This is my keynote at the 2018 Intelligent Content Conference. Here I present the idea of a Content Strategy that focuses on audiences, and moving content creation as close to the customer as possible.
2. @Robert_Rose www.ReturnOnAudience.com
TRUST TO ATTENTION CREATED INDUSTRY,
THEN TECHNOLOGY DISRUPTS IT.
SUCCESS IS TRANSACTION NOT TRUST; MEASURING, THEN
SEPARATING, CONVERGED AUDIENCES.
ARE YOU EXPERIENCED?
EXPERIENCED? YOU ARE.
AUDIENCES CONVERGED.
SEPARATING THEN MEASURING TRUST, NOT TRANSACTION,
IS SUCCESS.
IT DISRUPTS TECHNOLOGY; THEN INDUSTRY
CREATED ATTENTION TO TRUST.
17. @Robert_Rose www.ReturnOnAudience.com
TRUST IS AN EMOTION IN CONTEXT
Low Risk
Deliberative
https://hbr.org/2018/01/research-how-customers-decide-whether-to-buy-from-your-website
High Risk
Intuitive
19. @Robert_Rose www.ReturnOnAudience.com
CLASSIC MARKETING / ADVERTISING
BROADCAST
AUDIENCES
VISITORS CUSTOMERS
REACH &
FREQUENCY
DEMAND
GEN
LEAD
NURTURE SALES
SHOPPERS
PLACES THE EMPHASIS OF VALUE ON THE EFFICIENCY OF THE FILTRATION OF TRUST
CLTVCOST
PER CLICK
COST
PER LEAD
COST
PER ACQUISITION
COST
PER THOUSAND
LOYALTY
ADVOCATES
20. @Robert_Rose www.ReturnOnAudience.com
CONTENT MARKETING
REACH &
FREQUENCY
ANTICIPATED
AUDIENCES
CONTENT
MARKETING
ADDRESSABLE
AUDIENCE
VALUE X
VALUES A-Z
PLACES EMPHASIS OF VALUE ON THE INCREMENTAL GROWTH OF AUDIENCE TRUST AS AN ASSET
COMPETENCY
CAMPAIGN
CUSTOMER
CASH
MODELED
AUDIENCE
TARGETED
AUDIENCES
LEADS - OPPORTUNITIES - SALES
MORE EFFICIENT ADVERTISING
REFERRALS, WOM
RETENTION / LOYALTY
REVENUE/SAVINGS
MEASURED
AUDIENCES
INSIGHT & RESEARCH
TRUSTED
AUDIENCES
41. @Robert_Rose www.ReturnOnAudience.com
Why INVEST IN CENTRALIZED content strategy?
“It’s already
hurting your
business.”
“Scaling content
Is necessary to
Feed the “digital
channel monster”
“Organized is
better than
disorganized”
OLD QUESTION:
42. @Robert_Rose www.ReturnOnAudience.com
“it balances
scalability with
consistency with
our brand”
“it gives us a
reason to tie
audiences together
and understand
the entirety of their
journey with us”
“it enables
better customer
experiences”
HOW DO WE MOVE OUR CONTENT CLOSER TO THE CUSTOMER?
NEW QUESTION:
43. @Robert_Rose www.ReturnOnAudience.com
IT STILL REQUIRES EVERYTHING WE KNOW WE NEED
TALENT. TRUST. TECHNOLOGY.
“Great content strategy doesn’t
limit where the content is
created. It seeks to ensure that
wherever content creation
happens, that it’s a great
customer experience.”