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Before the Internet, it was about persuasion and pushing out the messages to the audience. There was always need for an intermediary. With the Internet, there is no need for an intermediary to push or interrupt because audiences actively seek for information and stand in direct relation with the brand. They subscribe and follow so as a brand it is important to pull and keep the audience close.

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Before the Internet, it was about persuasion and pushing out the messages to the audience. There was always need for an intermediary. With the Internet, there is no need for an intermediary to push or interrupt because audiences actively seek for information and stand in direct relation with the brand. They subscribe and follow so as a brand it is important to pull and keep the audience close.

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Blendtec executive Tom Dickson, he was the face of the new YouTube channel where they created the famous ‘Will it blend?’ series. One of the first times the audience came to the brands asking for entertainment instead of the brand trying to bring their message to the audience.

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Marketing for a long time has been about an interruption. Companies had a great impact on customers – they paid for advertisements, so consumers saw their products.
Now in digital time, everyone who has internet can post some comment or photo of a product and it is advertising.

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Blendtec, Riverpools, Redbull, Jyskebank

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Storytelling

Emotional and personality advertisement

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John Deere, Procter and Gamble, Blendtec, River Pools (Marcus), Red Bull , Marriott

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Connect with the customers, talk about the personality of the organization, show who you are as organization, be coherent, be a story

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Originally it was just about selling your product/service and getting your message of how useful your brand was to the mass audience. This via mass media like newspapers, television, radio,…
Since the internet the marketing strategy has gotten a lot more divided since there are so many options. To try and overcome the tons of competition you as a brand have to start being original and make content rather than ads.

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Content marketing will expand: more opportunities and ways to tell a story and provide stories to consumers but also more brands entering the world of content marketing

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Content marketing will expand: more opportunities and ways to tell a story and provide stories to consumers but also more brands entering the world of content marketing

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Irna Phillips, a legendary writer of soap operas who wrote for The Guiding Light for a number of years. She worked for the production company of Procter & Gamble.

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John Deere (The Furrow)
River Pools
P&G
Blendtec
Redbull
General Electric
Marriott
Jyskebank.tv

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Procter & Gamble
John Deere
Blendtec
River Pools
Red Bull
General Electric
Jyske Bank
Marriot

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Extensive content marketing, with storytelling as a big part of it. Making advertising entertaining as well in a world where advertising is ignored more than ever

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Marcus Sheridan from River Pools who started a blog to answer frequently asked questions about pools.

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Content marketing will expand. Storytelling will become more important and will be used more frequently.

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Content marketing has been around for a very long time. In the beginning it existed under various names. In 2007 the term content marketing was introduced. Whenever a new medium (radio, tv, internet) became popular, there were changes in the way content marketing was done.

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John Deere, Proctor & Gamble, Blendtec, River Pools, Red Bull, Marriot International, Jyskebank

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John Deere, Proctor & Gamble, Blendtec, River Pools, Red Bull, Marriot International, Jyskebank

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Storytelling, creation of a coherent and core narrative, to be a story, show the personality of an organisation and connect emotionally with the (potential) consumers

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Storytelling, creation of a coherent and core narrative, to be a story, show the personality of an organisation and connect emotionally with the (potential) consumers

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When there came new media, new strategies and advertisements were needed. Each platform needs a different approach. It is not only about making the brand famous anymore, but it is about a connection with the customers.

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John Deere (Furrow mag), Blend Tech, River Pools, Red Bull, Jyske Bank, Marriot, General Electric

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It started as an interruption, during TV prime time, magazines, radio... main stream media.
With the creation of internet companies beegan to have the possibility to reach consumers directly. That´s when content marketing started trough social media platforms, for example: Blend Tech - Will it Blend? videos on Youtube

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First there was mass media and business were advertising trough TV, radio, magazines.. They tried to stand out from the others. But businesses began to understand that they could reach their customers direct trough the internet without using a third party. In that way they wanted to create relationships and loyalty to a brand, that’s when content marketing was used.

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Content Marketing is an artifact from the 1960, '70, '80 where there was mass media. Through this way companies could reach many people at once. The focus was lying on creating a commonality and persuasion. It was important to convince people that their product was the best. Advertising was very interupting as it interrupted people while reading newspapers, watching tv... Throughout the years it has evolved into a way of connecting people with the values of the company and to build a lasting relationship with them.

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Content Marketing is an artifact from the 1960, '70, '80 where there was mass media. Through this way companies could reach many people at once. The focus was lying on creating a commonality and persuasion. It was important to convince people that their product was the best. Advertising was very interupting as it interrupted people while reading newspapers, watching tv... Throughout the years it has evolved into a way of connecting people with the values of the company and to build a lasting relationship with them.

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Brands and branding are an artifact of the sixties, seventies and eighties: it was a form of bis mass media with the domination of television. Through advertising you found out about what products were available. It was all about interruption: ads interrupted your day. The four Ps were most important: product, price, placement and promotion. The ads were nevertheless primarily about persuasion: they described the value of the product/service. Even though advertising caught our attention, it did absolutely nothing with our attention

Since the invention of the internet, advertiser and audience can find each other and the publisher and advertiser are competing through the same channels to try to reach the audience. Thanks to the internet, brands can advertise on their own by creating their own content in their own channels. It is a different way of getting access into the mind of the consumer: through content! This brings us to content-marketing, which has always been there, already in the 1800. Yet over time, the veil of secrecy of marketing has been lifted. The focus is now on understanding the people/group that you are trying to reach and on creating higher quality content that inspires people to buy something that they didn’t know they needed. The ads are now created more in storylines so that the viewers can feel more related to the ads. Therefor this business is more art than science!
~ Fleur van Dijk

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In the past companies had to pay a third party such as tv channels or magazines to find their customers. Nowadays they can reach their customers directly with their own content marketing through all kind of platforms.

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The Furrow, Proctor & Gamble, Blendtec, River Pools

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Content marketing has always existed. The internet has changed content marketing, advertisers are connecting directly with consumers without the help of a third party. Content marketing is used to differentiate as a brand from the competition, to capture the attention of an 'audience'. The consumer is the focus, You inspire them with content and they buy your product without knowing they needed it.

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The first big player in content marketing is P&G, with soap operas they enterain housewives who want to take a rest between their household chores. In doing so, they are responding well to the needs of their customers. John Deere also publishes the magazine for farmers "The Furrow" in 1895, with this they respond to the information needs of their consumers, without directly recommending products.

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There is an evolution going on where brands also become media companies that continuously tell stories that need to touch people: storytelling.

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The trend that will continue in the future is the trend of storytelling. The company needs to show their customers what they represent. This will differentiate them from the other companies.

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Red bull
Marriott
Blendtec
John Deere
River Pools
Jyske Bank

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Content marketing through the Storytelling

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Content marketing has always been around but has changed and evolved over time. Already starting in the 1800's, businesses were thinking about how they could connect to their customers, one example being John Deere's Furrow magazine in 1895. It really started growing when in the 50's-70's mass media was established in the form of TV and radio which created a new space for products and brands to be advertised. Content marketing was and still is all about persuasion and interruption. It is about understanding the buyers and connecting with them. This was seen for example with Proctor and Gamble creating soap operas to sell their products specifically to women. In addition, with the evolution of the internet, brands learned they no longer need to go through third parties, but can tell their story through their own channels.

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John Deere
Proctor and Gamble
Blendtec
Redbull
Marriot
Jyske Bank
River Pools

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For P&G, there was Erna Phillips (?) who was the writer for the soap operas that advertised products to women.

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Content Marketing is about being a communicator and a teacher. It's about being a story and having a coherent core narrative that will differentiate one brand from another.

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Redbull, River Pools, BlendTech, Jyske Bank, General Electric

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Marcus Sheridan (River Pools), Tom Dickson (BlendTech), Irna Phillips (The Guiding Light - Procter & Gamble),

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Storytelling will become more and more important

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The Furrow (John Deere), Proctor and Gamble (soap Tide), Tom Dickson of Blendtec, Marcus Sheridan of River Pools and Spas, Red Bull, Jyskebank 

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The Furrow (John Deere), Proctor and Gamble (soap Tide), Tom Dickson of Blendtec, Marcus Sheridan of River Pools and Spas, Red Bull, Jyskebank 

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~ Fleur van Dijk

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The content business will probably lead the practice of advertising. The future will be expansive: content marketing is going to expand beyond what it is considered now. It will be much more about the personality of the organization that is trying to connect with the consumers: ‘we stand for this, come with us’
~ Fleur van Dijk

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Proctor & Gamble
Blendtec
River Pool
RedBull
Jyske Bank

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John Deere (The Furrow)
Marcus Sheridan (River Pools)
Irna Philips

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Storytelling content: getting good stories that go to people's hearts and that help make sense of the world
Connecting your content with people
Making it about the personality of brands as to engage emotionally with individuals

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At first, mass media reached out to the consumers by putting the focus on creating a commonality (reaching one large audience at once). The goal was to persuade people to buy the product promoted through advertisement. However, by doing so, companies forgot to pay attention to their consumers' needs. They finally grew to understand how important it was to connect with their audience and to create content that could relate to people's needs, even though many brands still have to work on it.

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marketing was for a long time seen as something that interupts the daily life, a tv show, a set of songs,...  But when the internet happened, this changed. There are more (and cheaper) and more direct (no third parties) ways to advertise and people have more opportunities to find information about a product. This also makes it so that you have to get and keep the attention!

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marketing was for a long time seen as something that interupts the daily life, a tv show, a set of songs,...  But when the internet happened, this changed. There are more (and cheaper) and more direct (no third parties) ways to advertise and people have more opportunities to find information about a product. This also makes it so that you have to get and keep the attention!

# data[].attributes.headline
Blendtec, Riverpools, John Deere, Red Bull, P&G, Jyskebank

# data[].attributes.subject
Blendtec, Riverpools, John Deere, Red Bull, P&G, Jyskebank

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Irna Philips (scenario writer); Blendtec (youtube video's 'will it blend'), John Deere (the Furrow)

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Irna Philips (scenario writer); Blendtec (youtube video's 'will it blend'), John Deere (the Furrow)

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Storytelling/content marketing will be key. Being creative in a narration that speaks to the customer in an emotional way. Content marketing has been around for a long time but it will become increasingly important in the future.

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Storytelling/content marketing will be key. Being creative in a narration that speaks to the customer in an emotional way. Content marketing has been around for a long time but it will become increasingly important in the future.

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In the past: Based on interuption,  familiarity everyone sees the same. Mainly on television. Primarily about persuasion, to purchase the product. Mass media owned the audience. Great at capturing attention, but didn’t do anything with it.

Now: on their own channels, without paying for their attention. Create loyalty, subscribers, maintain lasting relationships with audience. Focus on content marketing: communicating with audience. Publishing what the audience can actually use and interest. Get to know the people your trying to reach. Direct connetction. Not paying to find them, they are coming to us.

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Blendtec, The furrow, River Pools, the Marriott hotel, Jyskebank TV

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Tom Dickson, Blendtec's marketeer. Marcus Sheridan (River Pools)

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content marketing will go further in the future. Expanding content marketing beyond what it is now. Focussing on storytelling as it is easier to consume. More the personality of the organization. Brands need a coherent co-narrative to differentiate themselves. Be a story.

# data[].attributes.body
John Deere's Furrow Magazine
Proctor & Gamble
German magazines
Blentec
River Pools (Marcus Sheridan)
Redbull
General Electric
Marriott
Jyske bank

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John Deere's Furrow Magazine
Irna Phillips
Marcus Sheridan (River Pools)

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The idea is that marketing will be even more concerned with the organisation's personality and the connection with the individual. The importance of content marketing will be even greater as it is the only way a business will be able to differentiate itself in the market.

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Before:
Marketing belonged to the mass media: people all over saw the same ads and were finding out about new products in this way. Marketers tried to interrupt your show or make you stop reading your newspaper. Mass media were an intermediary to reach the public: they had all the power.

Nowadays:
Organisations want be able to reach their audience directly so they create relevant content on their own channels. The idea is to build lasting relationships with consumers without explicitly promoting your products. Once you gain your customers' trust and have taken into account their specific needs, the customer will indirectly be more inclined to buy your products. This is not something which can be realized easily, cheaply or quickly.

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John Deere, Procter & Gamble, River Pools, Red Bull, Jyske Bank, Marriot, General electrics

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John Deere, Procter & Gamble, River Pools, Red Bull, Jyske Bank, Marriot, General electrics

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Expansive content marketing where it is more about the identity of the company/ organisation and connecting or engaging emotionally with individuals (instead of segments). The brand will become a core narrative that will lead to differentiation with other companies. 

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Expansive content marketing where it is more about the identity of the company/ organisation and connecting or engaging emotionally with individuals (instead of segments). The brand will become a core narrative that will lead to differentiation with other companies. 

# data[].attributes.headline
River Pools, Blendtech, Procter & Gamble, John Deere

# data[].attributes.subject
River Pools, Blendtech, Procter & Gamble, John Deere

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For a long time marketing has been an interrupting activity centred around pushing out advertising, persuading consumers that a product/ service is better and ascribing value to those products/ services. For a long time there were intermediaries whoe had the distribution. However, with the advent of digital/ internet the audience and the company can find each other. This made it interesting to directly reach customers with own content in own channels to create loyalty and build relationships. There were different names like custom publishing, custom media, branded content, ... but since 2007 the term 'Content marketing' was coined. Since then there has been a wave of momentum. Content marketing focusses more on things that costumers value instead of being about the organisation.

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In the past content marketing was done through mass media (TV, radio, magazines). There was not really one name yet for it either. It was all about interuption, but when they had our attention, they didn't really use it. And it was all about persuasion: describing the value of service you offer (it's better that the other). But, the internet changed it all. Companies didn't have to rely on other channels anymore. They could just create their own valuable, relevant content no their own channels (Facebook, Twitter, etc.). The companies could make a direct connection with the consumers, they didn't have to pay anymore to reach them, the people 'came to' the companies. For example they subscribe to their channels and sign up for their monthly email.

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John Deere
Blendtec
Red Bull
Jyske Bank

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Marcus Sheridan (River Pools)
Came up with the idea that you have to think like your customers and answer the questions they might have, so he started a blog to answer questions.

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The personality of an organisation is very important, to be able to come out and connect and emotionally engage with individuals.
And storytelling

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Content marketing in the beginning it existed under various names. Some researchers argue that content marketing is always existed, other ones that it’s a marketing field that is developed around 70’ and 80’.  Content marketing is used from a company as communication strategy to differentiate their brand from the competition, using persuasion strategies to convince people that their product was the best. The consumer is the focus.
Thanks to this study field, throughout the years the companies have developed a new way to build a lasting relationship with their costumers and of connecting people with the values of the company.

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Blendtec

John Deere

Redbull

Proctor & Gamble

River Pools

Marriott

Jyske Bank

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Storytelling
To show in digital content scenes of everyday life in order to hit the audience in emotional way

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I think it was Blendtec, thanks to the persuasive capacities of Tom Dickson, which his slogan: “Will it Blend?”

Irna Philips for P&G, writer for the soap operas that advertised products for women.

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P&G, River Pools, Blendtec, Red Bull

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Storytelling is a trend that consumers see more often. This is because good stories are easier to consumer and digest. People can connect with stories if they identify as characters in an advertisement or if they feel connected to the situation shown on a screen.

Focusing on content, and producing high-quality content is a trend that is forecasted to stay. Identifying people's passions or problems, and deciding to target specific content for specific needs will become more common.

Moving towards digital content is also a key trend. Digital content on social media platforms such as YouTube, Instagram or Twitter, will become more dominant as algorithms become better in understanding consumers.

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Definitions of content marketing has changed over time. However, the goals of marketing remain the same; to inform and persuade.

Mass media such as the radio, newspaper and television were the main channels for content marketing. But with the dawn of the Internet, these channels quadrupled by tenfolds.

Content marketing is now carried out through numerous channels and in various forms such as dynamic videos and storytelling. These tactics are meant to allow consumers to feel connected to the brands, and their services and products.