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#pubcon
#pubcon
Who is Dave Rohrer?
• Once was a web developer.
• Spent ~10 years in-house and ~6 years at
agencies
• I have worked on Internet Retailer 500 and
Fortune 100 accounts
• I have helped many startups and businesses get
started with SEO and PPC
• Every company I have worked for has been
bought or spun off (yes really).
• That is a photo of my boss – he is ~3.5 now.
• Currently own and run a Chicago based digital
agency
#pubcon
Find Me Online
Websites:
•Agency Site: http://www.northsidemetrics.com
Social:
•LinkedIn: https://www.linkedin.com/in/daverohrer
•Personal Twitter: @daver
•Agency Twitter: @ns_metrics
Send all complaints to:
• “me” at @simonheseltine or @seanmcginnis
#pubcon
Quick Quiz
• How many of you have $200 million content budget? 100m? 50m? How
about 2m? 200k?
• How did you get to this session? Talked to Dave/Matt? Saw a tweet? I
added it to my planner before the show. Wait, there is no free beer or
kittens to pet here?
• How many create content just for social channels? Instagram? Snapchat?
Twitter? YouTube? Facebook? Email? Others?
• How many create content to promote content? i.e. Market your Content
Marketing?
• What department: External Agency? Marketing? PR? SEO? Social? Other?
#pubcon
Content Marketing 2016: Trends and Hot
Topics Agenda
• Really Short History Lesson
• Content Expectations
• Influencer Marketing
• Companies Crushing It!
#pubcon
History like… the Cubs Winning WS
#pubcon
Earliest Example of Content Marketing?
In 1895, John Deere launched the
magazine The Furrow, providing
information to farmers on how to become
more profitable. The magazine,
considered the first custom publication, is
still in circulation, reaching 1.5 million
readers in 40 countries in 12 different
languages.
#pubcon
Which Somehow Became This:
via http://linkbaitgenerator.com/
#pubcon
Which Somehow Became This:
Source: https://www.flickr.com/photos/seanrnicholson/6450168613/
#pubcon
Which Somehow Became This:
Content Marketing by http://avalaunchmedia.com/infographics/social-meowdia-explained-redux/
#pubcon
And Now We Are Here
#pubcon
K.I.S.S.
• Target An Audience, Not Everyone
• Stay on Brand, Your Brand
• Stay on Budget, Realistic Budget
• Stay on Time & Timely
• Stay Within Your Abilities
• Keep Improving
#pubcon
The Link Baiting Playbook: Hooks
Revisited
• Link:
http://www.stuntdubl.c
om/2007/01/12/linkbait
ing-hooks/
• Thanks @stuntdubl
#pubcon
The Content Reusage Workflow
• Link:
http://www.aleydas
olis.com/en/content
/content-reusage-
workflow/
• Thanks @aleyda
#pubcon
Let’s Go Viral!
#pubcon
Why Content Fails…
Link: http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it/
#pubcon
Content Goals
• Big Content - Swinging for the
fences?
• Supporting Content - Support a
big hitting piece of content?
• Internal Goal Related – Content
done for internal reasons.
• Social Content – Content for
specific social channel
• Other – Know the goal before you
launch!
#pubcon
Market Your Content Marketing
Source: http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-angry-birds-sony-20160517-snap-story.html
#pubcon
Market Your Content Marketing
Writer Research Developer
or
Designer
Outreach Ads Email
Blast
Total $ Total
Hours
Production $250 $250 $500 $0 $0 $0 $1000 40
Promotion $0 $0 $0 $0 $0 $0 $0 1
#pubcon
Market Your Content Marketing Pt 2.
Writer Research Developer
or
Designer
Outreach Ads Email
Blast
Total $ Total
Hours
Production $250 $250 $500 $0 $0 $0 $1000 40
Promotion $0 $0 $0 $0 $50 $0 $50 2.5
#pubcon
Measuring Content
• Set Expectations
• Set Goals
– Links
– Shares
– Sales
• Whatever it is, just establish goals and measurements to
track your own strikeouts, home runs and overall batting
average.
Influencer Marketing
Joe @ https://intellifluence.com/
#pubcon
Ali Spagnola – Music, Comedy, Awesome Craziness
Subscribers:
•Youtube: 50k
•Vine: 620k
•Instagram: 49k
•Facebook: 54k
•Twitter: 2.98M
•Snapchat: Many
#pubcon
Twitter
#pubcon
Twitter
#pubcon
Snapchat
#pubcon
Instagram
#pubcon
Vine
#pubcon
Interview
• I tried to get her for an interview and failed.
• Feel free to ping her on Twitter and say:
– Hey @alispagnola you should really do that interview with
@daver of @ns_metrics #please #doitforashton
• Consolation Prize: A great video on how she uses all
the platforms is at
https://www.youtube.com/watch?v=HI9-rBVH6yI
#pubcon
Go Small to Go Big
• Think of Ali as a brand, and each video or piece of content as
content marketing
• How and what does she do to promote each piece of content?
• Where does she promote it?
• She likely does ZERO paid promotion, or maybe very little.
• Reuse your piece of content EVERYWHERE
#pubcon
Justin Wu aka Hackapreneur
• https://twitter.com/hack
apreneur
• https://www.instagram.c
om/hackapreneur/
• https://www.youtube.co
m/channel/UCdFJ4OSwwJ
o9DeeajP1cAKQ
#pubcon
Companies….Crushing It
#pubcon
Deschutes Brewery
• Site: https://www.deschutesbrewery.com/
• Blog: https://www.deschutesbrewery.com/blog/
• Instagram: https://www.instagram.com/DeschutesBeer/
• YouTube: https://www.youtube.com/user/deschutesbrewery
• Twitter: https://twitter.com/DeschutesBeer
Photo from https://www.deschutesbrewery.com/ipa-for-days/
#pubcon
Deschutes Brewery – Tapping into Events
#pubcon
Deschutes Brewery – Tapping into Events
Charity + Event = Content + $400k to Charity
Here’s a look at how that $400K assisted the nonprofits we partnered with in each city:
•Bend, OR (soft launch) : $7,500 donation to the Boys and Girls Clubs of Bend to help
fund the local Girls on the Run Program
•Philadelphia, PA: $38,000 donation to the Vetri Community Partnership to cover costs
for preparing healthy meals in public schools all over the Philly area
•Cleveland, OH: $47,000 donation to the Western Reserve Land Conservancy to reforest
Cleveland by planting over 100 community cornerstone trees.
•Chicago, IL: $69,762 to Alliance for the Great Lakes to provide 45 new classes giving
students hands-on experience in restoration activities in the region
•Minneapolis, MN: $79,700 to Second Harvest Heartland to provide nearly a quarter
million meals for needy families in Minnesota
•Denver, CO: $56,000 to Bicycle Colorado, to encourage and promote bicycling safety
& education, improve road conditions and provide a voice for bicyclists in Colorado.
•Sacramento, CA: $99,741 to Runnin’ for Rhett to fund nearly 4000 children to
participate in after school youth fitness programs.
Link: https://www.deschutesbrewery.com/street-pub-success/
Vine: https://twitter.com/DeschutesBeer/status/779469180894531585
#pubcon
Deschutes Brewery – Tapping into Video
Video + VR + Local =
Win
Watch with Oculus Rift, HTC Vive, Google
Cardboard or just watch the videos as is.
Story:
http://www.wearebrewstuds.com/stories/news
/deschutes-brings-craft-beer-labels-life-
virtual-reality/
#pubcon
Local Charities
• Recent event:
http://www.fox10phoenix.com/news/arizona-
news/209444532-story
• Huffpo:
http://www.huffingtonpost.com/2015/01/05/1
2-ordinary-people-who-can-inspire-
us_n_6348652.html
• Site: http://www.rekindle.org
• Facebook:
https://www.facebook.com/reKindleProject
• Instagram:
https://www.instagram.com/rekindlekindness/
#pubcon
Ideas for You
• Throw an event – big or small
• Give to charity, work with local groups, look in your community
• Interesting story is http://www.cnbc.com/2016/09/13/the-profit-flex-
watches.html
• Do team members work/help any charities already, can you support
them?
• Create content around your community, promote them first, and then
you.
• What does your company do offline? Leverage it!
• Speak to your base and base+
• Go offline, it is OK!
#pubcon
Don’t believe me? Thanks Matt & Crowdsigns
#pubcon
Offline Content Marketing #salonG1140
#pubcon
Beard OFF!
#pubcon
Quick Review
• Set expectations
• Set goals to manage expectations
• Set metrics for those goals
• Get your supporting content and channels ready
• Now get out there and market your content with
bunts, walks, little swings and big swings!
#pubcon
More Examples
#pubcon
Simple Infographic
Link: http://www.cnn.com/2016/09/20/health/fast-food-antibiotics-meat/
#pubcon
Spa Subway
Link: https://improveverywhere.com/2014/08/05/the-subway-spa/
#pubcon
Data: Find it & Use it
Link:
• Data is the future - https://public.tableau.com/s/blog/2016/02/10-data-
journalists-follow-tableau-public
• Map it, be useful https://drinkin.beer/beerfinder/
• https://www.facebook.com/BusinessInsider.Politics/videos/1008662935876705/
love this visual (also, it is scary)
• Map, related to what they sell, and oh… its awesome
https://www.kounta.com/coffee/ - really love this example
• Simple use of data http://www.myhousekit.com/chicagotribune.com/wlist/tw-
191+sw-210+input-IL
• Another fave - https://github.com/arielf/weight-loss
#pubcon
Simple Video Q&A Using Autocomplete
Link: http://www.wired.com/2016/04/ice-cube-google-autocomplete-interview/
#pubcon
Local Microsite
Link: http://arrestedatcoachella.com/q-and-a/
#pubcon
chiefmartec is Great at These
Link: http://chiefmartec.com/2016/10/odds-marketing-stack-bigger-think/
#pubcon
Interactive Stories @ Large Publishers
#pubcon
Comic, Video, Infographic & More
Link: https://themighty.com/2016/05/rebecca-burgess-comic-redesigns-the-autism-spectrum/
#pubcon
Local, Video, Interactive, Infographic
Link: https://www.gotahoenorth.com/things/north-lake-tahoe-ale-trail/
#pubcon
Look at Art & History
Link: https://brightside.me/creativity-photography/auto-mechanics-pay-homage-to-the-legendary-artworks-of-renaissance-painters-114455/

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Content Marketing Trends in 2016 - Pubcon Vegas

  • 2. #pubcon Who is Dave Rohrer? • Once was a web developer. • Spent ~10 years in-house and ~6 years at agencies • I have worked on Internet Retailer 500 and Fortune 100 accounts • I have helped many startups and businesses get started with SEO and PPC • Every company I have worked for has been bought or spun off (yes really). • That is a photo of my boss – he is ~3.5 now. • Currently own and run a Chicago based digital agency
  • 3. #pubcon Find Me Online Websites: •Agency Site: http://www.northsidemetrics.com Social: •LinkedIn: https://www.linkedin.com/in/daverohrer •Personal Twitter: @daver •Agency Twitter: @ns_metrics Send all complaints to: • “me” at @simonheseltine or @seanmcginnis
  • 4. #pubcon Quick Quiz • How many of you have $200 million content budget? 100m? 50m? How about 2m? 200k? • How did you get to this session? Talked to Dave/Matt? Saw a tweet? I added it to my planner before the show. Wait, there is no free beer or kittens to pet here? • How many create content just for social channels? Instagram? Snapchat? Twitter? YouTube? Facebook? Email? Others? • How many create content to promote content? i.e. Market your Content Marketing? • What department: External Agency? Marketing? PR? SEO? Social? Other?
  • 5. #pubcon Content Marketing 2016: Trends and Hot Topics Agenda • Really Short History Lesson • Content Expectations • Influencer Marketing • Companies Crushing It!
  • 6. #pubcon History like… the Cubs Winning WS
  • 7. #pubcon Earliest Example of Content Marketing? In 1895, John Deere launched the magazine The Furrow, providing information to farmers on how to become more profitable. The magazine, considered the first custom publication, is still in circulation, reaching 1.5 million readers in 40 countries in 12 different languages.
  • 8. #pubcon Which Somehow Became This: via http://linkbaitgenerator.com/
  • 9. #pubcon Which Somehow Became This: Source: https://www.flickr.com/photos/seanrnicholson/6450168613/
  • 10. #pubcon Which Somehow Became This: Content Marketing by http://avalaunchmedia.com/infographics/social-meowdia-explained-redux/
  • 11. #pubcon And Now We Are Here
  • 12. #pubcon K.I.S.S. • Target An Audience, Not Everyone • Stay on Brand, Your Brand • Stay on Budget, Realistic Budget • Stay on Time & Timely • Stay Within Your Abilities • Keep Improving
  • 13. #pubcon The Link Baiting Playbook: Hooks Revisited • Link: http://www.stuntdubl.c om/2007/01/12/linkbait ing-hooks/ • Thanks @stuntdubl
  • 14. #pubcon The Content Reusage Workflow • Link: http://www.aleydas olis.com/en/content /content-reusage- workflow/ • Thanks @aleyda
  • 15.
  • 17. #pubcon Why Content Fails… Link: http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it/
  • 18. #pubcon Content Goals • Big Content - Swinging for the fences? • Supporting Content - Support a big hitting piece of content? • Internal Goal Related – Content done for internal reasons. • Social Content – Content for specific social channel • Other – Know the goal before you launch!
  • 19. #pubcon Market Your Content Marketing Source: http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-angry-birds-sony-20160517-snap-story.html
  • 20. #pubcon Market Your Content Marketing Writer Research Developer or Designer Outreach Ads Email Blast Total $ Total Hours Production $250 $250 $500 $0 $0 $0 $1000 40 Promotion $0 $0 $0 $0 $0 $0 $0 1
  • 21. #pubcon Market Your Content Marketing Pt 2. Writer Research Developer or Designer Outreach Ads Email Blast Total $ Total Hours Production $250 $250 $500 $0 $0 $0 $1000 40 Promotion $0 $0 $0 $0 $50 $0 $50 2.5
  • 22. #pubcon Measuring Content • Set Expectations • Set Goals – Links – Shares – Sales • Whatever it is, just establish goals and measurements to track your own strikeouts, home runs and overall batting average.
  • 23. Influencer Marketing Joe @ https://intellifluence.com/
  • 24. #pubcon Ali Spagnola – Music, Comedy, Awesome Craziness Subscribers: •Youtube: 50k •Vine: 620k •Instagram: 49k •Facebook: 54k •Twitter: 2.98M •Snapchat: Many
  • 30. #pubcon Interview • I tried to get her for an interview and failed. • Feel free to ping her on Twitter and say: – Hey @alispagnola you should really do that interview with @daver of @ns_metrics #please #doitforashton • Consolation Prize: A great video on how she uses all the platforms is at https://www.youtube.com/watch?v=HI9-rBVH6yI
  • 31. #pubcon Go Small to Go Big • Think of Ali as a brand, and each video or piece of content as content marketing • How and what does she do to promote each piece of content? • Where does she promote it? • She likely does ZERO paid promotion, or maybe very little. • Reuse your piece of content EVERYWHERE
  • 32. #pubcon Justin Wu aka Hackapreneur • https://twitter.com/hack apreneur • https://www.instagram.c om/hackapreneur/ • https://www.youtube.co m/channel/UCdFJ4OSwwJ o9DeeajP1cAKQ
  • 34. #pubcon Deschutes Brewery • Site: https://www.deschutesbrewery.com/ • Blog: https://www.deschutesbrewery.com/blog/ • Instagram: https://www.instagram.com/DeschutesBeer/ • YouTube: https://www.youtube.com/user/deschutesbrewery • Twitter: https://twitter.com/DeschutesBeer Photo from https://www.deschutesbrewery.com/ipa-for-days/
  • 35. #pubcon Deschutes Brewery – Tapping into Events
  • 36. #pubcon Deschutes Brewery – Tapping into Events Charity + Event = Content + $400k to Charity Here’s a look at how that $400K assisted the nonprofits we partnered with in each city: •Bend, OR (soft launch) : $7,500 donation to the Boys and Girls Clubs of Bend to help fund the local Girls on the Run Program •Philadelphia, PA: $38,000 donation to the Vetri Community Partnership to cover costs for preparing healthy meals in public schools all over the Philly area •Cleveland, OH: $47,000 donation to the Western Reserve Land Conservancy to reforest Cleveland by planting over 100 community cornerstone trees. •Chicago, IL: $69,762 to Alliance for the Great Lakes to provide 45 new classes giving students hands-on experience in restoration activities in the region •Minneapolis, MN: $79,700 to Second Harvest Heartland to provide nearly a quarter million meals for needy families in Minnesota •Denver, CO: $56,000 to Bicycle Colorado, to encourage and promote bicycling safety & education, improve road conditions and provide a voice for bicyclists in Colorado. •Sacramento, CA: $99,741 to Runnin’ for Rhett to fund nearly 4000 children to participate in after school youth fitness programs. Link: https://www.deschutesbrewery.com/street-pub-success/ Vine: https://twitter.com/DeschutesBeer/status/779469180894531585
  • 37. #pubcon Deschutes Brewery – Tapping into Video Video + VR + Local = Win Watch with Oculus Rift, HTC Vive, Google Cardboard or just watch the videos as is. Story: http://www.wearebrewstuds.com/stories/news /deschutes-brings-craft-beer-labels-life- virtual-reality/
  • 38. #pubcon Local Charities • Recent event: http://www.fox10phoenix.com/news/arizona- news/209444532-story • Huffpo: http://www.huffingtonpost.com/2015/01/05/1 2-ordinary-people-who-can-inspire- us_n_6348652.html • Site: http://www.rekindle.org • Facebook: https://www.facebook.com/reKindleProject • Instagram: https://www.instagram.com/rekindlekindness/
  • 39. #pubcon Ideas for You • Throw an event – big or small • Give to charity, work with local groups, look in your community • Interesting story is http://www.cnbc.com/2016/09/13/the-profit-flex- watches.html • Do team members work/help any charities already, can you support them? • Create content around your community, promote them first, and then you. • What does your company do offline? Leverage it! • Speak to your base and base+ • Go offline, it is OK!
  • 40. #pubcon Don’t believe me? Thanks Matt & Crowdsigns
  • 43. #pubcon Quick Review • Set expectations • Set goals to manage expectations • Set metrics for those goals • Get your supporting content and channels ready • Now get out there and market your content with bunts, walks, little swings and big swings!
  • 47. #pubcon Data: Find it & Use it Link: • Data is the future - https://public.tableau.com/s/blog/2016/02/10-data- journalists-follow-tableau-public • Map it, be useful https://drinkin.beer/beerfinder/ • https://www.facebook.com/BusinessInsider.Politics/videos/1008662935876705/ love this visual (also, it is scary) • Map, related to what they sell, and oh… its awesome https://www.kounta.com/coffee/ - really love this example • Simple use of data http://www.myhousekit.com/chicagotribune.com/wlist/tw- 191+sw-210+input-IL • Another fave - https://github.com/arielf/weight-loss
  • 48. #pubcon Simple Video Q&A Using Autocomplete Link: http://www.wired.com/2016/04/ice-cube-google-autocomplete-interview/
  • 50. #pubcon chiefmartec is Great at These Link: http://chiefmartec.com/2016/10/odds-marketing-stack-bigger-think/
  • 51. #pubcon Interactive Stories @ Large Publishers
  • 52. #pubcon Comic, Video, Infographic & More Link: https://themighty.com/2016/05/rebecca-burgess-comic-redesigns-the-autism-spectrum/
  • 53. #pubcon Local, Video, Interactive, Infographic Link: https://www.gotahoenorth.com/things/north-lake-tahoe-ale-trail/
  • 54. #pubcon Look at Art & History Link: https://brightside.me/creativity-photography/auto-mechanics-pay-homage-to-the-legendary-artworks-of-renaissance-painters-114455/

Editor's Notes

  1. Most Interesting Cat = Boring Slide is now Most Interesting Slide
  2. Funny how all 4 of the companies that rank for link bait are known for using content marketing.
  3. Content Marketing! Also this is really when the Cats took over the internet.
  4. The game itself cost around €100,000 ($140k) to build and update, Wired claimed.
  5. Thanks Joe! 
  6. In past year or two she has added, 30k more YT, 1 million more on Twitter, 25k or so on FB and 32k more on Insta and 120k on Vine
  7. https://twitter.com/Cubs/status/726903627957194752?ref_src=twsrc%5Etfw
  8. https://www.washingtonpost.com/graphics/business/batteries/congo-cobalt-mining-for-lithium-ion-battery/