As a content marketer, you have probably heard the call for us all to become brand storytellers. While this sounds great in theory, the tricky part for many companies is determining how to develop these stories in the first place. 

There are no hard-and-fast rules for developing your brand’s stories, but you can go back and look at classic storytelling and structure as a helpful map to guide you. For example, the classic “hero’s journey” from Joseph Campbell’s, The Hero with a Thousand Faces, outlines what he calls the “monomyth” — which is a pattern that many believe can be found in almost every narrative around the world. Continue Reading

[Editor’s note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we’ve seen from our CMI Consultants. Today’s post originally appeared on Robert Rose’s The Mythic Marketer blog on June 19, 2012.]

My grandfather used to say something that’s been on my mind a lot recently. Whenever I got frustrated about anything — school, a job, life, more generally — he would ask me “What have you created lately?” Then, he’d chide me: “Go create a new experience for someone.” He wrote this to me once in a card that explained this idea, which was: When you create a new experience for someone, you get to experience it — and in turn, it creates new opportunity for you. Continue Reading

If you haven’t already seen the overview of Coca Cola’s Content 2020 Project on YouTube, stop reading this right now, and go spend the 18 minutes. If you’re at all interested in how content is going to reshape the strategic marketing process, this is quite simply, a manifesto.Continue Reading

If you’re a parent, you’ve no doubt at some point had to master the never-ending onslaught of a “why?” session. Comedian Louis CK has a wonderful bit on this, where he talks about how his daughter’s asking “why” led him to mind-altering insanity as a question about going outside while it’s raining led deeper and deeper into the meaning of life.

But of course we were kids ourselves once. Remember? We had all the time in the world — and nothing was more important than understanding the wide world around us. Dr. Dawn Taylor, a psychologist at Penn State who specializes in child development said something that resonates with me: “Asking ‘why’ is one of the most important strategies children have for connecting with their caregivers and learning about the world around them.”

It’s also one of the most important strategies for content marketing. Let me explain… why.Continue Reading

This past September, I was honored to speak at Content Marketing World. My talk was called “Storytelling Secrets From Hollywood.” Since that time, I’ve had a few people ask me for the slides. Inspired by these requests, I’ve been having some fun learning about video-editing programs. So here, I thought I’d go one step further and develop a little video for CMI readers.

The video embedded below is the basis of my presentation at Content Marketing World 2011.  I’ve since added some more visual elements to the storytelling — including clips from some of the movies I reference. (Hopefully, I’ve made them a little more fun to watch). Of course, if you’re interested in viewing the on-demand version of my talk, it’s available here.

Continue Reading

In Best Practices, Mediocre Results , Robert Rose claims marketers who focus on measuring up to others are less willing to take risks and less likely to stand out.  Here, he offers tips about how to move beyond best practices—and become more than just average.

6 Ways To Move Beyond Best Practices

1. Turn worst to best

As an exercise, take your worst performing tactic (maybe it’s print) and ask yourself, “If tomorrow this was the only way I could market, how would I do it differently?”

2. Turn best to different

Pretend you learn the conversion rate on your best content marketing tactic ranks dead last among your peers who use the same tactic. What would you do differently?

3. Burst your bubble

What would you do if demand for your product or service   fizzled out (e.g., demand for camera film)? How would your story change to meet the challenge?

4. Join a new clique

What if you applied best practices from another industry to your business? Learn what’s going on in an industry completely different than your own. What ideas can you borrow?

5. Ask the choir for a song suggestion

Have you mined company employees outside of marketing for wonderful, crazy and out-of-the-box ideas? Find the hidden innovators in your organization and find ways to get them involved.

6. Differentiation, not “incrementation”

Remember that differentiation means being “different” than your competition. Instead of asking how to tell a better story than your competition, think about how you can tell a different one.

Why a hyper focus on measurement and incremental gains makes marketers average.

Let’s talk about how a myopic focus on measurement can suck all the innovation and success out of our strategy. Here is an experiment: Walk around your office and ask everybody three questions. The first question: “Should companies be innovative?”  I’ll take a wild-ass guess and predict a 90-percent-plus response in the affirmative.

Then, independent of that answer, immediately ask the next one. “Has our company ever been innovative?” Here, you may get that confused it’s-4 p.m,-and-I-haven’t-had-my-Snickers look. They may ask “Do you mean are we innovative right now?” And you’ll reply, “No, I’m asking whether we have ever been innovative? Ever?”

Here, your mileage will vary, but I’ll bet you one thing to be 100 percent true. Of those who said “yes” to the second question, when you ask them the third and final question, everyone will cite a success.

You see … everybody LOVES innovation. You know, just so long as it worked.

Nobody wants to be the dope who said “yes” to the new content marketing strategy that wound up causing a social media tsunami. As a friend said to me recently, “I’d rather get a zero out of 100 on a test rather than a 22. Because a 22 means I tried.”

Today it seems we are under constant pressure to obtain data, prove ROI and justify our choices—even those we haven’t even made yet. Content marketers in particular seem to be in the grips of ROI monomania. At almost every conference, webinar and client meeting I attend, one of the first things I’m universally asked is “We’re thinking of doing some content marketing, but my boss wants to know it will work. How do I show the ROI?”  

So, what are we really looking for when we ask that question? There is almost certainly no way to draw a straight line between the expense of a content marketing initiative and revenue. And, arguably, many successful content marketing initiatives aren’t designed to generate revenue anyway. No, what we’re really looking for are best practices. They’re safe. Whenever we’re trying something new like content marketing, we become so focused on following best practices that we forget our real job is to be innovative. We become incapacitated by this feeling that our measurement should always be moving up and to the right, and unable or unwilling to embark on any activity we can’t ensure will nudge our measurement stats in the right direction.

Best practices are maps for us to follow to get the same results as those who went before us. In short, they are the marketing equivalent of sitting down at the restaurant and saying, “I’ll have what she’s having.”

But, here’s the thing: When we are satisfied with a best practice—when we end at best practices—we are saying that we’re satisfied with being average.

You’ve all heard them. Here are a few “best practices” that we’ve grown up with:

• 40/40/20 rule: Started by Ed Mayer, a pioneer in the direct marketing industry, the 40/40/20 rule says we should focus 40 percent to the right list (audience), 40 percent to the offer and 20 percent to everything else (format, paper, stock, graphics, etc.).
• No navigation on landing page: This best practice says that you should remove everything extraneous from your landing pages or risk your conversion rate.
• 1 to 2 percent conversion rate: This one is so ingrained that it’s even become a “rule” within Google Adwords. If you can’t maintain a higher than 1 percent click-thru rate on your text ad, your ad quality score is penalized.

And there are tons of others …

The point is not to disabuse you of these practices (although I have personal experience that the second example is definitely not always true). In fact, quite the opposite—these are best practices precisely because they have worked for many in the past. 

Do you want to be the chicken or the egg?

Who was the first marketer to discover that removing 75 percent of her email list and culling it down to just those who opted-in actually improved her marketing performance and saved money?

Almost certainly this wasn’t a best practice when she tried it. She either discovered it accidentally (happy accident) or there was a decision to test this as a theory and the marketer tried it out. Then, a case study gets written, the idea gets passed on and passed on … and ultimately becomes the rule of thumb for marketing best practices from that point forward. Repeat. Repeat. Repeat.

Content marketing is no different. It’s a new practice we’re putting into our organizations. And, it’s a practice that doesn’t replace the channels we’re using. Rather, it’s one that ideally makes everything else we’re doing more effective. So we should build our business case and our measurement strategy with that in mind.

Say we produce high quality content and distribute it through a number of channels (blog, social web, etc.), and we notice an uptick in visitors to the site. That’s measurable but let’s be clear: higher traffic does not mean that content marketing is providing a return. It means our one, great piece of content is providing value to our existing advertising process. And, we can quantify that value based on how many more people we get into our sales process because of it. In short, this is what gives you the permission to think outside the box. Using a content marketing strategy more likely increases the ROI of other activities you’re supporting (search tactics, lead nurturing, advertising, CRM, etc.). That’s where you stretch your unique and creative strategies and test your assumptions—and create new best practices.  

Stop looking at content marketing as yet another channel. Instead, think of it as a new, comprehensive process and mindset that you integrate into your other marketing efforts.

Consider this example: At the beginning of this 2011, a B2B organization launched a new blog. It spent tons of time and effort developing a solid set of “big ideas” around which to have a discussion. It wasn’t going to be about the brand; the blog was going to offer leading-edge insights about its area of expertise, positioning the members of this company as thought leaders in the industry. The company acquired an amazing, one-word URL that summed up the exact theme of these ideas. It developed a content strategy. It put together the targeted personas. It created an entire editorial calendar. In short, this organization did everything just right.

Then, as the launch date approached, and the blog started filling with posts and content, the executive team began to second guess themselves. What started as quiet hallway conversations a few weeks before launch became a full-blown conference room debate about marketing’s best practices:

• “We can’t talk about competitors here.”
• “We should incorporate this into our corporate SEO strategy.”
• “What’s our official position on that? We need to add that into every post.”
• “We’ve never talked about that before. We have to delete that.”
• “We don’t compete well on that issue.”
• “Aren’t we helping our competition with that post?”
• “We need a lot more persuasive calls to action on this blog.”

What’s the ROI?

So, the company changed the blog. (To be plain, it was gutted.)  It deleted the “offending posts,” added a call to action for a free trial on every page and changed every mention of a competitor to a generic term.

Guess what happened? When the blog launched, it was basically an extension of the corporate marketing site—and was about as well recognized a thought leadership platform as you might think. Crickets chirped.

Too often marketers’ fear of failure in the short term stands in the way of the learning—even the breakthrough new practice—we might achieve in the longer term. In short, we’re so afraid that we might lose sales or disenfranchise a prospect that our practices stay safe, incremental—and ultimately mediocre. We get so boxed in by measurement that we have no choice but to grasp tightly to best practices and strive to be “a little bit better than last time.”

Peter Drucker says that business “only has two functions: marketing and innovation. Marketing and innovation create value, all the rest are costs.”

As we take a collective breath before we head to Cleveland to experience how content, marketing strategy, Rock & Roll, and more orange than we ever knew existed can be mixed together, Joe Pulizzi and I wanted to offer up a little surprise.

Before I get to the surprise, let’s talk a little about how we can make content marketing real in our organizations.

At this point, you’re no doubt convinced of the “why” of content marketing; it’s now a question of “how”: How do we make it a reality in our organization? We know that the ideas in content marketing aren’t new — we’ve all been doing it for years, in varying ways. But really, there’s been no standardized way to create repeatable, manageable, and measurable processes to manage content marketing.

As we’ve worked with some of the biggest brands in the world on creating content marketing strategies, we’ve see some of the same things coming up again and again, including certain challenges, tools, solutions, and processes that just simply work. And, they are reflected in the themes that we see repeated throughout the amazing content from CMI contributors. The big issues to address all seem to boil down to a great Top-10 list…

10. How do we build the business case?

Remember: A business case is not ROI; ROI is a goal that the business case addresses. Sometimes, before we can build a business case in our organization, we have to build a case for innovation itself, to prepare for this new way of thinking. As I mentioned, content marketing itself isn’t new; but implementing it as a regular practice in a company very often is an unfamiliar prospect that requires some guidance. You can find some of that guidance in Tom Pisello’s article, Is Your Content Marketing Relevant to Buyers, or Arnie Kuenn’s Developing Your Content Marketing Mindset.

9. Who are our buyer personas?

We need a process for identifying our buyers — the people who will be passionate subscribers to our brand — and mapping them to a content marketing strategy that will support our business case. I recommend Barbara Gago’s 4 Questions about Buyer Personas to get you started on this task.

8. What are our pillars of content?

What’s our story really about? Whether it’s one blog, a small white paper program, or a holistically integrated strategy, we have to tell a complete story. I discuss how to do this in my recent piece on What Content Marketing Is Really About.

7. What channels do we use?

Should we use print? Do we have a social media strategy? How do we create a channel strategy that makes sense and can be repeated? If you are looking for answers to these questions, take a look at Joe Chernov’s excellent post on how Content Marketing Is a Force Multiplier.

6. What workflow should we use, and how do I set up an editorial calendar?

How do we align content on all the available channels into a calendar and other process tools? Take a look at Kathy Hanbury’s wonderful post on creating a Content Marketing Toolkit or Michele Linn’s post on How to Put Together an Editorial Calendar for some ideas.

5. What tools do we need?

Of course, a great process is facilitated and made easier with the tools we use. From content management to lead generation to social media, choosing the right tool can mean the difference between struggle and success. My post on How to Choose a CMS for Content Marketing offers just one example of this.

4. How do we get our choir to sing?

It’s a safe bet that any given organization might not necessarily be filled with skilled writers and other content producers. We need to align our best content resources so we know when and where we might need to outsource. A number of CMI contributors tackled this issue in the great roundup post, How to Hire the Right Consultant.

3. What is the best way to listen?

Of course, one of the biggest changes in our strategies is that it’s not just content we’re publishing — it’s conversation. And, as part of any good conversation, we need to listen first — to both the conversations we’re generating and those happening outside of our organizations. Joe Pulizzi’s post on setting up and managing Listening Posts provides an excellent discussion on how to make this happen.

2. How do we measure success?

Perhaps the most popular topic in content marketing is how to effectively create a measurement process that can justify the time and effort it takes. Tom Pisello’s post on How to Calculate the ROI of Social Media Marketing has some great measurement tips that can help.

1. How do we put it all together?

Here’s where I get to the surprise that Joe and I have for ya’ll:

We are very proud to announce that we’ve spent the last six months taking all of the experience we have gained over the last few years of working with REAL clients with REAL content marketing challenges and have distilled it into what we think can be your owner’s manual for content marketing.

Our new book, Managing Content Marketing – The Real-World Guide for Creating Passionate Subscribers to Your Brand, is designed to tell marketers exactly how to put content marketing to work with a structured, repeatable process. In fact, it covers the processes of the Top-10 list that you just read.

As Jeffrey Hayzlett, the former CMO of Kodak and author of the bestselling book, The Mirror Test: Is Your Business Really Breathing, said in his very kind forward:

“What gets me fired up about this book is that these guys have it so right. Their book provides the vital steps required to navigate this new path called content marketing.”

You can certainly learn more about the book here. But we’re very proud to announce that, due to the herculean efforts of Newt Barrett and the editing team at CMI Books, we will have a limited supply of preview copies for sale at Content Marketing World, and online sales will follow very shortly in mid-September.

At Content Marketing World, we’ll have four full days of talking content marketing. We’ll learn so much about how the power of story can work for our business. The process is new. We need to be okay with that. The budget allotted for new content creation is going to become a significant part of our “new media” budget. And subject matter experts in our organizations are going to have new responsibilities. It’s a transformative new process, and it won’t happen overnight. But it can, and should, happen.

Get Content Get Customers, showed us the light, but there’s been no book to show us the way.

Until now.

See you in Cleveland.