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CMWorld: Less Content. Bigger Success.
Transcript of CMWorld: Less Content. Bigger Success.
WE THOUGHT LIKE
WHAT IF WE VALUED
LONG-TERM RELATIONSHIPS OVER
VIEWS, IMPRESSIONS OR LIKES?
THE POWER OF
We just tried to own some quality time in our customer's inbox?
We ignored click-through rates?
Our goal was a ZERO opt-out rate?
Dale Ordoyne, Cablevision
INDEXED WEB PAGES
Who's your chicken whisperer?
WITH VALUABLE CONTENT
TARGET A NICHE.
APPOINTMENT WITH YOUR AUDIENCE
TALENT YOUR AUDIENCE TRUSTS!
20K WEEKLY LISTENERS
ANDERSON, SOUTH CAROLINA
NEW CHICKS SOLD
ANNUAL FEED / CHICK
NOT INCLUDING OTHER PRODUCTS
AVG LIFE OF A CHICKEN
Find a node and commit!
What's your FISH TV?
IN EVEN THE MOST CROWDED MARKETS
Chief Folding Officer
$4 MM A YEAR 2006
$60 MM A YEAR 2011
YOU'VE BEEN DREWED
TREAT YOUR CONTENT
To Make-up Mogul
LAUREN LUKE LOOKS
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
TO HARNESS THE
POWER OF SUBSCRIBE
All Versions of a
Fan, follow, friend are all synonyms for subscribe.
CONTENT BRANDS BUILD
RELATIONSHIPS BUILD TRUST
TRUST DRIVES REVENUE
WITH THE AUDIENCE
THEY NEED YOU
BUILD A RELATIONSHIP
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.
has fueled our
consumer culture more than
the content brands we love.
ESPN'S Sportscenter meets wine tasting
Entire new line of business in workshops, spokesperson for brands & speaking globally.
Partnership with USPS
$4 B in sales last year
What time in your audience's life can you own?
...you attached talent to your content brand?
Who does your audience already have a relationship with?
...your content brand had a compelling hook?
...what simple twist on a familiar theme will entrap or ensnare my audience?
17 NEW WEB PAGES
PUBLISHED EVERY SECOND
2 MILLION BLOG POSTS
WE ARE CHURNING
OUT NEW CONTENT
How can we harness the power of a subscription?
We stopped trying to be everything to everyone?
You exploited a content hole in your market?