7 content marketing trends you need to know now
Post on 21-Jan-2017
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@uberflip
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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
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