MEASURING THE IMPACT OF CONTENT MARKETING CHRISTOPHER S. PENN January 22, 2014

ABOUT SHIFT

AGENCY OVERVIEW 3 BOSTON NEW YORK SAN FRANCISCO SHIFT is among the top 5 firms that will feature heavily in a future where PR is at the hub of a new era of brand communications that transcends marketing. ESOPEMPLOYEE STOCK OWNERSHIP PLAN 100PROFESSIONALS TECH& CONSUMER VOTED SAVVIEST SOCIAL PR AGENCY BY 500+ B2C AND B2B MARKETERS SMALL AGENCY OF THE YEAR DIGITAL/SOCIAL AGENCY OF THE YEAR 2013 2012

4 #AMAAquent Slides&Tweets: www.shiftcomm.com/ amaaquent Plus high quality audio recording in a few days HOUSEKEEPING

5 TweetBoard www.shiftcomm.com/ amaaquent Spend less time trying to tweet, more time enjoying! HOUSEKEEPING

CONTENT MARKETING

WHAT IS CONTENT MARKETING? 7

WHAT IS CONTENT MARKETING? 8 Content Marketing is owning, as opposed to renting media. Its a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior. Content Marketing Institute

The point of content marketing is to help your content reach your audience. Tweet it: www.shiftcomm.com/amaaquent

3 CORE OUTCOMES 10

3 CORE OUTCOMES 11

3 CORE OUTCOMES 12

THE OLD DAYS 13

WE ARE DROWNING IN CONTENT 14

MARK SCHAEFERS CONTENT SHOCK 15

THE CONTENT SQUEEZE 16

Content supply is increasing; hours in a day are not. Mediocre content will be buried alive. Tweet it: www.shiftcomm.com/amaaquent

LETS TALK ABOUT MAKING GREAT CONTENT 18

THE PENALTIES FOR BAD CONTENT 19 So stick a fork in it: guest blogging is done; its just gotten too spammy.

THE PENALTIES FOR BAD CONTENT 20

Obscurity is your greatest enemy, and bad content is a top culprit. Tweet it: www.shiftcomm.com/amaaquent

CONTENT MARKETING STRATEGY

THE EARNED MEDIA HUB 23

RESEARCH 24

CREATIVE 25

Focus your content marketing budget on research and creative if you have the choice. Tweet it: www.shiftcomm.com/amaaquent

MESSAGING 27

Your core values tell you what kinds of content you may not create. Tweet it: www.shiftcomm.com/amaaquent

CONTENT 29

Automated content creation tools are inherently bad because theyre not unique. Do your own work! Tweet it: www.shiftcomm.com/amaaquent

CONTENT 31 L L L

CONTENT 32 LAUGH L L

CONTENT 33 LAUGH LEARN L

CONTENT 34 LAUGH LEARN LOVE

If your content doesnt make you laugh, learn something, or love it, its bad content. Tweet it: www.shiftcomm.com/amaaquent

THIS IS WHERE MOST CONTENT MARKETING STOPS.

OWNED 37

PAID 38

EARNED 39

The moment any piece of content is shared, it becomes earned media and instantly more credible. Tweet it: www.shiftcomm.com/amaaquent

CONTENT MARKETING IMPACT

3 CORE OUTCOMES 42

REFLEX 43

SEARCH 44 Organic search traffic Branded keyword appearances (where possible) SERPs

SOCIAL 45 Followers/Fans/Likes (they still matter) Engagement Votes Shares

EARNED 46 Coverage Reputation Reach

OWNED 47 Traffic to owned properties Engagement

PAID 48 Ad performance Ad sharing

MARKETING 49 List growth List quality

SALES 50 Sales opportunities Closed won deals The Jerry Maguire

REFLEX 51

No one metric will tell you how your content is doing, just as no one number tells you how healthy you are. Tweet it: www.shiftcomm.com/amaaquent

CASE STUDY: TWITTER IPO

RESEARCH 54

CREATIVE 55

Doing what everyone else has done will not get you what everyone else has gotten. Do something new. Tweet it: www.shiftcomm.com/amaaquent

CREATIVE 57

MESSAGING 58

CONTENT 59

OWNED 60

OWNED 61

EARNED 62

EARNED 63

PAID 64

PAID 65

PAID 66

CONTENT MARKETING IMPACT

SEARCH 68

SOCIAL 69

EARNED 70

OWNED 71

PAID 72

MARKETING 73

SALES 74

WEIGHTING AND ATTRIBUTION 75

SO WHAT?

SEARCH 77 Content marketing not targeted enough Not enough outreach/ placement (hey, hire a PR firm!) Not using best practices

SOCIAL 78 Audience too small, content not getting enough reach, build more audience Maybe pay to grow audience Content a mismatch to audience?

EARNED 79 No one covering you? A PR firm can help your content stand out, wink wink nudge nudge No one sharing = content not compelling enough

OWNED 80 Not seeing traffic increases? Maybe too much lives off-site Other content on site attracting searches but non- compelling Insufficient quality and quantity of calls to action

PAID 81 Not getting ad performance? Try linking up your content to your ads Use content marketing to remarket ad audiences and boost ROI

MARKETING 82 List not growing? Your content marketing may be to blame Test incorporating less or more curation to diagnose marketing engagement

SALES 83 Sales not closing? Maybe content is too rich, cannibalizing sales Maybe content doesnt support the sales narrative

REFLEX 84 FIX THE MOST BROKEN THINGS

REFLEX 85 There is, of course, much more to this model than what weve shared here, but thats secret sauce territory, and were happy to work with you.

TOP 3 TAKEAWAYS

No content is better than bad content. Do it well, or not at all. Tweet it: www.shiftcomm.com/amaaquent

The point of content marketing metrics is to tell you what to fix next. Tweet it: www.shiftcomm.com/amaaquent

Stop chasing easy and start chasing great. Its the only sustainable long term content strategy. Tweet it: www.shiftcomm.com/amaaquent

90 Web: www.shiftcomm.com Twitter: shiftcomm.com/t Facebook: shiftcomm.com/f LinkedIn: shiftcomm.com/l Google+: shiftcomm.com/g Pinterest: shiftcomm.com/p Instagram: shiftcomm.com/i SEE ALL THIS LIVE EVERY DAY

91 Slides&Tweets: www.shiftcomm.com/ AMAAquent Plus high quality audio recording in a few days HOUSEKEEPING

THANK YOU! QUESTIONS?