evolution of content marketing
TRANSCRIPT
The Evolution of Content MarketingSimon Kingsnorth
Author, Digital Marketing StrategyContributing Author, Understanding Digital Marketing, Understanding Social Media
@thekingsnorth
Let’s just be clear…
“Content marketing involves creating and distributing non-branded content in order to improve customer engagement and brand awareness.”
How content marketing has evolved in the 21st century
2000 2002 2004 2006 2008 2010 2012 2014 2017
Ebooks Content purely Video becomes Social media Niche social Penguin Influencersfor SEO important takes off platforms and Infographics
The 4 steps of content marketing
Plan
Create
Distribute
Evaluate
The 3 time zones of content planning
BEFORE
Analyse
NEXT
Plan
NOW
React
An Effective Content Calendar considers…
The world
Your industry
Your business
ChristmasTwist the story but be authentic
The Oscars next weekFind your place in the story
New film out this weekMake your content engaging
Creating high performing content
Give your customers a KISS
Keep It Simple Stupid
When to use the right type of content
When creating content, remember…
It must not be a means to an end
It must meet a need
It must be authentic
Distribution
Differentiate by audience and channel
Use Influencers wisely
84% of marketers plan on executing 1+ influencer campaign in 2017
Don’t head straight for the celebrity
Beware brand damage
Remember influencers are brands too
Aim for authenticity
Measuring success
Beware vanity
Look for engagement
Continuous improvement
Trends in 2017
• Research and data remains very popular content• Video and images continue to gain huge
engagement• Very short product demonstration videos• Expect more Instagram Stories• Influencer geo-targeting likely to kick in• Native advertising to grow aggressively• Written content still has it’s place• Email is not dead
The future of content
Thanks for listeningCome and say hi
Simon Kingsnorth@thekingsnorth