The Great Content Marketing Reboot
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Rebooting the whole idea of content marketing as a different kind of business activity, rather than as an alternative form of advertising and marketing. This was my keynote at #ContentJam16
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The Great Content Marketing Reboot
- 1. The Great CONTENT MARKETING REBOOTNew Roles & New Goals
- 2. @Robert_Rose Chief Strategy Advisor Content Marketing Institute ROBERT ROSE @Robert_Rose
- 3. @Robert_Rose
- 4. CONTENT MARKETING is dead as it turns out… @Robert_Rose
- 5. @Robert_Rose
- 6. @Robert_Rose
- 7. @Robert_Rose
- 8. @Robert_Rose
- 9. @Robert_Rose
- 10. @Robert_Rose
- 11. @Robert_Rose
- 12. is it dead? am i wrong? does it exist? @Robert_Rose
- 13. YOU SUCK AT IT! @Robert_Rose great content just create 1. is content marketing all marketing 2.
- 16. @Robert_Rose Content Marketing Is Not Batman…
- 17. @Robert_Rose less efficient 1. than advertising slower 2. than a cold call more expensive 3. than a print ad Content Marketing is often…
- 18. @Robert_Rose IN THE LONG RUN: It is easier to maintain an existing audience, than it is to reach a new one.
- 19. MEDIUM FRICTION LOW FRICTION HIGH FRICTION @Robert_Rose TIME EASEOFREACH
- 24. @Robert_Rose
- 25. Magnet Marketing? Do you remember @Robert_Rose
- 26. @Robert_Rose
- 27. @Robert_Rose
- 28. @Robert_Rose Inbound Marketing Book PublishedHubspot Founded Official Launch Website Grader Launched
- 29. @Robert_Rose First Content Marketing World
- 30. @Robert_Rose subscribe an audience win a customer grow an evangelist
- 32. Here’s what we’ve learned… @Robert_Rose
- 33. Successful Content Marketing Is Not Supercharged Campaign Marketing Content Marketing Is Not Campaign Marketing @Robert_Rose
- 34. “When any new form comes into the foreground of things, we naturally look at it through the old stereos. . . . We’re just trying to fit the old things into the new form, instead of asking what is the new form going to do to all the assumptions we had before.” - Marshall Mcluhan @Robert_Rose
- 35. What if… we approach content marketing as a different kind of business activity, rather than an alternative form of marketing? @Robert_Rose
- 36. Marketing doesn’t change content’s purpose. Content changes marketing’s purpose. @Robert_Rose
- 37. @Robert_Rose
- 38. @Robert_Rose
- 39. @Robert_Rose “I know half my advertising is wasted. The trouble is, I don’t know which half.” - John Wanamaker, 1916
- 40. 70% ad viewability is all that can be expected. - IAB, 2015 56% of display ads served on our platform are not viewable. - Google @Robert_Rose
- 41. @Robert_Rose “I know half my digital ads are blocked. The trouble is, I don’t know which half.” - Justin Timberlake, 2016
- 42. @Robert_Rose
- 43. @Robert_Rose What’s the value of a Content Brand? Function
- 44. @Robert_Rose
- 45. @Robert_Rose
- 46. @Robert_Rose
- 47. @Robert_Rose
- 48. @Robert_Rose What if we not only provide value IN time, but also create things that increase in value OVER Time?
- 49. @Robert_Rose United Technical Publishing 16 Magazines, Newsletters, 1,000,000 Subscribers Electronics Media Division 7 Magazines, Newsletters, $23 million
- 50. in every successful content-driven strategy it is the collection of assets that provides strategic value @Robert_Rose
- 51. What must get rebooted…
- 52. unable to measure strategic efficacy of the program, because it’s not a program. it’s only tactical support of collateral-based marketing. one year later, here’s what we have… a disconnected pile of assets @Robert_Rose
- 53. @Robert_Rose
- 54. @Robert_Rose
- 55. gated or ungated? what’s the blog for? why does social matter? anything working? what’s the ROI? @Robert_Rose
- 56. @Robert_Rose Here’s what has to change….
- 57. 10%Strategic Experience 30% Campaign Support 60% Ad Hoc @Robert_Rose How we spend our time…
- 59. @Robert_Rose The business case is not what to start doing. It’s what we should stop doing.
- 60. Campaign ROI Marketing database (2X faster pipeline) Customer ROI Increased loyalty - (5x subscription time) Increased LTV - (+10% increase in ASP) Data ROI Paid media (25% effectiveness in ad buys) Data append - optimize site for experience Business ROI Attendance at regional events +20% @Robert_Rose