Less than 40% of marketers describe their content marketing programs as effective. To help understand what consumers want from their content, we conducted an in-depth consumer survey and used ScribbleLive Insights to analyze the effectiveness of a number of top brands. In this presentation, Ural Cebeci and Larry Levy walk you through everything from consumers’ favorite content type (social media), to how much they trust branded content (44% don’t) and which brands are getting it right.

1. Whatcontent
doConsumers
Reallywant?

2. Ural Cebeci
VP, Marketing
@UralCebeci
Larry Levy
EVP, Strategic Partnerships
@Jodange

3. Where we’re headed:
1. Why you need to know your customers
2. Consumer content preferences
3. Brands who are doing it well

4. Content marketing
is hard

5. 30% of B2B marketers say their
organizations are effective at content
marketing (down from 38%).
76% will create more content.
Numbers are similar for B2C.
2016 CMI/Marketing Profs Benchmark Report

6. We’re creating more content, but
the audience isn’t growing
Avg. time with digital media per day in the U.S. (Nielsen)
Exabytes of data created (BI Intelligence)

7. Companies that exceed their
goals (for leads and revenue)
are 7.4 times as likely to have
up-to-date customer personas.
Cintell, Understanding B2B Buyers

8. SurveyResults
(Myth Busting)

9. Myth:
“Themostimportanttypeofcontent
is...videos,social,podcasts,etc.”

10. Whatkindsofcontenthavepeople
Consumedinthepastweek?

11. Whatkindsofcontentdo
peopleLikethemost?

12. Myth:
“Everyoneshouldbethinking
mobilefirst.”

13. Howmuchtimedopeople
Spendondifferentdevices?

14. Myth:
“Peoplearetoobusytospend
moretimeonline”

15. Dopeoplewanttospendmore
orlesstimeonline?

16. IsPeople’sTimeonline
Rewardingordisappointing?

17. Myth:
“Contentmarketingworks.”

18. Arepeoplemorelikelytotrustcontent
frombrandsovertraditionalpublishers?

19. Howlikelyisitthatpeoplewillusethese
contenttypesforamajorpurchasedecision?

20. Myth:
“Ifyoumakeyoursiteresponsive,
you’llappealtoeveryone.”

21. Howlikelyisitthatpeoplewillusethese
contenttypesforamajorpurchasedecision?

22. Myth:
“Whoneedspersonaswhen
you’vegotdemographics?”

23. Whatkindofcontentdo
peoplelikethemost?

24. Who’s Doing a
Good Job?

25. Our Insights product uses linguistic
analysis and data science to analyze the
content on millions of:
● News sites
● Blogs
● Social media posts
● Forums
● Discussion boards

26. Here’s How We Built The Insights Query

27. And Here Are Some Highlights Of The Results!

29. Youtube Native (HuffPo)

34. Engage
Inform
Entertain
Whatdothesebrandshaveincommon?
They’reBuildingCommunities!

36. Questions?