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As publishers see continued erosion of ad revenue and readership, advertisers are shifting their dollars to digital, hiring writers and building their own audiences. In short, brands are becoming publishers, and investing resources in content marketing that were once earmarked for traditional media. However, opportunities are arising for publishers to evolve, and to become key players in the modern marketing agency ecosystem. The can leverage their built in audiences, talent, and ability to scale content production to create new revenue streams, and highly evolved business models.
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PaulRoetzer@paulroetzer
Publishers as AgenciesThe Content Marke-ng Effect
Founder & CEO, PR 20/20 Author of The Marke)ng Agency Blueprint
Jan. 26, 2013
• An Evolving Industry and Ecosystem• Rise of Hybrid Professionals• Publishers as Agencies• Q & A
Agenda
@PaulRoetzer
“It’s not about who we are, but what we, as
markePngs agencies, have the poten4al to be.”
@PaulRoetzer
An Evolving Industry
photo credit: cattias.photos
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Brands are publishers, but . . .
There is a talent gap.
Many lack the ability to tell engaging stories.
They are not structured to scale content.
It’s difficult to break through the noise.
Building reach (and influence) is hard.
“Agencies that provide strong, mul4-‐media content services are a rare and valuable asset
in the new ecosystem.”
— The Marke)ng Agency Blueprint
Publishers?
@PaulRoetzer
• Technology innovaPon
• Consumer behavior
• Business so\ware
• Online applicaPons
• CommunicaPon paTerns
• MarkePng philosophies
• Management systems
1) Change Velocity
@PaulRoetzer
Forrester forecasts interac4ve marke4ng spending will reach $77 billion by 2016.
@PaulRoetzer
• Basic principle behind inbound marke4ng
• Consumers tuning out tradiPonal markePng
• Brands lose control, but gain loyalty
• Shi\ing budgets to digital
• Brands become storytellers
• The era of integrated services
2) SelecPve ConsumpPon
@PaulRoetzer
@PaulRoetzer
@PaulRoetzer
33% of budget spent on content marke4ng
45% plan to increase spending in 2013
@PaulRoetzer
@PaulRoetzer
3) Success Factors
“CMOs today are under increasing pressure to provide quan4fiable evidence of how their markePng expenditure is helping the organizaPon achieve its goals. They also have to hire people with the right mix of financial, technical and digital skills and become savvier in such areas themselves.”
— IBM Global Chief MarkePng Officer Study, 2011
Marke4ng ROI tops the measurement list.
Source: IBM Global Chief Marke)ng Officer Study, 2011 @PaulRoetzer
@PaulRoetzer
71% of clients cited accountability as the main area of frustraPon with agencies, as CEOs and board levels demand greater
markePng ROI effecPveness.
— Source: Avidan Strategies Report, via MediaPost
Rise of Hybrid Professionals
“The marketers, the publishers, the ad tech companies, the agencies, data management companies — they’re all
going for the same type of employee.”
— John Ebbert, managing editor of AdExchanger.com, as quoted in the New York Times
The CMO’s Expanding Role
“Most CMOs are underprepared to manage the impact of key changes in the markePng arena.”
Source: IBM Global Chief Marke)ng Officer Study, 2011 @PaulRoetzer
The future of markePng belongs to the generalists,
the hybrids.
@PaulRoetzer
• Analyst
• CreaPve
• Intrinsically moPvated
• Listener
• Social web savvy
• Strategic
• Tech savvy
• Team player
• Writer
Hybrid Professional Traits
@PaulRoetzer
• Build editorial strategies.
• Develop and acPvate distribu4on plans.
• Create effecPve copywri4ng that is buyer-‐persona focused, opPmized, technically sound and results driven.
• Tell your brand story.
• Integrate content into social, search, PR, lead nurturing and customer loyalty strategies.
Content Marke4ng
@PaulRoetzer
80% of chief markePng officers think integrated services will increase in importance over the next five years, according to
a study by The Horn Group and Kelton Research.
However, in the same study, 60% of CMOs indicated that they are unable to find an integrated firm to meet those needs.
Publishers as Agencies
Opportunities
Create and distribute content, in and out of network.
Produce sponsored content (aka naPve adverPsing).
Tap exisPng adver4sing partnerships.
Offer integrated services. Content isn’t enough.
Grow your own reach and influence.
“Publishers are masterful content creators, and they are able to charge a premium for the
services they offer by leveraging their market research, exisPng distribu4on pla[orms, and even the talent from their editorial teams.”
— Andrew Davis, author, Brandscaping
@PaulRoetzer
The opportunity for media companies is to create content that’s compelling for users on behalf of adver4sers. That doesn’t mean it has to be naPve, but the skills in telling stories are quite valuable to
marketers as they build audience themselves.
— Paul Rossi, managing director, The Economist
“The agency model is absolutely under fire from every direcPon, and if you look at most great publishers out there, including BuzzFeed, they’re very much an agency-‐solu4ons company
cloaked in a media model. If I were a publisher right now, I’d be doing the same thing."
— John McCarus, SVP and pracPce lead of brand content, Digitas
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Na4ve Adver4sing
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Obstacles
CompePPon for talent will be intense.
IntegraPon of services isn’t easy.
Change velocity requires nimble business models.
Maintaining editorial integrity and content quality.
Brands are building their own reach.
@PaulRoetzer
“The insight I had seven years ago is that inside every great brand is an idea and that idea used to be solely translated to commercials or print ads. We take that idea and turn that into content.”
— Spencer Baim, Virtue
Publishers?
@PaulRoetzer
