The document discusses how technology is shifting power away from traditional media elite and gatekeepers to empower ordinary people. It also discusses how both professional services companies and media companies are increasingly creating similar types and quality of content, blurring the lines between them. Finally, it discusses metrics for measuring the success of content marketing strategies, including consumption, sharing, lead generation, and sales metrics.
4. Is Content Required?
Death of the Intermediary
Knowledgeable Professionals
Viable Technology
“Technology is shifting the power away from
the editors, the publishers, the establishment,
the media elite.
Now it’s the people who are in control.”
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@jaybaer
@juntajoe -- Rupert Murdoch
5. Professional services companies are creating
content
Media companies are creating content
Increasingly, the type and quality of this content is
strikingly similar
No more barriers to entry
What’s the difference?
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@jaybaer
@juntajoe
6. Search Engine
Social Media Optimization
STORYTELLING
Lead
#sxkimono
@jaybaer Generation
@juntajoe
35. Blogging (36 hours @ $45/hour) = 3 posts/week
Chunky Content (16 hours @36/hour) = 1 big
piece/quarter
Social Media and Community Building (10 hours @
$45/hour, per every 10 employees)
Official Outposts and Measurement (24
hours/month @ $30/hour)
Total annual labor costs for a 50-person professional
services firm = $62,280
#sxkimono
@jaybaer
@juntajoe