IBM generates leads with B2B content marketing
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IBM generates leads with B2B content marketing

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June 6, 2013 webinar with guest speaker Leslie Reiser then Program Director, Midmarket Digital Marketing WW at IBM. ...

June 6, 2013 webinar with guest speaker Leslie Reiser then Program Director, Midmarket Digital Marketing WW at IBM.

Leslie takes takes a deep dive into IBM's content strategy, process, and results.

Digital Influence Group and Skyword join the webinar to discuss the success of IBM's Midsize Insider. This presentation illustrates how an agency and technology company can partner with an enterprise brand to drive business results through content marketing.

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IBM generates leads with B2B content marketing IBM generates leads with B2B content marketing Presentation Transcript

  • Generating Leads through B2B Content Marketing
  • Today’s Speakers 2 Leslie Reiser Program Director, Midmarket Digital Marketing WW, IBM @LCReiser lcreiser@us.ibm.com Kevin Green SVP of Strategy & Analytics, Digital Influence Group @KevinMGreen kgreen@digitalinfluencegroup.com Scott Ludwig Assistant Director of Marketing, Digital Influence Group @BostonRS sludwig@digitalinfluencegroup.com Christine McManus Director of Strategic Services, Skyword @ChrissyMac8 cmcmanus@skyword.com
  • Agenda 3 • Why content marketing? IBM’s approach for a changing digital environment – Reach audiences where they already are – Develop valuable content with staged distribution • Influencer program designed to deliver value in the marketplace – Planning and implementation – Driving a qualified audience down the funnel • Scaled content creation – Capturing opportunity in search and social – Maintaining a brand newsroom and high quality • IBM program overview and results
  • 4 Why an Influencer Program • Activate leading industry bloggers to amplify the reach of your organization in the social space • Leverage unbiased voices to create content geared towards your target audience • Expose established, qualified audiences to programs, events, services and solutions • Cultivate relationships that your employees and thought leaders can benefit from • Create an on demand focus group that you can run ideas or programs by for real-time feedback
  • Connective Tissue Across Marketing Efforts 5 Leverage trusted voices of influencers to create a connective tissue between your organization’s marketing and communication activities. PAID OWNED EARNED GOAL Trusted Voices Trusted Voices Trusted Voices
  • 6 You Can’t Have an Influencer Program Without
  • 7 Influencer Programs aren’t Achieved Overnight • Develop initial list of influencers using listening tools and filtering methodology • Recruit to participate • Provide program details and requirements • Discuss Incentives • Draft agreements • Create custom campaign tracking • Provide disclaimer • Review content created by blogger • Choreograph distribution across owned channels • Collect assets to share • Coordinate schedules for interviews, trials, etc • Recruit to participate at events • Collect metrics from bloggers • Pull controlled data • Integrate into reports
  • 8 Understanding Tiers of Influence
  • 9 Creating a Distributed Content Ecosystem Influencers (Credible Experts) IBM Events (Inclusion) News Writers (Immediate Interest) Forward Thinkers (Brand Ambassadors) Content Creation, Integration and Distribution
  • It’s Less About What You Offer and More About What Your Audience Wants High Low News Writers Bloggers SMEs Business Partners Employees Technology News What’s happening now Technology Trends Opinions and theories from thought leaders Practical Use Technology implementation & consideration Why IBM Specific services & solutions VolumeofContent 10
  • 11 Driving a Qualified Audience Down the Funnel #1 result Bloggers, News Writers & Forward Thinkers Google Search Social Search What is our audience searching for? Explore, Engage & Share
  • Search and Social: Gateways to Consumers 12 115BILLION GLOBAL SEARCHES every month on Google Search 36BILLION SOCIAL SHARES every month in the US
  • 13 Quality Content is the Cost of Discovery Search Lift Social Lift Brand Lift Keyword Relevance Backlinks Higher Rankings Awareness Affinity Conversion Endorsement Amplification Engagement
  • 14 & The Fuel That Powers All Marketing
  • 15 Brands Need to Become like Newsrooms
  • 16 Particularly in B2B..
  • Writer’s Payments Financial Management Search Optimization Brand Alignment Review Project Management Legal Department Writer Management Copy Editing Company Writer’s Content CMS Master Spreadsheet CMS But the Process is Difficult and Inconsistent 17
  • Skyword – All You Need for Quality Content 18 Technology Framework Content Strategy Content Creators Editorial The Four Pillars of Successful Content
  • And, We’re Good At It 19 Last year, Skyword content drove 134+ million unique visits from search and social to client sites
  • Establishing a Google News Program 20 • • • • • • • •
  • Executing Content Strategy | Content Calendar 21
  • Scale News Coverage | Trending Topics 22
  • IBM Midmarket Digital Marketing The Media in Collapse Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% Growth in NBC prime time audience, 2008: 14.3% Average age of network evening news viewer: 63 2001 2009 Change Woman’s Day 1.61M 410,000 -74% Redbook 556,300 154,600 -72% Country Living 380,200 134,900 -64% Natl Enquirer 1.65M 591,300 -64% Reader’s Digest 750,000 270,000 -64% ESPN Magazine 54,350 25,200 -63% 23
  • IBM Midmarket Digital Marketing 24
  • IBM Midmarket Digital Marketing New Media Impact on B2B 25
  • IBM Midmarket Digital Marketing 26
  • IBM Midmarket Digital Marketing • • • • • • • • • • • • • 27
  • IBM Midmarket Digital Marketing • • 28
  • IBM Midmarket Digital Marketing • • • • • • 29
  • IBM Midmarket Digital Marketing 30
  • IBM Midmarket Digital Marketing • • • • • 31
  • IBM Midmarket Digital Marketing 32
  • IBM Midmarket Digital Marketing Establish a News Site and Publishing Platform midsizeinsider.com 33
  • IBM Midmarket Digital Marketing 34
  • IBM Midmarket Digital Marketing 35
  • Question & Answer 36
  • Connect with our Panelists 37 Leslie Reiser Program Director, Midmarket Digital Marketing WW, IBM @LCReiser lcreiser@us.ibm.com Kevin Green SVP of Strategy & Analytics, Digital Influence Group @KevinMGreen kgreen@digitalinfluencegroup.com Scott Ludwig Assistant Director of Marketing, Digital Influence Group @BostonRS sludwig@digitalinfluencegroup.com Christine McManus Director of Strategic Services, Skyword @ChrissyMac8 cmcmanus@skyword.com
  • 38 Follow @Skyword on Twitter to learn more about the latest in content marketing Access our agency partners page for additional presentations and materials http://www.skyword.com/agency/ Or contact us directly: agency@skyword.com 617.720.4000 www.skyword.com