Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN
-
Upload
projectmanagementbbp -
Category
Marketing
-
view
620 -
download
0
Transcript of Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN
![Page 1: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/1.jpg)
CONTENTMARKETINGDO OR DIE
NOVEMBER 4, 2015MATTHEW PETERSEN
![Page 2: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/2.jpg)
Been Around the Block!
BLOCK
Magazine
Publisher
Agency CEO
Custom Publisher
M&A
![Page 3: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/3.jpg)
We’ve Come a Long Way Baby!
![Page 4: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/4.jpg)
With great power comes great responsibility.
Spiderman
![Page 5: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/5.jpg)
ATTENTION
![Page 6: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/6.jpg)
Message Bombardment
![Page 7: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/7.jpg)
The basic economic problem is increased competition for attention.
Hal Varian, Chief Economist, Google
![Page 8: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/8.jpg)
Choices are infiniteAttention is not
![Page 9: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/9.jpg)
SHIFTTHE POWER
![Page 10: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/10.jpg)
Technology Puts Consumers in Control
Time-shifting Subscribe/Unsubscribe
Direct Streaming
Apps
![Page 11: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/11.jpg)
Tuning Messages Out
Ad Blocking the Latest Craze
• 198 million active users
• Grew by 41% in last 12 months
• Estimated to cost publishers $22 billion during 2015 and over $40 billion by end of 2016
Source: PageFair and Adobe’s 2015 Ad Blocking report: “The cost of ad blocking,” updated on August 26, 2015
![Page 12: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/12.jpg)
There’s a Better Way
74%of people prefer to learn about products
via articles instead of advertisements
Source: Content Council
![Page 13: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/13.jpg)
Stop interrupting what people areinterested in and become
what people are interested in.
Craig David, CCO, JWT
![Page 14: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/14.jpg)
Getting Serious
Brands increasingly building their “own” audiences
Average Percent of Total Marketing Budget
12.6%
23.3%
31.1%
Two Years Ago Currently Estimated Two
Years From Now
Source: Content Council – 2015 Study
![Page 15: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/15.jpg)
Getting Serious
$144 billion spent on content marketing in 2014
Heilig Stront!
Source: PQ Media 2015 – 2019 Forecast
![Page 16: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/16.jpg)
VALUABLECONTENT BUILDS BRANDS
![Page 17: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/17.jpg)
People buy from who they like and trust.
![Page 18: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/18.jpg)
Let’s not get confused
Native Advertising is NOT Content Marketing
![Page 19: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/19.jpg)
Win the hearts and minds of your audience.
And, you will win their business forever.
![Page 20: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/20.jpg)
RESPONDINGBRANDS
![Page 21: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/21.jpg)
Brand Publishing
GAMES
EVENTS
WEBINARS
VIDEO
WHITEPAPERS
PUBLICATIONS
BLOGS
SOCIAL MEDIA
WEBSITES
BRAND
Quality content on every page, screen, platform and device
![Page 22: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/22.jpg)
Brand Publishing
Publishing is the 5th P
Product Placement Pricing Promotion Publishing
1 2 3 4 5
![Page 23: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/23.jpg)
From box pusher to IT solutions provider
![Page 24: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/24.jpg)
From faucets to design resource and inspirational content hub
![Page 25: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/25.jpg)
Educating consumers on the benefits of home automation
![Page 26: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/26.jpg)
The ultimate authority and resource for Association executives
![Page 27: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/27.jpg)
Content Brands Expand
Real Business
CMO Food and Family
Business HomeMade-Simple
![Page 28: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/28.jpg)
Disintermediation Continues
Coty acquires Content Agency Beamly As It Gears Up for P&G Deal
Media House is booming – T.V., Print, Games, Events, Music, Online, etc…
Marriott Launches Global Creative and Content Marketing Studio – Aims to be the go-to brand publisher for travel entertainment
![Page 29: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/29.jpg)
RESPONSIBILITIESGREAT
![Page 30: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/30.jpg)
4 Future Imperatives
Never Sacrifice Quality
Lead with Strategy
Maximize Mobile
Measure
![Page 31: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/31.jpg)
Quality
Never compromise quality for quantity
![Page 32: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/32.jpg)
Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.
Sun Tzu
![Page 33: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/33.jpg)
Strategy
The best content marketing begins with a purpose.
![Page 34: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/34.jpg)
Strategy
Source: CMI 2016 Study
Coincidence?
AND
37% of B2C marketers
say they have documented content
strategy
38% of B2C marketers
say their organizations are effective at
content marketing
![Page 35: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/35.jpg)
Strategy
Agencies need to lead with strategy
Clients need to demand a strategy
Both need to execute on the strategy and evolve over time
![Page 36: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/36.jpg)
Strategy
MXM – Leading agency in U.S. publishes Marketing Playbook
![Page 37: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/37.jpg)
I have made this longer than usual because I have not
had time to make it shorter.
Blaise Pascal, Famous French polymath
![Page 38: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/38.jpg)
Mobile
Responsive design is table
stakes
Mobile copywriting is
here…concise is essential
Imagery plays important role
![Page 39: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/39.jpg)
Mobile
Email is still a workhorse!
Email is still a whopping 40 times more effective at acquiring customers than Facebook and Twitter combined.
Over 45% of people open their emails on mobile phone
Still in top 3 of tactics used by B2C and B2B
Source: McKinsey and CMI -http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails-
![Page 40: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/40.jpg)
However beautiful the strategy you should occasionally
look at the results.
Winston Churchill
![Page 41: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/41.jpg)
You Can Only Measure What You Set Out to Achieve
Other (Nielsen, Google, etc.)
Cost Savings
Composite Engagement Score
Loyalty
Customer Retention Rates
Brand Lift
Acquisition
Awareness
Sales
Engagement (Time on Site, Shares, etc.)
Website traffic
2.6%
10%
14.2%
28.5%
33.8%
35.4%
41.9%
54.6%
63.8%
74.6%
80.4%
Source: Content Council – 2015 Study
Which of the following does your company currently use to measure ROI for content marketing?
![Page 42: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/42.jpg)
Audiences, Not Targets!
![Page 43: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/43.jpg)
With great power comes great responsibility.
Spiderman
![Page 44: Matt Petersen - Content Marketing - "With Great Power Comes Great Responsibility" - SPIDERMAN](https://reader035.fdocuments.in/reader035/viewer/2022070602/587897061a28ab375f8b6beb/html5/thumbnails/44.jpg)
Thank You