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Content Strategy At The Edges

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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.

Veröffentlicht in: Marketing
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Content Strategy At The Edges

  1. 1. ARE YOU EXPERIENCED The State of Content Strategy Content Strategy At The Edges
  2. 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.
  3. 3. @Robert_Rose www.ReturnOnAudience.com ATTENTION Part 1 Created Industries
  4. 4. @Robert_Rose www.ReturnOnAudience.com
  5. 5. @Robert_Rose www.ReturnOnAudience.com
  6. 6. @Robert_Rose www.ReturnOnAudience.com
  7. 7. @Robert_Rose www.ReturnOnAudience.com
  8. 8. @Robert_Rose www.ReturnOnAudience.com
  9. 9. @Robert_Rose www.ReturnOnAudience.com
  10. 10. @Robert_Rose www.ReturnOnAudience.com THE MEDIA CONVINCES US THEY HAVE SOMETHING SPECIAL. ATTENTION TALENT. TRUST. TECHNOLOGY.
  11. 11. @Robert_Rose www.ReturnOnAudience.com
  12. 12. @Robert_Rose www.ReturnOnAudience.com
  13. 13. @Robert_Rose www.ReturnOnAudience.com
  14. 14. @Robert_Rose www.ReturnOnAudience.com MARKETING INVESTMENT Has always been based
 on our current relationship
 with the media.
  15. 15. @Robert_Rose www.ReturnOnAudience.com TECHNOLOGY Part 2 Disrupted The Content Industry
  16. 16. @Robert_Rose www.ReturnOnAudience.com THE DEMOCRATIZATION OF DISTRUST The opportunity isn’t in new ways to disrupt attention, it’s in developing the ability to hold it. The future is in becoming the trusted source of Interesting things.
  17. 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
  18. 18. @Robert_Rose www.ReturnOnAudience.com
  19. 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. 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
  21. 21. @Robert_Rose www.ReturnOnAudience.com ARE YOU EXPERIENCED Part 3 Audiences & The State of Content Strategy
  22. 22. @Robert_Rose www.ReturnOnAudience.com “hundreds of millions” on original content $3 million per episode OF ORIGINAL CONTENT $2.6 Billion
 on original
 content $1 Billion
 on original
 content
  23. 23. @Robert_Rose www.ReturnOnAudience.com $1 Billion
 Ad Inventory
 sold as audiences Reaching 100 million pet lovers in audience $1 Billion IN NEW PRODUCT DEVELOPMENT
  24. 24. @Robert_Rose www.ReturnOnAudience.com A TRUSTED, TRUSTING, ADDRESSABLE AUDIENCE
  25. 25. @Robert_Rose www.ReturnOnAudience.com WHAT’S IN OUR WAY 2018 CONTENT MANAGEMENT / STRATEGY RESEARCH GLOBAL IN NATURE MOSTLY LARGER 15+ industries
  26. 26. @Robert_Rose www.ReturnOnAudience.com 42% 6% 1%NO UNSURE YES! Yeah, KINd OF! 51% CONTENT IS CONSIDERED BUSINESS ASSET
  27. 27. @Robert_Rose www.ReturnOnAudience.com BUT WE STILL DON’T FEEL LIKE WE’RE SUCCESSFUL
  28. 28. @Robert_Rose www.ReturnOnAudience.com 43% 12% 45% UNSURE NO YES AND WE STILL AREN’T DOCUMENTING A STRATEGY FOR IT
  29. 29. @Robert_Rose www.ReturnOnAudience.com STILL FINDING OUR WAY WITH TECH AND AUTOMATION 11% BEGINNER 25% NOVICE 32% INTERMEDIATE 4% EXPERT 16% ADVANCED
  30. 30. @Robert_Rose www.ReturnOnAudience.com STILL STRUGGLING WITH TECHNOLOGY
 IMPLEMENTATION 37% 47% 16% NO YES Have Tech
 BUT DON’T USE IT
  31. 31. @Robert_Rose www.ReturnOnAudience.com THE BIGGEST CHALLENGES TALENT TECHNOLOGY GOVERNANCE BUDGET
  32. 32. @Robert_Rose www.ReturnOnAudience.com MEASURING TRUST Part 4 Instead of Transactions
  33. 33. @Robert_Rose www.ReturnOnAudience.com HAVEN’T WE BEEN MANAGING What We Want to Say… What They’re Interested In… RELEVANCE
  34. 34. @Robert_Rose www.ReturnOnAudience.com AND VALUE CONTEXT YOU NEED BOTH.
  35. 35. @Robert_Rose www.ReturnOnAudience.com THE RIGHT MESSAGE AT THE WRONG TIME CONTENt TECH. MARKETING TECH. SALES ENABLEMENT TECH. CUSTOMER RELATIONSHIP TECH.
  36. 36. @Robert_Rose www.ReturnOnAudience.com THE RIGHT MESSAGE AT THE WRONG TIME
  37. 37. @Robert_Rose www.ReturnOnAudience.com THE WRONG MESSAGE AT THE RIGHT TIME
  38. 38. @Robert_Rose www.ReturnOnAudience.com Content AT THE EDGES Part 4 Moving Content Closer To The Customer
  39. 39. @Robert_Rose www.ReturnOnAudience.com CUSTOMER CAMPAIGN CASH COMPETENCY AUDIENCEThen lead, opportunity
 customer, evangelist
 are simply attributes to
 that audience. AUDIENCE 1.
  40. 40. @Robert_Rose www.ReturnOnAudience.com EMOTIONALContent & Data 2. Subscribed $150 Targeted $175 Engaged $195 Trusted $225
  41. 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. 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. 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.”
  44. 44. @Robert_Rose www.ReturnOnAudience.com A BEGINNING Conclusion… Not The End
  45. 45. @Robert_Rose www.ReturnOnAudience.com
  46. 46. AUDIENCE COMPANY Become an It’s The Most Important Asset In Your Business www.ReturnOnAudience.Com

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