1.Five Trends Shaping the Future of Content Marketing

2. Kyle Lacy Senior Manager Content Marketing & Research @kyleplacy 3. Whats Next? 4. Click the center icon >>>>> and browse for the image you want to insert. IF IMAGE INSERTS IN FRONT OF FOOTER, Right click on the image and Select Arrange/Send to Back 5. Whats Next? 6. Whats Now? 7. one.Data Equals Relevance 8. What you will see with rapid data and social sharing is the death of the average and the era of you. Businesses will be able to truly serve the individual. Ginni Rometty CEO, IBM 9. Two types of marketing data:1. Empathy 2. Perspective Taking @kyleplacy 10. Empathy Understanding someones emotional state or feelings @kyleplacy 11. They were really good at empathy.@kyleplacy 12. Perspective Taking Cognitive & analytical its understanding someones interests and behavior. @kyleplacy 13. FY15 Content Pillars PILLARData Tells AllROLECredibilityWEIGHTDESCRIPTION15%Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant for all areas of marketing communications from CMO to brand marketer.Be InspiredMotivation20%Provide inspiring ideas from marketers. Content should spark inspiration for others faced with similar challenges or questions. This will include video and blog postsPersonal DevelopmentLifestyle15%Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development.ResearchThought-Leadership25%Release market research reports pertaining to three areas > consumer research, marketer research and benchmark reports This includes global regions.Strategy How-ToEducation25%Build the value by providing strategy answers and ideas from clients and internal influencers.@kyleplacy 14. Tracking & Measurement@kyleplacy 15. @kyleplacytwo.Moments Matter 16. @kyleplacy 17. three.Consumer Mobility@kyleplacy 18. @kyleplacy 19. @kyleplacy 20. @kyleplacy 21. Americans spent more time in 2013 on digital than any other medium including television. @kyleplacy 22. 65% of tablet owners use their tablet at the same time as watching TV at least once a day. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud@kyleplacy 23. 5+ hours spent per day in digital environments575% increase from 2010 eMarketer@kyleplacy 24. Consumers spend (on average 3.3 hours a day on their devices. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud@kyleplacy 25. 8 of 10 consumers who signed up for emails from a brand made a purchase. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud@kyleplacy 26. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path@kyleplacy 27. Email isMobile @kyleplacy 28. 85% of our respondents said mobile devices are a central part of everyday life. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud@kyleplacy 29. We sent over 1 billion digital messages on Cyber Monday.@kyleplacy 30. Many of our retail clients experienced mobile open rates exceeding 80%.@kyleplacy 31. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud@kyleplacy 32. Content isMobile @kyleplacy 33. @kyleplacy 34. four.Content Personalization 35. Three types of personalization:1. Guided Selling 2. EGONomics 3. Location @kyleplacy 36. 1. Guided Selling 37. Return Path@kyleplacy 38. +1000% CTR +200% LEADS +70% TRAFFIC @kyleplacy 39. 2. EGONomics 40. Faith Popcorn@kyleplacy 41. 3. Location 42. Data Equals Relevance 43. What you will see with rapid data and social sharing is the death of the average and the era of you. Businesses will be able to truly serve the individual. Ginni Rometty CEO, IBM 44. Data beatsOPINIONS @kyleplacy 45. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer@kyleplacy 46. exacttarget.com