2016 Content Marketing Priorities
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2016 briefing event featuring Forrester Research. We present our key content trends to help brands connect more in 2016: both with their customers and across silos in their organisation.
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2016 Content Marketing Priorities
- 1. www.brilliantnoise.com | @brilliantnoise Brilliant Noise breakfast briefing Content strategy in 2016 25th November 2015
- 2. Agenda - Welcome - About Brilliant Noise - Prediction: connected customer marketing - Signals - Forrester - Signals - Brilliant Noise - The imperative in 2016 - Q&A - Ryan, Antony, Lauren - Check-out
- 3. Connected customer marketing CUSTOMERS COMMUNICATIONS ORGANISATIONS
- 5. What We Talk About When We Talk About Content Marketing Ryan Skinner, Senior Analyst 25 November 2015
- 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Content Marketing: Different Things To Different People
- 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 Content Marketing: De Facto Destination For Many Parallel Streams Search Social Digital Mobile Ad-Blocking Native Cord-cutting Marketing automation The Quantum Content Marketing Field
- 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 Definition Of Content Marketing A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.
- 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 2009 10 11 12 13 14 15 16 17 18 19 5% 10% 15% US$Billions Content marketing spending YoY % change YoYchangeinspending Nominal “content marketing spend” forecast to hit $300+ billion by 2019 Source: PQ Media’s Global Content Marketing Forecast 2015-19
- 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Content Marketing’s Poster Children Put Faces To The Big Numbers
- 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 B2C Marketing Leaders Plan To Boost Content Marketing Spend YoY
- 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 B2B Marketing Leaders Plan To Boost Content Marketing Spend YoY
- 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 And These Budgets Are Growing By Not Insignificant Figures YoY
- 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Two Nations Separated By A Common Language
- 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Two Marketing Strategies Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing
- 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing
- 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing
- 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Evolution of brand advertising • Media & creative agencies, PR/comms & social agencies • Concerned with impressions / engagements or brand metrics • Depends on paid media to succeed • “Integrated comms”, “branded content”, “branded entertainment” • Easier to buy
- 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Evolution of brand advertising • Media & creative agencies, PR/comms & social agencies • Concerned with impressions / engagements or brand metrics • Depends on paid media to succeed • “Integrated comms”, “branded content”, “branded entertainment” • Easier to buy • Evolution of direct marketing • Search/digital agencies, product marketers, customer experience • Concerned with metrics that align with points in customer life cycle • Depends on customer opt-in to succeed • AKA “Inbound Marketing”, but extends into other disciplines • Harder to buy
- 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing <
- 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Confusion Around The Marketing Value That Stems From Content Marketing n = 113 marketing leaders Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey “We hired a lot of media, took a lot of people who were previously storytellers, turned them into marketers.” “For the last 30 days on Instagram alone, there were over 1,000mentions – a 650% increase on the previous month.” Source: Contently blog – “We’re a media company now: Inside Marriott’s incredible money-making content studio
- 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing <• Customers don’t want it • Works well within silos • Doesn’t lead to customer-centrism • Independent of value (how long is a piece of string) • Leads to accumulation, volume (content factories) • “Excited by the possibilities…”
- 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Customers don’t want it • Works well within silos • Doesn’t lead to customer-centrism • Independent of value (how long is a piece of string) • Leads to accumulation, volume (content factories) • “Excited by the possibilities…” <• Works only if customers want it • Forces painful cross-departmental collaboration • Leads to more effective media investments • Constrained at all times by its own value generation • “In tune with how people buy…”
- 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing $$$ $$ <
- 25. © 2015 Forrester Research, Inc. Reproduction Prohibited 25 2016: More Strategic Oversight Comes To Content Marketing ▪ Focus on customer-centric content marketing, and allow that to drive your media-centric content marketing ▪ Control your own content strategy, or at least pry it away from your media, creative or social agency ▪ Focus on organizational and technological changes that increase a cross-channel, customer-centric focus ▪ Back away slowly from engagement metrics, and towards how content supports specific and measurable customer goals ▪ Treat customer data and customer analytics as crucial support players to content strategy
- 27. 2 Signals
- 28. UK marketers allocate 31% of budget to content marketing Content Marketing Institute, Budget benchmarks in the UK 2014
- 29. Only 12% of marketers believe they have high performance content marketing engines CMO Council
- 30. In a sample of 100,000 posts, over 50% had two or less Facebook interactions and over 75% had zero external links. Moz
- 32. 2016: Connected customer marketing Content marketing operations Real-time brand communications Connected customer planning
- 34. Customer journeys and supply chain CONSIDER ADVOCATE BOND ENJOY BUY EVALUATE PUBLISH Optimise Schedule Distribute Engage Moderate MEASURE Engagement metrics Direct value Business objectives SOURCE COMMUNITY Members Media Influencers IN�HOUSE People Experiences Brand campaigns Promotions Partners EDITORIAL Opportunities Stories Commissioned
- 35. Customer journeys and supply chain PUBLISH Optimise Schedule Distribute Engage Moderate MEASURE Engagement metrics Direct value Business objectives SOURCE COMMUNITY Members Media Influencers IN�HOUSE People Experiences Brand campaigns Promotions Partners EDITORIAL Opportunities Stories Commissioned
- 36. Key issues in content for 2016 Act - Rede!ne content - Upgrade operations - Focus on quality Analyse - Newsrooms - Single customer view - Intelligent content Be aware - Blockchains - Changing ad lanscape
- 38. What is Content? Learn from 40+ DefinitionsHeadline from TopRank Online Marketing Blog
- 39. Content is what the user needs right now. Jared Spool, http://bit.ly/1OXMHvN
- 40. “Information or an idea that’s meaningful to a specific person at a specific time.” Brilliant Noise de!nition AUDIENCE & NEEDS BRAND & PURPOSE FORMAT PUSH CHANNEL PULL CHANNEL IDEA� INFO
- 41. Act: things to do now.
- 43. Process is a power source.
- 44. American Express
- 46. Analyse: Investigate and prioritise in 2016.
- 47. Newsrooms - at the edge of customer and content experience innovation.
- 48. Analyse A single view of the customer.
- 51. Aware: Take note and be prepared to respond.
- 52. Advertising disrupted. - Programmatic. - Adblocking. - Integration with SRPs.
- 53. Blockchains
- 54. 3 The response
- 55. 2016: Connected customer marketing Content marketing operations Real-time brand communications Connected customer planning
- 58. Thank you www.brilliantnoise.com | @brilliantnoise