Keynote presentation by Robert Rose, Lead Strategist, Content Marketing Institute to the BMA Phoenix / Arizona Technology Council 5th Annual Marketing Technology Summit August 22, 2013. Robert took the audience through a meaningful presentation about content marketing and the future of marketing in general. As the Chief Strategist at the Content Marketing Institute, Robert Rose helps marketers become better storytellers. He leads the client advisory, education and technology practices for the organization. As a recognized expert in content marketing strategy, digital media and the social Web, he has helped large companies such as AT&T, KPMG, PTC, Petco and Nissan tell their story more effectively through the Web. His book with Joe Pulizzi Managing Content Marketing is recognized as the “owner’s manual” for deploying a content marketing process. In addition to CMI, Rose is also a Senior Contributing Analyst with the Digital Clarity Group, and the Chief Troublemaker for Big Blue Moose.

2. @Robert_Rose

3. We can skip this part, right?
Growth, fragmentation, multiple channels...

6. The true challenge is the pressure of executing fast and
chaotic change while simultaneously delivering
differentiated and increasingly profitable results.

7. CMO’s feel
the pressure
“on the clock”

8. CMO’s feel
they don’t
have the right
people

9. CMO’s feel
unready for
technology
... and yet...

10. “Creating content
driven experiences
will have huge
effect. We have to
figure out how to
stay relevant and
engaging.”
CMO
B2B Tech/Services Company

11. They’re not
unaware.
They’re just
wrong.

12. Be not afraid of the marketing hipster

14. A centralizing, grounding force.

15. Most organizations are siloed
Now even within marketing

16. Most organizations realize
these silos are inefficient, at
best, and want to transform

17. B2C & B2B processes for content
marketing share a vision, but are
more different than alike

18. Marketing doesn’t really need or
want any more technology

19. WEB SOCIAL CRM BRAND EMKTG PR
Website
Content
SEO
Traffic
SEO
Leads
Facebook
Twitter
LI
Likes
Followers
Twitter
CRM
Community
TV
RADIO
Strategy
????
Blog
Email
Content
Working
on it
Press
Newsroom
Earned
MediaNot
Fortune 500 B2B/B2C Company

20. Can you re-align content engagement as centralizing force
Find new, cross-functional roles within each team
Centralize content/experience strategy
Measurement aligned for content, not teams.

21. “A fragmented approach to
content leads to inconsistent
messaging; huge variations in
voice, tone, brand, and
messaging; and an inconsistent
customer experience.”
Rebecca Lieb

22. We Forgot Marketing.....

23. Build your content and experience power
grid, one house, one street at a time.

24. An experience, and content imperative

25. Everything
our CMS
doesn’t
do
What we
wish a CMS
would
do
The
sexy, cool
vendor
new features
How marketers purchase content technology
THE
SPREADSHEET

26. CMS
Doesn’t
Do
Wish
List
Sexy, Cool
New Features
We’ll wait
for Phase 2
on this.
Our rationalization
for purchase
We don’t
understand
this stuff
How marketers purchase content technology

27. All WCMS Fail
All SOE’s will FAIL
Implementation
focused on change is critical
CREATE: CONTEXTUAL CONTENT
DELIVER: CONTEXTUAL EXPERIENCES

28. Technology optimizes experience. Understanding the
audiences enables optimization of content.

29. Reviewing content and contextual experiences

30. CMO’s depend solely on marketing
research and competitive
benchmarketing.

31. Solely using data in aggregate to optimize
experiences, only perpetuates biases
you may already have built in.

32. AMBIENT CONTEXT: Just be observant...
CONTENT NEEDS: Insight

34. IMPLICIT CONTEXT: Infer from behavior
CONTENT NEEDS: Empathy

35. Financial Services Consultancy
Engagement or frustration?
Long form or short form content?
SOLUTION: Understand audience needs and
deliver appropriate content to appropriate channel

36. EXPLICIT CONTEXT: Noting/Listening To Preferences
CONTENT NEEDS: Intimacy

38. Investing in creative uncertainty

39. data in hand is used to optimize
transactions - not create relationships
It’s the engagement that’s important,
systems can come with time.

40. “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, GE

41. I was either going to
have to spend 2 Years
teaching our agencies
and structuring the
process to do this.
Or, I could give it away
and get straight to
work.”
- J. Mildenhall

42. Jonathan Mildenhall
VP, Worldwide Creative
Coca Cola

43. What Is Your 10%

44. Thanks....