Why The Future Is Content Marketing | Get Fact Up #86

Why The Future Is Content Marketing | Get Fact Up #86


(electronic orchestral music) – G’day world, Chris Hogan and
Andrew Groat, coming to you live from Me Media Studios
here at Burleigh Heads for Episode 86 of Get Fact Up! And today we’re actually
gonna be delivering a content marketing
snapshot and some quotes from around the world that we think are imperative for everybody to hear. And we’re gonna give
our viewpoint on them. So, do you wanna kick us off, Andrew? – Sure, so we’re kinda
starting off on Baby Boomers, so the quote is, “By
2020 most Baby Boomers “will have retired while
Generation Y”, is that us? – (Chris) Yes – “Will dominate
employment, compromising of “42% of the workforce. “We are headed towards the
biggest leadership succession ever.” – So, that’s a quote from McCrindle, an Australian research company. And essentially, yes, Generation
Y, anyone born after 1980’s and something that’s happening
around the Gen Y’s as well is that Gen Y’s are generally
marked by an increased use and familiarity with communications, media, and digital technologies. So, that’s just a
definition from Wikipedia. – Yeah, so that’s kind of
what I was wondering about, the leadership succession,
what does that mean to you? Because I was trying to
figure that out myself, and I thought well, the biggest
thing for me for Gen Y is their adoption of technology and that kind of determines success there, because you’re either for
me, and seeing our businesses that are run by Generation Y people, they’re either adopting technology, or they’re adopting
what their parents did, they’re inheriting their parents’ business and going with that same model. And I feel like that’s the big difference between success, so leadership succession. – Yeah, so essentially what’s happening is the Baby Boomers, they’re the CEOs, and potentially the
founders of the business, passing the baton on to
the younger generation, the Generation Y that’s coming through. And so, because that’s what’s occurring, we need to be targeting our marketing towards Generation Y, aka millennials. – Yeah, because obviously
they’re the future of business. – And they are the decision makers, so Generation Y’s are part
of the millennial group, and essentially, they’re
almost digital natives, and that’s what that second
piece of info was from Wikipedia is basically saying
that, you know, I grew up when computers sort of didn’t exist, and then they came into existence, and I was lucky enough to be
one of those families that, my parents needed to
use computers at work, so we got a computer at home, and then became very familiar
with computerised tech, and then the gaming
revolution came through. And so I was lucky enough to also see that come through as
well, and be part of that, and so essentially I was an
early adopter of technology. So, I understand technology
as a generation, I’m X-Y, so you’re more Y than me,
so I’m really on the cusp, but because my early
adoption of technology, I kind of fit into the Gen Y realm. So because Generation Y’s are our new, essential target audience,
and the millennials, we have to understand how
they’re using technology, and of course, they’re where, not consuming TV anywhere near
as much as we normally would. In fact, we have a stat on that. Oz-Tam actually are a company who put out regular reports on the
Australian video viewing, and in quarter four of
2017, they said that there’s been a 24% decline in
Live TV for 18-24 year olds, and 20% decline for 25-34
year olds since 2016, so essentially, traditional
media consumption? Going down. – Honestly, I think
that’s being conservative, I would say it’s a lot
higher than that, and I was– – And that’s exactly what everybody says as soon as I put this stat out to them. – Well, I think that’s a safe fact there, but I would say it’s
probably more like 50%. I was literally talking
to someone last night about how they’re crushing
it in the social space, and their in-house competitor was opting to delay sales to put out new newspaper ads and losing sales in the time it took to
put the newspaper ad out, and I was like that’s just crazy, and this person said “Yeah,
that person used to be on top, “six, seven years ago, they were on top. “And now they’re still
trying to do the same thing “And it’s not working anymore”. So, I would say it’s
much higher than this. – Yes, I would agree with you as well, but you know, let’s just
stick with the facts. (laughs) – Let’s just say traditional media sucks, let’s not put a number to it. (laughs) – Well yeah, look, to some degree, I still believe that traditional media can have its place in the world, but like we said in the previous episode, put your money in the channel
where the audience are. And so, another thing that’s
happening with the Gen Y’s and millennials is that
they have traditionally, in traditional media, so TV, newspapers, they’re actually organically ad-blocking, right? So they’re basically skimming past ads. They’re almost immune to them. – I see what, yep. – In TV they’re going,
turn the volume down, change the channel. You know, in radio, they’re going turn the volume down, change the channel, I just wanna listen to music, or I wanna listen to
that funny person talk. – Not to mention, their brain. Your brain just switches
off when ads play. – (Chris) Ugh! – If you don’t have
access to volume controls at the time, you just tune out. – Yeah.
– This is an interesting thing for
me, because as Gen Y, well, I’m assuming I’m Gen Y. – (Chris) You are. – I’ve never actually used
ad-blocking myself before, but I have definitely blocked ads. For example, like Spotify, if
I’m not on Spotify Premium, I’ll just turn down the
ads saying go premium, I’ll literally just turn that down in my car or unplug the auxiliary for thirty seconds, and
then put it back in. So, I’ve never actually used ad blockers, have you used ad blockers before? – I’ve never used them, I’m just organic, I don’t need
a tool to turn off from ads. (laughs) So, I’ve never used them,
but it’s interesting that these stats exist,
because it’s basically just further proof that
traditional types of delivering ads don’t work, one, and then two, the digital ads that we’ve come to know, that we thought were all
really cool like banner ads, or these in-stream ads are
starting to be blocked as well. – Well I mean, for me the
fact that these tools exist means that there’s a huge market for it. You wouldn’t make an ad-blocking tool unless there was a market to block ads, so it must be massive, it’s
probably more than 40%. – Well, that’s just in
2016, so we’re already two years off from that, really, and it always takes 6-12 months before they can actually release a report. These are simply trends, and basically where
we’re getting to is that, how are you gonna get
past all of these organic, phasing out from, ah I
don’t want to hear that ad, to I don’t want to see that ad. Basically, you have to
deliver content which is hugely important and valuable
to your target audience. – Well, and that’s the difference between pull and push marketing,
is what we’re talking here, like if you’re getting your ads blocked, it’s because you’re doing push marketing. You won’t get your ads blocked if you’re doing pull marketing,
what are they gonna block? – Exactly, so Facebook I’ve
actually gotten around this, they’re constantly updating
their technologies so that basically ad blockers really
don’t work on their tech. So, Facebook’s one, Facebook’s
one place where you can put out your content which you boost, you amplify that reach
via paid advertising, yes, it’s still cast as an ad, but because of the type
of content that it is, because it’s actually topical, because it’s actually
valuable to your audience, they’re not gonna block
it, they’re there to learn, they’re there to absorb information. We are in the information age and so, that’s why content
marketing is so valuable. – And I mean, if you’re targeting is good, then it should be appearing
in someone’s newsfeed that it’s relevant to them, technically. And we’re looking at this
today with related videos, I was saying that people that
get into, they watch a video and it brings up the darker
version of the screen on Facebook and they’ll watch one video, and then they go to the
next one, the next one. Most people watch at least
four of those videos, so if your targeting is
good, then you easily fall into that sort of category, don’t you? Not to mention the fact that
Facebook are blocking these, Facebook are stopping ad
blockers and stuff like that, but if your targeting is good,
it shouldn’t be a problem with that sort of stuff.
– No, exactly right. This is not a problem,
content marketing currently, right now, there’s no problems
with content marketing. I don’t actually foresee a problem ever with content marketing, in fact, we’ve got another stat here
that Cisco have come out with, and they’ve said that
“Globally, Video Will Account “for 82% of internet data in
2020, up from 70% in 2015.” So what we’re seeing is
video just eating the world. Yeah, if you’re not
producing video content right now for your business,
essentially you are gonna fade into the abyss come 2020. That’s a hard date, that’s
only in two years from now. Far out, you know if you
haven’t got that yet, I want you to hear this message. And I want you to absolutely
smash video marketing. If you don’t know how,
obviously you know who to call. (electronic orchestral music)

3 COMMENTS

    Video is the rage but the bots pickup words. I believe 2,000 word articles targeted at a highly searched keyword will "organically" be more valuable than a video in the future. Ideally do a 2,000 word post and make a video for it too!!!

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