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Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

TechnologyBusiness
1 of 29
is the custom publishing division of PCWorld | Macworld PCWORLD founded 1982 15 Million unique users online 4.5 Million print readers MACWORLD founded 1983 5.6 Million unique users online  1.5 Million print readers Source: IntelliQuest Consumer Doublebase study (2009-2010), OmnitureSiteCatalyst
Why Content Works? ,[object Object]
IDG’s Custom Solutions Group has had great success in custom publishing for the enterprise market
Our advertising partners are asking for custom contentSource: IDG Global Research, Fall 2010
Harnessing the expertise of PCWorld and Macworld, Content Works creates powerful content that attracts, educates, and motivates serious tech buyers.
Design Sales Editorial A meta-organization within Web Development Print Production Project Management Research
My Role BACKGROUND: ,[object Object]
10 years at Wired
Two stints as editor-in-chief at technical magazines for creative professionalsFUNCTION: ,[object Object]
But with a full-spectrum media palette
I dream up information packages and oversee their creation,[object Object]
Content
Multiplatform Print Internet Mobile Live events
Multimedia Text Photos Illustrations Diagrams Video Interactive
Multiformat Magazines Web sites Podcasts Blogs Social profiles Apps Games Contests
Distribution PCWorld | Macworld IDG Tech Network Client outlets Partner sites Social networks App stores
Recent Partners
. . . What is great content, anyway? Goal: Great content.
Great Content is an experience You become lost in the presentation. You return enlightened and inspired.
What can great content do for a business? ,[object Object]
Make brands more credible
Lead potential customers through funnel
Provide valuable, wholly-owned assets,[object Object]
Differentiation between custom and editorial
Maintaining journalistic standards while meeting marketers’ demands,[object Object]
Subject-matter expertise
Journalistic approach
Focus on user experience

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Editor's Notes

  1. MultiplatformMultimediaMultiformat
  2. Case study: Microsoft IE9• Daily blog• 12 weeks• Addressing tech-savvy audience• Build excitement around HTML5• Restrictions on comments, sharing