Creating a Content Continuum<br />Presented By:<br />Tim Hurley, Founder and Managing Partner <br />
AGENDA:<br />Brave New (Media) World<br />Consolidation, fragmentation – challenges and opportunities<br />Today’s B2B Buy...
The Apocalypse Is Upon Us<br />The<br />MEDIA<br />Apocalypse is Upon Us<br />Photo credit: zachwass2000 on flickr<br />
Print Media: On Life Support?<br /><ul><li>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,...
Experimentation with new types of content to offer/charge for.</li></li></ul><li>Or Peacefully Co-Existing?<br />
Media Morphing<br />Traditional Media<br />Search<br />Blogs/<br />Online<br />Social Media<br />
Old School vs. Digital Age <br />
The Newsroom of the Future<br />April 6, 2011<br />8<br />
B2B Buyer Influences<br />How IT buyers View/ Use Content in Their Decision-Making Process (Source: IDG Connect)<br />
Social Media Consumption: Tech Buyers <br />Source: IDG Research Audience Engagement Study Base (3,658 technology buyers w...
TheSocial MediaReEvolutionRevolution<br />
Marketers Must Adapt …And…<br />
Creating the Content Continuum<br />Define Problem, Objective; Set Goals<br />Establish Content CoE<br />Determine Channel...
Defining the Content Continuum<br />Content<br />Creation<br />Curation<br />Syndication<br />
Content Continuum Components<br />Blog<br />Community Content<br />Podcast<br />Videos<br />Photos<br />Presentations<br /...
What is Content Syndication?<br />Syndication—publishing or broadcasting of materials simultaneously in multiple places<br...
Really Simple Syndication <br />Circulate to select prospects via a personalized e-mail/ e-mail series, video e-mail<br />...
Content Curation Is…<br />Editing on steroids<br />Just a proxy for social media<br />Something that can be completely aut...
The Curation Hype Curve <br />
Content Curation Toolbox<br />
Curation in Action<br />Brand <br />RSS Feeds<br />
The Continuum Checklist<br />Identify Content Creators, Curators <br />Poll Stakeholders<br />Develop Strategy<br />Editor...
Content Continuum Success Stories:<br />
Case Study: Charlie Sheen<br />
Case Study: HubSpot<br />
Case Study: CIO STRAIGHTalk<br />
Case Study: IBM Software<br />
Recommended Reading<br />
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Creating a Content Continuum

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  • A straight forward discussion about content continuum. Is this concept new to online marketing or was it an established practice?
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Creating a Content Continuum

  1. 1. Creating a Content Continuum<br />Presented By:<br />Tim Hurley, Founder and Managing Partner <br />
  2. 2. AGENDA:<br />Brave New (Media) World<br />Consolidation, fragmentation – challenges and opportunities<br />Today’s B2B Buyer Influencers<br />The Media Revolution<br />The New Marketing Imperatives<br />Creating A Content Continuum<br />Content Creation/Syndication/Curation<br />Case studies of Content Continuum in action<br />Q&A<br />
  3. 3. The Apocalypse Is Upon Us<br />The<br />MEDIA<br />Apocalypse is Upon Us<br />Photo credit: zachwass2000 on flickr<br />
  4. 4. Print Media: On Life Support?<br /><ul><li>46% of Americans get their news online three times a week.
  5. 5. 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.
  6. 6. Experimentation with new types of content to offer/charge for.</li></li></ul><li>Or Peacefully Co-Existing?<br />
  7. 7. Media Morphing<br />Traditional Media<br />Search<br />Blogs/<br />Online<br />Social Media<br />
  8. 8. Old School vs. Digital Age <br />
  9. 9. The Newsroom of the Future<br />April 6, 2011<br />8<br />
  10. 10. B2B Buyer Influences<br />How IT buyers View/ Use Content in Their Decision-Making Process (Source: IDG Connect)<br />
  11. 11. Social Media Consumption: Tech Buyers <br />Source: IDG Research Audience Engagement Study Base (3,658 technology buyers worldwide)<br />
  12. 12. TheSocial MediaReEvolutionRevolution<br />
  13. 13. Marketers Must Adapt …And…<br />
  14. 14. Creating the Content Continuum<br />Define Problem, Objective; Set Goals<br />Establish Content CoE<br />Determine Channel Selection<br />
  15. 15. Defining the Content Continuum<br />Content<br />Creation<br />Curation<br />Syndication<br />
  16. 16. Content Continuum Components<br />Blog<br />Community Content<br />Podcast<br />Videos<br />Photos<br />Presentations<br />Whitepapers<br />eBooks<br />News Releases<br />Commissioned Research<br />Surveys<br />Executive PoVs<br />
  17. 17. What is Content Syndication?<br />Syndication—publishing or broadcasting of materials simultaneously in multiple places<br />Content:<br />Content that cannot be found will not make money<br />Only syndicate quality content <br />
  18. 18. Really Simple Syndication <br />Circulate to select prospects via a personalized e-mail/ e-mail series, video e-mail<br />Highlight via your email signature with hyperlink<br />Add to your corporate website’s newsroom<br />Push to media circles: <br />Package top articles/content into an eBook<br />Create a to tell a story by highlighting key points<br />Craft key points into a “how to” or whitepaper <br />
  19. 19. Content Curation Is…<br />Editing on steroids<br />Just a proxy for social media<br />Something that can be completely automated<br />The 21st century news room<br />Done quickly, easily, cost-effectively<br />Authoritative social journalism<br />Happening as I speak<br />
  20. 20. The Curation Hype Curve <br />
  21. 21. Content Curation Toolbox<br />
  22. 22. Curation in Action<br />Brand <br />RSS Feeds<br />
  23. 23. The Continuum Checklist<br />Identify Content Creators, Curators <br />Poll Stakeholders<br />Develop Strategy<br />Editorialize<br />Track, Measure, Adapt<br />Rinse, Repeat<br />
  24. 24. Content Continuum Success Stories:<br />
  25. 25. Case Study: Charlie Sheen<br />
  26. 26. Case Study: HubSpot<br />
  27. 27. Case Study: CIO STRAIGHTalk<br />
  28. 28. Case Study: IBM Software<br />
  29. 29. Recommended Reading<br />
  30. 30. Thank You!<br />Questions?<br />Connect with Me:<br />www.linkedin/com/in/timothyjhurley<br />www.twitter.com/thurley <br /> thurley@thinkmediapartners.com<br />www.thinkmediapartners.com<br />
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