1. The document discusses the evolution of content marketing from a strategic approach focused on creating and distributing valuable content to audiences, to an integrated communications paradigm within companies and organizations. 2. It outlines seven pillars of new content marketing: improved content production knowledge; diversifying content types and formats; developing and changing media channels; integrated content distribution and promotion; integration with advertising, sales, and PR; developing technological tools; and insights into content consumption and decision-making. 3. Effective content marketing involves shifting to a strategic level and becoming an integrated communications approach within companies, in order to effectively influence stakeholders.

1. »NOVI«VSEBINSKIMARKETING
THE "NEW" CONTENT MARKETING
IGORSAVIč
POMPFORUM2016

2. 77 YEARS POMP FORUM, WHY?
LET
POMPFORUM
ZAKAJ?

3. WHAT? HOW?
KAJ?
KAKO?

4. WHY?
ZAKAJ?

5. INFLUENCE
VPLIV

6. TRITEMELJNEMETODEVPLIVANJA
PRISILA/Coercion & violence
MANIPULACIJA/Manipulation
SODELOVANJE/Cooperation
Three basic methods of influence

7. KAKOVSEBINSKI
MARKETING
ODGOVARJANA
VPRAŠANJEVPLIVA?
How content marketing answers the question of influence?

8. ALIJEBOLJ
UčINKOVIT?
ZAKAJ?
Is it more efficient? Why?

9. Content marketing is a strategic marketing
approach focused on CREATING and
DISTRIBUTINGVALUABLE, RELEVANTAND
CONSISTENT CONTENT to attract and retain
a clearly-defined AUDIENCE — and,
ultimately, to drive profitable customer action.
(CM Institute)

10. TRIJETEMELJNISTEBRIVSEBINSKEGAMARKETINGA:
The three fundamental pillars of content marketing:
USTVARJANJE
VSEBIN
creating content
DISTRIBUCIJA
&MEDIJI
distribution &
owned media
GRADITEV
ODNOSAS
CILJNO
JAVNOSTJO
building a relationship with
the target audience

11. VRHUNSKAVSEBINAJE
TEMELJNIPOGOJZA
VPLIVNADELEŽNIKE.
Premium content is a fundamental condition to influence the stakeholders.

12. BREZUčINKOVITE
DISTRIBUCIJEVSEBINVPLIV
NIMOGOč,LASTNIMEDIJISO
PRITEMKLJUčNI.
Without efficient content distribution influence is not possible. Owned media are the key.

13. If we do not focus on the needs and interests of users, we can't influence them.
čESENEOSREDOTOčIMONAPOTREBEININTERESE
UPORABNIKOV,NEMOREMOVPLIVATINANJIH.
PRODUCT
MARKETING
BRANDMARKETING
CUSTOMERMARKETING
CUSTOMER
MARKETING
PRODUCTMARKETING
BRANDMARKETING

14. BOOOMMM 2007

15. DIGITALIZACIJA,SPREMENJENA
MEDIJSKAEKOLOGIJAINDRUGAčEN
PROCESODLOčANJALJUDI
SPREMINJAJOKLJUčNEELEMENTE
VSEBINSKEGAMARKETINGA.
Digitalisation, changed media ecology and a new process of decision
making are changing key elements of content marketing.

16. NOVAMEDIJSKAEKOLOGIJA,
NOVIINSPREMENJENI
MEDIJSKIFORMATI.
A new media ecology, new and modified media formats.

17. VSEBINSKIMARKETING
DRUŽBENIHOMREŽIJ.
Social media content marketing.

18. VIDEOMARKETING.
Video marketing.

19. VRHUNSKAVSEBINAJEŠEVEDNO
NAJPOMEMBNEJŠA.TODAZDAJ
LAHKOANALIZIRAMO,KAJSEZ
VSEBINORESDOGAJAINKATERA
JERESVRHUNSKA.
Top content is paramount. But now we can analyze what is going
on with the content consumption and witch content is really top.

20. SPREMEMBAPROCESA
ODLOčANJA.(ZMOT)
Data driven content marketing.

21. POMEMBNOST(ŠIRŠEGA)
KONTEKSTA,VKATEREM
POTEKAPROCESVPLIVANJA.
Importance of contextual content marketing.

22. PROMOCIJA IN DISTRIBUCIJA VSEBIN
STA BILI VEDNO KLJUčNI VPRAŠANJI
VSEBINSKEGA MARKETINGA, VENDAR
ZDAJ ODGOVORI POSTAJAJO
ZAHTEVNEJŠI.
New content marketing distribution/promotion strategies and tactics are the key questions of content
marketing. Answers are getting more and more complex.

23. ADVERTISING
MARKETING
CONTENT
MARKETING
Integration with advertising marketing. Combining principles of action based and permanent communications.
INTEGRACIJA Z OGLAŠEVALSKIM MARKETINGOM. POVEZOVANJE
NAčEL AKCIJSKEGA IN TRAJNEGA KOMUNICIRANJA.

24. SALES
COMMUNICATION
Integration with the sales communication.
INTEGRACIJA S PRODAJNO KOMUNIKACIJO.
ADVERTISING
MARKETING
CONTENT
MARKETING

25. STRATEGIC
BUSINESS
COMMUNICATION
PR
SALES
COMMUNICATION
Integration with PR and strategic business communication.
INTEGRACIJA S PR IN STRATEŠKO POSLOVNO KOMUNIKACIJO.
ADVERTISING
MARKETING
CONTENT
MARKETING

26. VSEBINSKI MARKETING POSTAJA
CELOVITA KOMUNIKACIJSKA
PARADIGMA SODOBNIH PODJETIJ IN
ORGANIZACIJ.
Content marketing has become an integrated communications
paradigm of modern enterprises and organizations.

27. VPLIVA NA SPREMEMBE
ORGANIZACIJSKEGA MODELA,
PROCESOV IN KOMPETENC V
PODJETJIH.
Content marketing is changing the organizational models,
processes and competencies within companies.

28. GLOBALIZACIJA
VSEBINSKEGA MARKETINGA.
The globalization of content marketing.

29. NOVIVSEBINSKI
MARKETING.
NEW CONTENT MARKETING

30. 1.
POMIK NA
STRATEŠKI
NIVO
vsebinski
marketing
postaja
povezovalna
komunikacijska
paradigma v
podjetjih in
organizacijah.
Strategic
approach.
2. 3. 4. 5. 6. 7.
7 STEBROV (NOVEGA)
VSEBINSKEGA MARKETINGA:
New content marketing:

31. Improved
knowledge of
content
production.
2.
POGLABLJANJE IN
DIVERZIFIKACIJA
ZNANJ
za produkcijo
novih vrst in
formatov vsebin.
1. 3. 4. 5. 6. 7.
7 STEBROV (NOVEGA)
VSEBINSKEGA MARKETINGA:
New content marketing:

32. Development of
new media and
change of
previous media.
7 STEBROV (NOVEGA)
VSEBINSKEGA MARKETINGA:
3.
RAZVOJ NOVIH IN
SPREMEMBA
VLOGE
DOSEDANJIH
MEDIJEV
mrež in kanalov.1. 2. 4. 5. 6. 7.
New content marketing:

33. The integrated
distribution and
promotion of
content.
7 STEBROV (NOVEGA)
VSEBINSKEGA MARKETINGA:
4.
INTEGRIRANA
DISTRIBUCIJA IN
PROMOCIJA
vsebin (skupaj s
kotekstualnim
vsebinskim
marketingom)1. 2. 3. 5. 6. 7.
New content marketing:

34. Integration with
advertising,
sales, PR.
7 STEBROV (NOVEGA)
VSEBINSKEGA MARKETINGA:
5.
INTEGRACIJA
z oglaševanjem,
prodajo, PR,
strateško
komunikacijo (in
spreminjanje
organizacije
podjetij)1. 2. 3. 4. 6. 7.
New content marketing:

35. Development of
technological
tools.
7 STEBROV (NOVEGA)
VSEBINSKEGA MARKETINGA:
6.
RAZVOJ
TEHNOLOŠKIH
ORODIJ
za produkcijo
vsebin, za
podporo
distribucijskih
procesov, razvoj
integriranih
komunikacijskih
orodij.
1. 2. 3. 4. 5. 7.
New content marketing:

36. Insight in the
process of
content
consummation
and decision-
making.
7 STEBROV (NOVEGA)
VSEBINSKEGA MARKETINGA:
7.
VPOGLED V
PROCESA
KONZUMACIJE
VSEBIN IN
ODLOčANJA.
1. 2. 3. 4. 5. 6.
New content marketing:

37. Insight in the
process of
content
consummation
and decision-
making.
7 STEBROV (NOVEGA)
VSEBINSKEGA MARKETINGA:
7.
VPOGLED V
PROCESA
KONZUMACIJE
VSEBIN IN
ODLOčANJA.
New content marketing:
1.
POMIK NA
STRATEŠKI
NIVO
vsebinski
marketing
postaja
povezovalna
komunikacijska
paradigma v
podjetjih in
organizacijah.
Strategic
approach.
Improved
knowledge of
content
production.
2.
POGLABLJANJE IN
DIVERZIFIKACIJA
ZNANJ
za produkcijo
novih vrst in
formatov vsebin.
Development of
new media and
change of
previous media.
3.
RAZVOJ NOVIH IN
SPREMEMBA
VLOGE
DOSEDANJIH
MEDIJEV
mrež in kanalov.
The integrated
distribution and
promotion of
content.
4.
INTEGRIRANA
DISTRIBUCIJA IN
PROMOCIJA
vsebin (skupaj s
kotekstualnim
vsebinskim
marketingom)
Integration with
advertising,
sales, PR.
5.
INTEGRACIJA
z oglaševanjem,
prodajo, PR,
strateško
komunikacijo (in
spreminjanje
organizacije
podjetij)
Development of
technological
tools.
6.
RAZVOJ
TEHNOLOŠKIH
ORODIJ
za produkcijo
vsebin, za
podporo
distribucijskih
procesov, razvoj
integriranih
komunikacijskih
orodij.

38. (NOVI)VSEBINSKI
MARKETING
UčINKOVIT VPLIV NA
DELEŽNIKE
(New) content marketing effective influence on stakeholders

39. POMP&DRAMA
POMP= 10 predavanj & podelitev nagrad
DRAMA= večerna CM zabava
POMP = 10 lectures & awards ceremony
Drama = CM evening party

40. HVALA
THANKYOU
igor.savic@p-m.si