The Future of Content Marketing: Strategies You Can Implement Today to Be Ahead of the Game Tomorrow (based on lessons from my book, Future Marketing) - Jon Wuebben, Content Launch

KEYNOTE
The Future of Content Marketing:
Strategies You Can Implement Today
to Be Ahead of the Game Tomorrow
(based on lessons from my book,
Future Marketing)
SAN DIEGO, CA ~ JUNE 16 - 17, 2022
DIGIMARCONCALIFORNIA.COM | #DigiMarConCalifornia
Jon Wuebben
CEO
CONTENT LAUNCH

Founder/CEO – Content Launch (content marketing
platform)
Keynote speaker (Content Marketing World, Content
Marketing Conference, Online Marketing Summit,
South by Southwest, Marketing Profs B2B Forum,
Search Marketing Expo)
Content Strategist for Konica Minolta, Intuit &
Kimberly Clark and more
MBA in International Marketing: Thunderbird,The
American Graduate School of International
Management. (1998)
BIO
@JonWuebben

KEY IDEAS &
AN INSIDE VIEW INTO:
2025 & 2030

• The “ Prosumer”
• Cultural and technological shifts headed our way
• Tapping “ mega trends” for mega connection with your
audience
• Platforms supplanting brands for building an audience
• Transitioning from brand messages to multi-sensory
“ experiences”
• Tapping virtual reality (VR) content marketing now
• EP2 = Engagement, Experiences, Personalization and
Passion
• Tools/Ideas to tap now that will morph into what’s next
INTRODUCTION
| ContentLaunch.com @JonWuebben

@JonWuebben
Content Marketing Re-fresh

A marketing technique that
• Creates and distributes relevant and
valuable information
• Attracts, acquires, and engages a clearly
defined and understood target audience
• With the objective to drive profitable
customer action
WHAT IS CONTENT MARKETING?

• Blog posts
• Website pages
• YouTube videos
• E-books
• Case studies
• Podcasts
• Webinars
WHATTYPES OF CONTENT?
• E-newsletters
• Digital magazines
• Press releases
• White papers
• E-mails
• Social updates

THE CONTENT LIFECYCLE

CONTENT MARKETING MISSION STATTEMENT
• Core audience target: Type of person you can help most
with your content
• What will be delivered to the audience: Types of info
provided through your content
• Desired outcome for the audience: Things your
audience can do after consuming your content

CONTENT MARKETING FACTS
• $50 billion spent on content every year
• Marketers spend 35% marketing budget on content marketing
• 62% of companies outsource content marketing
• 61% of consumers feel better about a company that delivers custom
content & will buy from that company
• Blogs give sites 434% more indexed pages & 97% more indexed links
• B2B companies with blogs generate 67% more leads per month on average
than non-blogging firms
• AVG COST TO GENERATE A LEAD W/ INBOUND MARKETING ($143) IS
HALF THE AVERAGE FOR OUTBOUND MARKETING ($373)

PAID-OWNED-EARNED MEDIA
@JonWuebben

MOST POPULAR CONTENTTYPES

CONTENT CHALLENGES

CONTENT DRIVES EVERYTHING

WHO is the persona? What traits characterize her?
WHAT roles does she play? What does her typical
day look like?
WHERE is there a gap in her needs/wants (beyond
our products/services)?
WHEN does she need to close this gap (i.e., where
is she in the purchase funnel)?
WHY would she care about us, as a company
(aside from our product)?
CREATE BUYER PERSONAS

What words are potential customers using
to search for you?
Measure demand & competition
Keyword Research Tools?
Google Keyword Planner
Align keywords with customer buying cycle
Long Tail Keyword Phrases
PERFORM KEYWORD RESEARCH

Google Trends
Twitter Search
Top industry blogs & association blogs
Competitive blogs
Your internal team
Your customers
BRAINSTORMTOPIC IDEAS

Editorial calendar: to help you plan topics,
keep track of content assets, schedule
publication across media channels
Publishing guidelines: outlines preferred
editorial style details, tone/voice & other
rules
Channel plan: Governs how, when & where
you publish content
CREATEYOUR CONTENT PLAN

• Date the piece of content will be
published
• Author of the content
• Topic or headline of the content
EDITORIAL CALENDAR
• Current status of the content
• Owner of the content

Governs how, when & on what specific platforms
you will publish content & rules of engagement
for interacting on those channels
• Your website/blog
• Mobile
• Guest blogging on others’ sites/publications
• Social media (Facebook, Twitter, LinkedIn,
Instagram, etc.)
• Podcasts
• Video
• Webinars
• Live events
CHANNEL PLAN

Team resources needed to produce high quality
content on a consistent basis?
What core materials/processes should we implement
for content creation/management?
The Team: Determine who will be involved in content
creation & specific tasks for each team member
Workflow: Establish what tasks need to be completed
to bring a content idea to fruition, how to keep the
process organized
Tactical Plan: What topics to cover? How often to
publish, on which channels? How to measure your
progress?
GETTHE CONTENT DONE

SEGMENT CONTENTTYPES/FLOW

Team resources needed to produce high quality content
on a consistent basis?
What core materials/processes should we implement for
content creation/management?
The Team: Determine who will be involved in content
creation & specific tasks for each team member
Workflow: Establish what tasks need to be completed to
bring a content idea to fruition, how to keep the process
organized
Tactical Plan: What topics to cover? How often to publish,
on which channels? How to measure your progress?
GETTINGTHE CONTENT DONE

@JonWuebben
Back to the Future….

We are both producer AND consumer
We comment, we share, we promote
Motivated to seek challenges & discover
new perspectives
Enabled by Web 2.0 (Now Web 3.0)
Open source revolution (Linux, Wikipedia)
Prosumers = new market segment
THE PROSUMER
| FutureMarketingBook.com @JonWuebben

• Well-executed customer-led marketing conversations
• Design, prototype, testing, production, distribution,
marketing, and community.
• Customers take brand conversations away from the
company in the form of tweets, posts, blogs, comments,
videos.
• Hyper-converged reality: prosumers provide what
companies need to remain relevant & successful.
Convergence of Company & Customer
@JonWuebben
Convergence of Company & Customer

From “ The Prosumer Movement: A New Challenge for Marketers”
“ In many ways, prosumers should be looked at as another
market segment.We would want to identify those who have a
strong need to produce their own goods and figure out ways in
which marketers can help them meet this need.The aim of
marketers should not be to protect the exchange system.”
@JonWuebben
Philip Kotlersaid in 1986….
Philip Kotler in 1986…

Edward Deci & Richard Ryan: University of Rochester
• Developed the self-determination theory to explain why
humans are motivated to become involved in activities that
results in enhanced performance, persistence, and creativity
(i.e., to become prosumers).
• Motivated to seek challenges and discover new perspectives
• Activity itself stimulates our desire to actualize our potential.
• If intrinsically motivated, you will choose to
engage/participate, and the experience will feel rewarding.
• Basic psychological needs: to feel competent, independent,
and related to others.
@JonWuebben
What Motivates Customers to Become
Prosumers?

James Whalen, Directors for Quest International
Users Group (community for Oracle, PeopleSoft &
JD Edwards app customers)
• Reinvent the Wheel? No Time, No Need, No Way
• Many Minds are Better than One
• There’s Power in Numbers
• Gain a Fresh Perspective/Greater Awareness
@JonWuebben
Peer to Peer Groups: Insights
Peer to Peer Groups: Insights

Popularized by computer scientist Eric Bonabeau
(studied the collective intelligence of social insect colonies)
Self-organization has 4 properties:
1. Positive feedback reinforces desired behavior (bee recruits other bees to exploit a food
source.
2. Negative feedback counterbalances positive feedback (bees overcrowd a food source,
which stops them from exploring it)
3. Ampliﬁcation of randomness leads to positive reinforcement (bees that get lost trying
to locate a known food source discover new food sources.)
4. Ampliﬁcation of interactivity has a positive outcome (when insects make positive use
of results of their activities + those from activities of other insects)
@JonWuebben
Swarming Behavior

• Swarming closely resembles their behavior (like an ant colony)
• While behavior of an individual programmer might appear
random, open source developers, like ants, self organize to build
impressive software systems
• Directed by lead developers such as Linus Torvalds (the open
source “ ant queen” )
• Impresses his distinctive brand and ﬂavor on
his “ colony” of software developers.
• Wikipedia also thrives on swarm creativity.
@JonWuebben
Open Source Developers

From the Threadless “ About Us” page:
You are Threadless.You make the ideas, you pick what we sell,
you're why we exist. Everything we do gives you, and all the
creative minds in the world, more opportunities to make great art.
We started printing on t-shirts and then we realized tons of
products make great canvases. We seek out these canvases, so you
can continue to make and pick the best art.The weird art.The
geeky art.The beautiful art.
And every time you buy from us, you're supporting great art too. We
love helping art unknowns become art totally-knowns, which is why
every single one of our products carries an artist's name.
@JonWuebben
Who Does it Right?

Costs are low & margins are above 30%.Why?
Community members tell them precisely what to make, so every product
eventually sells out.
Built a business around the idea that an online community could drive
innovation.
Whether it's called “ user innovation,” “ crowdsourcing,” or “ open source,” it
means rethinking the relationship with customers and helping them to become
prosumers.
“ Threadless completely blurs that line of who is a producer and who is a
consumer.The customers end up playing a critical role across all its
operations: idea generation, marketing, sales forecasting. All of that has been
distributed.” - Karim Lakhani, Professor, Harvard Business School
@JonWuebben
The Magic of Threadless

@JonWuebben
People Will Buy Experiences
• Value of the experience lasts
• Doing things makes people happier than having things
• Anticipation of an experience vs. anticipation of a purchase
• “ -inging” experiences by adding value to goods by adding services to
the things we buy
• Holographic experiences
• Bass Pro Shops, REI, Pike Place Fish Market

What Can Your Prosumers
Help You With?

Connectivity & Convergence
MEGATRENDS
@JonWuebben
Innovating to Zero
Smart is the New Green
Health, Wellness & Well Being
Sharing economy

Internet of
Things (IoT)
TECHNOLOGY IMPACT
@JonWuebben
Big Data
3D Printing
Marketing
Technology
Marketing automation, content
marketing platforms, CRM, analytics
www

THE FUTURISTS
@JonWuebben
Dr. Michio Kaku Dr. Ray Kurzweil
Dr. James Canton Thomas Frey

Value of the experience lasts
PEOPLEWILL BUY EXPERIENCES
@JonWuebben
Doing things makes people happier than having things
Anticipation of an experience vs. anticipation of a purchase
“ -inging” experiences by adding value to goods by
adding services to the things we buy
Holographic experiences
Bass Pro Shops, REI, Pike Place Fish Market

PEOPLEWILL BUY EXPERIENCES
@JonWuebben

CREATIVITY RISING
@JonWuebben
▪ IBM study of 1,500 global CEOs:
* Most desired skill for leaders of the future is creativity
▪ Creativity is never a commodity
▪ Creativity and innovation are linked
▪ New aptitudes: Book – A Whole New Mind - The 6 Senses
(by Daniel Pink)

• Engagement
• Experiences
• Personalization
• Passion
FROMTHE“4 P’S”TO…
@JonWuebben
Each component focuses on the relationship you have
with your prosumer customers

MARKETING IN 2025
@JonWuebben
From Brands Platforms
From Mass Media Memes & Movements
From Brand Messages Multi-Sensory Experiences
Storytelling and Audience Connection Through Virtual Reality
From a Pricing/Benefits Concern “Show Me the Genuine
Passion for What You’re Pitching”

MARKETING IN 2025
@JonWuebben
From Strategic Planning Based Around Products/Services
Adaptive Strategy based around Customers
From Uninformed Guessing Real World, Data-Driven
Simulations
From Web 2.0 Fully Realized Semantic Web
Human Thinking Cognitive Enhancement
From the Mass Market Niche Explosion

“ Platforms” Supplanting Brands
• “Competitive advantage will be conferred on those who create new
informational value for the entire network.” (Michael Porter)
• Apple: From Selling Computers to iTunes & iCloud
• Apple, Microsoft, Google, Facebook—provide multisided platforms, add
value w/3rd party vendors & feature APIs that encourage creative
experimentation by prosumers.
• Connectivity drives total value & brands will become open platforms and
ecosystems rather than assets to be closed off and protected.
• People aren’t loyal to brands anymore. They are loyal to platforms, in
part because it’s hard to leave.
• “BRANDFORM”

“ Platforms” Supplanting Brands

Tapping Virtual Reality Content Marketing
• Content marketing adding VR (and soon, AR) to its umbrella of
options
• Audi and Volkswagen: VR test drives from the comfort of your
home
• Marriott: Created a “tangible experience” of traveling to one of its
hotels, to experience the hotel as if the viewer was actually there
• IKEA: Introduced a way for shoppers to virtually explore a living
room.
• Patrón Tequila: 360-degree educational seminar offering a behind-
the-scenes look at the product.
• U.S. Air Force: Candidates can fly a fighter jet using VR.
• WHAT CAN YOUR COMPANY DO WITH VR CONTENT?

MARKETING IN 2030
@JonWuebben
“Computers Everywhere” or a “Ubiquitous Internet”
in the air around us
Augmented, Immersive Experiences
Artificial Marketing Intelligence
Widespread Internet of Things

MARKETING
POTENTIAL: loT
@JonWuebben
Easy Exchange
of Sales Data
Smarter CRM:
Instantaneous
Customer
Analysis
Devices That
Know They're
Dying
Predictive
Social Media
100%
CTR (Click
Through Rate)
CRM
1 2 3 4 5

DIGITAL
MARKETING
BECOMES…
@JonWuebben
Immersive-Augmented
Experiences or
AUGMARKETING

7
BIG
THEMES
@JonWuebben
We all want
to improve
our lives
Efficiency
(hyper-
efficiency)
Greater
inter-
dependency
Greater
empowerment
of the
individual
Change
speeds up
“Passion-
purpose-
authenticity”
thing
Redefinition
of the
person
1 2
3
4
5
6
7

@JonWuebben
Setting up your Martech
Stack

A MarTech stack is a collection
of complementary marketing
applications that share data.
WHAT ISTHE STACK?

WHAT ISTHE STACK?

• A strategic MarTech stack is how you can
effectively stay connected to your buyers
• You are competing on customer experience!
• Martech is essential to creating agile and fluid
structures and driving customer engagement
• Can gain better insights into the unique
relationships and connections with
customers/prospects.
WHY DO I NEED A STACK?

Overwhelming volumes of data collected
from online and offline interactions with
prospective buyers.
Some companies get bogged down in the
fact that there are SO many available
martech tools
THE PROBLEM

SCOTT BRINKER SAYS…

MARTECH LANDSCAPE

6 C’s Model for Organizing Martech

CONVERSATION PRISM – Brian Solis/JESS3

R.A.C.E. – Smart Insights

30Tools – Reach & Engage

30Tools – Convert & Act

R.A.C.E KPI’s

1. Document your strategy + buyers journey
2. Take inventory (existing tools)
3. Get your data in order (cleanse/validate)
4. Conduct a content audit
5. Build your stack
6. Weigh costs against business impact
7. Build in the people and processes to make it
all work
7 STEPS: DEVELOPINGYOUR STACK

Need a central repository for the data
Can listen for all signals customers send
when they interact across channels
Can be analyzed and utilized by your team
Used to automate campaigns
Pass information quickly between platforms.
MARKETING AUTOMATION PLATFORM

W
STACK CHANNEL AUDITTOOL

W
ACTUALTOOLS USED

W
U

1. Document your strategy + buyers journey
2. Take inventory
3. Get your data in order (cleanse/validate)
4. Conduct a content audit
5. Build your stack
6. Weigh costs against business impact
7. Build in the people and processes to make it
all work
7 STEPS: DEVELOPINGYOUR STACK

Tools & Ideas to Tap Now that Will…
….morph into what’s next
• Put a virtual reality content strategy together
• Determine how to turn your services into experiences
• Build a real partnership with prosumers NOW
• Connect with influencers in an authentic way
• Put together a 10 year marketing plan (not just 3 years)
• Hire super creative people and give them a seat at the table
• Marketing technology: get it, use it and revolutionize your company
with it

Other Take Aways
• Break down the wall between your company and your
customers! (actions not just words)
• Keep your eye on coming trends/technology and make
your customers part of that within your company
• Start with content marketing…this is an easy way to begin
the partnership and increase advocacy
USE AN IMAGE,
ICON(s), ANIMATED GIF,
VIDEO

GET A FREEMIUM ACCOUNT SETUP TODAY!
Need Help with Content Marketing?

THANK YOU!
760.859.5100
Phone
jon@contentlaunch.com
E-mail
Jon Wuebben:

The Future of Content Marketing: Strategies You Can Implement Today to Be Ahead of the Game Tomorrow (based on lessons from my book, Future Marketing) - Jon Wuebben, Content Launch

The Future of Content Marketing: Strategies You Can Implement Today to Be Ahead of the Game Tomorrow (based on lessons from my book, Future Marketing) - Jon Wuebben, Content Launch

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