This document discusses content creation and marketing. It begins by acknowledging that not everything presented as true is actually true. It then discusses different types of content creators called promoters, preachers, professors and poets. Promoters focus on facilitating sales, preachers on driving awareness, professors on building trust, and poets on emotional connections. The document advocates developing a content creation management (CCM) plan that combines these approaches into a scalable process. It provides an example of how a technology company implements such a plan across different content types and teams. The key message is that an organized CCM process is needed to structure content marketing efforts.

2. @Robert_Rose
www.robert-rose.com

3. We’re Not In The Business Of TRUTH

4. Here are some things I KNOW…
I’m not really going to
drag and drop my
presentation on my iPad
The Doubletree hotel
Social Media person is
not *really* sorry to hear
my problems…

5. Here are some things I KNOW…
The classic Coca Cola
ad to teach the world
to sing was completely
contrived.
SIRI is not really
going to bring
me soup.

6. Here are some things I KNOW…
William Shatner is not really
Captain Kirk…
Ok….this one I’m not sure….
There are only 11 minutes
of football in a three hour
game…

7. “I don’t want realism,
I want magic! Yes, Magic.
I try to give that to people.
I don’t tell truths.
I tell what ought to be the
truth.”
Blanche Dubois

8. List of Headlines
Or things I know to be true
“If you can’t describe
what your doing as a
process, you don’t know
what you are doing”
W. Edward Deming

10. What’s The
BIGGEST
challenge to
creating
content?

11. We think we
don’t know
how…
We THINK we
can’t create enough
So, it’s not
most valuable
use of time
Perpetuates
belief we can’t
be creative
Urges us to outsource
content creation
Producing
derivative,
unoriginal
content
Convincing us
our story isn’t
interesting

12. We have to change
The belief that we
can’t produce great
content.
We have to establish
a process that is
scalable and
repeatable.

13. THE POWER OF BELIEF

14. 170,000 – SAG Members
90% Unemployed
2% Make $200k+
---------------------------
60 A-List Actors…
5 Million new businesses/yr
50,000 get $$$
1% achieve “exit”
---------------------------
150 A-List Businesses
($100m+)
1 In 3,000…
1 In 33,000

15. So by the numbers….
It’s 10X harder to become a
$100m business than it is to
be a successful working star
in Hollywood.

16. Did you know…
It’s physically impossible
to hit a professional
fastball?
So by the numbers…
200 ms – Visual response
250 ms – Brain/Muscle
450 ms
400 ms – Ball travel
?

17. - Develop the muscle &
Have the discipline and
responsibility to do it.
“creativity is not a talent.
It’s a way of operating”
John Cleese

18. PROMOTER
PREACHER
PROFESSOR
POET

19. PROMOTER
Needs & Wants
PREACHER
Discovery & Answers
PROFESSOR
Interest & Passions
POET
Feelings & Beliefs
Story-Driven Content Creation

20. Content that facilitates the sale of
our product or service.
Examples: The web site, our pitch,
one-sheets, case
studies etc...
Attributes: Core messaging, high
velocity, Sales
enablement. About US
Targets: Needs & wants
Drives: Commitment
The Promoter

21. Best Practices….
Tim Reisterer – Corporate Visions
(Concrete, Context and Contrast)
Michael Weiss – Pitch Elevation
(How to win the deal)
Nancy Duarte – Resonate
(Persuading audiences to commit)
The Promoter

22. Content to drive awareness of our
approach. Create content in order to
be found; evangelize ideas.
Examples: The blog, the social
media channels.
Attributes: High velocity,
Findability-driven,
Awareness-focused
Targets: Discovery & Awareness
Drives: Engagement
The Preacher

23. Best Practices….
Marcus Sheridan – The Sales Lion
(Use Content To Attract Customers)
Hubspot – Inbound Marketing
(Use content to be found online)
The Preacher

24. Content that we create to build trust,
establish our differentiated approach,
and build relationships
Examples: Any content that provides
“Youtility”
Targets: Audience interests &
passions
Drives: Meaning
The Professor

25. Best practices….
Jay Baer – Youtility
(Content so good you’d pay for it)
Ann Handley & CC Chapman –
Content Rules
(Share or solve; don’t shill)
The Professor

26. Content we create to bind our brand to
our audience’s belief systems. Content
that connects emotionally in order to
create affinity
Examples: Videos, pictures, any
content that connects to
feelings.
Targets: Feelings & Beliefs
Drives: Emotionality
The Poet

27. Best practices…
Robert Rose – Content Marketing
Institute (What I mostly blog about…)
Carla Johnson – TypeA
Communications (B2B Brand
Storytelling)
Youngme Moon – Different
“marketing has become the
soundtrack of our generation.”
The Poet

28. Putting It All Together
Make It A Process….
INTRODUCING CCM
CONTENT CREATION MANAGEMENT
PLAN
CHECK
ACT
DO

29. Prof.
Services
Partner
Marketing
Putting It All Together
A B2B – Technology Company
Prod #5
Prod #6
Prod #1
Prod #2
Prod #3 Prod #4
Prod #7Industry
#1
Industry
#4
Industry
#2
Industry
#3
500 emails per week
4 GB of Content / week
And he was using….
None of it….. He made his own.
His
Content

30. Putting It All Together
A B2B – Technology Company
The PLAN
Build a sales enablement content COE - Spec-
Sheets, Case studies, PDF’s, emails, news-events… All
the usual stuff – curated there.
The DO
A new process – focused on curating the tidal wave
and enabling sales across the buyer’s journey…
The CHECK
Fueling better sales enablement
THE ACT
Content marketing for awareness– more leads.
The Promoter

31. Putting It All Together
A B2B – Technology Company
The PLAN
New blog team – 3 articles weekly. Top 5 reasons
posts daily – High velocity shared thru social
The DO
Focusing on getting SEO results, and being found
for new lead generation
The CHECK
Top 10 across 20 keywords. 100% increase in
traffic. 50,000 followers across social channels
The ACT
Lead quality / flattened SEO results. What’s next?
The Promoter
The Preacher

32. A B2B – Technology Company
The PLAN
Decrease velocity – higher priority on
tent-pole pieces. Research,
aggregated data, industry influencers
The DO
Focus on quality, increase education
across ALL services, – NPS increase
among existing customers.
The Promoter The Preacher
The Professor
The CHECK
Increase both number & quality of
leads, anecdotal evidence of
customer satisfaction – greater
cross-sell opportunities.
The ACT
Re-brand under-way, want to
connect more deeply with SMB’s
and new markets

33. A B2B – Technology Company
The PLAN
Add in special, focused videos and content
directed to the “owners” of SMB businesses
the focus on. Change beliefs. Connect
emotionally with brand.
The DO
Focus on what it’s like to have to make
decisions about handing business to children,
make decisions about expansions, retire….
Feature real stories.
The CHECK
Just starting…..
The ACT
How to integrate these things together?

34. Story-Driven
Content Creation
It’s a Spectrum Not A Pie
Magic In The Mixing
Most common
Content marketing
Brand Storytelling
Most common
Content
marketing
mistake
Very difficult to
achieve well.

35. Structure – Pharma Company
Velocity…..
In-House Brand
Team & Creative
Agency
In-House Prod.
Team / PR &
Demand Agency
Marketing & Sales
Enablement Teams
Brand Agency & PR
For Ads/Corp Comm.
Web &
Demand
agency teams
Team Editorial Calendars
Content Management, Publishing, Measurement
CCM…
- CCM Center Of Excellence -
- Brand & Major Corporate Themes -

36. CCM – Content Creation Management
Content Creation Management
• It’s a process that doesn’t exist in
most organizations – yet….
• One of the key missing pieces to
a structured content marketing
approach
• The 4 archetypes is but one way
to think of it… for now… Use
whatever suits…

37. “Until you make the
unconscious conscious, it will
direct your life and you will
call it fate.”
Carl Jung

38. THANK YOU
@Robert_Rose