Five Content Marketing Controversies with Scott Abel and Andrew Bredenkamp
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Transcript of Five Content Marketing Controversies with Scott Abel and Andrew Bredenkamp
30
Andrew BredenkampScott Abel
Wednesday May 27 No Neutral Content
Content Controversies
#1 Does everyone work for marketing now?
2014
Producing Enough Content 64%
Engaging Content 52%
Variety of Content 45%
Content Marketing Conference Cologne
The Content Quality Imperative
2015
Engaging Content 54%
Producing Content Consistently 50%
Measuring 49%
#2 Does the customer journey have a finish line?
Take the Buyer’s Journey for What it IsErin ProveySirius Decisions
BrochureGlossySlickColorfulReader-friendlySexyCompelling
ManualPlainDullBlack & WhiteConfusingDryBoring
#3 The Mega-trend toward more casual content
19
They won’t take us seriously
complexity = credibility
competing for attention is tough
#4 Consistency in a world where everybody creates content
Content Marketing Conference Cologne
The Content Quality Imperative
#5
Story x Voice = Impact
Helping the world’s greatest brands Speak With One Voice
Wednesday May 27 No Neutral Content
