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The Power OF Story - 4 Archetypes For Content Creation Strategies


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My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.

Published in: Business, Technology
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  • Kudos, Robert, on the 19K+ shares. And after viewing the presentation, I expect the shares to grow. My favorite line: You don't have to be big. You have to be remarkable!
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The Power OF Story - 4 Archetypes For Content Creation Strategies

  1. @Robert_Rose
  2. We’re Not In The Business Of TRUTH
  3. 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…
  4. 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.
  5. 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…
  6. “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
  7. “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
  8. What’s The BIGGEST challenge to creating content?
  9. 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
  11. 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
  13. Story-Driven Content Creation PROMOTER Needs & Wants PREACHER PROFESSOR Discovery & Answers Interest & Passions POET Feelings & Beliefs
  14. 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
  15. 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
  16. 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)
  17. 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
  18. 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
  19. The Preacher Best Practices…. Marcus Sheridan – The Sales Lion (Use Content T Attract Customers) o Hubspot – Inbound Marketing (Use content to be found online)
  20. 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
  21. 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
  22. 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)
  23. 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
  24. 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
  25. 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.”
  26. 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.
  27. 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?
  28. 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
  29. 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?
  30. 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
  31. Net A Porter Multi-Channel Editorial Focused on SEO Integrated seamlessly With commerce £23,000 / month
  32. Pure curation – grown into 20% original “thought leadership” content. 125,000 pageviews / mo. 16,000 Suscribers
  33. “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
  34. “In today’s marketplace, it’s not only important that we GRAB attention. We must HOLD it as well.” -- Robert Rose
  35. You Don’t Have T Be BIG o You have to be REMARKABLE
  36. 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
  37. “Until you make the unconscious conscious, it will direct your life and you will call it fate.” Carl Jung
  38. Plan > Do> Check> Act
  39. THANK YOU @Robert_Rose