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Content Marketing - A New Origin Story

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My Keynote for Content Marketing World 2016 - a new hero origin story for Content Marketing - a new approach to making Content Marketing a success in business.

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Content Marketing - A New Origin Story

  1. 1. CONTENT MARKETING AN ORIGIN STORY
  2. 2. AS TOLD BY… RoberT Rose Chief Strategy Advisor Content Marketing Institute
  3. 3. Any resemblance or similarity to content marketers or businesses is completely… um… intended! @Robert_Rose
  4. 4. Chapter 1…. It was a “meh” time… @Robert_Rose
  5. 5. Content Marketing! DEFLATED AGAIN! OHHH… Why does
 contenT marketing
 have to be so, so,
 average… @Robert_Rose 57% ASK “WHAT IS SUCCESS?”
  6. 6. mmmmpH! DATA 36% Feel EFFECTIVE! 71% Taking first steps! 20% Committed! 95% MORE CONTENT! @Robert_Rose FRANK, THE MILD MANNERED CONTENT MARKETER
  7. 7. Well, Frank, let me list the reasons… 1.There is too much content 2.costs more than Ads… 3.It’s too slow… 4.WE CAN’T BE DIFFERENT! 5.We can’t tie it to revenue… @Robert_Rose DAMMIT! he’s right….
  8. 8. There is too much Content! Oooohhh.. It’s soo000
 much…. Has there ever been a time when we said “wow, it’s so easy to stand out?” @Robert_Rose
  9. 9. The ad guy gets all the girls… It costs more than ads! @Robert_Rose Why is Advertising STILL the Standard?
  10. 10. I’ve got cold calls to make! IT’s TOO SLOW! Could it be that marketing itself is getting 
 slower? @Robert_Rose
  11. 11. Excuse Me! I don’t have time for “different” ideas. We cant be different! Really? Then you should quit. What you mean is you haven’t prioritized Being Different! @Robert_Rose
  12. 12. We can’t tie it to revenue Make it rain baby! Bullshit! Of course you can, content isn’t batman… It’s like any other business function! @Robert_Rose
  13. 13. WHAT’RE YOU GONNA DO NOW FRANK? I don’t know. I’m making this CONTENT up as I go along. I need… to find… the magic… approach… @Robert_Rose
  14. 14. CHAPTER 2 ONCE MORE INTO THE VENN… @Robert_Rose
  15. 15. Content marketing is not supercharged campaign marketing. BUT WHAT IS.. It… Where are we? We’re lost! That’s where we are @Robert_Rose FRANK GOES ON A JOURNEY….To cleveland
  16. 16. @Robert_Rose OWNED MEDIA PAID MEDIA SHARED MEDIA EARNED MEDIA IN A DARK CAVE LIES THE SACRED VENN AMULET OF PESO…
  17. 17. @Robert_Rose BUT A HIDDEN INSCRIPTION ON THE BACK PROVIDES A CLUE • DO NOT FORGET!! • MEDIA IS MADE UP
 OF CONTENT • Owned Media is different. • It is OUR WORKING MEDIA. IT IS THE ONLY ONE THAT IS NOT A SHORT TERM INVESTMENT.
  18. 18. Nobody cares about your DAMN
 white paper, Frank! Errrppp.. I can see that now. Content 
 Marketing Isn’t about
 The Content! It’s About The Audience. THAt’S THE VALUE @Robert_Rose
  19. 19. Meanwhile…. Back at FRANK’s WORK…. @Robert_Rose
  20. 20. WHY we can’t measure it! BECAUSE IT’S NOT OWNED MEDIA. IT’S SIMPLY AN ALTERNATIVE FORM OF CAMPAIGN COLLATERAL FOR PAID, EARNED OR SHARED MEDIA @Robert_Rose
  21. 21. WAIT…. I’VE BEEN THINKING THAT OWNED MEDIA IS JUST CONTENT… BUT IT’S ACTUALLY ALL CONTENT. OWNED MEDIA IS… ACTUALLY WORKING MEDIA! @Robert_Rose THE RADIOACTIVE ISOTOPE BEGINS TO AFFECT HIM…
  22. 22. “Tell me how you measure me and I will tell you how I will behave. If you measure me in an illogical way… do not complain about illogical behavior.” - Eli Goldratt @Robert_Rose
  23. 23. “When any new form comes into the foreground of things, we naturally look at it through the old stereos… we’re just trying to fit the old things into the new form, instead of asking what is the new form going to do to all the assumptions we had before..” - Marshall Mcluhan @Robert_Rose
  24. 24. CHAPTER 3 A HERO REBORN @Robert_Rose
  25. 25. IN DESPERATION… Frank MEETS WITH A MAD SCIENTIST, who ASKS… @Robert_Rose
  26. 26. What if we approach content marketing aS STRATEGIC MEDIA, AND not as an 
 alternative form
 of direct 
 marketing? @Robert_Rose
  27. 27. What if CONTENT marketing not only provided value in time - but also created customer experiences that increase in value over time? @Robert_Rose Of course, didn’t you see my card ARE YOU MAD!!
  28. 28. THE MOST EMOTIONAL CONTENT MARKETING STORY EVER TOLD what if we started… with the end? THE MOST DIFFERENTIATING THOUGHT LEADERSHIP My career is so clear now… Tools you can use! @Robert_Rose
  29. 29. @Robert_Rose
  30. 30. @Robert_Rose
  31. 31. @Robert_Rose
  32. 32. THE MOST EMOTIONAL CONTENT MARKETING STORY EVER TOLD @Robert_Rose
  33. 33. Even if you don’t Build it! I’ll be there. THINKING STRATEGICALLY COSTS 
 YOU NOTHING! AND it makes you more handsome! @Robert_Rose
  34. 34. But look out… mary jane has no time to be strategic… 30%Real time content 60% Campaign ASSETS 10%STRATEGIC OPERATION @Robert_Rose
  35. 35. BUT NOW - WITH COMMITMENT - A HERO IS BORN… 30% 60% 10% Real time content Campaign ASSETS STRATEGIC OPERATION @Robert_Rose
  36. 36. 4 ROI 1. 2. 3. 4. DATA CAMPAIGN CUSTOMER BUSINESS super powers @Robert_Rose
  37. 37. Subscribers 2X faster pipeline) Increased LTV - (+10% increase in ASP) 25% effectiveness in ad buys) 
 Data append - optimize site! Attendance at events +20% @Robert_Rose DATA CAMPAIGN CUSTOMER BUSINESS
  38. 38. Data Append Better, Prioritized, Richer Sales leads 25 Percent
 effectiveness Digital Ad Buy Optimize Site for Sales +5% Leads Marketing 2X Faster through pipeline 10 PERCENT INCREASE 
 SUBSCRIBER ASP 20 PERCENT INCREASE Attendance at regional events THE SUPER POWERS INCREASE…. OVER TIME @Robert_Rose
  39. 39. YOUR RESULTS ARE OFF THE CHARTS!! BUT, DOC, Speak english! What does IT MEAN? Opportunity +10% $200,000 / YRRich Sales leads $10,000 / mo on Google $2,500/mo $30,000 / YR EFFECTIVE DIGITAL
 MEDIA Ad Buy 200 Leads / MO / Optimize Site for Sales +5% LEADS 10 @ $400 CPL / $48,000 / YR Average Sales Price $50,000 INCREASE ASP +10% $5,000/mo $60,000 /YR Sales more / effective 2X Faster pipeline $0 / yr INCREASE Attendance at regional events Attendance +10% $100,000 yr @Robert_Rose
  40. 40. $438,000 Maybe we can do this… maybe we can save the world… @Robert_Rose
  41. 41. WARNING!! There is NO DASHBOARD FOR THIS (ONLY YOU CAN CREATE THE MEASUREMENT) @Robert_Rose
  42. 42. Design your measurement to your strategy! they are all fighting their own battles! @Robert_Rose
  43. 43. @Robert_Rose “Not all value is delivered via web forms. Value comes from trade show conversations. It comes from forwarded voice mails from front-desk secretaries and it comes from mysterious, immeasurable sources. If you want to develop comprehensive MEASUREMENT, you should be prepared to do the dirty work to CONSTANTLY hunt down VALUE from every corner of your organization.” - - Vishal Khanna - Director, Wake Forest INNOVATIONS 2015 Content Marketer of The Year

  44. 44. With great power… comes great…. @Robert_Rose Sweet, Sweet Budget!!
  45. 45. THIS IS WHERE THINGS CHANGE… @Robert_Rose
  46. 46. The business case to build, is not what to start doing. It’s what we should stop doing. @Robert_Rose
  47. 47. @Robert_Rose CM Superhero knows his next fight is with…. CULTURE CHANGE.
  48. 48. THE ADVENTURE CONTINUES… I WILL HAVE MY MARKETING AUTOMATION! THE ATTACK OF THE EVERYTHING ELSE MONSTer! @Robert_Rose
  49. 49. THE ADVENTURE CONTINUES… White paper POWER POINT AUDIO MINI BOOK bit.ly/cmsuperhero
  50. 50. THANK YOU! RoberT Rose Chief Strategy Advisor Content Marketing Institute bit.ly/cmsuperhero

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