content marketing - taking the first beautiful steps
DESCRIPTION
My p[reTRANSCRIPT
![Page 1: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/1.jpg)
Sunday, April 21, 13
![Page 2: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/2.jpg)
Sunday, April 21, 13
![Page 3: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/3.jpg)
Sunday, April 21, 13
![Page 4: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/4.jpg)
Sunday, April 21, 13
![Page 5: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/5.jpg)
Sunday, April 21, 13
![Page 6: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/6.jpg)
Sunday, April 21, 13
![Page 7: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/7.jpg)
Sunday, April 21, 13
![Page 8: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/8.jpg)
The new nature of search marketing?
Can we drive better traffic?
Can we make re-targeting better?
Can we make PPC better?
Sunday, April 21, 13
![Page 9: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/9.jpg)
50,000 Impressions
1% CTR - (500 visitors) $6.00 CPC
30 Reqs. - 6% Conversion
10 Demos - $300 / Demo
1 Customer - $3,000
Sunday, April 21, 13
![Page 10: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/10.jpg)
50,000 Impressions
.5% CTR - (250 visitors) $6.00 CPC
30% Conv. - 75 DL’s ($20)
12% Conv. - 9 Demos ($166)
3 Customers - $500
Sunday, April 21, 13
![Page 11: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/11.jpg)
Sunday, April 21, 13
![Page 12: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/12.jpg)
Can PR really work for marketing?
Can we bring the “relations” back?
Can we become storytellers?
Can we make PR better?
Sunday, April 21, 13
![Page 13: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/13.jpg)
Sunday, April 21, 13
![Page 14: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/14.jpg)
Sunday, April 21, 13
![Page 15: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/15.jpg)
Let’s stop chasing our “long tail”
Can we create content that is liquid?Can we tell stories, not settle bets?
Can we make SEO better?
Sunday, April 21, 13
![Page 16: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/16.jpg)
Sunday, April 21, 13
![Page 17: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/17.jpg)
Future. Focused. Passionate.
Less content. Higher Quality.
One Year Later:Organic Traffic: -30%Engagement: +150%Inbound Links: +40%Social Sharing: +100%Sales: +185%
Sunday, April 21, 13
![Page 18: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/18.jpg)
Create more valuable customers?
Easier to upsell/cross sell?
Create defenders of our brand?
Can we create brand subscribers?
Sunday, April 21, 13
![Page 19: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/19.jpg)
Social to engage new prospects.
Results:3 week close instead of 1 HR.
217% more likely to make first payment and continue to make payments.
Sunday, April 21, 13
![Page 20: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/20.jpg)
B2B Services Company“okay, we’ll try this content marketing thing”
Customer Acquisition1.2x the cost1.5x as long
Sunday, April 21, 13
![Page 21: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/21.jpg)
B2B Services Company“wait for it....”
Customer AcquisitionSpent 2X as muchStayed 5X as long2X more likely to share
Sunday, April 21, 13
![Page 22: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/22.jpg)
Sunday, April 21, 13
![Page 23: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/23.jpg)
Sunday, April 21, 13
![Page 24: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/24.jpg)
24%$
18%$17%$
8%$
2012$Biggest$Challenges$
Producing$Enough$Content$
Producing$The$Kind$of$Content$That$Engages$
Lack$Of$Budget$
Lack$of$Buy@In$
Sunday, April 21, 13
![Page 25: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/25.jpg)
ATTENTION!
Sunday, April 21, 13
![Page 26: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/26.jpg)
560 / Day
Sunday, April 21, 13
![Page 27: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/27.jpg)
3,000 / Day
Sunday, April 21, 13
![Page 28: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/28.jpg)
13,000 / Day
Sunday, April 21, 13
![Page 29: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/29.jpg)
In 2013 it’s the relationship that matters. We have to not only GRAB attention. We have to hold it.- Robert Rose
Sunday, April 21, 13
![Page 30: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/30.jpg)
@ Robert_Rose
Sunday, April 21, 13
![Page 31: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/31.jpg)
@ Robert_Rose
Sunday, April 21, 13
![Page 32: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/32.jpg)
@ Robert_Rose
Sunday, April 21, 13
![Page 33: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/33.jpg)
@ Robert_Rose
Sunday, April 21, 13
![Page 34: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/34.jpg)
@ Robert_Rose
1,800,000 Views6 Years Of Human Time
1,353,000,000 Views10,425 Years Of Human Time
16 Years Of Human Time
1,353,000,000 Views10,425 Years Of Human Time
How will we everget that many....Every Hour...
Sunday, April 21, 13
![Page 35: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/35.jpg)
@ Robert_Rose
1,800,000 Views
1,353,000,000 Views10,425 Years Of Human Time
But Only 1 Counted
Sunday, April 21, 13
![Page 36: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/36.jpg)
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
How do brands differentiate?
Sunday, April 21, 13
![Page 37: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/37.jpg)
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Sunday, April 21, 13
![Page 38: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/38.jpg)
Pretentious? Overwrought? Silly?
Sunday, April 21, 13
![Page 39: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/39.jpg)
“advertising agencies were not built to deliver for “always-on” content marketing. Brands like ours need highly creative content.”
Christa Carone – CMOXerox
Sunday, April 21, 13
![Page 40: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/40.jpg)
“The challenge facing marketers is how to effectively and efficiently organize for this new, nimble era of content creation.”
Paul Matsen – CMO Cleveland Clinic
Sunday, April 21, 13
![Page 41: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/41.jpg)
“Brand storytelling is both an art and a science. If you’ve [delivered relevant, authentic experiences], your story can end up being the one that people love and more importantly remember.”
Davide Grasso VP Global Brand Marketing
Nike
Sunday, April 21, 13
![Page 42: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/42.jpg)
“The more I can use brand stories to create emotional connections to my consumers, the less I have to trade on it. ”
Jonathan Mildenhall,Worldwide VP of Creative
Coca Cola
Sunday, April 21, 13
![Page 43: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/43.jpg)
If we believe that the science of marketing can be complex enough to make “data scientists” sexy
Why is it so hard to believe that the art of marketing can be as complex as the best stories ever told?
Sunday, April 21, 13
![Page 44: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/44.jpg)
“In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?
Beth Comstock, CMOGE
We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”
Sunday, April 21, 13
![Page 45: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/45.jpg)
350,000 Views
Sunday, April 21, 13
![Page 46: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/46.jpg)
Avg. <7,000 Views
The Network Effect
New Audiences For Their Blog
Sunday, April 21, 13
![Page 47: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/47.jpg)
Target 200 Clients
Financial Services Company
150% Increase In Retention
Event, Email, Blog, Video
Sunday, April 21, 13
![Page 48: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/48.jpg)
Sunday, April 21, 13
![Page 49: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/49.jpg)
Sunday, April 21, 13
![Page 50: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/50.jpg)
Sunday, April 21, 13
![Page 51: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/51.jpg)
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Sunday, April 21, 13
![Page 52: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/52.jpg)
BUT IT HAS TO BE TRUE
Sunday, April 21, 13
![Page 53: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/53.jpg)
Sunday, April 21, 13
![Page 54: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/54.jpg)
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Thought'Leader' Storyteller'
Meet'Demand'
The'Efficient'Funnel'
Creates'Trust''
Be'found'
Generate'Awareness'
Trust'
Creates'Demand'
DifferenAates'Creates'
Evangelists'
Content'Aware'
Sunday, April 21, 13
![Page 55: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/55.jpg)
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Thought'Leader' Storyteller'
Meet'Demand'
The'Efficient'Funnel'
Creates'Trust''
Be'found'
Generate'Awareness'
Trust'
Creates'Demand'
DifferenAates'Creates'
Evangelists'
Content'Aware'
Sunday, April 21, 13
![Page 56: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/56.jpg)
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Thought'Leader' Storyteller'
Meet'Demand'
The'Efficient'Funnel'
Creates'Trust''
Be'found'
Generate'Awareness'
Trust'
Creates'Demand'
DifferenAates'Creates'
Evangelists'
Content'Aware'
Sunday, April 21, 13
![Page 57: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/57.jpg)
@ Robert_Rose
1,353,000,000 Views10,425 Years Of Human Time
Thought'Leader' Storyteller'
Meet'Demand'
The'Efficient'Funnel'
Creates'Trust''
Be'found'
Generate'Awareness'
Trust'
Creates'Demand'
DifferenAates'Creates'
Evangelists'
Content'Aware'
Sunday, April 21, 13
![Page 58: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/58.jpg)
Whidbey Island TourismContent Aware
• Increase in content, videos, e-newsletters and news
• Focused on SEO
• 60% increase in traffic
Sunday, April 21, 13
![Page 59: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/59.jpg)
Tenon Tours
Thought Leadership
Started with SEO effort - Awareness
Developed a 57% increase in traffic
Developed Landing pages w/ registration
for specialized content/itineraries
Increased leads by 504%
Increased visits-to-lead conversion rate by 285%
Increased sales revenue by 129%
Sunday, April 21, 13
![Page 60: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/60.jpg)
RCI
Storyteller
• RCI created content for its Web site
• Boutique custom-published magazine
• Created iPad App out of magazine
• Thousands of downloads
“Endless Vacation always has the most useful info, beautiful photos, and enticing stories that make me want to get off the couch and hit the road!”
- Review from iTunes Store
Sunday, April 21, 13
![Page 61: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/61.jpg)
“In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?
We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”
Beth Comstock, CMOGeneral Electric
Sunday, April 21, 13
![Page 62: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/62.jpg)
70/20/10 Investment Model
Jonathan Mildenhall,Worldwide VP of Creative
Coca Cola
Sunday, April 21, 13
![Page 63: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/63.jpg)
Sunday, April 21, 13
![Page 64: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/64.jpg)
Sunday, April 21, 13
![Page 65: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/65.jpg)
Sunday, April 21, 13
![Page 66: Content Marketing - Taking The First Beautiful Steps](https://reader033.vdocuments.net/reader033/viewer/2022060108/55514187b4c905f2288b49d8/html5/thumbnails/66.jpg)
Sunday, April 21, 13