Effective Content Creation &Marketing For Busy IT Marketers
Executive Overview Over time, IT marketers have accomplished their  goals through trade shows, magazine advertising,  and...
Executive Overview If you neglect to dedicate resources to effective content creation and marketing, you will lose mind s...
Buying Process Changes, Marketers Fall Behind 34% of marketers are ―very‖ or ―fully‖ engaged with content marketing in 20...
Buying Process Changes, Marketers Fall Behind                   Why? The increasing amount of time people are spending on...
New Purchase Journey ―People don’t buy the way they used to. There is a new     purchase journey with three key elements....
Objectives Achieved Through Custom Content What are the most important business objectives for your     content marketing...
Objectives Achieved Through Custom Content What are content marketing’s primary strengths?1. Improved engagement with imp...
The Importance Of ―Core Content‖ Content Disaggregation: IT marketers should  maximize the impact of one central piece of...
The Importance Of ―Core Content‖ That’s 12 pieces of quality content created from just one piece of Core Content! Think ...
21 Ways To Disaggregate One Piece of Core Content1.  Live Webinar         12. Deep ―How To‖ Article2.  On-demand Webinar  ...
Partner With Content Pros According to Econsultancy’s Content Marketing Survey Report, nearly three quarters (73%) of dig...
Partner With Content Pros Jameson Publishing’s exclusive ContentConnect program offers you these primary strengths:   1. ...
1. We Know Your Audience Because they’re also our audience. Our team of  seasoned professionals talks regularly with our ...
2. We Craft Your Message The Jameson team has knowledge of what messaging  is effective and what is not well-received. E...
3. We’re Efficient Content creation places a burden on your company  in the form of time spent screening writers,  determ...
Next Steps Now that you understand the important role custom content can play in achieving your marketing goals:    Cont...
Contact Information          Jameson Publishing             Knowledge Park       5340 Fryling Road, Suite 300             ...
Sources   http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b   http://www.business2communi...
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Effective Content Creation & Marketing For Busy IT Marketers

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Over time, IT marketers have accomplished their goals through trade shows, magazine advertising, and online sponsorships. A fourth vital method has emerged, and that’s content creation and marketing. If you neglect to dedicate resources to effective content creation and marketing, you will lose mind share and market share to your competitors.

This presentation has two parts. The first includes third-party data and information that highlights trends and best practices related to content creation and B2B marketing. The second part details proven content creation and marketing solutions for IT marketers.

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Effective Content Creation & Marketing For Busy IT Marketers

  1. 1. Effective Content Creation &Marketing For Busy IT Marketers
  2. 2. Executive Overview Over time, IT marketers have accomplished their goals through trade shows, magazine advertising, and online sponsorships. A fourth vital method has emerged, and that’s content creation and marketing.
  3. 3. Executive Overview If you neglect to dedicate resources to effective content creation and marketing, you will lose mind share and market share to your competitors. At Jameson, we have witnessed firsthand how effective content creation and content marketing: 1. improves engagement with a target audience of IT professionals 2. builds trust with prospects 3. increases lead generation
  4. 4. Buying Process Changes, Marketers Fall Behind 34% of marketers are ―very‖ or ―fully‖ engaged with content marketing in 2012, up from 18% in 2011. 66% of marketers project they will be ―very‖ or ―fully‖ committed to content marketing in 2013. 2012 BtoB Magazine study Why?
  5. 5. Buying Process Changes, Marketers Fall Behind Why? The increasing amount of time people are spending online and searching for information has placed more emphasis on the importance of content marketing. 2012 BtoB Magazine study
  6. 6. New Purchase Journey ―People don’t buy the way they used to. There is a new purchase journey with three key elements.‖ SEOmoz case study1. Search-initiated: Most people research a new product via search engines.2. Social-powered: Purchasers tap into their own social networks (online communities) for recommendations.3. Buyer-controlled: People now choose where and when they want to engage with your brand, plus what content they would like to consume.
  7. 7. Objectives Achieved Through Custom Content What are the most important business objectives for your content marketing activity?1. Increased engagement (52%)2. Increasing traffic to site (42%)3. Raising brand awareness (35%)4. Increased sales (33%)5. Improved SEO (31%)6. Generating leads (30%) Econsultancy Content Marketing Survey ReportSeveral of these objectives (if not all of them) closely alignwith the needs of every IT marketer.
  8. 8. Objectives Achieved Through Custom Content What are content marketing’s primary strengths?1. Improved engagement with important audiences (56%)2. Enhances the trust factor for companies (47%)3. Achieves faster, more relevant touch points in the market (33%)4. Improves search engine scores (23%) 2012 BtoB Magazine studyIn that same survey, marketers said they view content marketing ashaving a significant impact on lead generation (51%), brandawareness (38%), thought leadership (34%), and sales (29%).
  9. 9. The Importance Of ―Core Content‖ Content Disaggregation: IT marketers should maximize the impact of one central piece of Core Content by repurposing it in different content formats. For example, a one-hour interview with an executive can be presented, distributed, and consumed a variety ways:  The interview can be the center of a white paper that also lists relevant industry statistics and trends.  Craft the white paper into three different articles on your website. Promote each article in a separate email newsletter, or submit it to leading industry associations for inclusion in their newsletter or magazine.  Produce a five-part series of seven-minute podcasts on your website.  Discuss aspects of the interview in three two-minute video blogs.
  10. 10. The Importance Of ―Core Content‖ That’s 12 pieces of quality content created from just one piece of Core Content! Think of the possibilities when you produce three or four core pieces of content and can combine parts of them into additional articles. You’ll have multiple marketing weapons at your disposal to help you attract and engage with prospects, and you’ll have developed those weapons in a cost-effective manner.
  11. 11. 21 Ways To Disaggregate One Piece of Core Content1. Live Webinar 12. Deep ―How To‖ Article2. On-demand Webinar 13. Email/RSS3. Slideshare 14. Tweets4. Handout At Show 15. LinkedIn5. Blog Article 16. Facebook6. Publicized Article 17. Google+ (Keywords)7. Audio Podcast8. iTunes, Android, 18. Association Website Article Amazon 19. Association Magazine Article9. YouTube Video 20. Press Release10. Tumblr 21. Seminar11. eBook
  12. 12. Partner With Content Pros According to Econsultancy’s Content Marketing Survey Report, nearly three quarters (73%) of digital marketers agree that ―brands are becoming publishers.‖ So why not partner with a publisher with years of experience in your industry to create and market that Core Content for your company?
  13. 13. Partner With Content Pros Jameson Publishing’s exclusive ContentConnect program offers you these primary strengths: 1. We Know Your Audience 2. We Craft Your Message 3. We’re Efficient
  14. 14. 1. We Know Your Audience Because they’re also our audience. Our team of seasoned professionals talks regularly with our subscribers – IT buyers – to understand what industry topics they want to learn And because we are a respected, independent third party, your audience shares insights with us they might not be willing to share with you.
  15. 15. 2. We Craft Your Message The Jameson team has knowledge of what messaging is effective and what is not well-received. Every day, we challenge our writers and editors to create quality content for our audience.
  16. 16. 3. We’re Efficient Content creation places a burden on your company in the form of time spent screening writers, determining who is best qualified, training the writer on your audience, editing each draft they produce, and then determining how to best present the finished product. By partnering with us, we relieve you of all of these tasks.
  17. 17. Next Steps Now that you understand the important role custom content can play in achieving your marketing goals:  Contact Jameson Publishing Web Content Specialist Miles Szkoda at Miles.Szkoda@JamesonPublishing.com or (814) 897-9000 ext. 345. Our goal at Jameson Publishing is to help our customers trounce their competition through marketing, which in today’s world — and tomorrow’s — includes effective content creation and marketing.
  18. 18. Contact Information Jameson Publishing Knowledge Park 5340 Fryling Road, Suite 300 Erie, PA 16510 (814) 897-9000, ext. 345www.JamesonPublishing.com/busyitmarketer Miles.Szkoda@JamesonPublishing.com
  19. 19. Sources http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b http://www.business2community.com/content-marketing/is-content-marketing-just-an-seo- technique-0311479 http://www.forbes.com/sites/kenkrogue/2012/08/04/the-death-of-seo-part-2-generating-real- content/2/ http://www.btobonline.com/article/20120917/STRATEGY06/309179961/btob-study-content- marketing-adoption-surges http://www.btobonline.com/section/researchreports12 http://en.wikipedia.org/wiki/Google_Penguin http://econsultancy.com/us/blog/10812-just-38-of-companies-have-a-content-marketing-strategy- report http://www.inc.com/magazine/20120701/© 2013 Jameson Publishing. All right reserved. Copying or altering of this document is prohibitedwithout express written consent from Jameson Publishing.

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