The document discusses various aspects of content creation and marketing, emphasizing the importance of storytelling and audience engagement. It categorizes content into four types: promoter, preacher, professor, and poet, each with distinct attributes and goals. The document also highlights best practices, challenges in content creation, and the need for brands to connect emotionally with their audience to build trust and drive engagement.

2. @Robert_Rose
www.robert-rose.com

3. We’re Not In The Business Of TRUTH

4. Here are some things I KNOW…
I’m not really going to drag and drop
my presentation on my iPad
The Doubletree hotel Social Media person
is not *really* sorry to hear my problems…

5. Here’s some things I KNOW…
The classic Coca Cola ad to teach the world
to sing was completely contrived.
SIRI is not really going to bring me soup.

6. Here’s some things I KNOW…
There are only 11 minutes of football in a
three hour game…
William Shatner is not really Captain Kirk…

7. “I don’t want realism,
I want magic! Yes, Magic.
I try to give that to people.
I don’t tell truths.
I tell what ought to be the truth.”
Blanche Dubois

8. “If you can’t describe what your
doing as a process, you don’t
know what you are doing”
W. Edward Deming
List of Headlines
Or things I know to be true

10. What’s The
BIGGEST
challenge to
creating
content?

11. WHICH WAY IS UP?
We think we don’t
know how…
Convincing us
that our story
isn’t very
interesting
Producing
derivative,
unoriginal
content
We THINK we can’t
create enough
So, it’s not the most
valuable use of time
Perpetuates the belief
that we can’t
be creative
Urges us to
outsource all our
content creation

12. THE POWER OF BELIEF

13. 170,000 – SAG Members
90% Unemployed
2% Make $200k+
---------------------------
60 A-List Actors…
5 Million new businesses a year.
50,000 get $$$
1% achieve a successful exit
---------------------------
150 A-List Businesses ($100m+)
1 In 3,000…
1 In 500…
1 In 33,000

14. PROMOTER
POET
PROFESSOR
PREACHER

15. Story-Driven Content Creation
PROMOTER
Needs & Wants
PREACHER
PROFESSOR
Discovery & Answers
Interest & Passions
POET
Feelings & Beliefs

16. The Promoter
“While our access to raw information has
grown exponentially, our time to process
this information has declined rapidly,
which has placed an unprecedented
premium on the act of meaning-making.”
- George Dyson

17. The Promoter
Content that we create that facilitates the
sale of our product or service.
Examples:
The web site, our pitch,
one-sheets, case studies etc...
Attributes:
Core messaging, high velocity,
talks about US.
T
argets:
Our audience needs & wants
Drives:
Commitment

18. The Promoter
Best Practices….
Tim Reisterer – Corporate Visions
(Concrete, Context and Contrast)
Michael Weiss – Pitch Elevation
(How to win the deal)
Nancy Duarte – Resonate
(Persuading audiences to commit)

19. The Preacher
“More contact means more sharing of
information, gossiping, exchanging, engaging –
in short, more word of mouth.”
-- Gary Vaynerchuk
“We have embarked upon the world’s largest
and longest cocktail party, and every issue
imaginable is up for grabs.”
-- Geoffrey Moore

20. The Preacher
Content we create to drive awareness of
our approach. Create content in order to
be found and evangelize our ideas.
Examples:
The blog, the social media
channels.
Attributes:
High velocity, Findability-
driven, Awareness-focused
T
argets:
Discovery & Awareness
Drives:
Engagement

21. The Preacher
Best Practices….
Marcus Sheridan – The Sales Lion
(Use Content T Attract Customers)
o
Hubspot – Inbound Marketing
(Use content to be found online)

22. The Professor
When you can do the common things
of life in an uncommon way, you will
command the attention of the world.
--George Washington Carver
“If you sell something, you make a
customer today. If you help someone,
you may create a customer for life.
--Jay Baer

23. The Professor
Content that we create to build trust,
establish our differentiated approach, and
build relationships
Examples:
Any content that provides
“Youtility”
T
argets:
Audience interests & passions
Drives:
Meaning

24. The Professor
The power of story resources…
Jay Baer - Youtility
(Content so good you’d pay for it)
Ann Handley & CC Chapman – Content Rules
(Share or solve; don’t shill)

25. The Poet
“Just because I don't care, doesn't mean I
don't understand.”
--Homer Simpson
"Sometimes a scream is better than a
thesis.”
-- Emerson

26. The Poet
Content we create to bind our brand to
our audience’s belief systems. Content
that connects emotionally in order to
create affinity
Examples:
Videos, pictures, any content
that connects to feelings.
T
argets:
Feelings & Beliefs
Drives:
Emotionality

27. The Poet
Best practices…
Robert Rose – Content Marketing Institute
(What I mostly blog about…)
Carla Johnson – T
ypeA Communications
(B2B Brand Storytelling)
Thomas Asacker – Business of Belief
(Change your behavior and your
behavior will change your mind)
Youngme Moon – Different
“marketing has become the soundtrack of
our generation.”

28. Putting It All T
ogether
A B2B – T
echnology Company
The PLAN
Spec-Sheets, Case studies, PDF’s, emails,
news-events… All the usual stuff.
The DO
Changed to storytelling and focusing on the
experience…
The CHECK
Fueling sales enablement better – sales
teams better enabled.
THE ACT
Content marketing for awareness purposes
– more leads.

29. Putting It All T
ogether
A B2B – T
echnology Company
The PLAN
New blog team - 3 How-to articles weekly. T 5 reasons
op
blog posts daily – High velocity content shared through
social media
The DO
Focusing on getting SEO results, and being found for
new lead generation
The CHECK
T 10 across across 20 keywords and phrases. 100%
op
increase in traffic. 50,000 followers across social
channels
The ACT
Lead quality – and flattened SEO results… What’s next?

30. A B2B – T
echnology Company
The PLAN
Decrease velocity – higher priority on helpful,
tent-pole pieces. Research Studies, aggregated
customer data, industry expertise.
The DO
Focus on quality of leads, increasing education of
customer of ALL services, raise “quality” of Net
Promoter score for existing customers
The CHECK
Increase both number and quality of leads,
anecdotal evidence of customer satisfaction –
greater cross-sell opportunities.
The ACT
Re-brand under-way, want to connect more
deeply with SMB’s and new markets

31. A B2B – T
echnology Company
The PLAN
Add in special, focused videos and content
directed to the “owners” of the businesses the
focus on. Connect emotionally with brand.
The DO
Focus on what it’s like to have to make decisions
about handing business to children, make
decisions about expansions, retire…. Feature real
stories.
The CHECK
Just starting…..
The ACT
How to integrate these things together?

32. Brand Storytelling
Magic In The Mixing
Most common
Content marketing
Story-Driven
Content Creation
It’s a Spectrum Not A Pie
Very difficult to
achieve well.
Most common
Content
marketing
mistake

33. Net A Porter
Multi-Channel Editorial
Focused on SEO
Integrated seamlessly
With commerce
£23,000 / month

34. CMO.com
Pure curation – grown into
20% original “thought
leadership” content.
125,000 pageviews / mo.
16,000 Suscribers

35. “Curation was a great way for us to build
Audience and critical mass – but it was
the addition of original content that
enabled us to develop the distinctive
Adobe point of view. That helps us
position our employees as thought
leaders in the space – and ultimately
helps us influence it.”
-- Timothy Moran, Editor in Chief

36. “In today’s marketplace, it’s
not only important that we
GRAB attention. We must
HOLD it as well.”
-- Robert Rose

37. You Don’t Have T Be BIG
o
You have to be REMARKABLE

38. The Network Effect
Avg. 7,000 views each
1st Cisco Content aired on TV
New Audiences For Blog
Direct engagement with specific
customers: AT&T, NYT and Verizon

39. “Until you make the
unconscious conscious, it will
direct your life and you will
call it fate.”
Carl Jung

40. Plan > Do> Check> Act

41. THANK YOU
@Robert_Rose
www.robert-rose.com