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What’s next for Content?

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The landscape

Content marketing still reigns supreme.

It’s the single activity CMOs think will have most impact on their business or clients next year, and spend is exploding.

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And it’s growing…

The global industry is predicted to be worth $412bn by 2021, according to the latest forecast by Technavio.

(It’s currently at $195.58bn)

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Why such growth?

▪ Building brand awareness

▪ Lower costs than traditional advertising

▪ Increased conversion rate

▪ Plus, it allows us to avoid ad blockers

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Targeting budgets

60%plannedContent which can be planned

for, delivering core messages.

30%anticipatedTopical opportunities where the

brand can appear to be reactive,

but are possible to plan for.

10%reactiveResponsive, experimental

ideas. Some will fail, some will

bring huge success.

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What the 90% looks like

VIDEO SERIES

PRESS TRIPS

INTERACTIVE ARTICLES

IMMERSIVE EXPERIENCES

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Shifting consumer expectations

Customer priorities are shifting toward innovation and away from service (15% of CMOs said innovation was their customer’s top priority)

Deloitte’s CMO Survey Feb 2017

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Overwhelmed marketers

Marketers had nearly double the number of marketing technology solutions to assess and vet last year than the year prior. The challenge is where to focus and where to invest for sustainable growth.

ChiefMarTech.com’s Scott Brinker

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Now, not in 10 years

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So where should we experiment first?

AutomationLive Co-creation

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Live

NYMag research: “Live video is more appealing to brand fans: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts”

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Buzzfeed

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▪ At its peak toward the end of its 45-minute runtime, the broadcast had 807,000 viewers all watching at the same time.

▪ Currently, the broadcast has more than 5 million total views. However, as Live broadcasts remain online after they air, that number will likely continue to rise.

▪ Plus, the video also saw more than 315,000 comments.

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Co-creation

ideo founder Tom Kelley; “At the heart of our process is an understanding that eureka moments of creativity arise when multiple unique insights are combined to create something novel”

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AI

Gartner’s strategic tech trends: “By 2018, 20% of all business content will be authored by machines”

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Doing it well▪ Real time match

reports rival global outlets in breaking news and uncovering player insights

▪ Watson Discovery Service is using 22 years of unstructured data to analyse an estimated 57m tennis data points then use this for social & Telegraph.co,uk

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“Anyone who says failure is not an option has also ruled out innovation”

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Seth Godin