http://www.b2bmarketinginsider.com/content-marketing/content-marketing-marketing-left Stories have helped us connect with our fellow human beings since the dawn of time. But as we have evolved, each new communication platform creates opportunities and challenges, especially for brands. Brands have learned that promoting themselves doesn't work. Ultimately it's the stories that allow brands to connect with their audience. The future of marketing is extreme customer-centricity. Brands have to stop promoting themselves and create content that people actually want to consumer. The future of marketing will see more brands acting like publishers. This is more than a cliche. It means brands will start delivering content people want. And driving engagement and conversions. As content consumers, we react more quickly and with deeper connection to headlines that engage us with curiosity and wit. The future of marketing uses the words we use when searching online and drives action with engaging headlines. The world is overflowing with more information than any of us could ever dream of consuming. But "a picture is worth a thousand words." The future of marketing is more visual as brands follow traditional media publishers into visual content production. Brands will hire photographers, designers, reporters and videographers in addition to journalists. The term "real-time marketing" is a myth. It is an over-simplification of the complexity of the modern world and how brands need to act in order to stay relevant. We are always-on and always-connected. The "campaign brain" no longer fits the world we li​​ve in. Campaigns that provide short-term bumps of engagement do not provide the return that marketing investment requires. Brands cannot determine when and where lightning will strike. And so the future of marketing will see marketing leaders creating a culture of continuous always-on content production. Social media is not a strategy. It is one of the channels we use to consume content and connect with people. It is the evolution of what started with the dawn of the internet and the move to digital, mobile and cloud-based systems of communications. These are just the pipes. Content is the fuel. In order to be effective in the future, brands must create branded content hubs to attract their own audiences. The future of marketing is owned media and branded content hubs, driving social engagement that fuels paid distribution.

1. The Future of
Content Marketing
Michael Brenner
NewsCred – Head of Strategy
@BrennerMichael

5. Great
marketing
is great
storytelling

6. Today’s always-on,
connected world presents a
huge challenge and an
opportunity for Brands

7. We need to connect
with our audience
through stories people
love!

8. (TL / DR)
The world has changed.
Most marketing sucks.
Attract your audience through
stories people love.

10. Today we are all connected

11. http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg

14. The first TV ad - 1941

15. Camel ad - 1950

16. Apple - “1984”

17. 17

18. “Content Marketing
is all the marketing
that’s left!”
Seth Godin, 2008

19. The Internet - Mosaic browser 1993

20. The first online banner ad - 1994

21. “Native Ad?” 1994

22. Thank You Mom - 2014

23. 23

24. 24

25. 25

26. Unique Point of View Trap
How brands can
become consumed
with their story, not
their customers.

27. 60-70% of marketing content
goes completely unused.
(Sirius Decisions)

28. 73% of people surveyed wouldn’t
care if the brands they use
disappeared from their life.
(Co.Exist)

29. 80% of CEOs
unsatisfied
with CMOs
(Fournaise Group)

30. Marketing has a
marketing problem!

32. Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013

33. Banners?
You are more
likely to . . .

34. Remain Optimistic About Mobile Ad Spend Growth…
Print Remains Way Over-Indexed

35. FROM
What will change in 2015?
Content about us
Content for social
Disconnected digital channels
Campaign-driven content
TO
Customer-centric storytelling
Content at the core of everything
Brand content hubs / publishers
Continuous “culture of content”

36. The Future of
Content Marketing is
“Converged Media”

38. Unilever Marketing Spend 2000-2015

39. Unilever Marketing Spend 2000-2015

40. Unilever Marketing Spend 2000-2015

41. “Brands need to
take the phrase
‘acting like a publisher’
literally.”
Dietrich Mateschitz, Founder and CEO Red Bull

42. Converged Media
Requires an
Owned Content Hub

47. 47

50. The Future of
Content Marketing is
Proven ROI

52. “Content Marketing ROI
is 4X our traditional
marketing spend.”
Julie Fleischer, Kraft

53. The Future of
Content Marketing is
Visual

56. The Future of
Content Marketing is
Entertaining

57. Kmart 2014

58. Examples: Brand Entertainment

59. Your audience wants stories
Will you give it to them?
@BrennerMichael