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CMWorld: Less Content. Bigger Success.

Cleveland!
by

Andrew Davis

on 24 August 2016

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Transcript of CMWorld: Less Content. Bigger Success.

A fractal is generally "a rough or fragmented geometric shape that can be split into parts, each of which is (at least approximately) a reduced-size copy of the whole," a property called self-similarity.
WE THOUGHT LIKE
TELEVISION EXECS?
WHAT IF...
WHAT IF WE VALUED
LONG-TERM RELATIONSHIPS OVER
VIEWS, IMPRESSIONS OR LIKES?
THE POWER OF
SUBSCRIBE!
WHAT IF...
We just tried to own some quality time in our customer's inbox?
WHAT IF...
We ignored click-through rates?
ASK YOURSELF...
Our goal was a ZERO opt-out rate?
FRACTAL
MARKETING
Dale Ordoyne, Cablevision
42,000,000,000
INDEXED WEB PAGES
1993
Columbia, SC
200
CHANNEL
UNIVERSE
EXPLORE YOUR
Who's your chicken whisperer?
7:58 AM
5
SIMPLE SECRETS
TO DRIVING
SALES
WITH VALUABLE CONTENT
SECRET
#2
SECRET
#1
GET RICH.
TARGET A NICHE.
EXPLOIT
CONTENT HOLES
SECRET
#3
MAKE AN
APPOINTMENT WITH YOUR AUDIENCE
SECRET
#4
ATTACH
TALENT YOUR AUDIENCE TRUSTS!
SECRET
#5
CREATE A
HOOK
FARMERS
COMMERCIAL
HOBBYIST
RANCHERS
AGRICULTURE
RURAL
SUBURBAN
LIVESTOCK
AGRICULTURE
BIG
SMALL
CHICKENS
RABBITS
FRACTALS
TRACTOR
SUPPLY
BACKYARD POULTRY
ANDY SCHNEIDER
20K WEEKLY LISTENERS
MOBILE ALABAMA
ANDERSON, SOUTH CAROLINA
NEW CHICKS SOLD
150
ANNUAL FEED / CHICK
ANNUAL REVENUE
100
$144
AVG. ATTENDANCE
$21,600
X
10
STORES
$216,000
ANNUAL REVENUE
NOT INCLUDING OTHER PRODUCTS
X
10
YEARS
AVG LIFE OF A CHICKEN
$21,600,000
LIFETIME VALUE
NICHES
Find a node and commit!
ASK YOURSELF
CONTENT
What's your FISH TV?
OPPORTUNITIES EXIST
ASK YOURSELF
IN EVEN THE MOST CROWDED MARKETS
FOLD
FANATIC
TRISH WITKOWSKI
Chief Folding Officer
Foldrite
4 YEARS
$4 MM A YEAR 2006
$60 MM A YEAR 2011
.
YOU'VE BEEN DREWED
.COM
6 WEEKS
OF INSPIRATION
@TPLDrew
(617) 286-4009
TREAT YOUR CONTENT
LIKE A
PRODUCT
DIGITAL DIVA
To Make-up Mogul
LAUREN LUKE LOOKS
LAUREN
LUKE
$100 MM
BRAND
LAUREN
LUKE
LOOKS
IS A
CONTENT
BRAND
NOT BRANDED CONTENT
Branded content is created for a company. A content brand is created for a valuable audience.
EVERY WEEK SINCE 2007
YOU NEED TO CREATE
CONTENT
BRANDS
TO HARNESS THE
POWER OF SUBSCRIBE
WE LIVE
IN AN
OPT-IN
WORLD
All Versions of a
SUBSCRIPTION
Fan, follow, friend are all synonyms for subscribe.
CONTENT BRANDS BUILD
RELATIONSHIPS
RELATIONSHIPS BUILD TRUST
TRUST DRIVES REVENUE
WITH THE AUDIENCE
BEFORE
THEY NEED YOU
BUILD A RELATIONSHIP
A SUBSCRIPTION
ALLOWS YOU TO
(or, so they need you.)
HOW DO YOU CREATE
A CONTENT BRAND?
THINK LIKE A TV EXECUTIVE
Valuable content increases demand for the products and services you sell.
It inspires people to buy something they didn't know they needed.
24,000
PRODUCTS
NOTHING
has fueled our
consumer culture more than
the content brands we love.
ESPN'S Sportscenter meets wine tasting
ROI?
Entire new line of business in workshops, spokesperson for brands & speaking globally.
Partnership with USPS
THE JOE
SHOW
LAUREN LUKE
2007
$4 B in sales last year
What time in your audience's life can you own?
WHAT IF...
...you attached talent to your content brand?
ASK YOURSELF...
Who does your audience already have a relationship with?
WHAT IF...
...your content brand had a compelling hook?
ASK YOURSELF...
...what simple twist on a familiar theme will entrap or ensnare my audience?
17 NEW WEB PAGES
PUBLISHED EVERY SECOND
2 MILLION BLOG POSTS
EVERYDAY
WE ARE CHURNING
OUT NEW CONTENT
ASK YOURSELF...
How can we harness the power of a subscription?
WHAT IF...
We stopped trying to be everything to everyone?
WHAT IF...
You exploited a content hole in your market?
bit.ly/7tvsecrets
Full transcript