Monday, June 22, 2015

Content And The Future Of B2B Marketing

Content And The Future Of B2B Marketing

The commercial web is just 30 years old. Social just turned 12. And the mobile web is even younger. In a relatively short period of time, these technologies have drastically changed our world. As consumers, brands and marketers, we create, consume and share massive amounts of information. How does a B2B brand compete with all the noise and reach your target customers with relevant and timely information?

In this presentation, Michael will provide a roadmap and examples of how brands need to reach buyers with stories that help and entertain them at the individual level. You will learn how to create content that people actually want to read and share. And how to turn that engagement into real buyers you can count and real revenue for your business.
Published in: Marketing

Transcript

  • 1. Michael Brenner NewsCred – Head of Strategy B2B Marketing Insider @BrennerMichael CONTENT AND THE FUTURE OF B2B MARKETING
  • 2. JUST 3 THINGS THE WORLD HAS CHANGED. MOST CONTENT STINKS. ATTRACT PEOPLE THROUGH STORIES THEY LOVE. @BrennerMichael
  • 3. THE FIRST TV AD - 1941 @BrennerMichael
  • 4. @BrennerMichael CAMEL AD - 1950
  • 5. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “
  • 6. @BrennerMichael APPLE “1984”
  • 7. P&G “Thank You Mom” - 2014
  • 8. Me, 20 pounds years ago @BrennerMichael
  • 9. Today we are all connected @BrennerMichael
  • 10. @BrennerMichael
  • 11. 4.75 billion PIECE OF CONTENT ARE SHARED 1.8 billion PHOTOS ARE UPLOADED AND SHARED 500 million TWEETS ARE POSTED 700 million SNAPCHATS ARE SENT THOUSANDS OF MARKETING MESSAGES @BrennerMichael
  • 12. WHAT IS GOING ON? @BrennerMichael
  • 13. WE TUNE OUT THE NOISE. @BrennerMichael
  • 14. Less likely to click on a banner than… @BrennerMichael
  • 15. @BrennerMichael
  • 16. 60-70% OF MARKETING CONTENT GOES COMPLETELY UNUSED @BrennerMichael
  • 17. @BrennerMichael
  • 18. BEHIND EVERY PIECE OF BAD CONTENT IS AN EXECUTIVE WHO ASKED FOR IT. TWEET THIS! @BrennerMichael
  • 19. 73% OF PEOPLE SURVEYED WOULDN’T CARE IF THE BRANDS THEY USE DISAPPEARED FROM THEIR LIFE. @BrennerMichael
  • 20. Content today must compete with pictures of babies and kittens.
  • 21. OF MILLENNIALS SAID THAT A COMPELLING ADVERTISEMENT WOULD MAKE THEM TRUST A BRAND MORE. 1% @BrennerMichael
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