pr summit 2015 content marketing research and trends
TRANSCRIPT
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Content Marketing Research and Trends
Overview 2015PR Summit
San FranciscoSeptember 12th, 2015
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Content Marketing Research
●How Content Now Drives Leads
●Content’s Role In Findability
●Why Content Marketing is Critical For Sales Growth
●Current Trends
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People Who Have Internet Access
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Mobile Rules
There’s now more search traffic coming from mobile devices than desktops. (Google)
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Content Is the currency of the social web
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Banner Blindness
The average click-through rate (CTR) of display ads is 0.1%. (DoubleClick)
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Ads Blocking Is Huge
Ad blocking grew by 41% globally in the last 12 months and is now 198 million users. (Adobe/PageFair 2015)
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Abysmal Email Engagement Rates
Industry CTRs range from 1.5%–4.79%. (MailChimp)
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Vanishing Sales-Cycle
When buyers engage sales, they have completed 57% (*or more) of their purchasing process (CEB/Google 2011)
* More recent research put this as high as 80%+
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Brand Preference
● When consumers move into an active shopping state, they’ve already picked their preferred brand.
● More than 75% will buy from that brand regardless of any new information they acquire. (Foundation Capital)
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Self-Serve Education
56%
Of the buying process is spent searching for educational content (International Data Corporation)
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Smart Is Sexy
76%
Of buyers choose vendors that can have intelligent conversations and deliver effective value messages (Forrester)
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Marketing Crap Speak
86%
Of buyers say that the content by marketing is not useful, relevant or aligned with their needs (IDG)
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Smart Is Sexy
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Smart Is Sexy
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Smart Is Sexy
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Search
59%
Believe content has led to increased search engine rankings for their business. (wyzowl)
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Traffic
64%Say they’ve increased traffic due to content marketing (wyzowl)
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Leads
67%
Say they’ve received increased leads from content marketing (wyzowl)
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Awareness
73%
Say content marketing creates improved brand awareness (wyzowl)
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What’s In It For Me?
76%
of content marketers agree that content should provide actionable information. (wyzowl)
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Smart Is Sexy
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Smart Is Sexy
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Smart Is Sexy
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Commitment To Content Marketing
18%In 2013Either "strong" or "extremely strong." (Ad Age)
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Commitment To Content Marketing
40%In 2015Either "strong" or "extremely strong." (Ad Age)
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Budget
86%
Of content marketers say they plan to spend more or maintain their spending in 2015. (wyzowl)
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2015 Content Marketing Budget
23%Percentage of marketing budget (Ad Age)
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2017 Content Marketing Budget
33%Percentage of marketing budget in 2017 (Ad Age)
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PPC Cost Per Lead
(CMI)
Mid-Sized Company
$109(24 Mo Avg.)
Large-Sized Company
$108(24 Mo Avg.)
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Content Marketing Cost Per Lead
(CMI)
Mid-Sized Company
$75(24 Mo Avg.)
Large-Sized Company
$64(24 Mo Avg.)
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Cost Per Lead (24 Mo Avg.)
(CMI)
Content Marketing
31%Less Than Paid
Search
Content Marketing
41%Less Than Paid
Search
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Smart Is Sexy
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Get This Presentation
●Twitter○ @Steveology
●Facebook Page○ Steveology
●SlideShare○ PR Summit 2015 Content Marketing
Research and Trends
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Contact Me
●Steve Farnsworth
● (650) 331-0594
●https://www.linkedin.com/in/stevefarnsworth
●Twitter @Steveology
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Sourceshttp://www.slideshare.net/kleinerperkins/internet-trends-2014-05-28-14-pdf
http://adwords.blogspot.com/2015/05/building-for-next-moment.html
https://www.doubleclickbygoogle.com/insights/
http://blog.pagefair.com/2015/ad-blocking-report/
http://mailchimp.com/resources/research/email-marketing-benchmarks/
http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/
https://foundationcapital.com/decadeofthecmo
http://thecontentcouncil.org/
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Sourceshttp://go.experian.com/dm15report?WT.srch=EMSPR_REP_MR_DM15_042015
http://www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-2015/
http://ascend2.com/home/latest-report/
https://www.wyzowl.com/state-of-content-marketing-2015.html
http://missingthemark.ads.economist.com/
http://www.komarketingassociates.com/files/b2b-web-usability-report-2015.pdf
http://info.onespot.com/content-clarity-website
http://www.odwyerpr.com/story/public/4307/2015-03-26/content-marketing-budgets-set-rise.html
http://contentmarketinginstitute.com/2012/06/justify-content-marketing-cost/
http://www.marketingcharts.com/online/b2b-content-marketing-whats-changed-and-what-hasnt-46580/