Content Marketing - Taking The First Beautiful Steps

Sunday, April 21, 13

The new nature of search marketing?

Can we drive better traffic?

Can we make re-targeting better?

Can we make PPC better?

50,000 Impressions

1% CTR - (500 visitors) $6.00 CPC

30 Reqs. - 6% Conversion

10 Demos - $300 / Demo

1 Customer - $3,000

50,000 Impressions

.5% CTR - (250 visitors) $6.00 CPC

30% Conv. - 75 DL’s ($20)

12% Conv. - 9 Demos ($166)

3 Customers - $500

Can PR really work for marketing?

Can we bring the “relations” back?

Can we become storytellers?

Can we make PR better?

Let’s stop chasing our “long tail”

Can we create content that is liquid?Can we tell stories, not settle bets?

Can we make SEO better?

Future. Focused. Passionate.

Less content. Higher Quality.

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

Create more valuable customers?

Easier to upsell/cross sell?

Create defenders of our brand?

Can we create brand subscribers?

Social to engage new prospects.

Results:3 week close instead of 1 HR.

217% more likely to make first payment and continue to make payments.

B2B Services Company“okay, we’ll try this content marketing thing”

Customer Acquisition1.2x the cost1.5x as long

B2B Services Company“wait for it....”

Customer AcquisitionSpent 2X as muchStayed 5X as long2X more likely to share

18%$17%$

2012$Biggest$Challenges$

Producing$Enough$Content$

Producing$The$Kind$of$Content$That$Engages$

Lack$Of$Budget$

Lack$of$Buy@In$

ATTENTION!

560 / Day

3,000 / Day

13,000 / Day

In 2013 it’s the relationship that matters. We have to not only GRAB attention. We have to hold it.- Robert Rose

@ Robert_Rose

1,800,000 Views6 Years Of Human Time

1,353,000,000 Views10,425 Years Of Human Time

16 Years Of Human Time

How will we everget that many....Every Hour...

@ Robert_Rose

1,800,000 Views

But Only 1 Counted

@ Robert_Rose

How do brands differentiate?

@ Robert_Rose

Pretentious? Overwrought? Silly?

“advertising agencies were not built to deliver for “always-on” content marketing. Brands like ours need highly creative content.”

Christa Carone – CMOXerox

“The challenge facing marketers is how to effectively and efficiently organize for this new, nimble era of content creation.”

Paul Matsen – CMO Cleveland Clinic

“Brand storytelling is both an art and a science. If you’ve [delivered relevant, authentic experiences], your story can end up being the one that people love and more importantly remember.”

Davide Grasso VP Global Brand Marketing

“The more I can use brand stories to create emotional connections to my consumers, the less I have to trade on it. ”

Jonathan Mildenhall,Worldwide VP of Creative

Coca Cola

If we believe that the science of marketing can be complex enough to make “data scientists” sexy

Why is it so hard to believe that the art of marketing can be as complex as the best stories ever told?

“In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?

Beth Comstock, CMOGE

We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”

350,000 Views

Avg. <7,000 Views

The Network Effect

New Audiences For Their Blog

Target 200 Clients

Financial Services Company

150% Increase In Retention

Event, Email, Blog, Video

@ Robert_Rose

BUT IT HAS TO BE TRUE

@ Robert_Rose

Thought'Leader' Storyteller'

Meet'Demand'

The'Efficient'Funnel'

Creates'Trust''

Be'found'

Generate'Awareness'

Trust'

Creates'Demand'

DifferenAates'Creates'

Evangelists'

Content'Aware'

@ Robert_Rose

Meet'Demand'

Creates'Trust''

Be'found'

Generate'Awareness'

Trust'

Creates'Demand'

Evangelists'

Content'Aware'

@ Robert_Rose

Meet'Demand'

Creates'Trust''

Be'found'

Generate'Awareness'

Trust'

Creates'Demand'

Evangelists'

Content'Aware'

@ Robert_Rose

Meet'Demand'

Creates'Trust''

Be'found'

Generate'Awareness'

Trust'

Creates'Demand'

Evangelists'

Content'Aware'

Whidbey Island TourismContent Aware

• Increase in content, videos, e-newsletters and news

• Focused on SEO

• 60% increase in traffic

Tenon Tours

Thought Leadership

Started with SEO effort - Awareness

Developed a 57% increase in traffic

Developed Landing pages w/ registration

for specialized content/itineraries

Increased leads by 504%

Increased visits-to-lead conversion rate by 285%

Increased sales revenue by 129%

Storyteller

• RCI created content for its Web site

• Boutique custom-published magazine

• Created iPad App out of magazine

• Thousands of downloads

“Endless Vacation always has the most useful info, beautiful photos, and enticing stories that make me want to get off the couch and hit the road!”

- Review from iTunes Store

“In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?

We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”

Beth Comstock, CMOGeneral Electric

70/20/10 Investment Model

Jonathan Mildenhall,Worldwide VP of Creative

Coca Cola

Content Marketing - Taking The First Beautiful Steps

robert rosesunday

brand stories

better traffic

brand storytelling

000views6years of human

b2b services companyokay

b2b services companywait

likely tomake

Business

TAKING STEPS, MOVING FORWARD

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Taking Positive Steps in Uncertain Times

Taking Steps to Prevent Falls - George Washington University

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Taking those exciting next steps

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Beautiful Soles First Steps Range