6. 51% of all time on the web
is content consumption.
(AOL/Nielsen 2011)
99% of Marketers have
used at least one content
marketing tactic.
(Content Marketing Institute/Brandpoint 2012)
60% will increase spend on
content marketing.
(CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
8. 63% of US Internet users use search
engines daily
eMarketer Aug 2012
81%
Perceptions
Are Influenced
Weber Shandwick 2012
89%
Use Search for
Purchase
Fleishman-Hillard 2012
13. Modern Model for
Content Marketing
Persona
“Jane Exec”
Influences CEO
Goals: Fast,
Save $, Service
awareness
interest
consideration
purchase
retention
advocacy
Save $
Service
Facebook
Email Offer
Tips Articles
Blog
Byline
PPC
Locator
Newsletter
Soc Net
Ads
Blog
PPC
Loyalty
VIP
Press
Fast
Blog
Reviews
Discount
Community
Referral
Article
Reviews
Display
Network
Referral
Media
Blog
Offers
Thank You
Rewards
31. But We Don’t Have Budget For That!
1. Editor/Writer
2. Designer
3. Social SEO
32. Growth Areas in Web &
Content Marketing:
Integration: Owned, Earned, Paid &
Shared Media
Dedicated in-house content marketing
resources
Web + smartphones & tablets
Boom in visual content & media
Big data, social data, automation, tools,
real time data, did I mention data?
33. Content Marketing Maturity
Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group
Make a commitment. And grow.
34. Takeaways
• Content powers the web & the web powers
your business. Are you powering content?
• If your content is poor, then so will you.
• Start learning modern models of web content
marketing. Now.
• Stand, Stretch and Walk.
• Get help if you need it.