ROGUE CONTENT MARKETING

BEFORE THE HOW, THE WHY.

SOMETHING HAPPENED TO THE INTERNET.

PANDA’S ARE THE NEW SHERRIFS.

CONTENT MARKETINGMISSES THE POINT.

LET’S DO SOMETHING SOCIAL.

LET’S DO SOMETHING BLOG-GY.

LET’S DO SOMETHING WITH INFOGRAPHICS.

WE CREATEA LOT OF NOISE THAT HAS NO VALUE.

THE KEY TO LEVERAGING THIS NEW INTERNET IS TO CREATE VALUE.BUT HOW DO YOU DO THAT?

THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BE HELPFUL.

THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BE RELEVANT.

THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BUILD COMMUNITY.

THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BE UNIQUE.

THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BE CONSISTENT.

LET’S DO SOMETHING MEANINGFUL.THIS IS MORE THAN CREATIVE ADVERTISING.

BUT,WHY?

BRANDAWARENESS

FUNNEL DECISIONS

CREATECONNECTIONS

BRAND PERSONALITY

INCREASEDFOOTPRINT

AUTHORITYAND INFLUENCE

STRATEGYCONTENTPUNCHES CONTENT MARKETING IN THE FACE.BUT WHAT EXACTLY IS IT?

STRATEGYCONTENTInspired creative pieces that attract and acquire an audience through

providing help, value, entertainment, or intrigued.

STRATEGYCONTENTAligning, distributing and promoting content pieces in ways that

specifically engage a clearly defined and understood target audience.

STRATEGYCONTENTA strategic assault of helpfulness and meaningful interactions,

leveraged effectively to drive inspired customer engagement and action.

STRATEGYCONTENTCREATING MEANINGFUL INTERACTIONS THAT INSPIRE SIGNIFICANT ACTIONS.

HOW TO SPARK ACTIONS

STOP THINKINGLIKE A BUSINESS

DETERMINE YOUR UNIQUE EXPERTISE

ARTICULATE YOURGOALS FOR CONTENT

IDENTIFY YOURECOSYSTEM

RESEARCH YOURENVIRONMENT

THINK LIKEA PUBLISHER

KILLER CONTENT REQUIRES:

STRATEGY + EXECUTION

EDITORIAL CALENDARBUILD OUT FOR EACH DELIVERABLE

TRACKING + REPORTING + EVOLVING

• Follow engagement metrics to determine the value of content. These metrics

involve time on site, bounce rates and click through’s

• Follow sharing metrics to determine effectiveness of content. These metrics

include social likes, shares, forwards, mentions, etc.

• Assess quality of awareness generated. This process researches mentions,

shares and link-backs to determine authority of content.

TRACKING + REPORTING + EVOLVING

• Monthly report to communicate progress of initiatives, giving an intensive look at

the creation and workflow.

• Quarterly report to communicate outcome of content. Report to track organic

traffic, virality, and engagement metrics to effectively show value.

TRACKING + REPORTING + EVOLVING

• “Listening” through metrics and research to understand the reach of our content

strategy in order to understand what works and what might miss the mark.

• A/B testing social headlines to determine effective promotion strategies across

social platforms – drawing maximum traffic to individual pieces of content.

• Adaptation of strategy based on metrics and insight.

@JKaufman13