Uploaded byHeather Taylor
Thought Leadership Disrupted: New Rules for the Content Age
The document discusses new rules for content marketing in today's digital environment. It argues that marketers need to shift from a "telling and selling" mindset to building relationships with customers. However, audiences are overwhelmed by the volume of content while marketers continue producing more. The key is to close the "content gap" by following four rules: 1) Less is more - return to fundamentals; 2) Give audiences what they want, not just what you want to provide; 3) Innovate formats and distribution; 4) Get out of your own way and focus on the customer journey, not stuffing them in your sales funnel. The goal is to make content useful and credible while engaging audiences on their terms.
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Thought Leadership Disrupted: New Rules for the Content Age
- 1. THOUGHT LEADERSHIP DISRUPTED: NEWRULES FOR THE CONTENT AGE Heather Taylor @HeatherATaylor
- 2. What we reallyneed is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships. Jim Stengel Former Global Marke3ng Officer Procter & Gamble
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- 4. WE ALL WANTTO CREATE RELATIONSHIPS WITH OUR CUSTOMERS
- 5. 5 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016" GOODTHINGS HAPPEN WHEN WE DO IT RIGHT CONSUME MORE SHARE MORE z PURCHASE MORE ADVOCATE MORE z
- 6. BUT THE PROBLEMIS, WE’RE DOING IT WRONG
- 7. 7 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016" AUDIENCESARE REACHING CONTENT OVERLOAD 3 in 5 global executives admit sometimes feeling confused or overwhelmed by the volume of content they encounter
- 8. 8 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016" YETMARKETERS KEEP CHURNING OUT CONTENT 80% of marketers plan to increase the amount of thought leadership content they produce Half of marketers believe <20% of current output gets engagement
- 9. ‘The challenge forB2B content is that it competes in a huge array of media fighting for time against other always-on entertainment.’ John Rudaizky, Brand & Marketing Leader, Partner, EY WE STILL NEED TO FIND A CONNECTION
- 10. SO HOW DOWE CLOSE THE CONTENT GAP?
- 11. LESS IS MORE RULE#1 RETURN TO THE FUNDAMENTALS
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- 13. Developed Market, ExploratoryContent Developed Market, Decision Based Content Emerging Market, Exploratory Content Emerging Market, Decision Based Content SHORT-FORM HIGHLY VISUAL & INTERACTIVE IN-DEPTH, TEXT-BASED CONTENT MOBILE LAPTOP DEVICE CONTENT FORMAT LOCATION & PURPOSE 1.19 billion people in APAC go online via mobile 90% of conversions on the Economist were generated via desktop pages The majority of emerging markets access content via feature phone 80% of BDMs are casually consuming mobile video clips 85% of execs report preferring text in the form of articles over video and audio when making business decisions
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- 16. GIVE THEM WHATTHEY WANT (AND NEED) NOT JUST WHAT YOU’RE WILLING TO GIVE RULE #2
- 17. 17 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016" EXECUTIVESARE HUNGRY FOR CONTENT
- 18. 18 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016" FOCUSON THE AUDIENCE’S INTERESTS
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- 20. 20 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016" ANDLAY OFF THE SALES PITCH
- 22. RULE #3 INNOVATE WITHDISTRIBUTION, FORMAT AND CADENCE
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- 27. MAKE SURE TOGET OUT OF YOUR OWN WAY RULE #4
- 28. 28 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016" MARKETERSARE STILL BATTLING INTERNAL DISCONNECTS
- 29. 29 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016" ANDLOOKING FOR ANSWERS IN ALL THE WRONG PLACES
- 30. WE MUST REMEMBER: IT’STHEIR JOURNEY THAT MATTERS…
- 31. …NOT TRYING TOSTUFF THEM IN OUR SALES FUNNEL
- 32. SO WHAT AREYOU GOING TO DO?
- 33.