7 Content Marketing Trends You Need to Know Now

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7 Content Marketing Trends
You Need to Know Now
Hana Abaza
Head of Strategy, Uberflip
@hanaabaza
Jay Baer
President, Convince & Convert
@jaybaer

WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)
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Mapping customer
micro-moments1
2017
Photo credit: Cristian Ungureanu

Traditional marketing
funnels are dying

Customer experiences are
created in micro-moments
Visits store
In-store buying experience moments
Visits competitor
retail website
Looks up reviews
on Amazon
Compares
prices on phone
Cashier won’t
price match
Waits in line
at store, browses
phone
Sees content for
online price
matching
Gets retargeted by
competitor
Complaints on
social are ignored

What is a
micro-moment?
An intent-rich moment when a person turns to a device to act on a need—
to know, go, do or buy.

😃 🙂
😡😐
🙂
😃
🙂
🙂 😐
Visits
competitor retail
website
Looks up
reviews
on Amazon
Waits in line
at store,
browses phone
Sees content
for online price
matching
Compares
prices on
phone
Cashier won’t
price match
Gets retargeted
by competitor
Complaints on
social are
ignored
Visits store
Start by plotting every interaction on their path
and their happiness level at each step
Start by plotting every interaction on their path
and their happiness level at each step

Visits store
Visits competitor
retail website
Looks up reviews
on Amazon
Compares
prices on phone
Cashier won’t
price match
Product
page
Ratings &
reviews
Comparison
blog
Other user
complaints
Waits in line
at store, browses
phone
Sees content for
online price
matching
Gets retargeted by
competitor
Complaints on
social are ignored
Determine what content was most useful to
them in making a decision
Determine what content was most useful to
them in making a decision

Visits store
Visits competitor
retail website
Looks up reviews
on Amazon
Compares
prices on
phone
Cashier won’t
price match
Customer
service
response
Better product
information
Clear price
matching policy
Retargeting
paid ad
Waits in line
at store, browses
phone
Sees content for
online price
matching
Gets retargeted
by competitor
Complaints on
social are ignored
Clarify
price matching
Understand what content could have been more
useful to them
Understand what content could have been more
useful to them

Visits store
Customer journey map example: purchasing a product in-store
Visits competitor
retail website
Looks up reviews
on Amazon
Compares
prices on phone
Cashier won’t
price match
Gets retargeted by
competitor
Complaints on
social are ignored
website
Waits in line
at store, browses
phone
Sees content for
online price
matching
website
website
in person
social/
website
website
social
paid
media
in person
Analyze how multiple, different channels work
together to support your customers
Analyze how multiple, different channels work
together to support your customers

Once you map your customers’
micro-moments, you can deliver truly
helpful content — the very moment your
customers need it.

Creating content for
current customers2
2017

2%
40%40% of existing B2B business
comes from existing customers
of budgets are allocated
to keeping those customers
yet only
2%

5new shoppers
Retailers must
bring in
to equal one
repeat
purchaser
5new shoppers

“Creating content
only for acquisition
is crazy.”

1/3 of complaints are NEVER
answered, most of them
in social media.
Customer service is treated as a necessary
evil, but that’s when content for customer
retention becomes critical

Every Question,
in Every Channel,
Every Time
You should answer

Amazing content isn’t just for prospects

Every content marketer in 2017
should be listening to their
customers and creating
retention-focused content.
that retains,that retains,
not just attracts.
Create contentCreate content
not just attracts.

On-the-fly
content creation3
2017
Photo credit: Jason Howie

In the time it takes to film one traditional
:30 commercial…
Buzzfeed Tasty has filmed and posted
dozens of recipe how-to videos
Each with thousands or
millions of views

That means branded content
can no longer be crafted to
glossy advertising perfection.
With real-time marketing,
time is a luxury we can’t
afford.

But just remember…
Creating
content quickly
≠
Creating
content poorly

Social platforms have made it
easier to adapt, by building
in-app storytelling
and editing capabilities
Native slideshows, videos,
text overlays, music, filters and more

Some mobile devices are
also faster and can even
outperform
professional cameras
“If you're a hardcore photographer, go for the iPhone 7 Plus.”
- CNET

Specially made mobile device
accessories are cheaper and
more accessible to today’s
modern marketers
Tripods + mobile camera lenses
+ editing apps
= amazing content

Now, all marketers need to
create high-quality, on-the-fly
content in a mobile device (or
two) and some know-how
📱

Brands move from
fiction to non-fiction4
2017
Photo credit: Rupa Panda

podcast
Businesses are obsessed with storytelling.
Even we talk about it all the time.

Unfortunately,
some brand
stories are
just that…
Polished

…works of
fiction
Real

They don’t want to be
sold to. They want to buy-
in on their own.
Consumers are getting
savvier about spotting
marketing wolves in sheep’s
clothing

,
Now that live video is
becoming the new social
media standard,
brands need to embrace
unfiltered, documentary-
style communication…
warts and all.

Even Southwest’s COO
recently issued a real,
newsroom-style apology
via Facebook Live

Content testing5
2017

Content Marketing World 2016
- Joe Pulizzi
"If you’re not ‘all in’ with your content
marketing program, you should
stop.”

What exactly
does that mean?

"Slow the *&%^$ down and do your
content marketing right — or don’t
do it at all.”
- Ann Handley

89%
of marketers
are using content
marketing
19% think current efforts
are very successful
But only

62%
41%
But only
say their efforts are
more effective than
last year
have clarity on
content marketing
success

In order to
know what
works,
you have to
test content

-20%
more
conversions
+50%+50%
-20%
paid spend
Testing helps everyone
slow down and
see what’s working
A/B Testing
Multivariate Test
Examples only. Not actual results.

Augmented reality
and virtual reality6
2017
Photo credit: OyundariZorigtbaatar

Biggest mobile game
in US history
Surpassed Twitter for
daily active users
Higher engagement time
than Facebook
Pokemon Go was one of the biggest
successes of 2016
in US history
daily active users
than Facebook
Source: Techcrunch

Part of its success was
the use of augmented
reality, which overlays
digital information onto
our physical
environment

Pokemon Go may have been a
cultural phenomenon…
But it wasn't the
first to embrace
augmented reality

Snapchat’s
now-famous filters use
augmented reality to
enhance the simple
selfie

In 2009,
Yelp Monocle layered
digital reviews onto
physical streets

For most brands,
augmented reality will most
likely be a longer-term
initiative
However, early adopters will use 2017 as their
testing playground

Testing
smart windshields
and displays
Testing virtual
Modiface
mirrors in some stores

Augmented reality won’t
work for every brand…
… but those who use it in
meaningful ways will be able
to break new customer
engagement ground

Goodbye, specialist.
Hello, generalist.7
2017

Historically, marketers defined
themselves by their specialty
I’m an
SEO strategist.
I’m a social
media
specialist.
I’m an
email marketer.

Defining ourselves by siloed, vertical
titles has led to siloed, vertical work
I’m an
SEO strategist,
but I don’t
create content.
I’m a social
media
specialist, but I
don’t design.
I’m an
email marketer,
but I don’t code.

It’s time to say goodbye to the
specialist, and hello to the generalist
Hello! I do a
little bit of
everything.

That’s because technology has
leveled the playing field
Investment in and access to new
tools has enhanced marketers’
skills.
In addition, platforms have made
it easier for users of all skill
levels new abilities

In 2017, the best marketers will know just
enough outside their specialty to be dangerous
I’m an
SEO strategist,
AND I help create
branded content.
I’m a social
media specialist,
AND I know
photoshop.
I’m an
email marketer,
AND I know
HTML.

Soon, it will be acceptable to
simply say: “I am a marketer”
I am a
marketer.
I am a
marketer.
I am a
marketer.

QUESTION TIME!
Jay Baer
Founder, Convince & Convert
@jaybaer
hub.uberflip.com
Hana Abaza
Head of Strategy, Uberflip
@hanaabaza

7 Content Marketing Trends You Need to Know Now

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