@Robert_Rose
We can skip this part, right?
Growth, fragmentation, multiple channels...
The true challenge is the pressure of executing fast and
chaotic change while simultaneously delivering
differentiated and...
CMO’s feel
the pressure
“on the clock”
CMO’s feel
they don’t
have the right
people
CMO’s feel
unready for
technology
... and yet...
“Creating content
driven experiences
will have huge
effect. We have to
figure out how to
stay relevant and
engaging.”
CMO
...
They’re not
unaware.
They’re just
wrong.
Be not afraid of the marketing hipster
A centralizing, grounding force.
Most organizations are siloed
Now even within marketing
Most organizations realize
these silos are inefficient, at
best, and want to transform
B2C & B2B processes for content
marketing share a vision, but are
more different than alike
Marketing doesn’t really need or
want any more technology
WEB SOCIAL CRM BRAND EMKTG PR
Website
Content
SEO
Traffic
SEO
Leads
Facebook
Twitter
LI
Likes
Followers
Twitter
CRM
Commun...
Can you re-align content engagement as centralizing force
Find new, cross-functional roles within each team
Centralize con...
“A fragmented approach to
content leads to inconsistent
messaging; huge variations in
voice, tone, brand, and
messaging; a...
We Forgot Marketing.....
Build your content and experience power
grid, one house, one street at a time.
An experience, and content imperative
Everything
our CMS
doesn’t
do
What we
wish a CMS
would
do
The
sexy, cool
vendor
new features
How marketers purchase conten...
CMS
Doesn’t
Do
Wish
List
Sexy, Cool
New Features
We’ll wait
for Phase 2
on this.
Our rationalization
for purchase
We don’t...
All WCMS Fail
All SOE’s will FAIL
Implementation
focused on change is critical
CREATE: CONTEXTUAL CONTENT
DELIVER: CONTEXT...
Technology optimizes experience. Understanding the
audiences enables optimization of content.
Reviewing content and contextual experiences
CMO’s depend solely on marketing
research and competitive
benchmarketing.
Solely using data in aggregate to optimize
experiences, only perpetuates biases
you may already have built in.
AMBIENT CONTEXT: Just be observant...
CONTENT NEEDS: Insight
IMPLICIT CONTEXT: Infer from behavior
CONTENT NEEDS: Empathy
Financial Services Consultancy
Engagement or frustration?
Long form or short form content?
SOLUTION: Understand audience n...
EXPLICIT CONTEXT: Noting/Listening To Preferences
CONTENT NEEDS: Intimacy
Investing in creative uncertainty
data in hand is used to optimize
transactions - not create relationships
It’s the engagement that’s important,
systems can...
“We delegate what’s
uncomfortable. Process
makes us comfortable,
organized and scalable. But do
we need to pit it against
...
I was either going to
have to spend 2 Years
teaching our agencies
and structuring the
process to do this.
Or, I could give...
Jonathan Mildenhall
VP, Worldwide Creative
Coca Cola
What Is Your 10%
Thanks....
Content, Context and Chaos - Robert Rose
Content, Context and Chaos - Robert Rose
Content, Context and Chaos - Robert Rose
Content, Context and Chaos - Robert Rose
Content, Context and Chaos - Robert Rose
Content, Context and Chaos - Robert Rose
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Content, Context and Chaos - Robert Rose

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Keynote presentation by Robert Rose, Lead Strategist, Content Marketing Institute to the BMA Phoenix / Arizona Technology Council 5th Annual Marketing Technology Summit August 22, 2013.

Robert took the audience through a meaningful presentation about content marketing and the future of marketing in general.

As the Chief Strategist at the Content Marketing Institute, Robert Rose helps marketers become better storytellers. He leads the client advisory, education and technology practices for the organization. As a recognized expert in content marketing strategy, digital media and the social Web, he has helped large companies such as AT&T, KPMG, PTC, Petco and Nissan tell their story more effectively through the Web.

His book with Joe Pulizzi Managing Content Marketing is recognized as the “owner’s manual” for deploying a content marketing process. In addition to CMI, Rose is also a Senior Contributing Analyst with the Digital Clarity Group, and the Chief Troublemaker for Big Blue Moose.

Published in: Business, Technology

Content, Context and Chaos - Robert Rose

  1. 1. @Robert_Rose
  2. 2. We can skip this part, right? Growth, fragmentation, multiple channels...
  3. 3. The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering differentiated and increasingly profitable results.
  4. 4. CMO’s feel the pressure “on the clock”
  5. 5. CMO’s feel they don’t have the right people
  6. 6. CMO’s feel unready for technology ... and yet...
  7. 7. “Creating content driven experiences will have huge effect. We have to figure out how to stay relevant and engaging.” CMO B2B Tech/Services Company
  8. 8. They’re not unaware. They’re just wrong.
  9. 9. Be not afraid of the marketing hipster
  10. 10. A centralizing, grounding force.
  11. 11. Most organizations are siloed Now even within marketing
  12. 12. Most organizations realize these silos are inefficient, at best, and want to transform
  13. 13. B2C & B2B processes for content marketing share a vision, but are more different than alike
  14. 14. Marketing doesn’t really need or want any more technology
  15. 15. WEB SOCIAL CRM BRAND EMKTG PR Website Content SEO Traffic SEO Leads Facebook Twitter LI Likes Followers Twitter CRM Community TV RADIO Strategy ???? Blog Email Content Working on it Press Newsroom Earned MediaNot Fortune 500 B2B/B2C Company
  16. 16. Can you re-align content engagement as centralizing force Find new, cross-functional roles within each team Centralize content/experience strategy Measurement aligned for content, not teams.
  17. 17. “A fragmented approach to content leads to inconsistent messaging; huge variations in voice, tone, brand, and messaging; and an inconsistent customer experience.” Rebecca Lieb
  18. 18. We Forgot Marketing.....
  19. 19. Build your content and experience power grid, one house, one street at a time.
  20. 20. An experience, and content imperative
  21. 21. Everything our CMS doesn’t do What we wish a CMS would do The sexy, cool vendor new features How marketers purchase content technology THE SPREADSHEET
  22. 22. CMS Doesn’t Do Wish List Sexy, Cool New Features We’ll wait for Phase 2 on this. Our rationalization for purchase We don’t understand this stuff How marketers purchase content technology
  23. 23. All WCMS Fail All SOE’s will FAIL Implementation focused on change is critical CREATE: CONTEXTUAL CONTENT DELIVER: CONTEXTUAL EXPERIENCES
  24. 24. Technology optimizes experience. Understanding the audiences enables optimization of content.
  25. 25. Reviewing content and contextual experiences
  26. 26. CMO’s depend solely on marketing research and competitive benchmarketing.
  27. 27. Solely using data in aggregate to optimize experiences, only perpetuates biases you may already have built in.
  28. 28. AMBIENT CONTEXT: Just be observant... CONTENT NEEDS: Insight
  29. 29. IMPLICIT CONTEXT: Infer from behavior CONTENT NEEDS: Empathy
  30. 30. Financial Services Consultancy Engagement or frustration? Long form or short form content? SOLUTION: Understand audience needs and deliver appropriate content to appropriate channel
  31. 31. EXPLICIT CONTEXT: Noting/Listening To Preferences CONTENT NEEDS: Intimacy
  32. 32. Investing in creative uncertainty
  33. 33. data in hand is used to optimize transactions - not create relationships It’s the engagement that’s important, systems can come with time.
  34. 34. “We delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity? We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.” - Beth Comstock CMO, GE
  35. 35. I was either going to have to spend 2 Years teaching our agencies and structuring the process to do this. Or, I could give it away and get straight to work.” - J. Mildenhall
  36. 36. Jonathan Mildenhall VP, Worldwide Creative Coca Cola
  37. 37. What Is Your 10%
  38. 38. Thanks....

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