Marketers Becoming PublishersAnd the impact on media companies

April 18, 2023

Peter Hahn

Manager Integrated Marketing

BearingPoint, Inc.

2© 2008 BearingPoint, Inc.

100 million blogs worldwide

120,000 new blogs created per day

This Year the Blogosphere will surpass the amount of content stored in the Library of Congress!

3© 2008 BearingPoint, Inc.

UGC Content Surpasses Publisher content

2008 refresh cycle is seconds due to user generated content

2005 refresh cycle was 3 months

2000 refresh cycle was 9-12 months

4© 2008 BearingPoint, Inc.

Enviornmental Factors

5© 2008 BearingPoint, Inc.

Community as the Center

6© 2008 BearingPoint, Inc.

CEO

COO

CFO

CIO/CTO

LOB CIO

LOB Head

Department Head

Department Managers

Research Analyst

National TV & Radio

National Magazine Ads

C Level events

PGATour Sponsorship

Partner Trade Events

Global Solution Public Relations

Global Solution Suite Programs

Industry Specific Press Relations

Industry Specific Events

Social Media Strategy

Contextual Advertising Program

Corporate Keyword Program

Search Engine Optimization

Click to Contract Methodology

7© 2008 BearingPoint, Inc.

No Leads get Left Behind

8© 2008 BearingPoint, Inc.

Content Assembly Line

Content Development

Interactive Marketing

Q&A Recording

Transcript Paper Developed

Landing Page Content & Key Words

Blog Content

Email Content

Landing Page (Paper)Podcast w/ Transcript Developed

Video w/ Transcript Developed

Tweet RSS Syndicates

EmailBlast

PodcastSyndicates

Syndication

Facebook Blog

9© 2008 BearingPoint, Inc.

4 Key Takeaways

1. Marketers have to publish or perish

2. Social media is BIG in the mix

3. Media Buying has to evolve

4. Forget about using Metrics and Start showing Leads

10© 2008 BearingPoint, Inc.

How to contact me?

Peter HahnManager Integrated Marketing BearingPoint, IncManagement & Technology Consultants Office: 571.312.5647Mobile: 571.215.4235Peter.hahn@bearingpoint.com

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