Content Marketing - Building The Practice Perfect

MY STORY

@Robert_Rose

Thursday, October 11, 12

I Still Get To Work With Rock Stars


1.
What is Content
2.
The CM
3.
Time To
Marketing & Why Opportunity Get It
Do You Care For Agencies Done.


1.
What is Content Marketing
& Why Do You Care


I was either going to
have to spend
2 Years teaching our
agencies to do this.
Or, I could give it
away and get straight
to work.
- J. Mildenhall


54%


Budget to License Content

Lack of Buy-In or Mgmt Support

Budget to produce content

Producing enough content

Creating content that engages

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

0% 13% 25% 38% 50%

Symptom
Not The Disease

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…


Our Software Is Great Be A Superhero
www.company.com www.company.com
Customized Software for the enterprise True software success. Free Guide -
Get A Custom Demo! To Build The Business Case.


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?


Can we create more valuable Can we create customers who
customers? will defend our brand

Can we make it easier to Can we make Customer
retain and/or upsell customers Loyalty better?


2.
The Content Marketing
Opportunity For Agencies


Anatomy Of A CM Engagement



1. Align audience
with goals

2. Identify the larger
story to be told

3. Map that story
against personas,
goals and
capabilities

4. Create plan


1. Purpose
2. Pillars Of Content
3. Measurement & ROI
Drivers
4. Content Execution
5. High Level SEO
Strategy
6. Content Creation/
Curation Workﬂow &
Process
7. Content Re-
purposing Process /
Social


1. Learn
2. Plan
Audit
Analysis
Strategy
3. Create
Workﬂow
Writing
Delivery
4. Govern
Measurement
Maintenance



1. Content Promotion
“marketing the
marketing”

2. Measurement against
story & goals

3. Content &
Conversation Plan.


It’s where most
content 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...

1. Larger story of CREO.

2. 4 Pillars Of Content

3. Measurement Goals

4. Reﬁned Audience
Personas

5. Built The Story Map


1. Deﬁned Process
2. Assigned Roles
3. Sourced All Content
4. Editorial Calendar
(First Three Months)
5. Integrated Story Map


1. Align story map &
calendar to plan
2. Sales content
scheduled
3. Work w/ agency &
sales to ensure right
calls to action

3.
Time To Get It Done.


TOTAL ENGAGEMENT 100 HOURS

ROLES:
1. CM Strategist

2. Strategy Consultant

3. Niche Expertise (Industry etc..)

4. Research (SEO, Personas,
Competitive etc..)

OUTPUT: What’s the right story and how to tell it.


TOTAL ENGAGEMENT 75 - ??? HOURS

ROLES:
1. CM Strategist

2. Content Strategists

3. Technology

4. Content Auditors (Audit Personas,
Competitive etc..)

OUTPUT:
What do we need & how we actually get this done.


TOTAL ENGAGEMENT 40+ Hours

ROLES:
1. CM Strategist

2. Marketing Strategist

3. Creative

4. Technology

OUTPUT:
Planning for “marketing the marketing”.


“My kid races 800,000 Circ.
to the mailbox” $20K Ad
$4.99 Issue

Thank You!

@Robert_Rose


Content Marketing - Building The Practice Perfect

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