HOW CLOSE ARE YOU TO THE FUTURE? A NEW WAY OF LOOKING AT CONTENT MARKETING The transformation of communications departments both within companies and organizations and externally. What will the new type of person, and their competences, be like? What kinds of processes and technologies will make up the communications departments of the 21st century? Why can we not afford to avoid or overlook this?

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return on investment
3

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53%
“small group
serves entire co.”
36%
have a
formal strategy
71%
“just taking
first steps”
57%
“unsure of what
success is”
strategic content is stuck in “average”
*CMI & MarketingProfs 2016 Enterprise Content Marketing Study

8. @Robert_Rose 8
51%
“feel moderately
successful.”
95%
“produce same
or more content”
83%
“same or
more money”
20%
“committed to
the practice”
we’re putting our mouth where our money is
*CMI & MarketingProfs 2016 Enterprise Content Marketing Study

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10. @Robert_Rose
EASEOFREACH&FREQUENCY
High Friction
(finding them)
Medium Friction
(getting their attention)
Low Friction
(holding their attention)
10
reduce the friction between our message and reaching an audience frequently
TIME
the marketing and advertising challenge

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High
Medium
Low
EASEOFREACH&FREQUENCY
11
TIME
Investment
Content
Value
Content
Value
Content
Value
pre-digital | the campaigns | transactional

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High
Medium
Low
EASEOFREACH&FREQUENCY
INVESTMENT
12
TIME
CONTENT’S VALUE
VALUE
digital emerges | be found | inbound

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High Friction
Medium Friction
Low Friction
strategic content | be the media | brand subscriber
TIME
EASEOFREACH&FREQUENCY
INVESTMENT
13
CONTENT VALUE

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it’s not that brand subscriber is better… it’s evolved.

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Medium Friction
Low Friction
EASEOFREACH&FREQUENCY
High Friction
15
this is the transactional approach today…it’s predicated on more, faster.
it’s not that brand subscriber is better… it’s evolved.

16. @Robert_Rose
Medium Friction
Low Friction
EASEOFREACH&FREQUENCY
High Friction
16
content marketing today: stuck in average

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Content’s
Strategic
Value
Wall of
Anxiety
2005 2010 2015 2020
Business
Tactic
Marketing
Tactic
Marketing
Strategy
Business
Strategy
Business
Model
17
robert’s content value curve
Our
Remit…

18. @Robert_Rose
so, what’s next
“If a company is really going to gain the
trust of customers, it must be prepared to
offer the products and services of other
companies, even of competitors. This will
usually involve a fundamental re-
definition of the business….
Those addicted to advertising revenue
models will find it very challenging to shift
to a subscription based model.”
John Hagel
Co-Chariman, Deloitte LLP’s Center For The
Edge
18

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Content Marketing Is A Strategic Business Activity That Marketers Perform
evolved owned media is a business strategy
subscribe
an audience
win
a customer
grow
an advocate

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“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 the new form will do to all the
assumptions we had before.”
- Marshall McLuhan

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“the new medium also
changes the way
the older medium is used”
- Marshall McLuhan

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“tell me how you measure me
and will tell you how I will
behave. If you measure me in
an illogical way… do
not complain about illogical
behavior.”
- Eli Goldratt

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we still view content
through either the
transactional customer
lens, hoping for
campaign value - or
through through an
inbound lens, hoping
for magnetism.
neither is working.

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the business case for content:
It isn’t what we should start doing.
it’s what we should stop doing.

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here’s one thing we have to stop doing…

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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…

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what is your purpose?
what is your content product?

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can we, instead, invest in something of value…

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what kind of content-driven experience?
SUBSCRIBE WIN GROW
Engage Inspire Reach Evolve Nurture Enhance Retain Expand
J&J BabyCenter
Adobe CMO.Com
Kraft
Food & Family
Jyske Bank

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what kind of content-driven experience?
SUBSCRIBE WIN GROW
Engage Inspire Reach Evolve Nurture Enhance Retain Expand
Indium Engineering Blogs
Hubspot Blogs
XEROX
Chief Optimist

33. @Robert_Rose
what kind of content-driven experience?
SUBSCRIBE WIN GROW
Engage Inspire Reach Evolve Nurture Enhance Retain Expand
John Deere Furrow
SalesForce Dreamforce
Nike
Apps / Content

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PURPOSE STORY AUDIENCE PROCESS MEASURE
35
our content creation strategy framework
BUSINESS
GOALS
CONTENT
MISSION
CONTENT
STRATEGY
BUSINESS
VALUE

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DATA
37
Better marketing database
More insight into sales leads
Data append to optimize
“personalization”
Effectiveness on media buy

38. @Robert_Rose
CAMPAIGN
38
More leads
Faster leads
Higher quality
opportunities
Higher ASP

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CUSTOMER
39
Higher ASP
Higher Retention/Less
Churn
Higher Net Promoter
Score
More likely to
advocate

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BUSINESS
40
Revenue Opportunity
Reduced costs
(product or consumer
research)
Better partner
relationships

41. @Robert_Rose
Subscribers 2X faster pipeline
Increased LTV - (+10% increase in ASP)
25% effectiveness in ad buys
Data append - optimize site FOR SALES
Attendance at events +20%
DATA
CAMPAIGN
CUSTOMER
BUSINESS

42. @Robert_Rose
Data Append
Better, Prioritized,
Richer Sales leads
25%
Effectiveness
Digital Ad Buy
Optimize Site for
Sales +5% Leads
Marketing 2X
Faster through
pipeline
10%
INCREASE
SUBSCRIBER ASP
20% INCREASE
Attendance
at regional events
42
Return Doesn’t Happen All At Once
By reaching Goals, both expected and unexpected, we increase the value OVER time.

43. @Robert_Rose
1 Opportunity Per Quarter
+10%
$200,000 / YRRich Sales leads
$10,000 / mo on
Google
$2,500/mo
$30,000 / YREffective Digital Ads
200 Leads / MO /
Optimize Site for
Sales +5% LEADS
10 @ $400 CPL /
$48,000 / YR
Average Sales Price
$50,000
Increase ASP _10% $5,000/mo
$60,000 /YR
Sales
more / effective
2X
Faster pipeline $0 / yr
Increase Attendance
at regional events
Attendance +10% $100,000 yr
43
what does that really mean?
$438,000

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One Step At A Time
Slow Down. Focus On Quality.

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51. @Robert_Rose 51www.ReturnOnAudience.com