Uncover Insightful User Journey Secrets Using GA4 Reports
Content Marketing Challenges in the Next Decade
1.
2. How to handle content marketing
challenges in the next decade…
3. 1/ Top Challenges are engagement and
measurement*
*Biggest Content Marketing Challenges in according to Marketing Profs (2016)
4. 2/ “The path to engagement is paved with purpose”
AWARENESS
(Inspire)
CONSIDERATI
ON
(Inform)
PURCHASE
(Influence)
ADVOCATE
(WOM)
Greater Good Value
Greater Good
Value
Practical
Value
*Russell Sparkman – University of Washington - 2016
5. 3/ “Life’s too short to create content that
does not matter”*
*Russell Sparkman – University of Washington - 2016
6. 4/How do we create content that matters
SEGMENT ANALYSIS
PERSONAS
CLIENTS PERCEPTIONS
HATE/LOVE/PASSION
CATEGORY
ANALYSIS
BRAND ANALYSIS
Vision Mission
Tactics Plans
Strateg
ies
Objecti
ves
7. 4/How do we create content that matters
SEGMENT ANALYSIS
PERSONAS
CLIENTS PERCEPTIONS
HATE/LOVE/PASSION
CATEGORY
ANALYSIS
BRAND ANALYSIS
Vision Mission
Tactics Plans
Strateg
ies
Objecti
ves
BRAND KEY
BRAND
RESEARCH
ANALYSE
14. 11/ “Stop treating every piece of content as
a lead-generating opportunity”*
*CMWorld2016 - Jaybaer
15. 12/ “Building and maintaining an audience
becomes cheaper than reaching it…”
*Biggest Content Marketing Challenges in according to Marketing Profs (2016)
CMWorld 2016 – Joe Puliizzi
16. 13/ “It’s not the best content that wins, it’s
the best promoted content”*
ORIGINAL
RESEARCH
STRONG
OPINIONS
FOR OPTIMAL CONTENT PROMOTION FOCUS ON
*CMWorld2016 – Holly Pavlika
17. 14/ Content has a dual purpose : to inform
us, as much as the buyers.
PUSH
PULL
Website
community pages
Twitter
Social Media
(FB, Instagram, Pinterest)
YouTube
Télémarketing
SMS
Email
Display
Search
Adobe C.
SMS tool
Twitter Insight
Mailpacks
App
18. 15/ If the brain processes visual info 60.000
x faster. Why are we so focused on text-
based marketing content?
20. 17/ “A responsive website is not a mobile
strategy”*
*Search Engine Watch 2016 – Gerald Murphy
21. 18/ Keep calm, and don’t stop experimenting
Virtual Reality Whats’app CS Live Video
Interactive content
Audiobrand
strategies Newsjacking
22. 19/ “Either fully commit to content
marketing, or just go buy ads”*
*CMWorld2016 – Joe Pulizzi
23. 20/ If you spend 10% of your ad budget in
content marketing you will succeed
We are an agency that helps companies interact with
their audience with engaging content that performs.
ENGAGING
CONTENT
STRATEGY
DATA
Prepared by Pieter Berwaerts
Pieter.berwaerts@headoffice.be