As publishers see continued erosion of ad revenue and readership, advertisers are shifting their dollars to digital, hiring writers and building their own audiences. In short, brands are becoming publishers, and investing resources in content marketing that were once earmarked for traditional media. However, opportunities are arising for publishers to evolve, and to become key players in the modern marketing agency ecosystem. The can leverage their built in audiences, talent, and ability to scale content production to create new revenue streams, and highly evolved business models.

1. Publishers
as
Agencies
The
Content
Marke-ng
Effect
Jan.
26,
2013
Paul
Roetzer
@paulroetzer
Founder
&
CEO,
PR
20/20
Author
of
The
Marke)ng
Agency
Blueprint

2. Agenda
• An
Evolving
Industry
and
Ecosystem
• Rise
of
Hybrid
Professionals
• Publishers
as
Agencies
• Q
&
A
@PaulRoetzer

3. “It’s
not
about
who
we
are,
but
what
we,
as
markePngs
agencies,
have
the
poten4al
to
be.”
@PaulRoetzer

4. An
Evolving
Industry

5. 8
million
viewers
live
on
YouTube
50
million
views
in
four
days
photo credit: cattias.photos

6. 1
million+
visitors
per
month
449,000+
Facebook
likes
266,000+
TwiTer
followers
60,000+
leads
per
month

8. 120,000+
views
(published
1/10/13)

9. Brands
are
publishers,
but
.
.
.

10. There
is
a
talent
gap.
Many
lack
the
ability
to
tell
engaging
stories.
They
are
not
structured
to
scale
content.
It’s
difficult
to
break
through
the
noise.
Building
reach
(and
influence)
is
hard.

11. “Agencies
that
provide
strong,
mul4-­‐media
content
services
are
a
rare
and
valuable
asset
in
the
new
ecosystem.”
—
The
Marke)ng
Agency
Blueprint

12. Publishers?
@PaulRoetzer

13. 1)
Change
Velocity
• Technology
innovaPon
• Consumer
behavior
• Business
soware
• Online
applicaPons
• CommunicaPon
paTerns
• MarkePng
philosophies
• Management
systems
@PaulRoetzer

14. Forrester
forecasts
interac4ve
marke4ng
spending
will
reach
$77
billion
by
2016.
@PaulRoetzer

15. 2)
SelecPve
ConsumpPon
• Basic
principle
behind
inbound
marke4ng
• Consumers
tuning
out
tradiPonal
markePng
• Brands
lose
control,
but
gain
loyalty
• Shiing
budgets
to
digital
• Brands
become
storytellers
• The
era
of
integrated
services
@PaulRoetzer

16. @PaulRoetzer

17. @PaulRoetzer

19. 33%
of
budget
spent
on
content
marke4ng

20. 45%
plan
to
increase
spending
in
2013
@PaulRoetzer

21. @PaulRoetzer

22. 3)
Success
Factors

23. “CMOs
today
are
under
increasing
pressure
to
provide
quan4fiable
evidence
of
how
their
markePng
expenditure
is
helping
the
organizaPon
achieve
its
goals.
They
also
have
to
hire
people
with
the
right
mix
of
financial,
technical
and
digital
skills
and
become
savvier
in
such
areas
themselves.”
—
IBM
Global
Chief
MarkePng
Officer
Study,
2011

24. Marke4ng
ROI
tops
the
measurement
list.
Source:
IBM
Global
Chief
Marke)ng
Officer
Study,
2011 @PaulRoetzer

25. @PaulRoetzer

27. 71%
of
clients
cited
accountability
as
the
main
area
of
frustraPon
with
agencies,
as
CEOs
and
board
levels
demand
greater
markePng
ROI
effecPveness.
—
Source:
Avidan
Strategies
Report,
via
MediaPost

28. Rise
of
Hybrid
Professionals

29. “The
marketers,
the
publishers,
the
ad
tech
companies,
the
agencies,
data
management
companies
—
they’re
all
going
for
the
same
type
of
employee.”
—
John
Ebbert,
managing
editor
of
AdExchanger.com,
as
quoted
in
the
New
York
Times

30. The
CMO’s
Expanding
Role

31. “Most
CMOs
are
underprepared
to
manage
the
impact
of
key
changes
in
the
markePng
arena.”
Source:
IBM
Global
Chief
Marke)ng
Officer
Study,
2011 @PaulRoetzer

32. The
future
of
markePng
belongs
to
the
generalists,
the
hybrids.
@PaulRoetzer

33. Hybrid
Professional
Traits
• Analyst
• CreaPve
• Intrinsically
moPvated
• Listener
• Social
web
savvy
• Strategic
• Tech
savvy
• Team
player
• Writer
@PaulRoetzer

34. Content
Marke4ng
• Build
editorial
strategies.
• Develop
and
acPvate
distribu4on
plans.
• Create
effecPve
copywri4ng
that
is
buyer-­‐persona
focused,
opPmized,
technically
sound
and
results
driven.
• Tell
your
brand
story.
• Integrate
content
into
social,
search,
PR,
lead
nurturing
and
customer
loyalty
strategies.
@PaulRoetzer

35. 80%
of
chief
markePng
officers
think
integrated
services
will
increase
in
importance
over
the
next
five
years,
according
to
a
study
by
The
Horn
Group
and
Kelton
Research.

36. However,
in
the
same
study,
60%
of
CMOs
indicated
that
they
are
unable
to
find
an
integrated
firm
to
meet
those
needs.

37. Publishers
as
Agencies

38. Opportunities

39. Create
and
distribute
content,
in
and
out
of
network.
Produce
sponsored
content
(aka
naPve
adverPsing).
Tap
exisPng
adver4sing
partnerships.
Offer
integrated
services.
Content
isn’t
enough.
Grow
your
own
reach
and
influence.

40. “Publishers
are
masterful
content
creators,
and
they
are
able
to
charge
a
premium
for
the
services
they
offer
by
leveraging
their
market
research,
exisPng
distribu4on
pla[orms,
and
even
the
talent
from
their
editorial
teams.”
—
Andrew
Davis,
author,
Brandscaping
@PaulRoetzer

41. The
opportunity
for
media
companies
is
to
create
content
that’s
compelling
for
users
on
behalf
of
adver4sers.
That
doesn’t
mean
it
has
to
be
naPve,
but
the
skills
in
telling
stories
are
quite
valuable
to
marketers
as
they
build
audience
themselves.
—
Paul
Rossi,
managing
director,
The
Economist

43. “The
agency
model
is
absolutely
under
fire
from
every
direcPon,
and
if
you
look
at
most
great
publishers
out
there,
including
BuzzFeed,
they’re
very
much
an
agency-­‐solu4ons
company
cloaked
in
a
media
model.
If
I
were
a
publisher
right
now,
I’d
be
doing
the
same
thing."
—
John
McCarus,
SVP
and
pracPce
lead
of
brand
content,
Digitas

44. Na4ve
Adver4sing
@PaulRoetzer

45. @PaulRoetzer

46. Obstacles

47. CompePPon
for
talent
will
be
intense.
IntegraPon
of
services
isn’t
easy.
Change
velocity
requires
nimble
business
models.
Maintaining
editorial
integrity
and
content
quality.
Brands
are
building
their
own
reach.

48. @PaulRoetzer

49. “The
insight
I
had
seven
years
ago
is
that
inside
every
great
brand
is
an
idea
and
that
idea
used
to
be
solely
translated
to
commercials
or
print
ads.
We
take
that
idea
and
turn
that
into
content.”
—
Spencer
Baim,
Virtue

50. Publishers?
@PaulRoetzer

51. Thank
You
Paul
Roetzer
paul@pr2020.com
www.PR2020.com
www.MarkePngAgencyInsider.com
@PaulRoetzer