2. WEBINAR Introducing Two Types Of Content Marketing
Ryan Skinner, Senior Analyst
May 18, Call in at 12:55 p.m. Eastern time

4. Content marketing: different things to different people

5. Content: sought out, but no panacea

6. Customers use content to relate to upcoming, present, and past purchases

7. Customers use content to relate to the world and each other
Image source: eMarketer (

8. Content marketing at a crossroad

9. Content marketing at a crossroad (cont.)

10. Content marketing at a crossroad (cont.)
“[Content marketing] is overused and underdefined.” (Marc Pritchard, P&G global brand officer)
“Content marketing is embedded into everything we do. You could say it’s everything.” (SVP, Americas, Western Union)

11. Content marketing: de facto destination for many parallel streams
The quantum content marketing field
Search
Social
Digital
Mobile
Ad blocking
Native
Cord-cutting
Marketing automation

12. Here’s how we define content marketing
A marketing strategy is where brands create interest, relevance, and relationships with customers by producing, curating, and sharing content that addresses specific customer needs and delivers visible value.

13. Here’s how we define content marketing (cont.)
Something immediate and enduring
A marketing strategy is where brands create interest, relevance, and relationships with customers by producing, curating, and sharing content that addresses specific customer needs and delivers visible value.
Centered on the customer and his or her situation
Delivers an intrinsic benefit to an audience

14. Two nations separated by a common language

15. Two marketing strategies separated by a common name
(Media-led) content marketing
(Customer-led) content marketing

16. Two different, but related, things separated by a common name
(Media-centric) content marketing
(Customer-centric) content marketing
Image source: Kraft Recipes (

17. Two different, but related, things separated by a common name (cont.)
(Media-centric) content marketing
(Customer-centric) content marketing
Evolution of brand advertising
Media and creative agencies and PR/comms and social agencies
Concerned with impressions/engagements or brand metrics
Depends on paid media to succeed
“Integrated comms,” “branded content,” and “branded entertainment”
Image source: Kraft Recipes (

18. Two different, but related, things separated by a common name (cont.)
(Media-centric) content marketing
(Customer-centric) content marketing
Evolution of brand advertising
Media and creative agencies and PR/comms and social agencies
Concerned with impressions/engagements or brand metrics
Depends on paid media to succeed
“Integrated comms,” “branded content,” and “branded entertainment”
Evolution of direct marketing
Search/digital agencies, product marketers, and customer experience
Concerned with metrics that align with points in the customer life cycle
Should not require paid in order to succeed
AKA “inbound marketing,” but extends into other disciplines
Image source: Kraft Recipes (

19. Customer-led: content marketing

20. Media-led: content marketing

21. Two different, but related, things separated by a common name
<
(Media-centric) content marketing
(Customer-centric) content marketing
Image source: Kraft Recipes (

22. Two different, but related, things separated by a common name (cont.)
<
(Media-centric) content marketing
(Customer-centric) content marketing
Customers don’t ask for it.
Works well within silos
Doesn’t lead to customer-centrism
Independent of value (how long is a piece of string?)
Leads to accumulation and volume (content factories)
“Excited by the possibilities ”
Image source: Kraft Recipes (

23. Two different, but related, things separated by a common name (cont.)
<
(Media-centric) content marketing
(Customer-centric) content marketing
Customers don’t want it.
Works well within silos
Doesn’t lead to customer-centrism
Independent of value (how long is a piece of string)
Leads to accumulation and volume (content factories)
“Excited by the possibilities ”
Works only if customers want it
Forces painful cross-departmental collaboration
Leads to more effective media investments
Constrained at all times by its own value generation
“In tune with how people buy ”
Image source: Kraft Recipes (

24. Two different, but related, things separated by a common name (cont.)
<
(Media-centric) content marketing
(Customer-centric) content marketing
$$$ $$
Image source: Kraft Recipes (

25. Two different, but related, things separated by a common name (cont.)
<
(Media-centric) content marketing
(Customer-centric) content marketing
An entire industry exists to help brands navigate and spend money on this approach.
Media-led propositions are easier for traditional advertisers to buy.
Professional creators and paid promotion make these visible.
The key performance indicators are easy to establish and track.
$$$ $$
Image source: Kraft Recipes (

26. Two different, but related, things separated by a common name (cont.)
<
(Media-centric) content marketing
(Customer-centric) content marketing
An entire industry exists to help brands navigate and spend money on this approach.
Media-led propositions are easier for traditional advertisers to buy.
Professional creators and paid promotion make these visible.
The KPIs are easy to establish and track.
$$$
Rests on the marketer to grasp the shift and act on it
Forces greater collaboration with nonmarketers
Is difficult to separate from the product or service itself
Is often less visible and less shiny $$
Image source: Kraft Recipes (

27. Content strategy stems from brand strategy and customer strategy
Brand strategy and positioning
Customer interests and engagement
Content and engagement strategy

28. Factors guiding media-led versus customer-led content marketing
Low consideration
High consideration
Small assortment
Large assortment
Very high/low product differentiation
Moderate product differentiation
Lower channel control
Higher channel control
Low product/problem complexity
High product/problem complexity

29. Recommendations
Weigh the fit between your brand and media-led content marketing.
Target your media-led content marketing for maximum opt-in.
Analyze the value that customer-led content marketing can deliver for your brand.
Focus on high-priority customer moments.

30. Ryan Skinner