Back To The Future: Taking Your Content Marketing Up To 88!
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The document discusses the evolution and effectiveness of content marketing over the past century, highlighting notable milestones and strategies for engaging millennials. It emphasizes the importance of creating valuable, relevant content while leveraging nostalgia and innovative distribution models such as native advertising. Key takeaways include the idea that old techniques can be reintroduced successfully and the need for brands to connect authentically with their audiences.
Back To The Future: Taking Your Content Marketing Up To 88!
- 2. Why in a digital age are some of the older techniques working?
- 3. What we’ll cover 1. A look back at more than 100 years of content 2. Content marketing today 3. Types and effectiveness of content marketing 4. Content marketing lifecycle 5. How to engage millennial? 6. Digital detox 7. Old content distribution models 8. The rise of the visual web and native advertising 9. Attribution marketing for content marketers
- 4. The golden days of content marketing 4200 B.C. One of the first signs of custom publishing found in cave paintings 1895 John Deere launches customer magazine 1904 Jell-O recipe book pays off 1922 Sears launches World’s Largest Store radio program 1930s P&G begins foray into radio soap operas with brands such as DUZ & Oxydol – hence the “soap opera.” 1982 Hasbro partners with Marvel to create G.I. Joe comic book 1998 First ‘director of online marketing’ 1987 LEGO launches Brick Kicks magazine (Now LEGO Club magazine) 2004 Sherwin Williams launches STIR magazine for commercial interior designers and architects 2006 Nike+ Launches. Global Brands Nike & Apple partner to create a product to map runs and track progress 2007 Red Bull launches Red Bulletin magazine 2008 American Express launches OPEN forum 2014 Chipotle short videos 2014 Chango launches “Marketers against marketing” game
- 5. What do those initiatives have in common? Approachability Subtly branded Community Utility
- 6. “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
- 7. Example of garbage marketing
- 8. “We’ve always been able to convince the management that the content of our magazine shouldn’t be about John Deere equipment. We’ve stuck to that, over time.” - David Jones, The Furrow Publications Manager
- 9. Example of content marketing
- 10. Types of content marketing
- 11. Effectiveness of content marketing
- 12. The content marketing lifecycle To find out more: http://www.convinceandconvert.com/content-marketing/how-the-product-life-cycle-improves-content-marketing/ Question Mark Content is published Star People actually like it Cash Cow Can be ‘evergreen’ Dog Slowly dies Viral Success Goes viral
- 13. Back to the future
- 14. What millennials expect out of content
- 15. How to engage millennials with content marketing 1. Be Native, Not Deceptive Millennials are willing to share good advertising, but dislike when advertising feels deceptive. Create native content that is relevant to the environment it’s hosted in, but does not mislead the viewer 2. Be an individual… and be ready to evolve Know when to evolve your communication to stay culturally relevant and to keep your audience wanting more. Millennials favor brands that showcase their personalities. 3. Deliver on an emotion… and know that humor rules Generate content that gives millennials an emotional payout. Comedy is the number one most watched genre online and speaks to their values of fun and positivity 4. Reserve judgment Reserve judgment in conversation with consumers. Millennials engage in creativity and self-expression, which thrive in a judgment-free space. 5. Act like the locals Leverage all different formats – video, images, gifs and text – to follow the rules of the millennials’ environment Source: Yahoo! entertainment 2013
- 16. Content marketing fatigue Source: Moz.com 2013
- 17. Do we need a digital detox?
- 18. Some time to recharge our batteries?
- 19. Or are we getting nostalgic?
- 20. The old content distribution
- 21. The old content distribution (revisited) e.g. Tupperware/MAM e.g.: Custom FedEx snail mail e.g. JackThreads / Frank Oak reinvents the online catalog e.g. Old Spice “Man Your Man Could Smell Like“ e.g. Red bull event marketing via red bull cars e.g. NakedwinesThis is what marketers are focused on Customers and Prospects Face-to-face selling Online marketing Kiosk marketing Direct response television marketing Catalogue marketing Direct-mail marketing Telemarketing
- 22. The return of the printer
- 23. New distribution: the rise of the visual web
- 24. The new distribution: native advertising Native advertising enables an advertiser to promote content to a user within the context, style and function of that users online experience.
- 25. Major forms of native advertising
- 26. Can native scale? Source: TripleLift 2014
- 27. Measuring success of your content as part of your marketing effortsSuspectProspectClient Cookie dropped Contact info collected Conversion Article outside of your web site Retargeting ad SEM Article on your site Events Online reviews (Quora) Native (Twitter ad) Magazine Blog visit Display Email marketing Lead form filled-in Instagram Can’t be tracked Can be tracked (requires manual CRM tagging) Can be tracked in an automated way
- 28. To find out more about attribution marketing chango.com/attribution
- 29. Key takeaways 1. What's old is new again 2. Use nostalgia and familiarity to get consumers' attention 3. Experiment with newest forms of content 4. Get your marketing attribution in order
- 30. Morale of the story: Just Be Helpful (the techniques that you choose aren’t that important)