The Rush Into Content Marketing <br />Tom Stein, President & Chief Creative Officer<br />7/29/11<br />
2<br />
Activating Brands…and Businesses<br />SPBA’s purpose is to activatebrands<br />Brands built on true insight into what cust...
4<br />Points of Difference<br />Comprehensive, cutting-edge range of marketing capabilities <br />4<br />
Points of Difference<br />5<br />
Points of Difference | Media Sector Experience<br />6<br />6<br />
2011: The Rush Into Content Marketing <br />7<br />Everyone needs content, and we're seeing that move on both the agency a...
A Tale of Six Companies<br />8<br />
9<br />
10<br />
11<br />
12<br />
13<br />
Content-centric marketing solutions are now a pillar of media companies:<br />Integrated Marketing <br />Video Solutions <...
“Even more impressive was the 10% growth at Meredith Integrated Marketing, which is the publisher’s attempt to build a mor...
“At the moment, ad agencies don’t have too much to worry about. While the Meredith unit is still positive, it’s not exactl...
17<br />At the ABM Conference…A Rush to Marketing Services<br />
TechWeb Redefines Marketing Services<br />At UBM TechWeb, the former marketing services organization has been restructured...
Dow Jones Content Lab Launches<br />Dow Jones recently rebranded SmartMoney Custom Solutions as the Dow Jones Content Lab<...
Penton Media Launches Penton Marketing Services<br />Penton Media, one of the largest business-to-business media companies...
Hearst Buys iCrossing<br />Hearst has finally succeeded in buying search marketing specialist, iCrossing<br />With this ac...
22<br />
23<br />
24<br />
25<br />
26<br />
27<br />
Tectonic Forces<br />28<br />Consumer Engagement<br />Internet<br />Search<br />Social<br />Video<br />Marketing automatio...
29Source: JEGI Capital<br />Marketing Services | Key Trends and Drivers<br />
Marketing Services | Overview<br />The US marketing services industry generated approximately $215 billion in revenue in 2...
Marketing Services | Overview<br />% of Time Spent in Media vs. % of Online Spending, USA 2009<br />$50B <br />Global Oppo...
Marketing Services | Overview<br />32Source: JEGI Capital<br />
PEO | Orchestrating Opportunity<br />Roles of paid, earned and owned shifting significantly – particularly with the advent...
PEO | Orchestrating Opportunity<br />Paid Media Attributes<br />Gives you control, reach, targeting and share of voice; it...
PEO | Orchestrating Opportunity<br />SPBA has codified its approach to integrating paid, earned and owned (PEO) media<br /...
PEO | Orchestrating Opportunity<br />The ongoing creation of branded streams of content delivered consistently to an audie...
PEO | Orchestrating Opportunity<br />37<br />
PEO | Orchestrating Opportunity<br />To leverage “PEO,” the critical role of content quality cannot be overstated<br />-Br...
Microsoft | Cloud Power<br />39<br />
IBM | Smarter Planet<br />40<br />
Oppenheimer Funds | Globalize Your Thinking<br />41<br />
Corning | Guerilla Glass<br />42<br />
Emirates | Destination Radio App<br />43<br />
Toyota | Ideas For Good<br />44<br />
Chevron | Energyville<br />45<br />
46<br />“Make your audience more powerful and successful and you’ll benefit from that success.”<br />- Pat McGovern<br />
47<br />“Consumers will purchase from your business, or employees will go the extra mile to contribute to your success, on...
48<br />“Content marketing is the ultimate exercise in customer focus.”<br />- Mike Azzara<br />
49<br />“The game’s afoot, and it’s worth billions to the winners.”<br />- Tom Stein<br />
How to Win | Seriously<br />Define/redefine the business opportunity<br />Given the state of the industry, what are key ga...
How to Win | Seriously<br />Think through business model alternative<br />Organic<br />Acquisition<br />Hybrid<br />Build ...
How to Win | Seriously<br />Determine infrastructure           <br />Talent acquisition <br />Training<br />Technology<br ...
Evolutions<br />Custom publishing<br />Content marketing<br />Brand publishing<br />Brand streaming<br />53<br />
Email: tstein@steinbrand.com<br />Thank you.<br />54<br />
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The Rush Into Content Marketing

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Tom Stein's, President and Chief Creative Officer of Stein + Partners Brand Activation, presentation at Custom Marketing Day - July 27 2011 in New York City

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The Rush Into Content Marketing

  1. 1. The Rush Into Content Marketing <br />Tom Stein, President & Chief Creative Officer<br />7/29/11<br />
  2. 2. 2<br />
  3. 3. Activating Brands…and Businesses<br />SPBA’s purpose is to activatebrands<br />Brands built on true insight into what customers are thinking – to better understand what they need, and to frame everything the brand stands for in that context<br />Brands that project relevance, topicality, energy – that are not afraid to take risks but that avoid gratuitous behavior at all costs<br />Brands that believe – and manifest – that what they are doing is authentic and important<br />Brands that are starters of and participants in important conversations<br />Brands that deliver real value and make things better for all stakeholders<br />Brands that are in demand, that inspire people, and that earn respect<br />3<br />
  4. 4. 4<br />Points of Difference<br />Comprehensive, cutting-edge range of marketing capabilities <br />4<br />
  5. 5. Points of Difference<br />5<br />
  6. 6. Points of Difference | Media Sector Experience<br />6<br />6<br />
  7. 7. 2011: The Rush Into Content Marketing <br />7<br />Everyone needs content, and we're seeing that move on both the agency and client side in 2011<br />Discuss the recent trend among agencies, publishers, social media, SEO vendors and more rushing into the content marketing services space<br />Discuss how clients are viewing the role of content in their organizations, and where the opportunities lie for custom content providers<br />
  8. 8. A Tale of Six Companies<br />8<br />
  9. 9. 9<br />
  10. 10. 10<br />
  11. 11. 11<br />
  12. 12. 12<br />
  13. 13. 13<br />
  14. 14. Content-centric marketing solutions are now a pillar of media companies:<br />Integrated Marketing <br />Video Solutions <br />Database Solutions <br />Data & Analytics <br />Measurement & Insights <br />Mobile Marketing <br />Social Marketing <br />Enables teams to work together to capture new revenue <br />Valuations increasing for adoption of digital disciplines and 360-degree approach <br />14<br />
  15. 15. “Even more impressive was the 10% growth at Meredith Integrated Marketing, which is the publisher’s attempt to build a more solid alternative revenue stream to advertising.”<br />“The unit works directly with advertisers on campaigns, and could potentially upset the traditional balance between publishers, advertisers and ad agencies as it grows.”<br />15<br />
  16. 16. “At the moment, ad agencies don’t have too much to worry about. While the Meredith unit is still positive, it’s not exactly the juggernaut it was when Meredith marketing revs first shot up 50 percent between the summer of 2007 and 2008.”<br />16<br />
  17. 17. 17<br />At the ABM Conference…A Rush to Marketing Services<br />
  18. 18. TechWeb Redefines Marketing Services<br />At UBM TechWeb, the former marketing services organization has been restructured and expanded to deliver marketing-as-a-service (MaaS)<br />These end-to-end marketing services – encompassing both technology and the accompanying professional services – allow marketers to take advantage of TechWeb's expertise, infrastructure and people, rather than making those investments themselves <br />Customers can pay for an entire program, following a traditional media model, or they can be charged fees for the services they use<br />The MaaS group is building an expanded portfolio of offerings that includes social media program implementation, development of applications for mobile devices, creation of on-demand digital publishing products and a broad suite of marketing analytics products and services<br />18<br />
  19. 19. Dow Jones Content Lab Launches<br />Dow Jones recently rebranded SmartMoney Custom Solutions as the Dow Jones Content Lab<br />This business offers custom content services to marketers, whether they are clients of SmartMoney or other Dow Jones brands, such as Factiva or The Wall Street Journal<br />Marketers not currently advertising with Dow Jones properties can also use Dow Jones Content Lab<br />Dow Jones Content Lab offers a variety of content formats: print magazines and newsletters, direct marketing, web and apps, social media, educational booklets and seminar<br />Dow Jones Content Lab also offers “social media management,” helping marketers, particularly in the financial services arena, develop content to respond to online posts about their brands<br />19<br />
  20. 20. Penton Media Launches Penton Marketing Services<br />Penton Media, one of the largest business-to-business media companies, today announced the launch of Penton Marketing Services, providing content-driven products, digital media solutions and sales optimization tools<br />The new division will immediately leverage the company’s customer base of thousands of leading companies and agencies, its long-established expertise in 17 vertical markets and a business development team of close to 200 individuals across the country<br />Key vertical markets include manufacturing, technology, foodservice, public infrastructure, healthy lifestyles and agriculture to name only a few. Customers in these markets already work with Penton Media’s flagship publications, conferences and events and appreciate the deep industry expertise they represent<br />20<br />
  21. 21. Hearst Buys iCrossing<br />Hearst has finally succeeded in buying search marketing specialist, iCrossing<br />With this acquisition, Hearst has beat rival publisher Meredith in the race to add search ad services to its marketing arsenal<br />Search strategy is increasingly important to publishers and their advertisers, especially for cost-per-click advertising as part of larger marketing programs that Hearst would want to offer to its advertisers<br />Search could also aid Hearst’s social shopping site Kaboodle as well<br />iCrossing is more than just search, in terms of what it can offer Hearst as it attempts to round out its marketing operations, including mobile, e-mail, social media campaigns, website development and display and rich media creation<br />So while search may be its strong suit, the combination of Hearst’s brand behind it could also mean a broadening of iCrossing’s offerings as well <br />21<br />
  22. 22. 22<br />
  23. 23. 23<br />
  24. 24. 24<br />
  25. 25. 25<br />
  26. 26. 26<br />
  27. 27. 27<br />
  28. 28. Tectonic Forces<br />28<br />Consumer Engagement<br />Internet<br />Search<br />Social<br />Video<br />Marketing automation/CRM<br />Accountability<br />Complexity<br />
  29. 29. 29Source: JEGI Capital<br />Marketing Services | Key Trends and Drivers<br />
  30. 30. Marketing Services | Overview<br />The US marketing services industry generated approximately $215 billion in revenue in 2010<br />Overall US spending on digital media and interactive marketing expected to grow at a 17% CAGR from 2009 to 2014<br />Ad spending is continuing to shift away from traditional<br />Database marketing spending expected to grow to $120 billion by 2012<br />Online media spending expected to exceed $40 billion by 2012<br />30<br />
  31. 31. Marketing Services | Overview<br />% of Time Spent in Media vs. % of Online Spending, USA 2009<br />$50B <br />Global Opportunity<br />% of Total Media Consumption Time or Advertising Spending<br />31Source: Morgan Stanley and Yahoo!<br />
  32. 32. Marketing Services | Overview<br />32Source: JEGI Capital<br />
  33. 33. PEO | Orchestrating Opportunity<br />Roles of paid, earned and owned shifting significantly – particularly with the advent of owned and its impact on the other two<br />The result is that today, Brands are able to orchestrate multifaceted communications and conversations to/from their constituents, bypassing traditional paid media<br />33<br />
  34. 34. PEO | Orchestrating Opportunity<br />Paid Media Attributes<br />Gives you control, reach, targeting and share of voice; it is projectable, predictable and easily measurable. You have absolute control over your messaging <br />Earned Media Attributes<br />Often leveraged in the context of an independent third party speaking on a brand’s behalf, it carries far more credibility than paid media <br />Owned Media Attributes<br />Owned media is an opportunity to provide real value to a target audience while maintaining control over the messaging<br />34<br />
  35. 35. PEO | Orchestrating Opportunity<br />SPBA has codified its approach to integrating paid, earned and owned (PEO) media<br />Real performance magic happens when all three media forms leverage off of each other<br />35<br />
  36. 36. PEO | Orchestrating Opportunity<br />The ongoing creation of branded streams of content delivered consistently to an audience constitutes a powerful new media channel that a brand can own<br />36<br />
  37. 37. PEO | Orchestrating Opportunity<br />37<br />
  38. 38. PEO | Orchestrating Opportunity<br />To leverage “PEO,” the critical role of content quality cannot be overstated<br />-Brian Solis, Altimeter Group<br />38<br />
  39. 39. Microsoft | Cloud Power<br />39<br />
  40. 40. IBM | Smarter Planet<br />40<br />
  41. 41. Oppenheimer Funds | Globalize Your Thinking<br />41<br />
  42. 42. Corning | Guerilla Glass<br />42<br />
  43. 43. Emirates | Destination Radio App<br />43<br />
  44. 44. Toyota | Ideas For Good<br />44<br />
  45. 45. Chevron | Energyville<br />45<br />
  46. 46. 46<br />“Make your audience more powerful and successful and you’ll benefit from that success.”<br />- Pat McGovern<br />
  47. 47. 47<br />“Consumers will purchase from your business, or employees will go the extra mile to contribute to your success, only if they believe you really care about them and their interests.”<br />- John Kay<br />
  48. 48. 48<br />“Content marketing is the ultimate exercise in customer focus.”<br />- Mike Azzara<br />
  49. 49. 49<br />“The game’s afoot, and it’s worth billions to the winners.”<br />- Tom Stein<br />
  50. 50. How to Win | Seriously<br />Define/redefine the business opportunity<br />Given the state of the industry, what are key gaps/competitive vulnerabilities and unfulfilled needs that represent real business opportunity<br />Determine how to activate the opportunity<br />What is the optimum product/service strategy to realize the opportunity<br />What is proprietary<br />What are the core sources of volume<br />How can you uniquely position your offering<br />What is the right pricing strategy<br />50<br />
  51. 51. How to Win | Seriously<br />Think through business model alternative<br />Organic<br />Acquisition<br />Hybrid<br />Build your business forecast<br />How high is up - 3 to 5 year forecast (revenue/margin)<br />51<br />
  52. 52. How to Win | Seriously<br />Determine infrastructure <br />Talent acquisition <br />Training<br />Technology<br />Determine how to market and sell <br />Go-to-market plan<br />Business development plan<br />Establish and measure success<br />Define criteria <br />Deploy ongoing measurement framework<br />52<br />
  53. 53. Evolutions<br />Custom publishing<br />Content marketing<br />Brand publishing<br />Brand streaming<br />53<br />
  54. 54. Email: tstein@steinbrand.com<br />Thank you.<br />54<br />
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