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Publishers	
  as	
  Agencies
 The	
  Content	
  Marke-ng	
  Effect
                   Jan.	
  26,	
  2013




   Paul
   Roetzer
   @paulroetzer
   Founder	
  &	
  CEO,	
  PR	
  20/20	
  
   Author	
  of	
  The	
  Marke)ng	
  Agency	
  Blueprint
Agenda



• An	
  Evolving	
  Industry	
  and	
  Ecosystem
• Rise	
  of	
  Hybrid	
  Professionals
• Publishers	
  as	
  Agencies
• Q	
  &	
  A




                                                   @PaulRoetzer
“It’s	
  not	
  about	
  who	
  we	
  
  are,	
  but	
  what	
  we,	
  as	
  
markePngs	
  agencies,	
  have	
  
  the	
  poten4al	
  to	
  be.”




                                          @PaulRoetzer
An	
  Evolving	
  Industry
8	
  million	
  viewers	
  live	
  on	
  YouTube
              50	
  million	
  views	
  in	
  four	
  days




photo credit: cattias.photos
1	
  million+	
  visitors	
  per	
  month


     449,000+	
  Facebook	
  likes


      266,000+	
  TwiTer	
  followers

   60,000+	
  leads	
  per	
  month
120,000+	
  views	
  (published	
  1/10/13)
Brands	
  are	
  publishers,	
  but	
  .	
  .	
  .
There	
  is	
  a	
  talent	
  gap.

Many	
  lack	
  the	
  ability	
  to	
  tell	
  engaging	
  stories.

      They	
  are	
  not	
  structured	
  to	
  scale	
  content.

 It’s	
  difficult	
  to	
  break	
  through	
  the	
  noise.

           Building	
  reach	
  (and	
  influence)	
  is	
  hard.
“Agencies	
  that	
  provide	
  strong,	
  mul4-­‐media	
  
content	
  services	
  are	
  a	
  rare	
  and	
  valuable	
  asset	
  
              in	
  the	
  new	
  ecosystem.”	
  

        —	
  The	
  Marke)ng	
  Agency	
  Blueprint
Publishers?




              @PaulRoetzer
1)	
  Change	
  Velocity


• Technology	
  innovaPon
• Consumer	
  behavior
• Business	
  soware
• Online	
  applicaPons
• CommunicaPon	
  paTerns
• MarkePng	
  philosophies
• Management	
  systems




                                             @PaulRoetzer
Forrester	
  forecasts	
  interac4ve	
  marke4ng	
  	
  
 spending	
  will	
  reach	
  $77	
  billion	
  by	
  2016.




                                                          @PaulRoetzer
2)	
  SelecPve	
  ConsumpPon



• Basic	
  principle	
  behind	
  inbound	
  marke4ng
• Consumers	
  tuning	
  out	
  tradiPonal	
  markePng
• Brands	
  lose	
  control,	
  but	
  gain	
  loyalty
• Shiing	
  budgets	
  to	
  digital
• Brands	
  become	
  storytellers
• The	
  era	
  of	
  integrated	
  services




                                                         @PaulRoetzer
@PaulRoetzer
@PaulRoetzer
33%	
  of	
  budget	
  spent	
  on	
  content	
  marke4ng
45%	
  plan	
  to	
  increase	
  spending	
  in	
  2013




                                                          @PaulRoetzer
@PaulRoetzer
3)	
  Success	
  Factors
“CMOs	
  today	
  are	
  under	
  increasing	
  pressure	
  to	
  provide	
  
 quan4fiable	
  evidence	
  of	
  how	
  their	
  markePng	
  expenditure	
  
is	
  helping	
  the	
  organizaPon	
  achieve	
  its	
  goals.	
  They	
  also	
  have	
  
to	
  hire	
  people	
  with	
  the	
  right	
  mix	
  of	
  financial,	
  technical	
  and	
  
digital	
  skills	
  and	
  become	
  savvier	
  in	
  such	
  areas	
  themselves.”

      	
  —	
  IBM	
  Global	
  Chief	
  MarkePng	
  Officer	
  Study,	
  2011
Marke4ng	
  ROI	
  tops	
  the	
  measurement	
  list.




      Source:	
  IBM	
  Global	
  Chief	
  Marke)ng	
  Officer	
  Study,	
  2011   @PaulRoetzer
@PaulRoetzer
71%	
  of	
  clients	
  cited	
  accountability	
  as	
  the	
  main	
  area	
  of	
  frustraPon	
  
     with	
  agencies,	
  as	
  CEOs	
  and	
  board	
  levels	
  demand	
  greater	
  
                            markePng	
  ROI	
  effecPveness.	
  
           —	
  Source:	
  Avidan	
  Strategies	
  Report,	
  via	
  MediaPost
Rise	
  of	
  Hybrid	
  Professionals
“The	
  marketers,	
  the	
  publishers,	
  the	
  ad	
  tech	
  companies,	
  
the	
  agencies,	
  data	
  management	
  companies	
  —	
  they’re	
  all	
  
           going	
  for	
  the	
  same	
  type	
  of	
  employee.”

	
  —	
  John	
  Ebbert,	
  managing	
  editor	
  of	
  AdExchanger.com,	
  as	
  
                     quoted	
  in	
  the	
  New	
  York	
  Times
The	
  CMO’s	
  Expanding	
  Role
“Most	
  CMOs	
  are	
  underprepared	
  to	
  manage	
  the	
  impact	
  of	
  
           key	
  changes	
  in	
  the	
  markePng	
  arena.”




                  Source:	
  IBM	
  Global	
  Chief	
  Marke)ng	
  Officer	
  Study,	
  2011   @PaulRoetzer
The	
  future	
  of	
  markePng	
  
belongs	
  to	
  the	
  generalists,	
  
          the	
  hybrids.




                                           @PaulRoetzer
Hybrid	
  Professional	
  Traits


• Analyst
• CreaPve
• Intrinsically	
  moPvated
• Listener
• Social	
  web	
  savvy
• Strategic
• Tech	
  savvy
• Team	
  player
• Writer


                                            @PaulRoetzer
Content	
  Marke4ng


• Build	
  editorial	
  strategies.	
  
• Develop	
  and	
  acPvate	
  
    distribu4on	
  plans.
•   Create	
  effecPve	
  copywri4ng	
  that	
  
    is	
  buyer-­‐persona	
  focused,	
  
    opPmized,	
  technically	
  sound	
  and	
  
    results	
  driven.
•   Tell	
  your	
  brand	
  story.
•   Integrate	
  content	
  into	
  social,	
  
    search,	
  PR,	
  lead	
  nurturing	
  and	
  
    customer	
  loyalty	
  strategies.



                                                     @PaulRoetzer
 80%	
  of	
  chief	
  markePng	
  officers	
  think	
  integrated	
  services	
  will	
  
  increase	
  in	
  importance	
  over	
  the	
  next	
  five	
  years,	
  according	
  to	
  
            a	
  study	
  by	
  The	
  Horn	
  Group	
  and	
  Kelton	
  Research.	
  
However,	
  in	
  the	
  same	
  study,	
  60%	
  of	
  CMOs	
  indicated	
  that	
  they	
  
 are	
  unable	
  to	
  find	
  an	
  integrated	
  firm	
  to	
  meet	
  those	
  needs.
Publishers	
  as	
  Agencies
Opportunities
Create	
  and	
  distribute	
  content,	
  in	
  and	
  out	
  of	
  network.


           Produce	
  sponsored	
  content	
  (aka	
  naPve	
  adverPsing).


    Tap	
  exisPng	
  adver4sing	
  partnerships.


                 Offer	
  integrated	
  services.	
  Content	
  isn’t	
  enough.


          Grow	
  your	
  own	
  reach	
  and	
  influence.
“Publishers	
  are	
  masterful	
  content	
  creators,	
  and	
  
   they	
  are	
  able	
  to	
  charge	
  a	
  premium	
  for	
  the	
  
 services	
  they	
  offer	
  by	
  leveraging	
  their	
  market	
  
 research,	
  exisPng	
  distribu4on	
  pla[orms,	
  and	
  
  even	
  the	
  talent	
  from	
  their	
  editorial	
  teams.”

      —	
  Andrew	
  Davis,	
  author,	
  Brandscaping




                                                                           @PaulRoetzer
The	
  opportunity	
  for	
  media	
  companies	
  is	
  to	
  create	
  content	
  that’s	
  
compelling	
  for	
  users	
  on	
  behalf	
  of	
  adver4sers.	
  That	
  doesn’t	
  mean	
  it	
  
has	
  to	
  be	
  naPve,	
  but	
  the	
  skills	
  in	
  telling	
  stories	
  are	
  quite	
  valuable	
  to	
  
                    marketers	
  as	
  they	
  build	
  audience	
  themselves.

                —	
  Paul	
  Rossi,	
  managing	
  director,	
  The	
  Economist
“The	
  agency	
  model	
  is	
  absolutely	
  under	
  fire	
  from	
  every	
  direcPon,	
  
  and	
  if	
  you	
  look	
  at	
  most	
  great	
  publishers	
  out	
  there,	
  including	
  
  BuzzFeed,	
  they’re	
  very	
  much	
  an	
  agency-­‐solu4ons	
  company	
  
cloaked	
  in	
  a	
  media	
  model.	
  If	
  I	
  were	
  a	
  publisher	
  right	
  now,	
  I’d	
  be	
  
                                    doing	
  the	
  same	
  thing."

—	
  John	
  McCarus,	
  SVP	
  and	
  pracPce	
  lead	
  of	
  brand	
  content,	
  Digitas	
  
Na4ve	
  Adver4sing




               @PaulRoetzer
@PaulRoetzer
Obstacles
CompePPon	
  for	
  talent	
  will	
  be	
  intense.


           IntegraPon	
  of	
  services	
  isn’t	
  easy.


    Change	
  velocity	
  requires	
  nimble	
  business	
  models.


             Maintaining	
  editorial	
  integrity	
  and	
  content	
  quality.


       Brands	
  are	
  building	
  their	
  own	
  reach.
@PaulRoetzer
“The	
  insight	
  I	
  had	
  seven	
  years	
  ago	
  is	
  that	
  inside	
  
every	
  great	
  brand	
  is	
  an	
  idea	
  and	
  that	
  idea	
  used	
  to	
  
 be	
  solely	
  translated	
  to	
  commercials	
  or	
  print	
  ads.	
  
  We	
  take	
  that	
  idea	
  and	
  turn	
  that	
  into	
  content.”

                     —	
  Spencer	
  Baim,	
  Virtue	
  
Publishers?




              @PaulRoetzer
Thank	
  You
        Paul	
  Roetzer
     paul@pr2020.com
     www.PR2020.com	
  
www.MarkePngAgencyInsider.com




            @PaulRoetzer

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Publishers as Marketing Agencies: The Content Marketing Effect

  • 1. Publishers  as  Agencies The  Content  Marke-ng  Effect Jan.  26,  2013 Paul Roetzer @paulroetzer Founder  &  CEO,  PR  20/20   Author  of  The  Marke)ng  Agency  Blueprint
  • 2. Agenda • An  Evolving  Industry  and  Ecosystem • Rise  of  Hybrid  Professionals • Publishers  as  Agencies • Q  &  A @PaulRoetzer
  • 3. “It’s  not  about  who  we   are,  but  what  we,  as   markePngs  agencies,  have   the  poten4al  to  be.” @PaulRoetzer
  • 5. 8  million  viewers  live  on  YouTube 50  million  views  in  four  days photo credit: cattias.photos
  • 6. 1  million+  visitors  per  month 449,000+  Facebook  likes 266,000+  TwiTer  followers 60,000+  leads  per  month
  • 7.
  • 9. Brands  are  publishers,  but  .  .  .
  • 10. There  is  a  talent  gap. Many  lack  the  ability  to  tell  engaging  stories. They  are  not  structured  to  scale  content. It’s  difficult  to  break  through  the  noise. Building  reach  (and  influence)  is  hard.
  • 11. “Agencies  that  provide  strong,  mul4-­‐media   content  services  are  a  rare  and  valuable  asset   in  the  new  ecosystem.”   —  The  Marke)ng  Agency  Blueprint
  • 12. Publishers? @PaulRoetzer
  • 13. 1)  Change  Velocity • Technology  innovaPon • Consumer  behavior • Business  soware • Online  applicaPons • CommunicaPon  paTerns • MarkePng  philosophies • Management  systems @PaulRoetzer
  • 14. Forrester  forecasts  interac4ve  marke4ng     spending  will  reach  $77  billion  by  2016. @PaulRoetzer
  • 15. 2)  SelecPve  ConsumpPon • Basic  principle  behind  inbound  marke4ng • Consumers  tuning  out  tradiPonal  markePng • Brands  lose  control,  but  gain  loyalty • Shiing  budgets  to  digital • Brands  become  storytellers • The  era  of  integrated  services @PaulRoetzer
  • 18.
  • 19. 33%  of  budget  spent  on  content  marke4ng
  • 20. 45%  plan  to  increase  spending  in  2013 @PaulRoetzer
  • 23. “CMOs  today  are  under  increasing  pressure  to  provide   quan4fiable  evidence  of  how  their  markePng  expenditure   is  helping  the  organizaPon  achieve  its  goals.  They  also  have   to  hire  people  with  the  right  mix  of  financial,  technical  and   digital  skills  and  become  savvier  in  such  areas  themselves.”  —  IBM  Global  Chief  MarkePng  Officer  Study,  2011
  • 24. Marke4ng  ROI  tops  the  measurement  list. Source:  IBM  Global  Chief  Marke)ng  Officer  Study,  2011 @PaulRoetzer
  • 26.
  • 27. 71%  of  clients  cited  accountability  as  the  main  area  of  frustraPon   with  agencies,  as  CEOs  and  board  levels  demand  greater   markePng  ROI  effecPveness.   —  Source:  Avidan  Strategies  Report,  via  MediaPost
  • 28. Rise  of  Hybrid  Professionals
  • 29. “The  marketers,  the  publishers,  the  ad  tech  companies,   the  agencies,  data  management  companies  —  they’re  all   going  for  the  same  type  of  employee.”  —  John  Ebbert,  managing  editor  of  AdExchanger.com,  as   quoted  in  the  New  York  Times
  • 31. “Most  CMOs  are  underprepared  to  manage  the  impact  of   key  changes  in  the  markePng  arena.” Source:  IBM  Global  Chief  Marke)ng  Officer  Study,  2011 @PaulRoetzer
  • 32. The  future  of  markePng   belongs  to  the  generalists,   the  hybrids. @PaulRoetzer
  • 33. Hybrid  Professional  Traits • Analyst • CreaPve • Intrinsically  moPvated • Listener • Social  web  savvy • Strategic • Tech  savvy • Team  player • Writer @PaulRoetzer
  • 34. Content  Marke4ng • Build  editorial  strategies.   • Develop  and  acPvate   distribu4on  plans. • Create  effecPve  copywri4ng  that   is  buyer-­‐persona  focused,   opPmized,  technically  sound  and   results  driven. • Tell  your  brand  story. • Integrate  content  into  social,   search,  PR,  lead  nurturing  and   customer  loyalty  strategies. @PaulRoetzer
  • 35.  80%  of  chief  markePng  officers  think  integrated  services  will   increase  in  importance  over  the  next  five  years,  according  to   a  study  by  The  Horn  Group  and  Kelton  Research.  
  • 36. However,  in  the  same  study,  60%  of  CMOs  indicated  that  they   are  unable  to  find  an  integrated  firm  to  meet  those  needs.
  • 39. Create  and  distribute  content,  in  and  out  of  network. Produce  sponsored  content  (aka  naPve  adverPsing). Tap  exisPng  adver4sing  partnerships. Offer  integrated  services.  Content  isn’t  enough. Grow  your  own  reach  and  influence.
  • 40. “Publishers  are  masterful  content  creators,  and   they  are  able  to  charge  a  premium  for  the   services  they  offer  by  leveraging  their  market   research,  exisPng  distribu4on  pla[orms,  and   even  the  talent  from  their  editorial  teams.” —  Andrew  Davis,  author,  Brandscaping @PaulRoetzer
  • 41. The  opportunity  for  media  companies  is  to  create  content  that’s   compelling  for  users  on  behalf  of  adver4sers.  That  doesn’t  mean  it   has  to  be  naPve,  but  the  skills  in  telling  stories  are  quite  valuable  to   marketers  as  they  build  audience  themselves. —  Paul  Rossi,  managing  director,  The  Economist
  • 42.
  • 43. “The  agency  model  is  absolutely  under  fire  from  every  direcPon,   and  if  you  look  at  most  great  publishers  out  there,  including   BuzzFeed,  they’re  very  much  an  agency-­‐solu4ons  company   cloaked  in  a  media  model.  If  I  were  a  publisher  right  now,  I’d  be   doing  the  same  thing." —  John  McCarus,  SVP  and  pracPce  lead  of  brand  content,  Digitas  
  • 44. Na4ve  Adver4sing @PaulRoetzer
  • 47. CompePPon  for  talent  will  be  intense. IntegraPon  of  services  isn’t  easy. Change  velocity  requires  nimble  business  models. Maintaining  editorial  integrity  and  content  quality. Brands  are  building  their  own  reach.
  • 49. “The  insight  I  had  seven  years  ago  is  that  inside   every  great  brand  is  an  idea  and  that  idea  used  to   be  solely  translated  to  commercials  or  print  ads.   We  take  that  idea  and  turn  that  into  content.” —  Spencer  Baim,  Virtue  
  • 50. Publishers? @PaulRoetzer
  • 51. Thank  You Paul  Roetzer paul@pr2020.com www.PR2020.com   www.MarkePngAgencyInsider.com @PaulRoetzer