The Future of Marketing Is Content

Keynote Speaker, Author and CEO of Marketing Insider Group en Marketing Insider Group
3 de Nov de 2014

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The Future of Marketing Is Content

  1. The Future of Content Marketing Michael Brenner NewsCred – Head of Strategy @BrennerMichael
  2. Great marketing is great storytelling
  3. Today’s always-on, connected world presents a huge challenge and an opportunity for Brands
  4. We need to connect with our audience through stories people love!
  5. (TL / DR) The world has changed. Most marketing sucks. Attract your audience through stories people love.
  6. Today we are all connected
  8. The first TV ad - 1941
  9. Camel ad - 1950
  10. Apple - “1984”
  11. 17
  12. “Content Marketing is all the marketing that’s left!” Seth Godin, 2008
  13. The Internet - Mosaic browser 1993
  14. The first online banner ad - 1994
  15. “Native Ad?” 1994
  16. Thank You Mom - 2014
  17. 23
  18. 24
  19. 25
  20. Unique Point of View Trap How brands can become consumed with their story, not their customers.
  21. 60-70% of marketing content goes completely unused. (Sirius Decisions)
  22. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist)
  23. 80% of CEOs unsatisfied with CMOs (Fournaise Group)
  24. Marketing has a marketing problem!
  25. Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013
  26. Banners? You are more likely to . . .
  27. Remain Optimistic About Mobile Ad Spend Growth… Print Remains Way Over-Indexed
  28. 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”
  29. The Future of Content Marketing is “Converged Media”
  30. Unilever Marketing Spend 2000-2015
  31. Unilever Marketing Spend 2000-2015
  32. Unilever Marketing Spend 2000-2015
  33. “Brands need to take the phrase ‘acting like a publisher’ literally.” Dietrich Mateschitz, Founder and CEO Red Bull
  34. Converged Media Requires an Owned Content Hub
  35. 47
  36. The Future of Content Marketing is Proven ROI
  37. “Content Marketing ROI is 4X our traditional marketing spend.” Julie Fleischer, Kraft
  38. The Future of Content Marketing is Visual
  39. The Future of Content Marketing is Entertaining
  40. Kmart 2014
  41. Examples: Brand Entertainment
  42. Your audience wants stories Will you give it to them? @BrennerMichael