delight 2013 | delightful content marketing, robert rose

Thursday, October 10, 13

21 3 Storymapping & Our Big Pitch

Getting To “Why” TheArt of Brand Storytelling

Anatomy of ContentMarketing - Best Practices


50,000 Impressions

1% CTR - (500 visitors) $6.00 CPC

30 Reqs. - 6% Conversion

10 Demos - $300 / Demo

1 Customer - $3,000


50,000 Impressions

.5% CTR - (250 visitors) $6.00 CPC

75 DL’s . - 30% Conversion

9 Demos - 12% Conversion

3 Customers - $500 CPC

($20EA)

($166)


Future. Focused. Passionate.

Less content. Higher Quality.

One Year Later:Organic Traffic: -30%Engagement: +150%Inbound Links: +40%Social Sharing: +100%Sales: +185%


Social Content: Engage New ProspectsResults:3WK closeInstead of 1 HR.

Buuuuut...

217%+ likely to make first payment and continue to make payments.


B2B SaaS Software Company

“okay, we’ll try this content marketing thing”

Customer Acquisition1.2x the cost1.5x as long


“wait for it....”

Customer AcquisitionSpent 2X as muchStayed 5X as long2X more likely to share

B2B SaaS Software Company


GETTING FROM GOOD TO GREAT

It Starts With A Great Strategy


The Plan

Website: 3 new “How To” articles weeklyBlog: Daily “Top 5 Reasons” blog postsSocial: Daily posts on Facebook -- “Like” orientedLinkedIn: Company page, posted blog posts

From Good To Better...

SEO Results – Top 10 across 20 Keywords and key phrasesWebsites – 25% Increase in organic trafficBlog: - 100% increase in trafficSocial: Thousands of likes, 50K followers on LinkedIn




COMMON BEST PRACTICES

FROM GOOD TO GREAT


The PlanCreated engaging content. It was helping their SEO, getting more people to site, but wasn’t converting – or helping sales

From Good To Great...Realized that they could “cut down” on content created and actually focus on quality “tentpole” pieces – and re-use content across channels

Research Studies (6-8 Weeks of Production) Aggregate Customer Data (Quarterly/Yearly) Industry Expertise (Leverage thought leaders)





Storytelling Is Differentiating


AN INTEGRATED MIX IS BEST


Chief Content Officer

Managing Editors Content Producers Chief Listening Officers

Content Creators

ASSIGNING ROLESCREATES RESPONSIBILITY


The Editorial Calendarwithin...

The Editorial Calendarwithin...

The Marketing Calendar


Master Calendar

Channel Calendars


The editorial calendar…A good editorial calendar is more than just slotting random content into a datebook…

It maps to the story, our personas, the engagement cycle and our overall goals…

It gives us the ability to plan, react and keep on track with measurement.

Serves as the communication tool for other members of our team…


Elements of the editorial calendar…

Prioritized list of what you are publishing based on your story map…

Assigned Managing Editor / Content Creator responsible

The channel(s) for this content – how will it be re-used

Dates – creation deadlines and publishing deadlines

Your meta data for organization – for your purposes (e.g. target persona, engagement cycle addressed, legal requirements etc..)


Benefits….Helps us to align content marketing with our other activities

Keeps us honest about our pipeline of content – and from scrambling last minute

Now we know what is resonating with our story – and our personas….


#cmworld

White Paper # 2 / Persona BWP#3 / Persona A (Twitter)

Blog Post / Persona A


#cmworld

Feedburner Subs!

Twitter Referrals

Organic Traffic


#cmworld

Goals Can Be Set By Contentby Persona Etc..

An integrated editorial calendar Enables you to see where the contentmarketing is, or isn’t having effect.


EXERCISE

QUICK BREAK


@ Robert_Rose

1,353,000,000 Views10,425 Years Of Human Time

USING YOURARCHITECTURE

DEVELOP TWO IDEAS

ONE - IMPROVEMENT TO AN EXISTING APPROACH

ONE - OUT OF THE BOX, INNOVATIVE IDEA


ACT 2


ATTENTION!


560 / Day


3,000 / Day


13,000 / Day


In 2013 it’s the relationship that matters. We have to not only GRAB attention from the audiences that matter. We have to hold it, so that we matter to them.



You Don’t Have To Be Big, You Have To Be Remarkable


@ Robert_Rose


@ Robert_Rose

1,800,000 Views6 Years Of Human Time



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16 Years Of Human Time



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Every Hour...


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How will we everget that many....

Every Hour...


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350,000 Views


Avg. <7,000 ViewsThe Network Effect

New Audiences For Blog

Direct engagement withspecific customers AT&TNew York Times, Verizon

1st Cisco content aired on TV – For Free


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@ Robert_Rose

1,800,000 Views



@ Robert_Rose

1,800,000 Views


But Only 1 Counted


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“Today, TV is a bigger businessthan the old narrowly definedmovie business ever was.

Had Hollywood been customer-oriented (providing entertainment) rather than product oriented (making movies), would it have gone through the fiscal purgatory that it did?”

- Theodore LevittMarketing Myopia


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@ Robert_Rose


“People don’t buy WHAT you do, they buy WHY you do it.”

- Simon Sinek



“The king walked through the misty forest, the prince walked through the misty forest and the queen walked through the misty forest.”

- Plot




- Plot

“The king walked through the misty forest, followed by the queen and prince who danced through the misty forest...

- Story




- Plot

“The king walked through the misty forest, followed by the queen and prince who danced through the misty forest...

- Story

as they danced... the trees transformed into giant dragons.....”


@ Robert_Rose


Modular Data Centers

Typical Services Methodology:Plan, Design, Build, Maintain

Benefits/FeaturesWe’re Better, We’re Faster, We’re Cheaper

How About A Real Example...


@ Robert_Rose


Getting to why....

Content Marketing Program:Directed at the IT (CIO) side of the business.

Topic/Idea:Modularized Data Centers: The Future

Blogs talking about how they workShow success stories about them... case studiesCool video of time lapse of building one...How our company does them faster...Types of infrastructures - detailed specifications...


@ Robert_Rose


Using the 5 why’s....


Topic: Modularized / Containerized Data Centers: The Future

Why is this topic importantto CIO’s

Because our MC Data centersare less expensive and more agile than traditional data centers


@ Robert_Rose


Using the 5 why’s.... #2

Why is it important for CIO’s to have less expensive and more agile data centers?

Because the needs of computing in the business are rising exponentially, and CIO’s need to have faster/less expensive ways to manage their costs


@ Robert_Rose



Why is it important for CIO’s to know about ways to manage costs and be faster with data centers?

Because if they stay current with these future trends, then they can expand their business more quickly and have a competitive advantage.


@ Robert_Rose



Why is it important for CIO’s to about how future trends can give their business a competitive advantage.

Because if they don’t stay ahead of the curve, their company may go out of business, or they may be out of a job.


@ Robert_Rose



Why is that important to CIO’s?

Because their livelihood depends on having this knowledge.


@ Robert_Rose


And Now A Bit Of Magic...

We believe in the office of the CIO

But things are changing fast - and in order for them to stay competitive on the job market, they must stay ahead of the curve or they (or their company) will be out of business.

So, we help them stay current by delivering the most important future trends to help them expand their business and create competitive advantage.

The needs of business computing are rising exponentially, and CIO’s must keep up with ways to do things faster, and less expensively.

Modularized, Containerized Data centers - and the trends and best practices in deploying them are a powerful new way for the CIO to stay competitive.

5

4

3

2

1


@ Robert_Rose


Getting to why....


Topic/Idea:The Lean And Mean CIO

Why You aren’t ready for a mission critical business?CIO Profiles: The missing component from a mission critical career?

Is Big Data Portable - Smart CIO’s Are Making Big Data Smaller....Are YOU ready for Global data management


@ Robert_Rose



@ Robert_Rose


BACK INTO GROUPSTAKE ONE OF THE IDEAS

CHOOSE A PERSONAAND

GO THROUGH FIVE WHYS

AND GET TO THE ROOT “WHY”

Then.....


DEVELOPING THE PITCH

1. What’s the Story2. How does it work across other groups?3. Bonus for mixing models across groups.

Jonathan Mildenhall,Worldwide VP of Creative

Coca Cola


@ Robert_Rose


BACK TO YOUR GROUPSAND JOINTLY DECIDE ON ONE IDEA


ACT 3


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@ Robert_Rose


Month&1&&&& Month&2& Month&3& Month&4& Month&5& Month&6& Month&7&

Act&2&“Establishing&Vision”&

&The&New&Way.&Focus&on&“best&pracCces”.&&&

&Introduce&Social&Web&

ConversaCon&–&Challenge&the&status&quo.&We’re&facing&the&challenges&

Act&3&“Victory&L&The&New&World”&

&“We’re&here.&

Success.&&We’ve&met&the&

challenge.&Case&studies,&

interviews&

Cross&The&Threshold&

Product&:Launch&

Editorial&V

elocity&

Act&1&“Establishing&Hero”&

&

Focus&on&“customer&pain”.&What&the&ordinary&world&is&dealing&with&

&But&There’s&A&New&Way…&


@ Robert_Rose


OKAY GO!


@ Robert_Rose


Month&1&&&& Month&2& Month&3& Month&4& Month&5&

PHASE&2&“Lead&Follow&or&Get&out&of&

the&Way”&&

Ask$for$conversion$of$“experts”$–$assign$

badges$or$points$$

Now$introduce$content$to$Primary$targets$with$emo>onal$

stories.$$

Call$to$“arms”$tools$

PHASE&3&“The&Con>nuing&

Story”!$

“Introduce$NFPA$Tools$Badges$for$Influencers$

New$collabora>on$for$new$involvement.$

$Recognized$SOURCE$

For$Fire$Safety$to$Poli>cians$and$

Educators.$

Cross&The&Threshold&Finale&

Edito

rial&V

elocity

&

PHASE&1&“Move&to&&

Extraordinary”&$

Focus$on$“controversy”.$How$can$we$get$

conversa>on$going.$$Pull$“experts”$into$our$story.$

$Not$targe>ng$primary$

audience$yet$$

Personal$Stories$&


Epilogue


@ Robert_Rose


“The big question is whether you are going to be able to say a hearty yes to your adventure.”

“The goal of life is to make your heartbeat match the beat of the universe, to matchyour nature with nature.”


BUT IT HAS TO BE TRUE


70/20/10 Investment Model

Jonathan Mildenhall,Worldwide VP of Creative

Coca Cola


Thank You!


delight 2013 | delightful content marketing, robert rose

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