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Breakthrough Content Marketing
alexdiazeco.com
You’re a social changer. Climate conscious. You own or lead a social+climate business or NGO, or a city at the vanguard of this new urbanism & economy. You’re passionate, perhaps obsessed with making a difference by selling your solution at scale. You want to build a like-minded community of change agents to advocate for your brand and spread it. You heard of Content Marketing and are interested. You love coffee.
Two Facts.Three Rules.One Way to WIN.
Introducingthe world’s most advanced
Content Marketing Formulafor Dramatic Breakthrough
by Social+Climate Mission Brands
White Paper by
A COMMON Companycommon.is
Fact #1
The climate game changed forever after Paris COP21.
It begins in 2016.
Result: if you’re a social+climate mission brand,
you now HAVE to win.“The December 2015 global accord has unleashed a
beast, as sustainability-related businesses will now enjoy tremendous momentum going forward in the
world’s mad search to ratchet up solutionsto humanity’s greatest challenge.”
Laura Paddison, The GuardianSustainable Business Editor
“This has become an unprecedented opportunity of more than $100 trillion over the next 10 years.
The market is wide open for companies,cities and NGOs that take action now.”
Felipe Calderon, New Climate Economy ReportGlobal Commission on the Economy & Climate
Fact #2
2015 was a breakthrough yearfor Content Marketing.
It will accelerate in 2016.
Result: if you’re a marketer or CEO,
➔ 88% of marketers deploy it*
➔ 51% will increase their budgets in 2016
➔ 62% say Content Marketing is less expensive than advertising and yields 3x as many leads
➔ 78% of consumers say they trust and rely more on content than ads to make decisions
the time to play is NOW.Chances are, you’re already playing:
Consumers, in fact, are increasingly ignoring and blocking digital ads. And following last year’s momentous revelation of widespread digital fraud, so are advertisers!
Result: both are flocking to CONTENT as the way forward.
* Data from Content Marketing Institute
Welcome to the Age of Dramatic ChangeTwo changes, actually.
The seismic change created by the Dec. 2015 Paris
Climate Agreement is that subnational agents have
a new imperative to ratchet up their solutions—
worth trillions of dollars—and achieve dramatic
breakthrough, because now we know that national
commitments will only produce 2C collapse.
So if you're a subnational—small & midsize social
impact business (those that do well by solving
human and climate challenges), NGOs, cities and
citizen groups—know you are all brands, that your
time has come, and you must now go from margin
to mainstream and become THE dominant brands.
Today, the road from margin to mainstream goes
through digital marketing, and digital marketing has
become all about Content Marketing.
It is a discipline so new that few agencies master it.
Yet, most companies and CMOs are getting into it.
The most effective programs are commanding as
much as 46% of a company’s total budget. And given
the paid-ad crisis and growth of blocking, Content
Marketing is now the main game in town.
As new as it is, we’ve identified a next level for CM,
and we’re bringing it to the world’s social changers.
New Climate Imperative Next Content Marketing
“The paradigm shift to publishing is
not yet well understood. CMOs are
not yet very good at managing, dis-
tributing and optimizing the content
they create, a process now critical to
growing the top line. The challenge
has emerged as a hidden pain point
for most CMOs.
There is a new bottom line: the CMO
needs to become a publisher if the
enterprise wants to succeed. The
formula for growth has shifted from
advertising to content marketing.”
Yes,but
How?I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.I will become an outstanding publisher. I will become an outstanding publisher.
Publishing = JournalismHow, you ask? By delegating your content to a team of real journalists, who are wired for the content people actually WANT.
Set up a real newsroom. (No, it doesn’t have to look this messy, but you get the message.)
Because the content people are loving and sharing, the one building a brand’s reputation & sales, is storytelling placed in your quality digital magazine. Inform. Entertain. Build a brand media people are DRAWN TO.
They are fun stories, interesting stories, compelling stories about people, issues and subjects. Use text, video, photography, Blabs, Hangouts. Try YouTube shows and podcast soaps. Mix it up!
Your brand may be integrated, even featured, but DON’T PUSH IT on readers & viewers. Respect their intelligence. Give them info they CRAVE, not info YOU crave. It must be audience-focused.
It must be journalism.
So, Rule #1: Create Original CAFE
The kind people love to hang out with, cuddle with, have fun with, usually with friends, as in this urban café.
CompellingAudience Focused
Editorial
Rule #2
Pay for the content,NOT the amplification.
For amplification, use FREE public relations & direct marketing. Remember those lost arts? Strategic media relations? Surgical database management? Influencers? Partnerships? We haven’t forgotten. And digital has only made them more powerful.
CAFE this good SELF AMPLIFIES. You don’t need to spend money in paid amplification systems, unless you have a gazillion dollars, which you probably don’t. If you have a budget, use it to make your content even richer and more exciting.
Rule #3: Build a raving communityYou’re a social changer, so take the mission and passion
that drive you, inject it into your amazing CAFE content,amplify it through influencers, media and partners oflike mind and soul, and you will attract followers who
also share your mission and passion. Then, deploystrategies to turn the group into a true COMMUNITY.
This isn’t about playing the typical low-ROI gameof counting likes and red hearts on social media.That is so 2015. Next Content Marketing is about
making a real CONNECTION with real PEOPLEacross social media, email and other channels.
They join you and share your stories becausethey share your SOUL. Your brand’s soul.
And when they do, they become advocatesand ambassadors. Magic happens when
you place your brand at the heart of ahuman circle. Planet. People. Profit.
Tap into the psychology of sports fans, but with your social+climate purpose and plan.Do you know the Cleveland Indians story?
Now,turn theThree Rulesinto a ContentMarketing Formulato achieve DramaticBreakthrough & WIN
Speaking of your, and the world’s, social+climate mission, and
the fact that your solutions have become the world’s new
ratchet-up mechanism, you should know that a ratchet—
aside from being a synonym of acceleration, in this case of
solutions to social and climate change—is also a mechanism
that allows a tool or lever to move in only one direction.
In your case, that would be up, for growth and better results.
We don’t know if the planet can take much more traditional
growth, but we are certain YOU must grow, because you have
the (non-traditional) solution in your hands.
It is called your brands—if you’re a company. Your services if a
city or NGO. As we’ve seen, Content Marketing has become
THE way to ratchet up your sales and growth, and so we’ve
placed it at the very heart of a model to do just that...
by
The Formula
Publish withJournalism.
Ratchet up your:❏ Reputation❏ Authority❏ Culture❏ Relationships❏ SALES
Use your budgeton Content.
Build a ravingCommunity.
Value. Strategy. Branding. Message. Web Presence. Issues. Passion Code.
So here’s how it works, Step By Step:
We begin at the top, where we dig deep to connect with your essence, because your stories and web presence must be aligned with YOU, with the “code” that stirs passion toward you. We’re joined in this step by our colleagues at COMMON (more in a bit...).
Your passion code and essence in hand, we are now able to develop your CAFE, or your Compelling Audience Focused Editorial. Again, the journalist in us, Alex’s strength, the result of 12 years as reporter & editor and many more as freelance writer/editor.
That includes a strategy to drive story selection, format (text, photo, video, etc.), channel (your own magazine/blog, which public sites to use, etc.), metrics, and an annual calendar to keep it all organized, exactly what real newsrooms do every day.
Your essence and CAFE strategy in hand, before publishing a single story, we first map your audiences. In advertising, this basically means your target customers, which is why under that formula you end up paying too much to reach them. It is also why, for Content Marketing to work, the program should be managed by a non-advertising team wired for this alternative approach.
Under the powerful AlexDiazEco Formula for Content Marketing Breakthrough, we deploy pr and direct-marketing strategies to rock and absolutely power your content. There is, you see, a fact usually missed by someone outside the field and worth repeating here:
Compelling Audience Focused Editorial SELF AMPLIFIES!!
Here’s how. Before you publish stories, build a robust DATABASE of your stakeholders (people with a stake in your business, NGO or city, including your clients, target clients, neighbors, employees, others) and those influencers who can catapult your stories (trade leaders, potential partners, celebrities and others). Also target journalists in the media and communities in social media. Media. Database. Influencers. Partnerships. This is what we do in pr and direct, and it is far more AFFORDABLE than ads!
Finally, we start publishing your amazing content and deliver first to those database contacts to achieve early and strong viral impact and PASSIONATE ENGAGEMENT. The key is to build an Email Circle and a Social Community of people who love you, and funnel them into your CRM to convert leads and achieve DRAMATIC BRKTHRU.
Brand-Issue Community.CRM. Leads. Sales Funnel.
Stakeholders
Influencers
Media
Social Media
Email Circle
CAFE Content
RATCHET by
ACCELERATE. Redefine Business.
Value. Strategy. Branding. Message. Web Presence. Issues. Passion Code.
To compete and winthese days, you must stay many steps ahead of the field...always. With content, yes, and now this.
There are countless entrepreneurs, com- panies & NGOs in the social+climate space. We huddle in groups and associations— B-Corp, Yunus, Ashoka, and so many others. Social media is full of great and extremely helpful communities. Visionary businesses find fantastic value across this spectrum.
There is one huge gap, however, keeping us from scaling as rapidly as we absolutely must to make an even bigger difference in our markets. It’s CREATIVITY. Inventiveness. Innovation. It’s that special skill few compa- nies have, mission-focused or traditional, to keep them at the cutting edge in all aspects of the business: marketing, HR, sales, export markets, production, logistics, you name it.
That’s where COMMON comes in. We are three things: a global community of insanely inventive advisors, a collaborative brand you can share to make your own brand stand out as part of a bigger network of mission companies, and a business incubator.
You use the parts you need. Our central L.A. office serves as your clearinghouse and outsourced Creativity Unit. The critical point is not to go without the quality and depth of creativity that can deliver ACCELERATED SCALE for your business. So join us today, because together, we can be Fearless.
Turn your social+climate brand and passioninto a compelling story of solution and change.
Turn your compelling story of solution and changeinto a raving community of change makers.
Turn your raving community of change makersinto global ambassadors for your brand and solution.
Only then will your brand and solution, teamed up with all others,create the change your passionate community craves.
This is who we are.
An independent COMMON Company and boutique Content Marketing agency focused on affordable solutions that catapult subnational mission brands to dramatic breakthrough.
We connect with you, design strategy, present a solution, and deploy the team that will deliver.
We do this because now the world knows national governments and large players will fall short of solving climate change if left alone. There is no longer any doubt. To avoid collapse, YOU have become the hope. YOU are the solution we must all ratchet up.
Take advantage of this enormous opportunity. Scale. Grow. WIN.
Breakthrough Content Marketing
alexdiazeco.comcommon.is
We’re in San Juan, PR (USA)
Alex studied development at DePaul (Chicago) and UCLA. His career spans 12 yrs in journalism, 11 in marketing & communications (across disci- plines), 5 in sustainability management and green marketing, and the last two in consulting and stakeholder relations. He is writing his first book, Green Hope, a look into what development has become and what can be done. He hopes your story will be featured. alexdiazeco @alexdiazeco
Subscribe to Alex’s columns in
➔ Breakthrough Point Content Marketing news, every third Wed at 12:00 noon Atlantic
➔ New Climate Imperative Progress updates and opinion, every third Sat also at 12:00n AST