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The Future of Content Marketing

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The Future of Content Marketing Michael Brenner NewsCred – Head of Strategy @BrennerMichael


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Great marketing is great storytelling


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Today’s always-on, connected world presents a huge challenge and an opportunity for Brands


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We need to connect with our audience through stories people love!


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(TL / DR) The world has changed. Most marketing sucks. Attract your audience through stories people love.


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Today we are all connected


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http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg


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The first TV ad - 1941


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Camel ad - 1950


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Apple - “1984”


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“Content Marketing is all the marketing that’s left!” Seth Godin, 2008


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The Internet - Mosaic browser 1993


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The first online banner ad - 1994


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“Native Ad?” 1994


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Thank You Mom - 2014


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Unique Point of View Trap How brands can become consumed with their story, not their customers.


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60-70% of marketing content goes completely unused. (Sirius Decisions)


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73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist)


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80% of CEOs unsatisfied with CMOs (Fournaise Group)


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Marketing has a marketing problem!


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Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013


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Banners? You are more likely to . . .


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Remain Optimistic About Mobile Ad Spend Growth… Print Remains Way Over-Indexed


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FROM Content about us Content for social Disconnected digital channels Campaign-driven content TO Customer-centric storytelling Content at the core of everything Brand content hubs / publishers Continuous “culture of content” What will change in 2015?


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The Future of Content Marketing is “Converged Media”


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Unilever Marketing Spend 2000-2015


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Unilever Marketing Spend 2000-2015


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Unilever Marketing Spend 2000-2015


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“Brands need to take the phrase ‘acting like a publisher’ literally.” Dietrich Mateschitz, Founder and CEO Red Bull


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Converged Media Requires an Owned Content Hub


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The Future of Content Marketing is Proven ROI


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“Content Marketing ROI is 4X our traditional marketing spend.” Julie Fleischer, Kraft


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The Future of Content Marketing is Visual


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The Future of Content Marketing is Entertaining


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Kmart 2014


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Examples: Brand Entertainment


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Your audience wants stories Will you give it to them? @BrennerMichael


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