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The Agency Issue CONTENT MARKETING STRATEGY FOR EXECUTIVES April 2016 THE AGENCY ISSUE NATIVE ADVERTISING TECH GUIDE THE SNAPCHAT SEQUEL DOCUMENTARY STORYTELLING FOR BRANDS TRICKS & SUBTERFUGE Advertisers resorting to creepy tactics may seal their fate. ALSO INSIDE: THE MEGA LIST OF CONTENT AGENCIES yesler.com/cco Part art. part science. all results. 2 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER IDEA GARAGE MARKETOONIST WHAT’S ONLINE TALKING INNOVATION EDITORIAL SOCIAL WEB VERTICAL VIEW TECH TOOLS Agency Beware s this is our agency issue, I’m going to They avoid that #$@&%*! word. Aoffer some helpful advice I’ve learned If the word campaign is thrown around client To stay on top of content about content marketing agencies over 20 meetings as often as Don Draper smoked cigarettes, marketing trends, subscribe to Joe and years in the business. (Source: I used to run it signals a significant problem. Campaigns are apt Robert Rose’s weekly a publishing agency.) in warfare, politics and advertising—not in content podcast, PNR: This But first … the grim part: Most content marketing. Campaigns stop. Content marketing may Old Marketing. marketing agencies are horrible. evolve, but it should never stop. That’s because you http://cmi.media/pnr Now before all you agency people get need to build a relationship with an audience … and overheated, let me slightly revise that statement: relationships take time. A lot of time. Most self-styled content marketing agencies are not content marketing agencies at all. They are They deliver more than stuff. horrible because they are marketing agencies Well-executed content marketing creates a powerful that also help clients with content. Just because organizational asset: your audience. When content an agency lists content as a service it can provide helps you earn attention and loyal followers along with a hundred others, does that qualify it as over time, you’re transforming your marketing content marketing agency? I think not. organization from a cost center to a strategic asset. What does define a great content marketing agency? The list is longer than I have room for Next time you go to a meeting with your agency, here, but three critical ingredients stick out: notice how concerned it is about helping you (the client) create and sustain an audience. I’ll put real They eat their own dog food. money down it isn’t. True content marketing agencies Content marketing agencies have a significant constantly think about how they’ll build and maintain prospect- or customer-building effort rooted in a an audience over time and how that audience will content marketing approach. They use their own ultimately deliver on your business goals. content activities to experiment, identify great In the span of nine years I’ve seen every agency talent, try out new approaches and understand on the planet go from zero content marketing content’s opportunities and limitations. I know services to an exhaustive list that would make Burt what you thinking … “Blah-blah-blah cobbler’s Baskin and Irv Robbins blush. There are good (even shoes.” I don’t agree. If you believe in content, you great) content marketing agencies out there. Your practice it. Enough said. challenge is to find them. Yours in content, Most self-styled content marketing agencies are not content marketing agencies at all. Joe Pulizzi Founder Content Marketing Institute @JoePulizzi CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3 IDEA GARAGE MARKETOONISTAPRIL 2016 WHAT’S ONLINE IN EVERY ISSUE THE AGENCY ISSUE TACTICIAN VERTICALUNSOLICITED VIEW ADVICE TECH37 TOOLS 38 SOCIAL WEB 42 TECH TOOLS 44 TACTICIAN 48 IDEA GARAGE 50 MARKETOONIST THE AUDIENCE TAKES CHARGE CAN ADVERTISING SURVIVE 08 OR IS IT TOO LATE? FEATURES 16 SNAPCHAT’S BACK! See how it works through the eyes of Snapchat celebrity, Shonduras. 24 TRUE STORIES TRICKSAn underused format to tell complex & stories. SUBTERFUGE Advertisers resorting to creepy tactics may seal their fate. 28 NATIVE ADVERTISING TECH GUIDE 30 THE MEGA LIST OF CONTENT AGENCIES 4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER WWW.CONTENTMARKETINGINSTITUTE.COM WHAT’S ONLINE PNR: THIS OLD MARKETING PODCAST News, Rants & Raves, and Example of the Week Listen in while Joe Pulizzi and Robert Rose dissect the latest industry news and present an interesting case study to inspire marketers. Catch the one-hour podcast every week. http://cmi.media/cco-pnr REPORT B2B Content Marketing: 2016 Benchmarks, Budgets, And Trends – North America See how B2B content marketing is evolving and learn what the most effective marketers are doing differently. http://cmi.media/2016b2b TWITTER CHAT #CMWorld Twitter Chats Join us every Tuesday at noon U.S. Eastern to talk about content marketing topics. http://cmi.media/twitterchats Leave the writing ELIZABETH CLOR 4 Steps to Get Executive Buy-In to us for B2B Content Marketing http://cmi.media/B2Bbuyin Scripted makes it easy to create original, high-quality content at any scale PAIGE SJOBLOM Must-Have Tools for the Brainy Social Media Manager http://cmi.media/cmgr-tools MICHELE LINN 7 Content Marketing Ideas You Can Use Today http://cmi.media/7ideas @getscripted FOUNDER JOE PULIZZI CCO CONTRIBUTORS [email protected] KIRK CHEYFITZ @KIRKCHEYFITZ VICE PRESIDENT & PUBLISHER PETER LOIBL [email protected] JONATHAN CROSSFIELD @KIMOTA CHIEF OPERATING OFFICER PAM KOZELKA ANDREW DAVIS @DREWDAVISHERE [email protected] ANN GYNN @ANNGYNN CHIEF STRATEGY OFFICER ROBERT ROSE TOM FISHBURNE @TOMFISHBURNE [email protected] NATALYA MINKOVSKY @HEJHEJNATALYA VICE PRESIDENT OF CONTENT MICHELE LINN [email protected] VICE PRESIDENT OF MARKETING CATHY MCPHILLIPS [email protected] CHIEF EDITOR CLARE MCDERMOTT [email protected] ADVERTISING INQUIRIES CREATIVE DIRECTOR JOSEPH KALINOWSKI [email protected] PETER LOIBL (347) 725-3565 • [email protected] GRAPHIC DESIGNER CRYSTAL MADRILEJOS [email protected] PROJECT DIRECTOR ANGELA VANNUCCI [email protected] DIRECTOR, BUSINESS DEVELOPMENT & MEDIA SALES KAREN SCHOPP [email protected] REPRINTS DIRECTOR, PRODUCT MARKETING & DEVELOPMENT WALLY KOVAL [email protected] Article Licensing, Permissions, Reprints/Eprints, Plaques BLOG EDITOR & PROOFREADER ANN GYNN [email protected] INTERNATIONAL EDITOR, AUSTRALIA SARAH MITCHELL Toll free: (877) 652-5295 • www.wrightsmedia.com INTERNATIONAL EDITOR, EUROPE NENAD SENIC IT DIRECTOR DAVE ANTHONY [email protected] TO CHANGE YOUR DELIVERY OPTIONS EXECUTIVE ASSISTANT KIM BORDEN [email protected] Email [email protected] and provide your name, company name and address. DIRECTOR OF BLOG COMMUNITY LISA DOUGHERTY & OPERATIONS [email protected] DIRECTOR, ONLINE TRAINING CHUCK FREY [email protected] AUDIENCE DEVELOPMENT MANAGER JOHN HANSON [email protected] CMI BENEFACTORS EDITORIAL CONTENT & CURATION DIRECTOR JODI HARRIS [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] 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 Stories connect people to brands. 28 29 30 27 31 26 32 25 33 24 34 23 35 22 36 21 37 20 1 2 38 19 3 39 18 4 40 6 5 17 10 9 8 5 11 7 7 4 6 41 16 6 8 3 3 4 2 5 42 15 1 9 2 10 1 43 14 44 13 18 45 12 1 17 12 11 2 16 14 13 46 11 15 10 3 47 10 4 9 8 5 6 7 9 48 8 49 7 50 6 51 5 52 53 4 54 3 2 1 55 Connect with Pace. We know people. Creative-led, strategy-fed, high quality content for your content marketing needs. Measurably effective and scalable. For more information: Gordon Price Locke SVP, Chief Development Officer [email protected] paceco.com 817.368.0123 Text Gordon the emoji featured above for more information. greatstories 007.indd 5 2/18/16 12:54 PM THE AGENCY ISSUE The Audience Takes Charge Need evidence consumers hate advertising? Of course you don’t. The signs are everywhere—from the rise of ad-blocking software to the popularity of cord-cutting. Not to be dismissed easily, some ad industry forces are promising to improve, while others dig in for a fight with anti-ad-blockers. Can advertising survive or is it too late? Kirk Cheyfitz d blocking is not something we control; it’s something the consumer controls.” Mike Donahue, ad agency veteran and former executive vice president of the American Association of Advertising Agencies is talking to a roomful of leading marketers at the Wharton School of Business. “If we don’t start to change this business,” Donahue continues. Then he “Apauses for a moment and takes a different tack. “If you don’t like change, you’ll like irrelevance a lot less,” he concludes. Ad blocking is just one sign of the recent popular rebellion against advertising. Such signs suggest irrelevance is where much of the ad business has been headed for the past 20 years. Donahue was one of many industry leaders expressing deep concern at the recent annual meeting of Wharton’s Future of Advertising Program, whose global advisory board includes academics, agency executives, clients, experts from the major digital platforms (like Google and Facebook) and others. The program is one of the country’s most important forums for marketing thinking. Blocking ads is the most visible and (to the industry) most terrifying CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 9 THE AGENCY ISSUE symptom of the powerful phenomenon at the heart of the Internet: audience control. The Internet has exploded across the globe primarily because it gives audiences unprecedented and irreversible control to choose the media they will consume—how, when, from whom and in whatever form they wish.
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