Presentation from Kyle Lacy at Connections LATAM in Sao Paulo, Brazil. The power of content marketing!

2. El Poder del
Marketing de
Contenido

3. Kyle Lacy
Senior Manager
Global Content & Research
@kyleplacy

4. O que é marketing de
contenido?

5. We empower digital audiences
through published research,
newsworthy content, influencer
relationships, and visual
storytelling that brings data to
life.

6. Blog Video

7. Research Support

8. Four trends
shaping content
marketing

9. Data Equals
Relevance
one.

10. Ginni Rometty
CEO, IBM
What you will see with rapid
data and social sharing is the
death of the average and the era
of you.
Businesses will be able to truly
serve the individual.

11. 1. Empathy
2. Perspective Taking
Two types of marketing discovery:
@kyleplacy

12. Empathy
Understanding someone’s
emotional state or feelings
@kyleplacy@kyleplacy

13. They were really
good at empathy.
@kyleplacy

14. Perspective Taking
Cognitive & analytical – it’s
understanding someone’s
interests and behavior.
@kyleplacy@kyleplacy

15. FY15 Content Pillars
@kyleplacy@kyleplacy
PILLAR ROLE WEIGHT DESCRIPTION
Data Tells All Credibility 15%
Maintain the authority of the brand by demonstrating expertise
through data. Content ideas include data points relevant for all areas
of marketing communications from CMO to brand marketer.
Be Inspired Motivation 20%
Provide inspiring ideas from marketers. Content should spark
inspiration for others faced with similar challenges or questions. This
will include video and blog posts
Personal
Development
Lifestyle 15%
Create content that caters to the personal side of the marketer. This
would include fashion, time management, and personal
development.
Research Thought-Leadership 25%
Release market research reports pertaining to three areas >
consumer research, marketer research and benchmark reports
This includes global regions.
Strategy
How-To
Education 25%
Build the value by providing strategy answers and ideas from clients
and internal influencers.

16. Moments
Matter
two.
@kyleplacy

17. @kyleplacy

18. @kyleplacy

19. Content
Personalization
three.

20. 41% of consumers buy
more from retailers who
send personalized emails
based on past buying
behaviors.Return Path
@kyleplacy@kyleplacy

33. @kyleplacy
+1000% CTR
+200% LEADS
+70% TRAFFIC
@kyleplacy

34. Location
four.

35. Location is more
than a map.
It is also a channel.
@kyleplacy@kyleplacy

36. Content is
MOBILE
@kyleplacy@kyleplacy

37. 85% of our respondents said
mobile devices are a central part
of everyday life.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud

38. We sent over 1 billion digital
messages on Cyber Monday.

39. Many of our retail clients
experienced mobile open rates
exceeding 80%

40. It is important to remember
where content is being
displayed and read.

41. @kyleplacy@kyleplacy

42. Content is
LOCAL
@kyleplacy@kyleplacy

48. Four tips to
successful content
marketing

49. @kyleplacy@kyleplacy
1. Content Partnerships are Key.
2.
3.
4.

51. @kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3.
4.

52. Data Equals
Relevance

53. We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy@kyleplacy

54. Tracking & Measurement
@kyleplacy@kyleplacy

55. @kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3. Research is the differentiator.
4.

57. @kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3. Research is the differentiator.
4. Think like a publisher.

59. @kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3. Research is the differentiator.
4. Think like a publisher.

60. Slideshare.com/exacttarget
Senior Manager
Global Content & Research
@kyleplacy