Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content
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Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at ...

The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

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  • MultiplatformMultimediaMultiformat
  • Case study: Microsoft IE9• Daily blog• 12 weeks• Addressing tech-savvy audience• Build excitement around HTML5• Restrictions on comments, sharing

Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content Presentation Transcript

  • is the custom publishing division of PCWorld | Macworld
    PCWORLD founded 1982
    15 Million unique users online
    4.5 Million print readers
    MACWORLD founded 1983
    5.6 Million unique users online 
    1.5 Million print readers
    Source: IntelliQuest Consumer Doublebase study (2009-2010), OmnitureSiteCatalyst
  • Why Content Works?
    • 8 of 10 marketing/media professionals surveyed* said custom content will be a “critical” or “very important” means of engaging with customers in the coming year
    • IDG’s Custom Solutions Group has had great success in custom publishing for the enterprise market
    • Our advertising partners are asking for custom content
    Source: IDG Global Research, Fall 2010
  • Harnessing the expertise of PCWorld and Macworld, Content Works creates powerful content that attracts, educates, and motivates serious tech buyers.
  • Design
    Sales
    Editorial
    A meta-organization within
    Web Development
    Print Production
    Project Management
    Research
  • My Role
    BACKGROUND:
    • Editor of technical subject matter for broad audiences
    • 10 years at Wired
    • Two stints as editor-in-chief at technical magazines for creative professionals
    FUNCTION:
    • Essentially editor-in-chief
    • But with a full-spectrum media palette
    • I dream up information packages and oversee their creation
  • CONTENT & DISTRIBUTION
  • Content
  • Multiplatform
    Print
    Internet
    Mobile
    Live events
  • Multimedia
    Text
    Photos
    Illustrations
    Diagrams
    Video
    Interactive
  • Multiformat
    Magazines
    Web sites
    Podcasts
    Blogs
    Social profiles
    Apps
    Games
    Contests
  • Distribution
    PCWorld | Macworld
    IDG Tech Network
    Client outlets
    Partner sites
    Social networks
    App stores
  • Recent Partners
  • . . . What is great content, anyway?
    Goal: Great content.
  • Great Content is an experience
    You become lost in the presentation.
    You return enlightened and inspired.
  • What can great content do for a business?
    • Engage target audience
    • Make brands more credible
    • Lead potential customers through funnel
    • Provide valuable, wholly-owned assets
  • Challenges to
    • Wall between ad and edit
    • Differentiation between custom and editorial
    • Maintaining journalistic standards while meeting marketers’ demands
  • Opportunities for
    • Recognized brand
    • Subject-matter expertise
    • Journalistic approach
    • Focus on user experience
    • Existing client relationships
  • Church and state
    We brand PCWorld | Macworld Content Works differently
  • CASE STUDIES
  • Case study: Adobe Acrobat 9
    • Daily blog
    • 12 weeks
    • Addressing tech-savvy audience
    • Build excitement around HTML5
    • Restrictions on comments, sharing
  • Case study: Sprint
  • Case study: Sprint
  • Case study: Linksys
  • Best practices
    • Allow time for excellence
    • Specify all parameters of project up front
    • Establish project ownership on client side
    • Keep your eye on the concept

  • Do what you do so well that they will want to see it again and again and bring their friends.
    - Walt Disney