Rebooting the whole idea of content marketing as a different kind of business activity, rather than as an alternative form of advertising and marketing. This was my keynote at #ContentJam16
33. Successful Content Marketing
Is Not Supercharged
Campaign Marketing
Content Marketing
Is Not Campaign Marketing
@Robert_Rose
34. “When any new form comes into the
foreground of things, we naturally look
at it through the old stereos. . . . We’re
just trying to fit the old things into the
new form, instead of asking what is the
new form going to do to all the
assumptions we had before.”
- Marshall Mcluhan
@Robert_Rose
35. What if…
we approach content marketing
as a different kind of business
activity, rather than an alternative
form of marketing?
@Robert_Rose
52. unable to measure strategic efficacy of the
program, because it’s not a program.
it’s only tactical support of collateral-based
marketing.
one year later, here’s what we have…
a disconnected pile of assets
@Robert_Rose
60. Campaign ROI
Marketing database (2X faster pipeline)
Customer ROI
Increased loyalty - (5x subscription time)
Increased LTV - (+10% increase in ASP)
Data ROI
Paid media (25% effectiveness in ad buys)
Data append - optimize site for experience
Business ROI
Attendance at regional events +20%
@Robert_Rose