Understanding technology and consumer behavior is important to the success of any content marketing strategy. The landscape is changing dramatically because of an increase in consumer mobility, localization, personalization, and wearable technology. These changes matter to the future of your business! In these slides, Kyle Lacy will uncover five influential trends, and how to enhance your business in the next year.

2. Five Trends Shaping
the Future of
Content Marketing

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

4. What’s Next?

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6. What’s Next?

7. What’s Now?

8. one.
Data Equals
Relevance

9. 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.
Ginni Rometty
CEO, IBM

10. Two types of marketing data:
1. Empathy
2. Perspective Taking
@kyleplacy

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

12. They were really
good at empathy.
@kyleplacy

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

14. FY15 Content Pillars
PILLAR
Data Tells All
ROLE
Credibility
WEIGHT
DESCRIPTION
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.
@kyleplacy

15. Tracking & Measurement
@kyleplacy

16. @kyleplacy
two.
Moments
Matter

17. @kyleplacy

19. three.
Consumer
Mobility
@kyleplacy

20. @kyleplacy

21. @kyleplacy

22. @kyleplacy

24. Americans spent more time
in 2013 on digital than any
other medium… including
television.
@kyleplacy

25. 65% of tablet owners use
their tablet at the same time
as watching TV at least once
a day.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy

26. 5+ hours spent per day in
digital environments…
575% increase from 2010
eMarketer
@kyleplacy

27. Consumers spend (on
average 3.3 hours a day on
their devices.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy

28. 8 of 10 consumers who
signed up for emails from
a brand made a purchase.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy

29. 63% of US consumers say
they delete emails
immediately if they are
not optimized for mobile.
Return Path
@kyleplacy

30. Email is
Mobile
@kyleplacy

31. 85% of our respondents said
mobile devices are a central
part of everyday life.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy

32. We sent over 1 billion digital
messages on Cyber Monday.
@kyleplacy

33. Many of our retail clients
experienced mobile open
rates exceeding 80%.
@kyleplacy

34. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy

35. Content is
Mobile
@kyleplacy

36. @kyleplacy

37. four.
Content
Personalization

38. Three types of personalization:
1. Guided Selling
2. EGONomics
3. Location
@kyleplacy

39. 1. Guided Selling

40. Return Path
@kyleplacy

52. +1000% CTR
+200% LEADS
+70% TRAFFIC
@kyleplacy

53. 2. EGONomics

54. Faith Popcorn
@kyleplacy

60. 3. Location

65. Data Equals
Relevance

66. 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.
Ginni Rometty
CEO, IBM

67. Data beats
OPINIONS
@kyleplacy

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

69. exacttarget.com