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Today’s best brands understand that digital is more than a collection of channels. Instead they embrace digital as a means to tell powerful stories that engage audiences, to build preference for their brand, to convert new customers, and to increase loyalty. But publishing and amplifying your brand story across digital requires a modern content strategy. Attend and get a roadmap to successfully creating and amplifying your content! During this webinar, MaryAnne Flynn, VP of Content Services at Skyword and Rich Ullman, VP of Marketing at Outbrain will provide a roadmap for successful digital storytelling. They will also review the major components of a winning content strategy, including tips for targeting, reaching, and engaging digital audiences. The webinar covers: Insights into how businesses are growing by creating great content and amplifying its reach. The major components required for building a modern content strategy. A personalized roadmap for success, including tools and practical tips for creating great content and growing an engaged audience.
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#contentroadmap
© 2014 Skyword Inc, Confiden5al. All rights reserved.
A Roadmap for Successfully Crea5ng and Amplifying Great Content
#contentroadmap
MaryAnne Flynn VP, Content Services Skyword @maryanneflynn Rich Ullman VP, Marke5ng Outbrain @richullman
2
Today’s Presenters
© 2014 Skyword Inc, Confiden5al. All rights reserved.
Join the conversation! #CONTENTROADMAP
#contentroadmap
Agenda
3 © 2014 Skyword Inc, Confiden5al. All rights reserved.
§ Our Joint Mission
§ How Content has Become the Cornerstone for Building Your Brand Online
§ How to De!ne a Content Strategy that Empowers You to Create Great Content
§ How to Amplify Your Content and Achieve Various Marketing Goals
#contentroadmap
4 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Skyword delivers all you need to create original, quality content designed to
succeed in search and on the social web.
#contentroadmap
The Skyword Approach
5 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Technology Framework
Content Strategy
Content Creators Editorial
The Four Pillars of Successful Content
#contentroadmap
The Outbrain Approach
Help people discover content that they can trust to be interes5ng, relevant and 5mely for them.
6 © 2014 Skyword Inc, Confiden5al. All rights reserved.
INTERNAL RECOMMENDATIONS PAID RECOMMENDATIONS INTERNAL RECOMMENDATIONS OUTBRAIN AMPLIFY
#contentroadmap
Together We Create A Launchpad For Content Marke5ng Success
8 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Strategic Partnership
#contentroadmap
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BUILDING YOUR BRAND ONLINE
© 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
§ Most people worldwide would not care if more than 73% of brands disappeared tomorrow.
§ Only 20% of brands worldwide make a significant, posi5ve effect on people’s well-‐being.
10 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Reality Check
(Havas Media, Meaningful Brands Report)
#contentroadmap
The Best Global Brands Start With The Why
11 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
The Best Global Brands Start With The Why
12 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
13 © 2014 Skyword Inc, Confiden5al. All rights reserved.
What is your WHY?
#contentroadmap
14 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
15 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Providing inspiraJon for people who want to enjoy priceless desJnaJons around the world
#contentroadmap
16 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
17 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Providing IT professionals with a deep understanding of their community’s struggles and offering a unique perspecJve
on industry trends.
#contentroadmap
18 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
19 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Providing inspiring and insighWul stories for those either
considering pet ownership or those who currently own pets
#contentroadmap
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DEFINE YOUR CONTENT STRATEGY
© 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
Businesses Must Invest in Content Strategy
21 © 2014 Skyword Inc, Confiden5al. All rights reserved.
(Unisphere’s 2014 Survey of Content Marke5ng Trends)
#contentroadmap
Process: Conduct Audience Research
22 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
Process: Conduct a Content Audit
23 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Awareness
Considera5on
Valida5on
Conversion
Loyalty
Authen5city &
Credibility
Trust & Consistency
Posi5ve Interac5ons
#contentroadmap
Process: Leverage Technology
24 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
Plan via an Editorial Calendar
25 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
Ac5vate Assignments
26 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
Manage for Success
27 © 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
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AMPLIFYING YOUR CONTENT
#contentroadmap
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Distribu5on Is Vital
#contentroadmap
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Build Your Plan for Discovery
#contentroadmap
Customers
Users
Consider Your Opportunity to Influence
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#contentroadmap
Customers
AUDIENCE
followers
press
prospects
fans
bloggers
subscribers
Growing Your Audience = Growing Your Business
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#contentroadmap
do I do this? HOW
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#contentroadmap
Fragmenta5on
Intent
Noise
Take Control of Your Audience
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#contentroadmap
2 MILLION BLOG POSTS are wri[en. A DAY ON THE INTERNET
Enough posts to fill "Time Magazine for 770 years.
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#contentroadmap
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Audience Is Everywhere
#contentroadmap
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What People Do Online
22% SOCIAL NETWORKING
5% ONLINE SHOPPING
13% MULTI-‐MEDIA SITES
19% EMAILS/COMMUNICATION
20% READING CONTENT
21% SEARCH
(comScore Data Mine|Nielsen)
of 5me is spent with no intent other than being entertained or informed
74%
#contentroadmap
Where do they spend 5me?
Why are they there?
Who is the audience?
Plan for Discovery
38
#contentroadmap
80%
74%
50%
47%
45%
36%
34%
31%
24%
21%
19%
13%
15%
YouTube Facebook
Retail Sites Google+
Blogs News Sites
Twimer Groups/Forums
LinkedIn Pinterest
Brand Sites Instagram
Online Magazines
Online Services Used Most
TECHNORATI MEDIA, MARCH 2013
Where People Go for Content
39
#contentroadmap
40
#contentroadmap
PAID OWNED EARNED
ArJcles Videos Blogs Branded Hubs
Product Reviews Media Coverage
Sponsored ArJcles
NaJve AdverJsing
Content You Should Amplify
41 41
#contentroadmap
OWNED
42
#contentroadmap
EARNED
43
#contentroadmap
PAID
44
#contentroadmap
do I do this? WHY
45
#contentroadmap
Content Drives Engagement
46
3.5
2.0
60%
1.7 1.8
76%
1.4 1.3
85%
PV's/Session Minutes/Session Bounce Rate
SOCIAL
DISCOVERY
SEARCH
#contentroadmap
42%
13% 13%
85%
20% 19%
Content Drives Brand Lip
POSITIVE REVIEW
CONTROL GROUP
Product Review
47
#contentroadmap
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Extend The Life and Reach of PR Efforts
Is Your Audience Growing?
Is Your Audience Growing?
#contentroadmap
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Na5ve Placements Breed Success
“Marketing in a digital world means meeting your consumers where it is most natural for them while providing real value, as opposed to pushing a one-sided marketing message.” Tal Schmidt, Digital Marketing Manager, Hogla-Kimberly
#contentroadmap
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Expand Your Reach to New Audiences
#contentroadmap
51 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Summary
1 – Content Is the Cornerstone of a Great Brand
q Start with the WHY
2 – Great Content is Activated by Content Strategy q Audience Research q Content Audit q Leverage Technology
3 - Amplify Your Content and Win q Distribution is Vital q Growing Audience Grows Business q Plan for Discovery q Use All of Your Assets q Measure Your Results
#contentroadmap
MaryAnne Flynn VP, Content Services Skyword @maryanneflynn Rich Ullman VP, Marke5ng Outbrain @richullman
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Ques5ons?
© 2014 Skyword Inc, Confiden5al. All rights reserved.
#contentroadmap
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Learn More
© 2014 Skyword Inc, Confiden5al. All rights reserved.
Follow @Skyword on Twimer to learn more about the latest in content marke5ng Access our resource center for addi5onal presenta5ons and materials www.skyword.com/resources Or contact us directly: [email protected] 617.720.4000 www.skyword.com
#contentroadmap
54 © 2014 Skyword Inc, Confiden5al. All rights reserved.
Thank You