Traditional marketing has been flipped on its head. Marketers know that today’s customers are much more savvy. They no longer listen to bullhorns and are skeptical of being oversold. Marketers know they must be successful in creating and distributing solid content that creates dialogue. Yet only 4 in 10 marketers have a documented content marketing strategy in place. As content marketing continues to grow, how can marketers create a winning strategy that turns into business results? In this presentation, you will learn how to: - Understand where most content marketers go wrong in content development - Develop a winning content marketing game plan - Create, develop and distribute results-driven content

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Marketing Rewired:
Developing a Fool-Proof Content Strategy that Drives Bottom-Line Results
Rich Pearson · SVP, Marketing & Categories · @pearsonisms

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Content marketing works
2
60%
Of people are inspired
to seek out content
after reading content
about it
Of B2B buyers
increasingly rely on
content for purchasing
decisions
Content marketing
produces 3x more
leads per dollar than
paid search marketing
~70% 3X

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Yet most of us claim we aren’t effective at it
3
88% of marketers said they
used content marketing
30% of marketers said they were
effective at content marketing

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How do marketers rewire
their content strategy to
drive bottom-line
results?
4

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B2BB2C
Who are you
targeting?
Start with 3 simple questions
What is your
relationship?
What is your
goal?

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The only way to win at content
marketing is for the reader to
say, ‘This was written
specifically for me’”.
wonder why offices ever
existed.- Sir Richard Branson, Founder of Virgin Group
- Jamie Turner, CEO of 60 Second Marketer

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Define your content structure
7
CONTENT
HUB
B2C CATEGORY
ONE
(How To’s)
CATEGORY
TWO
(Design)
CATEGORY
FIVE
(Development)
CATEGORY
FOUR
(Distributed
Teams)

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Creating great content takes great people
8
Unfortunately, great people are hard to find...
320% More marketers report trouble finding content
marketing professionals over last year

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CostSpeed
Quality
PICK TWO
The dilemma we all face

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Job openings unfilled after three months
Build your own team… in 4+ months

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You could hire an agency...
Brand strategy
Strategic guidance
✅
✅
✖
✖
Delivery speed
Costs add up

12. By 2020, nearly half of the U.S. workforce will be freelancing
The freelance talent pool is exploding
53M
Freelancers
in the U.S. now

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Working with a distributed team member
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Tracy G.
Content
Strategist
Danila V.
Content Manager
Druv A.
Content
Producer
Firmo S.
Writer
The best answer for most? Build a hybrid team
IN-HOUSE
TEAM
AGENCY
Mariana M.
Marketer

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The Situation:
A global e-commerce marketplace had a major initiative to boost SEO traffic to their site. To create
the content, the marketing team had to source dozens of writers across a wide range of categories
and topics—and engage them quickly to meet their ambitious goals.
The Solution:
Their content marketing team sourced a team of more than 30 writers to develop in-depth and well-
researched, long form content for the site.
Results:
Developed more than 10,000 articles | 300 articles per quarter
7 days to source more than 30 writers
Scaled content created by 5x with freelance writers
15
In just 7 days, I was able to source a team of more than
30 writers to develop long-form content for our site.
Content writers: high quality content at scale

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The Situation:
Global CPG firm was spending over $8MM for an annual program where each division needed to
produce a rich media video.
The Solution:
Formed a team of video production specialists from around the globe with careful consideration
to time to results, quality, and cost savings.
Results:
Delivered equal or better quality on results
Cost of $800k (10% of baseline cost)
70%+ savings and 50% reduction in cycle time on 90 videos
Turnaround time decreased dramatically
16
It’s amazing, not only did we save money, but the platform’s
freelancers raised the bar on the actual quality of the videos as well.
Video Production: Delivering quality at the right cost

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4 pillars of successful content marketing
17
Source: Content Marketing Institute, “2016 Benchmarks, Budgets and Trends”
1
Start with 3
simple
questions.
2
Define your
content
structure.
3
Build a
great team.
4
Launch.
Measure.
Tweak.
Repeat.

18. 1 Just get started. You’ll lose months waiting for the perfect plan.
2 Map your content to each stage of your funnel.
3 Be prolific (within reason) and see where you get traction.
4 It takes 60 days to build your content marketing muscle.
5 Once you hit ~100 posts, spend 30% of your time optimizing old posts.
6 Don’t measure your content marketing team solely on conversion.
7 Your tip here . . .
7 content marketing takeaways

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Rich Pearson · SVP, Marketing & Categories · @pearsonisms
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