On July 27 2015 King Content and LinkedIn joined forces to host an exclusive masterclass led by world-class marketing mind Robert Rose. Those lucky enough to attend learned about creating experiences for customers, evolving marketing to foster an internal content process and the importance of a documented content mission.

1. CONTENT
KING
THE ROBERT ROSE
MASTERCLASS
5 content marketing insights
from Robert Rose
Monday, July 27, 2015
#askrobertrose

2. ROBERT ROSE,
CHIEF STRATEGY OFFICER AT THE
CONTENT MARKETING INSTITUTE,
IS A RECOGNISED EXPERT IN
CONTENT MARKETING
& DIGITAL STRATEGY.
THEROBERTROSEMASTERCLASS 1
KINGCONTENT2015

3. King Content and LinkedIn
Marketing Solutions joined forces
to host an exclusive masterclass
featuring the brilliant marketing
mind of Robert Rose.
Those lucky enough to attend
learned about creating experiences
for customers, evolving marketing
to foster an internal content
process and the importance of
a documented content mission.
HERE ARE
5 KEY
INSIGHTS
FROM
ROBERT
ROSE
HIMSELF.
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4. 1.THE NEW CONTENT
MARKETING ERA IS
ABOUT EXPERIENCES.
Everyone is creating content,
including your competitors,
so the way to break through
the noise is to create valuable
experiences for your readers.
Content has to differentiate
you from the market and be
remarkable.
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5. We know how to create a
customer. We have to evolve
them and give them great
experiences so that they
become evangelistic.
“
”
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6. 2.MARKETING
NEEDS TO EVOLVE.
Customer service and
consumers have completely
changed, yet marketing has
largely stayed the same.
If marketers want to keep
up with their customers,
then content presents a
great opportunity to do so.
Marketing doesn’t change
content’s purpose, but content
changes marketing’s purpose.
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7. Relationships have changed.
Expectations have changed.
Loyalty is now to experiences
– not to a product or service.
“
”
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KINGCONTENT2015

8. 3.BRANDS HAVE TO ADAPT TO SUIT
CONSUMER’S BUYING PROCESSES.
Buying processes have also adapted.
Customers are much more savvy and educated
when it comes to making purchases.
60% of the buying decision has already been
made before your sales people get the call.
Content allows brands to capture customers
early in the funnel, feeding them valuable
information that can inform their decision
later down the track.
K N O W I N G YO U R
SALES FUNNEL
& MAPPING IT
WITH CONTENT
IS A FORMULA
FOR SUCCESS.
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9. Make content so great they’ll
keep coming back to these few
strategic touchpoints. Then you
can PULL them into the funnel.
“
”
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KINGCONTENT2015

10. 4.CONTENT IS A PROCESS,
NOT A PROJECT.
Often a content marketing program
is started within an organisation but it
adheres to a ‘campaign marketing’ form.
For content marketing to succeed, brands
need to shift their program to a content
marketing process: an ongoing effort
that continues to grow.
C A M PA I G N
MARKETING
P R O D U C E S
RESULTS ON TIME.
C O N T E N T
MARKETING
B U I L D S
V A L U E
OVER TIME, &
I N C R E A S E S
VALUE IF YOU
DO IT RIGHT.
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11. Content rarely starts at the
top. It’s about selling the
process of content. It’s a
process, not a project.
“
”
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KINGCONTENT2015

12. 5.WORK OUT
YOUR DOCUMENTED
CONTENT MISSION.
A content mission should cover
everything you stand for. Based
on the needs of your customers
and prospects, it should inform
your content plan.
Asking those questions and
documenting your mission will
help create a clear plan for your
content, which in turn will increase
the likelihood of success.
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KINGCONTENT2015

13. CONTENT
KING
Interested in learning more from Robert Rose?
Read his guest post on the King Content blog.