SlideShare une entreprise Scribd logo
1  sur  73
Télécharger pour lire hors ligne
5fccf5
Top 7 

Content Marketing 

Trends that Matter 

in 2017
Being great at content marketing was harder to do in 2016 than ever
before. That’s because there’s more content in more places, with more
topics and more faces.
And that trend isn’t going to stop in 2017 — it’s only going to multiply. The
key is going to be understanding how to take a more nuanced, informed
approach, so your content works smarter and harder.
We want to help you do just that, so we’ve compiled a guide of the top 7
trends that matter most in 2017.
Hope you enjoy!
Mapping customer 

micro-moments1
2017
Photo credit: Cristian Ungureanu
Traditional
marketing funnels
are going the way
of the dinosaur
☒
That’s because customer experiences
aren’t measured in pieces of a funnel
Awareness
In-store buying experience moments
Conversion
Retention
Customer experiences are created in
micro-moments
Visits store
In-store buying experience moments
Visits competitor retail
website
Looks up reviews 

on Amazon
Compares prices
on phone
Cashier won’t 

price match
Waits in line 

at store, browses
phone
Sees content for
online price matching
Gets retargeted by
competitor
Complaints on social
are ignored
What is a 

micro-moment?
?An intent-rich moment when a person turns to a
device to act on a need—to know, go, do or buy.
Credit: Think with Google
To understand how to reach
customers in the right place, at
the right time,
brands need to map users’
micro-moments,

from start to finish.
Start by plotting every interaction on their
path and their happiness level at each step
Start by plotting every interaction on their
path and their happiness level at each step
Visits store
In-store buying experience moments
Visits competitor retail
website
Looks up reviews 

on Amazon Waits in line 

at store, browses
phone
Sees content for
online price matching
Compares prices
on phone
Cashier won’t 

price match
😃
!
😡😐
!
😃
!
!
Gets retargeted by
competitor
Complaints on social
are ignored
😐
DON’T DO THIS
Determine what content was most useful to
them in making a decision
Determine what content was most useful to
them in making a decision
Visits store
In-store buying experience moments
Visits competitor retail
website
Looks up reviews 

on Amazon
Compares prices
on phone
Cashier won’t 

price match
Product 

page
Ratings &
reviews
Comparison 

blog
Other user

complaints
Waits in line 

at store, browses
phone
Sees content for
online price matching
Gets retargeted by
competitor
Complaints on social
are ignored
Understand what content could have been
more useful to them
Understand what content could have been
more useful to them
Visits store
In-store buying experience moments
Visits competitor retail
website
Looks up reviews 

on Amazon
Compares prices
on phone
Cashier won’t 

price match
Customer

service

response
Better product 

information
Clear price

matching policy
Retargeting
paid ad
Waits in line 

at store, browses
phone
Sees content for
online price matching
Gets retargeted by
competitor
Complaints on social
are ignored
Clarify 

price matching
Analyze how multiple, different channels
work together to support your customers
Analyze how multiple, different channels
work together to support your customers
Visits store
Customer journey map example: purchasing a product in-store
Visits competitor retail
website
Looks up reviews 

on Amazon
Compares prices
on phone
Cashier won’t 

price match
Gets retargeted by
competitor
Complaints on social
are ignored
website
Waits in line 

at store, browses
phone
Sees content for
online price matching
website
website
in person
social/

website
website
social
paid 

media
in person
Once you map your customers’ 

micro-moments, you can deliver truly 

helpful content — the very moment your
customers need it.
Need help mapping 

your customers’
micro-moments?
?We can help.
now@convinceandconvert.com
Creating content for
current customers2
2017
40%40%of existing B2B business
comes from existing customers
2%2% of budgets are allocated
to keeping those customers
yet only
5new
shoppers
Retailers must 

bring in 5new
shoppers
to equal one
repeat purchaser
“Creating content 

only for acquisition 

is crazy.”
1/3 of complaints are NEVER
answered, most of them 

in social media.
Customer service is treated as a necessary
evil, but that’s when content for customer
retention becomes critical
You should answer
Every Complaint,
in Every Channel,
Every Time
Social platforms are even
catching on to in-channel
customer service.
Facebook users can now chat
with brands directly through
Messenger.
However, many don’t
use private contact
methods for
customer service
!Thanks to social media, customer service
has become a spectator sport
5
expect a reply in
complain in social media40%40%
6060minutes.
The average response time
from businesses is
5hours!
of customers who
!And all of it
has a financial
impact on
acquisition
and retention
In order to
know what
works, 

you have to
test content
$
that retains,that retains,
not just attracts.
Create content
Every content marketer in 2017
Create content
should be listening to their
customers and creating
retention-focused content.
not just attracts.
We think it’s so critical,
we created a course for it
50+ Videos
8 Modules
Learn exactly how to IMPROVE
customer retention, BOOST profits
and turn customers into
VOLUNTEER marketers.
It’s one 

click away!
KEEPYOURCUSTOMERSCOURSE.COM
On-the-fly 

content creation3
2017
Photo credit: Jason Howie
Buzzfeed Tasty has filmed and
posted dozens of recipe how-
to videos
Each with thousands or 

millions of views
In the time it takes to film one
traditional :30 commercial…
With real-time marketing, time
is a luxury we 

can’t afford.
That means branded content
can no longer be crafted to
glossy advertising perfection.
But just remember…
Creating

content quickly
≠
Creating

content poorly
Social platforms have made it
easier to adapt, by building
in-app storytelling
and editing capabilities
Native slideshows, videos,

text overlays, music, filters and more
✓
Some mobile devices are also
faster and can even outperform
professional cameras
“If you're a hardcore photographer, go for the
iPhone 7 Plus.” - CNET
✓
Specially made mobile device
accessories are cheaper and
more accessible to today’s
modern marketers
Tripods + mobile camera lenses
+ editing apps 

= amazing content
✓
Now, all marketers need to
create high-quality, on-the-fly 

content is a mobile device 

(or two) and some know-how
📱
Brands move from
fiction to non-fiction4
2017
Photo credit: Rupa Panda
Businesses are obsessed with storytelling. 

Even we talk about it all the time.
podcast
Listen to the latest
episode online!
But the pendulum
is swinging the
other way, 

and fast
!Storytelling will make a shift to nonfiction, 

whether brands like it or not
Unfortunately,
some brand
stories are 

just that…
Polished
…works of
fiction
Real
They don’t want to be
sold to. They want to
buy in on their own.
Consumers are getting
savvier about spotting
marketing wolves in
sheep’s clothing
Now that live video is
becoming the 

new social media standard,
brands need to embrace
unfiltered, documentary-style
communication…
warts and all.
Even Southwest’s
COO recently issued
a real, newsroom-
style apology via
Facebook Live
2017 will be the year we find out 

what happens when brands 

stop being polished, 

and start getting real
Need help moving your brand to
nonfiction? 

We’ve got you covered
now@convinceandconvert.com
?
Content testing5
2017
"If you’re not ‘all in’ with your
content marketing program,
you should stop.”
- Joe Pulizzi
Content Marketing World 2016
What exactly 

does that mean?
?
"Slow the *&%^$ down and
do your content marketing
right — or don’t do it at all.”
- Ann Handley
After the latest Content Marketing Institute
survey results, it’s easy to see why this
mandate was given
89%
of marketers 

are using content
marketing
!But only
19% think current efforts
are very successful
62%
say their efforts are
more effective than
last year
!41% have clarity on content
marketing success
But only
41%
say they are 

very committed to
content marketing
But only
37% have a documented
content marketing
strategy
!
!In order to go
“all in,”

you have to
know what
works
In order to
know what
works, 

you have to
test content
?
!In order to go
“all in,”

you have to
know what
works
In order to
know what
works, 

you have to
test content
✓
-20%
more 

conversions
+50%+50%
-20%
paid 

spend
Testing helps everyone 

slow down and 

see what’s working
A/B Testing
Multivariate Test
Examples only. Not actual results.
Back up your decisions with content testing, 

they you can choose to go big, or get out.
0
17.5
35
52.5
70
0
15
30
45
60
Test 1 Test 2 Test 3 Test 4
Get out!
Go big!
Augmented reality 

and virtual reality6
2017
Photo credit: OyundariZorigtbaata
Pokemon Go was one of the biggest
successes of 2016
Biggest mobile game

in US history
Surpassed Twitter for 

daily active users
Higher engagement time 

than Facebook


in US history


daily active users


than Facebook
Source: Techcrunch
Part of its success
was the use of
augmented reality,
which overlays
digital information
onto our physical
environment
https://www.nianticlabs.com
But it wasn't the
first to embrace 

augmented reality
Pokemon Go may have be a 

cultural phenomenon…
Snapchat’s now-
famous filters use
augmented
reality to enhance
the simple selfie
In 2009, 

Yelp Monocle
layered digital
reviews onto
physical streets
Photo credit: David Berkowitz
!For most brands, augmented
reality will most likely be a
longer-term initiative
However, early adopters will use 2017 as
their testing playground
Testing 

smart windshields 

and displays
Testing virtual 

Modiface 

mirrors in some stores
Augmented reality won’t
work for every brand…
… but those who use it in
meaningful ways will be able
to break new customer
engagement ground
Goodbye, specialist. 

Hello, generalist.7
2017
Historically, marketers defined
themselves by their specialty
I’m an 

email marketer.
I’m an

SEO strategist.
I’m a social media
specialist.
Defining ourselves by siloed, vertical titles
has led to siloed, vertical work
I’m an 

email marketer, but I
don’t code.
I’m an

SEO strategist, but I
don’t create content.
I’m a social media
specialist, but I don’t
design.
It's time to say goodbye to the
specialist, and hello to the generalist
Hello! I do a little bit
of everything.
That’s because technology has leveled
the playing field
Investment in and access to
new tools has enhanced
marketers’ skills.
In addition, platforms have
made it easier for users of all
skill levels and abilities.
In 2017, the best marketers will know
just enough outside their specialty to
be dangerous
I’m an 

email marketer,
AND I know HTML.
I’m an

SEO strategist, AND
I help create
branded content.
I’m a social media
specialist, AND I
know photoshop.
Soon, it will be acceptable to simply say:
“I am a marketer”
I am a marketer.I am a marketer. I am a marketer.
Before you throw out the org chart and
do away with titles, just know:
Every single member of your
team should be on board with
becoming a generalist
Finding the right team
members will require hiring for
outlook as much as hiring for
skills.
now@convinceandconvert.com
602.616.1895
www.convinceandconvert.com

Contenu connexe

Tendances

The CMO Blueprint for Account-Based Marketing
The CMO Blueprint for Account-Based MarketingThe CMO Blueprint for Account-Based Marketing
The CMO Blueprint for Account-Based MarketingJay Baer
 
2019 SITEC E-Commerce Course 201 CN: Content Management by Wing Hong
2019 SITEC E-Commerce Course 201 CN: Content Management by Wing Hong2019 SITEC E-Commerce Course 201 CN: Content Management by Wing Hong
2019 SITEC E-Commerce Course 201 CN: Content Management by Wing Hongsitecmy
 
Everyday Behavioral Science
Everyday Behavioral ScienceEveryday Behavioral Science
Everyday Behavioral ScienceAggregage
 
Content Marketing - Planning, Publishing & Measuring
Content Marketing - Planning, Publishing & MeasuringContent Marketing - Planning, Publishing & Measuring
Content Marketing - Planning, Publishing & MeasuringAria
 
2015 American Pantry Study: Tracking consumer shopping patterns
2015 American Pantry Study: Tracking consumer shopping patterns2015 American Pantry Study: Tracking consumer shopping patterns
2015 American Pantry Study: Tracking consumer shopping patternsDeloitte United States
 
The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015Content Marketing Institute
 
The Future Of B2B Marketing / By @TheCoolestCool
The Future Of B2B Marketing / By @TheCoolestCoolThe Future Of B2B Marketing / By @TheCoolestCool
The Future Of B2B Marketing / By @TheCoolestCoolRoss Simmonds
 
Digital Marketing Strategy 101
Digital Marketing Strategy 101Digital Marketing Strategy 101
Digital Marketing Strategy 101Dena Walker
 
The B2B Buyers Journey Sales Guide eBook
The B2B Buyers Journey Sales Guide eBookThe B2B Buyers Journey Sales Guide eBook
The B2B Buyers Journey Sales Guide eBookMark Gibson
 
Predictions from the front-line of B2B Marketing 2016
Predictions from the front-line of B2B Marketing 2016Predictions from the front-line of B2B Marketing 2016
Predictions from the front-line of B2B Marketing 2016Earnest
 
5 Social Media Tactics to Enhance Your 2020 Holiday Marketing Strategy
5 Social Media Tactics to Enhance Your 2020 Holiday Marketing Strategy5 Social Media Tactics to Enhance Your 2020 Holiday Marketing Strategy
5 Social Media Tactics to Enhance Your 2020 Holiday Marketing StrategyIgnite Social Media
 
Trends + Trendsetters: The Best in B2B Technology Content Marketing
Trends + Trendsetters: The Best in B2B Technology Content MarketingTrends + Trendsetters: The Best in B2B Technology Content Marketing
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
 
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaContent Marketing Institute
 
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...Content Marketing Institute
 
Personas and Content Marketing
Personas and Content MarketingPersonas and Content Marketing
Personas and Content MarketingMarketo
 
How to grow_affinites_10Dec2015
How to grow_affinites_10Dec2015How to grow_affinites_10Dec2015
How to grow_affinites_10Dec2015Simon Gent
 
Digital Marketing for 2016
Digital Marketing for 2016Digital Marketing for 2016
Digital Marketing for 2016Tony Passey
 
A Guide to Social Media Marketing Measurement
A Guide to Social Media Marketing MeasurementA Guide to Social Media Marketing Measurement
A Guide to Social Media Marketing MeasurementMark Schaefer
 

Tendances (20)

The CMO Blueprint for Account-Based Marketing
The CMO Blueprint for Account-Based MarketingThe CMO Blueprint for Account-Based Marketing
The CMO Blueprint for Account-Based Marketing
 
2019 SITEC E-Commerce Course 201 CN: Content Management by Wing Hong
2019 SITEC E-Commerce Course 201 CN: Content Management by Wing Hong2019 SITEC E-Commerce Course 201 CN: Content Management by Wing Hong
2019 SITEC E-Commerce Course 201 CN: Content Management by Wing Hong
 
Everyday Behavioral Science
Everyday Behavioral ScienceEveryday Behavioral Science
Everyday Behavioral Science
 
Content Marketing - Planning, Publishing & Measuring
Content Marketing - Planning, Publishing & MeasuringContent Marketing - Planning, Publishing & Measuring
Content Marketing - Planning, Publishing & Measuring
 
2015 American Pantry Study: Tracking consumer shopping patterns
2015 American Pantry Study: Tracking consumer shopping patterns2015 American Pantry Study: Tracking consumer shopping patterns
2015 American Pantry Study: Tracking consumer shopping patterns
 
The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015
 
The Future Of B2B Marketing / By @TheCoolestCool
The Future Of B2B Marketing / By @TheCoolestCoolThe Future Of B2B Marketing / By @TheCoolestCool
The Future Of B2B Marketing / By @TheCoolestCool
 
Digital Marketing Strategy 101
Digital Marketing Strategy 101Digital Marketing Strategy 101
Digital Marketing Strategy 101
 
The B2B Buyers Journey Sales Guide eBook
The B2B Buyers Journey Sales Guide eBookThe B2B Buyers Journey Sales Guide eBook
The B2B Buyers Journey Sales Guide eBook
 
Predictions from the front-line of B2B Marketing 2016
Predictions from the front-line of B2B Marketing 2016Predictions from the front-line of B2B Marketing 2016
Predictions from the front-line of B2B Marketing 2016
 
5 Social Media Tactics to Enhance Your 2020 Holiday Marketing Strategy
5 Social Media Tactics to Enhance Your 2020 Holiday Marketing Strategy5 Social Media Tactics to Enhance Your 2020 Holiday Marketing Strategy
5 Social Media Tactics to Enhance Your 2020 Holiday Marketing Strategy
 
Trends + Trendsetters: The Best in B2B Technology Content Marketing
Trends + Trendsetters: The Best in B2B Technology Content MarketingTrends + Trendsetters: The Best in B2B Technology Content Marketing
Trends + Trendsetters: The Best in B2B Technology Content Marketing
 
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
 
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
 
Mobile Marketing Tips
Mobile Marketing Tips Mobile Marketing Tips
Mobile Marketing Tips
 
Personas and Content Marketing
Personas and Content MarketingPersonas and Content Marketing
Personas and Content Marketing
 
How to grow_affinites_10Dec2015
How to grow_affinites_10Dec2015How to grow_affinites_10Dec2015
How to grow_affinites_10Dec2015
 
Digital Marketing for 2016
Digital Marketing for 2016Digital Marketing for 2016
Digital Marketing for 2016
 
A Guide to Social Media Marketing Measurement
A Guide to Social Media Marketing MeasurementA Guide to Social Media Marketing Measurement
A Guide to Social Media Marketing Measurement
 
CMR inspiration talk
CMR inspiration talkCMR inspiration talk
CMR inspiration talk
 

Similaire à 7 Content Marketing Trends That Matter in 2017

IDI Conference 2015 - Is social media a useful business tool or a waste of time?
IDI Conference 2015 - Is social media a useful business tool or a waste of time?IDI Conference 2015 - Is social media a useful business tool or a waste of time?
IDI Conference 2015 - Is social media a useful business tool or a waste of time?Marketing CoPilot - Marie Wiese
 
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...Rohit Kumar
 
5 B2B Content Marketing Hacks to Drive More Leads
5 B2B Content Marketing Hacks to Drive More Leads5 B2B Content Marketing Hacks to Drive More Leads
5 B2B Content Marketing Hacks to Drive More LeadsDemandWave
 
2014 05-22 post purchase communications - dmx - small
2014 05-22 post purchase communications - dmx - small2014 05-22 post purchase communications - dmx - small
2014 05-22 post purchase communications - dmx - smallSteven Wong
 
10 Post-Purchase Communications that You Can Automate TODAY!
10 Post-Purchase Communications that You Can Automate TODAY!10 Post-Purchase Communications that You Can Automate TODAY!
10 Post-Purchase Communications that You Can Automate TODAY!DMXENGAGE
 
Turning The Tide
Turning The TideTurning The Tide
Turning The TideHarsha MV
 
8 Essentials of B2B Marketing
8 Essentials of B2B Marketing8 Essentials of B2B Marketing
8 Essentials of B2B MarketingTodd Ebert
 
Crafted Media - the state of ecommerce
Crafted Media - the state of ecommerceCrafted Media - the state of ecommerce
Crafted Media - the state of ecommerceCrafted
 
How to build a strong content marketing strategy that's organic and authentic
How to build a strong content marketing strategy that's organic and authenticHow to build a strong content marketing strategy that's organic and authentic
How to build a strong content marketing strategy that's organic and authenticAffiliate Summit
 
From Boring to Scoring: How B2Bs can build brand trust using social media
From Boring to Scoring: How B2Bs can build brand trust using social mediaFrom Boring to Scoring: How B2Bs can build brand trust using social media
From Boring to Scoring: How B2Bs can build brand trust using social mediaGabrielle Retcho, Digital Marketer
 
Content Marketing Masterclass
Content Marketing MasterclassContent Marketing Masterclass
Content Marketing MasterclassGetCraft
 
Catalog Design Revolution The Consumer Demand for a New Medium
Catalog Design Revolution The Consumer Demand for a New MediumCatalog Design Revolution The Consumer Demand for a New Medium
Catalog Design Revolution The Consumer Demand for a New MediumVivastream
 
An Enlightened B2B Vision – The Five Pillars Of Omnichannel Nirvana
An Enlightened B2B Vision – The Five Pillars Of Omnichannel NirvanaAn Enlightened B2B Vision – The Five Pillars Of Omnichannel Nirvana
An Enlightened B2B Vision – The Five Pillars Of Omnichannel NirvanaEliot Sykes
 
The 2017 State of B2B Digital Marketing Report
The 2017 State of B2B Digital Marketing ReportThe 2017 State of B2B Digital Marketing Report
The 2017 State of B2B Digital Marketing ReportDemandWave
 
Linqia 7 tips for influencer marketing in 2019
Linqia 7 tips for influencer marketing in 2019Linqia 7 tips for influencer marketing in 2019
Linqia 7 tips for influencer marketing in 2019Linqia
 
The Landscape of Influencer Marketing in 2017
The Landscape of Influencer Marketing in 2017The Landscape of Influencer Marketing in 2017
The Landscape of Influencer Marketing in 2017Ogilvy Consulting
 
Proven Marketing Systems To Grow Your Business With Online Reputation, Social...
Proven Marketing Systems To Grow Your Business With Online Reputation, Social...Proven Marketing Systems To Grow Your Business With Online Reputation, Social...
Proven Marketing Systems To Grow Your Business With Online Reputation, Social...MdSaifulIslam289
 
Brisbane Shopify Meetup - 4th Oct 2018
Brisbane Shopify Meetup - 4th Oct 2018 Brisbane Shopify Meetup - 4th Oct 2018
Brisbane Shopify Meetup - 4th Oct 2018 Reload Media
 

Similaire à 7 Content Marketing Trends That Matter in 2017 (20)

LOVE MY BUSINESSES
LOVE MY BUSINESSESLOVE MY BUSINESSES
LOVE MY BUSINESSES
 
IDI Conference 2015 - Is social media a useful business tool or a waste of time?
IDI Conference 2015 - Is social media a useful business tool or a waste of time?IDI Conference 2015 - Is social media a useful business tool or a waste of time?
IDI Conference 2015 - Is social media a useful business tool or a waste of time?
 
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
Invited to speak at the HYSEA Annual Summit - "Use Social Media for your Bran...
 
5 B2B Content Marketing Hacks to Drive More Leads
5 B2B Content Marketing Hacks to Drive More Leads5 B2B Content Marketing Hacks to Drive More Leads
5 B2B Content Marketing Hacks to Drive More Leads
 
2014 05-22 post purchase communications - dmx - small
2014 05-22 post purchase communications - dmx - small2014 05-22 post purchase communications - dmx - small
2014 05-22 post purchase communications - dmx - small
 
10 Post-Purchase Communications that You Can Automate TODAY!
10 Post-Purchase Communications that You Can Automate TODAY!10 Post-Purchase Communications that You Can Automate TODAY!
10 Post-Purchase Communications that You Can Automate TODAY!
 
Turning The Tide
Turning The TideTurning The Tide
Turning The Tide
 
8 Essentials of B2B Marketing
8 Essentials of B2B Marketing8 Essentials of B2B Marketing
8 Essentials of B2B Marketing
 
2018 loyalty-guide-fnl
2018 loyalty-guide-fnl2018 loyalty-guide-fnl
2018 loyalty-guide-fnl
 
Crafted Media - the state of ecommerce
Crafted Media - the state of ecommerceCrafted Media - the state of ecommerce
Crafted Media - the state of ecommerce
 
How to build a strong content marketing strategy that's organic and authentic
How to build a strong content marketing strategy that's organic and authenticHow to build a strong content marketing strategy that's organic and authentic
How to build a strong content marketing strategy that's organic and authentic
 
From Boring to Scoring: How B2Bs can build brand trust using social media
From Boring to Scoring: How B2Bs can build brand trust using social mediaFrom Boring to Scoring: How B2Bs can build brand trust using social media
From Boring to Scoring: How B2Bs can build brand trust using social media
 
Content Marketing Masterclass
Content Marketing MasterclassContent Marketing Masterclass
Content Marketing Masterclass
 
Catalog Design Revolution The Consumer Demand for a New Medium
Catalog Design Revolution The Consumer Demand for a New MediumCatalog Design Revolution The Consumer Demand for a New Medium
Catalog Design Revolution The Consumer Demand for a New Medium
 
An Enlightened B2B Vision – The Five Pillars Of Omnichannel Nirvana
An Enlightened B2B Vision – The Five Pillars Of Omnichannel NirvanaAn Enlightened B2B Vision – The Five Pillars Of Omnichannel Nirvana
An Enlightened B2B Vision – The Five Pillars Of Omnichannel Nirvana
 
The 2017 State of B2B Digital Marketing Report
The 2017 State of B2B Digital Marketing ReportThe 2017 State of B2B Digital Marketing Report
The 2017 State of B2B Digital Marketing Report
 
Linqia 7 tips for influencer marketing in 2019
Linqia 7 tips for influencer marketing in 2019Linqia 7 tips for influencer marketing in 2019
Linqia 7 tips for influencer marketing in 2019
 
The Landscape of Influencer Marketing in 2017
The Landscape of Influencer Marketing in 2017The Landscape of Influencer Marketing in 2017
The Landscape of Influencer Marketing in 2017
 
Proven Marketing Systems To Grow Your Business With Online Reputation, Social...
Proven Marketing Systems To Grow Your Business With Online Reputation, Social...Proven Marketing Systems To Grow Your Business With Online Reputation, Social...
Proven Marketing Systems To Grow Your Business With Online Reputation, Social...
 
Brisbane Shopify Meetup - 4th Oct 2018
Brisbane Shopify Meetup - 4th Oct 2018 Brisbane Shopify Meetup - 4th Oct 2018
Brisbane Shopify Meetup - 4th Oct 2018
 

Plus de Jay Baer

11 Required Elements to YouTube Success
11 Required Elements to YouTube Success11 Required Elements to YouTube Success
11 Required Elements to YouTube SuccessJay Baer
 
Convince & Convert Media Kit
Convince & Convert Media KitConvince & Convert Media Kit
Convince & Convert Media KitJay Baer
 
How Fast is Fast Enough: New research shows how fast companies have to respo...
How Fast is Fast Enough:  New research shows how fast companies have to respo...How Fast is Fast Enough:  New research shows how fast companies have to respo...
How Fast is Fast Enough: New research shows how fast companies have to respo...Jay Baer
 
Smarketing - Sales and Marketing Cooperation is Doable and Powerful
Smarketing  - Sales and Marketing Cooperation is Doable and PowerfulSmarketing  - Sales and Marketing Cooperation is Doable and Powerful
Smarketing - Sales and Marketing Cooperation is Doable and PowerfulJay Baer
 
It's time to own your social community
It's time to own your social communityIt's time to own your social community
It's time to own your social communityJay Baer
 
Four Photography Tips for Social Media #smsecrets
Four Photography Tips for Social Media #smsecretsFour Photography Tips for Social Media #smsecrets
Four Photography Tips for Social Media #smsecretsJay Baer
 
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsCreate a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
 
How to fix your marketing blind spot
How to fix your marketing blind spot How to fix your marketing blind spot
How to fix your marketing blind spot Jay Baer
 
The 8 Things Online Influencers Can Do For You
The 8 Things Online Influencers Can Do For YouThe 8 Things Online Influencers Can Do For You
The 8 Things Online Influencers Can Do For YouJay Baer
 
Shotguns trump rifles: Why social media strategy is now a volume play
Shotguns trump rifles: Why social media strategy is now a volume playShotguns trump rifles: Why social media strategy is now a volume play
Shotguns trump rifles: Why social media strategy is now a volume playJay Baer
 
The Best of Twitter 20
The Best of Twitter 20The Best of Twitter 20
The Best of Twitter 20Jay Baer
 
7 Ingredients for Employee Social Media Advocacy
7 Ingredients for Employee Social Media Advocacy7 Ingredients for Employee Social Media Advocacy
7 Ingredients for Employee Social Media AdvocacyJay Baer
 
Crushing 11 Big Myths About Social Media and Content Marketing
Crushing 11 Big Myths About Social Media and Content MarketingCrushing 11 Big Myths About Social Media and Content Marketing
Crushing 11 Big Myths About Social Media and Content MarketingJay Baer
 
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free ExcerptYoutility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free ExcerptJay Baer
 
Youtility - Why Smart Marketing is About Help Not Hype
Youtility -  Why Smart Marketing is About Help Not HypeYoutility -  Why Smart Marketing is About Help Not Hype
Youtility - Why Smart Marketing is About Help Not HypeJay Baer
 
21 Quotes That Will Change the Way You Think About Marketing
21 Quotes That Will Change the Way You Think About Marketing21 Quotes That Will Change the Way You Think About Marketing
21 Quotes That Will Change the Way You Think About MarketingJay Baer
 
Creating Winning Social Media Strategies in 8 Steps
Creating Winning Social Media Strategies in 8 StepsCreating Winning Social Media Strategies in 8 Steps
Creating Winning Social Media Strategies in 8 StepsJay Baer
 
The Power of Everything
The Power of EverythingThe Power of Everything
The Power of EverythingJay Baer
 
When Do You Promote a Facebook Post?
When Do You Promote a Facebook Post?When Do You Promote a Facebook Post?
When Do You Promote a Facebook Post?Jay Baer
 
23 social and digital services agencies should offer
23 social and digital services agencies should offer23 social and digital services agencies should offer
23 social and digital services agencies should offerJay Baer
 

Plus de Jay Baer (20)

11 Required Elements to YouTube Success
11 Required Elements to YouTube Success11 Required Elements to YouTube Success
11 Required Elements to YouTube Success
 
Convince & Convert Media Kit
Convince & Convert Media KitConvince & Convert Media Kit
Convince & Convert Media Kit
 
How Fast is Fast Enough: New research shows how fast companies have to respo...
How Fast is Fast Enough:  New research shows how fast companies have to respo...How Fast is Fast Enough:  New research shows how fast companies have to respo...
How Fast is Fast Enough: New research shows how fast companies have to respo...
 
Smarketing - Sales and Marketing Cooperation is Doable and Powerful
Smarketing  - Sales and Marketing Cooperation is Doable and PowerfulSmarketing  - Sales and Marketing Cooperation is Doable and Powerful
Smarketing - Sales and Marketing Cooperation is Doable and Powerful
 
It's time to own your social community
It's time to own your social communityIt's time to own your social community
It's time to own your social community
 
Four Photography Tips for Social Media #smsecrets
Four Photography Tips for Social Media #smsecretsFour Photography Tips for Social Media #smsecrets
Four Photography Tips for Social Media #smsecrets
 
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsCreate a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
 
How to fix your marketing blind spot
How to fix your marketing blind spot How to fix your marketing blind spot
How to fix your marketing blind spot
 
The 8 Things Online Influencers Can Do For You
The 8 Things Online Influencers Can Do For YouThe 8 Things Online Influencers Can Do For You
The 8 Things Online Influencers Can Do For You
 
Shotguns trump rifles: Why social media strategy is now a volume play
Shotguns trump rifles: Why social media strategy is now a volume playShotguns trump rifles: Why social media strategy is now a volume play
Shotguns trump rifles: Why social media strategy is now a volume play
 
The Best of Twitter 20
The Best of Twitter 20The Best of Twitter 20
The Best of Twitter 20
 
7 Ingredients for Employee Social Media Advocacy
7 Ingredients for Employee Social Media Advocacy7 Ingredients for Employee Social Media Advocacy
7 Ingredients for Employee Social Media Advocacy
 
Crushing 11 Big Myths About Social Media and Content Marketing
Crushing 11 Big Myths About Social Media and Content MarketingCrushing 11 Big Myths About Social Media and Content Marketing
Crushing 11 Big Myths About Social Media and Content Marketing
 
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free ExcerptYoutility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt
 
Youtility - Why Smart Marketing is About Help Not Hype
Youtility -  Why Smart Marketing is About Help Not HypeYoutility -  Why Smart Marketing is About Help Not Hype
Youtility - Why Smart Marketing is About Help Not Hype
 
21 Quotes That Will Change the Way You Think About Marketing
21 Quotes That Will Change the Way You Think About Marketing21 Quotes That Will Change the Way You Think About Marketing
21 Quotes That Will Change the Way You Think About Marketing
 
Creating Winning Social Media Strategies in 8 Steps
Creating Winning Social Media Strategies in 8 StepsCreating Winning Social Media Strategies in 8 Steps
Creating Winning Social Media Strategies in 8 Steps
 
The Power of Everything
The Power of EverythingThe Power of Everything
The Power of Everything
 
When Do You Promote a Facebook Post?
When Do You Promote a Facebook Post?When Do You Promote a Facebook Post?
When Do You Promote a Facebook Post?
 
23 social and digital services agencies should offer
23 social and digital services agencies should offer23 social and digital services agencies should offer
23 social and digital services agencies should offer
 

Dernier

Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
מיסוי רילוקיישן לפורטוגל- היבטי מיסוי ישראלי ופורטוגלי
מיסוי רילוקיישן לפורטוגל- היבטי מיסוי ישראלי ופורטוגלימיסוי רילוקיישן לפורטוגל- היבטי מיסוי ישראלי ופורטוגלי
מיסוי רילוקיישן לפורטוגל- היבטי מיסוי ישראלי ופורטוגליBen Shushan & Co. C.P.A (Isr.)
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 

Dernier (20)

Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
מיסוי רילוקיישן לפורטוגל- היבטי מיסוי ישראלי ופורטוגלי
מיסוי רילוקיישן לפורטוגל- היבטי מיסוי ישראלי ופורטוגלימיסוי רילוקיישן לפורטוגל- היבטי מיסוי ישראלי ופורטוגלי
מיסוי רילוקיישן לפורטוגל- היבטי מיסוי ישראלי ופורטוגלי
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 

7 Content Marketing Trends That Matter in 2017

  • 1. 5fccf5 Top 7 
 Content Marketing 
 Trends that Matter 
 in 2017
  • 2. Being great at content marketing was harder to do in 2016 than ever before. That’s because there’s more content in more places, with more topics and more faces. And that trend isn’t going to stop in 2017 — it’s only going to multiply. The key is going to be understanding how to take a more nuanced, informed approach, so your content works smarter and harder. We want to help you do just that, so we’ve compiled a guide of the top 7 trends that matter most in 2017. Hope you enjoy!
  • 4. Traditional marketing funnels are going the way of the dinosaur ☒
  • 5. That’s because customer experiences aren’t measured in pieces of a funnel Awareness In-store buying experience moments Conversion Retention
  • 6. Customer experiences are created in micro-moments Visits store In-store buying experience moments Visits competitor retail website Looks up reviews 
 on Amazon Compares prices on phone Cashier won’t 
 price match Waits in line 
 at store, browses phone Sees content for online price matching Gets retargeted by competitor Complaints on social are ignored
  • 7. What is a 
 micro-moment? ?An intent-rich moment when a person turns to a device to act on a need—to know, go, do or buy. Credit: Think with Google
  • 8. To understand how to reach customers in the right place, at the right time, brands need to map users’ micro-moments,
 from start to finish.
  • 9. Start by plotting every interaction on their path and their happiness level at each step Start by plotting every interaction on their path and their happiness level at each step Visits store In-store buying experience moments Visits competitor retail website Looks up reviews 
 on Amazon Waits in line 
 at store, browses phone Sees content for online price matching Compares prices on phone Cashier won’t 
 price match 😃 ! 😡😐 ! 😃 ! ! Gets retargeted by competitor Complaints on social are ignored 😐 DON’T DO THIS
  • 10. Determine what content was most useful to them in making a decision Determine what content was most useful to them in making a decision Visits store In-store buying experience moments Visits competitor retail website Looks up reviews 
 on Amazon Compares prices on phone Cashier won’t 
 price match Product 
 page Ratings & reviews Comparison 
 blog Other user
 complaints Waits in line 
 at store, browses phone Sees content for online price matching Gets retargeted by competitor Complaints on social are ignored
  • 11. Understand what content could have been more useful to them Understand what content could have been more useful to them Visits store In-store buying experience moments Visits competitor retail website Looks up reviews 
 on Amazon Compares prices on phone Cashier won’t 
 price match Customer
 service
 response Better product 
 information Clear price
 matching policy Retargeting paid ad Waits in line 
 at store, browses phone Sees content for online price matching Gets retargeted by competitor Complaints on social are ignored Clarify 
 price matching
  • 12. Analyze how multiple, different channels work together to support your customers Analyze how multiple, different channels work together to support your customers Visits store Customer journey map example: purchasing a product in-store Visits competitor retail website Looks up reviews 
 on Amazon Compares prices on phone Cashier won’t 
 price match Gets retargeted by competitor Complaints on social are ignored website Waits in line 
 at store, browses phone Sees content for online price matching website website in person social/
 website website social paid 
 media in person
  • 13. Once you map your customers’ 
 micro-moments, you can deliver truly 
 helpful content — the very moment your customers need it.
  • 14. Need help mapping 
 your customers’ micro-moments? ?We can help. now@convinceandconvert.com
  • 15. Creating content for current customers2 2017
  • 16. 40%40%of existing B2B business comes from existing customers 2%2% of budgets are allocated to keeping those customers yet only
  • 17. 5new shoppers Retailers must 
 bring in 5new shoppers to equal one repeat purchaser
  • 18. “Creating content 
 only for acquisition 
 is crazy.”
  • 19. 1/3 of complaints are NEVER answered, most of them 
 in social media. Customer service is treated as a necessary evil, but that’s when content for customer retention becomes critical
  • 20. You should answer Every Complaint, in Every Channel, Every Time
  • 21. Social platforms are even catching on to in-channel customer service. Facebook users can now chat with brands directly through Messenger.
  • 22. However, many don’t use private contact methods for customer service !Thanks to social media, customer service has become a spectator sport
  • 23. 5 expect a reply in complain in social media40%40% 6060minutes. The average response time from businesses is 5hours! of customers who
  • 24. !And all of it has a financial impact on acquisition and retention In order to know what works, 
 you have to test content $
  • 25. that retains,that retains, not just attracts. Create content Every content marketer in 2017 Create content should be listening to their customers and creating retention-focused content. not just attracts.
  • 26. We think it’s so critical, we created a course for it 50+ Videos 8 Modules Learn exactly how to IMPROVE customer retention, BOOST profits and turn customers into VOLUNTEER marketers. It’s one 
 click away! KEEPYOURCUSTOMERSCOURSE.COM
  • 28. Buzzfeed Tasty has filmed and posted dozens of recipe how- to videos Each with thousands or 
 millions of views In the time it takes to film one traditional :30 commercial…
  • 29. With real-time marketing, time is a luxury we 
 can’t afford. That means branded content can no longer be crafted to glossy advertising perfection.
  • 30. But just remember… Creating
 content quickly ≠ Creating
 content poorly
  • 31. Social platforms have made it easier to adapt, by building in-app storytelling and editing capabilities Native slideshows, videos,
 text overlays, music, filters and more ✓
  • 32. Some mobile devices are also faster and can even outperform professional cameras “If you're a hardcore photographer, go for the iPhone 7 Plus.” - CNET ✓
  • 33. Specially made mobile device accessories are cheaper and more accessible to today’s modern marketers Tripods + mobile camera lenses + editing apps 
 = amazing content ✓
  • 34. Now, all marketers need to create high-quality, on-the-fly 
 content is a mobile device 
 (or two) and some know-how 📱
  • 35. Brands move from fiction to non-fiction4 2017 Photo credit: Rupa Panda
  • 36. Businesses are obsessed with storytelling. 
 Even we talk about it all the time. podcast Listen to the latest episode online!
  • 37. But the pendulum is swinging the other way, 
 and fast !Storytelling will make a shift to nonfiction, 
 whether brands like it or not
  • 38. Unfortunately, some brand stories are 
 just that… Polished
  • 40. They don’t want to be sold to. They want to buy in on their own. Consumers are getting savvier about spotting marketing wolves in sheep’s clothing
  • 41. Now that live video is becoming the 
 new social media standard, brands need to embrace unfiltered, documentary-style communication… warts and all.
  • 42. Even Southwest’s COO recently issued a real, newsroom- style apology via Facebook Live
  • 43. 2017 will be the year we find out 
 what happens when brands 
 stop being polished, 
 and start getting real Need help moving your brand to nonfiction? 
 We’ve got you covered now@convinceandconvert.com ?
  • 45. "If you’re not ‘all in’ with your content marketing program, you should stop.” - Joe Pulizzi Content Marketing World 2016
  • 46. What exactly 
 does that mean? ?
  • 47. "Slow the *&%^$ down and do your content marketing right — or don’t do it at all.” - Ann Handley
  • 48. After the latest Content Marketing Institute survey results, it’s easy to see why this mandate was given
  • 49. 89% of marketers 
 are using content marketing !But only 19% think current efforts are very successful
  • 50. 62% say their efforts are more effective than last year !41% have clarity on content marketing success But only
  • 51. 41% say they are 
 very committed to content marketing But only 37% have a documented content marketing strategy !
  • 52. !In order to go “all in,”
 you have to know what works In order to know what works, 
 you have to test content ?
  • 53. !In order to go “all in,”
 you have to know what works In order to know what works, 
 you have to test content ✓
  • 54. -20% more 
 conversions +50%+50% -20% paid 
 spend Testing helps everyone 
 slow down and 
 see what’s working A/B Testing Multivariate Test Examples only. Not actual results.
  • 55. Back up your decisions with content testing, 
 they you can choose to go big, or get out. 0 17.5 35 52.5 70 0 15 30 45 60 Test 1 Test 2 Test 3 Test 4 Get out! Go big!
  • 56. Augmented reality 
 and virtual reality6 2017 Photo credit: OyundariZorigtbaata
  • 57. Pokemon Go was one of the biggest successes of 2016 Biggest mobile game
 in US history Surpassed Twitter for 
 daily active users Higher engagement time 
 than Facebook 
 in US history 
 daily active users 
 than Facebook Source: Techcrunch
  • 58. Part of its success was the use of augmented reality, which overlays digital information onto our physical environment https://www.nianticlabs.com
  • 59. But it wasn't the first to embrace 
 augmented reality Pokemon Go may have be a 
 cultural phenomenon…
  • 60. Snapchat’s now- famous filters use augmented reality to enhance the simple selfie
  • 61. In 2009, 
 Yelp Monocle layered digital reviews onto physical streets Photo credit: David Berkowitz
  • 62. !For most brands, augmented reality will most likely be a longer-term initiative However, early adopters will use 2017 as their testing playground
  • 63. Testing 
 smart windshields 
 and displays Testing virtual 
 Modiface 
 mirrors in some stores
  • 64. Augmented reality won’t work for every brand… … but those who use it in meaningful ways will be able to break new customer engagement ground
  • 65. Goodbye, specialist. 
 Hello, generalist.7 2017
  • 66. Historically, marketers defined themselves by their specialty I’m an 
 email marketer. I’m an
 SEO strategist. I’m a social media specialist.
  • 67. Defining ourselves by siloed, vertical titles has led to siloed, vertical work I’m an 
 email marketer, but I don’t code. I’m an
 SEO strategist, but I don’t create content. I’m a social media specialist, but I don’t design.
  • 68. It's time to say goodbye to the specialist, and hello to the generalist Hello! I do a little bit of everything.
  • 69. That’s because technology has leveled the playing field Investment in and access to new tools has enhanced marketers’ skills. In addition, platforms have made it easier for users of all skill levels and abilities.
  • 70. In 2017, the best marketers will know just enough outside their specialty to be dangerous I’m an 
 email marketer, AND I know HTML. I’m an
 SEO strategist, AND I help create branded content. I’m a social media specialist, AND I know photoshop.
  • 71. Soon, it will be acceptable to simply say: “I am a marketer” I am a marketer.I am a marketer. I am a marketer.
  • 72. Before you throw out the org chart and do away with titles, just know: Every single member of your team should be on board with becoming a generalist Finding the right team members will require hiring for outlook as much as hiring for skills.