My Keynote for Content Marketing World 2016 - a new hero origin story for Content Marketing - a new approach to making Content Marketing a success in business.

1. CONTENT
MARKETING
AN ORIGIN STORY

2. AS TOLD BY… RoberT Rose
Chief Strategy Advisor
Content Marketing Institute

3. Any resemblance or similarity
to content marketers
or businesses is completely…
um… intended!
@Robert_Rose

4. Chapter 1….
It was a “meh” time…
@Robert_Rose

5. Content Marketing!
DEFLATED AGAIN!
OHHH… Why does
contenT marketing
have to be so, so,
average…
@Robert_Rose
57% ASK “WHAT IS SUCCESS?”

6. mmmmpH!
DATA
36% Feel EFFECTIVE!
71% Taking first steps!
20% Committed!
95% MORE CONTENT!
@Robert_Rose
FRANK, THE MILD MANNERED CONTENT MARKETER

7. Well, Frank,
let me list
the reasons…
1.There is too much content
2.costs more than Ads…
3.It’s too slow…
4.WE CAN’T BE DIFFERENT!
5.We can’t tie it to revenue…
@Robert_Rose
DAMMIT! he’s right….

8. There is too much Content!
Oooohhh..
It’s soo000
much….
Has there ever
been a time when
we said “wow, it’s
so easy to stand
out?”
@Robert_Rose

9. The ad guy
gets all the
girls…
It costs more than ads!
@Robert_Rose
Why is Advertising
STILL the
Standard?

10. I’ve got
cold calls
to make!
IT’s TOO SLOW!
Could it be that
marketing itself
is getting
slower?
@Robert_Rose

11. Excuse Me!
I don’t have time
for “different”
ideas. We cant be different!
Really? Then you
should quit. What
you mean is you
haven’t prioritized
Being Different!
@Robert_Rose

12. We can’t tie it to revenue Make
it rain baby!
Bullshit!
Of course you can,
content isn’t
batman… It’s like
any other business
function!
@Robert_Rose

13. WHAT’RE YOU GONNA DO NOW FRANK?
I don’t know.
I’m making this
CONTENT up
as I go along.
I need… to find…
the magic…
approach…
@Robert_Rose

14. CHAPTER 2
ONCE MORE INTO THE VENN…
@Robert_Rose

15. Content marketing
is not supercharged
campaign marketing.
BUT WHAT IS.. It…
Where
are we?
We’re lost!
That’s where
we are
@Robert_Rose
FRANK GOES ON A JOURNEY….To cleveland

16. @Robert_Rose
OWNED MEDIA
PAID MEDIA
SHARED MEDIA
EARNED MEDIA
IN A DARK CAVE LIES THE SACRED VENN AMULET OF PESO…

17. @Robert_Rose
BUT A HIDDEN INSCRIPTION ON THE BACK PROVIDES A CLUE
• DO NOT FORGET!!
• MEDIA IS MADE UP
OF CONTENT
• Owned Media is different.
• It is OUR WORKING MEDIA.
IT IS THE ONLY ONE THAT IS NOT
A SHORT TERM INVESTMENT.

18. Nobody cares
about your DAMN
white paper, Frank!
Errrppp..
I can see
that now.
Content
Marketing
Isn’t about
The Content!
It’s About
The Audience.
THAt’S THE
VALUE
@Robert_Rose

19. Meanwhile…. Back at FRANK’s WORK….
@Robert_Rose

20. WHY we can’t measure it!
BECAUSE IT’S NOT OWNED MEDIA. IT’S
SIMPLY AN ALTERNATIVE FORM OF
CAMPAIGN COLLATERAL
FOR PAID, EARNED OR SHARED MEDIA
@Robert_Rose

21. WAIT…. I’VE BEEN THINKING THAT
OWNED MEDIA IS JUST CONTENT…
BUT IT’S ACTUALLY ALL CONTENT.
OWNED MEDIA IS…
ACTUALLY WORKING MEDIA!
@Robert_Rose
THE RADIOACTIVE ISOTOPE BEGINS TO AFFECT HIM…

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

23. “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

25. CHAPTER 3
A HERO REBORN
@Robert_Rose

26. IN DESPERATION…
Frank MEETS WITH A MAD
SCIENTIST, who ASKS…
@Robert_Rose

27. What if we approach
content marketing
aS STRATEGIC MEDIA,
AND not as an
alternative form
of direct
marketing?
@Robert_Rose

28. What if CONTENT
marketing not only
provided value in time - but
also created customer
experiences that
increase in value over
time?
@Robert_Rose
Of course, didn’t you see my card
ARE YOU
MAD!!

29. THE MOST EMOTIONAL CONTENT
MARKETING STORY EVER TOLD
what if we started… with the end?
THE MOST
DIFFERENTIATING
THOUGHT
LEADERSHIP
My career is
so clear now…
Tools you
can use!
@Robert_Rose

30. @Robert_Rose

31. @Robert_Rose

32. @Robert_Rose

33. THE MOST EMOTIONAL CONTENT
MARKETING STORY EVER TOLD
@Robert_Rose

34. Even if you don’t
Build it! I’ll be
there.
THINKING
STRATEGICALLY COSTS
YOU NOTHING!
AND it makes you
more handsome!
@Robert_Rose

35. But look out… mary jane has no time to be strategic…
30%Real time content
60% Campaign ASSETS
10%STRATEGIC OPERATION
@Robert_Rose

36. BUT NOW - WITH COMMITMENT - A HERO IS BORN…
30%
60%
10% Real time content
Campaign ASSETS
STRATEGIC OPERATION
@Robert_Rose

37. 4
ROI
1.
2.
3.
4.
DATA
CAMPAIGN
CUSTOMER
BUSINESS
super powers
@Robert_Rose

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

39. Data Append
Better, Prioritized,
Richer Sales leads
25 Percent
effectiveness
Digital Ad Buy
Optimize Site for
Sales +5% Leads
Marketing 2X
Faster through
pipeline
10 PERCENT
INCREASE
SUBSCRIBER ASP
20 PERCENT INCREASE
Attendance
at regional events
THE SUPER POWERS INCREASE…. OVER TIME
@Robert_Rose

40. YOUR RESULTS ARE
OFF THE CHARTS!!
BUT, DOC, Speak english! What does IT MEAN?
Opportunity +10% $200,000 / YRRich Sales leads
$10,000 / mo on
Google
$2,500/mo
$30,000 / YR
EFFECTIVE DIGITAL
MEDIA Ad Buy
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
@Robert_Rose

41. $438,000
Maybe we can do this… maybe we can save the world…
@Robert_Rose

42. WARNING!!
There is NO DASHBOARD FOR THIS
(ONLY YOU CAN CREATE THE MEASUREMENT)
@Robert_Rose

43. Design your measurement to your strategy!
they are all fighting their own battles!
@Robert_Rose

44. @Robert_Rose
“Not all value is delivered via web forms.
Value comes from trade show
conversations. It comes from forwarded
voice mails from front-desk secretaries
and it comes from mysterious, immeasurable
sources.
If you want to develop comprehensive
MEASUREMENT, you should be prepared to do
the dirty work to CONSTANTLY hunt down
VALUE from every corner of your
organization.”
- - Vishal Khanna
- Director, Wake Forest INNOVATIONS
2015 Content Marketer of The Year

45. With great power…
comes
great….
@Robert_Rose
Sweet, Sweet Budget!!

46. THIS IS WHERE THINGS CHANGE…
@Robert_Rose

47. The business case
to build, is not what
to start doing.
It’s what we should
stop doing.
@Robert_Rose

48. @Robert_Rose
CM Superhero knows
his next fight
is with….
CULTURE CHANGE.

49. THE ADVENTURE CONTINUES…
I WILL HAVE MY MARKETING AUTOMATION!
THE ATTACK OF THE EVERYTHING ELSE MONSTer!
@Robert_Rose

50. THE ADVENTURE CONTINUES…
White paper POWER POINT AUDIO MINI BOOK
bit.ly/cmsuperhero

51. THANK YOU!
RoberT Rose
Chief Strategy Advisor
Content Marketing Institute
bit.ly/cmsuperhero