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Content Marketing
Playbook

BEN PLOMION,
VP of Marketing
@benplomion
Chapter 1
Setting the stage
Chapter 1: Setting the stage

Remember push marketing
Chapter 1: Setting the stage

The power has long shifted to buyers
Chapter 1: Setting the stage

And they want useful information
Chapter 1: Setting the stage

The truth of today’s marketing

-David Meerman Scott
Chapter 1: Setting the stage

What is content marketing anyway?
Chapter 1: Setting the stage

It’s pretty cool
Chapter 1: Setting the stage

It’s efficient and effective
Chapter 1: Setting the stage

It looks beautiful
Chapter 1: Setting the stage

The content marketing funnel
Chapter 2
The 5 C’s
Chapter 2: The 5 C’s

The 5 C’s of effective content
marketing
Chapter 2: The 5 C’s

What’s your business goal?
• Your business strategy dictates your content strategy
• Be clear on your set of objectives before you start

• Content marketing isn’t for everyone
• You can’t do it on your own

• Have your KPIs ready out of the gate
• You don’t need another agency
Content Marketing Playbook
Chapter 2: The 5 C’s

Everyone has a good story
to tell
• Producing content is a mindset. Content is
everywhere
• Everyone will help you make a movie. Everyone will
help you write a story
• Journalists don’t have a 2 year plan. Be nimble
• Prospects through the sales funnel will engage with
different types of content
• You can’t always control the narrative
Content Marketing Playbook
Chapter 2: The 5 C’s

Make the most out of other’s
content
• Finding and organizing good content is a skill

• The most powerful forms of content is to highjack the
news
• Be ready to let go of your content

• When you have something good, just re-use it over
and over
• Co-branded content is a great idea, but hard to do
Content Marketing Playbook
Chapter 2: The 5 C’s

Good content needs good
distribution
• Are you distributing the right content to the right
people?

• Different formats will need different distribution
channels
• Make it easy to share

• Marketing automation can help
• Direct mail is everything but dead
Content Marketing Playbook
Chapter 2: The 5 C’s

Measuring results
• Your content strategy is designed to push prospects
through the sales funnel
• Each stage of the funnel uses a different set of KPIs
• Content marketing shares the same pain as display.
Click-through doesn’t tell the full story

• Do not underestimate the power of anecdotes from
clients and prospects
• ROI analysis should take into account headcount
Chapter 3
Roadblocks
Chapter 3: Roadblocks

Most common questions
• How do I create a content mindset within my
organizations?
• How can I get my CEO on board?
• How can I operationalize the production and distribution of
my content?
• Do I need a PR agency?
• How do I measure success initially?
• Where can I find great writers?
Chapter 4
2014 Predictions
Chapter 4: 2014 Predictions

Get ahead of the game
Text
The rise of dedicated budgets for
content marketing

Budgets will remain small (less than 25% of spend) but will continue to
grow in double digits. Budgets will come from traditional advertising and
digital advertising

The ‘me too’ content platform

CMOs will be judged by their ability to create a content platform, and
engage with clients. Every CMO will try. Not everyone will succeed.

The ‘ConTech’ industry

A new 'con' tech ecosystem will emerge. There's so much that the likes
of Marketo and HubSpot can do. The future will go beyond automation
and place more value on story ideation and production

There will be better ways to
measure success

The ad versus content battle

Measuring the success of content marketing will continue to be a major
obstacle to the industry's growth. It’s time that attribution tools go
beyond advertising
Content marketers and media planners will fight for the CMO's
attention. Unless native advertising saves them all.
ben@chango.co
m

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Content Marketing Playbook

  • 3. Chapter 1: Setting the stage Remember push marketing
  • 4. Chapter 1: Setting the stage The power has long shifted to buyers
  • 5. Chapter 1: Setting the stage And they want useful information
  • 6. Chapter 1: Setting the stage The truth of today’s marketing -David Meerman Scott
  • 7. Chapter 1: Setting the stage What is content marketing anyway?
  • 8. Chapter 1: Setting the stage It’s pretty cool
  • 9. Chapter 1: Setting the stage It’s efficient and effective
  • 10. Chapter 1: Setting the stage It looks beautiful
  • 11. Chapter 1: Setting the stage The content marketing funnel
  • 13. Chapter 2: The 5 C’s The 5 C’s of effective content marketing
  • 14. Chapter 2: The 5 C’s What’s your business goal? • Your business strategy dictates your content strategy • Be clear on your set of objectives before you start • Content marketing isn’t for everyone • You can’t do it on your own • Have your KPIs ready out of the gate • You don’t need another agency
  • 16. Chapter 2: The 5 C’s Everyone has a good story to tell • Producing content is a mindset. Content is everywhere • Everyone will help you make a movie. Everyone will help you write a story • Journalists don’t have a 2 year plan. Be nimble • Prospects through the sales funnel will engage with different types of content • You can’t always control the narrative
  • 18. Chapter 2: The 5 C’s Make the most out of other’s content • Finding and organizing good content is a skill • The most powerful forms of content is to highjack the news • Be ready to let go of your content • When you have something good, just re-use it over and over • Co-branded content is a great idea, but hard to do
  • 20. Chapter 2: The 5 C’s Good content needs good distribution • Are you distributing the right content to the right people? • Different formats will need different distribution channels • Make it easy to share • Marketing automation can help • Direct mail is everything but dead
  • 22. Chapter 2: The 5 C’s Measuring results • Your content strategy is designed to push prospects through the sales funnel • Each stage of the funnel uses a different set of KPIs • Content marketing shares the same pain as display. Click-through doesn’t tell the full story • Do not underestimate the power of anecdotes from clients and prospects • ROI analysis should take into account headcount
  • 24. Chapter 3: Roadblocks Most common questions • How do I create a content mindset within my organizations? • How can I get my CEO on board? • How can I operationalize the production and distribution of my content? • Do I need a PR agency? • How do I measure success initially? • Where can I find great writers?
  • 26. Chapter 4: 2014 Predictions Get ahead of the game Text The rise of dedicated budgets for content marketing Budgets will remain small (less than 25% of spend) but will continue to grow in double digits. Budgets will come from traditional advertising and digital advertising The ‘me too’ content platform CMOs will be judged by their ability to create a content platform, and engage with clients. Every CMO will try. Not everyone will succeed. The ‘ConTech’ industry A new 'con' tech ecosystem will emerge. There's so much that the likes of Marketo and HubSpot can do. The future will go beyond automation and place more value on story ideation and production There will be better ways to measure success The ad versus content battle Measuring the success of content marketing will continue to be a major obstacle to the industry's growth. It’s time that attribution tools go beyond advertising Content marketers and media planners will fight for the CMO's attention. Unless native advertising saves them all.

Notas del editor

  1. According to Jan Brandt, CMO of AOL in the 90s, more than $300 million was spent in sending AOL promotional CDs. At one point, 50% of the CD's produced worldwide had an AOL logo on it. We were logging in new subscribers at the rate of one every six seconds.
  2. You can talk about your product all you want but frankly no one cares. In B2B you're most likely talking to marketers. It’s easy to get caught up in the industry speak and technology achievements when you are talking to Business vs Consumer but honestly they do not care about your technology.. At all. They want results. They want something new. Give them interesting content.
  3. Started with crappy blog and media relations
  4. Content marketing has exploded25% of marketing budgets go to contentInteresting content is a top 3 reason why consumers follow brands2 out of 3 agencies list content marketing as a top priority in 2014
  5. More than 75% of our leads came from content marketing.
  6. Now we have a library
  7. 1. Marketers will have dedicated budget for their content marketing effortsBudgets will remain small (less than 25% of spend) but will continue to grow in double digits. Budgets will come from traditional advertising and digital advertising 2. CMOs will be judged by their ability to create a content platform, and engage with clientsEvery CMO will try. Not everyone will succeed. 3. A new 'con' tech ecosystem will emergeThere's so much that the likes of Marketo and HubSpot can do. The future will go beyond automation and place more value on human intellectual (i.e Contently)4. Measuring the success of content marketing will continue to be a major obstacle to the industry's growthIt's about time that a Convertro or Adometry launches a product for content marketers5. Content marketers and media planners will fight for the CMO's attentionUnless native advertising saves them all.