the 2020 content marketing imperative beyond the buzz & into reality
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Robert Rose föresläste på Kntnt frukost #13TRANSCRIPT
- than from the introduction
of the iPhone
- than from your first ever
possible tweet
- than from the creation
of a Facebook page
Henry Brothers Sale Barn – Russellville, AR
Where is content?Where is content marketing… at the heart!
Everyone is doing it…
But few feel good
about it…
Very few have a
documented
strategy
And fewer still
closely follow the
one they have
With no strategy is it
surprising that
there’s no process
And very little in the
way of tracking ROI
But it’s not like
we’re creating less
content….
And the number of
channels goes up
and up and up…
Here’s the
spaghetti…
Average of 11
tactics utilized
And we’re ready to
spend more money
Has A Documented CM Strategy
Has a CM Strategy, not documented
Strategy closely guides efforts
Dedicated content marketing group
Percentage of budget dedicated
54% 11%
41% 44%
62% 16%
69% 20%
37% 16%
MOST
EFFECTIVE
LEAST
EFFECTIVE
“Producing Content That Engages”
“Producing Enough Content”
These are Symptoms – Not The Disease
Consumers
have adapted.
We haven’t.
We shouldn’t wait for the train wreck…
Which we still use today…
“In the coming decade, marketing will be
re-engineered from A to Z. Marketers will
need to rethink fundamentally the processes
by which they identify, communicate and
deliver customer value.”
Philip Kotler, 1999
Kotler on Marketing
1.Evolution of
customer
relationship
2.Democratization
of content and
experiences
3.Marketing’s
evolution in the
business
• Disruption of digital more
broadly
• “Relationship” expectations
have changed
• Loyalty is to approach not
product or service
• Decline of “reach and
frequency” as focus
• Ease of publishing has
created “small marketing”
• Power AND risk of not
maintaining a brand
audience
• Beyond organizing around
technology or platforms
• Marketing must be
strategic differentiator
• Creating value, not just
describing it
“The purpose of business is
to create a customer. The
business enterprise has two
– and only two – basic
functions: marketing and
innovation.
Marketing and innovation
produce results; all the rest
are costs. Marketing is the
distinguishing, unique
function of the business.”- Peter Drucker, 1954
Marketing – and thus content – is the
distinguishing function of the business
We delight audiences as a means to, not just
create, but to evolve customers
We not only describe value, we create it.
Integration of content as a core
skill will be as critical as product
development.
For some it’s already happening…
“Ideally, you’re writing your first
line of content the same day as
you're writing your first line of
code.”Dharmesh Shah, CTO HubSpot
“Education is a key – a third of
all marketing investment goes
into content marketing
programs.”
For some it’s already happening…
“80% of our sales leads and
50% of our bookings are
generated from our educational
marketing program.”David Levin, VP Marketing - Clinipace
For some it’s already happening…
“Marketing makes us more
ambidextrous in terms of
innovation by connecting the
technology to needs.
We define marketing as a
combination of value and
innovation, and that means that we
had to look at marketers as
innovators.”Beth Comstock, CMO GE
So, what have we learned over 48 months…
Siloes are difficult – but
content can be a great unifier
B2C is much different than
B2B – both structurally and
strategically
Figuring out owned media is
the greatest challenge for
everyone
So – what’s the answer?
Let’s look at some who are working on it…
First, let’s just deal with the two elephants….
Finding A Home For Content
Food and Family Magazine
3.1 Million Opt-In Subscribers
Paid magazine
Found new home in Media
Data / Consumer Insight
Programmatic Ads
Personalized Ads
From Fuzzy Brand Awareness Builder To Hard ROI
For some it’s already happening..Cox Communications
Cox Blue – 25,000 small and
mid-sized business subscribers
to an online magazine dedicated
to educating business owners
Partnering with other publishers
to make mid-sized businesses
the hero.
For some it’s already happening..Ameritrade
thinkMoney Magazine – both
print and digital version of a
“trading lifestyle” magazine.
After customers subscribe to the
magazine they trade 5X more
than non-subscribers
“their best marketing investment”
Think About Your
Content Marketing Mission
OWNEDPAID
EARNED
We know this Why?
Our Attempt At
Content Marketing
Promoted
Social
Native
Ads
Huh?
PR
Content
If we’re lucky a
press release will
get coveredSocial Media
OWNED
PAID
EARNEDSocial
Native
Ads
Branded
Content
Low Risk High RiskKnown
Unknown
Advertising
Owned
Content
An owned media approach seems high risk, expensive and the result is unclear
PR
- Awareness Experiences(engage, entertain, inform)
- Nurturing Experiences(trust, differentiation)
- Loyalty Experiences(shared values)
- Content can be the byproduct of what
we do – or a differentiating strategic asset
- Marketing must create value both inside
the company and external to it.
“When the rate of change
on the outside exceeds
the rate of change on the
inside, the end is in
sight.”
- Jack Welch