CONTENT MARKETING STRATEGY FOR EXECUTIVES August 2015 SPECIAL SECTION: Demand Gen & ROI Guide DREAM JOB: NASA’s Social Media Team Content Marketing World Show Issue YouTube Celebrity MatPat Shows Brands How to Make It Big. ALSO INSIDE RAJIV CHANDRASEKARAN HEADS UP STARBUCKS’ NEW MEDIA VENTURE CCO_Aug2015.indd 1 7/24/15 8:19 AM CONTENT. AMPLIFIED. WSJ. Custom Studios, the content marketing division of The Wall Street Journal, crafts stories for brands that engage consumers and drive meaningful connections. CUSTOM RESEARCH & WHITE PAPERS DIGITAL CONTENT HUBS GLOBAL EVENTS MAGAZINES & NEWSLETTERS APP DEVELOPMENT INFOGRAPHICS SPECIAL FEATURE SECTIONS NATIVE ADVERTISING VIDEO For more information, please visit wsjcustomstudios.com or contact Sarah Dale, VP, Digital & Content: [email protected] © 2015 DOW JONES & COMPANY, INC. ALL RIGHTS RESERVED. 2 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER CCO_Aug2015.indd 2 7/24/15 8:19 AM IDEA GARAGE MARKETOONIST WHAT’S ONLINE TALKING INNOVATION EDITORIAL SOCIAL WEB VERTICAL VIEW TECH TOOLS It Takes Patience few months ago I gave a speech to It takes time to show behavioral differences in a group of marketers from larger subscribers, particularly to show the difference brands and I spoke to them at with data (e.g., do they buy more, stay longer as length about patience. Building customers). In the meantime, here are a few ideas a loyal audience takes time—well to keep your company invested: To stay on top of in excess of any campaign cycle— 1. Develop a pilot program. This pilot, six months content marketing and as content champions, we must do what we in length, will show success with lower-level trends, subscribe to Joe and Robert canA to appease the money folks until we can show a metrics such as search engine rankings, leads or Rose’s weekly tangible return. even qualitative feedback from customers. These podcast, PNR: This After the presentation, one of the marketing results may be enough to keep the budget people Old Marketing. executives came up to me and explained, “Joe, happy and give you one or two additional cycles http://cmi.media/pnr I’ve been given permission to launch a content of funding. marketing program, but I have to show some link to 2. Cultivate fear. Analyze the competition and sales in six months.” make a case that your company is losing web After learning the particulars of the situation, visibility fast ... and the solution will take time including that the normal buying cycle for this B2B to fix manufacturing company is about 12 months, I made 3. Find a sugar daddy. Identify key pain points two recommendations: for your sales leaders, or better yet, THE sales “You can try plenty of interrupting … direct leader. You’ll likely find a content solution mail, some in-the-face advertising leveraging for those key issues. If you can make him or targeted media or perhaps some sponsored native her happy in the initial stages of your content advertising. Or you can leave the company and find program, you’ll be able to continue your “little an executive team with more patience.” project” for a bit longer. For content marketing to really work, you must build a loyal, trusting audience. Six months will buy Sure, you could hit the jackpot at the slot machine, you about as much loyalty as a goldfish can mu ter. but most people don’t. The majority of content marketing programs needs time and nurturing to 15 Months bear fruit. Identify now how you are going to beg, For my new book Content Inc. (coming out at borrow and steal to keep the money pump open Content Marketing World in September), we until your program blossoms. interviewed a number of entrepreneurs about how they built their multi-million-dollar companies through content. On average, it took at least 15 months for each one to grow a loyal audience and make money (i.e., show a return) from that audience. It takes time ... most likely longer than your Joe Pulizzi current budget cycle. You need to grow some Founder patience in your organization. Easier said than Content Marketing Institute done. How do you do this? @JoePulizzi On average, it took at least 15 months for each business to grow a loyal audience and show a return from that audience. CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3 CCO_Aug2015.indd 3 7/24/15 8:19 AM CULTIVATE YOUR IDEA GARAGE DEMAND GEN & ROI SKILLS MARKETOONISTAUGUST 2015 Is ROI Really WHAT’S ONLINE What You’re Looking For? IN EVERY ISSUE 09 TACTICIAN 13 VERTICAL30 TECH VIEW TOOLS TECH TOOLS 18 Tech Zen: Inside the 32 SOCIAL WEB finely tuned demand generation engine at CSC. 48 UNSOLICITED ADVICE 56 EXPERT INSIGHT Four content marketing fundamentals you 20 58 TACTICIAN need in place today. 68 IDEA GARAGE Overview of demand 70 VENDOR DIRECTORY generation and ROI technology tools. FEATURES 24 THE MATPAT PHENOMENON The YouTube celebrity explains the pros and pitfalls of video content. 50 DREAM JOB: NASA The star-struck social media team gives an inside look at what it’s like to share scienti c discoveries with eager fans. 60 BRAND JOURNO Award winning journalist Rajiv Chandrasekaran talks about his collaboration with Starbucks. 35 Content Marketing World Pull-Out Section 46 Radical Honesty: A Danish bank creates a web TV station. 64 Content Marketer of the Year Finalists 4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER CCO_Aug2015.indd 4 7/24/15 8:19 AM is now CONTENT STRATEGY CONTENT CREATION PRINT AND DIGITAL PUBLISHING SOCIAL JOURNALISM All the best stories have great REAL-TIME CONTENT DISTRIBUTION beginnings. This is ours. DIGITAL DESIGN AND DEVELOPMENT Manifest Digital and McMURRY/TMG have combined our content creation CONSULTATIVE UX SERVICES and experience design forces to create Manifest – a supernovaian agency set SOCIAL MEDIA MARKETING for intergalactic greatness. At least that’s what our hyperbole-prone press agents SEARCH ENGINE MARKETING like to tout. MEASUREMENT AND ANALYTICS As you might expect, we have tons more to say. We even built a website to say all those CREATIVES SERVICES things. Learn more about how we think and what we do at manifest.com. VIDEO PRODUCTION CCO_Aug2015.indd 5 7/24/15 8:19 AM FOUNDER JOE PULIZZI CCO CONTRIBUTORS [email protected] ARDATH ALBEE @ARDATH421 VICE PRESIDENT & PUBLISHER PETER LOIBL [email protected] JONATHAN CROSSFIELD @KIMOTA VICE PRESIDENT OF OPERATIONS PAM KOZELKA ANDREW DAVIS @TPLDREW [email protected] ANN GYNN @ANNGYNN CHIEF STRATEGY OFFICER ROBERT ROSE MARCIA LAYTON TURNER @MARCIATURNER [email protected] MICHELE LINN @MICHELELINN VICE PRESIDENT OF CONTENT MICHELE LINN GARY LIPKOWITZ @L1PK0 [email protected] CATHY MCPHILLIPS @CMCPHILLIPS CLARE MCDERMOTT CHIEF EDITOR @HEJHEJNATALYA [email protected] NATALYA MINKOVSKY ROANNE NEUWIRTH @ROANNENEUWIRTH CREATIVE DIRECTOR JOSEPH KALINOWSKI [email protected] NICK PANAYI @NICKPANAYI @ROBERT_ROSE GRAPHIC DESIGNER CRYSTAL MADRILEJOS ROBERT ROSE [email protected] AMANDA SUBLER @AMANDASUBLER MARKETING DIRECTOR CATHY MCPHILLIPS ANDREW VALE @ANDYVALE [email protected] MONINA WAGNER @MONINAW PROJECT DIRECTOR ANGELA VANNUCCI [email protected] DIRECTOR, BUSINESS DEVELOPMENT & MEDIA SALES KAREN SCHOPP [email protected] ADVERTISING INQUIRIES BUSINESS DEVELOPMENT MANAGER, ONLINE TRAINING WALLY KOVAL PETER LOIBL [email protected] (347) 725-3565 • [email protected] BLOG EDITOR & PROOFREADER ANN GYNN [email protected] INTERNATIONAL EDITOR, AUSTRALIA SARAH MITCHELL REPRINTS INTERNATIONAL EDITOR, EUROPE NENAD SENIC Article Licensing, Permissions, Reprints/Eprints, Plaques Toll free: (877) 652-5295 • www.wrightsmedia.com IT DIRECTOR DAVE ANTHONY [email protected] EXECUTIVE ASSISTANT KIM BORDEN [email protected] TO CHANGE YOUR DELIVERY OPTIONS LISA DOUGHERTY DIRECTOR OF BLOG COMMUNITY Email [email protected] and provide your name, & OPERATIONS [email protected] company name and address. DIRECTOR, ONLINE TRAINING CHUCK FREY [email protected] EDITORIAL CONTENT & CURATION DIRECTOR JODI HARRIS [email protected] CMI BENEFACTORS MEDIA PARTNERSHIP MANAGER KELLY HENDRYX [email protected] CMI is partially funded by our benefactors, which include: E-MEDIA MANAGER LAURA KOZAK [email protected] DIRECTOR OF FINANCE COLLEEN KILBANE [email protected] SPECIAL PROJECTS MANAGER KRISSY LESKOVEC [email protected] PODCAST NETWORK DIRECTOR PAMELA MULDOON [email protected] RESEARCH DIRECTOR LISA MURTON BEETS [email protected] MANAGING EDITOR, INTELLIGENT CONTENT MARCIA RIEFER JOHNSTON [email protected] WORDPRESS PRODUCTION COORDINATOR YATRI ROLESTON [email protected] PUBLIC RELATIONS MANAGER AMANDA SUBLER [email protected] COMMUNITY MANAGER MONINA WAGNER [email protected] DIRECTOR OF EVENTS KELLEY WHETSELL [email protected] 6 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER CCO_Aug2015.indd 6 7/24/15 8:19 AM SAVE THE DATE! WWW.CONTENTMARKETINGINSTITUTE.COM WHAT’S ONLINE PNR: THIS OLD MARKETING PODCAST Content for Startups 2015 Content On the eve of Content Inc.’s debut, Joe Pulizzi and Robert Rose talk about how high-growth startups use content to boost revenue. Plus the guys weigh Marketing in on Google’s Phantom update and the implications for native advertising. Master Classes http://cmi.media/PNRepisode81 Join us for one of our REPORT roll-up-your-sleeves 75 Examples to Spark Your Content Marketing Creativity 1-day classes