Creating a Content Continuum for Marketing Success
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Creating a Content Continuum for Marketing Success
- 1. Creating a Content Continuum Presented By: Tim Hurley, Founder and Managing Partner
- 2. AGENDA: Brave New (Media) World Consolidation, fragmentation – challenges and opportunities Today’s B2B Buyer Influencers The Media Revolution The New Marketing Imperatives Creating A Content Continuum Content Creation/Syndication/Curation Case studies of Content Continuum in action Q&A
- 3. The Apocalypse Is Upon Us The MEDIA Apocalypse is Upon Us Photo credit: zachwass2000 on flickr
- 5. Print media are still below the pre-recession ad spending levels of two years ago. Newspapers were one of the hardest hit, with a -3.5% change in measured ad spending.
- 7. Media Morphing Traditional Media Search Blogs/ Online Social Media
- 8. Old School vs. Digital Age
- 9. The Newsroom of the Future April 6, 2011 8
- 10. B2B Buyer Influences How IT buyers View/ Use Content in Their Decision-Making Process (Source: IDG Connect)
- 11. Social Media Consumption: Tech Buyers Source: IDG Research Audience Engagement Study Base (3,658 technology buyers worldwide)
- 13. Marketers Must Adapt …And…
- 14. Creating the Content Continuum Define Problem, Objective; Set Goals Establish Content CoE Determine Channel Selection
- 15. Defining the Content Continuum Content Creation Curation Syndication
- 16. Content Continuum Components Blog Community Content Podcast Videos Photos Presentations Whitepapers eBooks News Releases Commissioned Research Surveys Executive PoVs
- 17. What is Content Syndication? Syndication—publishing or broadcasting of materials simultaneously in multiple places Content: Content that cannot be found will not make money Only syndicate quality content
- 18. Really Simple Syndication Circulate to select prospects via a personalized e-mail/ e-mail series, video e-mail Highlight via your email signature with hyperlink Add to your corporate website’s newsroom Push to media circles: Package top articles/content into an eBook Create a to tell a story by highlighting key points Craft key points into a “how to” or whitepaper
- 19. Content Curation Is… Editing on steroids Just a proxy for social media Something that can be completely automated The 21st century news room Done quickly, easily, cost-effectively Authoritative social journalism Happening as I speak
- 20. The Curation Hype Curve
- 22. Curation in Action Brand RSS Feeds
- 23. The Continuum Checklist Identify Content Creators, Curators Poll Stakeholders Develop Strategy Editorialize Track, Measure, Adapt Rinse, Repeat
- 24. Content Continuum Success Stories:
- 25. Case Study: Charlie Sheen
- 27. Case Study: CIO STRAIGHTalk
- 28. Case Study: IBM Software
- 30. Thank You! Questions? Connect with Me: www.linkedin/com/in/timothyjhurley www.twitter.com/thurley thurley@thinkmediapartners.com www.thinkmediapartners.com