A look at where content marketing has come from and where it is headed with useful creation and distribution tips

1. The Evolution of Content Marketing
Simon Kingsnorth
Author, Digital Marketing Strategy
Contributing Author, Understanding Digital Marketing, Understanding Social Media
@thekingsnorth

2. Let’s just be clear…
“Content marketing involves creating and
distributing non-branded content in order
to improve customer engagement and
brand awareness.”

3. How content marketing has evolved in the 21st century
2000 2002 2004 2006 2008 2010 2012 2014 2017
Ebooks Content purely Video becomes Social media Niche social Penguin Influencers
for SEO important takes off platforms and Infographics

4. The 4 steps of content marketing
Plan
Create
Distribute
Evaluate

5. The 3 time zones of content planning
BEFORE
Analyse
NEXT
Plan
NOW
React

6. An Effective Content Calendar considers…
The world
Your industry
Your
business
Christmas
Twist the story but be authentic
The Oscars next week
Find your place in the story
New film out this week
Make your content engaging

7. Creating high performing content
Give your customers a KISS
Keep It Simple Stupid

8. When to use the right type of content

9. Emotional Engagement
https://youtu.be/RSxOjBIjyhI

10. When creating content, remember…
It must not be a means to an end
It must meet a need
It must be authentic

11. Distribution
Differentiate by audience and channel

12. Use Influencers wisely
84% of marketers plan on executing 1+ influencer
campaign in 2017
Don’t head straight for the celebrity
Beware brand damage
Remember influencers are brands too
Aim for authenticity

13. Measuring success
Beware vanity
Look for engagement
Continuous improvement

14. Trends in 2017
• Research and data remains very popular content
• Video and images continue to gain huge
engagement
• Very short product demonstration videos
• Expect more Instagram Stories
• Influencer geo-targeting likely to kick in
• Native advertising to grow aggressively
• Written content still has it’s place
• Email is not dead

15. The future of content

16. Thanks for listening
Come and say hi
Simon Kingsnorth
@thekingsnorth