The Great Content Marketing Reboot

•

0 likes•892 views

Rebooting the whole idea of content marketing as a different kind of business activity, rather than as an alternative form of advertising and marketing. This was my keynote at #ContentJam16

The Great
CONTENT MARKETING
REBOOTNew Roles & New Goals

@Robert_Rose
Chief Strategy Advisor
Content Marketing Institute
ROBERT ROSE
@Robert_Rose

CONTENT
MARKETING
is dead
as it turns out…
@Robert_Rose

is it
dead?
am i
wrong?
does it
exist?
@Robert_Rose

YOU SUCK AT IT!
@Robert_Rose
great content
just create
1.
is content marketing
all marketing
2.

@Robert_Rose
Content Marketing Is Not Batman…

@Robert_Rose
less
efﬁcient
1.
than advertising
slower
2.
than a cold call
more 
expensive
3.
than a print ad
Content Marketing
is often…

@Robert_Rose
IN THE LONG RUN:
It is easier
to maintain an
existing audience, than
it is to reach a new one.

MEDIUM FRICTION
LOW FRICTION
HIGH FRICTION
@Robert_Rose
TIME
EASEOFREACH

LOW FRICTION
@Robert_Rose
TIME
ENGAGEMENTLEVEL
MEDIUM FRICTION
HIGH FRICTION

@Robert_Rose
ENGAGEMENTLEVEL
LOW FRICTION
MEDIUM FRICTION
HIGH FRICTION

Magnet Marketing?
Do you remember
@Robert_Rose

@Robert_Rose
Inbound
Marketing
Book
PublishedHubspot
Founded
Official
Launch
Website
Grader
Launched

@Robert_Rose
First Content Marketing World

@Robert_Rose
subscribe
an audience
win
a customer
grow
an evangelist

Successful Content Marketing
Is Not Supercharged
Campaign Marketing
Content Marketing
Is Not Campaign Marketing
@Robert_Rose

“When any new form comes into the
foreground of things, we naturally look
at it through the old stereos. . . . We’re
just trying to fit the old things into the
new form, instead of asking what is the
new form going to do to all the
assumptions we had before.”
- Marshall Mcluhan
@Robert_Rose

What if…
we approach content marketing
as a different kind of business
activity, rather than an alternative
form of marketing?
@Robert_Rose

Marketing
doesn’t change
content’s
purpose.
Content changes marketing’s purpose.
@Robert_Rose

@Robert_Rose
“I know half my
advertising is wasted.
The trouble is, I don’t
know which half.”
- John Wanamaker, 1916

70% ad viewability is all that
can be expected.
- IAB, 2015
56% of display ads served on
our platform are not viewable.
- Google
@Robert_Rose

@Robert_Rose
“I know half my
digital ads are
blocked. The trouble
is, I don’t know which
half.”
- Justin Timberlake, 2016

@Robert_Rose
What if we not only
provide value IN time,
but also create things
that increase in value
OVER Time?

@Robert_Rose
United Technical Publishing
16 Magazines, Newsletters, 1,000,000 Subscribers
Electronics Media Division
7 Magazines, Newsletters, $23 million

in every
successful
content-driven
strategy
it is the collection of
assets that provides
strategic value
@Robert_Rose

unable to measure strategic efficacy of the 
program, because it’s not a program. 
it’s only tactical support of collateral-based 
marketing.
one year later, here’s what we have…
a disconnected pile of assets
@Robert_Rose

gated or ungated?
what’s the blog for?
why does social matter?
anything working?
what’s the ROI?
@Robert_Rose

@Robert_Rose
Here’s what has to change….

10%Strategic  
Experience
30%
Campaign
Support
60%
Ad
Hoc
@Robert_Rose
How  
we  
spend  
our time…

60%
30%
10%
Strategic Experience
Campaign
Support
Ad
Hoc
@Robert_Rose
Flip It!

@Robert_Rose
The business case
is not what to start
doing.
It’s what we should
stop doing.

Campaign ROI
Marketing database (2X faster pipeline)
Customer ROI
Increased loyalty - (5x subscription time)
Increased LTV - (+10% increase in ASP)
Data ROI
Paid media (25% effectiveness in ad buys) 
Data append - optimize site for experience
Business ROI
Attendance at regional events +20%
@Robert_Rose

@Robert_Rose
CCDVTP
create
communicate
deliver
value
target
profit

@Robert_Rose
Go do it.
www.contentadvisory.net
www.robertrose.net
www.7theraofMarketing.com

Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.

Under the Hood: Advanced Semantic Markup for SEO

Will Hattman

Inbound Sales

HubSpot

SearchLove San Diego 2017 | Travis Wright | Social Business, Content Advertis...

Distilled

How much time and money do we collectively burn by fixing the same kinds of basic, "binary," well-defined things over and over again (e.g., meta tags, 404s, URLs, etc), when we could be teaching others throughout our organizations not to break them in the first place? As long as we "own" technical SEO, there's no reason (for example) for the average developer to learn it or care — so they keep making the same mistakes. We proclaim that others are doing things wrong, but by doing so we only reinforce the line between our skills and theirs. We need to start giving away bits of the SEO discipline, and technical SEO is the easiest piece for us to stop owning. It's time for more democratization, education, collaboration, and investment in open-source projects so we can fix things once, rather than a million times.

Customers, Content & Experiences - Beyond Random Acts Of Technology

The Content Advisory

SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...

Distilled

We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.

How to Find the Big Growth Opportunities Hiding in Your Data

Kissmetrics on SlideShare

Ask any CEO what they want from their marketing team and they'll all say the same thing: growth. But with so many different things you could do, how do you know what you should do to unlock new growth? The answers you're looking for are hiding in your data. In this presentation we'll cover exactly how you can analyze your data to uncover new growth opportunities and achieve your goals. You'll learn how to: Slice your data to find new growth opportunities Validate ideas with simple tests before committing to expensive initiatives Use data to drive product changes that maximize growth You'll see real-world examples of how the growth teams at Airbnb, GrowthHackers and Facebook use this same process to unlock new growth from smart data insights.

SearchLove San Diego 2017 | Larry Kim | Content Marketing Moneyball

Distilled

The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.

What the F@*% is Context Marketing? #INBOUND2013

HubSpot

Content Marketing ROI - Brenner 2019

Michael Brenner

Inbound Marketers Depend on their Wits not Wallets

Kieran Flanagan

Larry Kim's Top 10 Facebook Hacks of all time!

GrowthHackers

"These days content marketing feels like a suicide mission,” Says Larry Kim. That’s in part because marketing demand generation has changed and has become so incredibly competitive. So how can brands and marketers get more leads and sales without spending an arm and a leg? Two words: Social ads. Facebook and Twitter Ads are governed by complex ad algorithms which govern how often your ads are shown and how much you pay per click. The good news is: any algorithm has loopholes and can be cracked. Join Larry for a presentation of unusual-yet-proven social media advertising strategies designed to generate millions of page views at a tiny fraction of a penny per click, then how to convert those visitors into valuable leads and sales for your business. In this webinar, Larry Kim will cover: The algorithms of social ads: Relevancy Score and Quality Adjusted Bid - How much you should bid, which ads you should run, which ad objectives you should choose Advanced ad targeting strategies, including how to use social ads to make content go 'viral' on social media outlets like Reddit, LinkedIn Pulse, Medium, Hacket News and more Social re-marketing: strategies for turning clicks into leads and sales on the cheap

Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines

Lattice Engines

Tips, Tools and Templates To Build Your Content Marketing Strategy

Michael Brenner

Tactics and Strategies for Successful Online Influence - 2016 MnSearch Summit

MnSearch, The Minnesota Search Engine Marketing Association

Title Tag: Simple Instructions to Find the Best one

Ann Smarty

Measuring Your Content Marketing Box Office Success

TopRank Marketing Agency

John Thies -5 Ways to Improve your Email Campaigns (and get Better Results)

Brooke Boyle

It Shouldn't Be Scary to Go Digital

Kyle Lacy

Content Marketing World 2016 Overview

Content Marketing Institute

Go Long: How to write uncomfortably long and stunningly high-converting copy

Joanna Wiebe

SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...

Distilled

With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.

Experiences: The 7th Era Of Marketing

The Content Advisory

Content Strategy Inspiration From Robert Rose

Content Marketing Institute

How can you create remarkable content experiences and more scalable content processes? Over the last year, Robert Rose has been sharing exclusive insights in a weekly CMI newsletter, Content Strategy for Marketers. These conversations include current concepts that struck him as interesting; new ideas, big and small; near-term and long-range views of our industry; and more. Following are some of the discussion points you might find to be particularly helpful as you navigate the ins and outs of developing, implementing, and executing a successful content strategy. Use them as signposts to keep your efforts on track, or simply to inspire conversations on the role that content strategy should be playing in your own organization.

What's hot

Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...

Turing Fest

The Democratization of SEO

Jono Alderson

Customers, Content & Experiences - Beyond Random Acts Of Technology

The Content Advisory

SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...

Distilled

How to Find the Big Growth Opportunities Hiding in Your Data

Kissmetrics on SlideShare

SearchLove San Diego 2017 | Larry Kim | Content Marketing Moneyball

Distilled

What the F@*% is Context Marketing? #INBOUND2013

HubSpot

Content Marketing ROI - Brenner 2019

Michael Brenner

Inbound Marketers Depend on their Wits not Wallets

Kieran Flanagan

Larry Kim's Top 10 Facebook Hacks of all time!

GrowthHackers

Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines

Lattice Engines

Tips, Tools and Templates To Build Your Content Marketing Strategy

Michael Brenner

Tactics and Strategies for Successful Online Influence - 2016 MnSearch Summit

MnSearch, The Minnesota Search Engine Marketing Association

Title Tag: Simple Instructions to Find the Best one

Ann Smarty

Measuring Your Content Marketing Box Office Success

TopRank Marketing Agency

John Thies -5 Ways to Improve your Email Campaigns (and get Better Results)

Brooke Boyle

It Shouldn't Be Scary to Go Digital

Kyle Lacy

Content Marketing World 2016 Overview

Content Marketing Institute

Go Long: How to write uncomfortably long and stunningly high-converting copy

Joanna Wiebe

SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...

Distilled

What's hot (20)

Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...

The Democratization of SEO

Customers, Content & Experiences - Beyond Random Acts Of Technology

SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...

How to Find the Big Growth Opportunities Hiding in Your Data

SearchLove San Diego 2017 | Larry Kim | Content Marketing Moneyball

What the F@*% is Context Marketing? #INBOUND2013

Content Marketing ROI - Brenner 2019

Inbound Marketers Depend on their Wits not Wallets

Larry Kim's Top 10 Facebook Hacks of all time!

Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines

Tips, Tools and Templates To Build Your Content Marketing Strategy

Tactics and Strategies for Successful Online Influence - 2016 MnSearch Summit

Title Tag: Simple Instructions to Find the Best one

Measuring Your Content Marketing Box Office Success

John Thies -5 Ways to Improve your Email Campaigns (and get Better Results)

It Shouldn't Be Scary to Go Digital

Content Marketing World 2016 Overview

Go Long: How to write uncomfortably long and stunningly high-converting copy

SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...

Viewers also liked

Experiences: The 7th Era Of Marketing

The Content Advisory

Content Strategy Inspiration From Robert Rose

Content Marketing Institute

The 2017 Content Marketing Framework

Content Marketing Institute

In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.

Content Marketing - Why do we have it? Why now?

The Digital Conversationalist

20 Quotes to Help You Rock Your Digital Marketing Strategy at Work

Live And Social

Content Marketing and Social Business Overview

ComBlu, Inc.

Einfinal

Perry Belcher

AMP FY18 Overview

Salesforce Partners

16 Killer Marketing Tactics for 2017 - Predictions of the Social Media Rockst...

Redwood Valley Technical Solutions

Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...

Tara Dee West

Storytelling Techniques: The Art of Storytelling in a Digital Age

Perry Belcher

What is Content Marketing?

Perry Belcher

2017 Interactive Content Marketing Trends

ion interactive

Anna Talerico shares the strategies and tactics driving results in 2017. Research shows a clear path to success. And, as usual, that’s the topic of our biggest webinar of the year! ion co-founder Anna Talerico gives us her 2017 Interactive Content Marketing Trends presentation. Get the strategies and tactics proven to be… - 94% more effective at conversion - 60% more effective at differentiation - 33% more effective at educating buyers - 120% more effective at getting shared The future of content marketing is interactive digital experience. And in 2017, the future is now. 75% of content marketers are doing more interactive content going forward. Find out why. And find out how.

8 Big Mistakes digital marketers should avoid in 2017

Smart Insights

TCS: Copy Tools From Traffic & Conversion Summit 2017

Roland Frasier

TCS: Conversion Optimization Tools + Social, Augmented Reality + Virtual Real...

Roland Frasier

TCS: Funnel Tools, Cart Tools + CRM Tools

Roland Frasier

TCS: Video Marketing Tools + Image Tools

Roland Frasier

2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders

Bryan Kramer

We’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing. They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen. So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year. Let me know if you agree, disagree or have a different take on what’s in store for marketers and brands by tweeting me @bryankramer. Now dive in, enjoy, and brace yourself for 2017! Cheers ~ Bryan Kramer #70Predictions 2016 Predictions: http://bit.ly/2016ContentSocialPredictions

Top 22 Trends in Digital Marketing for 2017

KEO Marketing Inc

Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin. Review this presentation to learn what works today and what you should be thinking about as we head into 2017. Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.

Viewers also liked (20)

Experiences: The 7th Era Of Marketing

Content Strategy Inspiration From Robert Rose

The 2017 Content Marketing Framework

Content Marketing - Why do we have it? Why now?

20 Quotes to Help You Rock Your Digital Marketing Strategy at Work

Content Marketing and Social Business Overview

Einfinal

AMP FY18 Overview

16 Killer Marketing Tactics for 2017 - Predictions of the Social Media Rockst...

Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...

Storytelling Techniques: The Art of Storytelling in a Digital Age

What is Content Marketing?

2017 Interactive Content Marketing Trends

8 Big Mistakes digital marketers should avoid in 2017

TCS: Copy Tools From Traffic & Conversion Summit 2017

TCS: Conversion Optimization Tools + Social, Augmented Reality + Virtual Real...

TCS: Funnel Tools, Cart Tools + CRM Tools

TCS: Video Marketing Tools + Image Tools

2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders

Top 22 Trends in Digital Marketing for 2017

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Exploring the Top Digital Marketing Company in Canada

Solomo Media

Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.

Etsy Marketing Guide - Tips For Selling Digital Products

kcblog21

Phil Pallen PPT Biography and Interviews

travisomalana

Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...

Martal Group

The What, Why & How of 3D and AR in Digital Commerce

PushON Ltd

Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail. Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems. In this webinar, Vladimir will be covering the following topics: Applications of 3D and AR in Digital Commerce, Benefits of 3D and AR, Tools to create, manage and publish 3D and AR in Digital Commerce.

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

BalmerLawrie

Recently uploaded (20)

Mastering Email Campaign Automation Strategies and Best Practices - Michelle...

Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...

My Personal Brand Exploration by Mariano

DMF Portfolio Piece Smart Goals - Artist Management.docx

SEO as the Backbone of Digital Marketing

Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

[Google March 2024 Update] How To Thrive: Content, Link Building & SEO

Monthly Social Media News Update May 2024

Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...

Mastering Dynamic Web Designing A Comprehensive Guide.pdf

Top digital marketing institutein noida

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

Exploring the Top Digital Marketing Company in Canada

Etsy Marketing Guide - Tips For Selling Digital Products

Phil Pallen PPT Biography and Interviews

Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...

The What, Why & How of 3D and AR in Digital Commerce

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

The Great Content Marketing Reboot

1. The Great CONTENT MARKETING REBOOTNew Roles & New Goals

2. @Robert_Rose Chief Strategy Advisor Content Marketing Institute ROBERT ROSE @Robert_Rose

3. @Robert_Rose

4. CONTENT MARKETING is dead as it turns out… @Robert_Rose

10. @Robert_Rose

11. @Robert_Rose

12. is it dead? am i wrong? does it exist? @Robert_Rose

13. YOU SUCK AT IT! @Robert_Rose great content just create 1. is content marketing all marketing 2.

14. ALTERNATIVE? What is the @Robert_Rose

15.

16. @Robert_Rose Content Marketing Is Not Batman…

17. @Robert_Rose less efﬁcient 1. than advertising slower 2. than a cold call more  expensive 3. than a print ad Content Marketing is often…

18. @Robert_Rose IN THE LONG RUN: It is easier to maintain an existing audience, than it is to reach a new one.

19. MEDIUM FRICTION LOW FRICTION HIGH FRICTION @Robert_Rose TIME EASEOFREACH

20. LOW FRICTION @Robert_Rose TIME ENGAGEMENTLEVEL MEDIUM FRICTION HIGH FRICTION

21. @Robert_Rose ENGAGEMENTLEVEL LOW FRICTION MEDIUM FRICTION HIGH FRICTION

22. @Robert_Rose ENGAGEMENTLEVEL LOW FRICTION MEDIUM FRICTION HIGH FRICTION

23. @Robert_Rose ENGAGEMENTLEVEL LOW FRICTION MEDIUM FRICTION HIGH FRICTION

24. @Robert_Rose

25. Magnet Marketing? Do you remember @Robert_Rose

26. @Robert_Rose

27. @Robert_Rose

28. @Robert_Rose Inbound Marketing Book PublishedHubspot Founded Official Launch Website Grader Launched

29. @Robert_Rose First Content Marketing World

30. @Robert_Rose subscribe an audience win a customer grow an evangelist

31. What’s the problem? So… @Robert_Rose

32. Here’s what we’ve learned… @Robert_Rose

33. Successful Content Marketing Is Not Supercharged Campaign Marketing Content Marketing Is Not Campaign Marketing @Robert_Rose

34. “When any new form comes into the foreground of things, we naturally look at it through the old stereos. . . . We’re just trying to fit the old things into the new form, instead of asking what is the new form going to do to all the assumptions we had before.” - Marshall Mcluhan @Robert_Rose

35. What if… we approach content marketing as a different kind of business activity, rather than an alternative form of marketing? @Robert_Rose

36. Marketing doesn’t change content’s purpose. Content changes marketing’s purpose. @Robert_Rose

37. @Robert_Rose

38. @Robert_Rose

39. @Robert_Rose “I know half my advertising is wasted. The trouble is, I don’t know which half.” - John Wanamaker, 1916

40. 70% ad viewability is all that can be expected. - IAB, 2015 56% of display ads served on our platform are not viewable. - Google @Robert_Rose

41. @Robert_Rose “I know half my digital ads are blocked. The trouble is, I don’t know which half.” - Justin Timberlake, 2016

42. @Robert_Rose

43. @Robert_Rose What’s the value of a Content Brand? Function

44. @Robert_Rose

45. @Robert_Rose

46. @Robert_Rose

47. @Robert_Rose

48. @Robert_Rose What if we not only provide value IN time, but also create things that increase in value OVER Time?

49. @Robert_Rose United Technical Publishing 16 Magazines, Newsletters, 1,000,000 Subscribers Electronics Media Division 7 Magazines, Newsletters, $23 million

50. in every successful content-driven strategy it is the collection of assets that provides strategic value @Robert_Rose

51. What must get rebooted…

52. unable to measure strategic efficacy of the  program, because it’s not a program.  it’s only tactical support of collateral-based  marketing. one year later, here’s what we have… a disconnected pile of assets @Robert_Rose

53. @Robert_Rose

54. @Robert_Rose

55. gated or ungated? what’s the blog for? why does social matter? anything working? what’s the ROI? @Robert_Rose

56. @Robert_Rose Here’s what has to change….

57. 10%Strategic   Experience 30% Campaign Support 60% Ad Hoc @Robert_Rose How   we   spend   our time…

58. 60% 30% 10% Strategic Experience Campaign Support Ad Hoc @Robert_Rose Flip It!

59. @Robert_Rose The business case is not what to start doing. It’s what we should stop doing.

60. Campaign ROI Marketing database (2X faster pipeline) Customer ROI Increased loyalty - (5x subscription time) Increased LTV - (+10% increase in ASP) Data ROI Paid media (25% effectiveness in ad buys)  Data append - optimize site for experience Business ROI Attendance at regional events +20% @Robert_Rose

61. @Robert_Rose CCDVTP create communicate deliver value target profit

62. @Robert_Rose Go do it. www.contentadvisory.net www.robertrose.net www.7theraofMarketing.com

The Great Content Marketing Reboot

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to The Great Content Marketing Reboot

Similar to The Great Content Marketing Reboot (20)

More from The Content Advisory

More from The Content Advisory (20)

Recently uploaded

Recently uploaded (20)

The Great Content Marketing Reboot