Lee Odden of Top Rank Marketing and Steve Rayson of BuzzSumo discuss content marketing trends which will drive the future of content.

1. CONTENT MARKETING TRENDS
Lee Odden &
Steve Rayson
July 6th 2017
#CMtrends

2. @leeodden@steverayson #CMtrends
Your Presenters
Steve Rayson
@steverayson
steve@buzzsumo.com
Lee Odden
@leeodden
lee@toprankmarketing.com
TopRankMarketing.com

3. @leeodden@steverayson #CMtrends
7 Years of Content Marketing Trending

4. @leeodden@steverayson #CMtrends
Content is the Kingdom
Identify Topics
Editorial Calendar
Create Content:
Text, visual, audio
Optimize Content
for Search
Promote with Social
& Influencers
Pay for Traffic: Search,
Social, Syndication
Monitor Web Analytics
Report Performance
Research Customers
& Develop Personas
Predictive Analytics
Dynamic
Personalization
Multi-Channel Integration
Desktop, Mobile, IoT
Cognitive Commerce
Platforms
Sponsored content
& creator/influencers
Retargeting, Programmatic
Optimize: A/B, Multivariate, CRO
AI Assisted
Content Planning

5. Source: Banksy via reddit / vancouver
Most Content Isn’t Used, Seen or Shared

6. @leeodden@steverayson #CMtrends
So What Are Marketers Doing?

7. @leeodden@steverayson #CMtrends
9 Marketing Trends

8. @leeodden@steverayson #CMtrends
Trend 1: Content as a Movement
73%
Social Impact
(Deloitte)
Deluxe
100 y/o co.
SMB - Digital

9. @leeodden@steverayson #CMtrends
Trend 1: Content as a Movement
2015: 100 smb videos, documentary,
blogging, social, earned media
2016: 8 episode TV show, blog posts,
social, earned media
2017: Finalists featured in video & TV
show, blog posts, social, media
2bn earned media impressions
1m+ video views
1m+ website visitors

10. @leeodden@steverayson #CMtrends
Trend 2: More Content Means Engagement is Hard

11. @leeodden@steverayson #CMtrends
You Need Cornerstone Content, Less is More

12. @leeodden@steverayson #CMtrends
Trend 3: Goodbye (Finally) to Old School SEO

13. @leeodden@steverayson #CMtrends
Trend 3: The Future of Search is Voice & Answers
33 Million Voice First
Devices End of 2017
(VoiceLabs)
71% of 18-29 Use
Mobile Assistants
(Thrive Analytics)
50% of Search:
Voice, by 2020
(The Drum)

14. @leeodden@steverayson #CMtrends
(Statista)
Computers
Smart Phones
Cars
IoT
Tablets
Appliances
Wearable Technology
Gaming Consoles
2020
50 Billion
Trend 3: Data Informed Content ExperiencesTrend 4: Data Informed Content Experiences

15. @leeodden@steverayson #CMtrends
Trend 4: Data Informed Content Experiences
86%
influences purchases.
Source: Infosys
5-8X
ROI on marketing spend.
Source: McKinsey
“Personalization is a
powerful customer
experience and
conversion
optimization tool.”
Josh Mueller, SVP Global
Marketing, Dun & Bradstreet

16. @leeodden@steverayson #CMtrends
Trend 5: Cognitive Marketing & AI
49.5%
Lift in
Conversion
(Persado)
youtube.com/watch?v=Ig4B5roBgao

17. @leeodden@steverayson #CMtrends
Trend 5: Natural Language Generation
By 2018, 20% of
all business
content will be
authored by
machines.
(Gartner)

18. @leeodden@steverayson #CMtrends
Trend 6: Content No Longer Goes Viral
“95 percent of news people
see on Twitter, comes directly
from its original source or
from one degree of
separation.”
Yahoo Study, From the book
the ‘Hit Makers’

19. @leeodden@steverayson #CMtrends
You Need a Multi-Channel Promotion Strategy
Direct mail
Social sharing
Influencer advocacy
Journalists & publications
Paid promotion
User generated content

20. @leeodden@steverayson #CMtrends
Trend 7: Participation Marketing Over UGC
UGC + brand
700%
More
engagement
than brand
(Mavrck)

21. @leeodden@steverayson #CMtrends
Trend 7: Content Collaboration FTW!
After 80% Loss
Up 6% YoY
75% Created
by Influencers
Beat Lead Gen
Goal by 550%

22. @leeodden@steverayson #CMtrends
Trend 8: Influencers Increasingly Important

23. @leeodden@steverayson #CMtrends
Build Advocates, Co-Create & Use Journalists

24. @leeodden@steverayson #CMtrends
Trend 9: Internet Less Democratic

25. @leeodden@steverayson #CMtrends
Put Money Behind Your Content
Our experience
Facebook ads give us better targeting and more reach
Retargeting appears to provide most engagement

26. @leeodden@steverayson #CMtrends
Takeaways
1 Start a movement with video to inspire content & customers.
3 Get smart on voice & question-focused SEO.
4 Leverage data & technology to optimize customer experience.
2 Create cornerstone content. Less is more.
5
Test content creation with a NLG platform, learn how
cognitive can help decision making.

27. @leeodden@steverayson #CMtrends
Takeaways
8 Build influencer advocates.
9 Put money behind content amplification.
7
Democratize content creation with internal / external
collaboration – especially IGC (influencer generated content).
6 Create a multi-channel promotion strategy.

28. @leeodden@steverayson #CMtrends
Thank You
Steve Rayson
@steverayson
steve@buzzsumo.com
Lee Odden
@leeodden
lee@toprankmarketing.com
TopRankMarketing.com