Effective Content Marketing


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Effective Content Marketing in the Web 2.0 Era

Content is King. We have head this many times and more.

Here is why we think so.

According to a recent study, the most used content marketing avenues are articles (79 percent), social media, excluding blogs (74 percent), and blogs (65 percent).

But the content marketing channels that carry the most confidence for effectiveness are in-person events (78 percent), webinars/webcasts (70 percent) and case studies (70 percent).

Published in: Business, Technology
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Effective Content Marketing

  1. 1. Effective Content Marketing in the Web 2.0 Era REGALIX INC 2600 E. Bayshore Road, Palo Alto, CA 94303 info@regalix-inc.com | 1-888-REGALIX Palo Alto | Bangalore | Chandigarh | New Delhi © 2010 Confidential | Think Innovation
  2. 2. Presenter - Alok RamsisariaVP Operations at Regalix15 yrs of consulting and strategy experienceWorked & co-founded companies like Coveda Technologies, Konstruct Systems and manymoreMasters in Computer Science from UNC Chapel Hill and a B.Tech. in Computer Sciencefrom IIT Delhi © 2010 Confidential | Think Innovation
  3. 3. Content is King, …Queen, Pawn and everything in between“Content is key . . . you can never have enough of it and you have to keep cycling it andkeep it relevant for the audience you serve.”– Laura Ramos, VP, Forrester Research quoted in Forrester Report Highlights 4 KPIs toAccelerate Lead Management ROI by Amanda Ferrante, January 26, 2010.” In fact, both business-to-consumer (B2C) and business-to-business (B2B) purchasersincreasingly want marketers to help them make smart decisions.”“Traditional marketers spend about 60 percent of their budgets on “working media” (orpaid placement), 20 percent on creating content, …. Active digital marketers tend todevote about 30 percent of their marketing budgets to paid media and 50 percentto content.”– David C. Edelman, McKinsey Quarterly, March 2010, Four ways to get more valuefrom digital marketing © 2010 Confidential | Think Innovation
  4. 4. The Social Age is the Content age - especially for B2B Attend Webinars and listen to Podcasts – 69.2% Visit Company Blog – 56.2% Read or Download business related content on content sharing sites – 50.4% Ask Questions on Q&A sites – 49.4% Use Twitter to find or request business related information – 29.2%Business.com survey 2009 © 2010 Confidential | Think Innovation
  5. 5. Content has evolved • Case Studies, Product Brochures, Solution overviews …Information • Whitepapers, ROI calculators, Surveys …Knowledge • Videos, Webinars, Demos, Video case studies, PodcastsRich Media • Blogs, Tweets, Fan Pages, Forum posts, CommunitiesSocial Media © 2010 Confidential | Think Innovation
  6. 6. Regalix Content Process Research Package Distribute•Outputs Message •Types of content •Company Website •Potential titles •Creative •Identify potential •Lead Generation Target •Reference material •WP (client provided) messages •Social Media •Blog Posts •Influencers •Select Objectives (based •Blogs •Flash on client brief) •Forums •Hot issues/topics •Microblogs •Score and select •Q&A•Inputs messages •Documentary •PPC keywords •Comments •Create Outline •Data sheets •SEO keywords •Microblogs •Website content •Media Monitoring •Create © 2010 Confidential | Think Innovation
  7. 7. Netapp: A Rich Media Case Study Challenge Communicate technology benefits to a junior to mid-level technical audience Solution Flash technomercials Achievements Today – 30+ flash demos on www.netapp.com Over 400 downloads each demo Focus of a major mainstream campaign on Storage Efficiency Whitepapers, Posters, Microsites and more! Read more on http://netapp.regalix.com © 2010 Confidential | Think Innovation
  8. 8. About LorieWith more than 20 years of experience in marketing communications,Lorie Loe is a recognized leader in developing and executing contentstrategy for technology clients.At Eccolo Media, Lorie primarily consults on comprehensive contentstrategies . Her work includes planning for content-intensivemarketing communications programs, including lead generation andnurture campaigns, thought-leadership programs, and new marketlaunches. Lorie Loe President Eccolo Media © 2010 Confidential | Think Innovation
  9. 9. It’s Not Just Quantity . . .Quality “content is key . . .” © 2010 Confidential | Think Innovation
  10. 10. Quality Content Planning Asset Topic Tactic © 2010 Confidential | Think Innovation
  11. 11. Developing TopicsPay attention to what your targets are talkingabout Conversation/survey Online articles, discussions, user groups, blogs, etc. Secondary research, existing data, articles on target needs, etc.Create topics that position you as providingthe solution to the problem Link back to your solution set Create thought leadershipAvoid discussing your product and PRODUCTsolutions © 2010 Confidential | Think Innovation
  12. 12. Identifying TacticsWhat tactics/channels will reach your target? Social Media Direct Response Website Events Mobile Online ads, banners © 2010 Confidential | Think Innovation
  13. 13. Identifying Assets Topic/Theme Collateral Audit Content RoadmapResearch & Validation dsiegle@marketingsolns.com Topic Business Case Video Audio Flash Print Materials © 2010 Confidential | Think Innovation
  14. 14. Best Practices for Asset DevelopmentDevelop thought-leadership topics . . .. . .and leverage themUse videoThink interactive collateral Use hyperlinks • 501 Respondents in US companies Embed multimedia elements • C-level executives, VPs, managers, directors, developers/programmers, and technicians • Made technology purchase in last six monthsEnsure all assets are available early in • Queried on five collateral typessales cycle • Queried on frequency of use and perceived Optimize Web channel influence © 2010 Confidential | Think Innovation
  15. 15. Content Strategy in Lead Nurturing Business Challenge Produce 18 original content assets within short 10 week timeframe Minimal time with individual contributors Solution Researched and validated thought-leadership topics around three targeted service offerings Created a library of uniquely compelling, themed assets in multiple formats: white papers, case studies, podcasts, articles, check-lists, etc.Results Rich stockpile of content assets to use in current campaign Lots of re-usable and recyclable content Decreased individual SME time from 9 hours to 2 © 2010 Confidential | Think Innovation
  16. 16. About Eccolo Eccolo is headquartered in San Francisco and provides content strategy, planning, and collateral development services to the enterprise. Download free 2009 Survey Report www.eccolomedia.com lorie@eccolomedia.com16 © 2010 Confidential | Think Innovation
  17. 17. About Regalix Full service digital marketing and technology company Provide significant thought leadership as a true partner Multiple (and hard to find) skills under one roof such as Human factors, Analytics, Creative, Technology, others Easy to start engagements and efficient to scale Digital marketing best practices refined over 100+ customers over 5+ years. PPC, SEO, SMO, Video, Blogs, Communities Proven track record for innovation and creating significant successes for Fortune 100 as well as venture backed companiesIndustry validation, team cert© 2010 Confidential | ThinkInnovation © 2010 Confidential | Think Innovation 17 17