Marketing Roundtable:Content (not Elvis) is KingJune 18, 2013
©AnnArborSPARKSpeakers:Catherine Buerkle – Alert Watch, Inc.Jim Hume – Phire GroupAndy Vasher – FIS Consulting ServicesMod...
Content (NOT ELVIS) Is KingAnn Arbor SPARKMarketing RoundtableJune 18, 2013Moderated by:Chris KochmanskiDesignHub, Inc.www...
A Very Modest “Content Is King” Success Story
PublicityAdvertisingDirect MailTrade Shows
ComputerworldNetwork WorldInformation WeekMIS WeekDatamationComputer DecisionsMainframe JournalAS/X SystemsUNIX WorldEDI W...
Need any of these? Call us.327037703780SNA/SDLCX.25HLLAPIetc.etc.
“Creative”
AwarenessImageResponse
Awareness = FrequencyImage = Size and ColorResponse = Offer
Awareness = AttachmateImage = Attachmate, SSI, CLEOResponse = CLEO
What could we offer?
“Nematron Industrial Workstation Selection Guide”
Creativity = Creating Value
“UNIX-to-IBM Connectivity Solutions Guide”
“Retail Connectivity Solutions Guide”
Product ReviewsCase StudiesTech BriefsExecutive White PapersArticle Reprints
ADVERTORIAL
“Strategy Pure and Simple”DRIVING FORCEProductAREAS OF EXCELLENCEAssure quality viaProduct Development Processand Service ...
Friendly and helpful
The experts
Thought leadership
Need any of these? Call us.327037703780SNA/SDLCX.25HLLAPIetc.etc.Get your free Solutions Guide.
Direct MailFree lists for advertisersMore targetedMore response-drivenMuch higher responseMuch lower cost per response
“Creative”
“This free guide helps you make theright connections.”
Smaller ads, more frequently
Response MULTIPLIED.
Caveat: 80% were literature collectors
BUT …
Awareness = CLEOImage = CLEOResponse = CLEO
Solutions GuidesProduct ReviewsCase StudiesTech BriefsExecutive White PapersTopic ArticleseBooksfaux Trade Publications
EmailWebsitesBlogsForumsSocial media…
Brand journalism
Brand content
PanelCatherine Buerkle, AlertWatchJim Hume, Phire GroupAndy Vasher, FIS Consulting Services
Content Is King!Catherine Buerkle, June 18, 2013
Content Is King, But…Knowledge Is Power
Availability• Yesterday: Librarians acted as filters• Today: Pundits and web publications act asprimary filters– “The Eigh...
Today, Filters Are Content46Filtered(Publishers)All Content• Subnetworks or“clusters” come fromsocial relationships.• It’s...
Content Marketplace47
Both Good and Bad48
Today’s Internet• Abundant• Linkable• Permissive• Public• Unresolved49
Great. Now What?• Keep access open• Create metadata• Link everything• Leave no knowledge behind• Teach everyone how toeval...
Practical steps to bea content leader.June 17, 2013
52Read. Gather.Immerse.1.
53Understandwhat youalready have.2.
54Don’t beintimidated.3.
55Bite sizedinformationworks best.4.
56Repackage,repurpose,recycle.5.
57Don’t beyourself. Be ahyper versionof yourself.6.
58Perfect isthe enemyof done.7.
59Be astoryteller.8.
60Use everychannel.9.
61Content isnot the goal.It’s thebeginning.10.
FIS—Banking Technology and ConsultingClients and Prospects62
Life of a Piece of ContentIdeaPaperless BankingFacebookPageE-mailCampaigns onEfficiencyCreate White Paper• Research• Surve...
©AnnArborSPARKSummer Marketing Roundtable Events:Summer Workshops: July 9th & August 13th
Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013
Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013
Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013
Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013
Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013
Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013
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Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013

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Transcript of "Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013"

  1. 1. Marketing Roundtable:Content (not Elvis) is KingJune 18, 2013
  2. 2. ©AnnArborSPARKSpeakers:Catherine Buerkle – Alert Watch, Inc.Jim Hume – Phire GroupAndy Vasher – FIS Consulting ServicesModerator:Chris Kochmanski – DesignHub
  3. 3. Content (NOT ELVIS) Is KingAnn Arbor SPARKMarketing RoundtableJune 18, 2013Moderated by:Chris KochmanskiDesignHub, Inc.www.design-hub.com
  4. 4. A Very Modest “Content Is King” Success Story
  5. 5. PublicityAdvertisingDirect MailTrade Shows
  6. 6. ComputerworldNetwork WorldInformation WeekMIS WeekDatamationComputer DecisionsMainframe JournalAS/X SystemsUNIX WorldEDI WorldChain Store Ageetc.etc.
  7. 7. Need any of these? Call us.327037703780SNA/SDLCX.25HLLAPIetc.etc.
  8. 8. “Creative”
  9. 9. AwarenessImageResponse
  10. 10. Awareness = FrequencyImage = Size and ColorResponse = Offer
  11. 11. Awareness = AttachmateImage = Attachmate, SSI, CLEOResponse = CLEO
  12. 12. What could we offer?
  13. 13. “Nematron Industrial Workstation Selection Guide”
  14. 14. Creativity = Creating Value
  15. 15. “UNIX-to-IBM Connectivity Solutions Guide”
  16. 16. “Retail Connectivity Solutions Guide”
  17. 17. Product ReviewsCase StudiesTech BriefsExecutive White PapersArticle Reprints
  18. 18. ADVERTORIAL
  19. 19. “Strategy Pure and Simple”DRIVING FORCEProductAREAS OF EXCELLENCEAssure quality viaProduct Development Processand Service and Support
  20. 20. Friendly and helpful
  21. 21. The experts
  22. 22. Thought leadership
  23. 23. Need any of these? Call us.327037703780SNA/SDLCX.25HLLAPIetc.etc.Get your free Solutions Guide.
  24. 24. Direct MailFree lists for advertisersMore targetedMore response-drivenMuch higher responseMuch lower cost per response
  25. 25. “Creative”
  26. 26. “This free guide helps you make theright connections.”
  27. 27. Smaller ads, more frequently
  28. 28. Response MULTIPLIED.
  29. 29. Caveat: 80% were literature collectors
  30. 30. BUT …
  31. 31. Awareness = CLEOImage = CLEOResponse = CLEO
  32. 32. Solutions GuidesProduct ReviewsCase StudiesTech BriefsExecutive White PapersTopic ArticleseBooksfaux Trade Publications
  33. 33. EmailWebsitesBlogsForumsSocial media…
  34. 34. Brand journalism
  35. 35. Brand content
  36. 36. PanelCatherine Buerkle, AlertWatchJim Hume, Phire GroupAndy Vasher, FIS Consulting Services
  37. 37. Content Is King!Catherine Buerkle, June 18, 2013
  38. 38. Content Is King, But…Knowledge Is Power
  39. 39. Availability• Yesterday: Librarians acted as filters• Today: Pundits and web publications act asprimary filters– “The Eight Best XYZ Podcasts”– But the other gazillion are still out there, a fewmore clicks away45Today: user-generated content is thenorm
  40. 40. Today, Filters Are Content46Filtered(Publishers)All Content• Subnetworks or“clusters” come fromsocial relationships.• It’s messy.• The past is never erased.• Linking curates the cloud.
  41. 41. Content Marketplace47
  42. 42. Both Good and Bad48
  43. 43. Today’s Internet• Abundant• Linkable• Permissive• Public• Unresolved49
  44. 44. Great. Now What?• Keep access open• Create metadata• Link everything• Leave no knowledge behind• Teach everyone how toevaluate knowledge claims• Embrace differences50
  45. 45. Practical steps to bea content leader.June 17, 2013
  46. 46. 52Read. Gather.Immerse.1.
  47. 47. 53Understandwhat youalready have.2.
  48. 48. 54Don’t beintimidated.3.
  49. 49. 55Bite sizedinformationworks best.4.
  50. 50. 56Repackage,repurpose,recycle.5.
  51. 51. 57Don’t beyourself. Be ahyper versionof yourself.6.
  52. 52. 58Perfect isthe enemyof done.7.
  53. 53. 59Be astoryteller.8.
  54. 54. 60Use everychannel.9.
  55. 55. 61Content isnot the goal.It’s thebeginning.10.
  56. 56. FIS—Banking Technology and ConsultingClients and Prospects62
  57. 57. Life of a Piece of ContentIdeaPaperless BankingFacebookPageE-mailCampaigns onEfficiencyCreate White Paper• Research• SurveyPost toWebsiteCreate SellSheetArticle Pitch Speaking PitchArticles inTradePublicationsIndustryWebsitesPostingsLinkedInGroupWebinarsBoth Free andFee BasedSalesPipelineOur TeamSiteCompanyIntranetLinks toLinkedIn
  58. 58. ©AnnArborSPARKSummer Marketing Roundtable Events:Summer Workshops: July 9th & August 13th

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