the great content marketing reboot
TRANSCRIPT
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The Great
CONTENT MARKETING
REBOOTNew Roles & New Goals
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@Robert_RoseChief Strategy Advisor
Content Marketing Institute
ROBERT ROSE
@Robert_Rose
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@Robert_Rose
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CONTENT
MARKETINGis dead
as it turns out…
@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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is itdead?
am iwrong?
does itexist?
@Robert_Rose
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YOU SUCK AT IT!
@Robert_Rose
great contentjust create
1.is content marketing
all marketing2.
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ALTERNATIVE?What is the
@Robert_Rose
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@Robert_Rose
Content Marketing Is Not Batman…
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@Robert_Rose
less efficient
1.than advertising
slower2.
than a cold call
more expensive
3.than a print ad
Content Marketing is often…
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@Robert_Rose
IN THE LONG RUN:
It is easier to maintain an existing audience, than it is to reach a new one.
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MEDIUM FRICTION
LOW FRICTION
HIGH FRICTION
@Robert_Rose
TIME
EASE
OF
REAC
H
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LOW FRICTION
@Robert_Rose
TIME
ENG
AGEM
ENT
LEVE
L
MEDIUM FRICTION
HIGH FRICTION
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@Robert_Rose
ENG
AGEM
ENT
LEVE
L LOW FRICTION
MEDIUM FRICTION
HIGH FRICTION
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@Robert_Rose
ENG
AGEM
ENT
LEVE
LLOW FRICTION
MEDIUM FRICTION
HIGH FRICTION
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@Robert_Rose
ENG
AGEM
ENT
LEVE
LLOW FRICTION
MEDIUM FRICTION
HIGH FRICTION
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@Robert_Rose
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Magnet Marketing?Do you remember
@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
Inbound Marketing
Book PublishedHubspot
FoundedOfficialLaunch
Website Grader
Launched
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@Robert_Rose
First Content Marketing World
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@Robert_Rose
subscribean audience
wina customer
growan evangelist
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What’s the problem?So…
@Robert_Rose
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Here’s what we’ve learned…
@Robert_Rose
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Successful Content MarketingIs Not SuperchargedCampaign Marketing
Content MarketingIs Not Campaign Marketing
@Robert_Rose
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“When any new form comes into the foreground of things, we naturally look at it through the old stereos. . . . We’re just trying to fit the old things into the new form, instead of asking what is the new form going to do to all the assumptions we had before.”
- Marshall Mcluhan
@Robert_Rose
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What if…we approach content marketingas a different kind of businessactivity, rather than an alternativeform of marketing?
@Robert_Rose
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Marketing doesn’t change content’s purpose.
Content changes marketing’s purpose.
@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
“I know half my advertising is wasted. The trouble is, I don’t know which half.”
- John Wanamaker, 1916
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70% ad viewability is all that can be expected.
- IAB, 2015
56% of display ads served on our platform are not viewable.
@Robert_Rose
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@Robert_Rose
“I know half my digital ads are blocked. The trouble is, I don’t know which half.”
- Justin Timberlake, 2016
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@Robert_Rose
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@Robert_Rose
What’s the value of a Content Brand?
Function
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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@Robert_Rose
What if we not only provide value IN time, but also create things that increase in value OVER Time?
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@Robert_Rose
United Technical Publishing16 Magazines, Newsletters, 1,000,000 Subscribers
Electronics Media Division7 Magazines, Newsletters, $23 million
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in everysuccessfulcontent-drivenstrategy
it is the collection ofassets that providesstrategic value
@Robert_Rose
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What must get rebooted…
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unable to measure strategic efficacy of the program, because it’s not a program.it’s only tactical support of collateral-basedmarketing.
one year later, here’s what we have…
a disconnected pile of assets
@Robert_Rose
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@Robert_Rose
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@Robert_Rose
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gated or ungated?
what’s the blog for?
why does social matter?
anything working?
what’s the ROI?
@Robert_Rose
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@Robert_Rose
Here’s what has to change….
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10%Strategic Experience
30%Campaign Support
60%Ad Hoc
@Robert_Rose
How we spend our time…
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60%
30%
10%
Strategic Experience
Campaign Support
Ad Hoc
@Robert_Rose
Flip It!
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@Robert_Rose
The business case is not what to start doing. It’s what we should stop doing.
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Campaign ROI Marketing database (2X faster pipeline)
Customer ROI Increased loyalty - (5x subscription time) Increased LTV - (+10% increase in ASP)
Data ROI Paid media (25% effectiveness in ad buys)Data append - optimize site for experience
Business ROI Attendance at regional events +20%
@Robert_Rose
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@Robert_Rose
CCDVTPcreate
communicate deliver value target profit
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@Robert_Rose
Go do it.www.contentadvisory.net
www.robertrose.net
www.7theraofMarketing.com