Issue link: http://read.dmtmag.com/i/574879
205-349-2990 | R A N DA L L R E I L LY.CO M/R E C R U I T I N G Title Slide: Content marketing changes the way you look at advertising and recruiting. But why does it change the game so much? Slide 1: People are more connected and more easily reached than ever before. This connectivity means people see way more advertising. The result is: It's harder to make a difference with advertising. Slide 2: On average Click-through-rates decline 9% the first 5 months of a campaign. Slide 3: Industry wide, email marketing open rates have declined from bad to worse. Slide 4: As we said, drivers are more connected than ever before. This means your message is one among thousands of messages a driver sees everyday. Your recruiting efforts are easily ignored. Slide 5: Though recruiting is getting harder, the burden of recruiting has remained the same. Research shows that 57% of a decision is made before a driver talks to you in person. Even though recruiting is getting harder, you advertising and marketing plays the largest role in recruiting. Slide 6: Can you make a difference? Of course. Slide 7: You need to change the way you think about advertising. Content marketing is the secret weapon. Slide 8: Look at how content marketing revives your marketing. If your conversion rates are declining, content marketing can fix that. Slide 9: Have drivers stopped opening your emails? One study showed a 200% increase in open rates when content marketing was used. Slide 10: Are you worried that drivers are ignoring your ads? 82% of your prospects find content targeted to their industry useful. Slide 11: So what is this "magical content marketing?" Let's see how Joe Pulizzi, the founder of Content Marketing Institute, defines its. (Read definition on presentation) (Allow time for questions. Good point to allow the client to have input and ensure they understand what has been said so far.) CONTENT MARKETING SCRIPT