Content Marketing SummitSOUTHEAST 2013SPONSORED BYWelcomeTricia Travaline@travwinSkywordMay 7, 2013#contentatlanta
Meet The Speakers2AJ Punjabi@ajp725Digital Manager, Sales, Cox Media GroupAtlantaTom Gerace@tomgeraceFounder and CEO of Sk...
Meet The Speakers3Your ModeratorTricia Travaline@travwinMarketing Vice President, Skyword Inc.Travis Wright@teedubyaStrate...
4Tom GeraceCEO and FounderThe Content MarketingRevolution@tomgerace
5© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
6© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
7© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
8© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
9© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
10© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
Average attention span of an adult online?8 seconds
12© 2012 Skyword Inc, Confidential. All rights reserved.Average Attention Span of aGoldfish?9 seconds@tomgerace
Search and Social: Gateways toConsumers@tomgerace
14© 2013 Skyword Inc, Confidential. All rights reserved.Quality Content is the Cost of DiscoverySearch Lift Social Lift Br...
Content Fuels All Marketing@tomgerace© 2013 Skyword Inc, Confidential. All rights reserved.
Writer’s PaymentsFinancial ManagementSearch OptimizationBrand Alignment ReviewProject ManagementLegal DepartmentWriter Man...
Four Pillars of Quality Content17@tomgerace© 2013 Skyword Inc, Confidential. All rights reserved.
Content Marketing Engine18@tomgerace© 2013 Skyword Inc, Confidential. All rights reserved.
19AJ PunjabiDigital Sales Manager@ajp725Strengthen Your Brand AndROI Using An IntegratedMarketing Strategy
Who Is CMG?@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.
Integrated MarketingLEADSRelational TransactionalCMGWEBSITES &NEWSLETTERSDIGITALLISTENINGGDN & CDSGEO-BASEDMOBILE ADSGOOGL...
The Marketing Funnel© 2013 Skyword Inc, Confidential. All rights reserved.
So Why Does a Company like CMGFind it so Important to Provide itsClients withContent Marketing Opportunities?@ajp725© 2013...
People Have Changed The Way They Shop
People Have Changed The Way They Shop@ajp725
The Stimulus We Create LeadsConsumers To Search Engines@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.Broadc...
For ExampleConsumer Sees an AdFor a Compact Car
ZMOT Key phrasesInstead of Searching for a “Chevy Malibu”a Consumer may Search for:
Other Searches That May Come• [Your Brand]• [Your Brand] Review• Best [Your Category]• [Your Brand] Coupons or Discount Co...
Why Is Content So Important For SEO
Why Content Is Important To SEO© 2013 Skyword Inc, Confidential. All rights reserved.
Challenges With Content MarketingThursday, May 09, 2013 Content Marketing Summit Midwest 2013 32
Create An Editorial CalendarThursday, May 09, 2013 Content Marketing Summit Midwest 2013 33
Content For SEOContent is a fundamental part of SEO!but to succeed you need to think a bitoutside the box!@ajp725© 2013 Sk...
7 Content Amplifiers• 1. Answer a question• 2. Relieve a doubt• 3. Confirm a suspicion• 4. Simplify complexity• 5. Provide...
HelpMeAdvertiseAtlanta.comGood content has the potential to position yourcompany as a subject matter expert andthis can bu...
Create Opportunities For Sharing© 2013 Skyword Inc, Confidential. All rights reserved.
Content For SEOREMEMBER:Your Customers Won’tShare Your Content ifEverything Comes Offas a Sales Pitch.@ajp725© 2013 Skywor...
Content For SEORemember Content Marketing Is AboutProducing Great Content, Not VastAmounts Of Poor Or Average QualityConte...
Content Marketing Is a Marathon, Not a Race• Be patient.• Deliver quality and consistency.• Your efforts will pay off (eve...
41Scott MarkleSr. Manager, Content Strategy@smarkleAn Inside View of HowAutoTrader ScalesContent to EngageAudiences
Who is Scott Markle?• Child of programmer &children’s author• Web developer since 1996• Helped launch ATC in 1998• Sr. Man...
What is AutoTrader?43• Top automotiveclassifieds site• Division of Cox• Acquired KBB in 2010• 3,500 employees• 3.5mm new &...
Content at ATC Was Orphaned…44• Last resource left in 2009• Only syndicated content• Research traffic down 50%• Asked for ...
Why Content Strategy?45• Had small budget & notmuch else• Needed to be creative• Focus on strategy;creation is secondary• ...
Content Strategy in Action at ATC46• Just 3 dedicated resources• Experienced freelancers• Invest in content notoverhead• C...
Is It Working?47• 2009: 54 articles; +233% activity• 1,714 articles & 199 videos in2012; 8/day• Impressions up 281% in 3 y...
What About the Audience?48• Most engaged ATC users• Twice as likely to comefrom SEO• 37% more likely to return• 2 minutes ...
Challenges: Resource Management49• Clear strategy & guidelinesare critical• Enforce best practices• Push content entry ont...
Challenges: Metrics50• Can’t have too much data• Need macro & micro details• Need to understanddownstream impacts• Effecti...
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  • ----- Meeting Notes (1/29/13 08:28) -----Welcome, From Skyword, Riser Interactive and Polsky CenterMarketing Pros and StudentsTricia TravalineSkywordCell PHones#ContentChicago
  • Let me quickly take you through the format of today’s session and our agenda. First today this is designed to be interactive, so feel free to share your insight and/or ask questions any time during the morning. We’ll leave some time for questions after each speaker, and we will also have a Q&A panel session at the end. To quickly review the agenda, Jon Morris, Founder and CEO of Rise Interactive will start by talking about where you should start when developing a content strategy. He’ll address what kind of intelligence you need to gather in order to reach your customers with a message that resonates with them and differentiates you. Leslie Reiser, Program Director, WW Digital Marketing at IBM will provide an insider view or case study into IBM’s influencer, news and content program for the Midesize Market.Travis Wright, Strategic Social Media Awesomeser, has an awesome presentation talking about the new SEO, Business Relationship Optimization or BRO. And then David Woodrow, Skyword’s Senior Vice President of Strategic Services will join our speakers on the panel. David works with brands of all sizes from Fortune 50 to young emerging companies helping them develop and execute their content strategies.----- Meeting Notes (1/29/13 08:28) -----Format at SessionInteractive----- Meeting Notes (1/29/13 09:18) -----Playing field has changed dramaticallyDriven by advancements in search and social technologiesConsumers and business have the ability to access information any time and any where. So you've go to give them something of value when and where they seek it.To do this, brands have take on the role of publisherSome ver well
  • Content marketing-summit-southeast 5-7

    1. 1. Content Marketing SummitSOUTHEAST 2013SPONSORED BYWelcomeTricia Travaline@travwinSkywordMay 7, 2013#contentatlanta
    2. 2. Meet The Speakers2AJ Punjabi@ajp725Digital Manager, Sales, Cox Media GroupAtlantaTom Gerace@tomgeraceFounder and CEO of Skyword, Inc.Scott Markle@smarkleSr. Manager, Content Strategy, AutoTrader#contentatlanta
    3. 3. Meet The Speakers3Your ModeratorTricia Travaline@travwinMarketing Vice President, Skyword Inc.Travis Wright@teedubyaStrategic Social MediaAwesomizer, Norton by Symantec#contentatlanta
    4. 4. 4Tom GeraceCEO and FounderThe Content MarketingRevolution@tomgerace
    5. 5. 5© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
    6. 6. 6© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
    7. 7. 7© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
    8. 8. 8© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
    9. 9. 9© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
    10. 10. 10© 2012 Skyword Inc, Confidential. All rights reserved.@tomgerace
    11. 11. Average attention span of an adult online?8 seconds
    12. 12. 12© 2012 Skyword Inc, Confidential. All rights reserved.Average Attention Span of aGoldfish?9 seconds@tomgerace
    13. 13. Search and Social: Gateways toConsumers@tomgerace
    14. 14. 14© 2013 Skyword Inc, Confidential. All rights reserved.Quality Content is the Cost of DiscoverySearch Lift Social Lift Brand LiftBacklinksHigher RankingsLong-tail RelevanceEngagementContent DiscoveryReach and AmplificationLoyaltyPreferenceTrust@tomgerace
    15. 15. Content Fuels All Marketing@tomgerace© 2013 Skyword Inc, Confidential. All rights reserved.
    16. 16. Writer’s PaymentsFinancial ManagementSearch OptimizationBrand Alignment ReviewProject ManagementLegal DepartmentWriter ManagementCopy Editing CompanyWriter’s ContentCMSMaster SpreadsheetCMSBut the Process is Difficult & Inconsistent@tomgerace© 2013 Skyword Inc, Confidential. All rights reserved.
    17. 17. Four Pillars of Quality Content17@tomgerace© 2013 Skyword Inc, Confidential. All rights reserved.
    18. 18. Content Marketing Engine18@tomgerace© 2013 Skyword Inc, Confidential. All rights reserved.
    19. 19. 19AJ PunjabiDigital Sales Manager@ajp725Strengthen Your Brand AndROI Using An IntegratedMarketing Strategy
    20. 20. Who Is CMG?@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.
    21. 21. Integrated MarketingLEADSRelational TransactionalCMGWEBSITES &NEWSLETTERSDIGITALLISTENINGGDN & CDSGEO-BASEDMOBILE ADSGOOGLEADWORDSDEMO/GEO TARGETINGDIGITAL BRAND BUILDINGCOMPANYWEBSITEREDESIGNSKYWORDTWITTERMENTIONS &FACEBOOKADSREMARKETINGRadioCommercialsPersonalityEndorsementsRADIO BRAND BUILDINGConsumerValuedVignettesSponsorshipsProducts Won’t Make You Succeed..it’s the Strategy that Counts!Products Range From Relational To Transactional@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.
    22. 22. The Marketing Funnel© 2013 Skyword Inc, Confidential. All rights reserved.
    23. 23. So Why Does a Company like CMGFind it so Important to Provide itsClients withContent Marketing Opportunities?@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.
    24. 24. People Have Changed The Way They Shop
    25. 25. People Have Changed The Way They Shop@ajp725
    26. 26. The Stimulus We Create LeadsConsumers To Search Engines@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.Broadcast Is A Search Multiplier
    27. 27. For ExampleConsumer Sees an AdFor a Compact Car
    28. 28. ZMOT Key phrasesInstead of Searching for a “Chevy Malibu”a Consumer may Search for:
    29. 29. Other Searches That May Come• [Your Brand]• [Your Brand] Review• Best [Your Category]• [Your Brand] Coupons or Discount Code• [Your Brand] Scam• Best Rated [Your Category] @ajp725© 2013 Skyword Inc, Confidential. All rights reserved.
    30. 30. Why Is Content So Important For SEO
    31. 31. Why Content Is Important To SEO© 2013 Skyword Inc, Confidential. All rights reserved.
    32. 32. Challenges With Content MarketingThursday, May 09, 2013 Content Marketing Summit Midwest 2013 32
    33. 33. Create An Editorial CalendarThursday, May 09, 2013 Content Marketing Summit Midwest 2013 33
    34. 34. Content For SEOContent is a fundamental part of SEO!but to succeed you need to think a bitoutside the box!@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.
    35. 35. 7 Content Amplifiers• 1. Answer a question• 2. Relieve a doubt• 3. Confirm a suspicion• 4. Simplify complexity• 5. Provide a path (to a result they want)• 6. Correct a misconception• 7. Mitigate a riskThursday, May 09, 2013 Content Marketing Summit Midwest 2013 35
    36. 36. HelpMeAdvertiseAtlanta.comGood content has the potential to position yourcompany as a subject matter expert andthis can build trust with your audience!
    37. 37. Create Opportunities For Sharing© 2013 Skyword Inc, Confidential. All rights reserved.
    38. 38. Content For SEOREMEMBER:Your Customers Won’tShare Your Content ifEverything Comes Offas a Sales Pitch.@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.
    39. 39. Content For SEORemember Content Marketing Is AboutProducing Great Content, Not VastAmounts Of Poor Or Average QualityContent.@ajp725© 2013 Skyword Inc, Confidential. All rights reserved.
    40. 40. Content Marketing Is a Marathon, Not a Race• Be patient.• Deliver quality and consistency.• Your efforts will pay off (eventually).
    41. 41. 41Scott MarkleSr. Manager, Content Strategy@smarkleAn Inside View of HowAutoTrader ScalesContent to EngageAudiences
    42. 42. Who is Scott Markle?• Child of programmer &children’s author• Web developer since 1996• Helped launch ATC in 1998• Sr. Manager, ContentStrategy@smarkle42
    43. 43. What is AutoTrader?43• Top automotiveclassifieds site• Division of Cox• Acquired KBB in 2010• 3,500 employees• 3.5mm new & usedcars for sale• More than $1B inannual revenue
    44. 44. Content at ATC Was Orphaned…44• Last resource left in 2009• Only syndicated content• Research traffic down 50%• Asked for chance to showwhat content can do• Chose content strategy ascompetitive advantage
    45. 45. Why Content Strategy?45• Had small budget & notmuch else• Needed to be creative• Focus on strategy;creation is secondary• Had to deliver rightcontent at right time
    46. 46. Content Strategy in Action at ATC46• Just 3 dedicated resources• Experienced freelancers• Invest in content notoverhead• Content is our product• Content for shoppers, notenthusiasts• Connect content torelevant classifieds
    47. 47. Is It Working?47• 2009: 54 articles; +233% activity• 1,714 articles & 199 videos in2012; 8/day• Impressions up 281% in 3 years;audience up tenfold• Facebook audience up 108%;YouTube 231%• Content-centric iPad app• Contributed $10mm in revenue
    48. 48. What About the Audience?48• Most engaged ATC users• Twice as likely to comefrom SEO• 37% more likely to return• 2 minutes longer on site• View 5X Research pages• Comparable KPIs andconversions
    49. 49. Challenges: Resource Management49• Clear strategy & guidelinesare critical• Enforce best practices• Push content entry ontofreelancers• Access to additionalresources when needed• Manage & pay freelancers• Skyword calendar is killer!
    50. 50. Challenges: Metrics50• Can’t have too much data• Need macro & micro details• Need to understanddownstream impacts• Effective content strategyrequires constant evolution• Publicize success internally
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