These are the slides for my session at The Bolo 2012 Conference. Here I'm sharing the experiences of the strategy division of Content Marketing Institute and how we've structured a content marketing strategy/planning practice.
17. I was either going to
have to spend
2 Years teaching our
agencies to do this.
Or, I could give it
away and get straight
to work.
- J. Mildenhall
Thursday, October 11, 12
21. Budget to License Content
Lack of Buy-In or Mgmt Support
Budget to produce content
Producing enough content
Creating content that engages
0% 13% 25% 38% 50%
Thursday, October 11, 12
22. Budget to License Content
Lack of Buy-In or Mgmt Support
Budget to produce content
Producing enough content
Creating content that engages
0% 13% 25% 38% 50%
Symptom
Not The Disease
Thursday, October 11, 12
25. Can we make sense of the
true nature of Search?
Can we drive better traffic?
Can we actually make a
business case for a
retargeting network?
Can we make PPC better…
Thursday, October 11, 12
27. Our Software Is Great Be A Superhero
www.company.com www.company.com
Customized Software for the enterprise True software success. Free Guide -
Get A Custom Demo! To Build The Business Case.
Thursday, October 11, 12
29. Can we make PR really work
for marketing.
Can we bring the “relations”
back to public relations.
Can we become thought
leaders and tell human stories
instead of canned releases….
Can we make PR better?
Thursday, October 11, 12
32. Can we create more valuable Can we create customers who
customers? will defend our brand
Can we make it easier to Can we make Customer
retain and/or upsell customers Loyalty better?
Thursday, October 11, 12
36. 2.
The Content Marketing
Opportunity For Agencies
Thursday, October 11, 12
37. Anatomy Of A CM Engagement
Thursday, October 11, 12
38. Anatomy Of A CM Engagement
1. Align audience
with goals
2. Identify the larger
story to be told
3. Map that story
against personas,
goals and
capabilities
4. Create plan
Thursday, October 11, 12
39. Anatomy Of A CM Engagement
1. Purpose
2. Pillars Of Content
3. Measurement & ROI
Drivers
4. Content Execution
5. High Level SEO
Strategy
6. Content Creation/
Curation Workflow &
Process
7. Content Re-
purposing Process /
Social
Thursday, October 11, 12
40. Anatomy Of A CM Engagement
1. Learn
2. Plan
Audit
Analysis
Strategy
3. Create
Workflow
Writing
Delivery
4. Govern
Measurement
Maintenance
Thursday, October 11, 12
41. Anatomy Of A CM Engagement
1. Content Promotion
“marketing the
marketing”
2. Measurement against
story & goals
3. Content &
Conversation Plan.
Thursday, October 11, 12
42. It’s where most
content agencies start.
Google
sez
there’s
4
million
ways
to
say
We
listen
to
you...
We
repeat
it
back...
We
design
it...
We
develop
it...
We
help
you
maintain/measure
it...
Thursday, October 11, 12
44. 1. Larger story of CREO.
2. 4 Pillars Of Content
3. Measurement Goals
4. Refined Audience
Personas
5. Built The Story Map
Thursday, October 11, 12
45. 1. Defined Process
2. Assigned Roles
3. Sourced All Content
4. Editorial Calendar
(First Three Months)
5. Integrated Story Map
Thursday, October 11, 12
46. 1. Align story map &
calendar to plan
2. Sales content
scheduled
3. Work w/ agency &
sales to ensure right
calls to action
Thursday, October 11, 12
47. 3.
Time To Get It Done.
Thursday, October 11, 12
49. TOTAL ENGAGEMENT 100 HOURS
ROLES:
1. CM Strategist
2. Strategy Consultant
3. Niche Expertise (Industry etc..)
4. Research (SEO, Personas,
Competitive etc..)
OUTPUT: What’s the right story and how to tell it.
Thursday, October 11, 12
50. TOTAL ENGAGEMENT 75 - ??? HOURS
ROLES:
1. CM Strategist
2. Content Strategists
3. Technology
4. Content Auditors (Audit Personas,
Competitive etc..)
OUTPUT:
What do we need & how we actually get this done.
Thursday, October 11, 12
51. TOTAL ENGAGEMENT 40+ Hours
ROLES:
1. CM Strategist
2. Marketing Strategist
3. Creative
4. Technology
OUTPUT:
Planning for “marketing the marketing”.
Thursday, October 11, 12
52. “My kid races 800,000 Circ.
to the mailbox” $20K Ad
$4.99 Issue
Thursday, October 11, 12
53. Thank You!
@Robert_Rose
Thursday, October 11, 12