Clare McDermott, Chief Research Officer, Mantis Research, and Tricia Travaline, Chief Marketing Officer, Skyword, will walk you through the most interesting findings of this year-long survey of 1,000 global content marketers. Learn: Benchmarks for the practice of content marketing today The defining characteristics of the most successful content marketers Areas of focus for advancing your content marketing organization's performance

1. Inside the Content
Marketing Continuum™
February 14, 2018

2. Tricia Travaline
Chief Marketing Officer
Skyword

3. Clare McDermott
Chief Research Officer
Mantis Research
Formerly Editor-in-Chief
Chief Content Officer

4. 1. What is the Content Marketing Continuum?
10 minutes
2. Findings
30 minutes
3. Q&A
15 minutes
Agenda
4

5. 5
What is the Content Marketing Continuum?

6. 6
And when the time is right, they turn to Skyword for the
framework and know-how to storify their content.
Today’s top companies use Skyword’s software,
freelance community, and services to create, manage,
and distribute original content that connects with
audiences and turns them into loyal customers.

7. • Organizational structure
• Technology
• Systems and processes
• Marketing approach
• Audience insights
• Content types
• KPIs
What we included in the framework
7

8. 8

9. skyword.com/cmc
10

10. 10
9% 40% 34% 15% 2%

11. 11
Poll: Where do you think you fall?
12

12. 12
Findings

13. Finding 1: Storytelling isn’t a tactic, but a mindset
13

14. 14
To what extent have
individuals and teams
across your organization
adopted the craft of
storytelling?
Overall
average:
27%

15. Finding 2: Creativity needs discipline
15

16. “We use both brand standards and
editorial guidelines for our content
marketing program.”
“Our organization uses a content
or editorial calendar.”
Overall
average:
31%
Overall
average:
62%
23

17. “Our editorial guidelines address
effective storytelling.”
“Our editorial guidelines cover
multiple content/media types.”
Overall
average:
62%
Overall
average:
80%
26

18. Finding 3: Focus on quantity or quality? Do both.
18

19. 19
Leaders and
Visionaries are
doing more.
Which of the following
content types are you
creating/publishing at
least once per month?

20. Finding 4: Need help organizing your team?
There are no rules.
29

21. 21
The key to organizing
your team is tailoring
your approach to
your internal reality
and needs.
*Leaders and Visionaries only

22. Finding 5: Visionaries take an iterative,
agile measurement approach
22

23. 23
Visionaries focus
on strategic
measurements over
short-term volume
indicators.
What metrics or KPIs are
you currently using to
measure the effectiveness
of your content?
18%
don’t
measure
content

24. Finding 6: Pain is universal
24

25. 25
Visionaries don’t
report lower levels
of challenge overall.
What are your biggest
obstacles or pain points?

26. 1. Storytelling isn’t a tactic, but a mindset
2. Creativity needs discipline
3. Focus on quantity or quality? Do both.
4. Need help organizing your team? There are no rules.
5. Visionaries take an iterative, agile measurement approach
6. Pain is universal
Findings
26

27. 27
bit.ly/InsidetheCMC

28. 28
Happy Valentine’s Day! Love, Skyword

29. Clare McDermott
Mantis Research
info@mantisresearch.com
Tricia Travaline
Skyword
learnmore@skyword.com