1. Webinar: How to Create a Thought Leadership Content Engine
Presenter: Paul Salvaggio, VP of Marketing Operations Contact:
[email protected], @paulsalvaggio Admin: Gerry Knall, Content
Marketing Consultant Contact: [email protected],
@gerrybackbone Q&A: email questions to [email protected]
Copyright 2015, BackboneMedia.com, All rights reserved. 2. Webinar:
How to Create a Thought Leadership Content Engine Presenter: Paul
Salvaggio, VP of Marketing Operations Contact:
[email protected], @paulsalvaggio Admin: Gerry Knall, Content
Marketing Consultant Contact: [email protected],
@gerrybackbone Q&A: email questions to [email protected]
Agenda: INTRO DATA HOW TIPS Q&A Copyright 2015,
BackboneMedia.com, All rights reserved. 3. THE GEICO FACTOR -
Content Saturation Copyright 2015, BackboneMedia.com, All rights
reserved. 4. The Greatest Misconception in Content Marketing Rand
Fishkin: It takes Moz an average seven and a half visits before
someone signs up for a free trial. Copyright 2015,
BackboneMedia.com, All rights reserved. 5. Copyright 2015,
BackboneMedia.com, All rights reserved. Well, did you know words
can hurt? 6. Background: Content Analytics Company - Cymfony
Digital Marketing Agency - Backbone B2B Clients Content Experiences
100 Trends & Predictions Campaign Reviewed Research Reports
Copyright 2015, BackboneMedia.com, All rights reserved. 7. Thought
Leaders: Copyright 2015, BackboneMedia.com, All rights reserved. 8.
Thought Leaders: subject matter experts Copyright 2015,
BackboneMedia.com, All rights reserved. 9. Thought Leaders: subject
matter experts company executives, engineers, scientists Copyright
2015, BackboneMedia.com, All rights reserved. 10. Thought Leaders:
subject matter experts company executives, engineers, scientists
partners, advocates, analysts, employees Copyright 2015,
BackboneMedia.com, All rights reserved. 11. Thought Leaders:
subject matter experts company executives, engineers, scientists
partners, advocates, analysts, employees customers Copyright 2015,
BackboneMedia.com, All rights reserved. 12. 3 Mega Trends:
Substance Simplicity Speed (source: McKinsey, The Dawn of
Marketings New Golden Age ) Copyright 2015, BackboneMedia.com, All
rights reserved. 13. Webinar: How to Create a Thought Leadership
Content Engine Presenter: Paul Salvaggio, VP of Marketing
Operations Contact: [email protected], @paulsalvaggio Admin:
Gerry Knall, Content Marketing Consultant Contact:
[email protected], @gerrybackbone Q&A: email questions to
[email protected] Agenda: INTRO DATA HOW TIPS Q&A
Copyright 2015, BackboneMedia.com, All rights reserved. 14.
Supporting Data: 93% of B2B technology marketers use content
marketing to attract and retain customers. (source: CMI, 2015)
Copyright 2015, BackboneMedia.com, All rights reserved. 15.
Supporting Data: 93% of B2B technology marketers use content
marketing to attract and retain customers. (source: CMI, 2015) 66%
of B2B Marketers of dissatisfied with content marketing results
(source: MarketingProfs, 2015) Copyright 2015, BackboneMedia.com,
All rights reserved. 16. Supporting Data: 93% of B2B technology
marketers use content marketing to attract and retain customers.
(source: CMI, 2015) 66% of B2B Marketers of dissatisfied with
content marketing results (source: MarketingProfs, 2015) 87% of
marketers are struggling to create engaging content (source:
Forrester, 2015) Copyright 2015, BackboneMedia.com, All rights
reserved. 17. Content Marketing Hype Cycle Copyright 2015,
BackboneMedia.com, All rights reserved. 18. TL Benefits: Increases
Content Quality and Volume Increases Brand Visibility &
Personalization Increases Brand Trust KEY: Increases Brand
Differentiation (source: Forrester Report: Thought Leadership: The
Next Wave Of Differentiation In B2B Marketing) Copyright 2015,
BackboneMedia.com, All rights reserved. 19. Webinar: How to Create
a Thought Leadership Content Engine Presenter: Paul Salvaggio, VP
of Marketing Operations Contact: [email protected],
@paulsalvaggio Admin: Gerry Knall, Content Marketing Consultant
Contact: [email protected], @gerrybackbone Q&A: email
questions to [email protected] Agenda: INTRO DATA HOW TIPS
Q&A Copyright 2015, BackboneMedia.com, All rights reserved. 20.
Increase Content Quality and Volume Copyright 2015,
BackboneMedia.com, All rights reserved. 21. 3 Mega Trends:
Substance Simplicity Speed (source: McKinsey, The Dawn of
Marketings New Golden Age ) Copyright 2015, BackboneMedia.com, All
rights reserved. 22. Copyright 2015, BackboneMedia.com, All rights
reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity
Speed 23. Copyright 2015, BackboneMedia.com, All rights reserved.
Leveraging 3 Marketing Mega Trends Substance Simplicity Speed
Thought Leader 24. Copyright 2015, BackboneMedia.com, All rights
reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity
Speed Thought Leader Recorded Call 25. Copyright 2015,
BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega
Trends Substance Simplicity Speed Thought Leader Recorded Call
MegaContent Pre-Funnel Slideshare Social Images Twitter, LinkedIn,
G+, FB Top-Funnel Video Podcast Blog Post Transcripts Mid-Funnel
eBook WhitePaper Case Study 26. Copyright 2015, BackboneMedia.com,
All rights reserved. Leveraging 3 Marketing Mega Trends Substance
Simplicity Speed 27. Copyright 2015, BackboneMedia.com, All rights
reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity
Speed 28. Copyright 2015, BackboneMedia.com, All rights reserved.
Leveraging 3 Marketing Mega Trends Substance Simplicity Speed 29.
Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging
3 Marketing Mega Trends Substance Simplicity Speed 30. Copyright
2015, BackboneMedia.com, All rights reserved. STEP 1: Research Your
Target Audience 31. Copyright 2015, BackboneMedia.com, All rights
reserved. STEP 2: Create a Thought Leadership Operation 32.
Copyright 2015, BackboneMedia.com, All rights reserved. Step 3: How
to Sustain the Operation Substance Simplicity Speed 33. Webinar:
How to Create a Thought Leadership Content Engine Presenter: Paul
Salvaggio, VP of Marketing Operations Contact:
[email protected], @paulsalvaggio Admin: Gerry Knall, Content
Marketing Consultant Contact: [email protected],
@gerrybackbone Q&A: email questions to [email protected]
Agenda: INTRO DATA HOW TIPS Q&A Copyright 2015,
BackboneMedia.com, All rights reserved. 34. TIPS: Identify a
Champion Create MegaContent Showcase Champion Create TL Scorecard
Get Executive Buy-In Document Process Possibly Outsource Copyright
2015, BackboneMedia.com, All rights reserved. 35. Copyright 2015,
BackboneMedia.com, All rights reserved. GEICO Ad = Thought Leader
Content Engine 36. Copyright 2015, BackboneMedia.com, All rights
reserved. Got Questions? Next Steps: Email [email protected]
Visit BackboneMedia.com/Samples for Sample MegaContent IF DIY -
Find a TL Champion to Run a Pilot IF Outsource - Email
[email protected] for pricing 37. Copyright 2015,
BackboneMedia.com, All rights reserved. Resources: The Greatest
Misconception in Content Marketing -
https://moz.com/blog/the-greatest-misconception-in-
content-marketing-whiteboard-friday The Dawn of Marketings New
Golden Age -
http://www.mckinsey.com/insights/marketing_sales/the_dawn_of_marketings_new_golden_age
Thought Leadership: The Next Wave Of Differentiation In B2B
Marketing -
https://www.forrester.com/Thought+Leadership+The+Next+Wave+Of+Differentiation+In+B2B+Marketing/fulltex
t/-/E-res58694 B2B Technology Content Marketing: Benchmarks,
Budgets and Trends - North America -
http://www.slideshare.net/CMI/b2b-technology-content-marketing-benchmarks-budgets-and-trends-north-
america