content marketing - taking the first beautiful steps
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Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13
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Sunday, April 21, 13
The new nature of search marketing?
Can we drive better traffic?
Can we make re-targeting better?
Can we make PPC better?
Sunday, April 21, 13
50,000 Impressions
1% CTR - (500 visitors) $6.00 CPC
30 Reqs. - 6% Conversion
10 Demos - $300 / Demo
1 Customer - $3,000
Sunday, April 21, 13
50,000 Impressions
.5% CTR - (250 visitors) $6.00 CPC
30% Conv. - 75 DL’s ($20)
12% Conv. - 9 Demos ($166)
3 Customers - $500
Sunday, April 21, 13
Sunday, April 21, 13
Can PR really work for marketing?
Can we bring the “relations” back?
Can we become storytellers?
Can we make PR better?
Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13
Let’s stop chasing our “long tail”
Can we create content that is liquid?Can we tell stories, not settle bets?
Can we make SEO better?
Sunday, April 21, 13
Sunday, April 21, 13
Future. Focused. Passionate.
Less content. Higher Quality.
One Year Later:Organic Traffic: -30%Engagement: +150%Inbound Links: +40%Social Sharing: +100%Sales: +185%
Sunday, April 21, 13
Create more valuable customers?
Easier to upsell/cross sell?
Create defenders of our brand?
Can we create brand subscribers?
Sunday, April 21, 13
Social to engage new prospects.
Results:3 week close instead of 1 HR.
217% more likely to make first payment and continue to make payments.
Sunday, April 21, 13
B2B Services Company“okay, we’ll try this content marketing thing”
Customer Acquisition1.2x the cost1.5x as long
Sunday, April 21, 13
B2B Services Company“wait for it....”
Customer AcquisitionSpent 2X as muchStayed 5X as long2X more likely to share
Sunday, April 21, 13
Sunday, April 21, 13
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24%$
18%$17%$
8%$
2012$Biggest$Challenges$
Producing$Enough$Content$
Producing$The$Kind$of$Content$That$Engages$
Lack$Of$Budget$
Lack$of$Buy@In$
Sunday, April 21, 13
ATTENTION!
Sunday, April 21, 13
560 / Day
Sunday, April 21, 13
3,000 / Day
Sunday, April 21, 13
13,000 / Day
Sunday, April 21, 13
In 2013 it’s the relationship that matters. We have to not only GRAB attention. We have to hold it.- Robert Rose
Sunday, April 21, 13
@ Robert_Rose
Sunday, April 21, 13
@ Robert_Rose
Sunday, April 21, 13
@ Robert_Rose
Sunday, April 21, 13
@ Robert_Rose
Sunday, April 21, 13
@ Robert_Rose
1,800,000 Views6 Years Of Human Time
1,353,000,000 Views10,425 Years Of Human Time
16 Years Of Human Time
1,353,000,000 Views10,425 Years Of Human Time
How will we everget that many....Every Hour...
Sunday, April 21, 13
@ Robert_Rose
1,800,000 Views
1,353,000,000 Views10,425 Years Of Human Time
But Only 1 Counted
Sunday, April 21, 13
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
How do brands differentiate?
Sunday, April 21, 13
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Sunday, April 21, 13
Pretentious? Overwrought? Silly?
Sunday, April 21, 13
“advertising agencies were not built to deliver for “always-on” content marketing. Brands like ours need highly creative content.”
Christa Carone – CMOXerox
Sunday, April 21, 13
“The challenge facing marketers is how to effectively and efficiently organize for this new, nimble era of content creation.”
Paul Matsen – CMO Cleveland Clinic
Sunday, April 21, 13
“Brand storytelling is both an art and a science. If you’ve [delivered relevant, authentic experiences], your story can end up being the one that people love and more importantly remember.”
Davide Grasso VP Global Brand Marketing
Nike
Sunday, April 21, 13
“The more I can use brand stories to create emotional connections to my consumers, the less I have to trade on it. ”
Jonathan Mildenhall,Worldwide VP of Creative
Coca Cola
Sunday, April 21, 13
If we believe that the science of marketing can be complex enough to make “data scientists” sexy
Why is it so hard to believe that the art of marketing can be as complex as the best stories ever told?
Sunday, April 21, 13
“In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?
Beth Comstock, CMOGE
We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”
Sunday, April 21, 13
350,000 Views
Sunday, April 21, 13
Avg. <7,000 Views
The Network Effect
New Audiences For Their Blog
Sunday, April 21, 13
Target 200 Clients
Financial Services Company
150% Increase In Retention
Event, Email, Blog, Video
Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Sunday, April 21, 13
BUT IT HAS TO BE TRUE
Sunday, April 21, 13
Sunday, April 21, 13
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Thought'Leader' Storyteller'
Meet'Demand'
The'Efficient'Funnel'
Creates'Trust''
Be'found'
Generate'Awareness'
Trust'
Creates'Demand'
DifferenAates'Creates'
Evangelists'
Content'Aware'
Sunday, April 21, 13
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Thought'Leader' Storyteller'
Meet'Demand'
The'Efficient'Funnel'
Creates'Trust''
Be'found'
Generate'Awareness'
Trust'
Creates'Demand'
DifferenAates'Creates'
Evangelists'
Content'Aware'
Sunday, April 21, 13
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Thought'Leader' Storyteller'
Meet'Demand'
The'Efficient'Funnel'
Creates'Trust''
Be'found'
Generate'Awareness'
Trust'
Creates'Demand'
DifferenAates'Creates'
Evangelists'
Content'Aware'
Sunday, April 21, 13
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Thought'Leader' Storyteller'
Meet'Demand'
The'Efficient'Funnel'
Creates'Trust''
Be'found'
Generate'Awareness'
Trust'
Creates'Demand'
DifferenAates'Creates'
Evangelists'
Content'Aware'
Sunday, April 21, 13
Whidbey Island TourismContent Aware
• Increase in content, videos, e-newsletters and news
• Focused on SEO
• 60% increase in traffic
Sunday, April 21, 13
Tenon Tours
Thought Leadership
Started with SEO effort - Awareness
Developed a 57% increase in traffic
Developed Landing pages w/ registration
for specialized content/itineraries
Increased leads by 504%
Increased visits-to-lead conversion rate by 285%
Increased sales revenue by 129%
Sunday, April 21, 13
RCI
Storyteller
• RCI created content for its Web site
• Boutique custom-published magazine
• Created iPad App out of magazine
• Thousands of downloads
“Endless Vacation always has the most useful info, beautiful photos, and enticing stories that make me want to get off the couch and hit the road!”
- Review from iTunes Store
Sunday, April 21, 13
“In business, 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, CMOGeneral Electric
Sunday, April 21, 13
70/20/10 Investment Model
Jonathan Mildenhall,Worldwide VP of Creative
Coca Cola
Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13
Sunday, April 21, 13