AUDIENCE: 
THE FLIP-SIDE OF 
CONTENT 
MARKETING 
OCTOBER 2014
JEFFREY K. ROHRS 
VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD 
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
“CONTENT MARKETING IS A MARKETING 
TECHNIQUE OF CREATING & DISTRIBUTING 
RELEVANT & VALUABLE CONTENT 
TO ATTRACT, ACQUIRE ...
@JKROHRS
CONTENT MARKETING & 
PROPRIETARY AUDIENCE DEVELOPMENT 
ARE DIFFERENT SIDES OF THE SAME COIN.
GETTING AN AUDIENCE IS HARD. SUSTAINING 
AN AUDIENCE IS HARD. IT DEMANDS A 
CONSISTENCY OF THOUGHT, OF PURPOSE, AND 
OF AC...
MATT FISH 
@MELTBARGRILLED
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
MATT GETS AUDIENCE 
@JKROHRS
AUDIENCE 
ASSUMPTION 
DISORDER 
@JKROHRS
AUDIENCES ARE ASSETS
30 SECONDS 
$4.0-$4.5 MILLION 
@JKROHRS
@JKROHRS 
$30 BILLION
@JKROHRS 
$19B USD
$545 BILLION 
@JKROHRS
AUDIENCES ARE 
ASSETS
EMAIL SUBSCRIBERS 
ARE A BUSINESS ASSET 
@JKROHRS
SMS SUBSCRIBERS 
ARE A BUSINESS ASSET 
@JKROHRS
YOUTUBE SUBSCRIBERS 
ARE A BUSINESS ASSET
FACEBOOK FANS 
ARE A BUSINESS ASSET 
@JKROHRS
TWITTER FOLLOWERS 
ARE A BUSINESS ASSET 
@JKROHRS
INSTAGRAM FOLLOWERS 
ARE A BUSINESS ASSET
PINTEREST FOLLOWERS 
ARE A BUSINESS ASSET
COMMUNITIES ARE 
A BUSINESS ASSET
AUDIENCES ARE 
ASSETS
CXOs LOVE ASSETS
THE VALUE OF 
PROPRIETARY AUDIENCES IS NOT 
APPRECIATED BY MOST C-SUITES
MARKETING AS COST-CENTER 
@JKROHRS
MARKETING AS ASSET MANAGEMENT 
@JKROHRS
WE FOCUS ON CAMPAIGN-BASED ROI 
@JKROHRS
INSTEAD OF BIG-PICTURE VALUE
1,000,000 
x $30.00 
$30,000,000.00 
ASSET
@JKROHRS
@JKROHRS
24.6M 
- 800,000 
- 3.2% 
23.8M
$298.73 
$64.53 
- $234.20 
- 78.4%
WHAT IF YOU REPORTED YOUR AUDIENCE 
GROWTH & HEALTH TO INVESTORS?
IS PROPRIETARY AUDIENCE 
DEVELOPMENT A KEY MARKETING 
OBJECTIVE OR AN AFTERTHOUGHT?
THE AUDIENCE 
IMPERATIVE 
USE YOUR PAID, OWNED & EARNED MEDIA 
NOT ONLY TO SELL IN THE SHORT TERM BUT 
ALSO TO INCREASE TH...
THE AUDIENCE 
IMPERATIVE 
USE YOUR PAID, OWNED & EARNED MEDIA 
NOT ONLY TO SELL IN THE SHORT TERM BUT 
ALSO TO INCREASE TH...
THE AUDIENCE 
IMPERATIVE 
USE YOUR PAID, OWNED & EARNED MEDIA 
NOT ONLY TO SELL IN THE SHORT TERM BUT 
ALSO TO INCREASE TH...
NO AUDIENCE IS OWNED. 
@JKROHRS
PROPRIETARY AUDIENCES 
ARE EXCLUSIVE
THEY ARE BUILT UPON 
INDIVIDUAL PERMISSION
PERMISSION 
CAN BE REVOKED
PROPRIETARY AUDIENCE 
DEVELOPMENT IS NOW A CORE 
MARKETING RESPONSIBILITY.
SEEKERS 
AMPLIFIERS 
&JOINERS 
@JKROHRS
SEEKERS 
BROWSERS 
LISTENERS 
READERS 
SEARCHERS 
SHOPPERS 
VISITORS 
VIEWERS
information 
entertainment
@JKROHRS
@JKROHRS
@JKROHRS
AMPLIFIERS 
ADVOCATES 
ANALYSTS 
COMMENTERS 
CREATORS 
INFLUENCERS 
REPORTERS 
REVIEWERS 
SHARERS
access 
influence
AUDIENCES WITH AUDIENCES
JOINERS 
SUBSCRIBERS 
FANS 
FOLLOWERS 
CUSTOMERS 
DINERS 
DONORS 
EMPLOYEES 
PARTNERS
convenience 
utility
93% 
58% 
12%
SEEKERS 
AMPLIFIERS 
&JOINERS
YOU MUST DIVERSIFY YOUR 
AUDIENCE PORTFOLIO
CHANNEL-DOMINANT PLAYERS 
WITH EVER-SHIFTING RULES
THE AUDIENCE 
IMPERATIVE 
USE YOUR PAID, OWNED & EARNED MEDIA 
NOT ONLY TO SELL IN THE SHORT TERM BUT 
ALSO TO INCREASE TH...
THIS IS THE HYBRID 
MARKETING ERA
PAID MEDIA
@JKROHRS 
FOSSIL FUEL
OWNED MEDIA
RENEWABLE ENERGY
EARNED MEDIA
KINETIC ENERGY 
@JKROHRS
THE HYBRID MARKETING 
ENERGY GENERATION
ALL MARKETING IS NOW DIRECT 
@JKROHRS
MOMENTS MATTER!
@JKROHRS
@esurance 
•200K+ entries in 60s 
•5.4M hashtag uses 
• 2.6B TW impressions 
•+211K TW Followers 
•12x web traffic
WE 
MUST 
DEMAND 
MORE 
FROM 
OUR 
PAID & 
OWNED 
MEDIA
THE AUDIENCE 
IMPERATIVE 
USE YOUR PAID, OWNED & EARNED MEDIA 
NOT ONLY TO SELL IN THE SHORT TERM BUT 
ALSO TO INCREASE TH...
WE NEED MORE THAN CONTENT MANAGERS
WE NEED MORE THAN EMAIL MANAGERS
WE NEED MORE THAN COMMUNITY MANAGERS 
@JKROHRS
WE NEED ASSET MANAGERS 
@JKROHRS
WE NEED DIRECTORS OF 
AUDIENCE DEVELOPMENT
ABBA: ALWAYS BE 
BUILDING AUDIENCES
1. AUDIENCE SIZE 
@JKROHRS
SIZE IS RELATIVE
@JKROHRS
SIZE ALSO MEANS 
ACTIONABLE DATA
2. AUDIENCE ENGAGEMENT
ENGAGEMENT = 
ATTENTION
Events 
Direct Fax 
Direct Mail 
Telephone 
<1990 1990s 
1999 2000s 2014 
TV 
Radio 
Print 
Display 
IM 
Email 
Events 
Di...
SETH HERZOG
WARM UP THE AUDIENCE
ENGAGEMENT EQUALS 
DELIVERABILITY 
@JKROHRS
@JKROHRS
ENGAGEMENT EQUALS 
VISIBILITY
ENGAGEMENT 
EQUALS 
USAGE 
@JKROHRS
3. AUDIENCE VALUE
VALUE = VALUE TO YOU 
(OR YOUR CLIENTS)
LCV: 
LIFETIME CUSTOMER VALUE
NEV: 
NET EQUIVALENCY VALUE
CIV: 
COMPARATIVE INCENTIVE VALUE
THE AUDIENCE 
IMPERATIVE 
USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY 
TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE 
TH...
@JKROHRS
24.6M 
23.8M 
33.42M
THE AUDIENCE 
IMPERATIVE 
USE YOUR PAID, OWNED & EARNED MEDIA 
NOT ONLY TO SELL IN THE SHORT TERM BUT 
ALSO TO INCREASE TH...
NAME YOUR DIRECTOR OF 
AUDIENCE DEVELOPMENT
AUDIT CONSUMER TOUCHPOINTS
UN-SILO MARKETING
“EFFECTIVE MARKETING 
NOW STANDS ON YOUR 
AUDIENCE’S SHOULDERS.” 
- @LIEBLINK & @JOWYANG
WWW.AUDIENCEPRO.COM 
@AUDIENCEPRO
JEFFREY K. ROHRS 
VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD 
@JKROHRS
AUDIENCE: 
THE FLIP-SIDE OF 
CONTENT 
MARKETING 
OCTOBER 2014
THE AUDIENCE IS NOT BROUGHT TO YOU OR GIVEN 
TO YOU; IT'S SOMETHING THAT YOU FIGHT FOR. 
YOU CAN FORGET THAT, ESPECIALLY I...
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs
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Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs

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Presentation by Jeffrey K. Rohrs, VP Marketing Insights, Salesforce Marketing Cloud, at the Business Marketing Association regional even in Kansas City on 10/28/14.

Published in: Marketing

Audience: The Flip-Side of Content Marketing by Jeffrey K. Rohrs

  1. AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING OCTOBER 2014
  2. JEFFREY K. ROHRS VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD @JKROHRS
  3. @JKROHRS
  4. @JKROHRS
  5. @JKROHRS
  6. “CONTENT MARKETING IS A MARKETING TECHNIQUE OF CREATING & DISTRIBUTING RELEVANT & VALUABLE CONTENT TO ATTRACT, ACQUIRE & ENGAGE A CLEARLY DEFINED & UNDERSTOOD TARGET AUDIENCE WITH THE OBJECTIVE OF DRIVING PROFITABLE CUSTOMER ACTION.” -- @JOEPULIZZI
  7. @JKROHRS
  8. CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT SIDES OF THE SAME COIN.
  9. GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE, AND OF ACTION OVER A LONG PERIOD OF TIME. -- @Springsteen
  10. MATT FISH @MELTBARGRILLED
  11. @JKROHRS
  12. @JKROHRS
  13. @JKROHRS
  14. @JKROHRS
  15. MATT GETS AUDIENCE @JKROHRS
  16. AUDIENCE ASSUMPTION DISORDER @JKROHRS
  17. AUDIENCES ARE ASSETS
  18. 30 SECONDS $4.0-$4.5 MILLION @JKROHRS
  19. @JKROHRS $30 BILLION
  20. @JKROHRS $19B USD
  21. $545 BILLION @JKROHRS
  22. AUDIENCES ARE ASSETS
  23. EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS
  24. SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS
  25. YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
  26. FACEBOOK FANS ARE A BUSINESS ASSET @JKROHRS
  27. TWITTER FOLLOWERS ARE A BUSINESS ASSET @JKROHRS
  28. INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET
  29. PINTEREST FOLLOWERS ARE A BUSINESS ASSET
  30. COMMUNITIES ARE A BUSINESS ASSET
  31. AUDIENCES ARE ASSETS
  32. CXOs LOVE ASSETS
  33. THE VALUE OF PROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES
  34. MARKETING AS COST-CENTER @JKROHRS
  35. MARKETING AS ASSET MANAGEMENT @JKROHRS
  36. WE FOCUS ON CAMPAIGN-BASED ROI @JKROHRS
  37. INSTEAD OF BIG-PICTURE VALUE
  38. 1,000,000 x $30.00 $30,000,000.00 ASSET
  39. @JKROHRS
  40. @JKROHRS
  41. 24.6M - 800,000 - 3.2% 23.8M
  42. $298.73 $64.53 - $234.20 - 78.4%
  43. WHAT IF YOU REPORTED YOUR AUDIENCE GROWTH & HEALTH TO INVESTORS?
  44. IS PROPRIETARY AUDIENCE DEVELOPMENT A KEY MARKETING OBJECTIVE OR AN AFTERTHOUGHT?
  45. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
  46. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM. @JKROHRS
  47. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM. @JKROHRS
  48. NO AUDIENCE IS OWNED. @JKROHRS
  49. PROPRIETARY AUDIENCES ARE EXCLUSIVE
  50. THEY ARE BUILT UPON INDIVIDUAL PERMISSION
  51. PERMISSION CAN BE REVOKED
  52. PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
  53. SEEKERS AMPLIFIERS &JOINERS @JKROHRS
  54. SEEKERS BROWSERS LISTENERS READERS SEARCHERS SHOPPERS VISITORS VIEWERS
  55. information entertainment
  56. @JKROHRS
  57. @JKROHRS
  58. @JKROHRS
  59. AMPLIFIERS ADVOCATES ANALYSTS COMMENTERS CREATORS INFLUENCERS REPORTERS REVIEWERS SHARERS
  60. access influence
  61. AUDIENCES WITH AUDIENCES
  62. JOINERS SUBSCRIBERS FANS FOLLOWERS CUSTOMERS DINERS DONORS EMPLOYEES PARTNERS
  63. convenience utility
  64. 93% 58% 12%
  65. SEEKERS AMPLIFIERS &JOINERS
  66. YOU MUST DIVERSIFY YOUR AUDIENCE PORTFOLIO
  67. CHANNEL-DOMINANT PLAYERS WITH EVER-SHIFTING RULES
  68. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM. @JKROHRS
  69. THIS IS THE HYBRID MARKETING ERA
  70. PAID MEDIA
  71. @JKROHRS FOSSIL FUEL
  72. OWNED MEDIA
  73. RENEWABLE ENERGY
  74. EARNED MEDIA
  75. KINETIC ENERGY @JKROHRS
  76. THE HYBRID MARKETING ENERGY GENERATION
  77. ALL MARKETING IS NOW DIRECT @JKROHRS
  78. MOMENTS MATTER!
  79. @JKROHRS
  80. @esurance •200K+ entries in 60s •5.4M hashtag uses • 2.6B TW impressions •+211K TW Followers •12x web traffic
  81. WE MUST DEMAND MORE FROM OUR PAID & OWNED MEDIA
  82. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM. @JKROHRS
  83. WE NEED MORE THAN CONTENT MANAGERS
  84. WE NEED MORE THAN EMAIL MANAGERS
  85. WE NEED MORE THAN COMMUNITY MANAGERS @JKROHRS
  86. WE NEED ASSET MANAGERS @JKROHRS
  87. WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT
  88. ABBA: ALWAYS BE BUILDING AUDIENCES
  89. 1. AUDIENCE SIZE @JKROHRS
  90. SIZE IS RELATIVE
  91. @JKROHRS
  92. SIZE ALSO MEANS ACTIONABLE DATA
  93. 2. AUDIENCE ENGAGEMENT
  94. ENGAGEMENT = ATTENTION
  95. Events Direct Fax Direct Mail Telephone <1990 1990s 1999 2000s 2014 TV Radio Print Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web SnapChat/WeChat Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/ RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds In-Game Advertising Widgets Twitter Mobile Apps Geolocation Pinterest Vine CHANNEL (R)EVOLUTION
  96. SETH HERZOG
  97. WARM UP THE AUDIENCE
  98. ENGAGEMENT EQUALS DELIVERABILITY @JKROHRS
  99. @JKROHRS
  100. ENGAGEMENT EQUALS VISIBILITY
  101. ENGAGEMENT EQUALS USAGE @JKROHRS
  102. 3. AUDIENCE VALUE
  103. VALUE = VALUE TO YOU (OR YOUR CLIENTS)
  104. LCV: LIFETIME CUSTOMER VALUE
  105. NEV: NET EQUIVALENCY VALUE
  106. CIV: COMPARATIVE INCENTIVE VALUE
  107. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM. @JKROHRS
  108. @JKROHRS
  109. 24.6M 23.8M 33.42M
  110. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
  111. NAME YOUR DIRECTOR OF AUDIENCE DEVELOPMENT
  112. AUDIT CONSUMER TOUCHPOINTS
  113. UN-SILO MARKETING
  114. “EFFECTIVE MARKETING NOW STANDS ON YOUR AUDIENCE’S SHOULDERS.” - @LIEBLINK & @JOWYANG
  115. WWW.AUDIENCEPRO.COM @AUDIENCEPRO
  116. JEFFREY K. ROHRS VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD @JKROHRS
  117. AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING OCTOBER 2014
  118. THE AUDIENCE IS NOT BROUGHT TO YOU OR GIVEN TO YOU; IT'S SOMETHING THAT YOU FIGHT FOR. YOU CAN FORGET THAT, ESPECIALLY IF YOU'VE HAD SOME SUCCESS. -- @Springsteen

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