the great content marketing reboot

The Great

CONTENT MARKETING

REBOOTNew Roles & New Goals

@Robert_RoseChief Strategy Advisor

Content Marketing Institute

ROBERT ROSE

@Robert_Rose

@Robert_Rose

CONTENT

MARKETINGis dead

as it turns out…

@Robert_Rose

@Robert_Rose

@Robert_Rose

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is itdead?

am iwrong?

does itexist?

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YOU SUCK AT IT!

@Robert_Rose

great contentjust create

1.is content marketing

all marketing2.

ALTERNATIVE?What is the

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@Robert_Rose

Content Marketing Is Not Batman…

@Robert_Rose

less efficient

1.than advertising

slower2.

than a cold call

more expensive

3.than a print ad

Content Marketing is often…

@Robert_Rose

IN THE LONG RUN:

It is easier to maintain an existing audience, than it is to reach a new one.

MEDIUM FRICTION

LOW FRICTION

HIGH FRICTION

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TIME

EASE

OF

REAC

H

LOW FRICTION

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TIME

ENG

AGEM

ENT

LEVE

L

MEDIUM FRICTION

HIGH FRICTION

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ENG

AGEM

ENT

LEVE

L LOW FRICTION

MEDIUM FRICTION

HIGH FRICTION

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ENG

AGEM

ENT

LEVE

LLOW FRICTION

MEDIUM FRICTION

HIGH FRICTION

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ENG

AGEM

ENT

LEVE

LLOW FRICTION

MEDIUM FRICTION

HIGH FRICTION

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Magnet Marketing?Do you remember

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Inbound Marketing

Book PublishedHubspot

FoundedOfficialLaunch

Website Grader

Launched

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First Content Marketing World

@Robert_Rose

subscribean audience

wina customer

growan evangelist

What’s the problem?So…

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Here’s what we’ve learned…

@Robert_Rose

Successful Content MarketingIs Not SuperchargedCampaign Marketing

Content MarketingIs Not Campaign Marketing

@Robert_Rose

“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

What if…we approach content marketingas a different kind of businessactivity, rather than an alternativeform of marketing?

@Robert_Rose

Marketing doesn’t change content’s purpose.

Content changes marketing’s purpose.

@Robert_Rose

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“I know half my advertising is wasted. The trouble is, I don’t know which half.”

- John Wanamaker, 1916

70% ad viewability is all that can be expected.

- IAB, 2015

56% of display ads served on our platform are not viewable.

- Google

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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

What’s the value of a Content Brand?

Function

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What if we not only provide value IN time, but also create things that increase in value OVER Time?

@Robert_Rose

United Technical Publishing16 Magazines, Newsletters, 1,000,000 Subscribers

Electronics Media Division7 Magazines, Newsletters, $23 million

in everysuccessfulcontent-drivenstrategy

it is the collection ofassets that providesstrategic value

@Robert_Rose

What must get rebooted…

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

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gated or ungated?

what’s the blog for?

why does social matter?

anything working?

what’s the ROI?

@Robert_Rose

@Robert_Rose

Here’s what has to change….

10%Strategic Experience

30%Campaign Support

60%Ad Hoc

@Robert_Rose

How we spend our time…

60%

30%

10%

Strategic Experience

Campaign Support

Ad Hoc

@Robert_Rose

Flip It!

@Robert_Rose

The business case is not what to start doing. It’s what we should stop doing.

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

@Robert_Rose

CCDVTPcreate

communicate deliver value target profit

@Robert_Rose

Go do it.www.contentadvisory.net

www.robertrose.net

www.7theraofMarketing.com