The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
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This document discusses the importance of content marketing in today's connected world. It notes that 60-70% of marketing content goes unused, 73% of people wouldn't care if brands disappeared from their lives, and 80% of CEOs are unsatisfied with their CMOs. It recommends that brands shift from traditional marketing like ads and banners to creating valuable customer-centric content and stories that people want to engage with, in order to better connect with audiences and improve marketing ROI.
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The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
- 1. The Content Marketing Imperative Michael Brenner NewsCred – Head of Strategy @BrennerMichael
- 3. Great marketing is great storytelling
- 4. Today’s always-on, connected world presents a huge challenge and an opportunity for Brands
- 5. We need to connect with our audience through stories people love!
- 7. Today we are all connected
- 11. The first TV ad - 1941
- 12. Camel ad - 1950
- 13. Apple - “1984”
- 14. 14
- 15. “Content Marketing is all the marketing that’s left!” Seth Godin, 2008
- 16. The Internet - Mosaic browser 1993
- 17. The first online banner ad - 1994
- 18. Thank You Mom - 2014
- 19. 60-70% of marketing content goes completely unused. (Sirius Decisions)
- 20. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist)
- 21. 80% of CEOs unsatisfied with CMOs (Fournaise Group)
- 22. WTF is wrong with marketing?
- 24. Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013
- 25. Banners? You are more likely to . . .
- 26. Remain Optimistic About Mobile Ad Spend Growth… Print Remains Way Over-Indexed
- 28. Unilever Marketing Spend 2000-2015
- 29. Unilever Marketing Spend 2000-2015
- 30. Unilever Marketing Spend 2000-2015
- 32. “Content Marketing ROI is 4X our traditional marketing spend.” Julie Fleischer, Kraft
- 33. FROM What will change in 2015? Content about us Content for social Disconnected digital channels Campaign-driven content TO Customer-centric storytelling Content at the core of everything Brand content hubs / publishers Continuous “culture of content”
- 34. “Brands need to take the phrase ‘acting like a publisher’ literally.” Dietrich Mateschitz, Founder and CEO Red Bull
- 41. 41
- 45. Kmart 2014
- 46. Your audience wants stories! Will you give it to them? @BrennerMichael
- 47. 47