Believe In Story - The Power of Content Creation Management

@Robert_Rose www.robert-rose.com

We’re Not In The Business Of TRUTH

Here are some things I KNOW…

I’m not really going to drag and drop my presentation on my iPad

The Doubletree hotel Social Media person is not *really* sorry to hear my problems…

Here are some things I KNOW…

The classic Coca Cola ad to teach the world to sing was completely contrived.

SIRI is not really going to bring me soup.

Here are some things I KNOW…

William Shatner is not really Captain Kirk… Ok….this one I’m not sure….

There are only 11 minutes of football in a three hour game…

�“I don’t want realism, I want magic! Yes, Magic. I try to give that to people. I don’t tell truths. I tell what ought to be the truth.”

Blanche Dubois �

List of Headlines Or things I know to be true

“If you can’t describe what your doing as a process, you don’t know what you are doing”

W. Edward Deming�

What’s The BIGGEST �

challenge to creating content?

We think we don’t know

how… We THINK we �can’t create enough

So, it’s not most valuable

use of time

Perpetuates belief we can’t �

be creative Urges us to outsource

content creation

Producing derivative, unoriginal content

Convincing us our story isn’t

interesting

We have to change The belief that we can’t produce great content.

We have to establish a process that is scalable and repeatable.

THE POWER OF BELIEF

170,000 – SAG Members 90% Unemployed 2% Make $200k+ --------------------------- 60 A-List Actors…

5 Million new businesses/yr 50,000 get $$$ 1% achieve “exit” --------------------------- 150 A-List Businesses ($100m+)

1 In 3,000…

1 In 33,000

So by the numbers…. It’s 10X harder to become a $100m business than it is to be a successful working star in Hollywood.

Did you know… It’s physically impossible to hit a professional fastball? So by the numbers… 200 ms – Visual response 250 ms – Brain/Muscle 450 ms 400 ms – Ball travel

?

-  Develop the muscle &

Have the discipline and responsibility to do it.

“creativity is not a talent. It’s a way of operating”

John Cleese

PROMOTER

PREACHER PROFESSOR

POET

PROMOTER

Needs & Wants

PREACHER

Discovery & Answers

PROFESSOR

Interest & Passions

POET

Feelings & Beliefs

Story-Driven Content Creation

Content that facilitates the sale of our product or service. Examples: The web site, our pitch,

one-sheets, case studies etc...

Attributes: Core messaging, high

velocity, Sales enablement. About US

Targets: Needs & wants Drives: Commitment

The Promoter

Best Practices…. Tim Reisterer – Corporate Visions (Concrete, Context and Contrast) Michael Weiss – Pitch Elevation (How to win the deal) Nancy Duarte – Resonate (Persuading audiences to commit)

The Promoter

Content to drive awareness of our approach. Create content in order to be found; evangelize ideas. Examples: The blog, the social

media channels. Attributes: High velocity,

Findability-driven, Awareness-focused

Targets: Discovery & Awareness Drives: Engagement

The Preacher

Best Practices…. Marcus Sheridan – The Sales Lion

(Use Content To Attract Customers) Hubspot – Inbound Marketing

(Use content to be found online)

The Preacher

Content that we create to build trust, establish our differentiated approach, and build relationships Examples: Any content that provides

“Youtility” Targets: Audience interests &

passions Drives: Meaning

The Professor

Best practices…. Jay Baer – Youtility (Content so good you’d pay for it) Ann Handley & CC Chapman – Content Rules (Share or solve; don’t shill)

The Professor

Content we create to bind our brand to our audience’s belief systems. Content that connects emotionally in order to create affinity Examples: Videos, pictures, any

content that connects to feelings.

Targets: Feelings & Beliefs Drives: Emotionality

The Poet

Best practices… Robert Rose – Content Marketing Institute (What I mostly blog about…) Carla Johnson – TypeA Communications (B2B Brand Storytelling) Youngme Moon – Different “marketing has become the soundtrack of our generation.”

The Poet

Putting It All Together Make It A Process….

INTRODUCING CCM

CONTENT CREATION MANAGEMENT

PLAN

CHECK

ACT DO

Prof. Services

Partner Marketing

Putting It All Together A B2B – Technology Company

Prod #5

Prod #6

Prod #1

Prod #2

Prod #3 Prod #4

Prod #7 Industry #1

Industry #4

Industry #2

Industry #3

500 emails per week 4 GB of Content / week And he was using…. None of it….. He made his own.

His Content

Putting It All Together A B2B – Technology Company

The PLAN Build a sales enablement content COE - Spec-Sheets, Case studies, PDF’s, emails, news-events… All the usual stuff – curated there. The DO A new process – focused on curating the tidal wave and enabling sales across the buyer’s journey… The CHECK Fueling better sales enablement THE ACT Content marketing for awareness– more leads.

The Promoter

Putting It All Together A B2B – Technology Company

The PLAN New blog team – 3 articles weekly. Top 5 reasons posts daily – High velocity shared thru social The DO Focusing on getting SEO results, and being found for new lead generation The CHECK Top 10 across 20 keywords. 100% increase in traffic. 50,000 followers across social channels The ACT Lead quality / flattened SEO results. What’s next?

The Promoter

The Preacher

A B2B – Technology Company The PLAN Decrease velocity – higher priority on tent-pole pieces. Research, aggregated data, industry influencers The DO Focus on quality, increase education across ALL services, – NPS increase among existing customers.

The Promoter The Preacher

The Professor

The CHECK Increase both number & quality of leads, anecdotal evidence of customer satisfaction – greater cross-sell opportunities. The ACT Re-brand under-way, want to connect more deeply with SMB’s and new markets

A B2B – Technology Company The PLAN Add in special, focused videos and content directed to the “owners” of SMB businesses the focus on. Change beliefs. Connect emotionally with brand. The DO Focus on what it’s like to have to make decisions about handing business to children, make decisions about expansions, retire…. Feature real stories. The CHECK Just starting….. The ACT How to integrate these things together?

Story-Driven �Content Creation It’s a Spectrum Not A Pie

Magic In The Mixing

Most common Content marketing

Brand Storytelling

Most common Content �marketing mistake

Very difficult to achieve well.

Structure – Pharma Company

Velocity…..

In-House Brand Team & Creative Agency

In-House Prod. Team / PR & Demand Agency

Marketing & Sales Enablement Teams Brand Agency & PR For Ads/Corp Comm.

Web & Demand agency teams

Team Editorial Calendars

Content Management, Publishing, Measurement

CC

M…

- CCM Center Of Excellence -

- Brand & Major Corporate Themes -

CCM – Content Creation Management Content Creation Management •  It’s a process that doesn’t exist in

most organizations – yet….

•  One of the key missing pieces to a structured content marketing approach

•  The 4 archetypes is but one way to think of it… for now… Use whatever suits…

“Until you make the unconscious conscious, it will direct your life and you will call it fate.” Carl Jung

THANK YOU @Robert_Rose