Content Marketing Master Class - New York
 

Content Marketing Master Class - New York

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We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social ...

We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload.

Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer.

So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base?

The answer is content marketing.

More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.

At the Content Marketing Master Class, you’ll have a chance to learn from and interact with many of today’s top content strategists who have had a hand in shaping the industry into what it is today.

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Content Marketing Master Class - New York Content Marketing Master Class - New York Presentation Transcript

  • Welcome To
 New York
  • AGENDA ! Two Things:
 1.Quick Housekeeping 2.The State of Content Marketing 3.Beginning Your Mission !
  • WIRELESS PASSWORD
  • #CMWORLD
  • PERCENTAGE OF B2B MARKETERS USING CONTENT MARKETING
  • Only 42% believe their
 content marketing is effective
  • PERCENTAGE OF B2B MARKETERS HAVE A DOCUMENTED CONTENT MARKETING STRATEGY
  • Producing Enough Content
  • WHY?
  • Enabling Women to Have More Quality Time with Their Families
  • Enabling Teen Girls to
 Be More Confident with
 Their Bodies
  • Helping Men Become
 Better Men
  • Help Engineers Answer
 the Most Challenging
 Industrial Solder
 Questions
  • Think About Your
 Content Marketing Mission
  • Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
  • Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience
  • Welcome To
 New York
  • The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.
  • marketing leaders
 feel the pressure “on the clock”
  • CMO’s feel
 they don’t have the right people
  • CMO’s feel
 unready for technology ... and yet...
  • “Content Marketing will have huge effect. We have to figure out how to stay relevant and engaging.” CMO Fortune 500 CPG Company
  • They’re not unaware. ! ! They’re just wrong.
  • “You may hate gravity. But gravity does not care.” - Clayton Christensen
  • 50,000 Impressions 1% CTR - (500 Visitors) $6.00 CPC 30 Demo Requests - 6% Conversion Rate 10 Demonstrations - $300 / Demo 1 Customer - $3,000 Cost Per Customer
  • 50,000 Impressions .5% CTR - (250 Visitors) $6.00 CPC 75 Downloads - 30% Conversion Rate
 ($20 ea) 9 Demonstrations - $300 / Demo
 ($166) 3 Customers - $500 Cost Per Customer
  • One Year Later: ! Organic Traffic - 30%
 Engagement +150% Inbound Links: +40%
 Social Sharing +100% Sales +185%
  • B2B Training Software Company ! 8 Months Later - Customer Acquisition: ! 1.2x the cost 1.5 x as long…. ! ! ……..wait for it
  • B2B Training Software Company ! 8 Months Later - Customer Acquisition: ! Spent 2x as much Stayed 5X as long 2X more likely to share ! !
  • Be'Found' Meet'Demand' Creates'Demand' Differen;ates' Generate' Awareness' Create' Trust' “You;lity”' SEO' Inbound' Marke;ng' Awareness'Builder' Creates' Evangelists' Changes'Beliefs' Nurture'Change' Thought'Leadership' Storyteller'
  • Financial Services Strategy Firm ! Be'Found' Generate' Awareness' The Plan • Website: Daily - 3 “How To” Articles • Blog: “The World’s Largest FAQ” Post Meet'Demand' • Social: Daily posts on FB, Twitter Etc.. Creates'Demand' • LinkedIn: Company Page, Blog Posts Differen;ates' Create' Trust' !“You;lity”' From Good to Better: SEO' Inbound' Marke;ng' Changes'Beliefs' ! Nurture'Change' SEO Results: Top 10 across 20 keywords • Websites - 25% increase in traffic • Blog: 100% increase in traffic Thought'Leadership' Storyteller' • Social: Thousands of likes, 5K followers • Awareness'Builder' Creates' Evangelists' !
  • Financial Services Strategy Firm ! Meet'Demand' Create' Trust' “You;lity”' The Plan • More traffic didn’t actually = better results • SEO results are great - but who cares? Creates'Demand' • Realized - Less content and more
 Differen;ates' “tentpole pieces” and re-use provided
 Creates' better quality traffic, helped sales more. Evangelists' Changes'Beliefs' ! Nurture'Change' From Better to Great: ! • Thought'Leadership' • • ! Research studies (6-8 weeks of production) Storyteller' Aggregate client data (quarterly, yearly) Industry/Influencer expertise
  • Be'Found' Meet'Demand' Creates'Demand' Differen;ates' Generate' Awareness' Create' Trust' “You;lity”' SEO' Inbound' Marke;ng' Awareness'Builder' Creates' Evangelists' Changes'Beliefs' Nurture'Change' Thought'Leadership' Storyteller'
  • Financial Services Strategy Firm ! • • • • Average Approx 100 Subscribers Passionate Subscribers Top 5 reason for renewal 4 New engagements from new clients ! ! • • • • ! ! “You Are The Program” Conference 150 Attendees (Limited) Waiting list now 25 new projects (hallway conversations)
  • Be'Found' Meet'Demand' Creates'Demand' Differen;ates' Generate' Awareness' Create' Trust' “You;lity”' SEO' Inbound' Marke;ng' Awareness'Builder' Creates' Evangelists' Changes'Beliefs' Nurture'Change' Thought'Leadership' Storyteller'
  • The New Muscle ! ! ! Not Describing Our Becoming The
  • DEVELOP TWO IDEAS ! A FIRST STEP - 
 IMPROVEMENT TO AN EXISTING APPROACH ! ! ! ! AN IDEA FROM GOOD TO GREAT 
 OUT OF THE BOX
  • Jason Miller Senior Mgr. Content Marketing
 Linked-In ! Amanda Maksymiw Content Marketing Manager Lattice Engines ! Sarah Skerik Vice President, Content Marketing PRNewsire ! ! Michael Gerard CMO Curata

  • 560 / Day !
  • 3,000 / Day !
  • 13,000 / Day !
  • In 2014 it’s the relationship that matters. We have to not only GRAB attention from the audiences that matter. We have to hold it, so that WE matter to them. !
  • 1,800,000 Views 6 Years Human Time 16 Years Human Time Every Hour... 185,000,000 Views 1,200 Years Human Time How will we ever get that many....
  • The Network Effect Avg. <7,000 Views New Audiences For Blog 1st Cisco content aired on TV – For Free Direct engagement with specific customers AT&T New York Times, Verizon
  • 1,800,000 Views But Only 1 Counted
  • CUSTOMER: Prod. Dev. R&D People Procurement AUDIENCE: CEO’s Associations Food Magazine Editors Chefs / Bartenders Planners A Different Story: Instead of creating content trying to influence the Product Development people. ! Create content around being a “taste-maker” and influence Chefs and Bartenders about the newest flavors that are becoming Hip.
  • Welcome To Wimpy Tech ! ! Technology company..... ! The Windows Integrated Management Program (The WIMP) ! ?? Audience Personas
  • Let’s Get To The Personal UVP ! ! Meet Jeremy ! •  Mid  30’s  –  Coffee  lover     •  Works  at  a  bank     •  Responds  to  email;  phone  not  so  much.   •  Frustrated  because  his  company  is  growing  too  fast  to   keep  up  with  support
 •  Young,  family  man
 •  Sales  USP:  Enable  Jeremy  to  be  25%  more  effecQve!  
 •  Personal  (Audience)  UVP:  Give  me  more  Qme  to  be  me!!
  • Let’s Get To The Personal (Audience) UVP ! ! Meet Cheryl ! •  CFO  for  the  bank  -­‐  actually  signs  the   check  for  Wimply  Tech     •Sales  USP:    Save  hundreds  of   thousands  of  dollars   •  Personal  UVP:  Make  me  a  CFO   Rockstar  in  my  industry
  • ! ! Who Else? Let’s Get To The Personal UVP ! •  Who  else  might  be  an  influencer  /  audience   persona?   •  While  you  think...  Maybe  some  other   examples...   ! The Keys To Audience Personas
 •  Detail  -­‐  make  them  real  people   •  Understand  their  moQvaQon   •  What  is  VALUE  for  them   •  What  EMOTIONAL  CONNECTION  can  we  make   with  them?

  • Go Get The Real Story ! ! Put your reporter hat on... ! •  WHO  is  the  persona  ...  emoQonally   adached   •  WHAT  does  he/she  do?    
 What  does  her  day  look  like?   •  WHERE  is  the  gap  in  his  needs/wants?     Even  beyond  our  product  or  service?   •  WHEN  do  they  need  to  close  this  gap?   •  WHY  does  he  care  about  US  -­‐  Not  our   product!   !
  • One innovative example…! •  •  •  •  •  •  Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour* Visited*30*Customers*in*10*ci?es*over*12*Weeks** NOT*About*Product*–*About*Connec?on* Discoveries*Galore…*Photos*Galore…*Stories*Galore…* They*didn’t*care*about*75%*the*stuff*we*were*talking*about.* Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*
  • “Today, TV is a bigger business than the old narrowly defined movie business ever was. ! Had Hollywood been customer-oriented (providing entertainment) rather than product oriented (making movies), would it have gone through the fiscal purgatory that it did?” ! - Theodore Levitt Marketing Myopia
  • “People don’t buy WHAT you do, they buy WHY you do it.” - Simon Sinek
  • “The king walked through the misty forest, the prince walked through the misty forest and the queen walked through the misty forest.” - Plot “The king walked through the misty forest, followed by the queen and prince who danced through the misty forest... - Story as they danced... the trees transformed into giant dragons.....”
  • Modular Data Centers ! Typical Services Methodology: Plan, Design, Build, Maintain ! Benefits/Features We’re Better,We’re Faster,We’re Cheaper
  • Getting to why.... ! Content Marketing Program: Directed at the IT (CIO) side of the business. ! Topic/Idea: Modularized Data Centers: The Future ! ! Blogs talking about how they work Show success stories about them... case studies Cool video of time lapse of building one... How our company does them faster... Types of infrastructures - detailed specifications...
  • Using the 5 why’s.... ! Content Marketing Program: Directed at the IT (CIO) side of the business. ! Topic: Modularized / Containerized Data Centers: The Future ! Why is this topic important
 to CIO’s Because our MC Data centers
 are less expensive and more agile than traditional data centers
  • Using the 5 why’s.... ! Content Marketing Program: Directed at the IT (CIO) side of the business. ! Topic: Modularized / Containerized Data Centers: The Future ! Why is it important for CIO’s to have less expensive and more agile data centers? Because the needs of computing in the business are rising exponentially, and CIO’s need to have faster/less expensive ways to manage their costs
  • Using the 5 why’s.... ! Content Marketing Program: Directed at the IT (CIO) side of the business. ! Topic: Modularized / Containerized Data Centers: The Future ! Why is it important for CIO’s to know about ways to manage costs and be faster? Because if they stay current with these future trends, then they can expand their business more quickly and have a competitive advantage.
  • Using the 5 why’s.... ! Content Marketing Program: Directed at the IT (CIO) side of the business. ! Topic: Modularized / Containerized Data Centers: The Future ! Why is it important for CIO’s to about how future trends can give their business a competitive advantage. Because if they don’t stay ahead of the curve, their company may go out of business, or they may be out of a job.
  • Using the 5 why’s.... ! Content Marketing Program: Directed at the IT (CIO) side of the business. ! Topic: Modularized / Containerized Data Centers: The Future ! Why is that important to CIO’s? Because their livelihood depends on having this knowledge.
  • And Now A Bit Of Magic... ! We believe in the office of the CIO ! ! ! But things are changing fast - and in order for them to stay competitive on the job market, they must stay ahead of the curve or they (or their company) will be out of business. 5
 4
 ! So, we help them stay current by delivering the most important future trends to help them expand their business and create competitive advantage. ! The needs of business computing are rising exponentially, and CIO’s must keep up with ways to do things faster, and less expensively. ! Modularized, Containerized Data centers - and the trends and best practices in deploying them are a powerful new way for the CIO to stay competitive. 3
 2
 1
  • Getting to why.... ! Content Marketing Program: Directed at the IT (CIO) side of the business. ! Topic/Idea: The Lean And Mean CIO ! ! ! ! Why You aren’t ready for a mission critical business? CIO Profiles: The missing component from a mission critical career?
 Is Big Data Portable - Smart CIO’s Are Making Big Data Smaller.... Are YOU ready for Global data management
  • GET TO THE STORY ! Take One Of Your Ideas From Before Decide on an audience persona for whom you will develop this. ! Find a partner, and go through the “5 Why’s”. Get to your deeper story. ! !
  • Develop your pitch. ! 1. What’s the story. 2. How does it work across channels
 and across functional areas. 3. Bonus for mixing models across
 groups and channels ! !
  • Chief  Content   Officer Managing   Editors Content   Producers Content   Creators ! 1. Build the collaboration
 first - then the structure.
 2. Find the “pockets of
 Chief  Listening   excellence” and build
 Officers on them.
 3. One house. One street
 one neighborhood. ! !
  • The editorial calendar within…
 The editorial calendar within… ! The marketing calendar…. ! Within…
  • Master Calendar Channel Calendars
  • A good EC is more than just slotting random content into a datebook. ! Maps to the story, our personas, the engagement cycle and our overall goals. ! It gives us the ability to plan, react and keep on track with measurement. ! Collaboration tool for other members of the team.
  • Prioritized list of what/when/where you are publishing based on story map. ! Assigned Managing Editor / Content Creator. ! Dates - creation, due, finalize, legal, archive etc.. ! Metadata for insight and organization - could be personas, engagement cycle, legal etc.. !
  • Goals Can Be Set By Content by Persona Etc.. ! An integrated editorial calendar Enables you to see where the content
 marketing is, or isn’t having effect.
  • Product&:Launch& Cross&The&Threshold& & Act&1 Establishing&Hero Editorial&Velocity& & & Focus&on& customer& pain .&What&the&ordinary& world&is&dealing&with & But&There s&A&New&Way…& & Month&1&&&& Month&2& Month&3& & & & & Month&6& Month&7& Act&2 Establishing&Vision & The&New&Way. Focus&on& best pracCces .&&& & & & & Introduce&Social&Web ConversaCon&–&Challenge the&status&quo.&We re facing&the&challenges& Month&4& Month&5& & Act&3 Victory&L The&New& World & We re&here. Success.&&We ve& met&the& challenge.&Case& studies,& interviews& & & &
  • Take your “pitch idea” and start your
 story map. What does it look like? ! Identify phases, rollout among channels
 and identify the metrics for success. ! It becomes your pitch to the CEO for 
 taking your content marketing to the 
 next level.
  • “The big question is whether you are going to be able to say a hearty yes to your adventure.” ! “The goal of life is to make your heartbeat match the beat of the universe, to match your nature with nature.”
  • BUT IT HAS TO BE TRUE
  • 70/20/10 Investment Model ! Jonathan Mildenhall,
 Worldwide VP of Creative
 Coca Cola