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#CMWorld
Down the Rabbit Hole 
B 
! 
eyond story telling, what is there in the world of content marketing? 
Plenty! From creating a strategy to audience development to visual 
content to finding the “real” ROI of a content marketing program, 
TopRank Online Marketing and Content Marketing Institute introduce to 
you a new series of eBooks: Content Marketing in Wonderland. 
As a preview to the inspiring stories and wisdom to be found at the 2014 
Content Marketing World conference, this series of 4 eBooks is themed 
with one of the most imaginative tales of all time: Alice in Wonderland. 
We’ve collected insights from over 40 major brands and thought leaders 
presenting at #CMWorld including all-new ideas, strategies and practical 
advice to help make your content marketing world a successful one. 
We look forward to seeing you in September! 
Lee Odden, CEO TopRank Online Marketing! Joe Pulizzi, CEO Content Marketing Institute!
Content Marketing in Wonderland 
Just as Alice experienced her 
adventures, we’re taking you on a 
Content Marketing in Wonderland 
journey with 4 new eBooks: 
• Content Marketing Strategy 
• Audience Development 
• Visual Content Marketing 
• Real Content ROI 
A new eBook will publish weekly 
as we approach the ultimate 
content marketing adventure: 
The Content Marketing World 
conference Sept 8-11, 2014. 
!"#$%&'$ !"#$((&'$ 
!"#$()&'$ !"#$*+&'$
Brand Contributors
40+ Content Marketing Experts 
Adele Revella 
Alan Porter 
Andrew Davis 
Ann Handley 
Ardath Albee 
Brant McLean 
Brian Clark 
Brian Kardon 
Bruce McDuffee 
Carla Johnson 
David Jones 
Gurdeep Dhillon 
Heidi Cohen 
Jascha Kaykas-Wolff 
Jason Miller 
Jay Acunzo 
Jeff Charney 
Jeff Rohrs 
Jen Dennis 
Jesse Noyes 
Jim Kukral 
JoAnn Sciarrino 
Joe Pulizzi 
Jonathon Colman 
Julie Fleischer 
Lee Odden 
Leigh Blaylock 
Maggie Burke 
Mark Schaefer 
Michael Brenner 
Nicole Smith 
Pam Didner 
Paull Young 
Pawan Deshpande 
Rebecca Lieb 
Rick Short 
Robert Rose 
Scott Abel 
Scott Monty 
Scott Stratten 
Steve Clayton 
Tim Washer
“Content strategy is the 
infrastructure of content 
marketing. Without 
answers to ‘why’  ‘how’ 
the result is chaos.” 
Rebecca Lieb @lieblink 
#CMWorld
Content Strategy 
Content strategy is the infrastructure of content marketing. It answers 
two questions, it is documented, and it is communicated throughout the 
enterprise: 
1. Why are we doing this? (goals) 
2. How are we going to get it done? (process and governance) 
Rather than argue why enterprises require a formal content strategy, let’s 
examine what happens when they content-market without the 
infrastructure of content strategy. 
I can’t think of a better metaphor for such a situation than Alice in 
Wonderland. We could cast Alice as the content marketer, the Red Queen as 
the CEO, and the flamingoes, hedgehogs and soldiers as members of the 
marketing team. The resulting chaos is not unlike what’s being played out 
in companies all around the content marketing world. 
Rebecca Lieb @lieblink 
Industry Analyst, Altimeter Group 
#CMWorld Presentation: 
The Content Marketing Software 
Landscape: Marketer Needs  
Vendor Solutions
Context is Queen 
When it comes to your Content Marketing Strategy, don’t forget the 
Queen. 
“Content is King!” is turning into one of the most overused pieces of 
marketing-speak in the industry. But there’s hope. 
A new phrase is bubbling up that helps fill in what this tired axiom is 
missing – “Context is Queen.” 
Guess what? You can have the greatest content in the world, but if you 
don’t find the right place for it, nobody sees it. 
In February this year, companies geared up for the “Big Game,” trying to 
duplicate the great real-time marketing brands hit a homerun with last 
year when the lights went out. 
Progressive has a pretty big social media presence, Flo has over 5 million 
fans, so we started thinking about it ourselves. After kicking around plenty 
of ideas, we netted out in a unique place. 
Jeff Charney @jeffcharney 
Chief Marketing Officer, 
Progressive Insurance 
#CMWorld Keynote: 
Inside Progressive’s Internal 
Content Creation Machine
Context is Queen 
Why try to yell the loudest in a room where we don’t belong? Why try to 
ride the wave with a “me, too” attitude? 
We went with a simple picture of Flo on the couch and the caption, “What 
do car insurance and football have in common? Nothing. Talk to you after 
the game!” 
We were just trying to show our fans that we “get it,” and let them enjoy 
the game. But the response from them, along with numerous publications 
including the Wall Street Journal, was overwhelmingly positive. 
The point of this story isn’t to beat our chests, although we are proud of the 
work. It’s to show that with an almost non-existent budget (we created 
one .jpeg image) and the acknowledgement that even the greatest content 
in the world won’t work out of context. We did something people connected 
with. 
Context. 
Long live the Queen. 
Jeff Charney @jeffcharney 
Chief Marketing Officer, 
Progressive Insurance 
#CMWorld Keynote: 
Inside Progressive’s Internal 
Content Creation Machine
The Path to What’s Next 
Marketing campaigns often feel like a trip down the rabbit hole. The 
promise of value or a good story lures in the curious. 
From there – good luck. 
This confused wandering is almost always due to a lack of planning. We, 
the marketers, execute a great concept; content so alluring buyers can’t 
help but be pulled in. 
Then we neglect to provide a clearly defined path for that buyer to follow. 
That buyer is required to figure out for him or herself, asking question after 
question along the way, and stringing together answers when possible. 
Wandering works in fairy tales. But it’s disastrous when it comes to lead 
management. 
Before any campaign is executed, the entrances and exits that make up 
your buyer’s journey should be mapped out. Every asset you produce should 
lead somewhere. A lead should never form a perplexed look and ask, “What 
do I go now?” 
Jesse Noyes @noyesjesse 
Senior Director of Content 
Marketing at Kapost 
#CMWorld Panel: 
How CMOs Are Structuring 
Around Content Marketing
The Path to What’s Next 
Here are three of my favorite steps marketers should take: 
1. Create a call-to-action (CTA) flow chart. This is a chart that lists out 
every campaign or theme you plan to address with your content. Each listed 
theme should include several CTAs to related assets. This ensures whoever 
contributes to your content knows exactly where to send the buyer next. 
2. Create campaign flow charts for every campaign. Content marketing 
campaigns can get complex. There may be blog posts, social posts, display 
or search ads, videos, landing pages…the list goes on. Don’t get lost. 
Before you launch any campaign, create a flow chart that maps out all the 
entrance points and next steps for your campaign. 
3. Stop focusing on channels and start unifying your content production. 
When the manager of any channel – whether it’s top of funnel or bottom – 
starts creating and deploying content on their own, it’s because they don’t 
have content to deploy or don’t how to find it. 
Establishing a content marketing operation results in a visible, strategic 
approach to content creation. And that means buyers don’t have to zig zag 
their way through your pipeline. 
Jesse Noyes @noyesjesse 
Senior Director of Content 
Marketing at Kapost 
#CMWorld Panel: 
How CMOs Are Structuring 
Around Content Marketing
Content Marketing Planning 
What lessons can you learn from Alice and friends to help you create a 
great Content Marketing Strategy? Here are three of my favorites: 
Things change. And they change fast. New channels, new formats, and new 
ways of interacting with your audience pop up much more often you might 
expect during the abstract “strategy” phase. 
But once you’re executing, count on it: You will see something special–like, 
say, a talking white rabbit—and you’re going to want to follow it. Fast. 
So weave experimentation into the fabric of your strategy. Otherwise, 
you’ll lose critical time selling ideas internally every time you want to try 
something new. 
Most organizations have a Queen of Hearts (or a few). Make engaging with 
them—and winning them over—a fundamental part of your vision. 
A good content marketing strategy should encompass plans for 
engagement with internal teams as well as interactions with prospects 
and customers. 
Jen Dennis @jendennis2000 
Content Strategist  Marketer 
#CMWorld Panel 
What brands can learn from 
the newsroom
Content Marketing Planning 
Creating great content requires participation from many people. You might need 
HR’s help. Or approval from legal. Or your engineers' expertise. Or a quote from 
your CEO. You get the picture. 
Here’s the thing: All these people already have jobs, and those jobs aren’t in 
marketing. So they might not know, or care, about the value of content 
marketing. It’s your job to fire them up. Without their support, it’s “Off with their 
heads” for your plans. 
Sometimes a tea party will turn out to be stupid. Go to tea parties anyway. 
For all our talk about process and planning, this remains true: Creating a 
content marketing algorithm that produces ‘winning’ or ‘viral’ content every 
single time is impossible (Google would have built one already otherwise). 
Yes, establish KPIs and meet them. But expect—and plan for—the occasional 
miss. Don’t worry; you’ll learn something from the duds too. 
The original title for Alice in Wonderland was The Adventures of Alice in 
Wonderland. Make sure your strategy encourages, rather than eliminates, the 
adventures. 
Jen Dennis @jendennis2000 
Content Strategist  Marketer 
#CMWorld Panel 
What brands can learn from 
the newsroom
“Look to your community 
for content to augment 
and help promote. The 
proverbial win-win is not 
a myth.” 
Jascha Kaykas-Wolff @kaykas 
#CMWorld
Content  Community 
How to build your content strategy inside a community of 170 million 
monthly users. 
A key marketing focus at BitTorrent is to develop a content strategy 
showcasing our users’ stories, across product lines. Let’s focus on one of 
our products, BitTorrent Bundle, which illustrates our three core tenets that 
you can employ for your company: 
1.! Content drives the experience inside and out: User stories and artist 
content from the community highlight the product better than anyone. 
2.! Tight coordination between the artists/users, product, product 
marketing and communications drives success. 
3.! Good content that drives a specific product should impact wider 
brand strategies and goals. 
Jascha Kaykas-Wolff @kaykas 
CMO at BitTorrent 
#CMWorld Panel 
How CMOs Are Structuring 
Around Content Marketing
Content  Community 
Tip 1: Look to your community for content that you can augment and 
help promote. The proverbial win-win is not a myth. The best record stores 
craft stories on top of the artists’ content. Our content strategy is 
collaborative with the artist community in this same vein. 
Tip 2: Don’t do it alone. Coordinating with your community and their team 
for resources can have an exponentially positive impact. Working closely 
with our community (and in this case, G-eazy and his team): 4.7MM Bundle 
user sessions for G-eazy’s bundle and G-eazy’s new album debuted at #2 
on Billboard initially and #1 on the hip hop list. 
Tip 3: Focus on the ‘Bright Spots’ to keep the momentum going. A 
success with your community is the best ingredient to start the next recipe. 
This is how we build momentum. Collaborating with our users helps 
identify artists to feature. We choose projects that amplify our brand; that 
stand for the same thing. In fact, we just blew through 100 million 
downloads, and each win makes it easier to drive future successes. 
Jascha Kaykas-Wolff @kaykas 
CMO at BitTorrent 
#CMWorld Panel 
How CMOs Are Structuring 
Around Content Marketing
Content Marketing Experience 
Content marketing is the fuel propelling the marketing engine. 
We should no longer think of content marketing as a means to just develop 
thought leadership, generate awareness or build demand. Content touches 
all aspects of a customer's experience or a buyer's journey. It doesn't stop 
when they first learn about you or when the sale is closed. 
To succeed with a content marketing strategy, it's important to: 
•! Get out of your comfort zone, be willing to experiment and test 
different content formats and types; 
•! Align your content goals to the overall goals of the company, not just 
marketing or demand gen goals; 
•! Connect with other content marketers to stay current on new 
technologies, platforms and channels 
Brian E. Kardon @bkardon 
Chief Marketing Officer at 
Lattice Engines 
#CMWorld Panel 
How CMOs Are Structuring 
Around Content
When Content Goes Global 
“They only speak French in France, don’t they?” 
I’ve actually had this conversation more than once. It happens when 
marketing groups make decisions on what languages to translate their 
content into based on geography. “We sell this product all over Europe, but 
not in France so we don’t need French.” What about Switzerland, Belgium, 
Holland and other countries in Europe where French is spoken? What about 
a French speaker living and working in Germany? 
50% of the world is bilingual and we need to accommodate that. 
Does that mean we need to translate everything into all 6,900 spoken 
languages? No. 
80% of the world’s population can be reached with just twelve 
languages. If you can’t support twelve languages or more for global 
coverage, then think on a regional basis. 
People move around so provide support for that. What are the top five 
languages spoken in the region you want to market to? In the USA it’s 
English, Spanish, Chinese, Tagalog (Philippines), and French. 
Alan J. Porter @alanjporter 
Content Marketing Manager 
at Caterpillar Inc. 
#CMWorld Case Study 
From the Midwest to the 
World: Developing a Business 
Driven Globalization Strategy 
for Content Marketing
When Content Goes Global 
Multi-lingual people think of different subjects in different languages. 
For instance a Swiss person may think about his car In German, food In 
French, and movies in English, because that’s how he experiences them. 
Figure out the predominate language for the experience you are trying 
to market in the region you are targeting. 
There’s a reason that here at Caterpillar our website for Africa includes 
content in Chinese – it’s because a large percentage of the construction 
industry working in Africa are Chinese. 
Stop thinking about global content in terms of geographical boundaries. 
Content translation and localization decisions need to be determined on a 
regional basis informed by a mix of culture, industry and market knowledge 
—not based solely on nationality. 
Alan J. Porter @alanjporter 
Content Marketing Manager 
at Caterpillar Inc. 
#CMWorld Case Study 
From the Midwest to the 
World: Developing a Business 
Driven Globalization Strategy 
for Content Marketing
Help Your Audience Be Better 
One of the best content marketing strategies I have found that drives 
revenue growth is to help the people in your target audience be better at 
something. Naturally, the thing you choose to help them be better should 
intersect with the unique expertise of your company. 
As an example, if a company is in the business of creating, printing and 
selling airplane navigation charts, this firm could help their target 
audience (pilots) be better at flying by teaching them to be more proficient 
at reading charts. 
Notice that the strategy does not include teaching them how to use their 
specific product. By keeping the lessons general and not about your 
company, the bond is much stronger and more authentic. Granted, for this 
strategy to grow your business, you must let them know who is offering this 
education and what your firm does sell. 
By offering your expertise freely with no strings attached, your firm has 
given the people in your target audience a gift. 
Bruce McDuffee @brucemcduffee 
Senior Manager, Content 
Marketing at Boeing 
#CMWorld Industry Lab 
Manufacturing Industry Content 
Marketing
Help Your Audience Be Better 
When the day comes around and they need to purchase what you offer, they will 
want to reciprocate by purchasing from the company that helped them be 
better. 
Here are 3 steps to get started: 
1. Pick a particular area of expertise where your company excels. If you 
make bicycle shoes, you may have expertise in efficient pedaling techniques or 
adjusting your bike setup for more efficiency. If you repair computers, you 
might be an expert in using Windows 8. 
2. Determine an area where the people in your target audience have 
problems, pain or passion causing them to want to be better. This thing should 
intersect with the expertise chosen in step one. 
3. Decide how you will share your expertise. Will you set up live seminars? 
Webinars? A podcast series? An enewsletter series? eBooks? 
Then go ahead and execute with good content marketing practices. Heck, this 
is sounding like it could be your content marketing mission statement, “To help 
the people in our target audience be better _________________ “. 
Bruce McDuffee @brucemcduffee 
Senior Manager, Content 
Marketing at Boeing 
#CMWorld Industry Lab 
Manufacturing Industry Content 
Marketing
“Does your content 
inspire you to share? You 
can never fail by making 
customers, prospects  
employees feel inspired.” 
Paull Young @paullyoung 
#CMWorld
3 Steps to Content Inspiration 
At charity: water we believe that inspiration is the most important part of our 
digital strategy. 
The trick is: inspiration is easier said than done. 
Stop for a second and consider this question (and please be honest with 
yourself!): 
What piece of content has your brand produced recently that you would 
describe as inspirational? 
Have you been inspired to share content from your brand personally? Not 
because you felt like it was your job, but because you wanted your friends and 
family to be inspired? 
Creating content that truly inspires comes down to three key items: 
1. Build a great team 
For truly inspiring creative content, you need inspired creative people on your 
team. I don’t believe that it’s easy to outsource this. For great content you need 
blood, sweat and tears from committed creatives - not freelancers working 
against the clock. 
Paull Young @paullyoung 
Director of Digital at 
charitywater.org 
#CMWorld Presentation 
Creating a Movement 
Through Content Marketing
3 Steps to Content Inspiration 
2. Give them the freedom to do great work 
If your planned output is inspiration you need to measure the creatives 
work by inspiration, and nothing else. It’s the marketer’s job to drive 
eyeballs, and products job to drive conversions. The creatives need to 
rigidly focus on creating something they believe will inspire. 
3. Make their output one of the most important things for your brand 
You need senior staff to care deeply about the content. They need to fight 
internal battles to ensure the creatives have time and resources to do 
excellent work. They need to invest their own time in pushing for excellence. 
Ultimately: senior people need to passionately care about creating inspiring 
content, or the content just won’t be inspiring. 
You can never fail by making your customers, prospects and employees feel 
inspired. 
Paull Young @paullyoung 
Director of Digital at 
charitywater.org 
#CMWorld Presentation 
Creating a Movement 
Through Content Marketing
Risks  Rewards of Content 
The thing about content marketing is…we all want a piece of that cake. 
You know, the cake that causes Alice to grow? Yes, the one labeled EAT ME. 
We want to produce content that is so great for our audience that all of our 
metrics explode. 
But in most cases, that’s not how it works. There are ups and downs and 
you’re always looking for ways to get better. If you’re ready to go down this 
rabbit hole, here are some tips and best practices, tied to some of our 
favorite quotes from Alice in Wonderland: 
I don't see how he can ever finish, if he doesn't begin.” 
This one’s pretty straightforward. You’ll never run a successful content 
marketing campaign if you don’t give it a shot. Pick a target audience, 
find a way that you can truly help them with content, and make it happen. 
Because “at any rate, there’s no harm in trying!” 
Gurdeep Dhillon @gurdeepd 
Vice President, Customer LoB 
Marketing at SAP 
#CMWorld Panel 
How Brands Are Scaling 
Content Marketing
Risks  Rewards of Content 
“I knew who I was this morning but I've changed a few times since then.” 
Modern marketing is about taking risks and not being afraid to fail. No 
matter how much we research and study our audience, we’re not always 
going to hit the mark when we create content. The key is to recognize the 
failures, learn from them, and move on. And the way to do this is simple… 
measure everything! 
“My dear, here we must run as fast as we can, just to stay in place. And if 
you wish to go anywhere you must run twice as fast as that.” 
To implement a successful content marketing strategy, you’ve got to have a 
team of passionate, dedicated, and agile people. They will need to stay 
ahead of the trends that impact their audience, the market forces that 
impact your own product or services, and the competition. And to be 
successful, they’ll have to create a consistent flow of magnetic content and 
NEVER sacrifice quality for quantity. 
Gurdeep Dhillon @gurdeepd 
Vice President, Customer LoB 
Marketing at SAP 
#CMWorld Panel 
How Brands Are Scaling 
Content Marketing
10 Steps to Content Success 
1. Always begin at the end! In other words, have a clear goal. It is critical 
to put your goal in writing. 
a. Define your target audience. 
b. Define precisely what you would like them to do. 
2. Establish clear, easy to implement, valued, and connected metrics: 
a. Clear and concise 
b. Publish freely to your team 
c. Automate as much as possible 
3. Commit to a defined process. Develop, define, tweak, and stick to it. 
4. Establish key individuals as thought leaders in your target arena. 
Readers appreciate knowing the people behind the scenes. 
5. Hire the right people. Things work when individuals have the innate 
philosophy. Things fail when the wrong individuals are put in these roles. 
Rick Short @RickShort21 
Director of Marketing 
Communications at Indium 
Corporation 
#CMWorld Presentation 
B2B Blogging Driven by 
Employees
10 Steps to Content Success 
6. Commit to transparency and authenticity. 
7. Establish a unique, honest, and consistent voice. You can’t be 
everything to everyone. Go to market as yourself and be consistently you. 
8. Ownership is critical. Every project or assignment should have one, and 
only one, owner. 
9. Develop and publish information that will be in demand in the future. 
“Be the answer, today, to the question your customer will ask tomorrow.” 
10. Respect and support your content generators and purveyors. They are 
the geese laying the golden eggs 
Rick Short @RickShort21 
Director of Marketing 
Communications at Indium 
Corporation 
#CMWorld Presentation 
B2B Blogging Driven by 
Employees
The Original Content Marketers 
For nearly 120 years, The Furrow has delivered relevant, thought-provoking 
content to millions of farmers and researchers, simultaneously 
strengthening the John Deere brand while cementing the magazine’s 
reputation for brand-agnostic journalism. 
And while I’m wary of anyone promising The Secret to anything, there is 
one element without which The Furrow could not have achieved the 
success it currently enjoys. 
Of the six field editors that contribute the bulk of the content to The Furrow, 
two are full-time farmers in addition to being on our editorial staff; one 
was raised on a good-sized cattle ranch in Montana, is still actively 
involved in the ranch’s operations, and runs a small herd of her own. One is 
a landlord…in the agricultural, as opposed to the residential, sense. The 
other two have a combined fifty-plus years in ag journalism and B2B 
communications. 
The bottom line is, these folks are bona fide, industry-recognized 
experts… in the subject matter, because they live it every day; in the 
consumers of that subject matter, because our writers are part of the larger 
audience for ag journalism, too; and in what motivates that audience to 
read, click, listen or view. 
David G. Jones 
Publications Manager at John 
Deere Ag  Turf 
Editor, The Furrow and 
Homestead 
#CMWorld Presentation 
John Deere and The Furrow: 
The Original Content 
Marketers
The Original Content Marketers 
What does that mean for us back here in the office? It means we can 
think about how to increase the reach of The Furrow, even as the number of 
large farms in the U.S. decreases. We can think about how to bring a 
magazine with 120 years of print history into the digital realm. We can 
think about how to raise the profile of The Furrow within our own 
organization. 
And while this may sound like content-marketing heresy, it ultimately 
means we don’t have to worry about our content resonating with our 
audience, because our providers are part of that audience. 
And that leads directly to my One Thing: 
Enlist the best writers, photographers and videographers you can find; 
listen to them, trust their judgment, pay them well, pay them promptly, 
and you’ll be ahead of the game. 
David G. Jones 
Publications Manager at John 
Deere Ag  Turf 
Editor, The Furrow and 
Homestead 
#CMWorld Presentation 
John Deere and The Furrow: 
The Original Content 
Marketers
Want to Learn More? 
Learn the power of storytelling with content marketing 
and beyond from over 100 experts and brands at: 
ContentMarketingWorld.com 
Sept 8-11th Cleveland, OH 
REGISTER TODAY 
Use code TopRank for 
$100 off main event and 
all-access registrations.
Content Marketing Services 
Tired of Chasing the Rabbit? 
We Can Show You the Way 
If you would like to leverage TopRank’s world-class 
expertise with content and influencer marketing, 
social media, search and online ads, let’s talk! 
We can help plan, source, create, manage, measure 
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Contact TopRank Marketing: 
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Thank You From Our Sponsor 
4 Steps to Content Marketing Enlightenment 
Do you want to learn how to provide value for 
your audience, improve your nurturing 
process and build a strong reputation as a 
go-to source of information? 
The 4 steps to content marketing 
enlightenment offers guidance and specific 
tactics used by best-in-class marketers. 
To view the eBook today, Click here!
Next: Audience Development 
p 
Coming: Aug 11, 2014 
Be sure to check out the next eBook in the Content Marketing in 
Wonderland series: 
Building an Audience Development Strategy for Content Marketing 
at: marketingblog.com

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Building a Content Marketing Strategy ebook - #CMWorld 2014

  • 2. Down the Rabbit Hole B ! eyond story telling, what is there in the world of content marketing? Plenty! From creating a strategy to audience development to visual content to finding the “real” ROI of a content marketing program, TopRank Online Marketing and Content Marketing Institute introduce to you a new series of eBooks: Content Marketing in Wonderland. As a preview to the inspiring stories and wisdom to be found at the 2014 Content Marketing World conference, this series of 4 eBooks is themed with one of the most imaginative tales of all time: Alice in Wonderland. We’ve collected insights from over 40 major brands and thought leaders presenting at #CMWorld including all-new ideas, strategies and practical advice to help make your content marketing world a successful one. We look forward to seeing you in September! Lee Odden, CEO TopRank Online Marketing! Joe Pulizzi, CEO Content Marketing Institute!
  • 3. Content Marketing in Wonderland Just as Alice experienced her adventures, we’re taking you on a Content Marketing in Wonderland journey with 4 new eBooks: • Content Marketing Strategy • Audience Development • Visual Content Marketing • Real Content ROI A new eBook will publish weekly as we approach the ultimate content marketing adventure: The Content Marketing World conference Sept 8-11, 2014. !"#$%&'$ !"#$((&'$ !"#$()&'$ !"#$*+&'$
  • 5. 40+ Content Marketing Experts Adele Revella Alan Porter Andrew Davis Ann Handley Ardath Albee Brant McLean Brian Clark Brian Kardon Bruce McDuffee Carla Johnson David Jones Gurdeep Dhillon Heidi Cohen Jascha Kaykas-Wolff Jason Miller Jay Acunzo Jeff Charney Jeff Rohrs Jen Dennis Jesse Noyes Jim Kukral JoAnn Sciarrino Joe Pulizzi Jonathon Colman Julie Fleischer Lee Odden Leigh Blaylock Maggie Burke Mark Schaefer Michael Brenner Nicole Smith Pam Didner Paull Young Pawan Deshpande Rebecca Lieb Rick Short Robert Rose Scott Abel Scott Monty Scott Stratten Steve Clayton Tim Washer
  • 6. “Content strategy is the infrastructure of content marketing. Without answers to ‘why’ ‘how’ the result is chaos.” Rebecca Lieb @lieblink #CMWorld
  • 7. Content Strategy Content strategy is the infrastructure of content marketing. It answers two questions, it is documented, and it is communicated throughout the enterprise: 1. Why are we doing this? (goals) 2. How are we going to get it done? (process and governance) Rather than argue why enterprises require a formal content strategy, let’s examine what happens when they content-market without the infrastructure of content strategy. I can’t think of a better metaphor for such a situation than Alice in Wonderland. We could cast Alice as the content marketer, the Red Queen as the CEO, and the flamingoes, hedgehogs and soldiers as members of the marketing team. The resulting chaos is not unlike what’s being played out in companies all around the content marketing world. Rebecca Lieb @lieblink Industry Analyst, Altimeter Group #CMWorld Presentation: The Content Marketing Software Landscape: Marketer Needs Vendor Solutions
  • 8. Context is Queen When it comes to your Content Marketing Strategy, don’t forget the Queen. “Content is King!” is turning into one of the most overused pieces of marketing-speak in the industry. But there’s hope. A new phrase is bubbling up that helps fill in what this tired axiom is missing – “Context is Queen.” Guess what? You can have the greatest content in the world, but if you don’t find the right place for it, nobody sees it. In February this year, companies geared up for the “Big Game,” trying to duplicate the great real-time marketing brands hit a homerun with last year when the lights went out. Progressive has a pretty big social media presence, Flo has over 5 million fans, so we started thinking about it ourselves. After kicking around plenty of ideas, we netted out in a unique place. Jeff Charney @jeffcharney Chief Marketing Officer, Progressive Insurance #CMWorld Keynote: Inside Progressive’s Internal Content Creation Machine
  • 9. Context is Queen Why try to yell the loudest in a room where we don’t belong? Why try to ride the wave with a “me, too” attitude? We went with a simple picture of Flo on the couch and the caption, “What do car insurance and football have in common? Nothing. Talk to you after the game!” We were just trying to show our fans that we “get it,” and let them enjoy the game. But the response from them, along with numerous publications including the Wall Street Journal, was overwhelmingly positive. The point of this story isn’t to beat our chests, although we are proud of the work. It’s to show that with an almost non-existent budget (we created one .jpeg image) and the acknowledgement that even the greatest content in the world won’t work out of context. We did something people connected with. Context. Long live the Queen. Jeff Charney @jeffcharney Chief Marketing Officer, Progressive Insurance #CMWorld Keynote: Inside Progressive’s Internal Content Creation Machine
  • 10. The Path to What’s Next Marketing campaigns often feel like a trip down the rabbit hole. The promise of value or a good story lures in the curious. From there – good luck. This confused wandering is almost always due to a lack of planning. We, the marketers, execute a great concept; content so alluring buyers can’t help but be pulled in. Then we neglect to provide a clearly defined path for that buyer to follow. That buyer is required to figure out for him or herself, asking question after question along the way, and stringing together answers when possible. Wandering works in fairy tales. But it’s disastrous when it comes to lead management. Before any campaign is executed, the entrances and exits that make up your buyer’s journey should be mapped out. Every asset you produce should lead somewhere. A lead should never form a perplexed look and ask, “What do I go now?” Jesse Noyes @noyesjesse Senior Director of Content Marketing at Kapost #CMWorld Panel: How CMOs Are Structuring Around Content Marketing
  • 11. The Path to What’s Next Here are three of my favorite steps marketers should take: 1. Create a call-to-action (CTA) flow chart. This is a chart that lists out every campaign or theme you plan to address with your content. Each listed theme should include several CTAs to related assets. This ensures whoever contributes to your content knows exactly where to send the buyer next. 2. Create campaign flow charts for every campaign. Content marketing campaigns can get complex. There may be blog posts, social posts, display or search ads, videos, landing pages…the list goes on. Don’t get lost. Before you launch any campaign, create a flow chart that maps out all the entrance points and next steps for your campaign. 3. Stop focusing on channels and start unifying your content production. When the manager of any channel – whether it’s top of funnel or bottom – starts creating and deploying content on their own, it’s because they don’t have content to deploy or don’t how to find it. Establishing a content marketing operation results in a visible, strategic approach to content creation. And that means buyers don’t have to zig zag their way through your pipeline. Jesse Noyes @noyesjesse Senior Director of Content Marketing at Kapost #CMWorld Panel: How CMOs Are Structuring Around Content Marketing
  • 12. Content Marketing Planning What lessons can you learn from Alice and friends to help you create a great Content Marketing Strategy? Here are three of my favorites: Things change. And they change fast. New channels, new formats, and new ways of interacting with your audience pop up much more often you might expect during the abstract “strategy” phase. But once you’re executing, count on it: You will see something special–like, say, a talking white rabbit—and you’re going to want to follow it. Fast. So weave experimentation into the fabric of your strategy. Otherwise, you’ll lose critical time selling ideas internally every time you want to try something new. Most organizations have a Queen of Hearts (or a few). Make engaging with them—and winning them over—a fundamental part of your vision. A good content marketing strategy should encompass plans for engagement with internal teams as well as interactions with prospects and customers. Jen Dennis @jendennis2000 Content Strategist Marketer #CMWorld Panel What brands can learn from the newsroom
  • 13. Content Marketing Planning Creating great content requires participation from many people. You might need HR’s help. Or approval from legal. Or your engineers' expertise. Or a quote from your CEO. You get the picture. Here’s the thing: All these people already have jobs, and those jobs aren’t in marketing. So they might not know, or care, about the value of content marketing. It’s your job to fire them up. Without their support, it’s “Off with their heads” for your plans. Sometimes a tea party will turn out to be stupid. Go to tea parties anyway. For all our talk about process and planning, this remains true: Creating a content marketing algorithm that produces ‘winning’ or ‘viral’ content every single time is impossible (Google would have built one already otherwise). Yes, establish KPIs and meet them. But expect—and plan for—the occasional miss. Don’t worry; you’ll learn something from the duds too. The original title for Alice in Wonderland was The Adventures of Alice in Wonderland. Make sure your strategy encourages, rather than eliminates, the adventures. Jen Dennis @jendennis2000 Content Strategist Marketer #CMWorld Panel What brands can learn from the newsroom
  • 14. “Look to your community for content to augment and help promote. The proverbial win-win is not a myth.” Jascha Kaykas-Wolff @kaykas #CMWorld
  • 15. Content Community How to build your content strategy inside a community of 170 million monthly users. A key marketing focus at BitTorrent is to develop a content strategy showcasing our users’ stories, across product lines. Let’s focus on one of our products, BitTorrent Bundle, which illustrates our three core tenets that you can employ for your company: 1.! Content drives the experience inside and out: User stories and artist content from the community highlight the product better than anyone. 2.! Tight coordination between the artists/users, product, product marketing and communications drives success. 3.! Good content that drives a specific product should impact wider brand strategies and goals. Jascha Kaykas-Wolff @kaykas CMO at BitTorrent #CMWorld Panel How CMOs Are Structuring Around Content Marketing
  • 16. Content Community Tip 1: Look to your community for content that you can augment and help promote. The proverbial win-win is not a myth. The best record stores craft stories on top of the artists’ content. Our content strategy is collaborative with the artist community in this same vein. Tip 2: Don’t do it alone. Coordinating with your community and their team for resources can have an exponentially positive impact. Working closely with our community (and in this case, G-eazy and his team): 4.7MM Bundle user sessions for G-eazy’s bundle and G-eazy’s new album debuted at #2 on Billboard initially and #1 on the hip hop list. Tip 3: Focus on the ‘Bright Spots’ to keep the momentum going. A success with your community is the best ingredient to start the next recipe. This is how we build momentum. Collaborating with our users helps identify artists to feature. We choose projects that amplify our brand; that stand for the same thing. In fact, we just blew through 100 million downloads, and each win makes it easier to drive future successes. Jascha Kaykas-Wolff @kaykas CMO at BitTorrent #CMWorld Panel How CMOs Are Structuring Around Content Marketing
  • 17. Content Marketing Experience Content marketing is the fuel propelling the marketing engine. We should no longer think of content marketing as a means to just develop thought leadership, generate awareness or build demand. Content touches all aspects of a customer's experience or a buyer's journey. It doesn't stop when they first learn about you or when the sale is closed. To succeed with a content marketing strategy, it's important to: •! Get out of your comfort zone, be willing to experiment and test different content formats and types; •! Align your content goals to the overall goals of the company, not just marketing or demand gen goals; •! Connect with other content marketers to stay current on new technologies, platforms and channels Brian E. Kardon @bkardon Chief Marketing Officer at Lattice Engines #CMWorld Panel How CMOs Are Structuring Around Content
  • 18. When Content Goes Global “They only speak French in France, don’t they?” I’ve actually had this conversation more than once. It happens when marketing groups make decisions on what languages to translate their content into based on geography. “We sell this product all over Europe, but not in France so we don’t need French.” What about Switzerland, Belgium, Holland and other countries in Europe where French is spoken? What about a French speaker living and working in Germany? 50% of the world is bilingual and we need to accommodate that. Does that mean we need to translate everything into all 6,900 spoken languages? No. 80% of the world’s population can be reached with just twelve languages. If you can’t support twelve languages or more for global coverage, then think on a regional basis. People move around so provide support for that. What are the top five languages spoken in the region you want to market to? In the USA it’s English, Spanish, Chinese, Tagalog (Philippines), and French. Alan J. Porter @alanjporter Content Marketing Manager at Caterpillar Inc. #CMWorld Case Study From the Midwest to the World: Developing a Business Driven Globalization Strategy for Content Marketing
  • 19. When Content Goes Global Multi-lingual people think of different subjects in different languages. For instance a Swiss person may think about his car In German, food In French, and movies in English, because that’s how he experiences them. Figure out the predominate language for the experience you are trying to market in the region you are targeting. There’s a reason that here at Caterpillar our website for Africa includes content in Chinese – it’s because a large percentage of the construction industry working in Africa are Chinese. Stop thinking about global content in terms of geographical boundaries. Content translation and localization decisions need to be determined on a regional basis informed by a mix of culture, industry and market knowledge —not based solely on nationality. Alan J. Porter @alanjporter Content Marketing Manager at Caterpillar Inc. #CMWorld Case Study From the Midwest to the World: Developing a Business Driven Globalization Strategy for Content Marketing
  • 20. Help Your Audience Be Better One of the best content marketing strategies I have found that drives revenue growth is to help the people in your target audience be better at something. Naturally, the thing you choose to help them be better should intersect with the unique expertise of your company. As an example, if a company is in the business of creating, printing and selling airplane navigation charts, this firm could help their target audience (pilots) be better at flying by teaching them to be more proficient at reading charts. Notice that the strategy does not include teaching them how to use their specific product. By keeping the lessons general and not about your company, the bond is much stronger and more authentic. Granted, for this strategy to grow your business, you must let them know who is offering this education and what your firm does sell. By offering your expertise freely with no strings attached, your firm has given the people in your target audience a gift. Bruce McDuffee @brucemcduffee Senior Manager, Content Marketing at Boeing #CMWorld Industry Lab Manufacturing Industry Content Marketing
  • 21. Help Your Audience Be Better When the day comes around and they need to purchase what you offer, they will want to reciprocate by purchasing from the company that helped them be better. Here are 3 steps to get started: 1. Pick a particular area of expertise where your company excels. If you make bicycle shoes, you may have expertise in efficient pedaling techniques or adjusting your bike setup for more efficiency. If you repair computers, you might be an expert in using Windows 8. 2. Determine an area where the people in your target audience have problems, pain or passion causing them to want to be better. This thing should intersect with the expertise chosen in step one. 3. Decide how you will share your expertise. Will you set up live seminars? Webinars? A podcast series? An enewsletter series? eBooks? Then go ahead and execute with good content marketing practices. Heck, this is sounding like it could be your content marketing mission statement, “To help the people in our target audience be better _________________ “. Bruce McDuffee @brucemcduffee Senior Manager, Content Marketing at Boeing #CMWorld Industry Lab Manufacturing Industry Content Marketing
  • 22. “Does your content inspire you to share? You can never fail by making customers, prospects employees feel inspired.” Paull Young @paullyoung #CMWorld
  • 23. 3 Steps to Content Inspiration At charity: water we believe that inspiration is the most important part of our digital strategy. The trick is: inspiration is easier said than done. Stop for a second and consider this question (and please be honest with yourself!): What piece of content has your brand produced recently that you would describe as inspirational? Have you been inspired to share content from your brand personally? Not because you felt like it was your job, but because you wanted your friends and family to be inspired? Creating content that truly inspires comes down to three key items: 1. Build a great team For truly inspiring creative content, you need inspired creative people on your team. I don’t believe that it’s easy to outsource this. For great content you need blood, sweat and tears from committed creatives - not freelancers working against the clock. Paull Young @paullyoung Director of Digital at charitywater.org #CMWorld Presentation Creating a Movement Through Content Marketing
  • 24. 3 Steps to Content Inspiration 2. Give them the freedom to do great work If your planned output is inspiration you need to measure the creatives work by inspiration, and nothing else. It’s the marketer’s job to drive eyeballs, and products job to drive conversions. The creatives need to rigidly focus on creating something they believe will inspire. 3. Make their output one of the most important things for your brand You need senior staff to care deeply about the content. They need to fight internal battles to ensure the creatives have time and resources to do excellent work. They need to invest their own time in pushing for excellence. Ultimately: senior people need to passionately care about creating inspiring content, or the content just won’t be inspiring. You can never fail by making your customers, prospects and employees feel inspired. Paull Young @paullyoung Director of Digital at charitywater.org #CMWorld Presentation Creating a Movement Through Content Marketing
  • 25. Risks Rewards of Content The thing about content marketing is…we all want a piece of that cake. You know, the cake that causes Alice to grow? Yes, the one labeled EAT ME. We want to produce content that is so great for our audience that all of our metrics explode. But in most cases, that’s not how it works. There are ups and downs and you’re always looking for ways to get better. If you’re ready to go down this rabbit hole, here are some tips and best practices, tied to some of our favorite quotes from Alice in Wonderland: I don't see how he can ever finish, if he doesn't begin.” This one’s pretty straightforward. You’ll never run a successful content marketing campaign if you don’t give it a shot. Pick a target audience, find a way that you can truly help them with content, and make it happen. Because “at any rate, there’s no harm in trying!” Gurdeep Dhillon @gurdeepd Vice President, Customer LoB Marketing at SAP #CMWorld Panel How Brands Are Scaling Content Marketing
  • 26. Risks Rewards of Content “I knew who I was this morning but I've changed a few times since then.” Modern marketing is about taking risks and not being afraid to fail. No matter how much we research and study our audience, we’re not always going to hit the mark when we create content. The key is to recognize the failures, learn from them, and move on. And the way to do this is simple… measure everything! “My dear, here we must run as fast as we can, just to stay in place. And if you wish to go anywhere you must run twice as fast as that.” To implement a successful content marketing strategy, you’ve got to have a team of passionate, dedicated, and agile people. They will need to stay ahead of the trends that impact their audience, the market forces that impact your own product or services, and the competition. And to be successful, they’ll have to create a consistent flow of magnetic content and NEVER sacrifice quality for quantity. Gurdeep Dhillon @gurdeepd Vice President, Customer LoB Marketing at SAP #CMWorld Panel How Brands Are Scaling Content Marketing
  • 27. 10 Steps to Content Success 1. Always begin at the end! In other words, have a clear goal. It is critical to put your goal in writing. a. Define your target audience. b. Define precisely what you would like them to do. 2. Establish clear, easy to implement, valued, and connected metrics: a. Clear and concise b. Publish freely to your team c. Automate as much as possible 3. Commit to a defined process. Develop, define, tweak, and stick to it. 4. Establish key individuals as thought leaders in your target arena. Readers appreciate knowing the people behind the scenes. 5. Hire the right people. Things work when individuals have the innate philosophy. Things fail when the wrong individuals are put in these roles. Rick Short @RickShort21 Director of Marketing Communications at Indium Corporation #CMWorld Presentation B2B Blogging Driven by Employees
  • 28. 10 Steps to Content Success 6. Commit to transparency and authenticity. 7. Establish a unique, honest, and consistent voice. You can’t be everything to everyone. Go to market as yourself and be consistently you. 8. Ownership is critical. Every project or assignment should have one, and only one, owner. 9. Develop and publish information that will be in demand in the future. “Be the answer, today, to the question your customer will ask tomorrow.” 10. Respect and support your content generators and purveyors. They are the geese laying the golden eggs Rick Short @RickShort21 Director of Marketing Communications at Indium Corporation #CMWorld Presentation B2B Blogging Driven by Employees
  • 29. The Original Content Marketers For nearly 120 years, The Furrow has delivered relevant, thought-provoking content to millions of farmers and researchers, simultaneously strengthening the John Deere brand while cementing the magazine’s reputation for brand-agnostic journalism. And while I’m wary of anyone promising The Secret to anything, there is one element without which The Furrow could not have achieved the success it currently enjoys. Of the six field editors that contribute the bulk of the content to The Furrow, two are full-time farmers in addition to being on our editorial staff; one was raised on a good-sized cattle ranch in Montana, is still actively involved in the ranch’s operations, and runs a small herd of her own. One is a landlord…in the agricultural, as opposed to the residential, sense. The other two have a combined fifty-plus years in ag journalism and B2B communications. The bottom line is, these folks are bona fide, industry-recognized experts… in the subject matter, because they live it every day; in the consumers of that subject matter, because our writers are part of the larger audience for ag journalism, too; and in what motivates that audience to read, click, listen or view. David G. Jones Publications Manager at John Deere Ag Turf Editor, The Furrow and Homestead #CMWorld Presentation John Deere and The Furrow: The Original Content Marketers
  • 30. The Original Content Marketers What does that mean for us back here in the office? It means we can think about how to increase the reach of The Furrow, even as the number of large farms in the U.S. decreases. We can think about how to bring a magazine with 120 years of print history into the digital realm. We can think about how to raise the profile of The Furrow within our own organization. And while this may sound like content-marketing heresy, it ultimately means we don’t have to worry about our content resonating with our audience, because our providers are part of that audience. And that leads directly to my One Thing: Enlist the best writers, photographers and videographers you can find; listen to them, trust their judgment, pay them well, pay them promptly, and you’ll be ahead of the game. David G. Jones Publications Manager at John Deere Ag Turf Editor, The Furrow and Homestead #CMWorld Presentation John Deere and The Furrow: The Original Content Marketers
  • 31. Want to Learn More? Learn the power of storytelling with content marketing and beyond from over 100 experts and brands at: ContentMarketingWorld.com Sept 8-11th Cleveland, OH REGISTER TODAY Use code TopRank for $100 off main event and all-access registrations.
  • 32. Content Marketing Services Tired of Chasing the Rabbit? We Can Show You the Way If you would like to leverage TopRank’s world-class expertise with content and influencer marketing, social media, search and online ads, let’s talk! We can help plan, source, create, manage, measure and optimize the performance of your content marketing programs. Contact TopRank Marketing: (,)--,)-*,..*)$ /01101#234561786579:1#;38$$$ =00$$31?019$6$@34A617B6579:1#;38$
  • 33. Thank You From Our Sponsor 4 Steps to Content Marketing Enlightenment Do you want to learn how to provide value for your audience, improve your nurturing process and build a strong reputation as a go-to source of information? The 4 steps to content marketing enlightenment offers guidance and specific tactics used by best-in-class marketers. To view the eBook today, Click here!
  • 34. Next: Audience Development p Coming: Aug 11, 2014 Be sure to check out the next eBook in the Content Marketing in Wonderland series: Building an Audience Development Strategy for Content Marketing at: marketingblog.com