Content Marketing - Building The Practice Perfect
-
Upload
robert-rose -
Category
Documents
-
view
104 -
download
1
description
Transcript of Content Marketing - Building The Practice Perfect
![Page 1: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/1.jpg)
Thursday, October 11, 12
![Page 2: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/2.jpg)
MY STORY
@Robert_Rose
Thursday, October 11, 12
![Page 3: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/3.jpg)
Thursday, October 11, 12
![Page 4: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/4.jpg)
I Still Get To Work With Rock Stars
Thursday, October 11, 12
![Page 5: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/5.jpg)
Thursday, October 11, 12
![Page 6: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/6.jpg)
Thursday, October 11, 12
![Page 7: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/7.jpg)
1.What is ContentMarketing & WhyDo You Care
2.The CMOpportunityFor Agencies
3.Time ToGet ItDone.
Thursday, October 11, 12
![Page 8: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/8.jpg)
1.What is Content Marketing
& Why Do You Care
Thursday, October 11, 12
![Page 9: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/9.jpg)
Thursday, October 11, 12
![Page 10: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/10.jpg)
Thursday, October 11, 12
![Page 11: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/11.jpg)
Thursday, October 11, 12
![Page 12: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/12.jpg)
Thursday, October 11, 12
![Page 13: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/13.jpg)
Thursday, October 11, 12
![Page 14: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/14.jpg)
Thursday, October 11, 12
![Page 15: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/15.jpg)
Thursday, October 11, 12
![Page 16: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/16.jpg)
Thursday, October 11, 12
![Page 17: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/17.jpg)
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
![Page 18: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/18.jpg)
Thursday, October 11, 12
![Page 19: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/19.jpg)
Thursday, October 11, 12
![Page 20: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/20.jpg)
54%
Thursday, October 11, 12
![Page 21: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/21.jpg)
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
![Page 22: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/22.jpg)
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
![Page 23: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/23.jpg)
Thursday, October 11, 12
![Page 24: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/24.jpg)
Thursday, October 11, 12
![Page 25: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/25.jpg)
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
![Page 26: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/26.jpg)
Thursday, October 11, 12
![Page 27: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/27.jpg)
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
![Page 28: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/28.jpg)
Thursday, October 11, 12
![Page 29: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/29.jpg)
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
![Page 30: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/30.jpg)
Thursday, October 11, 12
![Page 31: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/31.jpg)
Thursday, October 11, 12
![Page 32: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/32.jpg)
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
![Page 33: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/33.jpg)
Thursday, October 11, 12
![Page 34: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/34.jpg)
Thursday, October 11, 12
![Page 35: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/35.jpg)
Thursday, October 11, 12
![Page 36: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/36.jpg)
2.The Content Marketing
Opportunity For Agencies
Thursday, October 11, 12
![Page 37: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/37.jpg)
Anatomy Of A CM Engagement
Thursday, October 11, 12
![Page 38: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/38.jpg)
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
![Page 39: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/39.jpg)
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
![Page 40: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/40.jpg)
1. Learn2. Plan
Audit Analysis Strategy
3. Create Workflow Writing Delivery
4. Govern Measurement Maintenance
Anatomy Of A CM Engagement
Thursday, October 11, 12
![Page 41: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/41.jpg)
Anatomy Of A CM Engagement
1. Content Promotion“marketing the marketing”
2. Measurement against story & goals
3. Content & Conversation Plan.
Thursday, October 11, 12
![Page 42: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/42.jpg)
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
![Page 43: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/43.jpg)
Thursday, October 11, 12
![Page 44: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/44.jpg)
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
![Page 45: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/45.jpg)
1. Defined Process2. Assigned Roles3. Sourced All Content4. Editorial Calendar
(First Three Months)5. Integrated Story Map
Thursday, October 11, 12
![Page 46: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/46.jpg)
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
![Page 47: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/47.jpg)
3.Time To Get It Done.
Thursday, October 11, 12
![Page 48: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/48.jpg)
Thursday, October 11, 12
![Page 49: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/49.jpg)
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
![Page 50: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/50.jpg)
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
![Page 51: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/51.jpg)
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
![Page 52: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/52.jpg)
800,000 Circ.$20K Ad
$4.99 Issue
“My kid races to the mailbox”
Thursday, October 11, 12
![Page 53: Content Marketing - Building The Practice Perfect](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c7c1d24a79595e6a8b4582/html5/thumbnails/53.jpg)
Thank You!
@Robert_Rose
Thursday, October 11, 12