This document discusses trends in content marketing, including how buyers now complete 60-80% of research before contacting vendors. It also discusses how content marketing is becoming more important as buyers rely more on peer recommendations than marketing. New tactics in content marketing include personalized content, automated distribution, and measuring results as a business. Emerging technologies are changing the nature of content to be more visual, interactive, and dynamic.
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Trends, Innovations, and the Future of Smart Content Marketing
1.
2. 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…
3. Ad overload Channel overload Changing Buying Behavior
Source : Qmee
@tomdebaere
Buyers are using social as filters to
cut information out of the noise…
4. “BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS”.
SiriusDecisions
5. All of this is
changing the
role of sales and
marketing…
@tomdebaere
6. THE LONG
LIST
Marketing
Sales
Longlist
Shortlist
Sale !
@tomdebaere
This is how you used
to get on “the shortlist”
of buyers…
7. That long list is less and less
influenced by marketing and
sales.
THE LONG LIST
So who is influencing
that list?
11. 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
12. and that’s why Content marketing is
catching the attention of marketers…
15. …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
18. 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
19. CONTENT MAKES SENSE
@tomdebaere
And in todays digital, content
and social driven world, it
does makes sense…
22. 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
24. PERSONALIZED AND
AUTHENTIC
• Context – 1 to 1 via data
• Integrated marketing systems –
using CRM and ERP data
• Google Uber Cookie
@tomdebaere
25. NEW CONTENT TACTICS
• Big content
• Low effort content
• Speed - Newsjacking / Real-time
• Atomization, Re-Use, Curation
• “Click-baiting” to be avoided
@tomdebaere
26. 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
27. 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
28. 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
29. MAKE THE STORY BIGGER
McDonalds could have responded
to this question with a small
answer. Instead, they create an
authentic 5 minute video
30. Watch out… here comes the frog !
P.S. You’ll love it.
Say ‘no’ to boring content…
38. WHAT DOES SMART
CONTENT MARKETING
TAKE?
Vision and
Strategy
Technology Culture &
organization
Digital
marketing
excellence
39. 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?
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