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Trend assessment - Content Marketing
- 1. Content Marketing Trend Assessment II April 10th 2012 By: Deepti Dhiman University of Memphis, Memphis TN
- 2. What is the Trend? • Focus on creating exceptional and unique content that people want to read and share rather than creating things like brochureware • Shift to “Real Content Marketing” • Brands becoming “Publishers”
- 3. What is Content Marketing? • Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. Source: Content Marketing Institute
- 4. History of Content Marketing • 1900 – Michelin Guide • 1985 – Furrow Magazine
- 5. Why Content Marketing? • 2011 CMI Study – 9 out of 10 B2B marketers are using content marketing • No Barrier to entry – Content acceptance – Talent – Technology
- 6. Case 1 : Mint.com • Pioneer in successful blog content marketing – MintLifeBlog – Editorial Standard content • Fulltime editorial staff • Freelance contributor – Personal Network- Investment in social news sites like Reddit and Digg by posting articles and develop trust – Combination of content type- news and tips posts, link roundups, slideshows, videos and inforgraphics
- 7. Case 2 : American Express • OpenForum, an online community – Content cover running small business – Offer a community feel – Two parts • Idea Hub • The Community
- 8. Other Applications • Fashion Industry • Men’s Health Industry
- 9. Future of the Trend • Impact on Business Landscape – All businesses are media company – Focus on own media and less on paid media • Specific Industries and consumer segments that will be impacted – Everyone – New startups with content specific focus • Bringing writes and publishers together - Contently, Percolate • Pinterest and Instagram
- 10. Future of the Trend • How the trend will change moving forward – Marketing departments to look like publishing departments – Hiring of journalists, people with varied skills and subject matter experts – 60% of B2B marketers are planning to spend more on content marketing in 2012 as compare to 25% in 2011.
- 11. Future of the Trend • To stay ahead of competitors – – Understand informational needs of audience – Create quality content and distribute through multiple channels – Create content marketing strategy
Hinweis der Redaktion
- Started in 2006, faced competition . Three years later they developed CM startegy
- Sites provides great information but also gives Amex an opportunity to tie relevant services.Indirect marketing – helping
- According to the CMI, B2B marketers invested on average 25% of their budget in content marketing in 2011 and 60% of B2B marketers are planning to spend more on content marketing in 2012.