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

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