Put aside everything you think you already know about Content Marketing, because it’s changing every day. Let’s look at getting past the hype and instead, look at getting busy with a plan for 2015 — and the next five years. We are entering a new era of marketing, and it’s based on our ability to deliver experiences. How does content, and our ability to create value with it, play into that?
Robert Rose, Chief Strategy Officer for the Content Marketing Institute addresses the following:
· The latest trends in Content Marketing – fresh from CMI’s 2015 research
· The future of Content Marketing and how it’s changing for both B2B and B2C companies
· Key challenges and best practices with case studies from real companies
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- than from the introduction
of the iPhone
- than from your first ever
possible tweet
- than from the creation
of a Facebook page
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“In the coming decade, marketing will be
re-engineered from A to Z. Marketers will
need to rethink fundamentally the processes
by which they identify, communicate and
deliver customer value.”
Philip Kotler, 1999
Kotler on Marketing
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Business As Usual – Isn’t.
Semi-skilled to knowledge
Organizations have flattened
Customer relationship inverted
System is now optimized
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1. It’s beyond relationships
Similar to Production
Era to Marketing Dept. Era
Loyalty is to approach not
to product or service
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“The purpose of business is to
create a customer, the
business enterprise has two–
and only two–basic functions:
marketing and innovation.
Marketing and innovation
produce results; all the rest
are costs. Marketing is the
distinguishing, unique function
of the business.”
- Peter Drucker
1954
Marketing is here to continually
evolve the customer.
We are here to create value.
Developing audiences will
become the critical method by
which we engage customers
through all aspects of the funnel
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Siloes are difficult – but
content can unify
B2C different than B2B –
structurally & strategically
Owned media, managed
as an asset, greatest
challenge for both
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Only 40% look at content
marketing as integrated
process
Those that DO feel great
about their process – HAVE
a documented strategy…
60% vs. 12%…
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Still operating from the 4 P’s
and Reach and Frequency
Mistaking fast for quick,
We now do “small marketing”
– siloed even from ourselves
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OWNEDPAID
EARNED
We know this Why?
Our Attempt At
Content Marketing
Promoted
Social
Native
Ads
Huh?
Branded
Content
If we’re lucky
(more likely left of
center)PR & Social
Media
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Ongoing Effort To Engage Fashionable
Tastemakers
Owned Platform
Blog & Facebook Page & Parties…
Promoted through Contest…
- Goal to get flavors introduced
- Share flavors with their clients
Institute of Food Technologists Show…
- Now have engaged community of hot
bartenders and mixologists…
- Future product, insight and content
programs…
Reaching Back Beyond The Consumer – The Tastemaker
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- Content can be the byproduct of what
we do – or a differentiating strategic asset
- Marketing must create value both inside
the company and external to it.
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“When the rate of change
on the outside exceeds
the rate of change on the
inside, the end is in
sight.”
- Jack Welch
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• Chief Strategy Officer for the Content
Marketing Institute
• Best-selling author of
Experiences: The 7th Era Of Marketing
and Managing Content Marketing
• Recognized expert in content marketing
strategy, digital media and the social web
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About Regalix
An award-winning Global Co - Innovation company that
leverages technology and marketing to help companies grow.
Forefront of Innovation
o Digital Marketing Services
o Technology Enabled Services
o Regalix Labs
Multi-disciplinary Leadership Team & Strong Advisory Board,
175+ Team
Fortune 500 and Venture Backed Customers (B2B and B2C)
Global Operations: HQ in Silicon Valley, 2 Offices
Industry Recognition
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