Content Marketing - Building The Practice Perfect

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Thursday, October 11, 12

MY STORY

@Robert_Rose

Thursday, October 11, 12

Thursday, October 11, 12

I Still Get To Work With Rock Stars

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

1.
What is Content
2.
The CM
...

1.
What is Content Marketing
& Why Do You Care

Thursday, ...

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

I was either going to
have to spend
2 Years teaching our
agencies to do this.
Or, ...

Thursday, October 11, 12

Thursday, October 11, 12

54%

Thursday, October 11, 12

Budget to License Content

Lack of Buy-In or Mgmt Support

Budget to produce content

...

Budget to License Content

Lack of Buy-In or Mgmt Support

Budget to produce content

...

Thursday, October 11, 12

Thursday, October 11, 12

Can we make sense of the
true nature of Search?

Can we drive better trafﬁc?

Can we actually make a
...

Thursday, October 11, 12

Our Software Is Great Be A Superhero
www.company.com www.company.com
...

Thursday, October 11, 12

Can we make PR really work
for marketing.

Can we bring the “relations”
back to public relations.

...

Thursday, October 11, 12

Thursday, October 11, 12

Can we create more valuable Can we create customers who
customers? will defend our bran...

Thursday, October 11, 12

Thursday, October 11, 12

Thursday, October 11, 12

2.
The Content Marketing
Opportunity For Agencies

Thursday, Oc...

Anatomy Of A CM Engagement

Thursday, October 11, 12

Anatomy Of A CM Engagement

1. Align audience
...

Anatomy Of A CM Engagement
1. Purpose
...

Anatomy Of A CM Engagement

1. Learn
...

Anatomy Of A CM Engagement

1. Content Promotion
...

It’s where most
content agencies start.

Google
sez
there’s

4
million
ways
to
s...

Thursday, October 11, 12

1. Larger story of CREO.

2. 4 Pillars Of Content

3. Measurem...

1. Deﬁned Process
2. Assigned Roles
3. Sourced All Content
4. ...

1. Align story map &
calendar to plan
2. Sales content
...

3.
Time To Get It Done.

Thursday, October 11, 12

Thursday, October 11, 12

TOTAL ENGAGEMENT 100 HOURS

ROLES:
1. CM S...

TOTAL ENGAGEMENT 75 - ??? HOURS

ROLES:
1. CM...

TOTAL ENGAGEMENT 40+ Hours

ROLES:
1. CM S...

“My kid races 800,000 Circ.
to the mailbox” $20K Ad
...

Thank You!

@Robert_Rose

Thursday, October 11, 12

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