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Trends, Innovations, and the Future of Smart Content Marketing

Trends, Innovations, and the Future. 
That’s what you came here for. 
Cool. 
But do you understand why Content 
Marketing ...
Ad overload Channel overload Changing Buying Behavior 
Source : Qmee 
@tomdebaere 
Buyers are using social as filters to 
...
“BUYERS WAIT UNTIL THEY 
HAVE COMPLETED 60-80% OF 
THEIR RESEARCH BEFORE 
REACHING OUT TO VENDORS”. 
SiriusDecisions

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Trends, Innovations, and the Future of Smart Content Marketing

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Conductive Ink, Big ass content, Robot writers, kinetic text motion graphics and marketing apps. Those sound as the future, but they are not.

This presentation outlines the trends in the land of smart content marketing, and definitely also contains some stuff for content marketing nerds...

Conductive Ink, Big ass content, Robot writers, kinetic text motion graphics and marketing apps. Those sound as the future, but they are not.

This presentation outlines the trends in the land of smart content marketing, and definitely also contains some stuff for content marketing nerds...

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Trends, Innovations, and the Future of Smart Content Marketing

  1. 1. Trends, Innovations, and the Future. That’s what you came here for. Cool. But do you understand why Content Marketing is so hot today? If you don’t need the intro, just skip to slide 20…
  2. 2. Ad overload Channel overload Changing Buying Behavior Source : Qmee @tomdebaere Buyers are using social as filters to cut information out of the noise…
  3. 3. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions
  4. 4. All of this is changing the role of sales and marketing… @tomdebaere
  5. 5. THE LONG LIST Marketing Sales Longlist Shortlist Sale ! @tomdebaere This is how you used to get on “the shortlist” of buyers…
  6. 6. That long list is less and less influenced by marketing and sales. THE LONG LIST So who is influencing that list?
  7. 7. @tomdebaere Yep…them again…
  8. 8. @tomdebaere
  9. 9. @tomdebaere We don’t trust CEO’s or Marketing, but we DO trust our peers!
  10. 10. AND THAT’S WHY ALL EMPLOYEES NEEDS TO BUILD TRUST… Customers and partners >>> TRUST & INTEREST <<< Marketing Sales Production & Logistics Customer Service ALL YOUR EMPLOYEES @tomdebaere By answering questions to technical and business issues
  11. 11. and that’s why Content marketing is catching the attention of marketers…
  12. 12. @ Coca Cola…
  13. 13. @ Cisco…
  14. 14. …and @Google! This is what Google is doing… • Secure Organic Search • Google Authorship (dead now) • Panda & Hummingbird “ Content is key – clear, concise, informative” “Write for real people” @tomdebaere
  15. 15. Everyone is following the gold rush… © Velocity
  16. 16. Now, something interesting is happening down there… Backbone platforms @tomdebaere
  17. 17. 8 BILLION $ IN MARKETING SOFTWARE ACQUISITIONS They all happen to be strong advocates of content marketing… When Buyer Seller Value 2010 IBM Unica 480 M$ 2012, 2013 @tomdebaere Oracle Eloqua, Compendium, Responsys 1500 + 30 + 871 M$ 2012 Microsoft MarketingPilot ? 2012, Adobe Efficient Frontier, 2013 Auditude, Day software, Demdex, Neolane 2500 M$ 2013 SalesForce ExactTarget/Pardot 2500 M$ 2014 IBM Silverpop/BlueKai 270 + 400 M$ SAP Still has to buy
  18. 18. CONTENT MAKES SENSE @tomdebaere And in todays digital, content and social driven world, it does makes sense…
  19. 19. TRENDS, INNOVATION, AND THE FUTURE … it’s about time you explain me !
  20. 20. PLANNING CONTENT ALONG THE CUSTOMER LIFE-CYCLE WHAT we solve HOW we solve WHY we solve © HappiFish MEANINGFUL New Customers Growing Customers Strangers Visitors Leads Customers Promoters Advocates Awareness Consideration Buying Impress Enthuse Advocate Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action @tomdebaere Companies are more conscious about planning content along the needs of buyers
  21. 21. AUTOMATED CONTENT DISTRIBUTION content content content I’m exploring I’m digging deeper content I’m getting ready to buy content content content @tomdebaere Tools provide content at the right time, with buffers of content waiting at each stage
  22. 22. RUNNING CONTENT MARKETING AS A BUSINESS • Conversions, not engagement • End-to-End tracking • Agile Marketing techniques • Google Analytics • Myri.se • Marketing automation suites • Adobe, Oracle, IBM User metrics Paid Owned Earned © HappiFish Business Objectives @tomdebaere
  23. 23. PERSONALIZED AND AUTHENTIC • Context – 1 to 1 via data • Integrated marketing systems – using CRM and ERP data • Google Uber Cookie @tomdebaere
  24. 24. NEW CONTENT TACTICS • Big content • Low effort content • Speed - Newsjacking / Real-time • Atomization, Re-Use, Curation • “Click-baiting” to be avoided @tomdebaere
  25. 25. ROBOT WRITERS • In use by Times, Wikipedia, Forbes, Yahoo, AP, … • Contextual – earning reports vs sports coverage • Automatic - analysis, conclusions, reports, summaries and graphs • Hyper-scalable, Real-time and personalized content in natural language • Automatic social promotion • Storytelling and though leadership is still a human’s game, for now… • Wordsmith, Narrative Science @tomdebaere
  26. 26. THE DARK SIDE OF ROBOT WRITING • CIA, NSA, Israel… are using robot writers today • Content floods and Social media wars • Manipulate public opinion or share prices @tomdebaere
  27. 27. DIFFERENTIATING AND SPECIAL STORYTELLING • Give yourself the permission to make the story bigger – “McDonalds” • Take a stand on issues and do it with authority – “Dove Real Beauty Sketches” • Say no to boring content – “Follow the Frog” Credit to Velocity Partners (UK) for this insight into storytelling
  28. 28. MAKE THE STORY BIGGER McDonalds could have responded to this question with a small answer. Instead, they create an authentic 5 minute video
  29. 29. Watch out… here comes the frog ! P.S. You’ll love it. Say ‘no’ to boring content…
  30. 30. OUTBOUND IS BACK • About content, not products • Email remains key • Content promotion • Build your community • Native Advertising for top of funnel content Content © HappiFish @tomdebaere
  31. 31. BUILD COMMUNITIES AROUND BRANDS • Sounds very 2008 • But soon great content won’t make it on page 3 of Google • Own the community @tomdebaere
  32. 32. CONTENT ITSELF IS CHANGING • Less focus on SEO • Creativity as competitive advantage • More Visual and/or “Snackable” • Dynamic Screen Experiences • Motion graphics kinetic text • Marketing apps • Content tools - “Youtility” • SnapApp, iOn Interactive, Adobe Voice, Ceros, Scroll Kit, Exposure Citrix Project Accelerator @tomdebaere
  33. 33. EXAMPLES OF MARKETING APPS Online marketing apps are appearing on the market to quickly create interactive content
  34. 34. MOTION GRAPHICS – THE GIRL EFFECT Motion graphics tell a story, with little or no pictures or video material…
  35. 35. CONDUCTIVE INK – PLAYABLE POSTERS Printed posters respond to touch, becoming interactive offline content.
  36. 36. ‘Youtility’ content truly helping buyers…
  37. 37. WHAT DOES SMART CONTENT MARKETING TAKE? Vision and Strategy Technology Culture & organization Digital marketing excellence
  38. 38. www.happifish.be We are HappiFish. From Belgium. (You know, the land of chocolate and beer?) We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers. P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?
  39. 39. www.happifish.be Strategic Content Marketing Employee Activation Digital Marketing Excellence Training & Workshops

Hinweis der Redaktion


  • All I had to do was to convince the rest of the organization !
    You have to know, Newtec, is an engineering company….
  • Coca Cola 2020 : focusing on creating relevant, reusable content through its “liquid and linked” advertising strategy

    Ook Heineken is volop bezig met de transitie naar being relevant and stories.
  • Brand journalists at work

    The network = Digital newsroom
    My networked life = user stories
    Working also with “Wired” to build the future of a magazine, with content about the internet of everything
  • Views, Retweets, shares and Likes won’t pay the bills
  • Marketing automation techniques
    Dynamic CTA
    Dynamic Email content
    Scoring and interesting moments
    Email Lead nurturing
    Progressive profiling
    Personalized landing pages
    Lead Recycling
  • Big content vs. vague, generic content

    Low effort content (Q&A, customer reviews)
  • More Visual – Infographics, Instagram, Vine, Buzzfeed, Pinterest

    Dynamic screen experiences - From ebooks and whitepapers to dynamic screen experiences

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