This document discusses trends in content marketing, including how buyers now complete 60-80% of research before contacting vendors. It also discusses how content marketing is becoming more important as buyers rely more on peer recommendations than marketing. New tactics in content marketing include personalized content, automated distribution, and measuring results as a business. Emerging technologies are changing the nature of content to be more visual, interactive, and dynamic.

2. Trends, Innovations, and the Future.
That’s what you came here for.
Cool.
But do you understand why Content
Marketing is so hot today?
If you don’t need the intro, just skip to slide 20…

3. Ad overload Channel overload Changing Buying Behavior
Source : Qmee
@tomdebaere
Buyers are using social as filters to
cut information out of the noise…

4. “BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS”.
SiriusDecisions

5. All of this is
changing the
role of sales and
marketing…
@tomdebaere

6. THE LONG
LIST
Marketing
Sales
Longlist
Shortlist
Sale !
@tomdebaere
This is how you used
to get on “the shortlist”
of buyers…

7. That long list is less and less
influenced by marketing and
sales.
THE LONG LIST
So who is influencing
that list?

8. @tomdebaere
Yep…them again…

9. @tomdebaere

10. @tomdebaere
We don’t trust CEO’s or Marketing,
but we DO trust our peers!

11. AND THAT’S
WHY ALL
EMPLOYEES
NEEDS TO
BUILD TRUST…
Customers and partners
>>> TRUST & INTEREST <<<
Marketing Sales Production
& Logistics
Customer
Service
ALL YOUR EMPLOYEES
@tomdebaere
By answering questions to
technical and business issues

12. and that’s why Content marketing is
catching the attention of marketers…

13. @ Coca Cola…

14. @ Cisco…

15. …and @Google!
This is what Google is doing…
• Secure Organic Search
• Google Authorship (dead now)
• Panda & Hummingbird
“ Content is key – clear,
concise, informative”
“Write for real people”
@tomdebaere

16. Everyone is
following the
gold rush…
© Velocity

17. Now, something interesting
is happening down there…
Backbone
platforms
@tomdebaere

18. 8 BILLION $ IN MARKETING SOFTWARE
ACQUISITIONS
They all happen to be strong
advocates of content marketing…
When Buyer Seller Value
2010 IBM Unica 480 M$
2012,
2013
@tomdebaere
Oracle Eloqua, Compendium,
Responsys
1500 + 30 + 871
M$
2012 Microsoft MarketingPilot ?
2012,
Adobe Efficient Frontier,
2013
Auditude, Day software,
Demdex, Neolane
2500 M$
2013 SalesForce ExactTarget/Pardot 2500 M$
2014 IBM Silverpop/BlueKai 270 + 400 M$
SAP Still has to buy

19. CONTENT MAKES SENSE
@tomdebaere
And in todays digital, content
and social driven world, it
does makes sense…

20. TRENDS, INNOVATION, AND
THE FUTURE
… it’s about time you
explain me !

21. PLANNING CONTENT ALONG THE
CUSTOMER LIFE-CYCLE
WHAT
we solve
HOW
we solve
WHY
we solve
© HappiFish
MEANINGFUL
New Customers Growing Customers
Strangers Visitors Leads Customers Promoters Advocates
Awareness Consideration Buying Impress Enthuse Advocate
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action
@tomdebaere
Companies are more conscious
about planning content along the
needs of buyers

22. AUTOMATED CONTENT DISTRIBUTION
content
content
content
I’m exploring I’m digging deeper
content
I’m getting ready
to buy
content
content
content
@tomdebaere
Tools provide content at the
right time, with buffers of
content waiting at each stage

23. RUNNING CONTENT MARKETING AS A
BUSINESS
• Conversions, not engagement
• End-to-End tracking
• Agile Marketing techniques
• Google Analytics
• Myri.se
• Marketing automation suites
• Adobe, Oracle, IBM
User
metrics
Paid
Owned
Earned
© HappiFish
Business
Objectives
@tomdebaere

24. PERSONALIZED AND
AUTHENTIC
• Context – 1 to 1 via data
• Integrated marketing systems –
using CRM and ERP data
• Google Uber Cookie
@tomdebaere

25. NEW CONTENT TACTICS
• Big content
• Low effort content
• Speed - Newsjacking / Real-time
• Atomization, Re-Use, Curation
• “Click-baiting” to be avoided
@tomdebaere

26. ROBOT WRITERS
• In use by Times, Wikipedia, Forbes,
Yahoo, AP, …
• Contextual – earning reports vs sports
coverage
• Automatic - analysis, conclusions, reports,
summaries and graphs
• Hyper-scalable, Real-time and personalized
content in natural language
• Automatic social promotion
• Storytelling and though leadership is
still a human’s game, for now…
• Wordsmith, Narrative Science
@tomdebaere

27. THE DARK SIDE OF ROBOT WRITING
• CIA, NSA, Israel… are using
robot writers today
• Content floods and Social
media wars
• Manipulate public opinion or
share prices
@tomdebaere

28. DIFFERENTIATING AND SPECIAL
STORYTELLING
• Give yourself the permission to
make the story bigger –
“McDonalds”
• Take a stand on issues and do it
with authority – “Dove Real
Beauty Sketches”
• Say no to boring content –
“Follow the Frog”
Credit to Velocity Partners (UK) for this insight into storytelling

29. MAKE THE STORY BIGGER
McDonalds could have responded
to this question with a small
answer. Instead, they create an
authentic 5 minute video

30. Watch out… here comes the frog !
P.S. You’ll love it.
Say ‘no’ to boring content…

31. OUTBOUND IS BACK
• About content, not products
• Email remains key
• Content promotion
• Build your community
• Native Advertising for top of
funnel content
Content
© HappiFish
@tomdebaere

32. BUILD COMMUNITIES AROUND BRANDS
• Sounds very 2008
• But soon great content
won’t make it on page 3
of Google
• Own the community
@tomdebaere

33. CONTENT ITSELF IS CHANGING
• Less focus on SEO
• Creativity as competitive advantage
• More Visual and/or “Snackable”
• Dynamic Screen Experiences
• Motion graphics kinetic text
• Marketing apps
• Content tools - “Youtility”
• SnapApp, iOn Interactive, Adobe
Voice, Ceros, Scroll Kit, Exposure
Citrix Project Accelerator
@tomdebaere

34. EXAMPLES OF MARKETING APPS
Online marketing apps are
appearing on the market to
quickly create interactive content

35. MOTION GRAPHICS – THE GIRL EFFECT
Motion graphics tell a story, with
little or no pictures or video
material…

36. CONDUCTIVE INK – PLAYABLE POSTERS
Printed posters respond to
touch, becoming interactive
offline content.

37. ‘Youtility’ content truly
helping buyers…

38. WHAT DOES SMART
CONTENT MARKETING
TAKE?
Vision and
Strategy
Technology Culture &
organization
Digital
marketing
excellence

39. www.happifish.be
We are HappiFish. From Belgium.
(You know, the land of chocolate and beer?)
We help companies to create marketing that
people actually want.
Because we believe marketing should be
relevant to customers.
P.S. We slaved all day over this Powerpoint, for You. If you like this presentation,
why not returning the favor by visiting our site and check out what we do?

40. www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence
Training & Workshops