0
A	
  Roadmap	
  for	
  Successfully	
  Crea5ng	
  
and	
  Amplifying	
  Great	
  Content	
  

	
  

#contentroadmap

©	
  ...
Today’s	
  Presenters	
  
MaryAnne	
  Flynn	
  
VP,	
  Content	
  Services	
  
Skyword	
  
@maryanneflynn	
  
	
  
Rich	
  ...
Agenda	
  
§  Our Joint Mission
§  How Content has Become the Cornerstone for
Building Your Brand Online
§  How to Defi...
Skyword	
  delivers	
  all	
  you	
  need	
  to	
  create	
  

original,	
  quality	
  content	
  designed	
  to	
  
succe...
The	
  Skyword	
  Approach	
  
The Four Pillars of Successful Content

Technology
Framework

Content
Strategy

Content
Cre...
The	
  Outbrain	
  Approach	
  	
  

Help	
  people	
  discover	
  

content	
  that	
  they	
  can	
  trust	
  
to	
  be	...
PAID	
  	
  
INTERNAL	
  
OUTBRAIN	
  AMPLIFY	
  
RECOMMENDATIONS	
  
Strategic	
  Partnership	
  	
  
Together	
  We	
  Create	
  	
  
A	
  Launchpad	
  For	
  
Content	
  Marke5ng	
  Success...
 BUILDING	
  YOUR	
  BRAND	
  ONLINE	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
 ...
Reality	
  Check	
  
§  Most	
  people	
  worldwide	
  would	
  not	
  care	
  if	
  more	
  
than	
  73%	
  of	
  brands...
The	
  Best	
  Global	
  Brands	
  Start	
  With	
  The	
  Why	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confid...
The	
  Best	
  Global	
  Brands	
  Start	
  With	
  The	
  Why	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confid...
What	
  is	
  your	
  

WHY?	
  
#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved...
#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  

14	
  
Providing	
  inspiraJon	
  for	
  people	
  
who	
  want	
  to	
  enjoy	
  priceless	
  
desJnaJons	
  around	
  the	
  wo...
#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  

16	
  
Providing	
  IT	
  professionals	
  with	
  a	
  
deep	
  understanding	
  of	
  their	
  
community’s	
  struggles	
  and...
#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  

18	
  
Providing	
  inspiring	
  and	
  insighWul	
  
stories	
  for	
  those	
  either	
  
considering	
  pet	
  ownership	
  or...
 DEFINE	
  YOUR	
  CONTENT	
  STRATEGY	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	...
Businesses	
  Must	
  Invest	
  in	
  Content	
  Strategy	
  

(Unisphere’s	
  2014	
  Survey	
  of	
  Content	
  Marke5ng...
Process:	
  Conduct	
  Audience	
  Research	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  ri...
Process:	
  Conduct	
  a	
  Content	
  Audit	
  

Loyalty	
  

Awareness	
  

Authen5city	
  
&	
  
Credibility	
  

Consi...
Process:	
  Leverage	
  Technology	
  	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	...
Plan	
  via	
  an	
  Editorial	
  Calendar	
  	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
 ...
Ac5vate	
  Assignments	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  ...
Manage	
  for	
  Success	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
...
  	
   	
  AMPLIFYING	
  YOUR	
  CONTENT	
  

#contentroadmap

28	
  
Distribu5on	
  Is	
  Vital	
  

#contentroadmap

29	
  
Build	
  Your	
  Plan	
  for	
  Discovery	
  	
  

#contentroadmap

30	
  
Consider	
  Your	
  Opportunity	
  to	
  Influence	
  

Users	
  
	
  

Customers	
  

#contentroadmap

31	
  
Growing	
  Your	
  Audience	
  =	
  Growing	
  Your	
  Business	
  

press	
  
followers	
  
bloggers	
  
AUDIENCE	
  

fa...
HOW	
  

do	
  I	
  do	
  this?	
  
#contentroadmap

33	
  
Take	
  Control	
  of	
  Your	
  Audience	
  

Noise	
  
Fragmenta5on	
  
Intent	
  

#contentroadmap

34	
  
A DAY ON THE INTERNET

#contentroadmap

35	
  
Audience	
  Is	
  Everywhere	
  

#contentroadmap

36	
  
What	
  People	
  Do	
  Online	
  
22%	
  

74%	
  	
  

SOCIAL	
  NETWORKING	
  

5%	
  

ONLINE	
  SHOPPING	
  

13%	
  ...
Plan	
  for	
  Discovery	
  

Who	
  is	
  the	
  audience?	
  
Where	
  do	
  they	
  spend	
  5me?	
  
Why	
  are	
  the...
Where	
  People	
  Go	
  for	
  Content	
  
Online	
  Services	
  Used	
  Most	
  

YouTube	
  

80%	
  

Facebook	
  

74...
#contentroadmap

40	
  
Content	
  You	
  Should	
  Amplify	
  

OWNED	
  

ArJcles	
  
Videos	
  
Blogs	
  
Branded	
  Hubs	
  

EARNED	
  

PAID...
OWNED	
  

#contentroadmap

42	
  
EARNED	
  

#contentroadmap

43	
  
PAID	
  

#contentroadmap

44	
  
WHY	
  

do	
  I	
  do	
  this?	
  
#contentroadmap

45	
  
Content	
  Drives	
  Engagement	
  
DISCOVERY

SEARCH

3.5	
  

SOCIAL

2.0	
  

1.7	
  
1.4	
  

1.8	
  
1.3	
  
60%	
  
...
Content	
  Drives	
  Brand	
  Lip	
  
Product 	
  
Review	
  

CONTROL GROUP	

POSITIVE REVIEW	


85%

42%

13%

20%

#con...
Extend	
  The	
  Life	
  and	
  Reach	
  of	
  PR	
  Efforts	
  
Is	
  Your	
  Audience	
  Growing?	
  

Is	
  Your	
  Audi...
Na5ve	
  Placements	
  Breed	
  Success	
   	
  	
  

“Marketing in a digital
world means meeting
your consumers where
it ...
Expand	
  Your	
  Reach	
  to	
  New	
  Audiences	
  

#contentroadmap

50	
  
Summary	
  
1 – Content Is the Cornerstone of a Great Brand
q  Start with the WHY
2 – Great Content is Activated by Conte...
Ques5ons?	
  
MaryAnne	
  Flynn	
  
VP,	
  Content	
  Services	
  
Skyword	
  
@maryanneflynn	
  
	
  
Rich	
  Ullman	
  
V...
Learn	
  More	
  
Follow	
  @Skyword	
  on	
  Twimer	
  to	
  learn	
  more	
  
about	
  the	
  latest	
  in	
  content	
 ...
Thank	
  You	
  

#contentroadmap

©	
  2014	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  

54	
  
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Full Webinar: A Roadmap for Successfully Creating and Amplifying Great Content

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Today’s best brands understand that digital is more than a collection of channels. Instead they embrace digital as a means to tell powerful stories that engage audiences, to build preference for their brand, to convert new customers, and to increase loyalty. But publishing and amplifying your brand story across digital requires a modern content strategy.

Attend and get a roadmap to successfully creating and amplifying your content!

During this webinar, MaryAnne Flynn, VP of Content Services at Skyword and Rich Ullman, VP of Marketing at Outbrain will provide a roadmap for successful digital storytelling. They will also review the major components of a winning content strategy, including tips for targeting, reaching, and engaging digital audiences.

The webinar covers:

Insights into how businesses are growing by creating great content and amplifying its reach.

The major components required for building a modern content strategy.

A personalized roadmap for success, including tools and practical tips for creating great content and growing an engaged audience.

Published in: Marketing, Technology, Business
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Transcript of "Full Webinar: A Roadmap for Successfully Creating and Amplifying Great Content"

  1. 1. A  Roadmap  for  Successfully  Crea5ng   and  Amplifying  Great  Content     #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.  
  2. 2. Today’s  Presenters   MaryAnne  Flynn   VP,  Content  Services   Skyword   @maryanneflynn     Rich  Ullman   VP,  Marke5ng   Outbrain   @richullman   Join the conversation! #CONTENTROADMAP #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   2  
  3. 3. Agenda   §  Our Joint Mission §  How Content has Become the Cornerstone for Building Your Brand Online §  How to Define a Content Strategy that Empowers You to Create Great Content §  How to Amplify Your Content and Achieve Various Marketing Goals #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   3  
  4. 4. Skyword  delivers  all  you  need  to  create   original,  quality  content  designed  to   succeed  in  search  and  on  the  social  web.   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   4  
  5. 5. The  Skyword  Approach   The Four Pillars of Successful Content Technology Framework Content Strategy Content Creators #contentroadmap Editorial ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   5  
  6. 6. The  Outbrain  Approach     Help  people  discover   content  that  they  can  trust   to  be  interes5ng,  relevant   and  5mely  for  them.     #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   6  
  7. 7. PAID     INTERNAL   OUTBRAIN  AMPLIFY   RECOMMENDATIONS  
  8. 8. Strategic  Partnership     Together  We  Create     A  Launchpad  For   Content  Marke5ng  Success   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   8  
  9. 9.  BUILDING  YOUR  BRAND  ONLINE   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   9  
  10. 10. Reality  Check   §  Most  people  worldwide  would  not  care  if  more   than  73%  of  brands  disappeared  tomorrow.   §  Only  20%  of  brands  worldwide  make  a  significant,   posi5ve  effect  on  people’s  well-­‐being.   (Havas  Media,  Meaningful  Brands  Report)   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   10  
  11. 11. The  Best  Global  Brands  Start  With  The  Why   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   11  
  12. 12. The  Best  Global  Brands  Start  With  The  Why   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   12  
  13. 13. What  is  your   WHY?   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   13  
  14. 14. #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   14  
  15. 15. Providing  inspiraJon  for  people   who  want  to  enjoy  priceless   desJnaJons  around  the  world   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   15  
  16. 16. #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   16  
  17. 17. Providing  IT  professionals  with  a   deep  understanding  of  their   community’s  struggles  and   offering  a  unique  perspecJve   on  industry  trends.   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   17  
  18. 18. #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   18  
  19. 19. Providing  inspiring  and  insighWul   stories  for  those  either   considering  pet  ownership  or   those  who  currently  own  pets   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   19  
  20. 20.  DEFINE  YOUR  CONTENT  STRATEGY   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   20  
  21. 21. Businesses  Must  Invest  in  Content  Strategy   (Unisphere’s  2014  Survey  of  Content  Marke5ng  Trends)   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   21  
  22. 22. Process:  Conduct  Audience  Research   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   22  
  23. 23. Process:  Conduct  a  Content  Audit   Loyalty   Awareness   Authen5city   &   Credibility   Considera5on   Valida5on   Conversion   Trust  &   Consistency     Posi5ve  Interac5ons   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   23  
  24. 24. Process:  Leverage  Technology     #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   24  
  25. 25. Plan  via  an  Editorial  Calendar     #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   25  
  26. 26. Ac5vate  Assignments   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   26  
  27. 27. Manage  for  Success   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   27  
  28. 28.      AMPLIFYING  YOUR  CONTENT   #contentroadmap 28  
  29. 29. Distribu5on  Is  Vital   #contentroadmap 29  
  30. 30. Build  Your  Plan  for  Discovery     #contentroadmap 30  
  31. 31. Consider  Your  Opportunity  to  Influence   Users     Customers   #contentroadmap 31  
  32. 32. Growing  Your  Audience  =  Growing  Your  Business   press   followers   bloggers   AUDIENCE   fans   prospects   subscribers   Customers   #contentroadmap 32  
  33. 33. HOW   do  I  do  this?   #contentroadmap 33  
  34. 34. Take  Control  of  Your  Audience   Noise   Fragmenta5on   Intent   #contentroadmap 34  
  35. 35. A DAY ON THE INTERNET #contentroadmap 35  
  36. 36. Audience  Is  Everywhere   #contentroadmap 36  
  37. 37. What  People  Do  Online   22%   74%     SOCIAL  NETWORKING   5%   ONLINE  SHOPPING   13%   21%   SEARCH   of  5me  is  spent  with  no  intent   other  than  being  entertained  or   20%   19%   informed   MULTI-­‐MEDIA  SITES   READING  CONTENT   EMAILS/COMMUNICATION   (comScore  Data  Mine|Nielsen)     #contentroadmap 37  
  38. 38. Plan  for  Discovery   Who  is  the  audience?   Where  do  they  spend  5me?   Why  are  they  there?   #contentroadmap 38  
  39. 39. Where  People  Go  for  Content   Online  Services  Used  Most   YouTube   80%   Facebook   74%   Retail  Sites   50%   Google+   47%   Blogs   45%   News  Sites   36%   Twimer   34%   Groups/Forums   31%   LinkedIn   Pinterest   Brand  Sites   Instagram   Online  Magazines   24%   21%   19%   13%   15%   TECHNORATI  MEDIA,  MARCH  2013     #contentroadmap 39  
  40. 40. #contentroadmap 40  
  41. 41. Content  You  Should  Amplify   OWNED   ArJcles   Videos   Blogs   Branded  Hubs   EARNED   PAID   Product  Reviews   Media  Coverage   Sponsored  ArJcles   #contentroadmap NaJve  AdverJsing   41  
  42. 42. OWNED   #contentroadmap 42  
  43. 43. EARNED   #contentroadmap 43  
  44. 44. PAID   #contentroadmap 44  
  45. 45. WHY   do  I  do  this?   #contentroadmap 45  
  46. 46. Content  Drives  Engagement   DISCOVERY SEARCH 3.5   SOCIAL 2.0   1.7   1.4   1.8   1.3   60%   PV's/Session     Minutes/Session     #contentroadmap 76%   85%   Bounce  Rate     46  
  47. 47. Content  Drives  Brand  Lip   Product   Review   CONTROL GROUP POSITIVE REVIEW 85% 42% 13% 20% #contentroadmap 13% 19% 47  
  48. 48. Extend  The  Life  and  Reach  of  PR  Efforts   Is  Your  Audience  Growing?   Is  Your  Audience  Growing?   #contentroadmap 48  
  49. 49. Na5ve  Placements  Breed  Success       “Marketing in a digital world means meeting your consumers where it is most natural for them while providing real value, as opposed to pushing a one-sided marketing message.” Tal Schmidt, Digital Marketing Manager, HoglaKimberly #contentroadmap 49  
  50. 50. Expand  Your  Reach  to  New  Audiences   #contentroadmap 50  
  51. 51. Summary   1 – Content Is the Cornerstone of a Great Brand q  Start with the WHY 2 – Great Content is Activated by Content Strategy q  Audience Research q  Content Audit q  Leverage Technology 3 - Amplify Your Content and Win q  Distribution is Vital q  Growing Audience Grows Business q  Plan for Discovery q  Use All of Your Assets q  Measure Your Results #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   51  
  52. 52. Ques5ons?   MaryAnne  Flynn   VP,  Content  Services   Skyword   @maryanneflynn     Rich  Ullman   VP,  Marke5ng   Outbrain   @richullman   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   52  
  53. 53. Learn  More   Follow  @Skyword  on  Twimer  to  learn  more   about  the  latest  in  content  marke5ng     Access  our  resource  center  for  addi5onal   presenta5ons  and  materials     www.skyword.com/resources     Or  contact  us  directly:   learnmore@skyword.com   617.720.4000   www.skyword.com     #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   53  
  54. 54. Thank  You   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   54  
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