is the custom publishing division of PCWorld | Macworld<br />PCWORLD founded 1982<br />15 Million uniq...
Why Content Works?<br /><ul><li>8 of 10 marketing/media professionals surveyed* said custom content will be a “critical” o...
IDG’s Custom Solutions Group has had great success in custom publishing for the enterprise market
Our advertising partners are asking for custom content</li></ul>Source: IDG Global Research, Fall 2010 <br />
Harnessing the expertise of PCWorld and Macworld, Content Works creates powerful content that attracts, educates, and moti...
Design<br />Sales<br />Editorial<br />A meta-organization within<br />Web Development<br />Print Production<br />Project M...
My Role<br />BACKGROUND:<br /><ul><li>Editor of technical subject matter for broad audiences
10 years at Wired
Two stints as editor-in-chief at technical magazines for creative professionals</li></ul>FUNCTION:<br /><ul><li>Essentiall...
But with a full-spectrum media palette
I dream up information packages and oversee their creation</li></li></ul><li>CONTENT & DISTRIBUTION<br />
Content<br />
Multiplatform<br />Print<br />Internet <br />Mobile <br />Live events<br />
Multimedia<br />Text<br />Photos<br />Illustrations<br />Diagrams<br />Video <br />Interactive<br />
Multiformat<br />Magazines<br />Web sites<br />Podcasts <br />Blogs<br />Social profiles<br />Apps<br />Games <br />Contes...
Distribution<br />PCWorld | Macworld<br />IDG Tech Network<br />Client outlets<br />Partner sites<br />Social networks<br ...
Recent Partners<br />
. . . What is great content, anyway?<br />Goal: Great content.<br />
Great Content is an experience<br />You become lost in the presentation. <br />You return enlightened and inspired. <br />
What can great content do for a business?<br /><ul><li>Engage target audience
Make brands more credible
Lead potential customers through funnel
Provide valuable, wholly-owned assets</li></li></ul><li>Challenges to <br /><ul><li>Wall between ad and edit
Differentiation between custom and editorial
Maintaining journalistic standards while meeting marketers’ demands</li></li></ul><li>Opportunities for<br /><ul><li>Recog...
Subject-matter expertise
Journalistic approach
Focus on user experience
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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 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

    1. 1.
    2. 2. is the custom publishing division of PCWorld | Macworld<br />PCWORLD founded 1982<br />15 Million unique users online<br />4.5 Million print readers<br />MACWORLD founded 1983<br />5.6 Million unique users online <br />1.5 Million print readers<br />Source: IntelliQuest Consumer Doublebase study (2009-2010), OmnitureSiteCatalyst<br />
    3. 3. Why Content Works?<br /><ul><li>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
    4. 4. IDG’s Custom Solutions Group has had great success in custom publishing for the enterprise market
    5. 5. Our advertising partners are asking for custom content</li></ul>Source: IDG Global Research, Fall 2010 <br />
    6. 6. Harnessing the expertise of PCWorld and Macworld, Content Works creates powerful content that attracts, educates, and motivates serious tech buyers.<br />
    7. 7. Design<br />Sales<br />Editorial<br />A meta-organization within<br />Web Development<br />Print Production<br />Project Management<br />Research<br />
    8. 8. My Role<br />BACKGROUND:<br /><ul><li>Editor of technical subject matter for broad audiences
    9. 9. 10 years at Wired
    10. 10. Two stints as editor-in-chief at technical magazines for creative professionals</li></ul>FUNCTION:<br /><ul><li>Essentially editor-in-chief
    11. 11. But with a full-spectrum media palette
    12. 12. I dream up information packages and oversee their creation</li></li></ul><li>CONTENT & DISTRIBUTION<br />
    13. 13. Content<br />
    14. 14. Multiplatform<br />Print<br />Internet <br />Mobile <br />Live events<br />
    15. 15. Multimedia<br />Text<br />Photos<br />Illustrations<br />Diagrams<br />Video <br />Interactive<br />
    16. 16. Multiformat<br />Magazines<br />Web sites<br />Podcasts <br />Blogs<br />Social profiles<br />Apps<br />Games <br />Contests<br />
    17. 17. Distribution<br />PCWorld | Macworld<br />IDG Tech Network<br />Client outlets<br />Partner sites<br />Social networks<br />App stores<br />
    18. 18. Recent Partners<br />
    19. 19. . . . What is great content, anyway?<br />Goal: Great content.<br />
    20. 20. Great Content is an experience<br />You become lost in the presentation. <br />You return enlightened and inspired. <br />
    21. 21. What can great content do for a business?<br /><ul><li>Engage target audience
    22. 22. Make brands more credible
    23. 23. Lead potential customers through funnel
    24. 24. Provide valuable, wholly-owned assets</li></li></ul><li>Challenges to <br /><ul><li>Wall between ad and edit
    25. 25. Differentiation between custom and editorial
    26. 26. Maintaining journalistic standards while meeting marketers’ demands</li></li></ul><li>Opportunities for<br /><ul><li>Recognized brand
    27. 27. Subject-matter expertise
    28. 28. Journalistic approach
    29. 29. Focus on user experience
    30. 30. Existing client relationships</li></li></ul><li>Church and state<br />We brand PCWorld | Macworld Content Works differently<br />
    31. 31.
    32. 32. CASE STUDIES<br />
    33. 33. Case study: Adobe Acrobat 9<br />• Daily blog<br />• 12 weeks<br />• Addressing tech-savvy audience<br />• Build excitement around HTML5<br />• Restrictions on comments, sharing<br />
    34. 34.
    35. 35. Case study: Sprint<br />
    36. 36. Case study: Sprint<br />
    37. 37. Case study: Linksys<br />
    38. 38.
    39. 39. Best practices<br /><ul><li>Allow time for excellence
    40. 40. Specify all parameters of project up front
    41. 41. Establish project ownership on client side
    42. 42. Keep your eye on the concept</li></li></ul><li>“<br />Do what you do so well that they will want to see it again and again and bring their friends.<br />- Walt Disney <br />”<br />
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