Content Marketing - Building The Practice Perfect

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These are the slides for my session at The Bolo 2012 Conference. Here I'm sharing the experiences of the strategy division of Content Marketing Institute and how we've structured a content marketing strategy/planning practice.

Content Marketing - Building The Practice Perfect

  1. 1. Thursday, October 11, 12
  2. 2. MY STORY @Robert_RoseThursday, October 11, 12
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  4. 4. I Still Get To Work With Rock StarsThursday, October 11, 12
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  7. 7. 1. What is Content 2. The CM 3. Time To Marketing & Why Opportunity Get It Do You Care For Agencies Done.Thursday, October 11, 12
  8. 8. 1. What is Content Marketing & Why Do You CareThursday, October 11, 12
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  17. 17. I was either going to have to spend 2 Years teaching our agencies to do this. Or, I could give it away and get straight to work. - J. MildenhallThursday, October 11, 12
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  20. 20. 54%Thursday, October 11, 12
  21. 21. Budget to License Content Lack of Buy-In or Mgmt Support Budget to produce content Producing enough content Creating content that engages 0% 13% 25% 38% 50%Thursday, October 11, 12
  22. 22. Budget to License Content Lack of Buy-In or Mgmt Support Budget to produce content Producing enough content Creating content that engages 0% 13% 25% 38% 50% Symptom Not The DiseaseThursday, October 11, 12
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  25. 25. Can we make sense of the true nature of Search? Can we drive better traffic? Can we actually make a business case for a retargeting network? Can we make PPC better…Thursday, October 11, 12
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  27. 27. Our Software Is Great Be A Superhero www.company.com www.company.com Customized Software for the enterprise True software success. Free Guide - Get A Custom Demo! To Build The Business Case.Thursday, October 11, 12
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  29. 29. Can we make PR really work for marketing. Can we bring the “relations” back to public relations. Can we become thought leaders and tell human stories instead of canned releases…. Can we make PR better?Thursday, October 11, 12
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  32. 32. Can we create more valuable Can we create customers who customers? will defend our brand Can we make it easier to Can we make Customer retain and/or upsell customers Loyalty better?Thursday, October 11, 12
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  36. 36. 2. The Content Marketing Opportunity For AgenciesThursday, October 11, 12
  37. 37. Anatomy Of A CM EngagementThursday, October 11, 12
  38. 38. Anatomy Of A CM Engagement 1. Align audience with goals 2. Identify the larger story to be told 3. Map that story against personas, goals and capabilities 4. Create planThursday, October 11, 12
  39. 39. Anatomy Of A CM Engagement 1. Purpose 2. Pillars Of Content 3. Measurement & ROI Drivers 4. Content Execution 5. High Level SEO Strategy 6. Content Creation/ Curation Workflow & Process 7. Content Re- purposing Process / SocialThursday, October 11, 12
  40. 40. Anatomy Of A CM Engagement 1. Learn 2. Plan Audit Analysis Strategy 3. Create Workflow Writing Delivery 4. Govern Measurement MaintenanceThursday, October 11, 12
  41. 41. Anatomy Of A CM Engagement 1. Content Promotion “marketing the marketing” 2. Measurement against story & goals 3. Content & Conversation Plan.Thursday, October 11, 12
  42. 42. It’s where most content agencies start. Google  sez  there’s   4  million  ways  to  say We  listen  to  you... We  repeat  it  back... We  design  it... We  develop  it... We  help  you  maintain/measure  it...Thursday, October 11, 12
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  44. 44. 1. Larger story of CREO. 2. 4 Pillars Of Content 3. Measurement Goals 4. Refined Audience Personas 5. Built The Story MapThursday, October 11, 12
  45. 45. 1. Defined Process 2. Assigned Roles 3. Sourced All Content 4. Editorial Calendar (First Three Months) 5. Integrated Story MapThursday, October 11, 12
  46. 46. 1. Align story map & calendar to plan 2. Sales content scheduled 3. Work w/ agency & sales to ensure right calls to actionThursday, October 11, 12
  47. 47. 3. Time To Get It Done.Thursday, October 11, 12
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  49. 49. TOTAL ENGAGEMENT 100 HOURS ROLES: 1. CM Strategist 2. Strategy Consultant 3. Niche Expertise (Industry etc..) 4. Research (SEO, Personas, Competitive etc..) OUTPUT: What’s the right story and how to tell it.Thursday, October 11, 12
  50. 50. TOTAL ENGAGEMENT 75 - ??? HOURS ROLES: 1. CM Strategist 2. Content Strategists 3. Technology 4. Content Auditors (Audit Personas, Competitive etc..) OUTPUT: What do we need & how we actually get this done.Thursday, October 11, 12
  51. 51. TOTAL ENGAGEMENT 40+ Hours ROLES: 1. CM Strategist 2. Marketing Strategist 3. Creative 4. Technology OUTPUT: Planning for “marketing the marketing”.Thursday, October 11, 12
  52. 52. “My kid races 800,000 Circ. to the mailbox” $20K Ad $4.99 IssueThursday, October 11, 12
  53. 53. Thank You! @Robert_RoseThursday, October 11, 12

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