www.brilliantnoise.com | @brilliantnoise

Brilliant Noise breakfast briefing

Content strategy in 2016

25th November 2015

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

Connected customer marketing

CUSTOMERS COMMUNICATIONS ORGANISATIONS

What We Talk About When We Talk About Content Marketing

Ryan Skinner, Senior Analyst25 November 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 6

Content Marketing: Different Things To Different People

© 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

© 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.

© 2015 Forrester Research, Inc. Reproduction Prohibited 9

2009 10 11 12 13 14 15 16 17 18 19

5%

10%

15%

US$

Bill

ions

Content marketing spending

YoY % change

YoY change in spending

Nominal “content marketing spend” forecast to hit $300+ billion by 2019

Source: PQ Media’s Global Content Marketing Forecast 2015-19

© 2015 Forrester Research, Inc. Reproduction Prohibited 10

Content Marketing’s Poster Children Put Faces To The Big Numbers

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B2C Marketing Leaders Plan To Boost Content Marketing Spend YoY

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B2B Marketing Leaders Plan To Boost Content Marketing Spend YoY

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And These Budgets Are Growing By Not Insignificant Figures YoY

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Two Nations Separated By A Common Language

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Two Marketing Strategies Separated By A Common Name

(Media-Centric)Content Marketing

(Customer-Centric)Content Marketing

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Two Different But Related Things Separated By A Common Name

(Media-Centric)Content Marketing

(Customer-Centric)Content Marketing

© 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

© 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

© 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

© 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<

© 2015 Forrester Research, Inc. Reproduction Prohibited 21

Confusion Around The Marketing Value That Stems From Content Marketing

n = 113 marketing leadersSource: 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 amedia company now: Inside Marriott’sincredible money-making content studio

© 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…”

© 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…”

© 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

$$$ $$<

© 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

Thank you

forrester.com

Ryan Skinner rskinner@forrester.com

2 Signals

UK marketers allocate 31% of budget to content marketing Content Marketing Institute, Budget benchmarks in the UK 2014

Only 12% of marketers believe they have high performance content marketing engines CMO Council

In a sample of 100,000 posts, over 50% had two or less Facebook interactions and over 75% had zero external links. Moz

Content shock isn’t inevitable

2016: Connected customer marketing

Content marketing operationsReal-time brand communicationsConnected customer planning

Digital marketing development stages.

Customer journeys and supply chain

CONSIDER

ADVOCATE

BOND

ENJOY

BUY

EVALUATE

PUBLISHOptimise

Schedule

Distribute

Engage

Moderate

MEASUREEngagement metrics

Direct value

Business objectives

SOURCE

COMMUNITYMembers

Media

InfluencersIN�HOUSEPeople

Experiences

Brand campaigns

Promotions

Partners

EDITORIALOpportunities

Stories

Commissioned

Customer journeys and supply chain

CONSIDER

ADVOCATE

BOND

ENJOY

BUY

EVALUATE

PUBLISHOptimise

Schedule

Distribute

Engage

Moderate

MEASUREEngagement metrics

Direct value

Business objectives

SOURCE

COMMUNITYMembers

Media

InfluencersIN�HOUSEPeople

Experiences

Brand campaigns

Promotions

Partners

EDITORIALOpportunities

Stories

Commissioned

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

Act: redefine content

What is Content? Learn from 40+ Definitions Headline from TopRank Online Marketing Blog

Content is what the user needs right now.

Jared Spool, http://bit.ly/1OXMHvN

“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

Act: things to do now.

Upgrade operations.

Process is a power source.

American Express

SEO UI/UX

Content

Analytics

Expert

Conte

nt

Devel

oper

Web

Developer

SEOExpert

Designer

T-shape people.

Analyse: Investigate and prioritise in 2016.

Newsrooms - at the edge of customer and content experience innovation.

Analyse

A single view of the customer.

Intelligent content.

360° content teams

Aware: Take note and be prepared to respond.

Advertising disrupted.

- Programmatic. - Adblocking. - Integration with SRPs.

Blockchains

3 The response

2016: Connected customer marketing

Content marketing operationsReal-time brand communicationsConnected customer planning

Digital marketing development stages.

Brilliant Noise digital maturity index.

Thank you

www.brilliantnoise.com | @brilliantnoise