15. Let’s stop chasing our “long tail”
Can we create content that is
liquid?
Can we tell stories, not settle
bets?
Can we make SEO better?
Sunday, April 21, 13
17. Future. Focused. Passionate.
Less content. Higher Quality.
One Year Later:
Organic Traffic: -30%
Engagement: +150%
Inbound Links: +40%
Social Sharing: +100%
Sales: +185%
Sunday, April 21, 13
18. Create more valuable customers?
Easier to upsell/cross sell?
Create defenders of our brand?
Can we create brand
subscribers?
Sunday, April 21, 13
19. Social to engage new prospects.
Results:
3 week close instead of 1
HR.
217% more likely to
make first payment and
continue to make
payments.
Sunday, April 21, 13
20. B2B Services Company
“okay, we’ll try this content
marketing thing”
Customer Acquisition
1.2x the cost
1.5x as long
Sunday, April 21, 13
21. B2B Services Company
“wait for it....”
Customer Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to share
Sunday, April 21, 13
34. @ Robert_Rose
1,800,000Views
6Years Of Human Time
1,353,000,000 Views
10,425Years Of Human Time
16YearsOf Human Time How will we ever
get that many....Every Hour...
Sunday, April 21, 13
39. “advertising
agencies were not
built to deliver for
“always-on”
content marketing.
Brands like ours
need highly
creative content.”
Christa Carone – CMO
Xerox
Sunday, April 21, 13
40. “The challenge
facing marketers is
how to effectively
and efficiently
organize for this
new, nimble era of
content creation.”
Paul Matsen – CMO
Cleveland Clinic
Sunday, April 21, 13
41. “Brand storytelling is both
an art and a science. If
you’ve [delivered relevant,
authentic experiences],
your story can end up being
the one that people love
and more importantly
remember.”
Davide Grasso
VP Global Brand Marketing
Nike
Sunday, April 21, 13
42. “The more I can use brand stories to create
emotional connections to my consumers,
the less I have to trade on it. ”
Jonathan Mildenhall,
Worldwide VP of Creative
Coca Cola
Sunday, April 21, 13
43. If we believe that the
science of marketing
can be complex
enough to make “data
scientists” sexy
Why is it so hard to
believe that the art of
marketing can be as
complex as the best
stories ever told?
Sunday, April 21, 13
44. “In business, we delegate what’s
uncomfortable. Process makes us
comfortable, organized and scalable.
But do we need to pit it against
creativity?
Beth Comstock, CMO
GE
We require mental and physical space for
ideas to be shaped, shared, iterated,
stomped to smithereens and reiterated.”
Sunday, April 21, 13
58. Whidbey Island Tourism
Content Aware
• Increase in content, videos,
e-newsletters and news
• Focused on SEO
• 60% increase in traffic
Sunday, April 21, 13
59. Tenon Tours
Thought Leadership
Started with SEO effort - Awareness
Developed a 57% increase in traffic
Developed Landing pages w/ registration
for specialized content/itineraries
Increased leads by 504%
Increased visits-to-lead conversion rate by 285%
Increased sales revenue by 129%
Sunday, April 21, 13
60. RCI
Storyteller
• RCI created content for its Web site
• Boutique custom-published magazine
• Created iPad App out of magazine
• Thousands of downloads
“Endless Vacation always has the most
useful info, beautiful photos, and
enticing stories that make me want to
get off the couch and hit the road!”
- Review from iTunes Store
Sunday, April 21, 13
61. “In business, 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
General Electric
Sunday, April 21, 13
