trends, innovations, and the future of smart content marketing
DESCRIPTION
Conductive Ink, Big ass content, Robot writers, kinetic text motion graphics and marketing apps. Those sound as the future, but they are not. This presentation outlines the trends in the land of smart content marketing, and definitely also contains some stuff for content marketing nerds...TRANSCRIPT
Trends, Innovations, and the Future. That’s what you came here for.
Cool.
But do you understand why Content Marketing is so hot today?
If you don’t need the intro, just skip to slide 20…
Changing Buying BehaviorAd overload Channel overloadSource : Qmee
@tomdebaere
Buyers are using social as filters to cut information out of the noise…
“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.
SiriusDecisions
@tomdebaere
All of this is changing the role of sales and marketing…
THE LONG LIST
Marketing
Sales
Longlist
Shortlist
Sale !
@tomdebaere
This is how you used to get on “the shortlist” of buyers…
That long list is less and less influenced by marketing and sales.
THE LONG LIST
So who is influencing that list?
@tomdebaere
Yep…them again…
@tomdebaere
And these guys…
@tomdebaere
We don’t trust CEO’s or Marketing, but we DO trust our peers!
AND THAT’S WHY ALL EMPLOYEES NEEDS TO BUILD TRUST…
Customers and partners
Marketing Sales Production &
Logistics
Customer Service
>>> TRUST & INTEREST <<<
ALL YOUR EMPLOYEES
@tomdebaere
By answering questions to technical and business issues
and that’s why Content marketing is catching the attention of marketers…
@ Coca Cola…
@ Cisco…
This is what Google is doing…• Secure Organic Search• Google Authorship (dead now)• Panda & Hummingbird
“ Content is key – clear, concise, informative”
“Write for real people”@tomdebaer
e
…and @Google!
© Velocity
Everyone is following the gold rush…
Backboneplatforms
@tomdebaere
Now, something interesting is happening down there…
8 BILLION $ IN MARKETING SOFTWARE ACQUISITIONS
@tomdebaere
When Buyer Seller Value2010 IBM Unica 480 M$2012, 2013
Oracle Eloqua, Compendium, Responsys
1500 + 30 + 871 M$
2012 Microsoft MarketingPilot ?2012, 2013
Adobe Efficient Frontier, Auditude, Day software, Demdex, Neolane
2500 M$
2013 SalesForce ExactTarget/Pardot 2500 M$2014 IBM Silverpop/BlueKai 270 + 400 M$
SAP Still has to buy
They all happen to be strong advocates of content marketing…
CONTENT MAKES SENSE
@tomdebaere
And in todays digital, content and social driven world, it does makes sense…
TRENDS, INNOVATION, AND THE FUTURE
… it’s about time you explain me !
PLANNING CONTENT ALONG THE CUSTOMER LIFE-CYCLE
New Customers Growing Customers
WHATwe solve
HOWwe solve
WHYwe solve
AwarenessConsideratio
nBuying Impress Enthuse Advocate
© HappiFish
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action
MEANINGFUL
Strangers Visitors Leads Customers Promoters Advocates
@tomdebaere
Companies are more conscious about planning content along the needs of buyers
AUTOMATED CONTENT DISTRIBUTION
I’m digging deeperI’m exploringI’m getting ready
to buy
content
content
content
content
content
content
content
@tomdebaere
Tools provide content at the right time, with buffers of content waiting at each stage
• Conversions, not engagement
• End-to-End tracking
• Agile Marketing techniques
• Google Analytics
• Myri.se
• Marketing automation suites
• Adobe, Oracle, IBM
RUNNING CONTENT MARKETING AS A BUSINESS
User metric
s
Paid
Owned
Earned
Business Objectives
© HappiFish
@tomdebaere
• Context – 1 to 1 via data
• Integrated marketing systems – using CRM and ERP data
• Google Uber Cookie
PERSONALIZED AND AUTHENTIC
@tomdebaere
• Big content • Low effort content• Speed - Newsjacking / Real-
time• Atomization, Re-Use,
Curation
• “Click-baiting” to be avoided
NEW CONTENT TACTICS
@tomdebaere
• In use by Times, Wikipedia, Forbes, Yahoo, AP, …
• Contextual – earning reports vs sports coverage
• Automatic - analysis, conclusions, reports, summaries and graphs
• Hyper-scalable, Real-time and personalized content in natural language
• Automatic social promotion
• Storytelling and though leadership is still a human’s game, for now…
• Wordsmith, Narrative Science
ROBOT WRITERS
@tomdebaere
• CIA, NSA, Israel… are using robot writers today
• Content floods and Social media wars
• Manipulate public opinion or share prices
THE DARK SIDE OF ROBOT WRITING
@tomdebaere
DIFFERENTIATING AND SPECIAL STORYTELLING
• Give yourself the permission to make the story bigger – “McDonalds”
• Take a stand on issues and do it with authority – “Dove Real Beauty Sketches”
• Say no to boring content – “Follow the Frog”
Credit to Velocity Partners (UK) for this insight into storytelling
McDonalds could have responded to this question with a small answer. Instead, they create an authentic 5 minute video
MAKE THE STORY BIGGER
Watch out… here comes the frog !
P.S. You’ll love it.
Say ‘no’ to boring content…
• About content, not products
• Email remains key• Content promotion • Build your community
• Native Advertising for top of funnel content
OUTBOUND IS BACK
Content
© HappiFish
@tomdebaere
• Sounds very 2008
• But soon great content won’t make it on page 3 of Google
• Own the community
BUILD COMMUNITIES AROUND BRANDS
@tomdebaere
• Less focus on SEO• Creativity as competitive advantage• More Visual and/or “Snackable”
• Dynamic Screen Experiences• Motion graphics kinetic text
• Marketing apps• Content tools - “Youtility”
• SnapApp, iOn Interactive, Adobe Voice, Ceros, Scroll Kit, Exposure
CONTENT ITSELF IS CHANGINGCitrix Project Accelerator
@tomdebaere
EXAMPLES OF MARKETING APPS
Online marketing apps are appearing on the market to quickly create interactive content
MOTION GRAPHICS – THE GIRL EFFECT
Motion graphics tell a story, with little or no pictures or video material…
CONDUCTIVE INK – PLAYABLE POSTERS
Printed posters respond to touch, becoming interactive offline content.
‘Youtility’ content truly helping buyers…
WHAT DOES SMART CONTENT MARKETING TAKE?
Vision and Strategy
Technology Culture & organization
Digital marketing excellence
www.happifish.be
We are HappiFish. From Belgium. (You know, the land of chocolate and beer?)
We help companies to create marketing that people actually want.
Because we believe marketing should be relevant to customers.
P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?
www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence
Training & Workshops