The session gave a look at trends in 2016 across small business, mid size business and enterprises in what was popular in content marketing. The PPT deck focuses on how to go small to go big by getting creative with even a small budget to do big things with your content marketing. This deck was 1 of 2 given during that session that rocked a full house. The other deck can be found at http://www.slideshare.net/MattSiltala/content-marketing-trends-20162017-pubcon-vegas-2016

1. #pubcon

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Who is Dave Rohrer?
• Once was a web developer.
• Spent ~10 years in-house and ~6 years at
agencies
• I have worked on Internet Retailer 500 and
Fortune 100 accounts
• I have helped many startups and businesses get
started with SEO and PPC
• Every company I have worked for has been
bought or spun off (yes really).
• That is a photo of my boss – he is ~3.5 now.
• Currently own and run a Chicago based digital
agency

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Find Me Online
Websites:
•Agency Site: http://www.northsidemetrics.com
Social:
•LinkedIn: https://www.linkedin.com/in/daverohrer
•Personal Twitter: @daver
•Agency Twitter: @ns_metrics
Send all complaints to:
• “me” at @simonheseltine or @seanmcginnis

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Quick Quiz
• How many of you have $200 million content budget? 100m? 50m? How
about 2m? 200k?
• How did you get to this session? Talked to Dave/Matt? Saw a tweet? I
added it to my planner before the show. Wait, there is no free beer or
kittens to pet here?
• How many create content just for social channels? Instagram? Snapchat?
Twitter? YouTube? Facebook? Email? Others?
• How many create content to promote content? i.e. Market your Content
Marketing?
• What department: External Agency? Marketing? PR? SEO? Social? Other?

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Content Marketing 2016: Trends and Hot
Topics Agenda
• Really Short History Lesson
• Content Expectations
• Influencer Marketing
• Companies Crushing It!

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History like… the Cubs Winning WS

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Earliest Example of Content Marketing?
In 1895, John Deere launched the
magazine The Furrow, providing
information to farmers on how to become
more profitable. The magazine,
considered the first custom publication, is
still in circulation, reaching 1.5 million
readers in 40 countries in 12 different
languages.

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Which Somehow Became This:
via http://linkbaitgenerator.com/

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Which Somehow Became This:
Source: https://www.flickr.com/photos/seanrnicholson/6450168613/

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Which Somehow Became This:
Content Marketing by http://avalaunchmedia.com/infographics/social-meowdia-explained-redux/

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And Now We Are Here

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K.I.S.S.
• Target An Audience, Not Everyone
• Stay on Brand, Your Brand
• Stay on Budget, Realistic Budget
• Stay on Time & Timely
• Stay Within Your Abilities
• Keep Improving

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The Link Baiting Playbook: Hooks
Revisited
• Link:
http://www.stuntdubl.c
om/2007/01/12/linkbait
ing-hooks/
• Thanks @stuntdubl

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The Content Reusage Workflow
• Link:
http://www.aleydas
olis.com/en/content
/content-reusage-
workflow/
• Thanks @aleyda

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Let’s Go Viral!

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Why Content Fails…
Link: http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it/

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Content Goals
• Big Content - Swinging for the
fences?
• Supporting Content - Support a
big hitting piece of content?
• Internal Goal Related – Content
done for internal reasons.
• Social Content – Content for
specific social channel
• Other – Know the goal before you
launch!

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Market Your Content Marketing
Source: http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-angry-birds-sony-20160517-snap-story.html

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Market Your Content Marketing
Writer Research Developer
or
Designer
Outreach Ads Email
Blast
Total $ Total
Hours
Production $250 $250 $500 $0 $0 $0 $1000 40
Promotion $0 $0 $0 $0 $0 $0 $0 1

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Market Your Content Marketing Pt 2.
Writer Research Developer
or
Designer
Outreach Ads Email
Blast
Total $ Total
Hours
Production $250 $250 $500 $0 $0 $0 $1000 40
Promotion $0 $0 $0 $0 $50 $0 $50 2.5

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Measuring Content
• Set Expectations
• Set Goals
– Links
– Shares
– Sales
• Whatever it is, just establish goals and measurements to
track your own strikeouts, home runs and overall batting
average.

23. Influencer Marketing
Joe @ https://intellifluence.com/

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Ali Spagnola – Music, Comedy, Awesome Craziness
Subscribers:
•Youtube: 50k
•Vine: 620k
•Instagram: 49k
•Facebook: 54k
•Twitter: 2.98M
•Snapchat: Many

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Twitter

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Twitter

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Snapchat

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Instagram

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Vine

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Interview
• I tried to get her for an interview and failed.
• Feel free to ping her on Twitter and say:
– Hey @alispagnola you should really do that interview with
@daver of @ns_metrics #please #doitforashton
• Consolation Prize: A great video on how she uses all
the platforms is at
https://www.youtube.com/watch?v=HI9-rBVH6yI

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Go Small to Go Big
• Think of Ali as a brand, and each video or piece of content as
content marketing
• How and what does she do to promote each piece of content?
• Where does she promote it?
• She likely does ZERO paid promotion, or maybe very little.
• Reuse your piece of content EVERYWHERE

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Justin Wu aka Hackapreneur
• https://twitter.com/hack
apreneur
• https://www.instagram.c
om/hackapreneur/
• https://www.youtube.co
m/channel/UCdFJ4OSwwJ
o9DeeajP1cAKQ

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Companies….Crushing It

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Deschutes Brewery
• Site: https://www.deschutesbrewery.com/
• Blog: https://www.deschutesbrewery.com/blog/
• Instagram: https://www.instagram.com/DeschutesBeer/
• YouTube: https://www.youtube.com/user/deschutesbrewery
• Twitter: https://twitter.com/DeschutesBeer
Photo from https://www.deschutesbrewery.com/ipa-for-days/

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Deschutes Brewery – Tapping into Events

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Deschutes Brewery – Tapping into Events
Charity + Event = Content + $400k to Charity
Here’s a look at how that $400K assisted the nonprofits we partnered with in each city:
•Bend, OR (soft launch) : $7,500 donation to the Boys and Girls Clubs of Bend to help
fund the local Girls on the Run Program
•Philadelphia, PA: $38,000 donation to the Vetri Community Partnership to cover costs
for preparing healthy meals in public schools all over the Philly area
•Cleveland, OH: $47,000 donation to the Western Reserve Land Conservancy to reforest
Cleveland by planting over 100 community cornerstone trees.
•Chicago, IL: $69,762 to Alliance for the Great Lakes to provide 45 new classes giving
students hands-on experience in restoration activities in the region
•Minneapolis, MN: $79,700 to Second Harvest Heartland to provide nearly a quarter
million meals for needy families in Minnesota
•Denver, CO: $56,000 to Bicycle Colorado, to encourage and promote bicycling safety
& education, improve road conditions and provide a voice for bicyclists in Colorado.
•Sacramento, CA: $99,741 to Runnin’ for Rhett to fund nearly 4000 children to
participate in after school youth fitness programs.
Link: https://www.deschutesbrewery.com/street-pub-success/
Vine: https://twitter.com/DeschutesBeer/status/779469180894531585

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Deschutes Brewery – Tapping into Video
Video + VR + Local =
Win
Watch with Oculus Rift, HTC Vive, Google
Cardboard or just watch the videos as is.
Story:
http://www.wearebrewstuds.com/stories/news
/deschutes-brings-craft-beer-labels-life-
virtual-reality/

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Local Charities
• Recent event:
http://www.fox10phoenix.com/news/arizona-
news/209444532-story
• Huffpo:
http://www.huffingtonpost.com/2015/01/05/1
2-ordinary-people-who-can-inspire-
us_n_6348652.html
• Site: http://www.rekindle.org
• Facebook:
https://www.facebook.com/reKindleProject
• Instagram:
https://www.instagram.com/rekindlekindness/

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Ideas for You
• Throw an event – big or small
• Give to charity, work with local groups, look in your community
• Interesting story is http://www.cnbc.com/2016/09/13/the-profit-flex-
watches.html
• Do team members work/help any charities already, can you support
them?
• Create content around your community, promote them first, and then
you.
• What does your company do offline? Leverage it!
• Speak to your base and base+
• Go offline, it is OK!

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Don’t believe me? Thanks Matt & Crowdsigns

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Offline Content Marketing #salonG1140

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Beard OFF!

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Quick Review
• Set expectations
• Set goals to manage expectations
• Set metrics for those goals
• Get your supporting content and channels ready
• Now get out there and market your content with
bunts, walks, little swings and big swings!

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More Examples

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Simple Infographic
Link: http://www.cnn.com/2016/09/20/health/fast-food-antibiotics-meat/

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Spa Subway
Link: https://improveverywhere.com/2014/08/05/the-subway-spa/

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Data: Find it & Use it
Link:
• Data is the future - https://public.tableau.com/s/blog/2016/02/10-data-
journalists-follow-tableau-public
• Map it, be useful https://drinkin.beer/beerfinder/
• https://www.facebook.com/BusinessInsider.Politics/videos/1008662935876705/
love this visual (also, it is scary)
• Map, related to what they sell, and oh… its awesome
https://www.kounta.com/coffee/ - really love this example
• Simple use of data http://www.myhousekit.com/chicagotribune.com/wlist/tw-
191+sw-210+input-IL
• Another fave - https://github.com/arielf/weight-loss

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Simple Video Q&A Using Autocomplete
Link: http://www.wired.com/2016/04/ice-cube-google-autocomplete-interview/

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Local Microsite
Link: http://arrestedatcoachella.com/q-and-a/

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chiefmartec is Great at These
Link: http://chiefmartec.com/2016/10/odds-marketing-stack-bigger-think/

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Interactive Stories @ Large Publishers

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Comic, Video, Infographic & More
Link: https://themighty.com/2016/05/rebecca-burgess-comic-redesigns-the-autism-spectrum/

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Local, Video, Interactive, Infographic
Link: https://www.gotahoenorth.com/things/north-lake-tahoe-ale-trail/

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Look at Art & History
Link: https://brightside.me/creativity-photography/auto-mechanics-pay-homage-to-the-legendary-artworks-of-renaissance-painters-114455/