IPG Discovery 5 Event

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Attached is a 'quick fire' 10 minute overview of what I see as the key areas of focus to move content marketing on into 2018. It also contains some key results from our 2017 State of Content Marketing Survey.

Marketing

+ 3 other insights into the present and future of content
“YOU DON’T KNOW
WHAT YOU’RE DOING”

I’m concerned for the future
of digital content.
“

zazzlemedia.co.uk/the-state-of-content-marketing-
survey

Digital content budgets are
increasing but strategic
knowledge
is trailing behind.

92%
*
*% of marketers are unclear as to
how best to execute strategy.

10%
21%
23%
33%
38%
60%
62%
65%
Using paid and earned social platforms
Finding the right agencies to work with
Video campaigns
Finding the best content writers/creators
Lack of marketing budget
Producing content consistently
Measuring ROI of content marketing campaigns
Producing engaging content
Or produce enough of it and
measure effectiveness…

HERO CONTENT
Proposed hero content idea for the Lease Car blog
towards the end of the six-month period…
Content is the ONLY glue that sticks
an audience together.

@simonpenson
The same is happening right
now online.

Designed
to build
long term
audience
Everything
from social
to email, paid
and PR is
integrated
Content works
through paid,
earned and
owned
seamlessly
Full mix of
strategic
content
produced
Central
Editorial
Plan
The answer is data-led
content strategy spanning paid,
earned & owned…

34
Works in sales
Frequent traveller to meetings
Married with children
43
Part time nurse
Weekends away organiser
Married with older children
18
Student
Uses trains to go home
and see friends
Needs ‘cheapest’
Based on serving
persona need.
DAVID BERNAND AMELIA THOMAS CORINNA WEBER

SEE ALL ADVERTISING AS
CONTENT DISTRIBUTION
02.
Use programmatic to deliver content, not ads.

Ads are just holes
in the internet…
for content.
The blunt
approach has no
future.

Use it to tell stories
not just ‘sell’ stuff.

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First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Creator Influencer Strategy Master Class - Corinne Rose Guirgis

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Making small changes to your website's text for A/B tests often disappoints. Moreover, catering to diverse audiences presents its own set of hurdles. With AI capabilities like GPTs, you can tackle this challenge head-on. However, GPTs come with a blank canvas - it's up to you to define their style. In this enlightening session, Brian Massey, Managing Partner at Conversion Sciences, will unveil the secrets to crafting precise, testable, and compelling copy that speaks directly to your site's diverse prospects. Learn how to put these strategies to the test on your homepage, landing pages, or eCommerce product pages for maximum impact.

The Science of Landing Page Messaging.pdf

VWO

Unlock the power of digital marketing and take your business to the next level! This comprehensive presentation covers the fundamentals of digital marketing, including search engine optimization, pay-per-click advertising, social media marketing, email marketing, and content marketing. Learn how to create a digital marketing strategy that drives website traffic, generates leads, and increases brand awareness. Discover the benefits of digital marketing, including cost-effectiveness, measurability, flexibility, and increased reach. Get insights into the latest digital marketing trends and best practices, and learn how to measure and optimize your digital marketing efforts. Whether you're a seasoned marketer or just starting out, this presentation is your ultimate guide to succeeding in the digital landscape. https://www.instagram.com/zoraizahmadd/

Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

ZACGaming

SEO in a World of AI Presentation Description (150 words max): Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search. Key Takeaways: 1. Have a plan to prepare for search generative experience (SGE) 2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha 3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEO

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

IPG Discovery 5 Event

1. + 3 other insights into the present and future of content “YOU DON’T KNOW WHAT YOU’RE DOING”

2. I’m concerned for the future of digital content. “

3. zazzlemedia.co.uk/the-state-of-content-marketing- survey

4. Digital content budgets are increasing but strategic knowledge is trailing behind.

5. 92% * *% of marketers are unclear as to how best to execute strategy.

6. And yet we’re spending more than ever…

7. 10% 21% 23% 33% 38% 60% 62% 65% Using paid and earned social platforms Finding the right agencies to work with Video campaigns Finding the best content writers/creators Lack of marketing budget Producing content consistently Measuring ROI of content marketing campaigns Producing engaging content Or produce enough of it and measure effectiveness…

8. WHERE ARE WE GOING WRONG?

9. Content Marketers celebrate this…

10.

11.

12. It’s about delivering constant

13. SO, WHAT DO WE FOCUS ON?

14. BECOME A PUBLISHER 01. ‘Brand as Publisher’ is the future…

15. Brand as Publisher Imagine your business as the best selling magazine in your niche. What would your content output look like?

16. HERO CONTENT Proposed hero content idea for the Lease Car blog towards the end of the six-month period… Content is the ONLY glue that sticks an audience together.

17. Look at the evolution of mass media.

18. @simonpenson The same is happening right now online.

19. Designed to build long term audience Everything from social to email, paid and PR is integrated Content works through paid, earned and owned seamlessly Full mix of strategic content produced Central Editorial Plan The answer is data-led content strategy spanning paid, earned & owned…

20. 34 Works in sales Frequent traveller to meetings Married with children 43 Part time nurse Weekends away organiser Married with older children 18 Student Uses trains to go home and see friends Needs ‘cheapest’ Based on serving persona need. DAVID BERNAND AMELIA THOMAS CORINNA WEBER

21. SEE ALL ADVERTISING AS CONTENT DISTRIBUTION 02. Use programmatic to deliver content, not ads.

22. PUT. CONTENT. FIRST.

23. Ads are just holes in the internet… for content. The blunt approach has no future.

24.

25. Use it to tell stories not just ‘sell’ stuff.

26. MAKE CONTENT OPPORTUNITY FOR OTHERS 03.

27. Because these guys rule the world.

28. THANK YOU FOR LISTENING!