CONTENTKING

THE ROBERT ROSE MASTERCLASS5 content marketing insights from Robert RoseMonday, July 27, 2015

#askrobertrose

ROBERT ROSE,CHIEF STRATEGY OFFICER AT THE CONTENT MARKETING INSTITUTE, IS A RECOGNISED EXPERT IN CONTENT MARKETING & DIGITAL STRATEGY.

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King Content and LinkedIn Marketing Solutions joined forces to host an exclusive masterclass featuring the brilliant marketing mind of Robert Rose.

Those lucky enough to attend learned about creating experiences for customers, evolving marketing to foster an internal content process and the importance of a documented content mission.

HERE ARE 5 KEY INSIGHTS FROM ROBERT ROSE HIMSELF.

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1.THE NEW CONTENT MARKETING ERA IS ABOUT EXPERIENCES.

Everyone is creating content, including your competitors, so the way to break through the noise is to create valuable experiences for your readers.

Content has to differentiate you from the market and be remarkable.

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We know how to create a customer. We have to evolve them and give them great experiences so that they become evangelistic.

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2.MARKETING NEEDS TO EVOLVE.

Customer service and consumers have completely changed, yet marketing has largely stayed the same. If marketers want to keep up with their customers, then content presents a great opportunity to do so.

Marketing doesn’t change content’s purpose, but content changes marketing’s purpose.

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Relationships have changed. Expectations have changed. Loyalty is now to experiences – not to a product or service.

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3.BRANDS HAVE TO ADAPT TO SUIT CONSUMER’S BUYING PROCESSES.

Buying processes have also adapted. Customers are much more savvy and educated when it comes to making purchases.

60% of the buying decision has already been made before your sales people get the call.

Content allows brands to capture customers early in the funnel, feeding them valuable information that can inform their decision later down the track.

K N O W I N G Y O U R SALES FUNNEL & MAPPING IT WITH CONTENT IS A FORMULA FOR SUCCESS.

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Make content so great they’ll keep coming back to these few strategic touchpoints. Then you can PULL them into the funnel.

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4.CONTENT IS A PROCESS, NOT A PROJECT.

Often a content marketing program is started within an organisation but it adheres to a ‘campaign marketing’ form.

For content marketing to succeed, brands need to shift their program to a content marketing process: an ongoing effort that continues to grow.

C A M PA I G N MARKETING P R O D U C E S RESULTS ON TIME.C O N T E N T MARKETING B U I L D S V A L U E OVER TIME, & I N C R E A S E S VALUE IF YOU DO IT RIGHT.

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Content rarely starts at the top. It’s about selling the process of content. It’s a process, not a project.

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5.WORK OUT YOUR DOCUMENTED CONTENT MISSION.

A content mission should cover everything you stand for. Based on the needs of your customers and prospects, it should inform your content plan.

Asking those questions and documenting your mission will help create a clear plan for your content, which in turn will increase the likelihood of success.

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CONTENTKING

Interested in learning more from Robert Rose? Read his guest post on the King Content blog.