Content Marketing - Building The Practice Perfect

Thursday, October 11, 12

MY STORY

@Robert_Rose

Thursday, October 11, 12

Thursday, October 11, 12

I Still Get To Work With Rock Stars

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

1.What is ContentMarketing & WhyDo You Care

2.The CMOpportunityFor Agencies

3.Time ToGet ItDone.

Thursday, October 11, 12

1.What is Content Marketing

& Why Do You Care

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

I was either going to have to spend2 Years teaching our agencies to do this.Or, I could give it away and get straight to work. - J. Mildenhall

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

54%

Thursday, October 11, 12

0% 13% 25% 38% 50%

Budget to License Content

Lack of Buy-In or Mgmt Support

Budget to produce content

Producing enough content

Creating content that engages

Thursday, October 11, 12

0% 13% 25% 38% 50%

Budget to License Content

Lack of Buy-In or Mgmt Support

Budget to produce content

Producing enough content

Creating content that engages

SymptomNot The Disease

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Can we make sense of the true nature of Search?

Can we drive better traffic?

Can we actually make a business case for a retargeting network?

Can we make PPC better…

Thursday, October 11, 12

Thursday, October 11, 12

Our Software Is Greatwww.company.comCustomized Software for the enterpriseGet A Custom Demo!

Be A Superherowww.company.comTrue software success. Free Guide - To Build The Business Case.

Thursday, October 11, 12

Thursday, October 11, 12

Can we make PR really work for marketing.

Can we bring the “relations” back to public relations.

Can we become thought leaders and tell human stories instead of canned releases….

Can we make PR better?

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Can we create customers who will defend our brand

Can we make CustomerLoyalty better?

Can we create more valuable customers?

Can we make it easier toretain and/or upsell customers

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

2.The Content Marketing

Opportunity For Agencies

Thursday, October 11, 12

Anatomy Of A CM Engagement

Thursday, October 11, 12

Anatomy Of A CM Engagement

1. Align audiencewith goals

2. Identify the larger story to be told

3. Map that story against personas, goals and capabilities

4. Create plan

Thursday, October 11, 12

Anatomy Of A CM Engagement1. Purpose2. Pillars Of Content3. Measurement & ROI

Drivers4. Content Execution5. High Level SEO

Strategy6. Content Creation/

Curation Workflow & Process

7. Content Re-purposing Process / Social

Thursday, October 11, 12

1. Learn2. Plan

Audit Analysis Strategy

3. Create Workflow Writing Delivery

4. Govern Measurement Maintenance

Anatomy Of A CM Engagement

Thursday, October 11, 12

Anatomy Of A CM Engagement

1. Content Promotion“marketing the marketing”

2. Measurement against story & goals

3. Content & Conversation Plan.

Thursday, October 11, 12

It’s where mostcontent agencies start.

Google  sez  there’s  4  million  ways  to  say

We  listen  to  you...We  repeat  it  back...We  design  it...We  develop  it...We  help  you  maintain/measure  it...

Thursday, October 11, 12

Thursday, October 11, 12

1. Larger story of CREO.

2. 4 Pillars Of Content

3. Measurement Goals

4. Refined Audience Personas

5. Built The Story Map

Thursday, October 11, 12

1. Defined Process2. Assigned Roles3. Sourced All Content4. Editorial Calendar

(First Three Months)5. Integrated Story Map

Thursday, October 11, 12

1. Align story map & calendar to plan

2. Sales content scheduled

3. Work w/ agency & sales to ensure right calls to action

Thursday, October 11, 12

3.Time To Get It Done.

Thursday, October 11, 12

Thursday, October 11, 12

ROLES:1. CM Strategist

2. Strategy Consultant

3. Niche Expertise (Industry etc..)

4. Research (SEO, Personas, Competitive etc..)

TOTAL ENGAGEMENT 100 HOURS

OUTPUT: What’s the right story and how to tell it.

Thursday, October 11, 12

ROLES:1. CM Strategist

2. Content Strategists

3. Technology

4. Content Auditors (Audit Personas, Competitive etc..)

TOTAL ENGAGEMENT 75 - ??? HOURS

OUTPUT: What do we need & how we actually get this done.

Thursday, October 11, 12

ROLES:1. CM Strategist

2. Marketing Strategist

3. Creative

4. Technology

TOTAL ENGAGEMENT 40+ Hours

OUTPUT: Planning for “marketing the marketing”.

Thursday, October 11, 12

800,000 Circ.$20K Ad

$4.99 Issue

“My kid races to the mailbox”

Thursday, October 11, 12

Thank You!

@Robert_Rose

Thursday, October 11, 12