Full Webinar: A Roadmap for Successfully Creating and Amplifying Great Content

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© 2014 Skyword Inc, Confiden5al. All rights reserved.

A Roadmap for Successfully Crea5ng and Amplifying Great Content

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MaryAnne Flynn VP, Content Services Skyword @maryanneflynn Rich Ullman VP, Marke5ng Outbrain @richullman

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Today’s Presenters


Join the conversation! #CONTENTROADMAP

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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

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Skyword delivers all you need to create original, quality content designed to

succeed in search and on the social web.

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The Skyword Approach


Technology Framework

Content Strategy

Content Creators Editorial

The Four Pillars of Successful Content

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The Outbrain Approach

Help people discover content that they can trust to be interes5ng, relevant and 5mely for them.


INTERNAL RECOMMENDATIONS PAID RECOMMENDATIONS INTERNAL RECOMMENDATIONS OUTBRAIN AMPLIFY

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Together We Create A Launchpad For Content Marke5ng Success


Strategic Partnership

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BUILDING YOUR BRAND ONLINE


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§  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.


Reality Check

(Havas Media, Meaningful Brands Report)

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The Best Global Brands Start With The Why


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The Best Global Brands Start With The Why


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What is your WHY?

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Providing inspiraJon for people who want to enjoy priceless desJnaJons around the world

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Providing IT professionals with a deep understanding of their community’s struggles and offering a unique perspecJve

on industry trends.

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Providing inspiring and insighWul stories for those either

considering pet ownership or those who currently own pets

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DEFINE YOUR CONTENT STRATEGY


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Businesses Must Invest in Content Strategy


(Unisphere’s 2014 Survey of Content Marke5ng Trends)

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Process: Conduct Audience Research


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Process: Conduct a Content Audit


Awareness

Considera5on

Valida5on

Conversion

Loyalty

Authen5city &

Credibility

Trust & Consistency

Posi5ve Interac5ons

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Process: Leverage Technology


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Plan via an Editorial Calendar


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Ac5vate Assignments


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Manage for Success


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AMPLIFYING YOUR CONTENT

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Distribu5on Is Vital

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Build Your Plan for Discovery

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Customers

Users

Consider Your Opportunity to Influence

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Customers

AUDIENCE

followers

press

prospects

fans

bloggers

subscribers

Growing Your Audience = Growing Your Business

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do I do this? HOW

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Fragmenta5on

Intent

Noise

Take Control of Your Audience

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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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Audience Is Everywhere

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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%

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Where do they spend 5me?

Why are they there?

Who is the audience?

Plan for Discovery

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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

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PAID OWNED EARNED

ArJcles Videos Blogs Branded Hubs

Product Reviews Media Coverage

Sponsored ArJcles

NaJve AdverJsing

Content You Should Amplify

41 41

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OWNED

42

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EARNED

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PAID

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do I do this? WHY

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Content Drives Engagement

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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

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42%

13% 13%

85%

20% 19%

Content Drives Brand Lip

POSITIVE REVIEW

CONTROL GROUP

Product Review

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Extend The Life and Reach of PR Efforts

Is Your Audience Growing?

Is Your Audience Growing?

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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

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Expand Your Reach to New Audiences

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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

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MaryAnne Flynn VP, Content Services Skyword @maryanneflynn Rich Ullman VP, Marke5ng Outbrain @richullman

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Ques5ons?


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Learn More


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

www.twitter.com/skyword

www.skyword.com/resources

mailto:[email protected]

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Thank You