We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload. Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer. So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base? The answer is content marketing. More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve. At the Content Marketing Master Class, you’ll have a chance to learn from and interact with many of today’s top content strategists who have had a hand in shaping the industry into what it is today.

2. Welcome To
New York

5. AGENDA
!
Two Things:
1.Quick Housekeeping
2.The State of Content Marketing
3.Beginning Your Mission
!

7. WIRELESS PASSWORD

8. #CMWORLD

10. PERCENTAGE OF B2B MARKETERS
USING CONTENT MARKETING

11. Only 42% believe their
content marketing is effective

12. PERCENTAGE OF B2B MARKETERS
HAVE A DOCUMENTED CONTENT
MARKETING STRATEGY

14. Producing Enough Content

15. WHY?

17. Enabling Women to Have
More Quality Time with Their
Families

19. Enabling Teen Girls to
Be More Confident with
Their Bodies

21. Helping Men Become
Better Men

23. Help Engineers Answer
the Most Challenging
Industrial Solder
Questions

24. Think About Your
Content Marketing Mission

26. 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.

27. 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

31. Welcome To
New York

38. The true challenge is the pressure of executing fast
and chaotic change while simultaneously delivering
increasingly profitable, data-driven results.

39. marketing leaders
feel the pressure
“on the clock”

40. CMO’s feel
they don’t
have the right
people

41. CMO’s feel
unready for
technology
... and yet...

42. “Content
Marketing will have
huge effect. We
have to figure out
how to stay
relevant and
engaging.”
CMO
Fortune 500 CPG Company

43. They’re not
unaware.
!
!
They’re just
wrong.

46. “You may hate gravity.
But gravity does not care.”
- Clayton Christensen

52. 50,000 Impressions
1% CTR - (500 Visitors)
$6.00 CPC
30 Demo Requests - 6% Conversion Rate
10 Demonstrations - $300 / Demo
1 Customer - $3,000 Cost Per Customer

53. 50,000 Impressions
.5% CTR - (250 Visitors)
$6.00 CPC
75 Downloads - 30% Conversion Rate
($20 ea)
9 Demonstrations - $300 / Demo
($166)
3 Customers - $500 Cost Per Customer

60. One Year Later:
!
Organic Traffic - 30%
Engagement +150%
Inbound Links: +40%
Social Sharing +100%
Sales +185%

62. B2B Training Software Company
!
8 Months Later - Customer Acquisition:
!
1.2x the cost
1.5 x as long….
!
!
……..wait for it

63. B2B Training Software Company
!
8 Months Later - Customer Acquisition:
!
Spent 2x as much
Stayed 5X as long
2X more likely to share
!
!

66. Be'Found'
Meet'Demand'
Creates'Demand'
Differen;ates'
Generate'
Awareness'
Create'
Trust'
“You;lity”'
SEO'
Inbound'
Marke;ng'
Awareness'Builder'
Creates'
Evangelists'
Changes'Beliefs'
Nurture'Change'
Thought'Leadership'
Storyteller'

67. Financial Services Strategy Firm
!
Be'Found'
Generate'
Awareness'
The Plan
• Website: Daily - 3 “How To” Articles
• Blog: “The World’s Largest FAQ” Post
Meet'Demand'
• Social: Daily posts on FB, Twitter Etc..
Creates'Demand'
• LinkedIn: Company Page, Blog Posts
Differen;ates'
Create'
Trust'
!“You;lity”'
From Good to Better:
SEO'
Inbound'
Marke;ng'
Changes'Beliefs'
!
Nurture'Change'
SEO Results: Top 10 across 20 keywords
• Websites - 25% increase in traffic
• Blog: 100% increase in traffic
Thought'Leadership'
Storyteller'
• Social: Thousands of likes, 5K followers
•
Awareness'Builder'
Creates'
Evangelists'
!

68. Financial Services Strategy Firm
!
Meet'Demand'
Create'
Trust'
“You;lity”'
The Plan
• More traffic didn’t actually = better results
• SEO results are great - but who cares?
Creates'Demand'
• Realized - Less content and more
Differen;ates'
“tentpole pieces” and re-use provided
Creates'
better quality traffic, helped sales more.
Evangelists'
Changes'Beliefs'
!
Nurture'Change'
From Better to Great:
!
•
Thought'Leadership'
•
•
!
Research studies (6-8 weeks of production)
Storyteller'
Aggregate client data (quarterly, yearly)
Industry/Influencer expertise

69. Be'Found'
Meet'Demand'
Creates'Demand'
Differen;ates'
Generate'
Awareness'
Create'
Trust'
“You;lity”'
SEO'
Inbound'
Marke;ng'
Awareness'Builder'
Creates'
Evangelists'
Changes'Beliefs'
Nurture'Change'
Thought'Leadership'
Storyteller'

70. 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)

71. Be'Found'
Meet'Demand'
Creates'Demand'
Differen;ates'
Generate'
Awareness'
Create'
Trust'
“You;lity”'
SEO'
Inbound'
Marke;ng'
Awareness'Builder'
Creates'
Evangelists'
Changes'Beliefs'
Nurture'Change'
Thought'Leadership'
Storyteller'

72. The New Muscle
!
!
!
Not Describing Our
Becoming The

77. DEVELOP TWO IDEAS
!
A FIRST STEP -
IMPROVEMENT TO AN EXISTING APPROACH
!
!
!
!
AN IDEA FROM GOOD TO GREAT
OUT OF THE BOX

79. Jason Miller
Senior Mgr. Content Marketing
Linked-In
!
Amanda Maksymiw
Content Marketing Manager
Lattice Engines
!
Sarah Skerik
Vice President, Content Marketing
PRNewsire
!
!
Michael Gerard
CMO
Curata

82. 560 / Day
!

83. 3,000 / Day
!

84. 13,000 / Day
!

85. 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.
!

90. 1,800,000 Views
6 Years Human Time
16 Years Human Time
Every Hour...
185,000,000 Views
1,200 Years Human Time
How will we ever
get that many....

93. The Network Effect
Avg. <7,000 Views
New Audiences For Blog
1st Cisco content aired on
TV – For Free
Direct engagement with
specific customers AT&T
New York Times, Verizon

94. 1,800,000 Views
But Only 1 Counted

96. CUSTOMER:
Prod. Dev.
R&D People
Procurement
AUDIENCE:
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.

97. Welcome To Wimpy Tech
!
!
Technology company.....
!
The Windows Integrated
Management Program
(The WIMP)
!
?? Audience Personas

98. Let’s Get To The Personal UVP
!
!
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!!

99. Let’s Get To The Personal (Audience) UVP
!
!
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

100. !
!
Who Else?
Let’s Get To The Personal UVP
!
•
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?

101. Go Get The Real Story
!
!
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!
!

102. One innovative example…!
•
•
•
•
•
•
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*

104. “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

106. “People don’t buy
WHAT you do,
they buy WHY
you do it.”
- Simon Sinek

108. “The king walked through the
misty forest, the prince walked
through the misty forest and the
queen walked through the misty
forest.”
- Plot
“The king walked through the
misty forest, followed by the queen
and prince who danced through
the misty forest...
- Story
as they danced... the trees transformed into giant
dragons.....”

109. Modular Data Centers
!
Typical Services Methodology:
Plan, Design, Build, Maintain
!
Benefits/Features
We’re Better,We’re Faster,We’re Cheaper

110. 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...

111. 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
important
to CIO’s
Because our MC Data centers
are less expensive and more
agile than traditional data
centers

112. 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

113. 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.

114. 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.

115. 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.

116. 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.
5
4
!
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.
3
2
1

117. 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

119. 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.
!
!

120. 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
!
!

122. Chief
Content
Officer
Managing
Editors
Content
Producers
Content
Creators
!
1. Build the collaboration
first - then the structure.
2. Find the “pockets of
Chief
Listening
excellence” and build
Officers
on them.
3. One house. One street
one neighborhood.
!
!

123. The editorial calendar within…
The editorial calendar within…
!
The marketing calendar….
!
Within…

124. Master Calendar
Channel Calendars

125. 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.

126. 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..
!

129. 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.

132. Product&:Launch&
Cross&The&Threshold&
&
Act&1
Establishing&Hero
Editorial&Velocity&
&
&
Focus&on& customer&
pain .&What&the&ordinary&
world&is&dealing&with
&
But&There s&A&New&Way…&
&
Month&1&&&& Month&2&
Month&3&
&
&
&
&
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&
Month&4&
Month&5&
&
Act&3
Victory&L
The&New&
World
&
We re&here.
Success.&&We ve&
met&the&
challenge.&Case&
studies,&
interviews&
&
&
&

134. 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.

136. “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.”

137. BUT IT HAS TO BE TRUE

139. 70/20/10 Investment Model
!
Jonathan Mildenhall,
Worldwide VP of Creative
Coca Cola