Panel Discussion on the emergence of Content Marketing.
Topics include:
The New Age of Search Marketing, Content, and Social.
A Roadmap to Sustainable and Scalable Content Creation.
The Convergence of Influencer and Content Marketing.
Importance of Content Amplification in Content Strategy.
Panelists:
Seth Dotterer, VP Marketing, Conductor
Gregg Freishtat, SVP Strategic Alliances, Outbrain
Tom Gerace, CEO, Skyword
Pierre-Loic Assayag, CEO, Traackr
Moderator:
Clare McDermott, Editor, Chief Content Officer Magazine
4. Tricia Travaline | @travwin | #ContentRising
86
% OF PEOPLE
WHO SKIP TV ADS
% DECLINE IN
TECH TRADESHOW
SPENDING
% OF DIRECT
MAIL NEVER OPENED
SOURCES: THE GUARDIAN,. TSEA.ORG,, & EPA.GOV
,
46 44
20. Clare McDermott | @soloportfolio | #ContentRising
“Enthusiasm for content marketing is
high; however, marketers are still
unsure about the effectiveness &
impact of individual tactics,
distribution channels, and
measurement techniques.”
2010 Benchmarks, Budgets & Trends Report,
Content Marketing Institute
We began our research in 2010 …
…
29. Clare McDermott | @soloportfolio | #ContentRising
7 out of 10 believe marketing will look
different in the near future ...
None know what it will look like.
What does the future look like?
What do senior marketers say?
30. Clare McDermott | @soloportfolio | #ContentRising
Ad hoc & complex …
“We are making it up.”
What does your content
marketing team look like?
What do senior marketers say?
31. Clare McDermott | @soloportfolio | #ContentRising
30% document strategy …
60% feel OK about it.
Tell us about your content
marketing strategy.
What do senior marketers say?
32. Clare McDermott | @soloportfolio | #ContentRising
How to scale.
How to overcome silos.
… “This is really messy.”
What are your challenges?
What do senior marketers say?
35. Pierre-Loic Assayag | @pierreloic | #ContentRising
Every marketer runs an
influencer program.
36. Pierre-Loic Assayag | @pierreloic | #ContentRising
Influencer marketing is about
building and managing impactful
relationships with your influencers
Pierre-Loic Assayag | @pierreloic | #ContentRising
37. Pierre-Loic Assayag | @pierreloic | #ContentRising
Traackr is the platform to
structure & scale your influencer
marketing. (Think sales before & after CRM)
42. Seth Dotterer | @dotterer | #ContentRising
Conductor:
SEO + Content
Marketing + Social =
Web Presence
Management
43. Seth Dotterer | @dotterer | #ContentRising
The Web Presence
Management company
the world’s best brands
depend on to earn the
digital customers paid
advertising can’t buy.
Seth Dotterer | @dotterer | #ContentRising
44. Seth Dotterer | @dotterer | #ContentRising
Marketers invest heavily in site experience
45. Seth Dotterer | @dotterer | #ContentRising
Great content optimizes for your site AND for web discovery
Content Has Dual Identities
Your Site
46. Seth Dotterer | @dotterer | #ContentRising
Marketers are addicted to buying traffic
• Declining ROI
• Limited Reach
• Decreasing Effectiveness
YOUR SITE
PAID MEDIA
UNPAID WEB
$100Bis Spent Here
47. Seth Dotterer | @dotterer | #ContentRising
The untapped opportunity is in the
‘unpaid’ web
YOUR SITEORGANIC
MEDIA
48. Seth Dotterer | @dotterer | #ContentRising
Consumer strongly prefer the ‘unpaid’ web
Source: Conductor Study of over 310 Million Visits
65%
29%
6%
Unpaid (organic,
referral, social)
Paid Media
(PPC, display)
Direct
Web Traffic
Distribution
By Acquisition Type
<6% OF TRAFFIC
COMES FROM PAID
49. Seth Dotterer | @dotterer | #ContentRising
Content goes through many stages – and many hands
Content Creation Lifecycle
50. Seth Dotterer | @dotterer | #ContentRising
SEO is not clean-up
51. Seth Dotterer | @dotterer | #ContentRising
The Way We Organize
Our Teams is Broken
Seth Dotterer | @dotterer | #ContentRising
52. Seth Dotterer | @dotterer | #ContentRising
Splitting Earned Media Ownership Into Silos Doesn’t Scale
Creative
&
Brand
=
Content
that
looks
good
SEO
=
Content
that gets
found
Social
=
Content
that is
shared
53. Seth Dotterer | @dotterer | #ContentRising
The Need for a “Web Presence Team” Emerges
54. Seth Dotterer | @dotterer | #ContentRising
Leveraging the Whole Organization
WPM TEAM
CENTER OF
EXCELLENCE
Leadership
Stakeholders
Product
Stakeholders
Content
Stakeholders
Technical
Stakeholders
55. Seth Dotterer | @dotterer | #ContentRising
Don’t overly rely on paid and owned to distribute your message
Think Holistically
56. Seth Dotterer | @dotterer | #ContentRising
Evolution of the SEO Role
SEO WPM
Channel Google All Unpaid Channels
Content Text
Text, Video,
Whitepapers, Articles,
Buyer’s Journey
Stage
Final Stage All Stages
Enablement Do It Myself
Become part of
the process
Marketing To Anyone Specific Personas
57. Seth Dotterer | @dotterer | #ContentRising
WPM transforms a brand’s
web presence in ‘unpaid’
channels, like organic
search, content and social,
into a powerful acquisition
method resulting in
meaningful traffic &
revenue increases.
Web Presence Management
59. Tom Gerace | @tomgerace | #ContentRising
Skyword:
7 Questions to Answer for
Sustainable, Meaningful
Storytelling
60. Tom Gerace | @tomgerace | #ContentRising
Skyword
increase in
social shares
46% 890,000
page views in
one year
40
hours a month
improvement
in productivity
61. Tom Gerace | @tomgerace | #ContentRising
7 Questions
1. Who are you
trying to reach?
62. Tom Gerace | @tomgerace | #ContentRising
7 Questions
2. What matters
to them?
63. Tom Gerace | @tomgerace | #ContentRising
7 Questions
3. What stories should
your brand tell?
?
?
?
64. Tom Gerace | @tomgerace | #ContentRising
7 Questions
4. What actions are you
trying to trigger?
!
$
65. Tom Gerace | @tomgerace | #ContentRising
7 Questions
5. Who are your
storytellers?
66. Tom Gerace | @tomgerace | #ContentRising
7 Questions
6. How can you make
storytelling sustainable
and scalable?
67. Tom Gerace | @tomgerace | #ContentRising
7 Questions
7. How will you know if
your stories resonate?
people are actively avoiding marketing messages, and it shows in marketing effectiveness…
Today people are hit with 3,000 brand messages each day. Technology enables them to escape and seek out content they love without being interrupted.
Why did we create Skyword? We, as marketers, strive to get our brand to stand out and get into the purchase consideration set. But it’s getting harder to break out through modern media
Shift in strategy is needed.
Stories build brands. Always have, always will.
It is our strong belief that paid advertising is grossly underserving brands based on a number of measures – including what we call the 6 vs. 94% imbalance, or….
Marketers heavily invest in tools and tech in getting people to do the things that they want to do when they are on their site. From CMS to AB Testing to Web analytics, you’ve invested a lot in making sure your site is a engine built to drive visitors to conversion events. But for that be valuable - you need to get people into your site.
Content has a dual identity
The web is just a bunch of your content that can sometimes be found from other pages… (show content on your site and show it on ‘other’ places) -
Have to Set up Web Presence Management here – and show different ratios
The problem is that marketers have been taking the path of least resistance - spending billions to drive traffic via paid media. Instead of trying to earn a customer conversation with great content – they try and buy it. There a few problems with that – the ROI of paid is decreasing, the reach is limited, and the effectiveness of that engagement is unclear. All of that is a massive problem because marketers are chasing the smallest part of the pie – when the true opportunity is in unpaid media.
Whether on search or social, laptop or mobile – the vast majority of customer conversations out there are not taking place on banner ads and in the confines of brands’ websites.
The opportunity is massive: when 94% of web traffic to brands is ‘unpaid’, trying to optimize and compete for the 6% is growing rapidly less effective. Engaging customers on their own terms allows you to reach a wildly larger audience and differentiate from your competition.
Everything SEO starts with content creation and delivery
Content goes through many stages, starting with the ideation phase – this is the phase where you pick the subject, topic or idea in which your content will be created around
This applies to all forms of content, web pages, videos for youtube, images, whitepapers, etc
Along this process, several different people and even departments play a role in creating a process
Although either voluntary or involuntarily, SEO plays a role in this process - it’s most often involuntary and most often poor-seo
Obviously we get a lot of questions about what this means for us as a company. We have an immense amount of experience in the SEO space as the leading enterprise search technology. But we believe that WPM can transform the role of the SEO organization to take a strategic position within the organization.
As different teams start to coordinate their efforts, and involve stakeholders like product marketers or merchandisers, a new WPM team can expand the scope of their efforts beyond just optimizing for Google.
They can start to think about content holistically, thinking about all different mediums
They start to think about specific personas on how to engage them on their buyer’s journey, instead of just attacking generic buyers as their about to make a purchasing decision
Finally- they can take a leadership role in the coordination of digital marketing effort
Important: Be sure to mention how we define earned media, which is content written about your brand like product reviews and news stories.
Outbrain can provide tremendous reach for your content across premium publisher sites.
Here is a small sample of some of our partners, which include CNN, Fox News, Health.com, CNBC,
We reach 554M UVs globally. Offices around the work, including UK, France, Australia, Brazil, India.