CMI Master Class Toronto Presentation

The Evolution of
Content Marketing

91/100
http://bitly.com/cm-research

Just 42% believe their
content marketing is effective
http://bitly.com/cm-research

How Many of You Have
a Documented Content
Marketing Strategy?

Create a Content Marketing
Mission Statement

Why?
Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
1.  Core Target Audience
2.  What Will Be Delivered
3.  The Outcome for the
Audience

Why 2020?
It’s closer than you think…

You’re closer to 2020
-  Than you are from the
introduction of the iPhone
-  Than you are from your
possible first tweet
-  Than from the possible
creation of a Facebook page

Where is content?Where is content marketing… at the heart!

So what has changed?
It’s beyond relationships
Similar to Production
Era to Marketing Dept. Era
Globalization of both content
And products mean…
Loyalty is to approach not
to product or service

The democratization of of
content & experiences
Yes “content shock” but it
doesn’t mean attention spans
decrease.
It’s the power AND risk of not
maintaining an audience
Value must be continually
created.

The adaptation of marketing’s
purpose in the business
Tendency is to focus on
hardware and software
development
Quality of the information – NOT
the channels on which it flows.
So……

So what has changed? Nothing & Everything
Marketing is here to continually
evolve the customer.
We are here to create value.
Developing audiences will
become the critical method by
which we engage customers
through all aspects of the funnel
“The purpose of business is to
create a customer, the
business enterprise has two–
and only two–basic functions:
marketing and innovation.
Marketing and innovation
produce results; all the rest
are costs. Marketing is the
distinguishing, unique function
of the business.”
- Peter Drucker

For some… it’s already
happening…
Experiences powered by content
will be the method by which we
differentiate and create value

happening…
Integration of content as a core
skill will be as critical as product
development.

happening…
A disintegration of “war”
mentality of marketing. Adapting
to constant evolution marketing.
Creating delightful experiences
that continue to inform, entertain,
engage and evolve the
customer.

How do we delight audiences with
content-driven experiences?

Delighting an audience in a new generation…

We take the first steps today….

List
of
Headlines

Or
things
I
know
to
be
true

“If you can’t describe what
your doing as a process, you
don’t know what you are
doing”
W. Edward Deming

-  Develop the muscle &
Have the discipline and
responsibility to have a
purpose.
“creativity is not a talent. It’s
a way of operating”
John Cleese

Promoter Professor Preacher Poet

Financial Services Strategy Firm
The Plan
•  Website: Daily - 3 “How To” Articles
•  Blog: “The World’s Largest FAQ” Post
•  Social: Daily posts on FB, Twitter Etc..
•  LinkedIn: Company Page, Blog Posts
From Good to Better:
•  SEO Results: Top 10 across 20
keywords
•  Websites - 25% increase in traffic
•  Blog: 100% increase in traffic
•  Social: Thousands of likes, 5K
followers

The Plan
•  More traffic not actually better
•  SEO results great - but who cares?
•  Realized - Less content and more
“tentpole pieces” and re-use provided
better quality traffic, helped sales more
From Better to Great:
•  Research studies (8 weeks production)
•  Aggregate client data (quarterly, yearly
•  Industry/Influencer expertise

•  Average Approx 100 Subscribers
•  Passionate Subscribers
•  Top 5 reason for renewal
•  4 New engagements from new clients
•  “You Are The Program” Conference
•  150 Attendees (Limited)
•  Waiting list now
•  25 new projects (hallway conversations

DEVELOP
TWO
IDEAS

GOALS: Pick two business goals.
1.  Where you could improve
something you’re already doing
2.  A Stretch Goal that you think an
innovative content marketing
program could achieve
Format: X Goal in Y Time With Z
Constraint
Example: Deliver 25% more leads
in 9 months w/ same CPL or less.
IDEAS: Two ideas to meet these goals
1.  What would you change to something
you’re already doing to infuse CM into
it.
2.  What of the box idea would you try if
you could could
Example:
A white paper series on how to be a
storyteller in today’s business
environment

“The opportunity today is
not thousands of markets
with millions of buyers. It’s
millions of markets each
with thousands of buyers.”

In 2014 it’s the delight that
matters. We have to not only
GRAB attention from the
audiences that matter.
We have to hold it, so that WE
matter to them.

1,000,000Views

6Years Human Time

400,000,000 Views

1,200Years Human Time

15,000,000 – 20,000,000

But that’s not even the
most interesting
thing…

750,000 – Avg over a Week

1,000,000 – In A Month

0.6 Approx: TV Rating

Rosanna Pansino

0.6 TV Rating Audience – 18-49

Total Live+DVR – 1.4 million

1
Month
Of
Videos

Average:
20K
Views

Take
out
the
outliers:

Average:
5,000
Views

Avg. <7,000 Views
New Audiences For Blog
Direct engagement with
specific customers AT&T
New York Times, Verizon
1st Cisco content aired
on TV - For Free
The Network Effect

1,000,000 Views But Only 1 Counted

Audience
•  Alumni
•  Staff / Professors / Contractors
•  Local Businesses
•  State Businesses
•  National Businesses
•  Government (Local, State, Federal)
•  Non-Profits
•  Sports Franchises
•  And on and on….
Buyers
•  Parents
•  Students

You should never have trouble
developing a WHO.
If your buyer persona is someone who
“doesn’t consume content” –there is
an AUDIENCE WHO DOES.
Do this: Walk through your main
persona’s buying cycle and then ask
yourself – where they typically enter
your sales cycle. If it’s at the middle or
the end ask yourself “who influences
that?”
Your First Homework Assignment…..
…draw an influence map.

Student

Parent

Alumni

Local

Business

NaOonal

Business

Local

Government

An example…
Core Persona: Student
Audience Personas:
•  Parent
•  Alumni
•  Local Business Owners
•  National Business Executives

Prod. Dev.
R&D People
Procurement
CUSTOMER:
CEO’s
Associations
Food Magazine Editors
Chefs / Bartenders
Planners
A Different Story:
Instead of creating content trying to influence the Product Development
people.
Create content around being a “taste-maker” and influence Chefs and
Bartenders about the newest flavors that are becoming hip.
AUDIENCE:
An example…

The Windows Integrated Management
Program (the WIMP)
Let’s look at some audience personas – and
how we might start to develop them
Our “Buyer Persona” is the CIO or VP of
Technology.
Buuuut… we seem to always be called in
during the RFP process… never before
Welcome to Wimpy Tech….

•  Meet Jeremy
•  Mid 30’s – Coffee Lover
•  Works at a bank
•  Responds to email: phone not so much
•  Young, family man
•  Sales USP: Enable Jeremy to be 25%
more effective
•  Personal (Audience) UVP: Give me more
time to be me
•  Where does Jeremy’s UVP – tie into the
brand story we want to tell
•  Free online tools for predicted time
saving
•  A blog on how is peers are creating
a quality life
•  Mobile app that keeps him up to
date on latest news
Let’s get to the personal UVP…

•  Meet Cheryl
•  The CFO at the bank…
•  Influential in creating demand
•  Sales USP: Save the organization
100’s of thousands of dollars
•  Personal (Audience) UVP: make
me a CFO Rockstar
•  White papers: predictive analytics
change CFO’s manage finances
•  Invite HER to write about how she
leverages technology (or her peers)
•  CFO-Only Event on how dashboards
are changing the industry
Getting to the personal UVP….

Put your reporter hat on...
•  WHO is the persona ... emotionally attached
•  WHAT does he/she do?
What does her day look like?
•  WHERE is the gap in his needs/wants Even
beyond our product or service
•  WHEN do they need to close this gap
•  WHY does he care about US - Not our product
Go get the real story

DEVELOP
TWO
IDEAS

Take
your
goals
and
your
idea
and
as
we
go
through
this
next

secOon
–
think
about
choosing
one
of
each,
and
deciding
on
a

WHO
(either
audience
or
core)
of
you
will
target
with
this.

“Today, TV is a bigger business
than the old narrowly defined
movie business ever was.
Had Hollywood been customer-
oriented (providing entertainment)
rather than product oriented
(making movies), would it have gone
through the fiscal purgatory that it
did?”
- Theodore Levitt
Marketing Myopia

“People don’t buy
WHAT you do, they
buy WHY you do it.”
- Simon Sinek

“The king walked through the misty
forest, the prince walked through
the misty forest and the queen
walked through the misty forest.”

- Plot

as they danced... the trees transformed into giant
dragons.....”

“The king walked through the misty
forest, followed by the queen and
prince who danced through the misty
forest...

- Story

Modular Data Centers
Typical Services Methodology:
Plan, Design, Build, Maintain
Benefits/Features
We’re Better, We’re Faster, We’re
Cheaper

Content Marketing Program:
Directed at the IT (CIO) side of the business.
Topic/Idea:
Modularized Data Centers: The Future
•  Blogs talking about how they work
•  Success stories about them..
•  Video of time lapse of building one...
•  How our company does them faster...
•  Types of infrastructures - detailed
specifications...
Getting to why…

Directed at the IT (CIO) side of the
business.
Topic: Modularized / Containerized
Data Centers: The Future
Why is this topic
important
to CIO’s
Because our MC Data centers
are less expensive and more
agile than traditional data
centers
The 5 Why’s…

Why is it
important for
CIO’s to have
less expensive
and more agile
data centers?
Because the needs of
computing in the business are
rising exponentially, and
CIO’s need to have faster/less
expensive ways to manage
their costs
The 5 Why’s…

Why is it important
for CIO’s to know
about ways to
manage costs and
be faster?
Because if they stay current
with these future trends, then
they can expand their
business more quickly and
have a competitive
advantage.
The 5 Why’s…

Why is it important for
CIO’s to about how future
trends can give their
business a competitive
advantage?
Because if they don’t stay
ahead of the curve, their
company may go out of
business, or they may be
out of a job.
The 5 Why’s…

Why is that
important to
CIO’s?
Because their livelihood
depends on having this
knowledge.
The 5 Why’s…

We believe in the office of the CIO
But things are changing fast - and in order for them to stay
competitive on the job market, they must stay ahead of the curve
or they (or their company) will be out of business.
So, we help them stay current by delivering the most important
future trends to help them expand their business and create
competitive advantage.
The needs of business computing are rising exponentially, and
CIO’s must keep up with ways to do things faster, and less
expensively.
Modularized, Containerized Data centers - and the trends and best
practices in deploying them are a powerful new way for the CIO to
stay competitive.
5

4

3

2

1

And now – a bit of magic….

Topic/Idea:
The Lean And Mean CIO
•  Why You aren’t ready for a mission critical business?
•  CIO Profiles: The missing component from a mission critical
career?
•  Is Big Data Portable - Smart CIO’s Are Making Big Data
Smaller....
•  Are YOU ready for Global data management
•  MissionCriticalByDesign.Com
Getting to why….

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Marketing Solutions
Welcome to the Funnel
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 2
1 of every 3
Professionals
on the Planet is
on LinkedIn
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may
the ﬁle again. If the red x still appears, you may have to delete the image and then insert it again.

Jobs
Content
6XContent pages
receive 6X the
page views vs.
job pages.
3

The Definitive
Publishing Platform
Professional

Brands build relationships with the
world’s professionals
by using accurate targeting to deliver relevant content
Target
Publish
Extend
Target with accuracy
to reach a high
quality audience
Publish relevant
content in a
professional context
Extend through social
sharing and extend
quality traffic and data
to your sites

Target with Accuracy
Using authentic data
Who they are
Who they know
What they do
Their profile Their connections Their behavior

Achieve your objectives
With LinkedIn
Publish Extend
Target
Generate Awareness
Generate Traffic and
Leads
Drive Consideration
Preference
Drive Advocacy
Build Community

Let’s Talk About Content…

Discover
Explore
Select
Advocate
60%

It’s up to marketers to deliver a better
content experience

The key ingredient to
a better content experience
is relevance

Not more content
more relevant content
14

Speak to the dog, in the language
of the dog, about what’s in the
heart of the dog.
– Roy Williams

Useful x Enjoyable x
Inspired =
Innovative Content
Ann Handley’s Formula:

The Blogging Food
Groups Categories
Monday Tuesday
Wednesd
ay
Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake

Repurpose Content
23

Repurpose Activity
Choose your content
How it would be used in a blog
How it would be used in SlideShare
How it would be used in a webinar
How it would be used in a video
How it would be used in a infographic
Think of a piece of content from the wheel to the right and how it could
be repurposed into the other parts of the wheel.
24
Blogs
Slide
Presentation
Webinars Videos
Infographics
Content

The only art I’ll ever study is stuff
that I can steal from.
- David Bowie

Who’s Doing it Right?
(The Big Rock)

(Twitter w/ custom image)

(Going Visual)

(The Webinar)

When we need that extra push…

Inbound + Outbound =
Awesomeness
(Sponsored Update)

41%
of unique visiting members
came through mobile apps
in Q4 2013
Mobile is accelerating content
consumption

Smartphone consumption is always-on
9pm6pm3pm12pm9am6am

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions35
The visual is the new headline!

The Infographic is not Dead.
Claiming that Something is Dead, is.
36

Visual Kicks Text’s A**
328,000
Views!
Going Visual
37

Empowering Advocates
38

How do you know if your content strategy is working?
Increased
referral traffic
Social
Engagement
Higher
quality leads
39

It's not who does it first,
it's who does it best..
- David Bowie

Big Rock Content repurposed into
“Turkey Slices”
42
The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare

eBooks
Blogs:
43

infographics

The
Webinar
Physical Book

Take it Global

Download the Sophisticated Marketer’s Guide to
LinkedIn: http://lnkd.in/sgm
47
Interested in Content Marketing on LinkedIn?

Now go create some bloody good content!
I Love You All.
Goodnight!

Take the one of your goals – and one of your ideas
– choose your persona and write them down.
Find a partner, and go through the “5 Why’s”. Get
to your deeper story. Create the mission.
Bonus – for starting to think how it will work across
different areas (e.g. Sales, PR, Social, etc…

Chief
Content

Oﬃcer

Managing

Editors

Content

Producers

Chief
Listening

Oﬃcers

Content

Creators

1. Build the collaboration
first - then the structure.
2. Find the “pockets of
excellence” and build
on them.
3. One house. One street
one neighborhood.

The channel editorial calendar within…
The platform’s editorial calendar within…
The marketing/brand calendar….
Within…
Speaking of calendars…

Master Calendar
Channel Calendars

A good EC is more than just slotting
random content into a datebook.
Maps to the story, our personas, the
engagement cycle and our overall goals.
It gives us the ability to plan, react and keep
on track with measurement.
Collaboration tool for other members of the
team.

Prioritized list of what/when/where you are
publishing based on story map.
Assigned Managing Editor / Content
Creator.
Dates - creation, due, finalize, legal, archive
etc..
Metadata for insight and organization -
could be personas, engagement cycle, legal
etc..

Goals Can Be Set By Content
by Persona Etc..
An integrated editorial calendar
Enables you to see where the content
marketing is, or isn’t having effect.

an a lyt ics
/ anl’itiks /
noun
plural noun: analytics
1.  The systematic computational analysis of data
or statistics.
Information resulting from the systematic analysis
of data or statistics
. . .

an a lyt ics
/ anl’itiks /
WMD
Weapon Of Mass Delusion
1.  A systematic way to make
any effort look like a massive
success or failure depending
on your agenda
. . .

The Measurement Pyramid
Goals:
Indicate progress to achievement
Key KPI’s
Secondary goals and indicators
Indicators
Data that improve process

Goal:
Increase leads by 10% w/ no
extra cost in 6 months
The Measurement Pyramid
Reporting:
•  # of Leads / % of Increase
•  Cost Increase or Decrease
•  Subscribers
•  Conversion rates
•  Email response rates
•  Cost per lead by channel
•  Likes / Followers
•  Page views
•  Social metrics
•  Keyword reports

The Pyramid Benefits
Measure what’s important and,
more importantly, meaningful.
Frees the team from “always up
and to the right” mentality
Prevents departmental
competition

18%

200%

400%

100 Hrs.
/ Min.

1000%

1.  Still operate that content is separate
from “real marketing”
2.  Still think measurement is a way to
prove worth, rather than improve a
process
3.  We still think that “content” is an
attribute of marketing instead of value
in and of itself
We Haven’t Changed…

1.  Can we infuse the content marketing
approach into existing strategy
2.  Can we stop measuring in silos? And
all the way down?
3.  Can we stop “acting” like a media
company and actually BE a media
company?
But can we make it better?

Let’s look at an example… Advertising
WEB
BANNER

PRINT

SEARCH

50,000 Impressions
1% CTR - (500 Visitors)
$6.00 CPC
1 Customer - $3,000
Cost Per Customer
30 Demo Requests
- 6% Conversion Rate
10 Demonstrations
- $300 / Demo

50,000 Impressions
1% CTR - (500 Visitors)
$6.00 CPC
75 Downloads - 30%
Conversion Rate
($20 ea)
9 Demonstrations ($166)
3 Customers - $500
Cost Per Customer

Sometimes Content Marketing IS
more expensive but can it create
a better customer?
“The Switching Economy” $5.9
Trillion up for grabs…
Engaging experiences are not
“nice to have’s” any longer.
Measuring the whole journey
670 Miles
$100DollarBills

B2B Training Company
Methodology to measure all
the way through – from first
awareness to customer
service.
8 Months later…
•  1.2x the cost
•  1.5x the time
Loyalty. Upsell. Evangelism

Customers closed through content
marketing infusion
Spent 2X as much
Stayed 5X as long
2X more likely to share…
It’s not just more likes, leads or
customers. It’s also: Better likes,
leads, customers – relationships.
Loyalty. Upsell. Evangelism.

3 Types of CM Measurement
Attention Metrics
(Audience
Development)
Measuring
consumption brand
awareness as a means
of widening the funnel
Social Metrics
(Conversation
Influence)
Measuring the creation
of influence, the power
of sharing, and the
larger discussion about
our approach
Effectiveness
Metrics
(Content Purpose)
Measuring intended
purpose at
influencing behavior
at various parts of
the funnel

Let’s map that measurement…
Visitors/Customers
Awareness recall
Visitor loyalty
Share of voice
Brand Awareness %
Earned Media
Impressions
Page views
Downloads
Earned Media $$
Visitors/Leads
Discussion Lift
Total CPL
Customer Cost Ratio
NPS - Loyalty
Social Shares
Sentiment Analysis
Influencer Mentions
Tweets, Likes +1’s
Forwards
Inbound Links
Cost Per Visitor
Lead (by channel)
Total Value by lead
Blog subscriptions
Time on site
Referral Traffic

Stage Gate Vs. Discovery Driven
Here are most marketing projects:
Broad range of campaigns
Winnow and place our bets on
campaigns/projects
Map into phrases:
Plan, Development, Launch,
Manage
Separate these phases by stage gates.
Go/No Go – Move On or Kill It

Perpetuates “analytics” as WMD
Key decisions based on:
•  What we know – prior results
•  What we’re guessing – WAG
•  Current risks – Can we
deliver?
What does that do?
•  Risky, innovative – potentially
meaningful - things always die
•  Incremental “safe” things go
forward
•  We Koboyashi Maru the
results

Discovery Driven Planning
Start with success. What does it look like.
What needs to be true?
List/Prioritize in rank order.
Showstoppers, and Easily tested
Now – ideas/projects to make these true.
Map them into your phases.
If a critical assumption isn’t true – then
revise, learn and iterate. Lots of small
steps.

The goal remains the same – but assumptions
to reach the goal are what must be changed.
Leaders in the business can help clear the way
for the assumptions rather than view
practitioners as trying to move the goalpost.
Most failure in marketing comes from failing to
ask the right question, not because of the
accuracy, detail or our ability to get an answer.
Shine the light on meaning, not numbers

Business Case: Mapping Measurement
Goal:
Increase qualified leads by 25% in 12 months w/ minimal
incremental cost and decreasing CPL
?
What do I know / What needs to be true
-  About 30% of the leads we generate turn into leads.
-  100 = 30 so I need to generate 38 now… So 125 leads
at current conversion rates – or increase

?
What do I know
-  30% of the leads we generate turn into qualified
leads
-  100 = 30 so I need to generate 38 now… So 125
leads at current conversion rates – or increase
conversion rates to 40% - or… Both!! - 50 Qual.
Leads a 40% Increase!!
-  We know that we convert a high percentage of
leads from events – especially webinars to our
engineering persona but highest % of qual. leads
from our thought leadership papers.

IDEA:
Let’s launch a blog that builds an audience for new
engineers to learn about our approach, and drive them to
webinars and thought leadership program.
INSERT YOUR CONTENT MARKETING MISSION HERE

?
What needs to be true…. And by when!!
-  We need to be building audience and subscribers
right away. And we need to drive incrementally
more attendees to webinars in the short term –
within six months.
-  We need to be driving more thought leadership
downloads without cannibalizing from other
methods.
-  We need to source much of the content internally –
and create a test platform based on low
incremental costs.

AWARENESS
ESTABLISH HERO
LIFTOFF
90 Days
Content Creation
80% Preacher
20% Professor
2,000 Visitors
1,000 Subscribers
% Paid Vs. Unpaid (CPS)
On pace: 25 Leads
On pace: Better Quals
Social shares growing
1,000 Visitors
% Paid vs Unpaid Decreasing
500 Subscribers
On pace: X Webinar Attendance
On pace: Y Paper downloads
Social shares growing
500 Visitors
100 Subscribers / (CPS)
% Paid vs. Unpaid
On pace: X Webinar Attendance
On pace: Y Paper downloads
90-180 Days
Content Creation
40% Preacher
60% Professor
180 - 270 Days
Content Creation
10% Preacher / Curated
80% Professor
5% Poet
Editorial
Strategy
Calendar

A Story Map

Take
your
“pitch
idea”
and
start
your

story
map.
What
does
it
look
like?

IdenOfy
phases,
rollout
among
channels

and
idenOfy
the
metrics
for
success.

It
becomes
your
pitch
to
the
CEO
for

taking
your
content
markeOng
to
the

next
level.

“The big question is
whether you are going to
be able to say a hearty yes
to your adventure.”

“The goal of life is to make
your heartbeat match the
beat of the universe, to
match your nature with
nature.”

Jonathan Mildenhall,
Worldwide VP of Creative
Coca Cola
70/20/10 Investment Model

CMI Master Class Toronto Presentation

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