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7 Content Marketing TrendsYou Need to Know Now

Hana AbazaHead of Strategy, Uberflip@hanaabaza

Jay BaerPresident, Convince & Convert@jaybaer

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WE WILL SEND THE RECORDING.

Questions? We’ve got answers! (At the end of the webinar ☺)

Join in on

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Stick Around For a Demo

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Mapping customer

micro-moments12017

Photo credit: Cristian Ungureanu

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Traditional marketing funnels

are dying

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Customer experiences are created in micro-moments

Visits store

In-store buying experience moments

Visits competitor retail website

Looks up reviews

on Amazon

Compares prices on

phone

Cashier won’t price match

Waits in line at store,

browses phone

Sees content for online price matching

Gets retargeted by competitor

Complaints on social are ignored

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What is a micro-

moment? ?An intent-rich moment when a person turns to a device to act on a need—to know, go, do or buy.

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��

��

��

��

��

�� �

���

��

In-store buying experience moments

Visits competitor

retail website

Looks up reviews

on AmazonWaits in line

at store, browses phone

Sees content for online

price matching

Compares prices on

phone

Cashier won’t price match

Gets retargeted by

competitor

Complaints on social are ignored

Visits store

Start by plotting every interaction on their path and their happiness level at

each stepStart by plotting every interaction on their path and their happiness level at

each step

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Visits store

In-store buying experience moments

Visits competitor retail website

Looks up reviews

on Amazon

Compares prices on

phone

Cashier won’t price match

Product page

Ratings & reviews

Comparison blog

Other usercomplaints

Waits in line at store, browses

phone

Sees content for online price matching

Gets retargeted by competitor

Complaints on social are ignored

Determine what content was most useful to them in making a decisionDetermine what content was most

useful to them in making a decision

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Visits store

In-store buying experience moments

Visits competitor

retail website

Looks up reviews

on Amazon

Compares prices on

phone

Cashier won’t price match

Customerservice

response

Better product information

Clear pricematching policy

Retargetingpaid ad

Waits in line at store,

browses phone

Sees content for online price

matching

Gets retargeted by

competitor

Complaints on social are ignored

Clarify price matching

Understand what content could have been more useful to them

Understand what content could have been more useful to them

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Visits store

Customer journey map example: purchasing a product in-store

Visits competitor retail website

Looks up reviews

on Amazon

Compares prices on

phone

Cashier won’t price match

Gets retargeted by competitor

Complaints on social are ignored

website

Waits in line at store,

browses phone

Sees content for online price matching

website

website

in person

social/website

website

social

paid media

in person

Analyze how multiple, different channels work together to support your customersAnalyze how multiple, different channels work together to support your customers

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Once you map your customers’ micro-moments, you can deliver truly

helpful content — the very moment your customers need it.

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Creating content for current customers2201

7

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2%

40%40% of existing B2B businesscomes from existing customers

of budgets are allocatedto keeping those customers

yet only

2%

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5new shoppers

Retailers must bring in

to equal one repeat

purchaser5new shoppers

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“Creating content only for acquisition

is crazy.”

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1/3 of complaints are NEVER answered, most of them

in social media.

Customer service is treated as a necessary evil, but that’s when content for customer retention becomes critical

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Every Question,in Every Channel,

Every Time

You should answer

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Amazing content isn’t just for prospects

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Every content marketer in 2017

should be listening to their customers and creating

retention-focused content.

that retains,

that retains,not just attracts.

Create contentCreate contentnot just attracts.

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On-the-fly content creation3

2017

Photo credit: Jason Howie

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In the time it takes to film one traditional :30 commercial…

Buzzfeed Tasty has filmed and posted dozens of recipe how-to videos

Each with thousands or millions of views

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That means branded content can no longer be crafted to glossy advertising perfection.

With real-time marketing, time is a luxury we can’t afford.

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But just remember…

Creatingcontent quickly

≠Creating

content poorly

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Social platforms have made it easier to adapt, by

building in-app storytelling

and editing capabilities✓Native slideshows, videos,text overlays, music, filters and

more

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✓Some mobile devices are also faster and can

even outperform professional cameras

“If you're a hardcore photographer, go for the iPhone 7 Plus.” - CNET

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✓Specially made mobile device accessories are

cheaper and more accessible to today’s modern

marketers

Tripods + mobile camera lenses + editing apps

= amazing content

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Now, all marketers need to create high-quality, on-the-fly content in a mobile device (or two) and some

know-how

📱

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Brands move from fiction to non-fiction4

2017

Photo credit: Rupa Panda

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podcast

Businesses are obsessed with storytelling. Even we talk about it all the time.

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Unfortunately, some

brand stories are just that…

Polished

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…works of fiction

Real

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They don’t want to be sold to. They want to buy-in on their own.

Consumers are getting savvier about spotting marketing wolves in

sheep’s clothing

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,

Now that live video is becoming the new

social media standard,

brands need to embrace unfiltered,

documentary-style communication…

warts and all.

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Even Southwest’s COO recently issued a real, newsroom-style apology via

Facebook Live

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Content testing5201

7

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Content Marketing World 2016- Joe Pulizzi

"If you’re not ‘all in’ with your content marketing program, you should stop.”

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What exactly does that

mean? ?

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"Slow the *&%^$ down and do your content marketing right — or don’t do it at all.”

- Ann Handley

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89% of marketers are using content

marketing !19% think current

efforts are very successful

But only

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!62%

41%But only

say their efforts are more effective

than last year

have clarity on content marketing

success

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✓ In order to know what

works, you have to test content

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-20%

more conversions

+50%

+50%-

20%paid spend

Testing helps everyone slow down and

see what’s working

A/B Testing

Multivariate Test

Examples only. Not actual results.

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Augmented reality and virtual reality6

2017

Photo credit: OyundariZorigtbaatar

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Biggest mobile game in US history

Surpassed Twitter for daily active users

Higher engagement time

than Facebook

Pokemon Go was one of the biggest successes of 2016

in US history

daily active users

than FacebookSource:

Techcrunch

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Part of its success was the use of

augmented reality, which overlays

digital information onto our physical

environment

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Pokemon Go may have been a cultural phenomenon…

But it wasn't the first to embrace

augmented reality

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Snapchat’s now-famous filters

use augmented reality to enhance the simple selfie

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David Berkowitz

In 2009, Yelp Monocle

layered digital reviews onto

physical streets

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!For most brands, augmented reality will most likely be a longer-

term initiative

However, early adopters will use 2017 as their testing playground

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Testing smart windshields

and displays

Testing virtual Modiface

mirrors in some stores

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Augmented reality won’t work for every brand…

… but those who use it in meaningful ways will be able to break new customer engagement ground

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Goodbye, specialist.

Hello, generalist.7201

7

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Historically, marketers defined themselves by their

specialtyI’m anSEO

strategist.

I’m a social media

specialist.

I’m an email

marketer.

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Defining ourselves by siloed, vertical titles has led to siloed,

vertical work I’m anSEO

strategist, but I don’t

create content.

I’m a social media

specialist, but I don’t

design.

I’m an email

marketer, but I don’t code.

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It’s time to say goodbye to the specialist, and hello to the

generalistHello! I do a little bit

of everything

.

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That’s because technology has leveled the playing field

Investment in and access to new tools has enhanced

marketers’ skills.

In addition, platforms have made it easier for users of all

skill levels new abilities

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In 2017, the best marketers will know just enough outside their specialty to be

dangerousI’m an

SEO strategist, AND I help

create branded content.

I’m a social media

specialist, AND I know

photoshop.

I’m an email

marketer, AND I know HTML.

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Soon, it will be acceptable to simply say: “I am a marketer”

I am a marketer.

I am a marketer.

I am a marketer.

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QUESTION TIME!

Jay BaerFounder, Convince & Convert

@jaybaer

hub.uberflip.com

Hana AbazaHead of Strategy, Uberflip

@hanaabaza