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Denver Startup Week - Amplifying Agency Growth In The Current Content Marketing Landscape
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- 3. HEADLINE EVENT SPONSORS PARTNERSPONSORS MEMBER SPONSORS BakerHostetler Bradford LTD Capital One Cafe Coastal Cloud Colorado Impact Fund Connect for Health Colorado Cooley Corus360 / Intersect Alliance City and County of Denver Office of Economic Development EKS&H Event Integrity FullContact Gary Community Investments General Assembly GroundFloor Media Guiceworks Imageseller Inkmonstr Accenture Bridgepoint Education Butler Snow Delta Tables Denver Foundation Hogan Lovells Meyer Law Name.com Slifer, Smith & Frampton SoGnar Swiftpage Zipcar
- 4. Blue Chip Clients: 2001INGATHER Research& Sensory opens it’s doors 3 facilities in Denver CO 25 EMPLOYEES 1st to introduce Research-in-Context® Amazing Innovations! IdeaStream® Reality Restaurant & Bar® • Seats 50+ respondents • 20 foot Front Bar • 17 foot Back Bar THE STATS: Reality House® • 6,000 sq. ft. home • 1,600 sq. ft. client area • 4 Bernese Mtn. dogs • 3 levels • 1 sweet swimming pool Unsalted Crackers Lab® • 1,260 sq. ft. of testing space • Seating for 50 respondents • Over 3,000 clients serviced 500+ Beer CLTs (and counting) Where Reality Meets Research® #1best place for Business & Careers #2 fastest growing state in the U.S. 33% of all jobs are held by Millennials 2nd most highly educated state
- 5. Logistics ● Questions -We’ll take them at the end. Please send questions to Paul@blogmutt.com who will share them to us at the end ● Free stuff! - Stay to the end and sign up for a mailing list for awesome fidget spinners and other good tchotchkes ● Drawing - Two $50 gift cards from Ingather and BlogMutt for the business card raffle ● Mobile phones - You know this one ● Drinks - Yes, have some ● Get the presentation - Email us if you’d like a copy
- 6. Amplifying Agency Growthin the Current Content Marketing Landscape Steve Pockross (BlogMutt) / BJ Enoch (SocialSEO) Robert Keosheyan (Denver Brandworks)
- 7. Who We Are StevePockross, CEO steve@blogmutt.com BJ Enoch, VP Enterprise Accounts bj@socialseo.com Robert Keosheyan, Founder & President rob@denverbrandworks.com
- 8. BlogMutt - QuickOrigin Story BlogMutt Background = ● Crowdsourced content creation platform ● 2x Merc100 growth winner ● 2,000+ Freelance writers ● Clients: Marketing agencies / SMBs ● Big number: 80,000 (posts written per year) ● Founders: Journalist + Engineer Our Formula = ● Tech + innovative services model = Better content creation solution
- 9. A circuitous pathto Content Marketing US Tour Guide History Major Chilean Journalist Microlending in Brazil Nonprofits Global Payments Crowdsourcing & SaaS Platforms Solar Digital Marketing MBA
- 10. Themes and Goal Themes ●Strategic framework for growing in competitive, mature market ● Share perspective from industries outside of digital marketing Goal ● Spark some ideas for how to amplify your agency’s growth
- 11. Disruptive new product + Amazingteam + Beaucoup financing + ABSOLUTELY NO CLIENTS = What industry would you take on first? It’s 2003. You’ve launched the first company to combine a Cloud Platform with Marketplace Services
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- 14. Top 5 InfomercialTechniques for Content Marketers* ● Testimonials and case studies ○ Envision using product in story-focused way ● Agitate the problem ○ Copywriting principle of “Problem – Agitate – Solve” ● Repetition ○ Imagine our audiences aren’t glued to our every word *https://www.copyblogger.com/infomercial-techniques/ - Sonia Simone
- 15. Funny, yes, butserious business ● Multi-Billion $$$ Business ● 40 years on - Still creating new Billion $$$ companies ● Regularly launches #1 products in a new category w/in 12-18 mths
- 16. How a newmedia channel was created Early 80’s 1. Cable! - Huge need for new programming 2. Regulation - Change in ad guidelines, removes limits Huge new way to connect to consumers - and marketers have to figure it out
- 17. Why infomercial storycompelling for digital agencies ● Explosive new industry created from a brand new media channel ● Marketing agencies led the charge to Innovate new approaches ● Classic industry life cycle - roadmap to opportunities and challenges
- 19. Start Up Phase IndustryTrends ● Media costs: Minimal ● Marketing Ops: Loose ● Margins: High ● Regulation: 0 Industry Conferences ● Attendees: Execs ● Speakers: Execs ● Party: Open bar
- 20. Evidence from formerStartUp stage partying
- 21. Growth Phase Industry Trends ●Media costs: Kind of Pricey ● Mktg Ops: Partial focus ● Margins: Good, not great ● Regulation: FCC says hello Industry Conferences ● Attendees: Dept managers ● Speakers: Dept
- 22. Maturity Phase Industry Trends ●Media Costs: Expensive ● Mktg Ops: Critical to Exist ● Margins: Tight ● Regulation: Daily presence Industry Conferences ● Attendees: Vendors ● Speakers: Vendors ● Party: 10pm curfew
- 24. Revenue Opportunities Maturity IndustryCycle Where’s the next layer of growth? ● Customer Acquisition ○ Next new product lifecycle ○ New markets ○ New segments ● Monetize existing clients ○ Offer more services ■ Either internal or external 3rd Key Product 2nd Key Product
- 25. Operational Opportunities Maturity IndustryCycle ● Focus only on core competencies ● Relentless drive to quality for higher retention ● Optimize cost structure - variable and/or lower costs ○ Outsourcing skills from content creation to design to engineering
- 26. Operations Innovations duringMaturity Cycle ● Needed new ops model to capture rapidly growing space ● Answer 1,000 calls in 30 min for $50,000 media spend
- 27. BJ Enoch, VPEnterprise Accounts bj@socialseo.com
- 28. The Evolution ofContent What My Page Is About Here’s the answer to your question. Here’s some more information about your question and here’s the woman who invented it, here’s where you can buy it, and here’s directions to nearest provider. Know Go Do Buy Startup Growth Maturity
- 29. Challenges & Adaptations Myperceived competitor, the number 1 ranking person, my real competitor doesn’t have good content (or any content), why do I need it? But They Don’t Have It!
- 30. Challenges & Adaptations Mybusiness and service are highly specialized or have to follow strict regulatory guidelines. How can you possibly write something quality about this? You Don’t Know My Life!
- 31. Challenges & Adaptations Thissite cost us $40,000, you’re not wrecking the “lines” with content. We’re telling stories with images, not words. I’m Far Too Pretty For This AKA The Meat Loaf Dilemma
- 32. Challenges & Adaptations Isthere really any trackable ROI and benefit to this? Content doesn’t sound sexy enough to make us money. Is This Really Low Hanging Fruit?
- 33. Getting The ClientOn Board Content Crawl Frequency & Indexation Bounce Rate Dwell Time Keyword Support Internal Linking Quick Answers Conversion Referring Domains
- 34. Lifecyle Extension ThroughContent The Power of Content • Organic Traffic increase of 72.44% -110,556 vs 69,924 • Checkout completions up 18.22% -8,032 vs 6,794 • Organic revenue increase of 117% -$251,049 vs $115,598
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- 36. Affordably Scaling Content GrowthI Client AM Client Client Client Client Client Client Client AM AM Writer
- 37. Affordably Scaling Content GrowthII Client AM Client Client Client Client Client Client Client AM AM AM AM AM Client Client Writer Writer
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- 39. Affordably Scaling Content •Fixed Cost: Once paid for the month, it’s done • Variable Cost: Happens on every dollar What Does It Cost You To Produce 1 Page of Content? What is Your Demand for Content? What Can You Charge For It?
- 40. Critical Factors ofSuccess Understand your costs. Once you think you’ve got them, dig deeper. If you can’t/don’t want to learn the subject contract someone who can. Don’t underprice yourself. Leverage low cost resources. College/Grad students, recently graduated lawyers, etc. Define clear expectations and guidelines for content and pricing. Number of rewrites, length, research hours, etc. Take your time with hiring a full time writer. Have a system & KPI’s
- 41. Robert Keosheyan, Founder& President rob@denverbrandworks.com Content-Fueled | Digital Marketing B2B Division Focus: ● Mid-sized technology companies ● Emphasis on commercial IoT and IIoT B2C Division Focus: ● Large entertainment events ● Emphasis on Esports and Pop Culture June 15-17, 2018 October 20-23
- 42. Who is thisguy? Mac or PC? PC iOS or Android? Android First song added to my main Spotify playlist? Back in Black Last movie I saw in a movie theater? IT Game I’m playing the most now? Destiny 2 Last show I binge watched from start to finish in one sitting on Netflix? The Defenders (Yes, Rob is a Big Nerd/Geek Hybrid)
- 43. Here’s some otherstuff about me. 20+ years in high-tech marketing with Fortune 100s down to seed-funded startups Lived in Boston, Silicon Valley, Austin, Germany, Denver Metro Started my own agency (Denver Brandworks - or DBW) about two years ago Married, two kids (19 and 15) with a Great Pyrenees named Fiona
- 44. It’s-Almost-5-O’clock-On-The-Last-Day-of-DSW Drinking Game: whenyou hear me say “content,” you drink Optional (I’ve got about 11 more slides, so pace yourselves)
- 45. Content Marketing RoarsAhead Source: Content Marketing Institute
- 46. Content Marketing RoarsAhead Source: Conductor
- 47. 294 billion e-mailsare sent 2 million blog posts are written 4.7 billion minutes are spent on Facebook 864,000 hours of video is uploaded to YouTube More iPhones are sold than babies born! Every Day*... Fundamental to Business Success • Universal • Growth/Sales Driven • Data-Driven ROI • Quality defined by performance Maturity 2011 - Today Growth • Departmental • Informational • Questionable ROI Relevant to Business Success 2001 - 2011 “Content 3.0” • Personal • Fun • Sharing c. 1994 - 2001 Irrelevant to Business Success Start Up Content Marketing Grows UP Internet Growth and Proliferation *Source: DigitalBuzz Blog … can you guess the year? 2012(!)
- 48. Content 3.0: What’sGoing on with Blogging? 3.0
- 49. Content 3.0: TheEvolution of Quality Rapid evolution of how we and the market define “Content Quality”3.0 “Is it well written?” (Arbitrary editorial opinion) From: “Did it move the KPIs?” (Ugh, concrete data analytics) To:
- 50. Sources: 1 MarketingProfs;2 HubSpot; 3 WordStream; 4 SiriusDecisions Concentrating Share of CTR ● Overall engagement down 17% in 20162 Content 3.0: Finding Unicorns... is Really Hard ● 10% of content generates 60% of traffic3 ● 60-70% of B2B content goes unused4 Exploding Volume ● 2M+ blogs per day1 ● Total content increased by 34% in 20161 ● 16+ blogs/month = ~3.5x more traffic than 0-4/month2 Rise of Unicorn Theory The Unicorn Power Law: Most of your value comes from a tiny fraction of your content.3
- 51. Why High Volumeis So Important Out of 300 posts only 8 Unicorns (by one of the most accomplished people in content marketing). **Transparency: The whole Content Unicorns idea is not mine, it was created by the brilliant Larry Kim of WordStream fame.
- 52. ● A newblog post every day!? (365/yr) So, Uh, Something’s Not Right... ● Higher vol. = rising costs/lower margins ● Risk of client dissatisfaction and churn Realizing the Volume/Quality Dilemma ● Lower vol. craters KPIs (MUV, CTR, CVR, SEO, CAC) What’s the best solution for us and our clients?
- 53. What We’re Testing:Crowdsourced Content MY AWESOME AGENCY OUR OWN AWESOME CONTENT MARKETING EFFORTS MY AWESOME CLIENT #1 MY AWESOME CLIENT #2 MY AWESOME CLIENT #3 MY AWESOME CLIENT #4
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- 55. Takeaways: Some Advicefor Small Agencies (and Writers) ● At least 4 blogs/week until you start finding Unicorns ● Plagiarize yourself: Repurpose Unicorns like crazy ● Identify Donkeys and put them “out to pasture” ● Test/filter-in crowdsourced content to help you get there ● Begin judging content quality by analytics performance (this is not pleasant at first) ● Notice your clients smiling more at meetings :)
- 56. Questions Steve Pockross, CEO steve@blogmutt.com BJEnoch, VP Enterprise Accounts bj@socialseo.com Robert Keosheyan, Founder & President rob@denverbrandworks.com