Creating a Content ContinuumPresentation 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)
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