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Content 2015 - Post Modern Engagement

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Sean Moffitt
Sean Moffitt

The document discusses trends in content marketing for 2015, highlighting 7 key trends: content will become more social, visual, personalized, hyper-connected, automated, immersive, and data-driven. It emphasizes that companies need to adapt quickly to keep up with changing consumer behaviors and new technologies. Content must become more customer-centric, integrated across platforms, and focus on telling compelling stories to engage audiences.

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Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means CMA Digital Day Toronto October 20, 2014 Sean Moffitt Managing Director - Wikibrands @seanmoffitt Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
DIGIDAY14 Content poll #digiday14 #wikibrands #content2015 @seanmoffitt @wikibrands
#DIGIDAY14BINGO CLICKABILI TY @seanmoffitt
Marketers are Winning Again
Caveat – Even 18 Months in a Connected Age is a Very Short Time… Teenager’s Favourite Social Network 40% 20% 42% 12% 30% 23% Fall’12 Spring’13 Fall’13 Spring’14 Source: Piper Jaffray
THE SELFIE is 18 MONTHS Old …
“Content” represents a dramatic shift for marketing Creative Excellence content Excellence What brands Believe, know, OR HELP SOLVE AND STAndardized media EMBRACE OF new improve media and TEChnology What brands sell or feature
THE IMPORTANCE OF CONTENT MArketing: The Industry - We are Doing It - 77% of brands in 2014 - …In More Places – Ave. of 12 Tactics/7 Platforms - …By Investing More - 78% say more $$$ in 2014 - …And It Frustrates Us – 95% of CMOs believe it is one of their
Marketing Magazine Coverage Breakdown CONTENT ADVERTISING TECHNOLOGY 24% 19% 16% 18% 19% 17% 24% 12%
So if everybody is getting better content and is sticking to their content plan, why is this happening…
Email Performance Open Rates Clickthrough Rates 2006 2008 2010 2012 2014 Source: Epsilon
Organic Reach of Content Published on Facebook Source: Ogilvy
The Fight for Attention Minutes
“Content Marketing is the only marketing left.” - Seth Godin -
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
So…The Future? Emotional Content or Data-Driven Content
CONTENT 2015 – TREND #1 – MORE Social - social commerce 3X as fast as ecommerce/ native social content & ads will be 40% of spend Local - Location-based mobile media will double in market size by 2017 Mobile - half of email subscribers now open up emails in mobile , yet 42% of marketers rarely/never use responsive design in their emails. Sources: Internet retailer, Cisco
Content 2015 - Post Modern Engagement
THE RISE OF NATIVE CONTENT AND ADS
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
CONTENT 2015 – TREND #2 - VISUAL
Content 2015 - Post Modern Engagement
CONTENT 2015 – TREND #3 - PERSONALIZED “The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.’” • 41% of customers buy more when emails are personalized • 73% of shoppers prefer personalized experiences • …yet web personalization is currently 10th on list of marketing web priorities
Content 2015 - Post Modern Engagement
CONTENT 2015 – TREND #4 – HYPER-CONNECTED In developed worlds, we will each have 26 smart, connected objects per person by 2020.
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
CONTENT 2015 – TREND #5 - AUTOMATED The average lifespan of a tweet is 12 minutes; a Facebook post is 30 minutes. 64% of content marketers biggest challenge is producing enough content.
CONTENT 2015 – TREND #6 - IMMERSIVE
Content 2015 - Post Modern Engagement
CONTENT 2015 – TREND #7 - SMARTER 90% of the data in the world has been created over the last 2 years; only 1% of it is being analyzed, it will grow 12 fold to 40 zettabytes by 2020.
MOBILE LOCATION SOCIAL MEDIA3 CONTENT is Morphing – 6 Forces DATA SENSORS CROWDING @seanmoffitt 35
Content 2015 - Post Modern Engagement
CONTENT 2015 – COUNTERTREND - PRIVACY 53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Emotional
Open
Open
Content 2015 - Post Modern Engagement
Human
“Companies need to catch up to the way that humans now actually work and live. Customer context, timeliness and intimacy are a vital foundation for content.”
Agile
Behavioral
Personal
“There are more smart people outside your company, than within it. It’s the law of numbers, Be adaptive.” Reid Hoffman, LinkedIn
Crowds like to participate, but somebody has to lead them.
Curated
Curated
Customer- Centric
WE-Powered
“Lots of companies don't succeed over time. What do they fundamentally do wrong? They usually miss the future.” Larry Page, CEO, Google.
Content 2015 - Post Modern Engagement
Integrated
Innovative
Tech-enabled
New forms of content - The Connected Patient?
New forms of content - The Connected Car?
New forms of content - The Connected Home? Health: Automatically track blood pressure, weight, and activity Home Technology Application Areas Notify when someone is at the door, or when it opens or closes. Safety: Automatically light your entire path to the bathroom at Notify of water leaks Get an alert when night or flooding while medicine cabinet you’re away opens or closes Caregivers: Monitor fridge door to track mealtimes Get an reminder when the stove is left on
New forms of content - The Connected TV?
“In 2015, it all starts with the story. If you don’t have a good story, find it. And if you can’t tell a good story, learn.”
Immersive
Visual
Causeworthy
Causeworthy
“It’s not what you do with your product, it’s what they do with it.”
Shareable
Experience- Building
Solves Life
“Without strategy, content is just stuff, and the world has enough stuff.” Arjun Basu
Resourceful
Data-driven
Commerce-driven
Content Transformation • Ignore the 8 content trends at your peril • Get more resources behind your content plans, stick to them • When confronted by more emotion and more data-driven content as options, choose both • Develop a culture of content – top-down and bottom-up • Develop marketing competencies across all 7 Chief Content officer areas NOW – 18 months is not long
Content 2015 - Post Modern Engagement
18 months is a short time, where will we be in… @seanmoffitt #digiday14 @wikibrands
Content 2015 - Post Modern Engagement

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Content 2015 - Post Modern Engagement

  • 1. Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means CMA Digital Day Toronto October 20, 2014 Sean Moffitt Managing Director - Wikibrands @seanmoffitt Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
  • 2. DIGIDAY14 Content poll #digiday14 #wikibrands #content2015 @seanmoffitt @wikibrands
  • 5. Caveat – Even 18 Months in a Connected Age is a Very Short Time… Teenager’s Favourite Social Network 40% 20% 42% 12% 30% 23% Fall’12 Spring’13 Fall’13 Spring’14 Source: Piper Jaffray
  • 6. THE SELFIE is 18 MONTHS Old …
  • 7. “Content” represents a dramatic shift for marketing Creative Excellence content Excellence What brands Believe, know, OR HELP SOLVE AND STAndardized media EMBRACE OF new improve media and TEChnology What brands sell or feature
  • 8. THE IMPORTANCE OF CONTENT MArketing: The Industry - We are Doing It - 77% of brands in 2014 - …In More Places – Ave. of 12 Tactics/7 Platforms - …By Investing More - 78% say more $$$ in 2014 - …And It Frustrates Us – 95% of CMOs believe it is one of their
  • 9. Marketing Magazine Coverage Breakdown CONTENT ADVERTISING TECHNOLOGY 24% 19% 16% 18% 19% 17% 24% 12%
  • 10. So if everybody is getting better content and is sticking to their content plan, why is this happening…
  • 11. Email Performance Open Rates Clickthrough Rates 2006 2008 2010 2012 2014 Source: Epsilon
  • 12. Organic Reach of Content Published on Facebook Source: Ogilvy
  • 13. The Fight for Attention Minutes
  • 14. “Content Marketing is the only marketing left.” - Seth Godin -
  • 18. So…The Future? Emotional Content or Data-Driven Content
  • 19. CONTENT 2015 – TREND #1 – MORE Social - social commerce 3X as fast as ecommerce/ native social content & ads will be 40% of spend Local - Location-based mobile media will double in market size by 2017 Mobile - half of email subscribers now open up emails in mobile , yet 42% of marketers rarely/never use responsive design in their emails. Sources: Internet retailer, Cisco
  • 21. THE RISE OF NATIVE CONTENT AND ADS
  • 24. CONTENT 2015 – TREND #2 - VISUAL
  • 26. CONTENT 2015 – TREND #3 - PERSONALIZED “The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.’” • 41% of customers buy more when emails are personalized • 73% of shoppers prefer personalized experiences • …yet web personalization is currently 10th on list of marketing web priorities
  • 28. CONTENT 2015 – TREND #4 – HYPER-CONNECTED In developed worlds, we will each have 26 smart, connected objects per person by 2020.
  • 31. CONTENT 2015 – TREND #5 - AUTOMATED The average lifespan of a tweet is 12 minutes; a Facebook post is 30 minutes. 64% of content marketers biggest challenge is producing enough content.
  • 32. CONTENT 2015 – TREND #6 - IMMERSIVE
  • 34. CONTENT 2015 – TREND #7 - SMARTER 90% of the data in the world has been created over the last 2 years; only 1% of it is being analyzed, it will grow 12 fold to 40 zettabytes by 2020.
  • 35. MOBILE LOCATION SOCIAL MEDIA3 CONTENT is Morphing – 6 Forces DATA SENSORS CROWDING @seanmoffitt 35
  • 37. CONTENT 2015 – COUNTERTREND - PRIVACY 53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful
  • 42. Open
  • 43. Open
  • 45. Human
  • 46. “Companies need to catch up to the way that humans now actually work and live. Customer context, timeliness and intimacy are a vital foundation for content.”
  • 47. Agile
  • 50. “There are more smart people outside your company, than within it. It’s the law of numbers, Be adaptive.” Reid Hoffman, LinkedIn
  • 51. Crowds like to participate, but somebody has to lead them.
  • 56. “Lots of companies don't succeed over time. What do they fundamentally do wrong? They usually miss the future.” Larry Page, CEO, Google.
  • 61. New forms of content - The Connected Patient?
  • 62. New forms of content - The Connected Car?
  • 63. New forms of content - The Connected Home? Health: Automatically track blood pressure, weight, and activity Home Technology Application Areas Notify when someone is at the door, or when it opens or closes. Safety: Automatically light your entire path to the bathroom at Notify of water leaks Get an alert when night or flooding while medicine cabinet you’re away opens or closes Caregivers: Monitor fridge door to track mealtimes Get an reminder when the stove is left on
  • 64. New forms of content - The Connected TV?
  • 65. “In 2015, it all starts with the story. If you don’t have a good story, find it. And if you can’t tell a good story, learn.”
  • 70. “It’s not what you do with your product, it’s what they do with it.”
  • 74. “Without strategy, content is just stuff, and the world has enough stuff.” Arjun Basu
  • 78. Content Transformation • Ignore the 8 content trends at your peril • Get more resources behind your content plans, stick to them • When confronted by more emotion and more data-driven content as options, choose both • Develop a culture of content – top-down and bottom-up • Develop marketing competencies across all 7 Chief Content officer areas NOW – 18 months is not long
  • 80. 18 months is a short time, where will we be in… @seanmoffitt #digiday14 @wikibrands