August 11–14, 2014 
#CZLSF | @ClickZLive 
The Global Conference Series Designed by Digital Marketers, for Digital Marketer...
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive Deb
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle 
HDS: A Turnaround Story 
FROM 20 REASONS FOR BAD CONTENT MARKET...
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle 
Content Marketing @ HDS 
Strategy 
Content 
Marketing 
Planning...
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle 
Aligning Content to the 
Buyer’s Journey 
Audience Discover Con...
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle 
Go To Your Audience Promotion 
100%
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle 
Don’t Underestimate Mgt. 
Audit 
Policy 
Lifecycle 
Tagging 
Sh...
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle 
Measure What Counts 
Volume 
Variety 
Consumption 
Sharing 
Pat...
August 11–14, 2014 | #CZLSF | @ClickZLive 
@twitterhandle 
Lessons Learned 
• Start simple and grow from success 
• You ca...
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Beyond the Content, presented by DWA/Hitachi at ClickZLive SF 2014

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Beyond the Content: Content as Part of Your Overall Business Strategy
+ Aligning your content strategy with key business objectives
+ How to integrate your content campaigns with your overall marketing strategy
Moderator: Simon Heseltine, Senior Director of Audience Development, AOL Inc.
Speakers: Debbie Braney, Integrated Marketing Leader, Hitachi Data Systems and Robert Ray, President Americas, DWA Media

Published in: Marketing
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Beyond the Content, presented by DWA/Hitachi at ClickZLive SF 2014

  1. 1. August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Beyond the Content Content as Part of your Overall Business Strategy Bob Ray DWA President, Americas Debbie Braney Hitachi Data Systems Integrated Marketing Leader
  2. 2. August 11–14, 2014 | #CZLSF | @ClickZLive
  3. 3. August 11–14, 2014 | #CZLSF | @ClickZLive
  4. 4. August 11–14, 2014 | #CZLSF | @ClickZLive
  5. 5. August 11–14, 2014 | #CZLSF | @ClickZLive
  6. 6. August 11–14, 2014 | #CZLSF | @ClickZLive
  7. 7. August 11–14, 2014 | #CZLSF | @ClickZLive
  8. 8. August 11–14, 2014 | #CZLSF | @ClickZLive
  9. 9. August 11–14, 2014 | #CZLSF | @ClickZLive
  10. 10. August 11–14, 2014 | #CZLSF | @ClickZLive
  11. 11. August 11–14, 2014 | #CZLSF | @ClickZLive
  12. 12. August 11–14, 2014 | #CZLSF | @ClickZLive
  13. 13. August 11–14, 2014 | #CZLSF | @ClickZLive
  14. 14. August 11–14, 2014 | #CZLSF | @ClickZLive
  15. 15. August 11–14, 2014 | #CZLSF | @ClickZLive
  16. 16. August 11–14, 2014 | #CZLSF | @ClickZLive
  17. 17. August 11–14, 2014 | #CZLSF | @ClickZLive
  18. 18. August 11–14, 2014 | #CZLSF | @ClickZLive
  19. 19. August 11–14, 2014 | #CZLSF | @ClickZLive Deb
  20. 20. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle HDS: A Turnaround Story FROM 20 REASONS FOR BAD CONTENT MARKETING BAD BEHAVIOR GUILTY? It’s all about us, not them Inconsistent or campaign (launch) driven No call to action Focused on the channel rather than the story Not thinking with search in mind Not appearing where your audience is looking Not using all your content resources Setting up the wrong measures Author: Joe Pulizzi, Content Marketing Institute
  21. 21. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Content Marketing @ HDS Strategy Content Marketing Planning Creation Promotion Metrics Management
  22. 22. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Aligning Content to the Buyer’s Journey Audience Discover Consider Decide Business GAP GAP Bridge Technical GAP Strategy
  23. 23. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle
  24. 24. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle
  25. 25. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Go To Your Audience Promotion 100%
  26. 26. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Don’t Underestimate Mgt. Audit Policy Lifecycle Tagging Shelf Life Posting Retire Update Refresh Repurpose Parent-Child Localization Translation Maintenance Version Control
  27. 27. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Measure What Counts Volume Variety Consumption Sharing Patterns Metrics According to SiriusDecisions, 60% to 70% of the content being produced by B2B marketers goes largely unused.
  28. 28. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Lessons Learned • Start simple and grow from success • You can’t teach all old dogs new tricks • Repurpose to scale • Creativity is essential

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