Tackling The Enterprise Content Roadmap

Good Morning.@adamkmiec #SMWContentRoadmap

Content Marketing

If You Want Better “Content Marketing” Make Better Products

Content Marketing Is Not Real.

Girls, we run this motha X4

Girl, who run the world? Girls

Who run the world? Girls? X4

We run this motha? Girls X4

Who run the world? Girls? X4

!

Some of them men think they freak this like we do

But, no, they don't

Make your check come at they neck

Disrespect us, no, they won't

Run The World (Girls)

6 Writers, 4 Producers

Imagine

1 Writer, 2 Producers

Imagine there's no heaven

It's easy if you try

No hell below us

Above us only sky

Imagine all the people

Living for today…

!

Imagine there's no countries

It isn't hard to do

Nothing to kill or die for

And no religion too

Imagine all the people

Living life in peace..

You may say I'm a dreamer

But I'm not the only one

I hope someday you'll join us

And the world will be as one

!

Imagine no possessions

I wonder if you can

No need for greed or hunger

A brotherhood of man

Imagine all the people

Sharing all the world...

1 Grammy. 1. Yes, I’m Serious. This Is Not A Typo.

More Content. More Often. Across More Devices.

How To Bake A Turkey

10 Best Nail Polishes

Avocados: Antioxidant Superstars

Is It a Common Cold or Allergies?

New

Historic

Bite Sized Long Form

Your Competition Is More Than Just Your Competition.

New

Historic

Bite Sized Long Form

Sourcing

Distribution Diversity

Measurement

Amplification

Mat

urity

• AVG cost per episode: $2.8MM

• AVG revenue per episode: $2.2MM

• AVG viewers per episode: 1.8MM

The Monetization Of Distribution Extends Beyond The 1st Screen.

Paying $1M Per Episode For Streaming

$10M+ In DVD Revenue

Undisclosed $M In Streaming

70/30 Rev Share Nets Millions

“Great” Content Lives Forever.

What Constitutes Quality Content?

“Great” Content Is Surprisingly Expensive $2,000* For 1 Tweet, Created In 15 Minutes

• Creative Director

• Group Creative Director

• Chief Creative Officer

• Account Director

• Technical Director

• Content Manager

• Associate Community Manager

• Senior Copywriter

• Senior Strategist

• Senior Art Director

• Group Account Director

User Generated. Out Of Focus. Record Breaker. $20M.

No Internet. No Mobile. No Streaming. No Social.

Black & White. Grainy. Real Time. 500M+ Households.

Everyone Thinks The Answer Is To Act Like A Publisher.But, Publishers Have Their Own Challenges.

1. Understand & Define The Scope Of Content

Paid Owned

Platfor

ms Shared

Website eMail Mobile App

Shelf Strips

Floor Graphics IVR

Digital Signage Coupons

2. Set A Bar From Which You Will NOT Compromise

Linked Liquid Loved

3. Develop Filters For Focus

Community

Curation

Connection

Creation

We’ve Been Doing This For 110+ Years.

Community

Curation

Connection

Creation

4. Context. Context. Context. Context.

PrecisionInstantPredictive

Hopes Wishes Dreams

Where She Is What She’s Doing

How She Feels

Who She Is What She Does What She Likes

5. Rewire Your Organizational Model

6. Think In Story Arcs & Content Packages

7. Avoid The Middle

Small & ScrappyThe Middle Big & Epic

• Launch Within 30 Days

• Costs Less Than $25K

• Defined KPIs For Learning

• Launch > 6 Months

• Costs More Than $250K

• Defined KPIs ROI