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The Great Content Marketing Reboot
The document argues that traditional content marketing is facing a crisis and suggests redefining it as a distinct business activity rather than just an alternative marketing strategy. It emphasizes the importance of strategic planning and audience engagement over mere tactical support and highlights the need to measure content's effectiveness in terms of long-term value. The document concludes with a call to focus on creating valuable content that evolves and maintains audience loyalty while re-evaluating existing marketing practices.
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The Great Content Marketing Reboot
- 1. The Great CONTENT MARKETING REBOOTNewRoles & New Goals
- 2. @Robert_Rose Chief Strategy Advisor ContentMarketing Institute ROBERT ROSE @Robert_Rose
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- 4. CONTENT MARKETING is dead as itturns out… @Robert_Rose
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- 12. is it dead? am i wrong? doesit exist? @Robert_Rose
- 13. YOU SUCK ATIT! @Robert_Rose great content just create 1. is content marketing all marketing 2.
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- 16. @Robert_Rose Content Marketing IsNot Batman…
- 17. @Robert_Rose less efficient 1. than advertising slower 2. than acold call more expensive 3. than a print ad Content Marketing is often…
- 18. @Robert_Rose IN THE LONGRUN: It is easier to maintain an existing audience, than it is to reach a new one.
- 19. MEDIUM FRICTION LOW FRICTION HIGHFRICTION @Robert_Rose TIME EASEOFREACH
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- 25. Magnet Marketing? Do youremember @Robert_Rose
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- 32. Here’s what we’velearned… @Robert_Rose
- 33. Successful Content Marketing IsNot Supercharged Campaign Marketing Content Marketing Is Not Campaign Marketing @Robert_Rose
- 34. “When any newform 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
- 35. What if… we approachcontent marketing as a different kind of business activity, rather than an alternative form of marketing? @Robert_Rose
- 36. Marketing doesn’t change content’s purpose. Content changesmarketing’s purpose. @Robert_Rose
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- 39. @Robert_Rose “I know halfmy advertising is wasted. The trouble is, I don’t know which half.” - John Wanamaker, 1916
- 40. 70% ad viewabilityis all that can be expected. - IAB, 2015 56% of display ads served on our platform are not viewable. - Google @Robert_Rose
- 41. @Robert_Rose “I know halfmy digital ads are blocked. The trouble is, I don’t know which half.” - Justin Timberlake, 2016
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- 43. @Robert_Rose What’s the value ofa Content Brand? Function
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- 48. @Robert_Rose What if wenot only provide value IN time, but also create things that increase in value OVER Time?
- 49. @Robert_Rose United Technical Publishing 16Magazines, Newsletters, 1,000,000 Subscribers Electronics Media Division 7 Magazines, Newsletters, $23 million
- 50. in every successful content-driven strategy it isthe collection of assets that provides strategic value @Robert_Rose
- 51. What must getrebooted…
- 52. unable to measurestrategic efficacy of the program, because it’s not a program. it’s only tactical support of collateral-based marketing. one year later, here’s what we have… a disconnected pile of assets @Robert_Rose
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- 55. gated or ungated? what’sthe blog for? why does social matter? anything working? what’s the ROI? @Robert_Rose
- 56. @Robert_Rose Here’s what hasto change….
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- 59. @Robert_Rose The business case isnot what to start doing. It’s what we should stop doing.
- 60. Campaign ROI Marketing database(2X faster pipeline) Customer ROI Increased loyalty - (5x subscription time) Increased LTV - (+10% increase in ASP) Data ROI Paid media (25% effectiveness in ad buys) Data append - optimize site for experience Business ROI Attendance at regional events +20% @Robert_Rose
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