SlideShare a Scribd company logo
1 of 109
Download to read offline
elevator
2
Stories are powerful
Storytelling Marketing
Storytelling Marketing
Technology
Shouting into the
hurricane.
9
Content that works.
10
Five Steps To Building
A Content Marketing
Program That Actually
Works
A CRASH COURSE:
12
contently.com/resources
1.
Evangelizing A Content
Program
13
14
Humble Beginnings
“Why the heck would anyone want
to read a blog from me?”
- Bill Marriott, 76-years-old
15
Marriott’s Publishing Empire
• 65-employee content studio
• “The Navigator Live” TV
• “Year of Surprises” short film
series
• a personalized online travel
magazine;
• In-room Oculus Rift “city tours”
Building Consensus
16
17
How to Succeed in Business, Without
Really Trying
z
18
The sky is falling
For traditional advertising, the audience is fleeing the scene
• .1% Average CTR for banner ads
• .04% Average CTR for 468X60 ads
• .35% Average CTR for mobile ads
• 16% Year-over-year increase in cord cutting
• 2.9% Planning to cut cable this year
• 1/3 Of millennials claim the watch no broadcast TV
19
Content to the rescue
The stampede towards content marketing is impossible to ignore.
20
Feed the beast: Social
“Content marketing is the atomic
particle of all the rest of a brand’s
marketing campaigns.”
—Rebecca Lieb, Altimeter Group
21
The Payoff
The dividends in content go far beyond marketing.
• sales
• employee advocacy
• customer service
• audience engagement
• thought leadership
• hiring
When?
Figuring out if content marketing is right for your business.
22
23
Setting Goals
• Brand Awareness
• Lead Generation/Lead Nurturing
• Sales/Conversions
• Retention/Loyalty
How?
The road ahead
24
25
Planning
• Internal Audit, External Audit,
and Audience Identification
• Content Execution Plan
26
What’s at Stake?
“The entire ecosystem is
competing for attention from
everybody else.”
- Steve Rubel, Edelman
2.
Strategy &

Roadmap
27
Content that works.
28
Content that helps.
29
Content that inspires.
30
Content that makes you
look good to your
friends.
31
32
Quality content
(in the eyes of your
audience)
33
34
Identify Your Audience
• Simplify: Primary and Secondary audiences
• Level of expertise, demographics, etc.
• Gap Analysis
35
36
GE Reports’ Audience
• Primary: Engineers
• Secondary: Shareholders
WIRED
PopSci
Gizmodo
NYTimes Science
G
adgetsom
putingTransport
Energy
G
reenStartups
BrainIndustrial
37
Key Principles
• Content first, marketing second.
• Don’t build a house on land you don’t own.
• Rely on your brand’s expertise and assets
38
The C.E.O. Framework
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
Timely SeasonalEvergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
Timely SeasonalEvergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
Timely SeasonalEvergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
Timely SeasonalEvergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
46
Timely SeasonalEvergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
3.
Staffing & Launching
48
49
Compounding Effect
• 2MM monthly visitors
• 70% or 1.4MM more than 1
month old
“That entire team could stop
blogging for a whole month and
still see 70% of the expected
results — zero work needed.”
- Jay Acunzo
50
Compounding Effect
All of this relies on publishing extraordinary
content, week in, week out (or day in, day out).
51
1. Voice and Mission
2. Formats and Topics
3. Calendar
4. Staff
5. Workflow
Execution Steps
1. Voice and Mission
52
A great mission statement speaks not only to
your content plan and goals, but also captures
who you are as a brand and as a publisher.
53
Voice = Personality
• Tone • Topics • Jokes
54
Voice = Personality
55
Codify It
• Audience (“Protect the audience
from the dark shadow of
marketing”)
• Voice
• Reason you’re doing this
• Business objectives
Everything you do next, is set in the foundation of the mission statement.
56
2. Formats and Topics
What kind of content are you
going to make?
57
Formats
58
Topics
59
What to Publish?
1. Listen to the data — Demand v Supply
2. Create
3. Engage
4. Optimize
60
3. The Editorial Calendar
61
A clear picture of…
• Types of stories you’ll publish
• When and how much of each
• When to begin work
• Who you need to hire
62
In the details
Each assignment should identify:
• Author
• Deadline(s)
• Publish Date
• Intended audience segment or
funnel stage
• Format/Type
• Topic
• URL (After publication)
• Target keywords, tags,
miscellaneous data
63
4. Staff
64
In the details
Staff
vs
Freelance
Full-time
vs
part-time
65
66
675. Workflow
4.
Engaging & Building An
Audience
68
69
70
The Content Strategist
71
The Content Strategist
When we doubled
down on emailWhen we doubled
down on social
B2B B2C
B2BBRANDIN
G
CONVERSIO
N
B2C
B2BBRANDIN
G
CONVERSIO
N
OWNED
SITE
B2C
B2BBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
B2C
B2BBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
B2C
SOCIAL
CHANNELS
SOCIAL
CHANNELS
SOCIAL
CHANNELS
SOCIAL
CHANNELS
https://tv.adobe.com/watch/whats-your-marketing-doing/woo-woo/
from_ims=true&old_hash=&client_id=adobe_tv2&scope=creative_cloud,AdobeID,
openid&api=authorize/#
B2BBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
B2C
Woo Woo Woo Woo
Woo Woo Woo Woo
B2BBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
Linkedin
Youtube
Twitter
Reddit
B2C
B2BBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
Youtube
Facebook
SnapChat/
Kik
Instagram
Reddit
B2C
Linkedin
Youtube
Twitter
Reddit
B2BBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
Sponsored
content
B2C
Youtube
Facebook
SnapChat/
Kik
Instagram
Reddit
Linkedin
Youtube
Twitter
Reddit
B2BBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
Sponsored
content
Slideshare
Sponsored
webinars
B2C
Youtube
Facebook
SnapChat/
Kik
Instagram
Reddit
Linkedin
Youtube
Twitter
Reddit
B2B B2CBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
Slideshare
Sponsored
webinars
Pinterest
Sponsored
content
Youtube
Facebook
SnapChat/
Kik
Instagram
Reddit
Linkedin
Youtube
Twitter
Reddit
B2B B2CBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
Slideshare
Sponsored
webinars
Pinterest
Sponsored
content
Sponsored
content
Youtube
Facebook
SnapChat/
Kik
Instagram
Reddit
Linkedin
Youtube
Twitter
Reddit
B2B B2CBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
Slideshare
Sponsored
webinars
Pinterest
Sponsored
content
Sponsored
content
Youtube
Facebook
SnapChat/
Kik
Instagram
Reddit
Linkedin
Youtube
Twitter
Reddit
B2B B2CBRANDIN
G
CONVERSIO
N
OWNED
SITE
EMAIL
Slideshare
Sponsored
webinars
Pinterest
Sponsored
content
Sponsored
content
Youtube
Facebook
SnapChat/
Kik
Instagram
Reddit
Linkedin
Youtube
Twitter
Reddit
87
Email is 100x more effective
While a newsletter sent to 100,000
subscribers can easily result in
10,000 readers within a few hours, a
Facebook or Twitter update sent to
the same following is likely to produce
less than 70.
88
The Content Strategist
When we doubled
down on emailWhen we doubled
down on social
89
Organic social is all about your readers’
social
The secret is that the majority of your social
media traffic will come when other people—
such as your email subscribers or influencers
you interview—share your content, not when
you share your own content.
90
Paid distribution is now the most cost
effective way to do social
Analytics 92
Analytics 93
Analytics 94
equals 356min more!
$50 worth of Outbrain
Engaging 95
97
SEO
• SEO in 2015 is about one big thing: quality.
5.
Measuring & Optimizing
98
Optimize for relationships
107
john@contently.com
shane@contently.com
Questions?
109
Drinks @ Golden Bee, Singer St.

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