the evolution of content
TRANSCRIPT
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sodahead.com
38%
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EffectiveContent Marketers
IneffectiveContent Marketers
Closely
Follow
The
Strategy
CRITICAL:
→ Documented Content
Marketing Strategy
→ Follow It Consistently
STRUCTURE
→ Independent Unit
→ Separate Department
→ Organized in a Silo
Global Content
EffectiveContent Marketers
IneffectiveContent Marketers
METRICS:
→ 8X More Successful
→ More Metrics (6 versus 4)
→ Less Emphasis on
Web Traffic
BUDGET
→ Effective = 37%
→ Ineffective = 16%
BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers
Plan on Spending
More Next Year
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5 Elements
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• CMO Gas Station Example
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Create Your Mission Statement:
- Defined Audience
- Deliver- Outcome
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