Effective Content Marketing in the Web 2.0 Era Content is King. We have head this many times and more. Here is why we think so. According to a recent study, the most used content marketing avenues are articles (79 percent), social media, excluding blogs (74 percent), and blogs (65 percent). But the content marketing channels that carry the most confidence for effectiveness are in-person events (78 percent), webinars/webcasts (70 percent) and case studies (70 percent).

1. Effective Content Marketing in the Web 2.0
Era
REGALIX INC
2600 E. Bayshore Road, Palo Alto, CA 94303
info@regalix-inc.com | 1-888-REGALIX
Palo Alto | Bangalore | Chandigarh | New Delhi
© 2010 Confidential | Think Innovation

2. Presenter - Alok Ramsisaria
VP Operations at Regalix
15 yrs of consulting and strategy experience
Worked & co-founded companies like Coveda Technologies, Konstruct Systems and many
more
Masters in Computer Science from UNC Chapel Hill and a B.Tech. in Computer Science
from IIT Delhi
© 2010 Confidential | Think Innovation

3. Content is King,
…Queen, Pawn and everything in between
“Content is key . . . you can never have enough of it and you have to keep cycling it and
keep it relevant for the audience you serve.”
– Laura Ramos, VP, Forrester Research quoted in Forrester Report Highlights 4 KPIs to
Accelerate Lead Management ROI by Amanda Ferrante, January 26, 2010.
” In fact, both business-to-consumer (B2C) and business-to-business (B2B) purchasers
increasingly want marketers to help them make smart decisions.”
“Traditional marketers spend about 60 percent of their budgets on “working media” (or
paid placement), 20 percent on creating content, …. Active digital marketers tend to
devote about 30 percent of their marketing budgets to paid media and 50 percent
to content.”
– David C. Edelman, McKinsey Quarterly, March 2010, Four ways to get more value
from digital marketing
© 2010 Confidential | Think Innovation

4. The Social Age is the Content age
- especially for B2B
Attend Webinars and listen to Podcasts –
69.2%
Visit Company Blog – 56.2%
Read or Download business related content on
content sharing sites – 50.4%
Ask Questions on Q&A sites – 49.4%
Use Twitter to find or request business related
information – 29.2%
Business.com survey 2009
© 2010 Confidential | Think Innovation

5. Content has evolved
• Case Studies, Product Brochures, Solution overviews …
Information
• Whitepapers, ROI calculators, Surveys …
Knowledge
• Videos, Webinars, Demos, Video case studies, Podcasts
Rich Media
• Blogs, Tweets, Fan Pages, Forum posts, Communities
Social Media
© 2010 Confidential | Think Innovation

6. Regalix Content Process
Research Package
Distribute
•Outputs Message •Types of content
•Company Website
•Potential titles •Creative
•Identify potential •Lead Generation Target
•Reference material •WP
(client provided) messages •Social Media
•Blog Posts
•Influencers •Select Objectives (based •Blogs
•Flash
on client brief) •Forums
•Hot issues/topics •Microblogs
•Score and select •Q&A
•Inputs messages •Documentary
•PPC keywords •Comments
•Create Outline •Data sheets
•SEO keywords •Microblogs
•Website content
•Media Monitoring •Create
© 2010 Confidential | Think Innovation

7. Netapp: A Rich Media Case Study
Challenge
Communicate technology benefits to a
junior to mid-level technical audience
Solution
Flash technomercials
Achievements
Today – 30+ flash demos on
www.netapp.com
Over 400 downloads each demo
Focus of a major mainstream campaign on
Storage Efficiency
Whitepapers, Posters, Microsites and
more!
Read more on
http://netapp.regalix.com
© 2010 Confidential | Think Innovation

8. About Lorie
With more than 20 years of experience in marketing communications,
Lorie Loe is a recognized leader in developing and executing content
strategy for technology clients.
At Eccolo Media, Lorie primarily consults on comprehensive content
strategies . Her work includes planning for content-intensive
marketing communications programs, including lead generation and
nurture campaigns, thought-leadership programs, and new market
launches.
Lorie Loe
President
Eccolo Media
© 2010 Confidential | Think Innovation

9. It’s Not Just Quantity . . .
Quality “content is key . . .”
© 2010 Confidential | Think Innovation

10. Quality Content Planning
Asset Topic
Tactic
© 2010 Confidential | Think Innovation

11. Developing Topics
Pay attention to what your targets are talking
about
Conversation/survey
Online articles, discussions, user
groups, blogs, etc.
Secondary research, existing data,
articles on target needs, etc.
Create topics that position you as providing
the solution to the problem
Link back to your solution set
Create thought leadership
Avoid discussing your product and PRODUCT
solutions
© 2010 Confidential | Think Innovation

12. Identifying Tactics
What tactics/channels will reach your target?
Social Media
Direct Response
Website
Events
Mobile
Online ads, banners
© 2010 Confidential | Think Innovation

13. Identifying Assets
Topic/Theme Collateral Audit Content Roadmap
Research & Validation
dsiegle@marketingsolns.com
Topic Business Case
Video Audio Flash Print Materials
© 2010 Confidential | Think Innovation

14. Best Practices for Asset Development
Develop thought-leadership topics . . .
. . .and leverage them
Use video
Think interactive collateral
Use hyperlinks • 501 Respondents in US companies
Embed multimedia elements • C-level executives, VPs, managers, directors,
developers/programmers, and technicians
• Made technology purchase in last six months
Ensure all assets are available early in
• Queried on five collateral types
sales cycle
• Queried on frequency of use and perceived
Optimize Web channel influence
© 2010 Confidential | Think Innovation

15. Content Strategy in Lead Nurturing
Business Challenge
Produce 18 original content assets within short 10
week timeframe
Minimal time with individual contributors
Solution
Researched and validated thought-leadership topics around three targeted
service offerings
Created a library of uniquely compelling, themed assets in multiple
formats: white papers, case studies, podcasts, articles, check-lists, etc.
Results
Rich stockpile of content assets to use in current campaign
Lots of re-usable and recyclable content
Decreased individual SME time from 9 hours to 2
© 2010 Confidential | Think Innovation

16. About Eccolo
Eccolo is headquartered in San Francisco
and provides content strategy, planning,
and collateral development services to
the enterprise.
Download free 2009 Survey Report
www.eccolomedia.com
lorie@eccolomedia.com
16 © 2010 Confidential | Think Innovation

17. About Regalix
Full service digital marketing and technology company
Provide significant thought leadership as a true partner
Multiple (and hard to find) skills under one roof such as Human factors, Analytics, Creative,
Technology, others
Easy to start engagements and efficient to scale
Digital marketing best practices refined over 100+ customers over 5+ years. PPC, SEO, SMO, Video,
Blogs, Communities
Proven track record for innovation and creating significant successes for Fortune 100 as well as
venture backed companies
Industry validation, team cert
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