experiences The 7th Era of Marketing

@Robert_RoseChief Strategy Officer, Content Marketing Institute

www.7thEraOfMarketing.com

What do you really do?

First, let’s see how we got here.

20 years ago - this was the internet

One upon a time, 20 years ago…

This was the internet. And we danced to this.

In other words, we are now to 1995, what 1995 was to…

Is “delight” really out of reach?

Because if you thought thelast 5 years wereinteresting…

What’s your 2020 Marketing Plan?

You’re closer to 2020 than…

You’re closer to 2020 than…

You’re MUCH closer to 2020 than…

You’re closer to 2020 than…

You’re closer to 2020 than…

You’re closer to 2020 than…

Almost >

But things change quickly Maybe….

Internet Population 2010 - 1.2 Billion 2020 - 5 Billion

Where does that leave our question?

What do you really do?

Washington Market, New York, 1865

Where is Content Marketing?

Where is Content Marketing?

Where is Content Marketing?

Where is Content Marketing?

Where is Content Marketing?

It’s been infused throughout.

What Do You Really Do?

Consumers Have Adapted. We haven’t.

Let’s Not Wait For The Trainwreck

Let’s Evolve.

“In the coming decade, marketing will

be re-engineered from A to Z.

Marketers will need to rethink,fundamentally, the processes by which

they identify, communicate and delivercustomer value.”

Philip Kotler, 1999

Kotler on Marketing

What has changed for marketing?

1. Evolution of

customer relationship

2. Democratization

of content & experiences

3. Marketing’s

evolution in the business

The disruption of digital…

“Relationship” expectationshave changed

Loyalty is to the approach - not the product

1. The relationship has evolved…

The slow death of “reach and frequency”

The ease of publishing fosters “small marketing”

It’s the power AND the risk of maintaining a brand audience

2. Democratization of content experiences

Evolve beyond organizing by technology & channels

Marketing must be the strategic differentiator

We must adapt to create value, not just describe it

3. Marketing’s evolution in the business

“The purpose of business isto create a customer. Thebusiness enterprise has two - and only two - basicfunctions: marketing and innovation.

Marketing and innovationproduce results; all the restare costs. Marketing is thedistinguishing, uniquefunction of the business.”

Peter Drucker, 1954

Nothing & Everything Has Changed

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

We delight and build audiences as a means to evolve customers.

We not only describe value, we create it.

What Have We Learned?Culture is still having breakfast. But lunch may be coming.

Silos suck. But content-as-a-function can unify

9 out of 10 “do content” but 3 out of 10 feel good about it

Lack of strategy and a process is single biggest gap 60% vs. 7%

“If you can’t describe what your doing as a process, you don’t know what you are doing.”

- W. Edward Deming

What Do You Really Do?

Content Creation Management

Create

Don’t Plan A Campaign - Create A Movement

INSPIRE: because facts don’t change beliefs

RECRUIT: one house, one street, one neighborhood, one city…

PLAN: you’re building a product, not a project

Organize

Organize: Time To Focus The Effort

DEFINE: if it’s not real, it can’t be managed

WRITE: Document it. Refer to it frequently

CREATE: the process for content-driven experiences

Organize: Time To Focus The Effort

One leader Central, dedicated team Aligned to demand-gen

Media lab team Creates content

Innovation focused

Small team Runs single content initiative

Focused on data and insight

Manage

Manage: The Product of Content

If you start here, you’ll already be behind.

MAP: stories and experiences. Simplify. Reduce content. (yes really)

BUILD: content products, not campaigns

OPERATE: like a media company, not like an internal agency

MEASURE

Measure: Content, Not The Teams

ASSESS: experiences. Don’t mistake the progress toward a goal, for success of the platform

EVALUATE: experiences in context, not separately.

BALANCE: your portfolio as you would any investment

How Many Steps In Your Buyer’s Journey?

X100

2,800 km

X50

3,400 km

It is infinite.

Stop mapping every step to content. You won’t. And can’t.

Instead, be remarkable at afew strategic touch points.

Simplify.

The Buyer’s Journey Is Not A Guided Tour

Awareness Experiences(Feed interests and passions)

Nurturing Experiences(Build trust and change beliefs)

Loyalty Experiences(Illuminate shared values)

What Do You Really Do?

I Create Remarkable Experiences

THANK YOU

www.7thEraOfMarketing.com

@Robert_Rose www.RobertRose.Net