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The Agency Issue How to Choose an Agency Pg CONTENT MARKETING STRATEGY FOR EXECUTIVES April 2015 MASTERING VIDEO How a tech giant makes broadcast-quality video content Roundup of video creation & production tools Low-risk video experiments DEATH OF THE RFP PG. 8 THE AGENCY ISSUE HOW TO CHOOSE AN AGENCY PG. 14 or THE ONION WINS AT SPONSORED CONTENT PG. 12 ADAPTING TO A CONTENT-HUNGRY WORLD ALSO INSIDE THE MEGA LIST OF CONTENT AGENCIES CONTENT. AMPLIFIED. CUSTOM RESEARCH & WHITE PAPERS RESEARCH CUSTOM MAGAZINES & NEWSLETTERS MAGAZINES SPECIAL FEATURE SECTIONS SPECIAL FEATURE DIGITAL CONTENT HUBS DIGITAL NATIVE ADVERTISING NATIVE APP DEVELOPMENT GLOBAL EVENTS GLOBAL INFOGRAPHICS VIDEO WSJ. Custom Studios, the content marketing division within The Wall Street Journal’s advertising department, crafts stories that engage consumers and elevate the conversation for brands. For more information, please visit wsjcustomstudios.com or contact Sarah Dale, Head of Digital & Content: [email protected] © 2015 DOW JONES & COMPANY, INC. ALL RIGHTS RESERVED. 2 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER IDEA GARAGE MARKETOONIST WHAT’S ONLINE TALKING INNOVATION EDITORIAL SOCIAL WEB VERTICAL VIEW TECH TOOLS Help Them Help You You’ve hired a content marketing agency. Now make sure you’ve offered the right tools and support to make them successful. CONTENT. AMPLIFIED. t’s hard to believe it’s been almost 20 years Involve the agency in your complete To stay on top of since Jerry McGuire was released. Starring marketing strategy. There is no way content marketing 1. trends, subscribe Tom Cruise and Cuba Gooding Jr., the an agency will succeed on your behalf if it to Joe and Robert movie’s most famous line “Show me the doesn’t understand the full scope of what you Rose’s weekly money!” has become a cliché. But for me, podcast, PNR: This what resonated most was the scene when are trying to accomplish. Old Marketing. Cruise’s character (the sports agent) said to Gooding http://cmi.media/pnr I(the athlete), “You don’t know what it’s like to be Form an agency coalition. If you’re like ME out here for YOU. It is an up-at-dawn, pride- most, your company is working swallowing siege that I will never fully tell you about, 2. with multiple content marketing agencies. OK? Help me ... help you. Help me, help you.” Help me, help you. Don’t hide them from each other. Introduce When I worked in business development for a them and make sure each one knows the publishing agency over a decade ago, I actually used part it plays. this phrase more than a few times … directed at my clients. And as this is our annual agency issue, let’s CUSTOM RESEARCH & WHITE PAPERS RESEARCH CUSTOM Give them more than 12 months. unpack this a bit, shall we? Just like a content marketing program Over the years, I’ve been critical of many agencies 3. MAGAZINES & NEWSLETTERS MAGAZINES SPECIAL FEATURE SECTIONS SPECIAL FEATURE out there. Some specific issues include: is unlikely to bear much fruit in a few months, • Agencies that don’t actually use content the same goes for your agency’s progress. DIGITAL CONTENT HUBS DIGITAL marketing themselves, NATIVE ADVERTISING NATIVE Give them some runway to get traction. I’ve APP DEVELOPMENT • SEO and social media agencies that really don’t rarely seen an agency-client relationship work GLOBAL EVENTS GLOBAL understand the practice of content marketing, INFOGRAPHICS in a one-year program. • Agencies that care little about strategy because they only want the execution business and VIDEO • Agencies that continue to view content marketing as a campaign. Of course, you are a publisher now, but even But for the most part, the agencies that work on publishers don’t do all the work internally. You need your behalf are out for your best interests, and as great partners to get real results. Do yourself a favor WSJ. Custom Studios, the content marketing division Jerry McGuire so eloquently states, “It’s an up-at- … throw them a bone, will you? dawn, pride-swallowing siege.” They’re out there within The Wall Street Journal’s advertising department, doing whatever necessary to help you with your crafts stories that engage consumers and elevate the content marketing. An agency’s success is totally predicated on you, conversation for brands. the client. If you don’t open certain doors and give Joe Pulizzi access to certain information, you’ll both fail. Here’s Founder For more information, please visit wsjcustomstudios.com or contact three ways you can “Help them, help you.” Content Marketing Institute Sarah Dale, Head of Digital & Content: [email protected] @JoePulizzi An agency’s success is totally predicated on you, the client. © 2015 DOW JONES & COMPANY, INC. ALL RIGHTS RESERVED. CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3 IDEA GARAGE MARKETOONISTAPRIL 2015 WHAT’S ONLINE IN EVERY ISSUE TACTICIAN VERTICAL VIEW TECH26 TOOLSTACTICIAN 29 TECH TOOLS 34 UNSOLICITED ADVICE 36 SOCIAL WEB 40 EXPERT INSIGHT 08 44 IDEA GARAGE 08 The Slow Death of the RFP 12 The Onion: Sponsored Content Masters 14 How to Choose an Agency 16 After the Splash 18 The Agency List FEATURES 30 THINK LIKE A TV PRODUCER How tech giant EMC makes broadcast-quality content. 38 BE A VIDEO MAVEN A roundup of creation and production tools. 28 Podcast Highlight: Content Marketing Next 28 By the Numbers: Documenting a Strategy 39 Productivity Secrets from Content Masters 46 Vendor Directory: Companies that fuel content marketing 4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER SAVE THE DATE! WWW.CONTENTMARKETINGINSTITUTE.COM WHAT’S ONLINE PNR: THIS OLD MARKETING PODCAST Regulations & Reform 2015 Content The boys discuss the FCC’s decision on net neutrality and the IAB publishing native advertising guidelines. Marketing http://cmi.media/neutrality Master Classes Join us for one of our REPORT roll-up-your-sleeves Is Content a Sustainable Advantage? A challenging post by Robert Rose about how marketers must 1-day classes next fall: change if we are to make content a strategic asset. http://cmi.media/sustainable BOSTON Tuesday, Nov. 10 TWITTER CHAT Productivity Booster NEW YORK CITY Check out the productivity tips our #CMWorld community shared Thursday, Nov. 12 during a recent Twitter chat. http://cmi.media/parkerchat SAN DIEGO Tuesday, Nov. 17 SAN FRANCISCO Thursday, Nov. 19 HEIDI COHEN How to curate content like a pro. AUSTIN http://cmi.media/curatecontent Tuesday, Dec. 1 WASHINGTON DC MICHELE LINN Thursday, Dec. 3 14 checklists, scorecards, and worksheets for content marketers. http://cmi.media/14checklists www.contentmarketingconf.com JAMES PRIDEAUX A roundup of key social listening tools. http://cmi.media/listeningtools CCO CONTRIBUTORS FOUNDER JOE PULIZZI IAN BUCK @BUCKSTOP [email protected] KIRK CHEYFITZ @KIRKCHEYFITZ VICE PRESIDENT & PUBLISHER PETER LOIBL JEREMY COOK @JEREMYSCOOK [email protected] JONATHAN CROSSFIELD @KIMOTA CHIEF EDITOR CLARE MCDERMOTT ANDREW DAVIS @TPLDREW [email protected] TOM FISHBURNE @TOMFISHBURNE @CHUCKFREY VICE PRESIDENT OF OPERATIONS PAM KOZELKA CHUCK FREY [email protected] ANN GYNN @ANNGYNN CRAIG HODGES @CRAIGHODGES21 VICE PRESIDENT OF CONTENT MICHELE LINN [email protected] BRIAN KOLB @BRIANKOLB JASON MILLER @JASONMILLERCA MARKETING DIRECTOR CATHY MCPHILLIPS [email protected] NATALYA MINKOVSKY @HEJHEJNATALYA PAMELA MULDOON @PAMELAMULDOON CHIEF STRATEGY OFFICER ROBERT ROSE [email protected] ROANNE NEUWIRTH @ROANNENEUWIRTH ERIN RODAT-SAVLA @ERSAVLA CREATIVE DIRECTOR JOSEPH KALINOWSKI MICHAEL STELZNER @MIKE_STELZNER [email protected] GRAPHIC DESIGNER CRYSTAL MADRILEJOS [email protected] ADVERTISING INQUIRIES PETER LOIBL PROJECT DIRECTOR ANGELA VANNUCCI [email protected] (347) 725-3565 • [email protected] E-MEDIA MANAGER LAURA KOZAK [email protected] REPRINTS PUBLIC RELATIONS AND MEDIA MANAGER AMANDA SUBLER 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] DIRECTOR, BUSINESS DEVELOPMENT KAREN SCHOPP TO CHANGE YOUR DELIVERY OPTIONS [email protected] & MEDIA SALES Email [email protected] and provide your name, BUSINESS DEVELOPMENT MANAGER - WALLY KOVAL company name and address. ONLINE TRAINING [email protected] EDITORIAL CONTENT & CURATION DIRECTOR JODI HARRIS [email protected] CMI BENEFACTORS COMMUNITY MANAGER MONINA WAGNER CMI is partially funded by our benefactors, which include: [email protected] DIRECTOR OF BLOG COMMUNITY & OPERATIONS LISA DOUGHERTY [email protected] WORDPRESS PRODUCTION COORDINATOR YATRI ROLESTON [email protected] BLOG EDITOR & PROOFREADER ANN GYNN [email protected] DIRECTOR, ONLINE TRAINING CHUCK FREY [email protected] SPECIAL PROJECTS MANAGER KRISSY LESKOVEC [email protected] INTERNATIONAL EDITOR, AUSTRALIA SARAH MITCHELL INTERNATIONAL EDITOR, EUROPE NENAD SENIC 6 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER EVERY ROCK STAR DESERVES AN ENTOURAGE. Every rock star marketer deserves a team of people to help their brand shine. Content marketing is a fast-moving industry and Pace has a team of more than 330 award-winning content professionals that can help you strategize, create, curate, distribute and optimize brand storytelling that engages your customers. Content & Digital Strategists Creative Directors Brand Journalists Analysts Digital Developers
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