By 2020, 90% of brands will practice at least one form of marketing

personalization. However, content — not data — will be the

bottleneck and primary cause of failure.”


Conclusions


It‘s not only „One Voice“. It‘s also about „One Story“. Every piece of content should tell one core story.

Always start your story with „why?“. This determines the benefit. And it's all about the benefits!

For your content you need a "product management" - here it means "topic management“ (and structure).

Content does not only concern individual departments - content affects virtually everyone in the company

Content is team play and a joint effort. Central management is needed!

In diesem Sinne…


Thank You!

the future of content is not marketing alone: why content ... · “by 2021, the term ‘content...

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