The Enterprise Content Roadmap
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Transcript of The Enterprise Content Roadmap
Tackling The Enterprise Content Roadmap
Good Morning.@adamkmiec #SMWContentRoadmap
Content Marketing
If You Want Better “Content Marketing” Make Better Products
Content Marketing Is Not Real.
Girls, we run this motha X4
Girl, who run the world? Girls
Who run the world? Girls? X4
We run this motha? Girls X4
Who run the world? Girls? X4
!
Some of them men think they freak this like we do
But, no, they don't
Make your check come at they neck
Disrespect us, no, they won't
Run The World (Girls)
6 Writers, 4 Producers
Imagine
1 Writer, 2 Producers
Imagine there's no heaven
It's easy if you try
No hell below us
Above us only sky
Imagine all the people
Living for today…
!
Imagine there's no countries
It isn't hard to do
Nothing to kill or die for
And no religion too
Imagine all the people
Living life in peace..
You may say I'm a dreamer
But I'm not the only one
I hope someday you'll join us
And the world will be as one
!
Imagine no possessions
I wonder if you can
No need for greed or hunger
A brotherhood of man
Imagine all the people
Sharing all the world...
1 Grammy. 1. Yes, I’m Serious. This Is Not A Typo.
More Content. More Often. Across More Devices.
How To Bake A Turkey
10 Best Nail Polishes
Avocados: Antioxidant Superstars
Is It a Common Cold or Allergies?
New
Historic
Bite Sized Long Form
Your Competition Is More Than Just Your Competition.
New
Historic
Bite Sized Long Form
Sourcing
Distribution Diversity
Measurement
Amplification
Mat
urity
• AVG cost per episode: $2.8MM
• AVG revenue per episode: $2.2MM
• AVG viewers per episode: 1.8MM
The Monetization Of Distribution Extends Beyond The 1st Screen.
Paying $1M Per Episode For Streaming
$10M+ In DVD Revenue
Undisclosed $M In Streaming
70/30 Rev Share Nets Millions
“Great” Content Lives Forever.
What Constitutes Quality Content?
“Great” Content Is Surprisingly Expensive $2,000* For 1 Tweet, Created In 15 Minutes
• Creative Director
• Group Creative Director
• Chief Creative Officer
• Account Director
• Technical Director
• Content Manager
• Associate Community Manager
• Senior Copywriter
• Senior Strategist
• Senior Art Director
• Group Account Director
User Generated. Out Of Focus. Record Breaker. $20M.
No Internet. No Mobile. No Streaming. No Social.
Black & White. Grainy. Real Time. 500M+ Households.
Everyone Thinks The Answer Is To Act Like A Publisher.But, Publishers Have Their Own Challenges.
1. Understand & Define The Scope Of Content
Paid Owned
Platfor
ms Shared
Website eMail Mobile App
Shelf Strips
Floor Graphics IVR
Digital Signage Coupons
2. Set A Bar From Which You Will NOT Compromise
Linked Liquid Loved
3. Develop Filters For Focus
Community
Curation
Connection
Creation
We’ve Been Doing This For 110+ Years.
Community
Curation
Connection
Creation
4. Context. Context. Context. Context.
PrecisionInstantPredictive
Hopes Wishes Dreams
Where She Is What She’s Doing
How She Feels
Who She Is What She Does What She Likes
5. Rewire Your Organizational Model
6. Think In Story Arcs & Content Packages
7. Avoid The Middle
Small & ScrappyThe Middle Big & Epic
• Launch Within 30 Days
• Costs Less Than $25K
• Defined KPIs For Learning
• Launch > 6 Months
• Costs More Than $250K
• Defined KPIs ROI