what content do consumers really want?
TRANSCRIPT
What content do ConsumersReally want?
Ural CebeciVP, Marketing@UralCebeci
Larry LevyEVP, Strategic Partnerships
@Jodange
Where we’re headed:1. Why you need to know your customers
2. Consumer content preferences
3. Brands who are doing it well
Content marketing is hard
30% of B2B marketers say their organizations are effective at content
marketing (down from 38%).
76% will create more content.
Numbers are similar for B2C.2016 CMI/Marketing Profs Benchmark Report
We’re creating more content, but the audience isn’t growing
Avg. time with digital media per day in the U.S. (Nielsen)
Exabytes of data created (BI Intelligence)
Companies that exceed their goals (for leads and revenue) are 7.4 times as likely to have
up-to-date customer personas.Cintell, Understanding B2B Buyers
Survey Results(Myth Busting)
Myth:“The most important type of content is...videos, social, podcasts, etc.”
What kinds of content have peopleConsumed in the past week?
What kinds of content do people Like the most?
Myth:“Everyone should be thinking mobile first.”
How much time do peopleSpend on different devices?
Myth:“People are too busy to spend more time online”
Do people want to spend more or less time online?
Is People’s Time onlineRewarding or disappointing?
Myth:“Content marketing works.”
Are people more likely to trust content from brands over traditional publishers?
How likely is it that people will use these content types for a major purchase decision?
Myth:“If you make your site responsive, you’ll appeal to everyone.”
How likely is it that people will use these content types for a major purchase decision?
Myth:“Who needs personas when you’ve got demographics?”
What kind of content do people like the most?
Who’s Doing a Good Job?
Our Insights product uses linguistic analysis and data science to analyze the content on millions of: ● News sites● Blogs● Social media posts● Forums● Discussion boards
Here’s How We Built The Insights Query
And Here Are Some Highlights Of The Results!
Youtube Native (HuffPo)
Engage
Inform
Entertain
What do these brands have in common?They’re Building Communities!
Questions?