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The Great Content Marketing Reboot

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Rebooting the whole idea of content marketing as a different kind of business activity, rather than as an alternative form of advertising and marketing. This was my keynote at #ContentJam16

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The Great Content Marketing Reboot

  1. 1. The Great CONTENT MARKETING REBOOTNew Roles & New Goals
  2. 2. @Robert_Rose Chief Strategy Advisor Content Marketing Institute ROBERT ROSE @Robert_Rose
  3. 3. @Robert_Rose
  4. 4. CONTENT MARKETING is dead as it turns out… @Robert_Rose
  5. 5. @Robert_Rose
  6. 6. @Robert_Rose
  7. 7. @Robert_Rose
  8. 8. @Robert_Rose
  9. 9. @Robert_Rose
  10. 10. @Robert_Rose
  11. 11. @Robert_Rose
  12. 12. is it dead? am i wrong? does it exist? @Robert_Rose
  13. 13. YOU SUCK AT IT! @Robert_Rose great content just create 1. is content marketing all marketing 2.
  14. 14. ALTERNATIVE? What is the @Robert_Rose
  15. 15. @Robert_Rose Content Marketing Is Not Batman…
  16. 16. @Robert_Rose less efficient 1. than advertising slower 2. than a cold call more
 expensive 3. than a print ad Content Marketing is often…
  17. 17. @Robert_Rose IN THE LONG RUN: It is easier to maintain an existing audience, than it is to reach a new one.
  18. 18. MEDIUM FRICTION LOW FRICTION HIGH FRICTION @Robert_Rose TIME EASEOFREACH
  19. 19. LOW FRICTION @Robert_Rose TIME ENGAGEMENTLEVEL MEDIUM FRICTION HIGH FRICTION
  20. 20. @Robert_Rose ENGAGEMENTLEVEL LOW FRICTION MEDIUM FRICTION HIGH FRICTION
  21. 21. @Robert_Rose ENGAGEMENTLEVEL LOW FRICTION MEDIUM FRICTION HIGH FRICTION
  22. 22. @Robert_Rose ENGAGEMENTLEVEL LOW FRICTION MEDIUM FRICTION HIGH FRICTION
  23. 23. @Robert_Rose
  24. 24. Magnet Marketing? Do you remember @Robert_Rose
  25. 25. @Robert_Rose
  26. 26. @Robert_Rose
  27. 27. @Robert_Rose Inbound Marketing Book PublishedHubspot Founded Official Launch Website Grader Launched
  28. 28. @Robert_Rose First Content Marketing World
  29. 29. @Robert_Rose subscribe an audience win a customer grow an evangelist
  30. 30. What’s the problem? So… @Robert_Rose
  31. 31. Here’s what we’ve learned… @Robert_Rose
  32. 32. Successful Content Marketing Is Not Supercharged Campaign Marketing Content Marketing Is Not Campaign Marketing @Robert_Rose
  33. 33. “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
  34. 34. What if… we approach content marketing as a different kind of business activity, rather than an alternative form of marketing? @Robert_Rose
  35. 35. Marketing doesn’t change content’s purpose. Content changes marketing’s purpose. @Robert_Rose
  36. 36. @Robert_Rose
  37. 37. @Robert_Rose
  38. 38. @Robert_Rose “I know half my advertising is wasted. The trouble is, I don’t know which half.” - John Wanamaker, 1916
  39. 39. 70% ad viewability is all that can be expected. - IAB, 2015 56% of display ads served on our platform are not viewable. - Google @Robert_Rose
  40. 40. @Robert_Rose “I know half my digital ads are blocked. The trouble is, I don’t know which half.” - Justin Timberlake, 2016
  41. 41. @Robert_Rose
  42. 42. @Robert_Rose What’s the value of a Content Brand? Function
  43. 43. @Robert_Rose
  44. 44. @Robert_Rose
  45. 45. @Robert_Rose
  46. 46. @Robert_Rose
  47. 47. @Robert_Rose What if we not only provide value IN time, but also create things that increase in value OVER Time?
  48. 48. @Robert_Rose United Technical Publishing 16 Magazines, Newsletters, 1,000,000 Subscribers Electronics Media Division 7 Magazines, Newsletters, $23 million
  49. 49. in every successful content-driven strategy it is the collection of assets that provides strategic value @Robert_Rose
  50. 50. What must get rebooted…
  51. 51. unable to measure strategic efficacy of the
 program, because it’s not a program.
 it’s only tactical support of collateral-based
 marketing. one year later, here’s what we have… a disconnected pile of assets @Robert_Rose
  52. 52. @Robert_Rose
  53. 53. @Robert_Rose
  54. 54. gated or ungated? what’s the blog for? why does social matter? anything working? what’s the ROI? @Robert_Rose
  55. 55. @Robert_Rose Here’s what has to change….
  56. 56. 10%Strategic 
 Experience 30% Campaign Support 60% Ad Hoc @Robert_Rose How 
 we 
 spend 
 our time…
  57. 57. 60% 30% 10% Strategic Experience Campaign Support Ad Hoc @Robert_Rose Flip It!
  58. 58. @Robert_Rose The business case is not what to start doing. It’s what we should stop doing.
  59. 59. Campaign ROI Marketing database (2X faster pipeline) Customer ROI Increased loyalty - (5x subscription time) Increased LTV - (+10% increase in ASP) Data ROI Paid media (25% effectiveness in ad buys)
 Data append - optimize site for experience Business ROI Attendance at regional events +20% @Robert_Rose
  60. 60. @Robert_Rose CCDVTP create communicate deliver value target profit
  61. 61. @Robert_Rose Go do it. www.contentadvisory.net www.robertrose.net www.7theraofMarketing.com

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