Allen Gannett, Founder & CEO, TrackMaven We are getting sucked into a content marketing death spiral. Brands compete in a race to the bottom, then complain about how hard it is to be heard over the noise. How can we pull ourselves out of the echo chamber and refocus on delivering value? In this session, we’ll take a deep dive into what’s working (and not working) in marketing today. Allen Gannett will outline the headwinds marketing executives face in scaling an effective digital marketing program and leave you with five clear strategies to course-correct your organization’s approach to digital.

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The Content Marketing Death Spiral
Allen Gannett | CEO + Chief Maven, TrackMaven
Twitter: @Allen | Email: allen@TrackMaven.com
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Hello!
I am Allen Ganne6
CEO + Chief Maven at TrackMaven

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@MavenTheCorgi

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750 TONS

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38,000 TONS

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-$20M
-$200M
1945:
TODAY:

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Escalation of Commitment

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What is it?

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A pattern of behavior in which an
individual or group will continue to
rationalize their decisions, actions,
and investments when faced with
increasingly negative outcomes,
rather than alter their course.
“

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THE EXPENDABLES
2010
2012
2014

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Budget and Box Office Gross
THE EXPENDABLES
Source: boxofficemojo

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Output vs. Engagement with Brand-Generated Content (2015)

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Output vs. Engagement with Brand-Generated Content (2015)
1
2
Output per brand per
channel increased by
35%
Engagement with
brand-generated
content fell 17%

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Output vs. Engagement with Brand-Generated Blogs
1
2
800% increase
89% Decrease

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Marketers have an
ESCALATION OF
COMMITMENT
problem.

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CEOS TRUST THEIR CFOS AND CTOS…
90%
of CEOs “trust and value” the work done by their CFOs and CTOs.

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…BUT NOT THEIR MARKETERS.
20%
of CEOs “trust and value” the work done by CMOs.

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And it’s getting
harder…

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Channel Explosion Continues

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Attention is Fractured

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BLOCK
IGNORE
…OOPS?
• 198 million active ad block
users around the world
• 93% consider using ad
blocking software
• Ad blocking software cost
publishers $22 billion in
2015!
• 62% “annoyed with”
brands forcing pre-roll
video viewing
• 81% of people mute video
ads
• Turn your head!
• 50% of clicks on mobile
ads are accidental
Sources: PageFair 2015 Ad Blocking Report; Unruly Future Video Survey (July 2015); GoldSpot Media;

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The First Banner Ad

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October 1994

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October 1994
CTR THEN
44%
Source: Mashable

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October 1994
CTR THEN
44%
Source: Mashable
CTR NOW
0.17%
Source: Smart Insights 2016

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Only 30% of B2B and 38% of B2C Marketers Rate Their
Content Program as Effective or Very Effective
How B2B Marketers Rate the
Effectiveness of their Organization’s
Use of Content Marketing.
5 6% Very Effective
3 44%
4 24%
2 6%
1 4% Not at All Effective
How B2C Marketers Rate the
Effectiveness of their Organization’s
Use of Content Marketing.
5 10% Very Effective
4 28%
2 19%
1 4% Not at All Effective
40%3

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Consumers are giving us permission to create
better content.
Source: Adobe 2015

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Source: J.Crew SEC Filing 2014

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We have found that J.Crew
customers who engage with us via
our social media outlets (facebook,
twitter, Pinterest or Instagram)
generally spend…
“

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…2x more than the average J.Crew
customer
“
”

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J.Crew Back in 2013
“
”
The J.Crew catalog is the primary
branding and advertising vehicle for
the J.Crew brand. We believe our
catalog reinforces the J.Crew
mission and brand image, while
driving sales in all of our channels.

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Why do we fail?
How can we fix it?

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#1
Customers are
hummingbirds.

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Treat Attention Like a Resource
• Attention is a finite resource
• Gaining attention is about being
relevant
• Attention creates possibility for
behavior change
graphic via intersec]onconsul]ng.com

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#2
Our relationship with
data is flawed.

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Two Sides of Data
Leading Metrics
ROI Metrics

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Leading Metrics
ROI Metrics
Metrics that attribute revenue or
a proxy for revenue to a
marketing source.
Measure Periodically.

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Leading Metrics
Metrics that measure initial
customer engagement with
content.
Optimize Daily.

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Connect TOFU and BOFU
LEADING
METRICS
ROI
METRICS
graphic via intersec]onconsul]ng.com

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#3
We don’t cheat.

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Journal of Consumer Psychology:
• Dieters with a “cheat day” lost just as
much weight as dieters without
• Happier and more willing to stick
with their diets over the long term

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HEDONIC DEVIATION | hēˈdänik ˌdēvēˈāSHən |
DEFINITION:
Cheating that is planned and deliberate.

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Tenure of the U.S. CMOs fell in 2015
for the first time in a decade.
Source: Spencer Stuart

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#4
Lazy
personalization.

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HEY {FIRST NAME}!

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#5
We don’t own the funnel
(but we should).

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Expanding Sphere of Influence

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GOAL

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REALITY

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GOAL

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REALITY

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Channel-Specific Strategy
Pinterest:
Healthy Recipes
Blog:
Exercise Challenges
Facebook:
Motivational Quotes

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The Results?

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#1 – CUSTOMERS ARE HUMMINGBIRDS.
Attention is a finite resource. Gaining attention is about being
relevant.
#2 – OUR RELATIONSHIP WITH DATA IS FLAWED.
Avoid ROI myopia. Use leading metrics to fail fast
and improve faster.
#3 – WE DON’T CHEAT.
Failing is inevitable. Hedonic deviations allow data-
driven creativity.
#4 – LAZY PERSONALIZATION.
Don’t squander the power of new distribution tools
automating irrelevant messages.
#5 – WE DON’T OWN THE FUNNEL (BUT WE SHOULD).
Accept responsibility for brand and business ROI.
SUMMARY

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Ques]ons?
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Thanks!
Visit trackmaven.com to learn more
Allen Gannett | CEO & Chief Maven, TrackMaven
Twitter: @Allen | Email: allen@trackmaven.com
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