Content Marketing

Trend Assessment IIApril 10th 2012

By: Deepti DhimanUniversity of Memphis, Memphis TN

What is the Trend?• Focus on creating exceptional and unique

content that people want to read and share rather than creating things like brochureware

• Shift to “Real Content Marketing”• Brands becoming “Publishers”

What is Content Marketing?• Content Marketing is a marketing technique

of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

Source: Content Marketing Institute

History of Content Marketing• 1900 – Michelin Guide• 1985 – Furrow Magazine

Why Content Marketing?

• 2011 CMI Study– 9 out of 10 B2B

marketers are using content marketing

• No Barrier to entry– Content acceptance – Talent – Technology

Case 1 : Mint.com• Pioneer in successful blog content marketing

– MintLifeBlog– Editorial Standard content• Fulltime editorial staff• Freelance contributor

– Personal Network- Investment in social news sites like Reddit and Digg by posting articles and develop trust

– Combination of content type- news and tips posts, link roundups, slideshows, videos and inforgraphics

Case 2 : American Express

• OpenForum, an online community– Content cover running

small business– Offer a community feel – Two parts• Idea Hub• The Community

Other Applications

• Fashion Industry• Men’s Health Industry

Future of the Trend

• Impact on Business Landscape– All businesses are media company– Focus on own media and less on paid media

• Specific Industries and consumer segments that will be impacted– Everyone – New startups with content specific focus

• Bringing writes and publishers together - Contently, Percolate

• Pinterest and Instagram

Future of the Trend• How the trend will change

moving forward– Marketing departments to look

like publishing departments– Hiring of journalists, people with

varied skills and subject matter experts

– 60% of B2B marketers are planning to spend more on content marketing in 2012 as compare to 25% in 2011.

Future of the Trend

• To stay ahead of competitors –– Understand informational needs of audience – Create quality content and distribute through

multiple channels– Create content marketing strategy