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Planning/Repurposing Content For CONTENT MARKETING STRATEGY FOR EXECUTIVES February 2015 ICC SHOW ISSUE How to create a cohesive content solar system ALSO INSIDE MASS MUTUAL’S BREATHTAKING NEW EXPERIMENT /// SIGNS YOU NEED TO FIND A NEW JOB WM_CCOMagazine_Ad_FullPage.pdf 1 8/15/14 12:29 PM Did you know that earned media is 88% more trustworthy than owned media? * Whether you’re a content publisher or a brand that’s been featured in someone else’s content, there’s a revenue generating, brand elevating success story to tell! Wright’s Media specializes in content licensing that generates more revenue and extends brands. Wright’s Media is excited to introduce its next chapter, LicenseStream - an automated online content licensing platform that has changed the entire content game and is sure to blow your mind. C Our story just keeps getting better and better. M Y CM CALL US AT 877.652.5295 OR MY VISIT US AT WRIGHTSMEDIA.COM CY TO BECOME PART OF A BEST SELLER. CMY K 2 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER WM_CCOMagazine_Ad_FullPage.pdf 1 8/15/14 12:29 PM IDEA GARAGE MARKETOONIST WHAT’S ONLINE TALKING INNOVATION EDITORIAL SOCIAL WEB VERTICAL VIEW TECH TOOLS Did you know that earned media is 88% more Planning for 2020 * trustworthy than owned media? Content will become a strategic asset that differentiates your brand. How close are you? Whether you’re a content publisher or a brand that’s been featured in someone else’s content, there’s a revenue generating, brand elevating success story to tell! Wright’s Media id you know you are closer to the But to be honest, most of us aren’t nearly To stay on top of year 2020 than the year the iPhone close enough. specializes in content licensing that generates more revenue and extends brands. content marketing was introduced, the year most of us In 1954, Peter Drucker stated the “purpose of trends, subscribe composed our first tweet and the a business is to create a customer. The business to Joe and Robert year Facebook Pages was created? enterprise has two—and only two—basic functions: Rose’s weekly Wright’s Media is excited to introduce its next chapter, LicenseStream - an automated Over the same time, we’ve seen marketing and innovation.” And of those, podcast, PNR: This online content licensing platform that has changed the entire content game and is sure to dramatic changes in how we market. For one, our “marketing is the distinguishing, unique function of Old Marketing. http://bit.ly/ Dcustomers expect more from us. the business.” PNRThisOldMktg blow your mind. This is even more true today than it was in Drucker’s time. Within marketing, our content is the asset that differentiates us. C Our story just keeps getting better and better. In 2020, we won’t get by It deserves to be created, managed, published, M promoted and measured as a strategic function Y if we continue renting within the business. CM CALL US AT 877.652.5295 OR others’ audiences. Developing your five-year plan MY VISIT US AT WRIGHTSMEDIA.COM From this moment, you have five years to transform CY TO BECOME PART OF A BEST SELLER. your marketing organization from describing value Second, the democratization of content gives us to creating value. Are you prepared to: CMY incredible power to communicate directly with our • Delight audiences when they don’t need K customers. We can now market to extremely small your product? slices of our audience and create highly targeted • Move customers from awareness to unapologetic messages. (And if we don’t use content to build our evangelization? audiences now, we’ll pay for it in five years.) • Function as a business (if you had to) without any And third, marketing has evolved from simply reliance on traditional marketing? describing value (i.e., features and benefits) to actually creating value through amazing experiences. This last part is where I believe smart companies Some of us—like the Red Bulls and Krafts of the will be in 2020. Progressive, innovative companies world—are pretty close. Even General Electric saw will have developed deeply loyal audiences through the importance of this and placed its entire lighting myriad content offerings. And while they may division under Chief Marketing Officer Beth Comstock. advertise at certain times, they won’t need to. How close are you to 2020? Joe Pulizzi Founder Content Marketing Institute @JoePulizzi CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3 IDEA GARAGE MARKETOONISTFEBRUARY 2015 WHAT’S ONLINE IN EVERY ISSUE TACTICIAN VERTICAL VIEW TECH14 TOOLS TECH TOOLS 16 SELFWORK 18 TACTICIAN 26 SOCIAL WEB 34 IDEA GARAGE CONTENT STRATEGY EXPLORATION GUIDE 08 Defining and organizing your 07 content universe. 11 Your questions answered by content strategists. FEATURES 22 charity: water A philanthropic brand inspires cinematic stories. 28 Society of Grownups Mass Mutual opens up a hip storefront to teach financial savvy. 32 Investing In Content Why venture backing of content companies matters for brand publishers. 17 Update Your Headshot 20 Preventing Content Bloat 33 Podcast Highlight: The Pivot 4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER WWW.CONTENTMARKETINGINSTITUTE.COM WHAT’S ONLINE February 25, 2015 PNR: THIS OLD MARKETING PODCAST 10 a.m. EDT The Social Money Pit Hosts Joe Pulizzi and Robert Rose discuss how marketers waste money on social media, and review the Time Magazine deal with Outbrain. Become more successful http://bit.ly/MoneyonSocial with your content REPORT marketing through The State of Global Enterprise Content Marketing today’s latest technology See how North America, Australia and the United Kingdom are using content marketing in CMI’s annual research. in CMI’s free, virtual event. http://contentmarketinginstitute.com/research/ ContentTECH features TWITTER CHAT keynotes by leaders from Planning/Repurposing Content for Motorola Solutions & Multiple Personas Read the transcript from the #CMWorld Twitter chat with Amy Higgins Xerox Corporation, on how to get the most from the content you have—and how to plan reuse from the beginning. six sessions covering all http://bit.ly/StateofCMOps aspects of our content marketing framework, MICHELE LINN live chat sessions Fewer People Are Using Content Marketing. Why it’s Good News with industry leaders, http://bit.ly/FewerCM exhibit hall access, HANA ABAZA networking & 90 day A Quick and Easy Content Marketing on-demand access! ROI Tip Sheet http://bit.ly/CMROITip JEFF FREUND Go Agile: Adapt 12 Principles bit.ly/CT2015 to Content Marketing http://bit.ly/12CMPrinciples #ContentTECH CCO CONTRIBUTORS FOUNDER JOE PULIZZI JONATHAN E. ‘JEB’ BATES [email protected] JONATHAN CROSSFIELD @KIMOTA VICE PRESIDENT & PUBLISHER PETER LOIBL ANN GYNN @ANNGYNN [email protected] AMY HIGGINS @AMYWHIGGINS CHIEF EDITOR CLARE MCDERMOTT NATALY KELLY @NATALYKELLY [email protected] JON LOOMER @JONLOOMER VICE PRESIDENT OF OPERATIONS PAM KOZELKA CATHY MCPHILLIPS @CMCPHILLIPS [email protected] NATALYA MINKOVSKY @HEJHEJNATALYA MICHELE LINN VICE PRESIDENT OF CONTENT PAMELA MULDOON @PAMELAMULDOON [email protected] ERIN RODAT-SAVLA @ERSAVLA MARKETING DIRECTOR CATHY MCPHILLIPS @BYOUNG07016 [email protected] BRAD YOUNG CHIEF STRATEGY OFFICER ROBERT ROSE [email protected] CREATIVE DIRECTOR JOSEPH KALINOWSKI [email protected] ADVERTISING INQUIRIES GRAPHIC DESIGNER CRYSTAL MADRILEJOS PETER LOIBL [email protected] (347) 725-3565 • [email protected] PROJECT DIRECTOR ANGELA VANNUCCI [email protected] REPRINTS E-MEDIA MANAGER LAURA KOZAK Article Licensing, Permissions, Reprints/Eprints, Plaques [email protected] PODCAST NETWORK DIRECTOR PAMELA MULDOON [email protected] Toll free: (877) 652-5295 • www.wrightsmedia.com RESEARCH DIRECTOR LISA MURTON BEETS [email protected] TO CHANGE YOUR DELIVERY OPTIONS MEDIA SALES KAREN SCHOPP [email protected] Email [email protected] and provide your name, company name and address. BUSINESS DEVELOPMENT MANAGER - WALLY KOVAL ONLINE TRAINING [email protected] EDITORIAL CONTENT JODI HARRIS CMI BENEFACTORS & CURATION DIRECTOR [email protected] CMI is partially funded by our benefactors, which include: COMMUNITY MANAGER MONINA WAGNER [email protected] AUDIENCE DEVELOPMENT MANAGER TRACY MALLETTE [email protected] DIRECTOR OF BLOG COMMUNITY LISA DOUGHERTY & OPERATIONS [email protected] WORDPRESS PRODUCTION COORDINATOR YATRI ROLESTON [email protected] BLOG EDITOR & PROOFREADER ANN GYNN [email protected] DIRECTOR, ONLINE TRAINING CHUCK FREY [email protected] INTERNATIONAL EDITOR, AUSTRALIA SARAH MITCHELL INTERNATIONAL EDITOR, EUROPE NENAD SENIC 6 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER YOU ARE HERE CONTENT STRATEGY EXPLORATION GUIDE Most marketers understand content strategy differs from content marketing strategy, but the details are still hazy. 2015 is the year to get it right. CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 7 CONTENT STRATEGY EXPLORATION GUIDE A CONTENT STRATEGIST’S BIG BANG THEORY A central tenet of content strategy is to create many content assets from the Big Idea. Here we explore how the concept works in practice. Amy Higgins As content marketers, we struggle with the never-ending battle of quantity vs. quality. We want to produce quality content with an extremely high ROI and we want enough content to appeal to all our varied audiences. But too often there’s a tension between quality and quantity. What if you could produce quality content
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