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

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 ...

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.

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

    • A  Roadmap  for  Successfully  Crea5ng   and  Amplifying  Great  Content     #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.  
    • 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  
    • 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  
    • 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  
    • 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  
    • 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  
    • PAID     INTERNAL   OUTBRAIN  AMPLIFY   RECOMMENDATIONS  
    • Strategic  Partnership     Together  We  Create     A  Launchpad  For   Content  Marke5ng  Success   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   8  
    •  BUILDING  YOUR  BRAND  ONLINE   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   9  
    • 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  
    • The  Best  Global  Brands  Start  With  The  Why   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   11  
    • The  Best  Global  Brands  Start  With  The  Why   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   12  
    • What  is  your   WHY?   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   13  
    • #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   14  
    • Providing  inspiraJon  for  people   who  want  to  enjoy  priceless   desJnaJons  around  the  world   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   15  
    • #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   16  
    • 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  
    • #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   18  
    • 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  
    •  DEFINE  YOUR  CONTENT  STRATEGY   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   20  
    • Businesses  Must  Invest  in  Content  Strategy   (Unisphere’s  2014  Survey  of  Content  Marke5ng  Trends)   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   21  
    • Process:  Conduct  Audience  Research   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   22  
    • 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  
    • Process:  Leverage  Technology     #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   24  
    • Plan  via  an  Editorial  Calendar     #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   25  
    • Ac5vate  Assignments   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   26  
    • Manage  for  Success   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   27  
    •      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   fans   prospects   subscribers   Customers   #contentroadmap 32  
    • 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%   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  
    • Plan  for  Discovery   Who  is  the  audience?   Where  do  they  spend  5me?   Why  are  they  there?   #contentroadmap 38  
    • 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  
    • #contentroadmap 40  
    • Content  You  Should  Amplify   OWNED   ArJcles   Videos   Blogs   Branded  Hubs   EARNED   PAID   Product  Reviews   Media  Coverage   Sponsored  ArJcles   #contentroadmap NaJve  AdverJsing   41  
    • 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%   PV's/Session     Minutes/Session     #contentroadmap 76%   85%   Bounce  Rate     46  
    • Content  Drives  Brand  Lip   Product   Review   CONTROL GROUP POSITIVE REVIEW 85% 42% 13% 20% #contentroadmap 13% 19% 47  
    • Extend  The  Life  and  Reach  of  PR  Efforts   Is  Your  Audience  Growing?   Is  Your  Audience  Growing?   #contentroadmap 48  
    • 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  
    • 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 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  
    • Ques5ons?   MaryAnne  Flynn   VP,  Content  Services   Skyword   @maryanneflynn     Rich  Ullman   VP,  Marke5ng   Outbrain   @richullman   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   52  
    • 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  
    • Thank  You   #contentroadmap ©  2014  Skyword  Inc,  Confiden5al.  All  rights  reserved.   54