----- 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
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
Meet The Speakers3Your ModeratorTricia Travaline@travwinMarketing Vice President, Skyword Inc.Travis Wright@teedubyaStrategic Social MediaAwesomizer, Norton by Symantec#contentatlanta
4Tom GeraceCEO and FounderThe Content MarketingRevolution@tomgerace
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
HelpMeAdvertiseAtlanta.comGood content has the potential to position yourcompany as a subject matter expert andthis can build trust with your audience!
Content Marketing Is a Marathon, Not a Race• Be patient.• Deliver quality and consistency.• Your efforts will pay off (eventually).
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. Manager, ContentStrategy@smarkle42
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
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
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
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
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
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
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!
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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