Content MarketingPlaybook

BEN PLOMION,VP of Marketing@benplomion

Chapter 1Setting the stage

Chapter 1: Setting the stage

Remember push marketing

Chapter 1: Setting the stage

The power has long shifted to buyers

Chapter 1: Setting the stage

And they want useful information

Chapter 1: Setting the stage

The truth of today’s marketing

-David Meerman Scott

What is content marketing anyway?Chapter 1: Setting the stage

It’s pretty coolChapter 1: Setting the stage

It’s efficient and effectiveChapter 1: Setting the stage

It looks beautifulChapter 1: Setting the stage

Up

Provoke

The content marketing funnelChapter 1: Setting the stage

Chapter 2The 5 C’s

Chapter 2: The 5 C’s

The 5 C’s of effective content marketing

• Your business strategy dictates your content strategy

• Be clear on your set of objectives before you start

• Content marketing isn’t for everyone

• You can’t do it on your own

• Have your KPIs ready out of the gate

• You don’t need another agency

Chapter 2: The 5 C’s

What’s your business goal?

• Producing content is a mindset. Content is everywhere

• Everyone will help you make a movie. Everyone will help you write a story

• Journalists don’t have a 2 year plan. Be nimble

• Prospects through the sales funnel will engage with different types of content

• You can’t always control the narrative

Chapter 2: The 5 C’s

Everyone has a good story to tell

• Finding and organizing good content is a skill

• The most powerful forms of content is to highjack the news

• Be ready to let go of your content

• When you have something good, just re-use it over and over

• Co-branded content is a great idea, but hard to do

Chapter 2: The 5 C’s

Make the most out of other’s content

• Are you distributing the right content to the right people?

• Different formats will need different distribution channels

• Make it easy to share

• Marketing automation can help

• Direct mail is everything but dead

Chapter 2: The 5 C’s

Good content needs good distribution

• Your content strategy is designed to push prospects through the sales funnel

• Each stage of the funnel uses a different set of KPIs

• Content marketing shares the same pain as display. Click-through doesn’t tell the full story

• Do not underestimate the power of anecdotes from clients and prospects

• ROI analysis should take into account headcount

Chapter 2: The 5 C’s

Measuring results

Chapter 3Roadblocks

• How do I create a content mindset within my organizations?

• How can I get my CEO on board?

• How can I operationalize the production and distribution of my content?

• Do I need a PR agency?

• How do I measure success initially?

• Where can I find great writers?

Chapter 3: Roadblocks

Most common questions

Chapter 42014 Predictions

Text

The rise of dedicated budgets for content marketing

Budgets will remain small (less than 25% of spend) but will continue to grow in double digits. Budgets will come from traditional advertising and digital advertising

The ‘me too’ content platform CMOs will be judged by their ability to create a content platform, and engage with clients. Every CMO will try. Not everyone will succeed.

The ‘ConTech’ industryA new 'con' tech ecosystem will emerge. There's so much that the likes of Marketo and HubSpot can do. The future will go beyond automation and place more value on story ideation and production

There will be better ways to measure success

Measuring the success of content marketing will continue to be a major obstacle to the industry's growth. It’s time that attribution tools go beyond advertising

The ad versus content battle Content marketers and media planners will fight for the CMO's attention. Unless native advertising saves them all.

Chapter 4: 2014 Predictions

Get ahead of the game

ben@chango.com