3. My brother Adam set up a
conference company called
Streaming Media in the late
nineties and asked me to code the
website. Doesn’t look like much
now. But the clever bit was…
4. My brother Adam set up a
conference company called
Streaming Media in the late
nineties and asked me to code the
website. Doesn’t look like much
now. But the clever bit was…
5. My brother Adam set up a
conference company called
Streaming Media in the late
nineties and asked me to code the
website. Doesn’t look like much
now. But the clever bit was…
6. So instead of:
1. Buying a mailing list
2. Printing flyers
3. Sending them
4. Hoping for the best
San Francisco, 2000
7. So instead of:
1. Buying a mailing list
2. Printing flyers
3. Sending them
4. Hoping for the best
San Francisco, 2000
Streamingmedia Inc. created a community.
We spoke to THE RIGHT 25,000 people each day.
The competition spoke to THE WRONG 100,000
PEOPLE twice a year.
8. Nowadays it’s called ‘Content Marketing’.
We just thought it was very clever indeed.
9. Nowadays it’s called ‘Content Marketing’.
We just thought it was very clever indeed.
Either way, Streamingmedia won.
10. Nowadays it’s called ‘Content Marketing’.
We just thought it was very clever indeed.
Either way, Streamingmedia won.
Streamingmedia Inc. sold to Penton
Media for $100m in late 2000.
12. Then we set up Serverside Group,
which puts pictures on payment cards
13. I thought it would be great for small business
logos, but actually it was mostly dogs and kids
14.
15. But there are lots of dogs and lots of kids,
and we started to do lots and lots of cards
16. But there are lots of dogs and lots of kids,
and we started to do lots and lots of cards
17.
18. And we signed up lots
and lots of the world’s
leading banks.
19. We wanted to make Serverside
the content hub for our niche
20. We wanted to make Serverside
the content hub for our niche
We had a great topic and very
clever people across all functions.
Everything was set up perfectly
21. We wanted to make Serverside
the content hub for our niche
We had a great topic and very
clever people across all functions.
Everything was set up perfectly
But writing content was always the second priority
for the senior management and sales guys.
22. We had loads of great stories to tell, but lacked
the the time and writing ability to bring them to
life
23. We tried to outsource our content
writing, but the agency didn’t really
understand our weird little niche.
So the content was BORING.
24. We tried to outsource our content
writing, but the agency didn’t really
understand our weird little niche.
So the content was BORING.
One day we walked our
little blog out in to the
snow… And shot it.
25. We tried to outsource our content
writing, but the agency didn’t really
understand our weird little niche.
So the content was BORING.
One day we walked our
little blog out in to the
snow… And shot it.
27. We went to 525 websites and found …
80%
of Businesses do not
have a blog
28. We went to 525 websites and found …
35%
of Businesses with a blog
have a ‘dead blog’*
* Less than 4 posts in the last year
29. We went to 525 websites and found …
only
1 in 8
businesses have
an updated blog
30. This was confirmed with an online survey of 401 B2B Marketers …
13%
said that they keep a
company blog (1 in 7.7)
31. This was confirmed with an online survey of 401 B2B Marketers …
and only
1 in 5
said they use
social media
32. Another piece of research of 200 B2B Marketers found that:
just
18%
say they have even heard the
phrase “content marketing”
33. So there are 2 issues:
1. For the SMEs – no time, skill or help to
create a meaningful blog presence
2. For the Agencies – cannot get the
expertise from the client onto paper
34. But … our research also told us:
70%
of businesses understand
the value of a blog
46. Conclusions (for B2B)
1
If your primary business is content, data,
knowledge etc… then having Content at the
core of your marketing strategy also makes
great sense.
2
For everyone else, use content to enhance your
site - to attract the Search Engines, to prove
competence and make sales. But it is a
supplement not primary marketing activity.
