Your SlideShare is downloading. ×
0
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Content Marketing - Taking The First Beautiful Steps
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Content Marketing - Taking The First Beautiful Steps

1,064

Published on

My p[re

My p[re

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,064
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
22
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Sunday, April 21, 13
  • 2. Sunday, April 21, 13
  • 3. Sunday, April 21, 13
  • 4. Sunday, April 21, 13
  • 5. Sunday, April 21, 13
  • 6. Sunday, April 21, 13
  • 7. Sunday, April 21, 13
  • 8. The new nature of searchmarketing?Can we drive better traffic?Can we make re-targetingbetter?Can we make PPC better?Sunday, April 21, 13
  • 9. 50,000Impressions1% CTR - (500 visitors) $6.00 CPC30 Reqs. - 6% Conversion10 Demos - $300 / Demo1 Customer - $3,000Sunday, April 21, 13
  • 10. 50,000Impressions.5% CTR - (250 visitors) $6.00 CPC30% Conv. - 75 DL’s ($20)12% Conv. - 9 Demos ($166)3 Customers - $500Sunday, April 21, 13
  • 11. Sunday, April 21, 13
  • 12. Can PR really work formarketing?Can we bring the“relations” back?Can we becomestorytellers?Can we make PR better?Sunday, April 21, 13
  • 13. Sunday, April 21, 13
  • 14. Sunday, April 21, 13
  • 15. Let’s stop chasing our “long tail”Can we create content that isliquid?Can we tell stories, not settlebets?Can we make SEO better?Sunday, April 21, 13
  • 16. Sunday, April 21, 13
  • 17. Future. Focused. Passionate.Less content. Higher Quality.One Year Later:Organic Traffic: -30%Engagement: +150%Inbound Links: +40%Social Sharing: +100%Sales: +185%Sunday, April 21, 13
  • 18. Create more valuable customers?Easier to upsell/cross sell?Create defenders of our brand?Can we create brandsubscribers?Sunday, April 21, 13
  • 19. Social to engage new prospects.Results:3 week close instead of 1HR.217% more likely tomake first payment andcontinue to makepayments.Sunday, April 21, 13
  • 20. B2B Services Company“okay, we’ll try this contentmarketing thing”Customer Acquisition1.2x the cost1.5x as longSunday, April 21, 13
  • 21. B2B Services Company“wait for it....”Customer AcquisitionSpent 2X as muchStayed 5X as long2X more likely to shareSunday, April 21, 13
  • 22. Sunday, April 21, 13
  • 23. Sunday, April 21, 13
  • 24. 24%$18%$17%$8%$2012$Biggest$Challenges$Producing$Enough$Content$Producing$The$Kind$of$Content$That$Engages$Lack$Of$Budget$Lack$of$Buy@In$Sunday, April 21, 13
  • 25. ATTENTION!Sunday, April 21, 13
  • 26. 560 / DaySunday, April 21, 13
  • 27. 3,000 / DaySunday, April 21, 13
  • 28. 13,000 / DaySunday, April 21, 13
  • 29. In 2013 it’s the relationship thatmatters.We have to not only GRABattention.We have to hold it.- Robert RoseSunday, April 21, 13
  • 30. @ Robert_RoseSunday, April 21, 13
  • 31. @ Robert_RoseSunday, April 21, 13
  • 32. @ Robert_RoseSunday, April 21, 13
  • 33. @ Robert_RoseSunday, April 21, 13
  • 34. @ Robert_Rose1,800,000Views6Years Of Human Time1,353,000,000 Views10,425Years Of Human Time16YearsOf Human Time How will we everget that many....Every Hour...Sunday, April 21, 13
  • 35. @ Robert_Rose1,800,000Views But Only 1 CountedSunday, April 21, 13
  • 36. @ Robert_RoseHow do brands differentiate?Sunday, April 21, 13
  • 37. @ Robert_RoseSunday, April 21, 13
  • 38. Pretentious? Overwrought? Silly?Sunday, April 21, 13
  • 39. “advertisingagencies were notbuilt to deliver for“always-on”content marketing.Brands like oursneed highlycreative content.”Christa Carone – CMOXeroxSunday, April 21, 13
  • 40. “The challengefacing marketers ishow to effectivelyand efficientlyorganize for thisnew, nimble era ofcontent creation.”Paul Matsen – CMOCleveland ClinicSunday, April 21, 13
  • 41. “Brand storytelling is bothan art and a science. Ifyou’ve [delivered relevant,authentic experiences],your story can end up beingthe one that people loveand more importantlyremember.”Davide GrassoVP Global Brand MarketingNikeSunday, April 21, 13
  • 42. “The more I can use brand stories to createemotional connections to my consumers,the less I have to trade on it. ”Jonathan Mildenhall,Worldwide VP of CreativeCoca ColaSunday, April 21, 13
  • 43. If we believe that thescience of marketingcan be complexenough to make “datascientists” sexyWhy is it so hard tobelieve that the art ofmarketing can be ascomplex as the beststories ever told?Sunday, April 21, 13
  • 44. “In business, we delegate what’suncomfortable. Process makes uscomfortable, organized and scalable.But do we need to pit it againstcreativity?Beth Comstock, CMOGEWe require mental and physical space forideas to be shaped, shared, iterated,stomped to smithereens and reiterated.”Sunday, April 21, 13
  • 45. 350,000 ViewsSunday, April 21, 13
  • 46. Avg. <7,000 ViewsThe Network EffectNew Audiences For Their BlogSunday, April 21, 13
  • 47. Target 200 ClientsFinancial Services Company150% Increase In RetentionEvent, Email, Blog, VideoSunday, April 21, 13
  • 48. Sunday, April 21, 13
  • 49. Sunday, April 21, 13
  • 50. Sunday, April 21, 13
  • 51. @ Robert_RoseSunday, April 21, 13
  • 52. BUT IT HAS TO BE TRUESunday, April 21, 13
  • 53. Sunday, April 21, 13
  • 54. @ Robert_RoseThoughtLeader StorytellerMeetDemandTheEfficientFunnelCreatesTrustBefoundGenerateAwarenessTrustCreatesDemandDifferenAatesCreatesEvangelistsContentAwareSunday, April 21, 13
  • 55. @ Robert_RoseThoughtLeader StorytellerMeetDemandTheEfficientFunnelCreatesTrustBefoundGenerateAwarenessTrustCreatesDemandDifferenAatesCreatesEvangelistsContentAwareSunday, April 21, 13
  • 56. @ Robert_RoseThoughtLeader StorytellerMeetDemandTheEfficientFunnelCreatesTrustBefoundGenerateAwarenessTrustCreatesDemandDifferenAatesCreatesEvangelistsContentAwareSunday, April 21, 13
  • 57. @ Robert_RoseThoughtLeader StorytellerMeetDemandTheEfficientFunnelCreatesTrustBefoundGenerateAwarenessTrustCreatesDemandDifferenAatesCreatesEvangelistsContentAwareSunday, April 21, 13
  • 58. Whidbey Island TourismContent Aware• Increase in content, videos,e-newsletters and news• Focused on SEO• 60% increase in trafficSunday, April 21, 13
  • 59. Tenon ToursThought LeadershipStarted with SEO effort - AwarenessDeveloped a 57% increase in trafficDeveloped Landing pages w/ registrationfor specialized content/itinerariesIncreased leads by 504%Increased visits-to-lead conversion rate by 285%Increased sales revenue by 129%Sunday, April 21, 13
  • 60. RCIStoryteller• RCI created content for its Web site• Boutique custom-published magazine• Created iPad App out of magazine• Thousands of downloads“Endless Vacation always has the mostuseful info, beautiful photos, andenticing stories that make me want toget off the couch and hit the road!”- Review from iTunes Store  Sunday, April 21, 13
  • 61. “In business, we delegate what’suncomfortable. Process makes uscomfortable, organized and scalable.But do we need to pit it againstcreativity?We require mental and physical spacefor ideas to be shaped, shared, iterated,stomped to smithereens andreiterated.”Beth Comstock, CMOGeneral ElectricSunday, April 21, 13
  • 62. 70/20/10 Investment ModelJonathan Mildenhall,Worldwide VP of CreativeCoca ColaSunday, April 21, 13
  • 63. Sunday, April 21, 13
  • 64. Sunday, April 21, 13
  • 65. Sunday, April 21, 13
  • 66. Sunday, April 21, 13

×