The Rise of Content Marketing and Why it is an Imperative for

Your EnterpriseB y

Howard Oliver, MBA

Founder and Chief Content Officer

What If What Next

Content Marketing and PR - Worldwide

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The Rise of Content Marketing and Why it is an Imperative for

Your EnterpriseB y

Howard Oliver, MBA

Founder and Chief Content Officer

What If What Next

Content Marketing and PR - Worldwide

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What If What Next™

© 2015 Howard Oliver, What If What Next™

All rights reserved. No part of this presentation may be reproduced or transmitted in an from, by any means [electronic, photocopying, recording or otherwise] without written permission of the publisher.

For more information contact: Howard Oliver, Founder Chief Content Officer, What If What Next, 416-568-5254, holiver@whatifwhatnext.com

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Outcomes & Agenda What is Content Marketing?

Factoids Tell The StoryCompelling Content

Story TellingMetrics

The Role of the CCOThe Content Marketing TeamWe Can Help Lead & Execute

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What is Content Marketing?

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Content marketing is a marketing technique of creating and distributing valuable, relevant and

consistent content to attract and acquire a clearly defined audience – with the objective of driving

profitable customer action.

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Factoids Tell The Story

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What is Content Marketing’s Purpose?

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Attract and retain customers by consistently creating and curating relevant and valuable content.

Intent to change or enhance consumer behavior.

An ongoing process best integrated into your overall marketing strategy.

Focused on owning media, not renting it.

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What If: We, as businesses, deliver consistent, ongoing valuable information to buyers.

What Next: They reward us with their business and loyalty.

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Deliver information that makes your buyer more intelligent.

Examples

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Good content marketing makes a person stop…read… think… behave… differently.

Compelling Content

• Transparent

• Authentic

• Generous

• Fun

• Empathetic

• Exceptional

• Above all Educates

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People Remember Stories

10% What they hear15% What they see

80% What they experience

Stories have great impact because they engage the power of

imagination. We extrapolate from

stories – great characters, plot and

ideas, and infer bigger, more comprehensive

fact sets.

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Customers and Investors Buy

the Brand Around

Your Core Competencies

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Content Marketing Metric Categories

• ROI of Content Marketing

• Sales metrics

• Consumption metrics

• Accessibility

• Lead generation

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Consider the What If What Next Content Marketing

Rating Snapshot(CM-R™).

CM-R™ SnapshotTechnical (#)ViewsDownloadsRepeat visits to a pageComparisons between pagesSharing of content: linksSharing of content: retweetsPeriodicity of blog and postsComments leftRetweetsFollowsSubscriptionsForm and completion downloads Email subscriptions Blog subscriptions Blog comments

Presentation (Scale of 1-10)Relevancy of content to customer Perceived quality of ConversationsPortrayal of brand identityEditorial voiceQuality of writingQuality of graphics and videographySynthesis of content across platformsDoes content have a call to action?Site architecture - share buttonsKey Word Usage

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C- Suite Metrics:

• Customer Acquisition Cost (CAC)

• Marketing % of Customer Acquisition Cost (M%-CAC)

• Ratio of Customer Lifetime Value to CAC (LTV:CAC)

• Time to Payback CAC

• Marketing Originated Customer %

• Marketing Influenced Customer %

Cross-Campaign Comparisons:

• Pilot program results tested against current campaigns

• Campaign Engine Revenue Forecast (Total Revenue or Bookings/Total Campaign Investment)

Campaign Revenue Metrics:

1. Net New Leads - inquiries/raw leads from online other social media marketing campaign activities added to marketing content database

2. Marketing Qualified Leads

3. Sales Accepted Leads - by title and company size

4. Sales Qualified Leads - potential revenue assigned

5. Yield – revenue forecast

6. Re-engagement, conversions and velocity through 1-5

Campaign Program Metrics:

• Google rankings for key words and phrases

• PPC yield metrics

• E-mail open rates

• Website visits and page views

• Content asset downloads

• Website form completion and abandonment rates

• Social media metrics compared against competitors

• Lead source/campaign attribution

Quantitative LinkedIn Campaign Program Metrics:

• Total Connections

• New Connections

• LinkedIn Profile Views

• LinkedIn Search Results

• Business Followers

• Industry and Location Representation

Qualitative LinkedIn Campaign Program Metrics:

• Inbox Activity and Sentiment

• Requests for Business

• LinkedIn Signal Keyword Mentions

• Likes and Comments on Updates

• Group Growth and Interaction

• Recommendations

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Campaign Dashboard

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Our Technology Partners

Agile Content Marketing

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Chief Content Officer (CCO)

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Oversees all content marketing initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement,

retention, leads and positive customer behavior.

CCO Measures:

•Customer and employee affinity

•Continual improvement of customer nurturing

•Retention through storytelling

•Increase in new prospects through the consistent development and deployment of content to identified persona group.

•Lifetime customer value, customer satisfaction, and employee advocacy

Field of Play

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Tools: personas, publication calendar, editorial guidelines, technologyOutput: articles, white papers, newsletters, blog pieces, PowerPoint, books, collateral, speech writingWebsite Redevelopment: compliant architecture, web content, SEOSocial Media: blogs, Twitter, Facebook, YouTube, LinkedIn, SlideShare, Google+, Instagram, Pinterest etcMedia Relations: customer and management interviews, media monitoring, media kits, media releases, local media contacts, global media outreach

People in Mix

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https://www.distilled.net/blog/marketing/how-to-develop-and-maintain-a-content-team/

Content Marketing without Strategic Focus

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What If What Next Can Help Lead and Execute!

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“I just said what everyone was thinking.”

Joan Rivers

For more information contact:Howard Oliver, MBAFounder and Chief Content Marketing OfficerWhat If What Next Content Marketing and Public Relations - Worldwide holiver@whatifwhatnext.com, 416-568-5254www.whatifwhatnext.com