The Content Marketing Strategic Workshop, a unique one-day executive event, will leave you with all the materials you need to take a content strategy back to your team – and to implement a content marketing plan that will grow your business and engage your audience. The workshop is brought to you by the force behind Content Marketing World (a production of the Content Marketing Institute), in partnership with LinkedIn Marketing Solutions.

29. Content
Marke+ng
Workshop
Toronto,
Ontario
Canada
October
30,
2014

31. Content
Marke+ng
Workshop
Toronto,
Ontario
Canada
October
30,
2014

32. What’s our mission?

33. What’s Your 2020
Marketing Strategy?

34. You’re closer to 2020
- than you are from the
introduction of the iPhone
- than you are from your
possible first tweet
- than from the possible
creation of a Facebook page

44. 1.
Evolution of
customer
relationship
2.
Democratization
of content and
experiences
3.
Marketing’s
evolution in the
business

45. • Similar to Production Era
to Marketing Dept. Era
• “Relationship”
expectations have
changed
• Loyalty is to approach not
product or service

46. • Decline of “reach and
frequency” as focus
• Ease of publishing has
created “small marketing”
• Power AND risk of not
maintaining a brand
audience

47. • Beyond organizing around
technology or platforms
• Marketing must be
strategic differentiator
• Creating value, not just
describing it

48. The purpose of business is
to create a customer. The
business enterprise has two
– and only two – basic
functions: marketing and
innovation.
Marketing and innovation
produce results; all the rest
are costs. Marketing is the
distinguishing, unique
function of the business.”
- Peter Drucker, 1954

50. Integration of content as a core
skill will be as critical as product
development.
For some it’s already happening…
“Ideally, you’re writing your first
line of content the same day as
you're writing your first line of
code.”
Dharmesh Shah, CTO Hubspot
82% & 50%

51. Education is a key – a third of all
marketing investment going into
content marketing programs
For some it’s already happening…
“80% of our sales leads and 50%
of our bookings are generated
from our educational marketing
program”
David Levin, VP Marketing - Clinipace

52. For some it’s already happening…
Marketing makes us more
ambidextrous in terms of
innovation by connecting the
technology to needs.
We define marketing as a
combination of value and
innovation, and that means that
we had to look at marketers as
innovators.
Beth Comstock, CMO GE

53. List
of
Headlines
Or
things
I
know
to
be
true
“If you can’t describe
what you’re doing as
a process, you don’t
know what you are
doing”
W. Edward Deming!

54. - Make the space
- Prioritize the time
- Have the discipline and
give permission to have a
purpose.
“creativity is not a talent. It’s
a way of operating”
John Cleese

55. We are marketers. Marketing is the unique distinguishing function of
the business. We will help marketers transform the practice so that its
purpose is to not only describe differentiating value, but create it; to
delight audiences as a means to evolve customers from aware to
evangelistic.
In order to accomplish this – we must understand that content-driven
experiences should be the unique value that differentiates our
approach, and thus our business. Our content – the asset that
differentiates us - deserves to be created, managed, published,
promoted and measured as a strategic function within our business.
This is content marketing. This is why we teach it. This is why we
evangelize it. This is why we are here today.
Our Workshop Mission

56. We take the first steps today….

57. Act One
The mission to measurement:
Getting to a strategy
Act Two
Starting with “why”:
Getting to the heart of your story
Act Three
Purpose-driven content
Understanding the creation

58. Act Four
Story mapping:
Plotting the path to measurement
Lunch Break
Yes, you’ll be working…
Act Five
Context:
Hear about CM in action
Curtain Call
Let’s hear from you…

59. Act One
The Mission To Measurement
Getting to a strategy

60. WORKSHEETS
URL HERE

61. Our CM Framework

62. STORY BEFORE MEDIUM
A Mission For Content

63. Let’s Get To The Content Mission
Put story first, media second
“Content Mission is not about what you
sell… it’s what you stand for. This will
become the basis for your content plan.
This is your mission. It’s based on the needs
of your customers and prospects, and also
inherently drives your business.”
- Joe Pulizzi

64. The Content Mission
4 Steps
1. What is our goal?
2. Who can satisfy that goal?
3. What valuable experience – separate
from our product or service – can we
deliver at that stage of their journey
4. What makes OUR approach to
delivering this value different? What is
the DIFFERENT story that we’re telling.
No channels yet, No
blog, white papers, video
no blah blah blah…

65. CONTENT MISSION: EXAMPLE
We deliver digital marketing insight for CMO’s & senior marketing
executives. We offer marketing news and insights on diverse topics
such as; online media, branding, online marketing and more.
As a global leader in digital marketing we also offer exclusive digital
marketing news and commentary and exclusive digital marketing
resources.
We also offer two weekly newsletters—“Top 10 Insights” and “News In
Review”—free to subscribers.

66. The Content Mission
It’s developing a
Product – then developing
A campaign to promote it.

67. CONTENT
MARKETING
CAMPAIGN
CONTENT
MARKETING
CAMPAIGN
PLAN
TACTICS
“let’s
do
a
blog”
CREATE
CONTENT
TO
FEED
“we
need
posts”
SET
GOALS
BY
TACTICS
“conversion
rates
etc..”
TIME
FRAME
“based
on
ability
to
execute.”
SUCCESS
BY
CONTRIBUTION
“measurement
at
channel”
CONTENT
MARKETING
CAMPAIGN
CONTENT
MARKETING
MISSION
STORY
FIRST
“what’s
the
valuable
experience”
HOW
WILL
IT
EXPRESS
ITSELF
“channels
–
by
<me”
HOW
WILL
WE
SUSTAIN
IT
“responsible
management”
WHAT
IS
SUCCESS
“what
business
goals”
HOW
DO
WE
ENABLE
IT
“let’s
build
value”

68. EMAIL
SOCIAL
VIDEO
SOCIAL
PRINT PRINT
MOBILEMOBILE
WEB WEB
WEB WEB
EVERGREENEPHEMERAL
PRODUCED
EXECUTIONAL
MISSION
“create wonderful vacation
solutions for busy families”
INSIGHT & INTENT
“better consumer data
& increased purchase intent”

69. EVERGREENEPHEMERAL
PRODUCED
EXECUTIONAL
MISSION
“create delicious meal
solutions for busy families”
INSIGHT & INTENT
“better consumer data
& increased purchase intent”
AGENCIES
MARCOM
SOCIAL
AGENCY
MEDIA
AGENCY

70. 1. Develop your content mission
1. What is the goal?
2. Who satisfies that goal? Who needs the value
3. What VALUABLE experience(s) - separate
from our product or service - can we deliver
at this stage of that buyers journey
4. What makes OUR approach different?
2. Then – with story FIRST - how will that content
express itself
1. Channels > Process > Promotion > Measure
CONTENT
IS NOT A
TACTIC
LET’S REVIEW:
Write It Down. Make It Real.

71. GOALS: Pick two business goals.
1. Where you could improve
something you’re already doing
2. A Stretch Goal that you think an
innovative content marketing
program could achieve
Format:
X Goal in Y Time With Z Constraint
Example: Deliver 25% more leads in
9 months w/ same CPL or less.
IDEAS: Two ideas to meet these goals
1. What would you change to something
you’re already doing to infuse CM?
What out-of-the-box idea would you
try if you could?
Example:
• Create content to entertain people and
make them laugh about what might be
considered “serious” heavy machinery.
• Create a thought leadership program
that will drive better leads into sales

72. 1. CAT – Built For It
2.4m views / earned
2. Demandbase Education
$1m new business

73. Act Two
Starting With Why
The Heart Of The Story

74. “The opportunity today is
not thousands of markets
with millions of buyers. It’s
millions of markets each
with thousands of buyers.”

75. 560 / Day

76. 3,000 / Day

77. 13,000 / Day

78. In 2015 it’s the delight that
matters. We have to not only
GRAB attention from the
audiences that matter.
We have to hold it, so that WE
matter to them.

80. Ryan asks Miley to the prom

82. What does the fox say?

84. Corning: A Day In The Life OF Glass

87. 1,000,000Views
6Years Human Time 400,000,000 Views
1,200Years Human Time
21,000,000Views
220Years Of Human Time
But that’s not even the most
interesting thing…

88. 2m – Avg over first week
7.4 million in first month
1.3 Approx: TV Rating
Rosanna Pansino
1.3 TV Rating – 2 million viewers 6/14/14
4 WEEK FLIGHT!!
5 Minute Commercial!
$50K 30 SEC = $500,000

89. 1
Week
Of
Videos
Average:
200
Views
Some:
10,000
views

91. Avg. <7,000 Views
New Audiences For Blog
Direct engagement with
specific customers AT&T
New York Times, Verizon
1st Cisco content aired
on TV - For Free
The Network Effect

92. 1,000,000 Views But Only 1 Counted

122. Audience
• Alumni
• Staff / Professors / Contractors
• Local Businesses
• State Businesses
• National Businesses
• Government (Local, State, Federal)
• Non-Profits
• Sports Franchises
• And on and on….
Buyers
• Parents
• Students

123. You should never have trouble
developing a WHO.
If your buyer persona is someone
who “doesn’t consume content” –
there is an AUDIENCE WHO DOES.
Do this: Walk through your main
persona’s buying cycle and then ask
yourself – where they typically enter
your sales cycle. If it’s at the middle
or the end ask yourself “who
influences that?”
Your First Homework Assignment…..
…draw an influence map.

124. An example…
Product
Engineers
Procurement
Manager
Awareness Stuff
RFI Received Proof
Demo
RFP Procurement
Product
Designer
CEO
CONCEPT
What story can we tell to CEO’s & Product Designers?

125. Student
Parent
Alumni
Local
Business
Na+onal
Business
Local
Government
An example…
Core Persona: Student
Audience Personas:
• Parent
• Alumni
• Local Business Owners
• National Business Executives

126. Prod. Dev.
R&D People
Procurement
CUSTOMER:
CEO’s
Associations
Food Magazine Editors
Chefs / Bartenders
Planners
A Different Story:
Instead of creating content trying to influence the Product Development people.
Create content around being a “taste-maker” and influence Chefs and Bartenders
about the newest flavors that are becoming hip.
AUDIENCE:
An example…

127. The Windows Integrated Management
Program (the WIMP)
Let’s look at some audience personas –
and how we might start to develop them
Our “Buyer Persona” is the CIO or VP of
Technology.
Buuuut… we seem to always be called in
during the RFP process… never before
Welcome to Wimpy Tech….

128. • Meet Jeremy
• Mid 30’s – Coffee Lover
• Works at a bank
• Responds to email: phone not so much
• Young, family man
• Sales USP: Enable Jeremy to be 25%
more effective
• Personal (Audience) UVP: Give me more
time to be me
• Where does Jeremy’s UVP – tie into the
brand story we want to tell
• Free online tools for predicted
time saving
• Content on how peers are creating
a quality life
• News and trends that keeps him
up to date
Let’s get to the personal UVP…

129. • Meet Cheryl
• The CFO at the bank…
• Influential in creating demand
• Sales USP: Save the organization
100’s of thousands of dollars
• Personal (Audience) UVP: make
me a CFO Rockstar
• Thought leadership: predictive analytics
change CFO’s manage finances
• Invite HER to write about how she
leverages technology (or her peers)
• CFO-Only Events on how dashboards
are changing the industry
Getting to the personal UVP….

130. Put your reporter hat on...
• WHO is the persona ... emotionally attached
• WHAT does he/she do?
What does her day look like?
• WHERE is the gap in his needs/wants Even
beyond our product or service
• WHEN do they need to close this gap
• WHY does he care about US - Not our product
Go get the real story

132. DEVELOP
TWO
IDEAS
Take your goals and your idea and as we
go through this next section – think
about choosing one of each, and
deciding on a WHO (either audience or
core) you will target with this.

133. “Today, TV is a bigger business
than the old narrowly defined
movie business ever was.
Had Hollywood been customer-
oriented (providing entertainment)
rather than product oriented (making
movies), would it have gone through
the fiscal purgatory that it did?”
- Theodore Levitt
Marketing Myopia

135. “People don’t buy
WHAT you do, they
buy WHY you do it.”
- Simon Sinek

137. “The king walked through the misty
forest, the prince walked through
the misty forest and the queen
walked through the misty forest.”
- Plot
as they danced... the trees transformed into giant
dragons.....”
“The king walked through the misty
forest, followed by the queen and
prince who danced through the misty
forest...
- Story

138. Modular Data Centers
Typical Services Methodology:
Plan, Design, Build, Maintain
Benefits/Features
We’re Better, We’re Faster, We’re Cheaper

139. Content Marketing Program:
Directed at the IT (CIO) side of the business.
Topic/Idea:
Modularized Data Centers: The Future
• Blogs talking about how they work
• Success stories about them..
• Video of time lapse of building one...
• How our company does them faster...
• Types of infrastructures - detailed
specifications...
Getting to why…

140. Content Marketing Program:
Directed at the IT (CIO) side of the
business.
Topic: Modularized / Containerized
Data Centers: The Future
Why is this topic
important
to CIO’s
Because our MC Data centers
are less expensive and more
agile than traditional data
centers
The 5 Why’s…

141. Why is it important
for CIO’s to have
less expensive and
more agile data
centers?
Because the needs of
computing in the business are
rising exponentially, and CIO’s
need to have faster/less
expensive ways to manage their
costs
The 5 Why’s…

142. Why is it important
for CIO’s to know
about ways to
manage costs and
be faster?
Because if they stay current
with these future trends, then
they can expand their business
more quickly and have a
competitive advantage.
The 5 Why’s…

143. Why is it important for CIO’s
to about how future trends
can give their business a
competitive advantage?
Because if they don’t stay
ahead of the curve, their
company may go out of
business, or they may be out
of a job.
The 5 Why’s…

144. Why is that
important to
CIO’s?
Because their livelihood
depends on having this
knowledge.
The 5 Why’s…

145. We believe in the office of the CIO
But things are changing fast - and in order for them to stay competitive
on the job market, they must stay ahead of the curve or they (or their
company) will be out of business.
So, we help them stay current by delivering the most important future
trends to help them expand their business and create competitive
advantage.
The needs of business computing are rising exponentially, and CIO’s
must keep up with ways to do things faster, and less expensively.
Modularized, Containerized Data centers - and the trends and best
practices in deploying them are a powerful new way for the CIO to
stay competitive.
5
4
3
2
1
And now – a bit of magic….

146. Content Marketing Program:
Topic/Idea:
The Lean And Mean CIO
• Why You aren’t ready for a mission critical business?
• CIO Profiles: The missing component from a mission critical
career?
• Is Big Data Portable - Smart CIO’s Are Making Big Data Smaller....
• Are YOU ready for Global data management
• MissionCriticalByDesign.Com
Getting to why….

148. Take the one of your goals – and one of your ideas –
choose your persona and write them down.
Find a partner, and go through the “5 Why’s”. Get to
your deeper story. Create the mission.
Bonus – for starting to think how it will work across
different areas types (e.g. Sales, PR, Social, etc…

149. Act Three
Purpose Driven Content

150. Promoter Professor Preacher Poet

151. ProfessorPreacher Poet

152. B2B Financial Services Firm
The Plan – “Let’s do some content”
• Website: Daily - 3 “How To” Articles
• Blog: “The World’s Largest FAQ” Post
• Social: Daily posts on FB, Twitter Etc..
• LinkedIn: Company Page, Blog Posts
From “Meh” to Okay…
• SEO Results: Top 10 across 20 keywords
• Websites - 25% increase in traffic
• Blog: 100% increase in traffic
• Social: Thousands of likes, 5K followers

153. B2B Financial Services Firm
The Plan: “Let’s Differentiate With Content”
• More traffic not actually better
• SEO results great - but who cares?
• Realized - Less content and more
“tentpole pieces” and re-use provided
better quality traffic, helped sales more.
From Okay to “Good”:
• Research studies (8 weeks production)
• Aggregate client data (quarterly, yearly)
• Industry/Influencer expertise

155. Financial Services Strategy Firm
Plan: “Let’s delight our customers w/ content”
• Average Approx 100 Subscribers
• Passionate Subscribers
• Top 5 reason for renewal
• 4 New engagements from new clients
• “You Are The Program” Conference
• 150 Attendees (Limited)
• Waiting list now
• 25 new projects (hallway conversations)

156. ProfessorPreacher Poet

160. 1. How can you create purpose-driven content?
• Ask why you are creating that content? What
is its purpose?
• How does it fit into my ecosystem of content
creation for my content mission?
• Should I segment it by team? By agencies?
Both?
2. Where should I apply purpose-driven content?
• Probably at a stage of the funnel..
• But maybe integrated for every experience…
• Or both. The key is to make a conscious
choice.
WHAT IS
YOUR
CONTENT’S
PURPOSE
LET’S REVIEW:
Write It Down. Make It Real.

161. Move from pairs to teams….
In your teams, use the pitch you’ve created (it will be
rough) and take 5 minutes each to brainstorm 5-7
different types of content – for each category
Goal: Get at least one or two types or initiatives of
content for your idea in each category

162. Worksheet:
Content
Re-­‐Purposing
Review
Review
your
mission
your
ideas
for
content.
Start
thinking
how
they
might
flow
across
channels.
Collaborate
with
your
team
–
and
ul+mately
by
the
end
of
lunch
–
pick
one
of
your
ideas
to
work
on
as
a
team.
BEFORE WE BREAK

163. LUNCH

164. Act Four
Storymapping

166. EVERGREENEPHEMERAL
PRODUCED
EXECUTIONAL
MISSION
“create delicious meal
solutions for busy families”
INSIGHT INTENT
“better consumer data
increased purchase intent”
AGENCIES
MARCOM
SOCIAL
AGENCY
MEDIA
AGENCY

167. Financial Services Strategy Firm
Mission: “Let’s delight our customers w/ content
through a book club”
• Promoter Content:
• Blog posts, email newsletter, brochure, etc..
The online community…
• Professor Content
• The book reports,
• Preacher Content
• Summaries of book reports in newsletters, and
testimonial posts for new members
• Poet Content
• The books

168. Let’s start with success – what does it look like?
What needs to be true?
List/Prioritize in rank order.
Showstoppers, and Easily tested
Now – ideas/projects to make these true.
Map them into phases.
If a critical assumption isn’t true – then
revise, learn and iterate. Lots of small
steps.
Ingredients
Of
A
Story
Map
1. THE
WHY
Our
Content
Mission
A. Who?
B. Content
Mission
(Story)
C. Narra+ve
+meline
2. THE
WHAT
The
Business
Mission
A. Our
Goal
(success)
B. Differen+a+on
C. Integra+on
into
marke+ng

169. Then it becomes a question of.. 3… How?
Here are most marketing projects:
Broad range of campaigns
Winnow and place our bets on
campaigns/projects
Map into phrases:
Plan, Development, Launch,
Manage
Separate these phases by stage gates.
Go/No Go – Move On or Kill It

170. Experiences are not campaigns…
Key decisions based on:
• What we know – prior results
• What we’re guessing – WAG
• Current risks – Can we
deliver?
What does that do?
• Risky, innovative – potentially
meaningful - things always die
• Incremental “safe” things go
forward
• We Koboyashi Maru the
results

171. The goal remains the same – but assumptions
to reach the goal are what must be changed.
Leaders in the business can help clear the way
for the assumptions rather than view
practitioners as trying to move the goalpost.
Most failure in marketing comes from failing
to ask the right question, not because of the
accuracy, detail or our ability to get an answer.
Shine the light on meaning, not numbers

172. Business Case: Mapping Measurement
IDEA:
We can help our clients live their lives more fully. Our
audience is the busy, overworked investment banker.
They don’t have time for much more than work.
We believe, that our passion and expertise, can deliver
value about books to read, movies to watch and events
to attend that would help them not be better investors
but to live their lives more fully.
INSERT YOUR CONTENT MARKETING MISSION HERE

173. Business Case: Mapping Measurement
?
What needs to be true…. And by when!!
- We need to be building audience and subscribers
right away. And we need to get at least 25 clients
engaged right away for a test to build test case
- We need to be adding at least 60 clients a month
by six months in.
- We need to review much of the content internally
– and buy books to drop ship – review costs over
time and bulk buys
- We need to increase renewals from 70% to 84%.

174. AWARENESS
ESTABLISH HERO
LIFTOFF
90 Days
Content Creation
80% Preacher
20% Professor
250 Subscribers
150 In LinkedIn Group
Increase renewals by 20%
Expand Into New Physical
Events.
75 Subscribers
50 In LinkedIn Group
First books go out.
Averaging 60 signups per
month.
Value Test Validated
25 Subscriber
Beta Test
Test Books – And Reports
Average 50 signups In first
Month.
90-180 Days
Content Creation
40% Preacher
60% Poet
180 - 270 Days
Content Creation
10% Preacher / Curated
5% Professor
80% Poet
Editorial
Strategy
Calendar
A Story Map

175. A Story Map Example

176. A Story Map Example

177. Take
your
“pitch
idea”
and
start
your
story
map.
What
does
it
look
like?
Iden+fy
phases,
rollout
among
channels
and
iden+fy
the
metrics
for
success.
It
becomes
your
ini+al
form.
Remember
the
ask
is
the
process,
not
the
form.
But
it
can
be
the
proof
of
concept
–
or
beta
–
or
test
to
go
get
buy-­‐in
from
your
team.

178. Curtain Call
Your turn to report back…