CONTENT MARKETINGAN ORIGIN STORY

AS TOLD BY RoberT RoseChief Strategy Advisor Content Marketing Institute

Any resemblance or similarity to content marketers

or businesses is completely um intended!

@Robert_Rose

Chapter 1. It was a meh time

@Robert_Rose

Content Marketing! DEFLATED AGAIN!

OHHH Why does contenT marketinghave to be so, so, average

@Robert_Rose

57% ASK WHAT IS SUCCESS?

mmmmpH!

DATA

36% Feel EFFECTIVE!

71% Taking first steps!20% Committed!95% MORE CONTENT!

@Robert_Rose

FRANK, THE MILD MANNERED CONTENT MARKETER

Well, Frank, let me list the reasons

1. There is too much content 2.costs more than Ads 3.Its too slow 4.WE CANT BE DIFFERENT! 5.We cant tie it to revenue

@Robert_Rose

DAMMIT! hes right.

There is too much Content!

Oooohhh.. Its soo000much.

Has there ever been a time when we said wow, its so easy to stand out?

@Robert_Rose

The ad guy gets all the girls

It costs more than ads!

@Robert_Rose

Why is Advertising STILL the Standard?

Ive got cold calls to make!

ITs TOO SLOW!

Could it be that marketing itself is getting slower?

@Robert_Rose

Excuse Me! I dont have time for different

ideas. We cant be different!

Really? Then you should quit. What you mean is you havent prioritized Being Different!

@Robert_Rose

We cant tie it to revenue Make it rain baby!

Bullshit! Of course you can, content isnt batman Its like any other business function!

@Robert_Rose

WHATRE YOU GONNA DO NOW FRANK?

I dont know. Im making this CONTENT up as I go along.

I need to find the magic approach

@Robert_Rose

CHAPTER 2 ONCE MORE INTO THE VENN

@Robert_Rose

Content marketing is not supercharged campaign marketing.

BUT WHAT IS.. It

Where are we?

Were lost! Thats where

we are

@Robert_Rose

FRANK GOES ON A JOURNEY.To cleveland

@Robert_Rose

OWNED MEDIA

PAID MEDIA

SHARED MEDIA

EARNED MEDIA

IN A DARK CAVE LIES THE SACRED VENN AMULET OF PESO

@Robert_Rose

BUT A HIDDEN INSCRIPTION ON THE BACK PROVIDES A CLUE

DO NOT FORGET!! MEDIA IS MADE UP

OF CONTENT

Owned Media is different. It is OUR WORKING MEDIA.

IT IS THE ONLY ONE THAT IS NOT A SHORT TERM INVESTMENT.

Nobody cares about your DAMNwhite paper, Frank!

Errrppp.. I can see that now.

Content Marketing Isnt about

The Content!

Its About The Audience.

THAtS THE VALUE

@Robert_Rose

Meanwhile. Back at FRANKs WORK.

@Robert_Rose

WHY we cant measure it! BECAUSE ITS NOT OWNED MEDIA. ITS

SIMPLY AN ALTERNATIVE FORM OF CAMPAIGN COLLATERAL

FOR PAID, EARNED OR SHARED MEDIA

@Robert_Rose

WAIT. IVE BEEN THINKING THAT OWNED MEDIA IS JUST CONTENT BUT ITS ACTUALLY ALL CONTENT.

OWNED MEDIA IS ACTUALLY WORKING MEDIA!

@Robert_Rose

THE RADIOACTIVE ISOTOPE BEGINS TO AFFECT HIM

Tell me how you measure me and I will tell you how I will behave.

If you measure me in an illogical way do not complain about illogical behavior.

- Eli Goldratt

@Robert_Rose

When any new form comes into the foreground of things, we naturally look at it through the old stereos

were just trying to fit the old things into the new form, instead of asking what is the new form going to do to all the assumptions we had before..

- Marshall Mcluhan

@Robert_Rose

CHAPTER 3 A HERO REBORN

@Robert_Rose

IN DESPERATION Frank MEETS WITH A MAD

SCIENTIST, who ASKS

@Robert_Rose

What if we approach content marketing aS STRATEGIC MEDIA, AND not as an alternative form of direct marketing?

@Robert_Rose

What if CONTENT

marketing not only

provided value in time - but

also created customer

experiences that

increase in value over

time?

@Robert_Rose

Of course, didnt you see my card

ARE YOU MAD!!

THE MOST EMOTI

ONAL CONTENT

MARKETING STOR

Y EVER TOLD

what if we started with the end?

THE MOSTDIFFERENTIATING

THOUGHT LEADERSHIP

My career is so clear now

Tools you can use!

@Robert_Rose

@Robert_Rose

@Robert_Rose

@Robert_Rose

THE MOST EMOTI

ONAL CONTENT

MARKETING STOR

Y EVER TOLD

@Robert_Rose

Even if you dont Build it! Ill be there.

THINKING STRATEGICALLY COSTS

YOU NOTHING! AND it makes you more handsome!

@Robert_Rose

But look out mary jane has no time to be strategic

30% Real time content60% Campaign ASSETS10% STRATEGIC OPERATION

@Robert_Rose

BUT NOW - WITH COMMITMENT - A HERO IS BORN

30%60%

10% Real time contentCampaign ASSETS

STRATEGIC OPERATION

@Robert_Rose

4 ROI

1.

2.

3.

4.

DATA

CAMPAIGN

CUSTOMER

BUSINESS

super powers

@Robert_Rose

Subscribers 2X faster pipeline)

Increased LTV - (+10% increase in ASP)

25% effectiveness in ad buys) Data append - optimize site!

Attendance at events +20%

@Robert_Rose

DATA

CAMPAIGN

CUSTOMER

BUSINESS

Data Append Better, Prioritized, Richer Sales leads

25 Percent effectiveness

Digital Ad Buy

Optimize Site for Sales +5% Leads

Marketing 2X Faster through

pipeline

10 PERCENT INCREASE

SUBSCRIBER ASP

20 PERCENT INCREASE Attendance

at regional events

THE SUPER POWERS INCREASE. OVER TIME

@Robert_Rose

YOUR RESULTS ARE OFF THE CHARTS!!

BUT, DOC, Speak english! What does IT MEAN?Opportunity +10% $200,000 / YRRich Sales leads

$10,000 / mo on Google

$2,500/mo $30,000 / YR

EFFECTIVE DIGITAL MEDIA Ad Buy

200 Leads / MO / Optimize Site for Sales +5% LEADS

10 @ $400 CPL / $48,000 / YR

Average Sales Price $50,000\INCREASE ASP +10%

$5,000/mo $60,000 /YR

Sales more / effective

\ 2X Faster pipeline $0 / yr

INCREASE Attendance at regional events

Attendance +10% $100,000 yr

@Robert_Rose

$438,000

Maybe we can do this maybe we can save the world

@Robert_Rose

WARNING!!

There is NO DASHB

OARD FOR THIS

(ONLY YOU CAN CRE

ATE THE MEASUREM

ENT)

@Robert_Rose

Design your measurement to your strategy!they are all fighting their own battles!

@Robert_Rose

@Robert_Rose

Not all value is delivered via web forms.

Value comes from trade show conversations. It comes from forwarded voice mails from front-desk secretaries and it comes from mysterious, immeasurable sources.

If you want to develop comprehensive MEASUREMENT, you should be prepared to do the dirty work to CONSTANTLY hunt down VALUE from every corner of your organization. - - Vishal Khanna - Director, Wake Forest INNOVATIONS

2015 Content Marketer of The Year

With great power comes

great.

@Robert_Rose

Sweet, Sweet Budget!!

THIS IS WHERE THINGS CHANGE

@Robert_Rose

The business case to build, is not what to start doing.

Its what we should stop doing.

@Robert_Rose

@Robert_Rose

CM Superhero knows his next fight is with.

CULTURE CHANGE.

THE ADVENTURE CONTINUES

I WILL HAVE MY MARKETING AUTOMATION!

THE ATTACK OF THE EVERYTHING ELSE MONSTer! @Robert_Rose

THE ADVENTURE CONTINUES

White paper POWER POINT AUDIO MINI BOOK

bit.ly/cmsuperhero

THANK YOU!RoberT RoseChief Strategy Advisor Content Marketing Institute

bit.ly/cmsuperhero