Content 2015 - Post Modern Engagement
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The document discusses trends in content marketing for 2015, highlighting 7 key trends: content will become more social, visual, personalized, hyper-connected, automated, immersive, and data-driven. It emphasizes that companies need to adapt quickly to keep up with changing consumer behaviors and new technologies. Content must become more customer-centric, integrated across platforms, and focus on telling compelling stories to engage audiences.
Content 2015 - Post Modern Engagement
- 1. Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means CMA Digital Day Toronto October 20, 2014 Sean Moffitt Managing Director - Wikibrands @seanmoffitt Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
- 2. DIGIDAY14 Content poll #digiday14 #wikibrands #content2015 @seanmoffitt @wikibrands
- 3. #DIGIDAY14BINGO CLICKABILI TY @seanmoffitt
- 4. Marketers are Winning Again
- 5. Caveat – Even 18 Months in a Connected Age is a Very Short Time… Teenager’s Favourite Social Network 40% 20% 42% 12% 30% 23% Fall’12 Spring’13 Fall’13 Spring’14 Source: Piper Jaffray
- 6. THE SELFIE is 18 MONTHS Old …
- 7. “Content” represents a dramatic shift for marketing Creative Excellence content Excellence What brands Believe, know, OR HELP SOLVE AND STAndardized media EMBRACE OF new improve media and TEChnology What brands sell or feature
- 8. THE IMPORTANCE OF CONTENT MArketing: The Industry - We are Doing It - 77% of brands in 2014 - …In More Places – Ave. of 12 Tactics/7 Platforms - …By Investing More - 78% say more $$$ in 2014 - …And It Frustrates Us – 95% of CMOs believe it is one of their
- 9. Marketing Magazine Coverage Breakdown CONTENT ADVERTISING TECHNOLOGY 24% 19% 16% 18% 19% 17% 24% 12%
- 10. So if everybody is getting better content and is sticking to their content plan, why is this happening…
- 11. Email Performance Open Rates Clickthrough Rates 2006 2008 2010 2012 2014 Source: Epsilon
- 12. Organic Reach of Content Published on Facebook Source: Ogilvy
- 13. The Fight for Attention Minutes
- 14. “Content Marketing is the only marketing left.” - Seth Godin -
- 18. So…The Future? Emotional Content or Data-Driven Content
- 19. CONTENT 2015 – TREND #1 – MORE Social - social commerce 3X as fast as ecommerce/ native social content & ads will be 40% of spend Local - Location-based mobile media will double in market size by 2017 Mobile - half of email subscribers now open up emails in mobile , yet 42% of marketers rarely/never use responsive design in their emails. Sources: Internet retailer, Cisco
- 21. THE RISE OF NATIVE CONTENT AND ADS
- 24. CONTENT 2015 – TREND #2 - VISUAL
- 26. CONTENT 2015 – TREND #3 - PERSONALIZED “The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.’” • 41% of customers buy more when emails are personalized • 73% of shoppers prefer personalized experiences • …yet web personalization is currently 10th on list of marketing web priorities
- 28. CONTENT 2015 – TREND #4 – HYPER-CONNECTED In developed worlds, we will each have 26 smart, connected objects per person by 2020.
- 31. CONTENT 2015 – TREND #5 - AUTOMATED The average lifespan of a tweet is 12 minutes; a Facebook post is 30 minutes. 64% of content marketers biggest challenge is producing enough content.
- 32. CONTENT 2015 – TREND #6 - IMMERSIVE
- 34. CONTENT 2015 – TREND #7 - SMARTER 90% of the data in the world has been created over the last 2 years; only 1% of it is being analyzed, it will grow 12 fold to 40 zettabytes by 2020.
- 35. MOBILE LOCATION SOCIAL MEDIA3 CONTENT is Morphing – 6 Forces DATA SENSORS CROWDING @seanmoffitt 35
- 37. CONTENT 2015 – COUNTERTREND - PRIVACY 53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful
- 41. Emotional
- 42. Open
- 43. Open
- 45. Human
- 46. “Companies need to catch up to the way that humans now actually work and live. Customer context, timeliness and intimacy are a vital foundation for content.”
- 47. Agile
- 48. Behavioral
- 49. Personal
- 50. “There are more smart people outside your company, than within it. It’s the law of numbers, Be adaptive.” Reid Hoffman, LinkedIn
- 51. Crowds like to participate, but somebody has to lead them.
- 52. Curated
- 53. Curated
- 55. WE-Powered
- 56. “Lots of companies don't succeed over time. What do they fundamentally do wrong? They usually miss the future.” Larry Page, CEO, Google.
- 58. Integrated
- 59. Innovative
- 60. Tech-enabled
- 61. New forms of content - The Connected Patient?
- 62. New forms of content - The Connected Car?
- 63. New forms of content - The Connected Home? Health: Automatically track blood pressure, weight, and activity Home Technology Application Areas Notify when someone is at the door, or when it opens or closes. Safety: Automatically light your entire path to the bathroom at Notify of water leaks Get an alert when night or flooding while medicine cabinet you’re away opens or closes Caregivers: Monitor fridge door to track mealtimes Get an reminder when the stove is left on
- 64. New forms of content - The Connected TV?
- 65. “In 2015, it all starts with the story. If you don’t have a good story, find it. And if you can’t tell a good story, learn.”
- 66. Immersive
- 67. Visual
- 68. Causeworthy
- 69. Causeworthy
- 70. “It’s not what you do with your product, it’s what they do with it.”
- 71. Shareable
- 73. Solves Life
- 74. “Without strategy, content is just stuff, and the world has enough stuff.” Arjun Basu
- 75. Resourceful
- 76. Data-driven
- 77. Commerce-driven
- 78. Content Transformation • Ignore the 8 content trends at your peril • Get more resources behind your content plans, stick to them • When confronted by more emotion and more data-driven content as options, choose both • Develop a culture of content – top-down and bottom-up • Develop marketing competencies across all 7 Chief Content officer areas NOW – 18 months is not long
- 80. 18 months is a short time, where will we be in… @seanmoffitt #digiday14 @wikibrands