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...
Agenda
3
• Why content marketing? IBM’s approach for a changing digital environment
– Reach audiences where they already a...
4
Why an Influencer Program
• Activate leading industry bloggers to amplify the reach of your organization
in the social s...
Connective Tissue Across Marketing Efforts
5
Leverage trusted voices of influencers to create a connective tissue
between ...
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 ...
8
Understanding Tiers of Influence
9
Creating a Distributed Content Ecosystem
Influencers
(Credible Experts) IBM Events
(Inclusion)
News Writers
(Immediate I...
It’s Less About What You Offer and More About What
Your Audience Wants
High
Low
News Writers
Bloggers
SMEs
Business Partne...
11
Driving a Qualified Audience Down the Funnel
#1 result
Bloggers, News Writers &
Forward Thinkers
Google
Search
Social
S...
Search and Social: Gateways to Consumers
12
115BILLION
GLOBAL SEARCHES
every month on Google Search
36BILLION
SOCIAL SHARE...
13
Quality Content is the Cost of Discovery
Search Lift Social Lift Brand Lift
Keyword Relevance
Backlinks
Higher Rankings...
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
Writ...
Skyword – All You Need for Quality Content
18
Technology
Framework
Content
Strategy
Content
Creators
Editorial
The Four Pi...
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 newsroo...
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
•
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•
•
•
•
29
IBM Midmarket Digital Marketing
30
IBM Midmarket Digital Marketing
•
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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.ib...
38
Follow @Skyword on Twitter to learn more
about the latest in content marketing
Access our agency partners page for
addi...
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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.

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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  • Change Forward Thinkers to Subject Matter Experts
  • IBM generates leads with B2B content marketing

    1. 1. Generating Leads through B2B Content Marketing
    2. 2. 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
    3. 3. 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. 4. 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
    5. 5. 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. 6. 6 You Can’t Have an Influencer Program Without
    7. 7. 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. 8. 8 Understanding Tiers of Influence
    9. 9. 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
    10. 10. 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. 11. 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
    12. 12. Search and Social: Gateways to Consumers 12 115BILLION GLOBAL SEARCHES every month on Google Search 36BILLION SOCIAL SHARES every month in the US
    13. 13. 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. 14. 14 & The Fuel That Powers All Marketing
    15. 15. 15 Brands Need to Become like Newsrooms
    16. 16. 16 Particularly in B2B..
    17. 17. 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
    18. 18. Skyword – All You Need for Quality Content 18 Technology Framework Content Strategy Content Creators Editorial The Four Pillars of Successful Content
    19. 19. And, We’re Good At It 19 Last year, Skyword content drove 134+ million unique visits from search and social to client sites
    20. 20. Establishing a Google News Program 20 • • • • • • • •
    21. 21. Executing Content Strategy | Content Calendar 21
    22. 22. Scale News Coverage | Trending Topics 22
    23. 23. 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
    24. 24. IBM Midmarket Digital Marketing 24
    25. 25. IBM Midmarket Digital Marketing New Media Impact on B2B 25
    26. 26. IBM Midmarket Digital Marketing 26
    27. 27. IBM Midmarket Digital Marketing • • • • • • • • • • • • • 27
    28. 28. IBM Midmarket Digital Marketing • • 28
    29. 29. IBM Midmarket Digital Marketing • • • • • • 29
    30. 30. IBM Midmarket Digital Marketing 30
    31. 31. IBM Midmarket Digital Marketing • • • • • 31
    32. 32. IBM Midmarket Digital Marketing 32
    33. 33. IBM Midmarket Digital Marketing Establish a News Site and Publishing Platform midsizeinsider.com 33
    34. 34. IBM Midmarket Digital Marketing 34
    35. 35. IBM Midmarket Digital Marketing 35
    36. 36. Question & Answer 36
    37. 37. 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. 38. 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
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