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@Robert_Rose

return on investment

3

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53%“small group

serves entire co.”

36%have a

formal strategy

71%“just takingfirst steps”

57%“unsure of what

success is”

strategic content is stuck in “average”

*CMI & MarketingProfs 2016 Enterprise Content Marketing Study

@Robert_Rose 8

51%“feel moderately

successful.”

95%“produce same

or more content”

83%“same or

more money”

20%“committed tothe practice”

we’re putting our mouth where our money is

*CMI & MarketingProfs 2016 Enterprise Content Marketing Study

@Robert_Rose 9

@Robert_Rose

EA

SE

OF

RE

AC

H &

FR

EQ

UE

NC

Y

High Friction(finding them)

Medium Friction(getting their attention)

Low Friction(holding their attention)

10

reduce the friction between our message and reaching an audience frequently

TIME

the marketing and advertising challenge

@Robert_Rose

High

Medium

Low

EA

SE

OF

RE

AC

H &

FR

EQ

UE

NC

Y

11

TIME

Investment

ContentValue

ContentValue

ContentValue

pre-digital | the campaigns | transactional

@Robert_Rose

High

Medium

Low

EA

SE

OF

RE

AC

H &

FR

EQ

UE

NC

Y

INVESTMENT

12

TIME

CONTENT’S VALUE VALUE

digital emerges | be found | inbound

@Robert_Rose

High Friction

Medium Friction

Low Friction

strategic content | be the media | brand subscriber

TIME

EA

SE

OF

RE

AC

H &

FR

EQ

UE

NC

Y

INVESTMENT

13

CONTENT VALUE

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it’s not that brand subscriber is better… it’s evolved.

@Robert_Rose

Medium Friction

Low Friction

EA

SE

OF

RE

AC

H &

FR

EQ

UE

NC

Y

High Friction

15

this is the transactional approach today…it’s predicated on more, faster.it’s not that brand subscriber is better… it’s evolved.

@Robert_Rose

Medium Friction

Low Friction

EA

SE

OF

RE

AC

H &

FR

EQ

UE

NC

Y

High Friction

16

content marketing today: stuck in average

@Robert_Rose

Content’sStrategicValue

Wall of Anxiety

2005 2010 2015 2020

BusinessTactic

MarketingTactic

MarketingStrategy

BusinessStrategy

BusinessModel

17

robert’s content value curve

OurRemit…

@Robert_Rose

so, what’s next“If a company is really going to gain the trust of customers, it must be prepared to offer the products and services of other companies, even of competitors. This will usually involve a fundamental re-definition of the business….

Those addicted to advertising revenue models will find it very challenging to shift to a subscription based model.”

John HagelCo-Chariman, Deloitte LLP’s Center For The

Edge

18

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Content Marketing Is A Strategic Business Activity That Marketers Perform

evolved owned media is a business strategy

subscribean audience

wina customer

growan advocate

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@Robert_Rose 21

“when any new form comes into theforeground 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 the new form will do to all the assumptions we had before.”

- Marshall McLuhan

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“the new medium also changes the waythe older medium is used”

- Marshall McLuhan

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“tell me how you measure me and will tell you how I will behave. If you measure me in an illogical way… donot complain about illogical behavior.”

- Eli Goldratt

@Robert_Rose 25

we still view content through either the

transactional customer lens, hoping for

campaign value - or through through an

inbound lens, hoping for magnetism.

neither is working.

@Robert_Rose 26

the business case for content:

It isn’t what we should start doing.it’s what we should stop doing.

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here’s one thing we have to stop doing…

@Robert_Rose

unable to measure strategic efficacy of theprogram, because it’s not a program.it’s only tactical support of collateral-basedmarketing.

28

one year later, here’s what we have…

a disconnected pile of assets…

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what is your purpose?

what is your content product?

30

can we, instead, invest in something of value…

@Robert_Rose

what kind of content-driven experience?

SUBSCRIBE WIN GROW

Engage Inspire Reach Evolve Nurture Enhance Retain Expand

J&J BabyCenter

Adobe CMO.Com

KraftFood & Family

Jyske Bank

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what kind of content-driven experience?

SUBSCRIBE WIN GROW

Engage Inspire Reach Evolve Nurture Enhance Retain Expand

Indium Engineering Blogs

Hubspot Blogs

XEROXChief Optimist

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what kind of content-driven experience?

SUBSCRIBE WIN GROW

Engage Inspire Reach Evolve Nurture Enhance Retain Expand

John Deere Furrow

SalesForce Dreamforce

NikeApps / Content

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@Robert_Rose

PURPOSE STORY AUDIENCE PROCESS MEASURE

35

our content creation strategy framework

BUSINESSGOALS

CONTENTMISSION

CONTENTSTRATEGY

BUSINESSVALUE

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@Robert_Rose

DATA

37

Better marketing database

More insight into sales leads

Data append to optimize “personalization”

Effectiveness on media buy

@Robert_Rose

CAMPAIGN

38

More leads

Faster leads

Higher quality opportunities

Higher ASP

@Robert_Rose

CUSTOMER

39

Higher ASP

Higher Retention/Less Churn

Higher Net Promoter Score

More likely to advocate

@Robert_Rose

BUSINESS

40

Revenue Opportunity

Reduced costs (product or consumer

research)

Better partner relationships

@Robert_Rose

Subscribers 2X faster pipeline

Increased LTV - (+10% increase in ASP)

25% effectiveness in ad buys Data append - optimize site FOR SALES

Attendance at events +20%

DATA

CAMPAIGN

CUSTOMER

BUSINESS

41

@Robert_Rose

Data AppendBetter, Prioritized,Richer Sales leads

25% EffectivenessDigital Ad Buy

Optimize Site forSales +5% Leads

Marketing 2XFaster through

pipeline

10%INCREASE

SUBSCRIBER ASP

20% INCREASEAttendance

at regional events

42

Return Doesn’t Happen All At OnceBy reaching Goals, both expected and unexpected, we increase the value OVER time.

@Robert_Rose

1 Opportunity Per Quarter +10% $200,000 / YRRich Sales leads

$10,000 / mo onGoogle

$2,500/mo$30,000 / YREffective Digital Ads

200 Leads / MO /Optimize Site for

Sales +5% LEADS10 @ $400 CPL /

$48,000 / YR

Average Sales Price$50,000Increase ASP _10% $5,000/mo

$60,000 /YR

Salesmore / effective

\ 2XFaster pipeline $0 / yr

Increase Attendanceat regional events Attendance +10% $100,000 yr

43

what does that really mean?

$438,000

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@Robert_Rose 45

@Robert_Rose 46

@Robert_Rose 47

@Robert_Rose 48

@Robert_Rose 49

One Step At A Time

Slow Down. Focus On Quality.

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@Robert_Rose 51

www.ReturnOnAudience.com