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What Is The Future of Content Marketing [Trends and Predictions] #BtoBLive
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http://www.b2bmarketinginsider.com/content-marketing/trends-predictions-future-content-marketing - This week I presented at the BtoB Magazine's Digital Live conference in New York. The topic was the future of content marketing. And I walked the audience through the trends and some of my own predictions related to content marketing, marketing and even the future of business itself.
Some Content Marketing Trends:
Everyone uses content marketing but no one feels they are very good at it. The Content Marketing Institute and MarketingProfs released their latest trends that showed that more than 90% report to use content marketing and less than 50% fell they are very good at it.
Advertising is on the decline. Mass marketing and promotional advertising techniques just ain't working and this causing marketers to consider content marketing over advertising.
Still, 73% of consumers could care less if the brands they use disappeared tomorrow
My Content Marketing Predictions
Customer-Centricity is the only way to break through the noise of boring and self-promoting content. We must begin to make our customers the heroes of our stories
The future of content is mobile, visual, consumable and snackable
More brands will start acting like publishers and setting up newsrooms. Brand journalism is here to stay.
Brands will partner with publishers to deliver high-quality content in innovative new ways.
Brands will begin to entertain their audiences by producing high quality entertainment and features
A few brands will have the courage to show their human side and produce funny, humorous content
So there you have it, some of my top trends and predictions. What do you think?
Let me know what you think in the comments below. And please follow along on Twitter, LinkedIn, Facebook and Google or Subscribe to the B2B Marketing Insider Blog for regular updates.
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Presentation Transcript
What IsThe Future of Content Marketing? Michael Brenner, VP Marketing @SAP @BrennerMichael
What IsThe Future of Content Marketing? Michael Brenner, VP Marketing @SAP @BrennerMichael
Most people think marketing is the same thing as advertising @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 3
My family spent a day on a Times Square Billboard and my Klout score actually went down! @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 4
Most people think marketing is the same thing as promotion (not in a good way). What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 5
Marketing and Advertising searches trending down. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 6
Digital and content marketing trending up! @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 7
Because we realize that marketing, life and business is all about stories. @BrennerMichael
But it’s not really about stories. It’s about the emotions they convey @BrennerMichael
Content on the internet tripled between 2010 and 2013. Source: GoGlobe & Qmee @BrennerMichael © 2013 SAP AG. All rights reserved. 10
Social media sharing has doubled between 2011 and 2013. Source: KPCB @BrennerMichael © 2013 SAP AG. All rights reserved. 11
Today we are all connected So now we’re all creating and sharing “stories.” @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 12
And our audiences are bored. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 13
Banner have 99 problems. 1 in 10,000 people click on banners (99.9%). @BrennerMichael
Traditional Media is in a downward spiral @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 15
So content is like, um, what? Everybody is doing it. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 16
Everybody is doing it. We all think we’re GREAT at it! @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 17
Everybody is doing it. We all think we’re GREAT at it! Our customers are not impressed. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 18
;-( @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 19
Customers TWEET THIS! 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist @BrennerMichael © 2013 SAP AG. All rights reserved. 20
And Not Enough Like This… Customers need to know you care @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 21
We need to create interesting content and make our customers the @BrennerMichael © 2013 SAP AG. All rights reserved. hero of our stories. @BrennerMichael 22
The Amount of Content We Seek Is Growing Too! @BrennerMichael © 2013 SAP AG. All rights reserved. 23
What Does SAP Do? (Wikipedia) Interesting? Is The Customer The Hero Of This Story? SAP AG is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, Baden-Württemberg, Germany, with regional offices around the world, SAP is the leader in the market of enterprise applications in terms of software and software-related service.[2] The company's best-known software products are its enterprise resource planning application systems and management (SAP ERP), its enterprise data warehouse product – SAP Business Warehouse (SAP BW), SAP BusinessObjects software, and most recently, Sybase mobile products and in-memory computing appliance SAP HANA. SAP is one of the largest software companies in the world. @BrennerMichael © 2013 SAP AG. All rights reserved. 24
At SAP, we don’t talk about what we do, we talk about what we do for our customers. Social + Content + Your Brand @BrennerMichael
Business Innovation http://blogs.sap.com/innovation Mission Statement: We’re acting like a publisher, creating content our customers actually want. To earn our audience’s attention through content that shows business people how technology and innovation can help them grow their business, out-perform their competition and advance their careers. @BrennerMichael © 2013 SAP AG. All rights reserved. 26
We’re building a brand newsroom Source: Ann Handley www.annhandley.com @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 27
Infographic to Report on Goals: Reach, Engagement AND Conversions But we also need to make a profit @BrennerMichael © 2013 SAP AG. All rights reserved. 28
The future of content marketing is Mobile The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack, 2013 @BrennerMichael © 2013 SAP AG. All rights reserved. 29
The future of content marketing is shareable The half-life of a piece of content shared on top social networks is 3 hours. (Half-life is the amount of time it takes content to reach 50% of the clicks it will ever receive). Source: Bit.ly @BrennerMichael © 2013 SAP AG. All rights reserved. 30
The future of content marketing is Visual 90% of all internet traffic in 2017 will be video. Source: Cisco @BrennerMichael © 2013 SAP AG. All rights reserved. 31
The future of content marketing is Visual . . . Like this! @BrennerMichael Image Source: http://popchartlab.com/index.php/poster_detail/the_very_many_varieties_of_beer/ @BrennerMichael © 2013 SAP AG. All rights reserved. 32
And this… We've created this resource to help you – whether you are a business leader, a social consumer, a millennial employee - to help drive transformational change within your corner of the world. Because no matter what you do, where you do it, how much experience you have or whatever industry you serve, the future of business will be created by you. Click here to view all 99 Facts on The Future of Business. @BrennerMichael © 2013 SAP AG. All rights reserved. 33
Business Insider: Future of Business Site Sponsorship We need to work with publishers @BrennerMichael © 2013 SAP AG. All rights reserved. 34
Business Insider: Future of Business Site Sponsorship We need to work with publishers @BrennerMichael © 2013 SAP AG. All rights reserved. 35
Business Insider: Future of Business Site Sponsorship We need to work with publishers @BrennerMichael © 2013 SAP AG. All rights reserved. 36
The Future of Content Marketing? • Customer-Centric Michael Brenner, VP Marketing @SAP @BrennerMichael
The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable Michael Brenner, VP Marketing @SAP @BrennerMichael
The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher Michael Brenner, VP Marketing @SAP @BrennerMichael
The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher • Brand As Entertainer? Michael Brenner, VP Marketing @SAP @BrennerMichael
Slides available on: Slideshare.net/MichaelBrenner Thank you! Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: Twitter: @brennermichael