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Taylor Radey
I help companies find & tell compelling stories.
I help companies find & tell compelling stories.


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The Art of Irresistible Email
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My latest post on the PR 20/20 blog: How to Run High-Impact Editorial Meetings
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Joe Chernov — “10 Rocking Products for Advanced Content Marketing”  — Content Marketing World

Tools That Weren’t Covered (but are worth checking out) 
- OutBrain
- Zuberance
- InboundWriter
- Kapost
- Compendium
- SkyWord

Meta Themes
- “Pain” (according to vendors) has shifted from creation to distribution
- Beware “overlap creep”
- Lots of retooled media products
- Real-time is trending (“In every G D boilerplate!”)
- Everyone is disrupting “spreadsheets”
- Integration with marketing automation is essential — Tools must be subservient to it

- Solutions designed to accelerate and scale the development of new content 

- “David Ogilvy meets Bloomberg”
- Good for community manage at big consumer brands
- Recommend content for brands to share — surfaces recommended content based on inputs (topics audience cares about, publications they read, etc.) 
- Index “owned” assets globally
- Creation workflow
- Used by Denny’s

- “Pinterest meets Slideshare” 
- Embeddable digital “book” that allows markets to annotate pinterest-style images with text 
- A “visual storytelling” platform

- Like flipboard for brands
- The value of slideshare, but on your domain
- A beautiful design
- Responsive design “curator” for content in every format
- Conversion built into the mixed media content “hub”
- Browser-based, responsive design “solves for mobile”
- Helps “flatten the decay line”
- Wrap contextual content around it to create almost never-end
- “Pick your best content and create a franchise around it.”

- “ meets Basecamp”
- Access to giant pool of journalists, journalist marketplace
- Workflow engine

- Expand reach, sometimes through advocacy or influencer platforms

Little Bird 
- Klout meets the ability to actually do something with the information.
- Allows marketers to identify and engage with influencers on any given topic
- Discover share-worthy content before it becomes mainstream

- “Content meets pipeline”
- Content as the “center of gravity”
- No matter where content lives, conversion can occur
- Take friction out of the process 
- Good companion tool for marketing automation
- Channel-by-channel analytics

Addvocate“Buffer meets marketing automation tracking”
- No more “messaging free-for-all”
- Facilitates employee-sharing of company content
- Standardizes, prioritizes content and messaging 
- Good for community managers
- Route relevant content to specific groups
- Mobile app available
- Employee-level analytics - gamification element 

- “Celebrity fan clubs meets B2B marketing”
- Frictionless customer advocacy
- Platform for recruiting, mobilizing brand advocates
- Create fun “Challenges” to assign to advocates
- Badges can be earned, etc.
- No longer have to fear “burning out” happy customers 

- Facilitate testing or provide actionable data on content performance

- “A meets B”
- Always be testing 
- Super simple tool for A/B and multivariate testing
- Test everything
- Even slight optimization can produce major results 

- “Google Analytics meets competitive intelligence”
- Competitive intelligence platform for a competitor's ads and content 
- Shows how competitors content is performing 
- Benchmarks content with 30-day ‘audit’ period so you can compare apples and oranges
- ‘Cyberstalking for geeks” 

- Embed context and commerce into your brand’s images, wherever they reside on the web
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Breakout Session — Content Marketing World 

Chris Baggott, CEO Compendium — Managing High Volume Marketing Content Across Multiple Channels 

2008 - 1 trillion indexed pages by Google
2013 - 30 trillion indexed pages
- Many of us are still doing content like it’s 2008. We can scale those tactics. 
- It’s less important to be amazing and more important to be helpful. 

Topic Modeling
- Brainstorm all of the topics you could potentially create content about. Figure out all the questions people have that you could answer. Figure out the topics that need to be addressed.
- This is multiplied across buyer personas, buying cycle stages, etc. 
- And you’re not just writing about topics one time -- iterative, relevance and recency 
30 topics x 5 personas = 150 content elements 
150 x 5 stages of the funnel = 750 content elements
- And then publish it across channels 
- Need to leverage others to create and share content 

How to Scale
- Broken down content into High Effort, Medium Effort, Low Effort
- High - Traditional
- Medium - Q&A
- Low - UGC (User Generated Content) 

How Content Levels Convert
- High Effort Content - Good search bait
- Medium Effort Content - Even better on search, and easier to produce; much higher conversion rate than high effort
- Low Effort Content - Equally distributed across all sources; highest converting content 

(1.6% clickthrough rate on a search - benchmark)

- Gymboree - example of soliciting stories from parents, grandparents 
- Social has taught us how to talk about ourselves — should be leveraged for content production
- The power to turn all of their friends’ Facebook feeds into an acquisition engine
- Consuming content given to them by someone they trust 
- Leverage the long tail

Email Marketing: 208% high conversion rate for target emails over batch-and-blast list
- Gymboree uses data, dynamic content 
- We don’t have enough content for one-to-one marketing
- Open rate of 10-12% - Avg click through rate of 35-45% - “It’s not beautiful, but your audience likes it.”

Localized content 

Example: Event Planning Website
- Top rated blog; mostly employee-generated content 
- 9,000 content elements created
- 325% increase in sales ready leads 
- Won best overall corporate blog
(Average first time visit stat is 80% - You need to keep these new users in mind always. They don't know you yet.)  

Email Sourced Content
- TIP: BCC account for sales whenever they answer a question
- Not mass consumed content, but highly targeted  

“Any content you create can be made blog-worthy” 

- Minimally 10 tweets / day, 10 different tweets / post 
- 1 piece of content = 10 different channels it can be shared on  

“You’ve got to think in terms of volume to deliver the right message at the right time to the right person via the right channel” and achieve intelligent, one-to-one marketing 
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Keynote — Content Marketing World 

Don Schultz, PhD. — Medill School, Northwestern University — “Can Content Marketing Stop The Slide in Brand Preference?”

Brands Are In Trouble
Consumer preference for brands has declined by an average -1.68% per year during the past decade. 
No Brand Preference in the 73 product categories measured has increased by +1.38% per year
And much of that is our fault 

People are not going out and searching for brands — declining preference in both store and product brands.
Brands have become commoditized
Whatever we’re doing is not doing enough to influence preference.
Clorox has the most brand preference — followed by Windex, Gilette, Kleenex, etc.

What Does ALl This Mean?
Most manufacturer brand preference is declining, but not equally 
Manufacturer brands not being replaced by store brands
“No Brand Preference” growing in all categories
“Whatever’s there, whatever’s on sale, that’s what I’ll buy.”

Why? Brands Aren’t Telling Stories Anymore
We’re too caught up in apps, celebrities, deals, price promotions and gimmicks, and we’re forgetting to tell stories. 
A deal is not engagement; it’s sales promotion.
We’re lost track of what a brand is all about. 

What’s Creating the Problem? Potential Factors
Recession economy
Value shifting among consumers
Product proliferation and commoditization
Growth of online shopping
Increased fragmentation of media 
Expanding use of search
“They’ve found out that the secret sauce is just Thousand Island dressing.” 
“We’re dealing with a sophisticated consumer with access to tremendous amounts of information.”

Growth in social media is directly correlated with declines in traditional media usage and declining brand preference scores.

“Social media is killing brands.”

Average Traditional Media Influence over a Ten-Year Period
Traditional media has declined; computer media has increased; conversational media has increased.
Word-of-mouth is one of the most influential mediums — People want stories 
Usage of big media is declining but influence has not
Brands are all about content; it’s central to their success.
Brands — “Slogans, phrases, concepts, identities that we have created and maintained.”

Social Media Challenges the Entire Brand Milieu
etc etc

Social media myth: You can build a brand as long as you have followers.

What Medill is Doing
Rethinking all the traditional branding concepts and approaches — new approaches are needed
Moving from attitudinal to behavioral models — people can’t tell you what they think/believe/do; you have to observe their behaviors
Focusing on data to explain how brands work
Building forecasting models, turning marketing into a profit center
Neuromarketing - Is it still possible? How does persuasion really work? Can we really change the mind?

One New Concept: Media Intensity
Media intensity ratio is the time spent wit ha specific medium, dividid by the influence it has on decisions 
Top media intensity forms are generally “content rich” and more importantly, “rich content marketing about brands” 

“So, let’s get on with it!”

Internal marketing is extremely important — “You have to sell yourself inside before you can ever sell yourself outside.”

Too many CEOs and CMOs were educated in the 90s and first part of the 21st century.
Replace 4 Ps (product, price, placement, promotion) with SIVA — solutions, information, value, access 
What solutions do they need? What information do they need? What information are they willing to give up/want to receive? How do they want to access this information?
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Breakout Session #4 

Jodi Navta, VP Marketing and Communications of Coyote — “Leveraging Internal Marketing to Drive External Content Marketing Success” 

Step 1: Get naked.
Be authentic. 
Get inside your organization and understand what drives success. 
Who are the superstars? What motivates them? This is where you will find your stories. 
Sharing stories internally to boost morale, 

Step 2: Take a journalistic approach. 
Understand exactly who your audience is.
Hire a journalist. Journalists can relay information not from a marketing perspective, but from a true storyintelling perspective.
What do you wnat them to do with teh information you are giving them? 

Step 3: Consider every angle. 
Your organization is a living, breathing thing.
Your job as a content marketer is to leverage these stories. Share them before you ever consider sharing them externally. 
Figure out how you can share those internal stories so others w/in the organization can chime in, connect themselves to the story, feel a part of it and share it externally in a way that is authentic and true. 
Build stories into collateral.
External: It does not have to be all about you! 
Who are you as a company? What drives your business? 
Do more than sell your products. 

Step 4: Measure it. 
Train your sales team to ask where customers come from. Make sure you’re connecting your efforts to sales.

Step 5: Hold yourself accountable.
There’s no how-to. If you don’t feel you’re gaining traction.
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Breakout Session #3 

Brian Clark, CEO - Copyblogger Media — “The 5C Approach to Dominating Search Results through Strategic Content Creation” 

-- Too many think of SEO as tactics and not an integral part of a content marketing strategy -- 

Copyblogger Methodology for Content 
- Content > Social > Search > Email > Sale
- Has to result in a sale, has to solve problems — why search is so important 
- The Internet is inherently social; social media platforms just made it more mainstream
- Search more likely to convert into the “inner circle,” but permission matters — need to get people to want to engage with you on an ongoing basis 

Google Authorship Elevates the Writer
- How to do it
- Boost click-through rates

The 5 Cs of Copywriting 
1. Context 
2. Cornerstone
3. Connection
4. Conversion
5. Copy 

- Find out their problems and desires, make them the hero, and help them on their journey 
- Keyword research one of the best ways to do this — your audience’s thought process and the way the view, frame and communicate their problems 
- Social media and keyword research — an unfiltered look into their heads 

- Holds up the reason for your site’s existence
- What do they need to know to do business with you?
- Create content landing pages 

- Content you’re trying to get attention with
- What do they need to engage? 
- “Big content,” “content events” that get you noticed
- Day-to-day content has aspects of this as well 
meaning + fascination = engagement
- You can’t be afraid to be engaging
- “Persuasion is an exercise in understanding” — must understand in order to be persuaded

- What do they need to believe to do business with you?
- Example: Whole Foods 4 pillars of natural foods 
- Evangelize and convert 

- What’s the offer?
- Product site, the “final offer,” etc. — Great product or service, fantastic value, communicate benefits, overcome lingering objections, reverse risk 
- “It’s more important to get permission than to pitch you right away.” 
- It’s important to organize your best content — “blogs are horrible at organizing content” 
- Start by being generous with content, then move to gated content 
- Once you have solidly locked in your rankings for your cornerstone content, you can begin to think about conversions 

Recap: The Three Types of Content 
Cornerstone = Educate
Connection = Engage
Conversion = Evangelize 
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Breakout Session #2: B2B Track

Ardath Albee, B2B Marketing Strategist & CEO, Marketing Strategies, Inc. — “Customer Retention: The Imperative for Creating Market Advantage” 

Top 3 Goals for Customer Retention Programs
- Increase Renewals (74%)
- Cross and Up Sell (74%)
- Engage Customers in Dialog (72%) *Arguably should be #1

-- 41% say content created for customer retention is “not always” different than for lead gen (57% “most definitely”) — don’t create more work for yourself --

Customer retention is about helping customer find even more value than they thought they originally purchased from you.

Customer Retention 
- Customers are a unique cause because they’ve solved their problem therefore you need to evolve your story.
- Buyer personas shift somewhat — “customer personas” 
- You need to create a continuum of content for your buyer personas.
- 33% don’t apply any segmentation or personalization in customer retention programs 

Customer Acquisition vs. Customer Retention
- A different “buying process”
- Status Quo (“My original problem is solved.”)  > Realize Value (“What else can I do?”) > Competitive Advantage (“How can we gain more traction?”) > Renewal (“Does staying move us forward?”) > Steps Back (“What if...?”) > Validation (“What else will you bring?”)
- These are two different processes and part of a continuous story in the life of the customer

“Sales people are not going to read your content”
- Create “content cliff notes” for them — Persona, Lifecycle Stage, Objective, Key Points, Conversational Prompts, Questions, Related Offer, Goal for Call (Inside Sales)
- Today marketing is establishing story lines, interactions and dialogs, and sales doesn’t have an opportunity to start from the beginning.

Solicit Sales Feedback
- Establish a rating system for content
- Find out: Did it help them get what they needed the customer to do, say or give? Did they modify it? If so, how & why? 
- If sales can’t be successful with your content, it will continue to go unused.
- Account-based marketing focuses resources on the companies most likely to result in revenues.
- Try to turn the tide from quantity to quality of leads. 
Marketing vs. Sales
- Marketing: Based on Activity, Looks for Volume, Goal = Leads
Sales: Based on Access, Looks for Leverage, Goal = Revenues
- How do we shift what we’re looking at to better align with sales and revenue?

Customer Retention Programs Inform Lead Gen Strategies
- What are your customers trying to do today that wasn’t on the radar when they purchased? Are they doing something new with it? 
- What are they still struggling with? Are they facing a new problem relative to it? Is it a problem they thought would be solved when they purchased? 
- Which new ideas that you are presenting are getting the most traction? *Customers a good testing ground for new ideas. They’re more forgiving, and they give more feedback. Leverage them to develop strategies to gain new customers while creating a good experience for them.
- Is there a new (internal) player in the picture? Do you need to address/engage them? 

Happy Customers Become Advocates. Advocacy Results in Referrals. Referrals Help Generate Quality Leads.

The Value of Customer Retention
- The probably of converting an existing customer is 60% - 70%. 
- The probably of converting a new prospect is 5% - 20%. 
- Increasing customer retention rates by 5% increases profits by 25% - 95%. Why? Once you’ve paid off the COCA, the higher the profitability of customer retention over time. 
- Gartner: 80% of your future profits will come from just 20% of your existing customers. 

If your top priorities are Content Strategy, Customer Engagement and Personalization, everything else will come together. 
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Breakout Session #1: Content Creation Track

Robert Rose, CMI — “The Four Models of Content Marketing Creation”

Marketers are not in the business of truth. 
- “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
- We have a strategize to manage content, but not to create content.
- Marketers surveyed: 30% not enough time / 11% not enough content / 11% not enough content that engages — these are all symptoms of a larger problem in how we create our content 
- We convince ourselves that our story isn’t interesting

The Power of Story: 4 Archetypes of Content Creation
- Story-driven content creation
- PROMOTER (Needs & Wants — Seeks Commitment); PREACHER (Discovery & Answers — Seeks Engagement); PROFESSOR (Interests & Passions — Seeks to Provide an Outlet for the Passionate); POET (Feelings & Beliefs — Seeks to Drive Emotion)
- Not an evolution; all four are necessary/  

- “Unprecedented premium on the act of meaning-making”
- Content that facilitates the sale of our product or service
- Core messaging, high velocity, talks about US
- Targets needs and wants
- Drives commitment 
- Best Practices: Tim Reisterer “Corporate Visions”; Michael Weiss “Pitch Elevation”; Nancy Duarte “Resonate” 

- Content we create to drive awareness
- Traditional idea of content marketing
- High velocity, findability, awareness-focused 
- Targets discovery and awareness
- Drives engagement
- Best Practices: Marcus Sheridan “The Sales Lion”; HubSpot “Using Content to Be Found” 

- Youtility 
- “Do the common things in an uncommon way” 
- Differentiate ourselves as a thought leader
- Targets the audience’s interests and passions
- Drives meaning 
- Our way is the way they want to align with
- Best Practices: Jay Baer “Youtility”; Ann Handley and CC Chapman “Content Rules” 

- “Sometimes a scream is better than a thesis” - Emerson 
- Emotion; content that wants to be shared
- Speaks to belief systems; evokes emotion; creates affinity
- Targets feelings and beliefs
- Drives emotionality
- “Brand storytelling is content marketing” 
- Best Practices: Robert Rose; Carla Johnson “Type A Communications”; Thomas Asacker “Business of Belief”; Youngme Moon “Different” 

Putting It All Together: B2B Example
- Promoter does the “usual stuff” > Preacher lays the foundation for content marketing, results spiked then began to plateau > Professor decides to reduce the velocity of content and focus on quality and usefulness instead > Poet facilitates the rebranding process, focuses on emotionality and business owners’ life-changing decisions 
- Not a spectrum, or an evolution — all at once and these circles can overlap
- Often requires different types of writers for these distinct archetypes  
- Net A Porter example: Beautifully designed magazine integrated seamlessly with ecommerce (difficult to achieve Promoter + Professor)
- example: Lots of content creation evolved into integrating a thought leadership component (Preacher + Professor)

“You Don’t Have To Be Big; You Have To Be Remarkable.”

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

- We spend so much time and care on the governance and management of content; shouldn't we spend as much time and care creating content?
- Take a step back; create content with meaning
- Why are we creating all this content?  
Robert Rose
Robert Rose
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Here are a few notes from Jay Baer's opening keynote at Content Marketing World 2013, in case you missed it! 

Jay Baer “Youtility: Why Smart Marketing Is About Help Not Hype"

Difference between sales and marketing - sell someone vs. help someone.
- Example:@HiltonSuggests- took employee volunteers, look for opportunities to help
- “Strategically eavesdropping” — helping those looking for a different hotel, helping those looking for a job

Be a farmer, not just a hunter.
- Sometimes you have to give something away for free, and hope they will connect the dots later
- “Youtility” = helpful marketing; marketing so useful, people would pay for it 
- Not just for big companies. Example: Taxi Mike and the “Where to Eat” guide; the “one man trip advisor”  

Personal and Commercial Collision
- These spheres have “collided in unprecedented ways” 
- Personal and commercial relationships interspersed 
- You are competing for attention against everything
- ”Are you more interesting to me than my wife?”
- Unprecedented competitive market 

If you create Youtility, your customers will keep you close 
- Create things that have intrinsic value 

Three types of Youtility
1. Self-serve information
Zero moment of truth (from 5 sources needed in 2010 to 10.4 sources in 2011) 
“We need more information today because we have more information today
“If you think you’re providing enough information to your customers, you’re not.” — Number 1 in TripAdvisor rating “Our goal is to answer every conceivable question before they show up”
Take away the doubts of your prospective customers
Relationships are created with information, not people 
B2B customers contact a sales rep after 70% of the purchasing decision has been made 
The lead is the tip of the iceberg 

Radical Transparency 
Domino’s “our pizza used to suck but it doesn’t anymore!”
Trust is the prism through which all business success must pass; proactively admit your own shortcomings
McDonald’s Canada’s “Our food. Your questions.” 
Lowe’s “Fix in Six” Vine videos
Worry less about selling better and worry more about teaching better 

Real-Time Relevancy 
Focus on the most useful and frequently relevant solution, not the one that most closely aligns with your product 
Give yourself permission to make the story bigger
Solve problems in their life, not problems that relate to your product

Data and insight aren’t the same thing

Create create things; use social to drive awareness about those great things.
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