Everything you need to know to get started in content marketing—from getting the rest of your company on board to measuring and optimizing your advanced operation.
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Marriott’s Publishing Empire
• 65-employee content studio
• “The Navigator Live” TV
• “Year of Surprises” short film
series
• a personalized online travel
magazine;
• In-room Oculus Rift “city tours”
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The sky is falling
For traditional advertising, the audience is fleeing the scene
• .1% Average CTR for banner ads
• .04% Average CTR for 468X60 ads
• .35% Average CTR for mobile ads
• 16% Year-over-year increase in cord cutting
• 2.9% Planning to cut cable this year
• 1/3 Of millennials claim the watch no broadcast TV
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Content to the rescue
The stampede towards content marketing is impossible to ignore.
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Feed the beast: Social
“Content marketing is the atomic
particle of all the rest of a brand’s
marketing campaigns.”
—Rebecca Lieb, Altimeter Group
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The Payoff
The dividends in content go far beyond marketing.
• sales
• employee advocacy
• customer service
• audience engagement
• thought leadership
• hiring
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Compounding Effect
• 2MM monthly visitors
• 70% or 1.4MM more than 1
month old
“That entire team could stop
blogging for a whole month and
still see 70% of the expected
results — zero work needed.”
- Jay Acunzo
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Compounding Effect
All of this relies on publishing extraordinary
content, week in, week out (or day in, day out).
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1. Voice and Mission
2. Formats and Topics
3. Calendar
4. Staff
5. Workflow
Execution Steps
52. 1. Voice and Mission
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A great mission statement speaks not only to
your content plan and goals, but also captures
who you are as a brand and as a publisher.
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Codify It
• Audience (“Protect the audience
from the dark shadow of
marketing”)
• Voice
• Reason you’re doing this
• Business objectives
Everything you do next, is set in the foundation of the mission statement.
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2. Formats and Topics
What kind of content are you
going to make?
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Email is 100x more effective
While a newsletter sent to 100,000
subscribers can easily result in
10,000 readers within a few hours, a
Facebook or Twitter update sent to
the same following is likely to produce
less than 70.
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Organic social is all about your readers’
social
The secret is that the majority of your social
media traffic will come when other people—
such as your email subscribers or influencers
you interview—share your content, not when
you share your own content.