The document discusses the future of content marketing. It defines content marketing as creating valuable content to attract and engage a target audience to drive customer action. Content should provide value to consumers. Successful content builds relationships between brands and audiences and leads to customer growth and retention. The future of content will involve a diversified approach using many channels to engage different customer segments. Content should qualitatively engage audiences rather than just raise brand awareness. The goal is to provide valuable experiences that keep customers returning.

1. The Future of
Content
By: Trevor Anderson
BMKT 420

2. What is Content Marketing?
• “Content marketing is the marketing and business process for
creating and distributing relevant and valuable content to
attract, acquire, and engage a clearly defined and understood
target audience – with the objective of driving profitable
customer action.”
-Content Marketing Institute

3. Content
• A simpler definition may be, that content marketing is the
process of creating something that is organic and authentic,
and therefore drives your target audience to not only
purchase your product, but become entrenched and part of
the brand as a whole
• In my opinion, the key word for content marketing is value.
Successful content almost always gives the consumer some
kind of value.

4. Creating a Relationship
• One of the biggest advantages of creating quality content for
marketing purposes is that content can be used to really sell
the target audience on your brand, and not just a product.
• When content is created in a way that builds a relationship
between the brand with the target audience, content can be a
great way to long-term customer growth and retention.

5. Different Forms of Content
•Video Content
• 1a. Viral Videos (Click on video to play)

6. Video Content
• 1b. Brand Image/Connection with Target Audience

7. Video
• 1c. Informative/tutorial

8. Long-Form Content
(Informative)
• E-books, online guides, and blogs fall under this category.
Although you may not get as many people to read long-term
content due to short attention spans, long-content has proven
that it can more useful in acquiring new audiences to your
brand and turning them into a customer.
• Example- Headhunters Fly Shop Blog
• http://www.headhuntersflyshop.com/blog-fishing-report/

9. Inspiring Photography
• The photography world has taken leaps and bounds in recent
decades. With the advent of social media and the advances
made in modern cameras and editing systems, businesses can
use high-quality, inspiring photography to get the message
across about what their brand represents.

10. Inspirational photos

11. Photography- “Fansourcing”
• Another way companies use photography to create a sense of
community among their consumers is to “fansource” photos
from consumers and supporters of the brand. The most-
followed social media accounts do this by publishing photos of
people doing what they love to do. For example, Sitka Gear
(maker of high quality hunting wear) often posts pictures of
follower’s hunts or the animal they harvested. The pictures
with the most “likes” and comments typically show very little
advertising for the brand, but rather what the brand is about.

12. Fansourcing

13. Create a “Loyalist” or
“Advocate”
• I interviewed Brian Anderson of Federal Premium Ammunition
about his job as the Marketing Manager for Federal. One of
the most important points he made to me was that his job as
a marketing manager is to work with the creative team to
create content that not only creates a sale for the company,
but turns that consumer into a loyalist or advocate for the
brand.
• I also Interviewed Peter Vandergrift of Costa Sunglasses. Peter
is the “fly community leader” for Costa. He is one of Costa’s
lead marketers in the fly fishing industry. In the following
videos you will hear from Brian and Peter about how they use
content to create a community surrounding their brands.

14. Brian Anderson Interview

15. Peter Vandergrift Interview

16. The Future of Content
• The future of content will be a diversified approach to building
content that connects companies with many different
customers. For example, not everyone is on Instagram, not
everyone reads magazines, not everyone spends endless
hours roaming Youtube, and not everyone likes to read ebooks
or “how-to” guides online. Taking an integrated marketing
communications approach that uses many different channels
of bringing different forms of content to different customer
segments is in my opinion the future of content. The one thing
these different forms of content should have in common is the
manner of which they engage the audience.

17. Future of Content (Contd.)
• We all know brand awareness is the first step towards a
potential customer to take action, consider, and purchase your
product – but too many companies today build content that
simply just gains them brand awareness. The future of content
is building content that is qualitative, and truly valuable to the
consumer. For example, content creators should be aiming to
obtain high amounts of time spent on the website, high click-
through rates, return customers, etc. Not just how many views
your content received.

18. The End