Creating a Content Continuum
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Creating a Content Continuum Creating a Content Continuum Presentation Transcript

  • Creating a Content Continuum
    Presented By:
    Tim Hurley, Founder and Managing Partner
  • AGENDA:
    Brave New (Media) World
    Consolidation, fragmentation – challenges and opportunities
    Today’s B2B Buyer Influencers
    The Media Revolution
    The New Marketing Imperatives
    Creating A Content Continuum
    Content Creation/Syndication/Curation
    Case studies of Content Continuum in action
    Q&A
  • The Apocalypse Is Upon Us
    The
    MEDIA
    Apocalypse is Upon Us
    Photo credit: zachwass2000 on flickr
  • Print Media: On Life Support?
    • 46% of Americans get their news online three times a week.
    • Print media are still below the pre-recession ad spending levels of two years ago. Newspapers were one of the hardest hit, with a -3.5% change in measured ad spending.
    • Experimentation with new types of content to offer/charge for.
  • Or Peacefully Co-Existing?
  • Media Morphing
    Traditional Media
    Search
    Blogs/
    Online
    Social Media
  • Old School vs. Digital Age
  • The Newsroom of the Future
    April 6, 2011
    8
  • B2B Buyer Influences
    How IT buyers View/ Use Content in Their Decision-Making Process (Source: IDG Connect)
  • Social Media Consumption: Tech Buyers
    Source: IDG Research Audience Engagement Study Base (3,658 technology buyers worldwide)
  • TheSocial MediaReEvolutionRevolution
  • Marketers Must Adapt …And…
  • Creating the Content Continuum
    Define Problem, Objective; Set Goals
    Establish Content CoE
    Determine Channel Selection
  • Defining the Content Continuum
    Content
    Creation
    Curation
    Syndication
  • Content Continuum Components
    Blog
    Community Content
    Podcast
    Videos
    Photos
    Presentations
    Whitepapers
    eBooks
    News Releases
    Commissioned Research
    Surveys
    Executive PoVs
  • What is Content Syndication?
    Syndication—publishing or broadcasting of materials simultaneously in multiple places
    Content:
    Content that cannot be found will not make money
    Only syndicate quality content
  • Really Simple Syndication
    Circulate to select prospects via a personalized e-mail/ e-mail series, video e-mail
    Highlight via your email signature with hyperlink
    Add to your corporate website’s newsroom
    Push to media circles:
    Package top articles/content into an eBook
    Create a to tell a story by highlighting key points
    Craft key points into a “how to” or whitepaper
  • Content Curation Is…
    Editing on steroids
    Just a proxy for social media
    Something that can be completely automated
    The 21st century news room
    Done quickly, easily, cost-effectively
    Authoritative social journalism
    Happening as I speak
  • The Curation Hype Curve
  • Content Curation Toolbox
  • Curation in Action
    Brand
    RSS Feeds
  • The Continuum Checklist
    Identify Content Creators, Curators
    Poll Stakeholders
    Develop Strategy
    Editorialize
    Track, Measure, Adapt
    Rinse, Repeat
  • Content Continuum Success Stories:
  • Case Study: Charlie Sheen
  • Case Study: HubSpot
  • Case Study: CIO STRAIGHTalk
  • Case Study: IBM Software
  • Recommended Reading
  • Thank You!
    Questions?
    Connect with Me:
    www.linkedin/com/in/timothyjhurley
    www.twitter.com/thurley
    thurley@thinkmediapartners.com
    www.thinkmediapartners.com