8 trends in content marketing
TRANSCRIPT
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8 Trends in Content Marketing
Chuck FreyDirector of Online Training
Content Marketing Institute@chuckfrey
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DEFINITION“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
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Focused on audience needs – NOT your brand or products!
Requires a strategic approach
Customer personas are essential
Understand their customer journey
Nurturing: map content to each step of it
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The right content to to the right
audience at the right time
DELIVER:
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GOAL: change or enhance audience
behavior
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Teach, don’t sell(not like Ron Burgundy…)
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CAMPAIGN
Longer-term play– a different mindset
Rewards commitmentand consistency
ROI hard to prove –at least initially
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Make your audience more intelligent
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Communicate consistently
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Trend 1:Less Content, Greater Impact
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Content requires a strategy
But 48% of B2B marketers still don’t have a documented content strategy
Source: CMI 2015 B2B Benchmark Survey
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More content ≠
more success
Without a strategy…
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Let’s turn the crank FASTER!
We’re getting pretty good at this…
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“Produce the minimum amount of content you need to create the impact you require”
-Robert Rose, CMI
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Trend 2:Focused content
distribution
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Typical scenario: Be everywhere!
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The social media numbers game
GROWOUR
FOLLOWERCOUNTS!
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Better approach: Focus and own it!
MatPat = 5.7MM subscribers!
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Trend 3:Dawn of the
Content Brand
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Excellent content has value separate and distinct from the product itself.- Joe Pulizzi, Founder, CMI
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A collection of content = valuable asset
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Leading content brands
AMEX Open Forum Adobe CMO.com Red Bull Red Bulletin
P&G Everyday Williams-Sonoma Taste HubSpot
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How can you move in this direction?
ExtraordinaryContent
ConsistentlyPublished
CustomerFocused
Treat your content program as a product
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Trend 4:Deliver true
mobile experiences
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Most mobile content is rearranged
desktop content
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Goal: Unique mobile experiences
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Trend 5:The rise of ad blockers
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R.I.P.BANNER
ADS
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Effects of ad blocking
ContentNative
advertising
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Trend 6:Accelerating
changes in social media business
models
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Don’t build your house on rented
land
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Example: Facebook Pages
Seen by less than 2% of your followers
You must “pay to play”
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Drive people to your owned media
You don’t
control these
channels
They can change the rules at any time
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Trend 7:Audience building
becomes a big priority
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Priority: Build your email list
You OWN this!
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Drive the right people to your website
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Offer gated and ungated resources
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“Steal” audience via
paid distribution
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Target ads to match your personas
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Trend 8:Think like a publisher
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The mindset of the publisher
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The mindset of the publisherClearly defined editorial mission – who we serve and how
Well-honed processes to produce content efficiently
Focused on cultivating deep relationships with their audience
Editorial calendar and high content standards
Well-developed business model – multiple revenue streams
Content marketers can learn a LOT from publishers!
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The publisher’s “product” is an asset that has
value $$$
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Audience engagement via:• Web content• In-person events• Print publication
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Builds trust
Customers as heroes
Builds brand equity
“House” ads for Deere equipment/services/
dealers
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Apply this mindset to content strategy
How it’sfunded
How it’s nurtured
LONG-TERM THINKING
How it’s planned
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Grow audience faster: Buy a publisher
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Brands buying publishers: examples