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These are the slides for my session at The Bolo 2012 Conference. Here I'm sharing the experiences of the strategy division of Content Marketing Institute and how we've structured a content marketing strategy/planning practice.
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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
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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
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Thursday, October 11, 12
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54%
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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…
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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.
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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?
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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
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Thursday, October 11, 12
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Thursday, October 11, 12
2.The Content Marketing
Opportunity For Agencies
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Anatomy Of A CM Engagement
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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
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1. Learn2. Plan
Audit Analysis Strategy
3. Create Workflow Writing Delivery
4. Govern Measurement Maintenance
Anatomy Of A CM Engagement
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Anatomy Of A CM Engagement
1. Content Promotion“marketing the marketing”
2. Measurement against story & goals
3. Content & Conversation Plan.
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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...
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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
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1. Defined Process2. Assigned Roles3. Sourced All Content4. Editorial Calendar
(First Three Months)5. Integrated Story Map
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1. Align story map & calendar to plan
2. Sales content scheduled
3. Work w/ agency & sales to ensure right calls to action
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3.Time To Get It Done.
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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.
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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