the content marketing paradox revisited: time for a reboot?
TRANSCRIPT
TrackMavenThe Content Marketing Paradox Revisited
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Kara BurneyDirector of Content @wkndatburneys
TrackMavenCompetitive Intelligence Platform
for Digital Marketers@TrackMaven
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@TrackMaven
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@MavenTheCorgi
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TrackMavenBacked by the world’s biggest venture fund:
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Why Are We Here?
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What we’ll cover today:
Content Marketing 2016: New challenges, new
opportunities
Two Major Headwinds: Monetization & Mobile
Channel Trends: Which networks are
over-saturated?
How are the best marketers outperforming
today?
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What is the Content Marketing Paradox?
A statement or proposition that, despite sound (or apparently sound) reasoning, leads to a conclusion that seems senseless, logically unacceptable, or self-contradictory
Paradox |ˈparəˌdäks|
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Channel explosion happened. Marketers rushed to distribute more content on more channels.
Content Marketing Paradox
What is the Content Marketing Paradox?
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Results?
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MOST CONTENT IS
FAILING
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Content Marketing Paradox: Generating more content with less return.
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Output per brand per channel increased by 35%.
Engagement with brand-generated content fell 17%.
This is content overload, quantified. 1 2 3
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More Channels And…
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Two Major Headwinds:
The rise in mobile content consumption
The monetization of social networks
Why are they making marketers’ jobs harder?
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SOURCE: FACEBOOK NEWSROOM
The era of the free lunch on social is over
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The Rise of the Pay-to-Play Platforms
Facebook Ad Revenue (BILLIONS) Twitter Ad Revenue (MILLIONS)
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Ad Revenue = Grim Reaper of Organic Reach
Facebook Ad Revenue (BILLIONS) Twitter Ad Revenue (MILLIONS)
>75% comes from mobile!
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The Pendulum Swing of Social
Social networks put a paywall between brands and audiences.
Brands forced to “pay to play.”
ONUS ON SOCIAL NETWORKS:
Keep user bases engaged and growing.
ONUS ON MARKETERS:
Create content worth paid promotion.
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Mobile media consumption is skyrocketing…
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Mobile media consumption is skyrocketing…
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Mobile media consumption is skyrocketing…
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… and brands are trying to deliver richer in-platform content.
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MOST CONTENT IS
FAILING
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Remember: More Content, Less Return
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Channel Trends:Engagement & Output on Social and Blogs
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Which networks engage?
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02 03Facebook’s engagement ratio is 3X that of Twitter.
Beware the saturation moment on Pinterest.
LinkedIn engagement is steady, with end-of-year uptick.
1 2 3
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Instagram hasn’t reached content saturation (yet)
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How much content are brand creating?
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Output increased on every major social network.
Pinterest, Twitter, and Facebook = Highest volume networks.
LinkedIn = Lowest volume network.1 2 3
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Beyond Social: What about blogs?
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Beyond Social: What about blogs?
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Who Has It Figured Out?
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PerkinElmerWHO HAS IT FIGURED OUT?
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MyFitnessPal WHO HAS IT FIGURED OUT?
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Channel-Specific ApproachPinterest:
Healthy RecipesFacebook:
Motivational QuotesBlog:
Exercise Challenges
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The Next Wave in Mobile Content Delivery?
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103-minute documentary
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The Parable of WeChat
200 million views, majority delivered via WeChat
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The Antidote?
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The Antidote?
Channel-Specific Content
IDEA
CREATION
SYNDICATION/ BROADCAST
ROI
Channel-Specific Content
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Takeaways
Content marketing efficiency is key.
When a social network monetizes,
the marketing meritocracy ends.
Blogging is still a core competency
for brands.
Not all social networks are
created equal.
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Social and Content Marketing Analytics
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Social Listening
An Evolving Landscape
Incident Response
Customer Service
Sentiment Analysis
Produce& Publish
Creative
Listen
Content Management
Distribution
Production
Authoring
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Social Listening
The Missing Foundation
Incident Response
Customer Service
Sentiment Analysis
Produce& Publish
Creative
Listen
Content Management
Distribution
Production
Authoring
Learn
Content Analytics
Reporting & Benchmarking
ROI Analysis
Prediction
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Monitor share of engagement and content performance relative to competition over time.
Analyze results using dashboards, reports, and alerts to understand what is taking off and what is failing before it’s too late to fix.
USE CASEUSE CASE
Benchmark Content Performance
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Find what content topics drive marketing performance for you and your competitors.
Use data-driven insights to uncover the ideal channels, posting schedules, and target audiences for your content.
USE CASE
Identify Engaging Topics & Tactics
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1
5.71
0 1 2 3 4 5 6 7
Benchmark Average
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Digital Content Engagement Ratio comparison, normalized
Content published by TrackMaven customers experiences 5.7x engagement compared to our brand benchmark.
How Does This Help Our Customers?
Key Findings
Despite the fact that engagement continues to fall, brands are hell-bent on content and publishing.
From its highest to lowest points, the output of content per brand increased 35% per channel across 2015, but content engagement decreased by 17%.
Content output per brand increased most on Twitter and Facebook (60% and 31% year-over-year, respectively).
Engagement dropped across all major social networks, but plummeted most on Pinterest. Twitter is
the notable exception; engagement rose slightly across 2015.
Two headwinds gained strength: the monetization of social networks and the rise in mobile content consumption.
For marketing teams, combating both will require more resources and more creativity.
Blogging is still a core competency for brands. The average brand blogging frequency per month decreased in 2015, but blog social shares held
mostly steady across the year with a few notable spikes.
