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The Content Marketing Imperative - NewsCred Content Summit Summit 9-18

The content marketing imperative, the history of advertising and how brands can reach their audience through stories people want to read and share.

michaelbrenner
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The Content Marketing Imperative - NewsCred Content Summit Summit 9-18

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  1. The Content Marketing Imperative Michael Brenner NewsCred – Head of Strategy @BrennerMichael

  2. Great marketing is great storytelling

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

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

  5. Today we are all connected

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

  7. The first TV ad - 1941

  8. Camel ad - 1950

  9. Apple - “1984”

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

  11. The Internet - Mosaic browser 1993

  12. The first online banner ad - 1994

  13. Thank You Mom - 2014

  14. 60-70% of marketing content goes completely unused. (Sirius Decisions)

  15. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist)

  16. 80% of CEOs unsatisfiedwith CMOs (Fournaise Group)

  17. WTF is wrong with marketing?

  18. Newspaper Advertising Revenue: Adjusted for Inflation, 1950 to 2013

  19. Banners?You are morelikely to . . .

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

  21. Unilever Marketing Spend 2000-2015

  22. Unilever Marketing Spend 2000-2015

  23. Unilever Marketing Spend 2000-2015

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

  25. What will change in 2015? 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”

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

  27. Examples: Brand Entertainment

  28. Kmart 2014

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

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