Content Marketing Master Class - New York
-
Upload
content-marketing-institute -
Category
Business
-
view
4.524 -
download
2
Transcript of Content Marketing Master Class - New York
![Page 1: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/1.jpg)
![Page 2: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/2.jpg)
Welcome ToNew York
![Page 3: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/3.jpg)
![Page 4: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/4.jpg)
![Page 5: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/5.jpg)
AGENDA !
Two Things:1.Quick Housekeeping 2.The State of Content Marketing 3.Beginning Your Mission !
![Page 6: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/6.jpg)
![Page 7: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/7.jpg)
WIRELESS PASSWORD
![Page 8: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/8.jpg)
#CMWORLD
![Page 9: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/9.jpg)
![Page 10: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/10.jpg)
PERCENTAGE OF B2B MARKETERS USING CONTENT MARKETING
![Page 11: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/11.jpg)
Only 42% believe theircontent marketing is effective
![Page 12: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/12.jpg)
PERCENTAGE OF B2B MARKETERS HAVE A DOCUMENTED CONTENT
MARKETING STRATEGY
![Page 13: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/13.jpg)
![Page 14: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/14.jpg)
Producing Enough Content
![Page 15: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/15.jpg)
WHY?
![Page 16: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/16.jpg)
![Page 17: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/17.jpg)
Enabling Women to Have More Quality Time with Their
Families
![Page 18: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/18.jpg)
![Page 19: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/19.jpg)
Enabling Teen Girls to Be More Confident with
Their Bodies
![Page 20: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/20.jpg)
![Page 21: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/21.jpg)
Helping Men Become Better Men
![Page 22: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/22.jpg)
![Page 23: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/23.jpg)
Help Engineers Answer the Most Challenging
Industrial Solder Questions
![Page 24: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/24.jpg)
Think About Your Content Marketing Mission
![Page 25: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/25.jpg)
![Page 26: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/26.jpg)
Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
![Page 27: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/27.jpg)
Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the
Audience
![Page 28: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/28.jpg)
![Page 29: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/29.jpg)
![Page 30: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/30.jpg)
![Page 31: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/31.jpg)
Welcome ToNew York
![Page 32: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/32.jpg)
![Page 33: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/33.jpg)
![Page 34: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/34.jpg)
![Page 35: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/35.jpg)
![Page 36: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/36.jpg)
![Page 37: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/37.jpg)
![Page 38: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/38.jpg)
The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.
![Page 39: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/39.jpg)
marketing leadersfeel the pressure
“on the clock”
![Page 40: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/40.jpg)
CMO’s feelthey don’t
have the right people
![Page 41: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/41.jpg)
CMO’s feelunready for technology
... and yet...
![Page 42: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/42.jpg)
“Content Marketing will have huge effect. We have to figure out how to stay relevant and engaging.”
CMO Fortune 500 CPG Company
![Page 43: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/43.jpg)
They’re not unaware.
!
!
They’re just wrong.
![Page 44: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/44.jpg)
![Page 45: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/45.jpg)
![Page 46: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/46.jpg)
“You may hate gravity. But gravity does not care.” - Clayton Christensen
![Page 47: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/47.jpg)
![Page 48: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/48.jpg)
![Page 49: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/49.jpg)
![Page 50: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/50.jpg)
![Page 51: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/51.jpg)
![Page 52: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/52.jpg)
30 Demo Requests - 6% Conversion Rate
10 Demonstrations - $300 / Demo
1 Customer - $3,000 Cost Per Customer
50,000 Impressions1% CTR - (500 Visitors)
$6.00 CPC
![Page 53: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/53.jpg)
75 Downloads - 30% Conversion Rate ($20 ea)
9 Demonstrations - $300 / Demo($166)
3 Customers - $500 Cost Per Customer
50,000 Impressions.5% CTR - (250 Visitors)
$6.00 CPC
![Page 54: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/54.jpg)
![Page 55: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/55.jpg)
![Page 56: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/56.jpg)
![Page 57: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/57.jpg)
![Page 58: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/58.jpg)
![Page 59: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/59.jpg)
![Page 60: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/60.jpg)
One Year Later: !
Organic Traffic - 30%Engagement +150% Inbound Links: +40%
Social Sharing +100% Sales +185%
![Page 61: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/61.jpg)
![Page 62: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/62.jpg)
B2B Training Software Company !
8 Months Later - Customer Acquisition: !
1.2x the cost 1.5 x as long…. !
!
……..wait for it
![Page 63: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/63.jpg)
B2B Training Software Company !
8 Months Later - Customer Acquisition: !
Spent 2x as much Stayed 5X as long 2X more likely to share !
!
![Page 64: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/64.jpg)
![Page 65: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/65.jpg)
![Page 66: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/66.jpg)
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
![Page 67: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/67.jpg)
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
Financial Services Strategy Firm !
The Plan • Website: Daily - 3 “How To” Articles • Blog: “The World’s Largest FAQ” Post • Social: Daily posts on FB, Twitter Etc.. • LinkedIn: Company Page, Blog Posts
!
From Good to Better: !
• SEO Results: Top 10 across 20 keywords • Websites - 25% increase in traffic • Blog: 100% increase in traffic • Social: Thousands of likes, 5K followers
!
!
![Page 68: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/68.jpg)
Financial Services Strategy Firm !
The Plan • More traffic didn’t actually = better results • SEO results are great - but who cares? • Realized - Less content and more
“tentpole pieces” and re-use provided better quality traffic, helped sales more.
!
From Better to Great: !
• Research studies (6-8 weeks of production) • Aggregate client data (quarterly, yearly) • Industry/Influencer expertise
!
!
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
![Page 69: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/69.jpg)
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
![Page 70: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/70.jpg)
Financial Services Strategy Firm !
• Average Approx 100 Subscribers • Passionate Subscribers • Top 5 reason for renewal • 4 New engagements from new clients
!
!
• “You Are The Program” Conference • 150 Attendees (Limited) • Waiting list now • 25 new projects (hallway conversations)
!
!
![Page 71: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/71.jpg)
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
![Page 72: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/72.jpg)
The New Muscle !
!
!
Not Describing Our Becoming The
![Page 73: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/73.jpg)
![Page 74: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/74.jpg)
![Page 75: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/75.jpg)
![Page 76: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/76.jpg)
![Page 77: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/77.jpg)
DEVELOP TWO IDEAS !
A FIRST STEP - IMPROVEMENT TO AN EXISTING APPROACH !
!
!
!
AN IDEA FROM GOOD TO GREAT OUT OF THE BOX
![Page 78: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/78.jpg)
![Page 79: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/79.jpg)
Jason Miller Senior Mgr. Content MarketingLinked-In !
Amanda Maksymiw Content Marketing Manager Lattice Engines !
Sarah Skerik Vice President, Content Marketing PRNewsire !
!
Michael Gerard CMO Curata
![Page 80: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/80.jpg)
![Page 81: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/81.jpg)
![Page 82: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/82.jpg)
560 / Day !
![Page 83: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/83.jpg)
3,000 / Day !
![Page 84: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/84.jpg)
13,000 / Day !
![Page 85: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/85.jpg)
In 2014 it’s the relationship that matters. We have to not only GRAB attention from the audiences that matter. We have to hold it, so that WE matter to them. !
![Page 86: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/86.jpg)
![Page 87: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/87.jpg)
![Page 88: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/88.jpg)
![Page 89: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/89.jpg)
![Page 90: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/90.jpg)
1,800,000 Views 6 Years Human Time
185,000,000 Views 1,200 Years Human Time
16 Years Human Time How will we ever get that many....Every Hour...
![Page 91: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/91.jpg)
![Page 92: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/92.jpg)
![Page 93: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/93.jpg)
Avg. <7,000 Views
The Network Effect
New Audiences For Blog
Direct engagement with specific customers AT&T New York Times, Verizon
1st Cisco content aired on TV – For Free
![Page 94: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/94.jpg)
1,800,000 Views But Only 1 Counted
![Page 95: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/95.jpg)
![Page 96: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/96.jpg)
Prod. Dev. R&D People Procurement
CUSTOMER: CEO’s Associations Food Magazine Editors Chefs / Bartenders Planners
A Different Story: Instead of creating content trying to influence the Product Development people. !Create content around being a “taste-maker” and influence Chefs and Bartenders about the newest flavors that are becoming Hip.
AUDIENCE:
![Page 97: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/97.jpg)
!
!
Technology company..... !
The Windows Integrated Management Program (The WIMP) !
?? Audience Personas
Welcome To Wimpy Tech
![Page 98: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/98.jpg)
!
!
Meet Jeremy !
• Mid 30’s – Coffee lover • Works at a bank • Responds to email; phone not so much. • Frustrated because his company is growing too fast to keep up with support
• Young, family man
• Sales USP: Enable Jeremy to be 25% more effecQve!
• Personal (Audience) UVP: Give me more Qme to be me!!
Let’s Get To The Personal UVP
![Page 99: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/99.jpg)
!
!
Meet Cheryl !
• CFO for the bank -‐ actually signs the check for Wimply Tech •Sales USP: Save hundreds of thousands of dollars • Personal UVP: Make me a CFO Rockstar in my industry
Let’s Get To The Personal (Audience) UVP
![Page 100: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/100.jpg)
!
!
Who Else? !
• Who else might be an influencer / audience persona? • While you think... Maybe some other examples...
!
The Keys To Audience Personas
• Detail -‐ make them real people • Understand their moQvaQon • What is VALUE for them • What EMOTIONAL CONNECTION can we make with them?
Let’s Get To The Personal UVP
![Page 101: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/101.jpg)
!
!
Put your reporter hat on... !
• WHO is the persona ... emoQonally adached • WHAT does he/she do? What does her day look like? • WHERE is the gap in his needs/wants? Even beyond our product or service? • WHEN do they need to close this gap? • WHY does he care about US -‐ Not our product!
!
Go Get The Real Story
![Page 102: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/102.jpg)
• Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*• Visited*30*Customers*in*10*ci?es*over*12*Weeks**• NOT*About*Product*–*About*Connec?on*• Discoveries*Galore…*Photos*Galore…*Stories*Galore…*• They*didn’t*care*about*75%*the*stuff*we*were*talking*about.*• Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*
One innovative example…!
![Page 103: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/103.jpg)
![Page 104: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/104.jpg)
“Today, TV is a bigger business than the old narrowly defined movie business ever was. !
Had Hollywood been customer-oriented (providing entertainment) rather than product oriented (making movies), would it have gone through the fiscal purgatory that it did?” !
- Theodore Levitt Marketing Myopia
![Page 105: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/105.jpg)
![Page 106: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/106.jpg)
“People don’t buy WHAT you do, they buy WHY you do it.”
- Simon Sinek
![Page 107: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/107.jpg)
![Page 108: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/108.jpg)
“The king walked through the misty forest, the prince walked through the misty forest and the queen walked through the misty forest.”
- Plot
as they danced... the trees transformed into giant dragons.....”
“The king walked through the misty forest, followed by the queen and prince who danced through the misty forest...
- Story
![Page 109: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/109.jpg)
Modular Data Centers !
Typical Services Methodology: Plan, Design, Build, Maintain !
Benefits/Features We’re Better, We’re Faster, We’re Cheaper
![Page 110: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/110.jpg)
Getting to why.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic/Idea: Modularized Data Centers: The Future
!
!
Blogs talking about how they work Show success stories about them... case studies Cool video of time lapse of building one... How our company does them faster... Types of infrastructures - detailed specifications...
![Page 111: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/111.jpg)
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is this topic importantto CIO’s
Because our MC Data centersare less expensive and more agile than traditional data centers
![Page 112: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/112.jpg)
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is it important for CIO’s to have less expensive and more agile data centers?
Because the needs of computing in the business are rising exponentially, and CIO’s need to have faster/less expensive ways to manage their costs
![Page 113: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/113.jpg)
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is it important for CIO’s to know about ways to manage costs and be faster?
Because if they stay current with these future trends, then they can expand their business more quickly and have a competitive advantage.
![Page 114: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/114.jpg)
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is it important for CIO’s to about how future trends can give their business a competitive advantage.
Because if they don’t stay ahead of the curve, their company may go out of business, or they may be out of a job.
![Page 115: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/115.jpg)
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is that important to CIO’s?
Because their livelihood depends on having this knowledge.
![Page 116: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/116.jpg)
And Now A Bit Of Magic... !!!We believe in the office of the CIO !
But things are changing fast - and in order for them to stay competitive on the job market, they must stay ahead of the curve or they (or their company) will be out of business. !
So, we help them stay current by delivering the most important future trends to help them expand their business and create competitive advantage. !
The needs of business computing are rising exponentially, and CIO’s must keep up with ways to do things faster, and less expensively. !
Modularized, Containerized Data centers - and the trends and best practices in deploying them are a powerful new way for the CIO to stay competitive.
5
4
3
2
1
![Page 117: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/117.jpg)
Getting to why.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic/Idea: The Lean And Mean CIO !
!
!
!
Why You aren’t ready for a mission critical business? CIO Profiles: The missing component from a mission critical career?
Is Big Data Portable - Smart CIO’s Are Making Big Data Smaller.... Are YOU ready for Global data management
![Page 118: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/118.jpg)
![Page 119: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/119.jpg)
GET TO THE STORY !
Take One Of Your Ideas From Before Decide on an audience persona for whom you will develop this. !
Find a partner, and go through the “5 Why’s”. Get to your deeper story. !
!
![Page 120: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/120.jpg)
Develop your pitch. !
1. What’s the story. 2. How does it work across channels
and across functional areas. 3. Bonus for mixing models across
groups and channels !
!
![Page 121: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/121.jpg)
![Page 122: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/122.jpg)
Chief Content Officer
Managing Editors
Content Producers
Chief Listening Officers
Content Creators
!
1. Build the collaboration first - then the structure.
2. Find the “pockets of excellence” and build on them.
3. One house. One streetone neighborhood.
!
!
![Page 123: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/123.jpg)
The editorial calendar within…
The editorial calendar within… !
The marketing calendar…. !
Within…
![Page 124: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/124.jpg)
Master Calendar
Channel Calendars
![Page 125: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/125.jpg)
A good EC is more than just slotting random content into a datebook. !
Maps to the story, our personas, the engagement cycle and our overall goals. !
It gives us the ability to plan, react and keep on track with measurement. !
Collaboration tool for other members of the team.
![Page 126: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/126.jpg)
Prioritized list of what/when/where you are publishing based on story map. !
Assigned Managing Editor / Content Creator. !
Dates - creation, due, finalize, legal, archive etc.. !
Metadata for insight and organization - could be personas, engagement cycle, legal etc.. !
![Page 127: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/127.jpg)
![Page 128: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/128.jpg)
![Page 129: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/129.jpg)
Goals Can Be Set By Content by Persona Etc.. !
An integrated editorial calendar Enables you to see where the content marketing is, or isn’t having effect.
![Page 130: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/130.jpg)
![Page 131: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/131.jpg)
![Page 132: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/132.jpg)
Month&1&&&& Month&2& Month&3& Month&4& Month&5& Month&6& Month&7&
Act&2&“Establishing&Vision”&
&The&New&Way.&Focus&on&“best&pracCces”.&&&
&Introduce&Social&Web&
ConversaCon&–&Challenge&the&status&quo.&We’re&facing&the&challenges&
Act&3&“Victory&L&The&New&World”&
&“We’re&here.&
Success.&&We’ve&met&the&
challenge.&Case&studies,&
interviews&
Cross&The&Threshold&
Product&:Launch&
Editorial&V
elocity&
Act&1&“Establishing&Hero”&
&
Focus&on&“customer&pain”.&What&the&ordinary&world&is&dealing&with&
&But&There’s&A&New&Way…&
![Page 133: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/133.jpg)
![Page 134: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/134.jpg)
Take your “pitch idea” and start your story map. What does it look like? !
Identify phases, rollout among channels and identify the metrics for success. !
It becomes your pitch to the CEO for taking your content marketing to the next level.
![Page 135: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/135.jpg)
![Page 136: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/136.jpg)
“The big question is whether you are going to be able to say a hearty yes to your adventure.” !
“The goal of life is to make your heartbeat match the beat of the universe, to match your nature with nature.”
![Page 137: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/137.jpg)
BUT IT HAS TO BE TRUE
![Page 138: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/138.jpg)
![Page 139: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/139.jpg)
70/20/10 Investment Model !
Jonathan Mildenhall, Worldwide VP of Creative
Coca Cola
![Page 140: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/140.jpg)
![Page 141: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/141.jpg)
![Page 142: Content Marketing Master Class - New York](https://reader037.fdocuments.in/reader037/viewer/2022103121/55d4982cbb61eb8b698b4621/html5/thumbnails/142.jpg)