Webinar: New Digital Media Strategies For Increasing Audience Loyalty

•Als POTX, PDF herunterladen•

1 gefällt mir•704 views

Skyword Inc.

Business Technologie

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Today’s Presenters
Mark Jurkowitz
Associate Director, PEW Research Center
Julia Wallace
Market Vice President, Cox Media Group Ohio
Your Moderator
Michele Azan
Director Media Industry, Skyword
2#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Agenda
3
 Key trends in the media industry
 Disruptive forces shifting consumer
behavior
 Challenges to increasing audience
acquisition
 Redefining business models &
partnerships
 Innovating new revenue streams
#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Who is Skyword
Accelerate your digital transformation
with
#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform 5
Mark Jurkowitz
Associate Director
The Survival of the
Newspaper Industry:
Facts and insights from
Pew Research Center
#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Key Trends Within Evolving Media Landscape
Cause for Alarm
 In 2012, dailies lost 16
print ad dollars for every
digital ad dollar gained
 Digital ad revenue grew by
only about 3% in 2012
 New Orleans & the three-
day-a-week phenomenon
6#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
The Disruptive Forces In Media
7#SkyContent
Cause for Hope
 About 450 dailies now going the
digital pay route
 New revenue streams, including the
digital agency
 Warren Buffet: The oracle of Omaha’s
big bet on the industry

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Challenges Facing Print Media
 Impact of the Digital Disruption
 23% of adults read a print daily yesterday
 Number of people getting news on social networking
sites jumped up from 9% to 19% in 2 years
 55% of NY Times readers use mostly online version
8#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Newspapers Diving into Digital
 Santa Rosa Press Democrat:
– Projecting 60% growth of digital agency
 The Columbia Daily Herald:
– Going from 1% to 15% digital revenue
 Deseret News:
– Growing digital revenue at 44% a year
9#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
How To Launch The Digital Transformation
 Win the internal culture wars
 Develop philosophy of risk taking
 Maintain editorial quality
10#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform 11
Julia Wallace
Market Vice President
New Business Models
New Partnerships
New Revenue Streams
#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
The Power of Legacy Brands
 Reaching 93% of the market every week
 Four daily newspapers
 The #1 CBS affiliate in the country
 The #1 radio station and only radio news stations
 Top local news websites
12#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Innovating For New Revenue Sources
 Digital is now our 4th platform
 Focused on the customer
 Changing the culture and expectations
 Partnering with and learning from others
 Out-sourcing and consolidating non-sales and
content functions
13#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
How Media Companies Monetize Into Digital
 For advertisers, we sell audiences
 For advertisers, we sell solutions
 For other companies, we sell our services
 For readers, we are beginning to sell digital subscriptions
14#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
Key Takeaways
15
Streamline
operations √
Create new
culture
Create New
Revenue
Streams
Increase
Loyalty
#SkyContent

© 2012 Skyword Inc, Confidential. All rights reserved.The Leading Content Production Platform
For More Information
 Contact our guest speakers
– Mjurkowitz@journalism.org
– Julia.Wallace@coxinc.com
 Request a Skyword demonstration
– Email us at learnmore@skyword.com
 Keep up to date on news from Skyword!
– Blog at http://www.skyword.com/blog/
– Facebook at http://www.facebook.com/skyword
– Twitter @skyword
– LinkedIn Groups – Look for Skyword
16#SkyContent

Weitere ähnliche Inhalte

Ähnlich wie Webinar: New Digital Media Strategies For Increasing Audience Loyalty

Realizing Customer Centric Marketing in the Digital Age

MediaMath

Razorfish Outlook Report Vol 10

Ishraq Dhaly

Content Marketing Workshop - FinanceConnect:13

Investing in social media

Carmine Porco

QYOU Investor Deck December 2022

RedChip Companies, Inc.

Tpub wells fargo 1x1-deck-nov13 v-final

tribuneIR

LEAP: Vail ROUNDTABLE Roundup

Daniel Williams

New Age of Marketwire

Eugene Borisenko

LinkedIn for tech marketers

Tony Weinberg

20231227 CDB Investor Deck_Jan 2024.pptx

yihong30

Many companies need to determine how to adapt their marketing strategies at the beginning of the COVID pandemic. We look at industries that benefited and others that were majority affected. We discussed opportunities and how businesses can come out stronger—laid out a recipe for success. We explain how to increase Lead generation during these troublesome times. Go to our youtube channel to watch the presentation.

Combat COVID-19 - Adapt your Marketing Approach to Maximize Lead Generation a...

Aveli By WSI - a WSI World Digital Agency

Spot.IM - NOAH19 Berlin

NOAH Advisors

Tpub investor deck ubs conf 12.8.15_final

tribuneIR

20240102 CDB Investor Deck_Jan_vF_Website.pdf

yihong30

20240102 CDB Investor Deck_Jan_vF_Website.pdf

yihong30

Social Media can be crucial for digital business success if used strategically in a consumer-oriented way. With increasing digitization in our lives, Digital Marketing becomes a key success factor for companies. Social Media occupies a very important place in this area as billions of customers use it to connect with each other and with companies. To exploit the vast potential of Social Media for your business, it is not enough to simply engage. You have to proceed strategically as well. A.T. Kearney’s Social Media Strategy Execution is part of the 10 Steps Digital Series. As a comprehensive how-to guide, this publication will lead your company to higher return rates in 10 strategic steps that cover all aspects of digital business success with Social Media. You can order a free printed and bounded copy under the following link: http://bit.ly/Social-Media-Strategy-Execution

Social Media Strategy Execution

Oliver Mokhlis

The Importance of a Data-Driven Dynamic Creative Strategy

In Marketing We Trust

ED Sol So Me Webinar 09 10 09 Final

Mark James

Social Media Talk - #SharingKnowledge

CAB Studios

Transformation of media - technology and business models

Johan Winbladh

Ähnlich wie Webinar: New Digital Media Strategies For Increasing Audience Loyalty (20)

Realizing Customer Centric Marketing in the Digital Age

Razorfish Outlook Report Vol 10

Content Marketing Workshop - FinanceConnect:13

Investing in social media

QYOU Investor Deck December 2022

Tpub wells fargo 1x1-deck-nov13 v-final

LEAP: Vail ROUNDTABLE Roundup

New Age of Marketwire

LinkedIn for tech marketers

20231227 CDB Investor Deck_Jan 2024.pptx

Combat COVID-19 - Adapt your Marketing Approach to Maximize Lead Generation a...

Spot.IM - NOAH19 Berlin

Tpub investor deck ubs conf 12.8.15_final

20240102 CDB Investor Deck_Jan_vF_Website.pdf

Social Media Strategy Execution

The Importance of a Data-Driven Dynamic Creative Strategy

ED Sol So Me Webinar 09 10 09 Final

Social Media Talk - #SharingKnowledge

Transformation of media - technology and business models

Mehr von Skyword Inc.

Offering 360-degree views of the entire enterprise, Skyword360 is the only content marketing platform that combines enterprise-wide visibility and planning with original content creation, distribution, and optimization. Now, you can fuel marketing across channels, divisions, regions, and countries with a consistent, relevant brand story. With TrackMaven's industry benchmarking and insights into the content planning process, you'll have the ability to combine best-in-class analytics with best-in-class content marketing. Consolidate content marketing software across your organization to create unique, synchronized customer experiences that drive measurable results.

Skyword360 Product Webinar — November 15, 2018

Skyword Inc.

Skyword and TrackMaven Join Forces: Webinar with the Founders Tom Gerace and ...

Skyword Inc.

B2B marketers often struggle with the strategic and tactical complexity of building a content marketing strategy that drives continuous audience engagement and establishes new connections. In this presentation from Christine Polewarczyk, Service Director of Content Strategy and Operations, SiriusDecisions, and Ray Gilmartin, Senior Director of Product Marketing, Skyword, cover building a successful content strategy. They review how to: Develop, organize, and document a content marketing strategy Infuse brand purpose into your strategy to deliver on brand promises. Build brand awareness and foster authentic and continuous customer relationships.

Connecting with Content: Building Brand and Demand Through Content Strategy

Skyword Inc.

Between the moment "Googling" became a verb in the early 2000s to our present reality of search results we can carry in our pockets or ask for aloud, the world of SEO has expanded and evolved so rapidly that many brands have struggled to keep up. In this webinar, we'll review how to: Build a solid SEO foundation with your website Implement a strong keyword strategy Establish an SEO Style Guide Optimize content with mobile, voice, and global trends in mind Learn from your optimization results

Keeping Up with the Algorithms: SEO Best Practices from Skyword [Webinar Slides]

Skyword Inc.

Ready for a centralized location where you can see all of your content across the enterprise? Learn more about Skyword’s latest release. Skyword’s May 2018 release incorporates two compelling elements—a visual redesign and an Enterprise Planner. The Skyword Enterprise Planner provides a central location to view all content and marketing activities, empowering you to coordinate internal team efforts and execute global campaigns. Plan and visualize your content across your campaigns, business regions, divisions, and distribution channels.

Enterprise Planning and Streamlined Navigation from Skyword [Webinar]

Skyword Inc.

Skyword will be compliant with the EU General Data Protection Regulation (GDPR) when it goes into effect on May 25, 2018. We know that this is top of mind for all of you, and we have been working diligently for months to ensure our platform, policies, and procedures meet GDPR requirements. Join Skyword's CMO, Tricia Travaline, and Chief Technology and Data Protection Officer, John Mihalik, delivered these slides in a webinar to provide an overview of Skyword's new data protection policies.

Inspiring Trust and Transparency: Skyword's Compliance with GDPR [Webinar]

Skyword Inc.

Master the Art of Story for Business [Webinar with Robert McKee]

Skyword Inc.

Clare McDermott, Chief Research Officer, Mantis Research, and Tricia Travaline, Chief Marketing Officer, Skyword, will walk you through the most interesting findings of this year-long survey of 1,000 global content marketers. Learn: Benchmarks for the practice of content marketing today The defining characteristics of the most successful content marketers Areas of focus for advancing your content marketing organization's performance

Inside the Content Marketing Continuum [Webinar Slides]

Skyword Inc.

This session is geared to brand marketers and contributors, encouraging both to use social media to its full potential. Contributors who build their personal brand on social give themselves a competitive edge, and when they share the content they create for clients they establish themselves as thought leaders in the industry and bring the content to a broader audience, benefiting their clients and themselves. Brand marketers should encourage their creatives’ brand advocacy by following their contributors on social and tagging them when appropriate. Lauren DiZazzo, Associate Community Manager, Skyword Bridget Burns, Social Media Strategist, Tom’s of Maine Christine Kayser, Senior Content Strategist, Skyword Angela Tague, Freelance Contributor

Brands and Their Contributors: Working Together to Build a Cohesive Social M...

Skyword Inc.

Allen Gannett, Founder & CEO, TrackMaven We are getting sucked into a content marketing death spiral. Brands compete in a race to the bottom, then complain about how hard it is to be heard over the noise. How can we pull ourselves out of the echo chamber and refocus on delivering value? In this session, we’ll take a deep dive into what’s working (and not working) in marketing today. Allen Gannett will outline the headwinds marketing executives face in scaling an effective digital marketing program and leave you with five clear strategies to course-correct your organization’s approach to digital.

The Content Marketing Death Spiral

Skyword Inc.

Developing an insightful content marketing strategy that anticipates consumers’ need for meaningful health information can go a long way towards helping healthcare organizations reach their target audiences and build relationships. But many marketers, wary of navigating this heavily regulated industry, have made scant progress. This discussion will dive deep into the ins and outs of content marketing in the healthcare continuum, where Dignity Health is adapting to the needs of patients and communities to create proactive and personalized experiences from click to clinic. Sho Balkian, Digital Content Manager, Dignity Health Dee Mostofi, Director of Public Relations, Dignity Health Nick Cifuentes, Senior Director, Digital Engagements, Dignity Health JD Singh, SEO Manager, Dignity Health Scott Ludwig, Senior Director, Content Services, Skyword

Reimagining the Patient Experience: Content Marketing & Digital Experience De...

Skyword Inc.

Come join Skyword’s engineers and get a sneak peek at some upcoming features to the Skyword Platform. This open-dialogue session will give attendees an opportunity to discuss the challenges they face as marketers. We’ll create an open forum where you can inspire what the Skyword team will build next to make content marketing an easier and more sustainable process. And yes, beers will be provided! John Mihalik, CTO, Skyword Cara Rickard, User Experience Architect, Skyword Jim Fischer, Product Manager, Skyword

Beers with Engineers: Getting a Firsthand Look at Skyword’s Product Vision

Skyword Inc.

Machine Learning and the Human Endeavor: How AI is Being Applied to the Futur...

Skyword Inc.

Every marketer wants to be a leader in their industry; they want to be creating trends, not following them. How do you accomplish that with content? It takes the perfect fusion of industry expertise, research, and creative thinking to be innovative. This session will examine what goes into becoming a true thought leader. We’ll unpack how marketers can challenge themselves to shake up the status quo and think bigger—and how expert contributors leverage their personal passions and experience to deliver stories that exceed their clients’ expectations. Casey Nobile, Editorial Director, Skyword Molly Berry, Community Manager, Skyword Ray Hainer, Senior Director, Content Services, Skyword Kyle Harper, Digital Marketer, Freelance Writer Pam Jones, World Wide Digital Marketing Strategist, IBM

Creating Trends, Not Just Following Them: How IBM & Other Top Brands Have Ear...

Skyword Inc.

When you’re a writer in content marketing, you constantly hear that you need to follow content creation guidelines and brand voice and tone. But what if a brand is looking to create a publication with individual and unique voices throughout? We will discuss how writers can cultivate their voice while still giving clients what they need to help brands create true publications. Tom Hardej, Editorial Director, Skyword Ben Chamas, Senior Editorial Manager, Skyword Laurie Mega, Content Director, FEN Learning Liz Alton, Skyword Contributor

Cultivating Your Individual Voice: When a Publication Looks Beyond Brand Tone

Skyword Inc.

Combine the power of Skyword’s technology with a white glove services team, and what do you get? Unprecedented content marketing genius. Take your marketing strategy to the next level. We’ll ensure you get more comfortable with the Skyword Platform by learning the tricks and tools to capitalize on to kickstart your content marketing strategy. Megan Menesale, Director, Product Marketing, Skyword Jim Fisher, Product Manager, Skyword Marc Wasserman, Customer Success Manager, Skyword Allie Chartoff, Director, Content Services, Skyword

Skyword Platform Tips & Tricks: Content Marketing Made Easier

Skyword Inc.

We will explore the steps that McKesson has taken on their digital transformation journey, from building their martech stack and getting buy-in from multiple stakeholders to acquiring technology and showing how content/marketing activities affect the bottom line. Eric Herman, Director, Brand Partnerships, Skyword Omar Al-Sinjari, Senior Manager, Digital Marketing Operations and Technology, McKesson

Aligning Technology Stack and Content for Digital Transformation

Skyword Inc.

A compelling content marketing strategy answers the who, what, why, where, and when questions of content creation. In order to capture our audience’s attention, we must deliver the right content, to the right people, at the right time in their journey. Interactive content clears the path for marketers who are seeking to move prospects through their journey faster. Using a digital dialogue of increasing relevance and personalization, interactive content builds engagement and education more memorably than traditional static content and storytelling. During this session, Mary Ward, Vice President of Account Services at ion interactive, will showcase real-world examples of interactive content success at each stage of the buyer’s journey. Mary Ward, VP of Account Services, Ion Interactive

How to Use Interactive Content to Tell Your Story & Accelerate the Buyer’s Jo...

Skyword Inc.

As brands forge ahead with content marketing programs, many fail to go beyond the surface when it comes to brand storytelling, limiting their ability to embrace story at the core. In order to push your organization to the future and remain ahead of the competition, you need to focus your energy on creating a story-centric marketing culture. Reuben Staines, Senior Director, Content Marketing, Samsung Mandi Tompkins, Director of Content Services, Skyword

Content Choreography: An Inside Look at Samsung’s Omni-Channel Content Program

Skyword Inc.

When you spend so much time investing in your content creation process, it can be easy to lose sight of the end goal. A successful content strategy must be able to measure it’s worth by tracking the new leads coming in, as well as audience engagement. In order to own your audience, you have to first figure out how they interact with your content. During the webinar, he will discuss key factors to content marketing success including how to: -Define your mission statement -Track your buyer's journey -Identify key KPIs Don’t just hear him speak during the webinar. Secure your seat to see him at Forward by registering for our conference from June 22nd-23rd (http://www.skyword.com/forward/). Use the promo code 100_off to get 20% off your ticket.

Skyword Forward 2016 Preview: How to Build Your Content Marketing Strategy by...

Skyword Inc.

Mehr von Skyword Inc. (20)