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Marketing Cloud: Winning Content Strategies Marketing Webinar

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The Q1 Marketing Cloud webinar for 2012 will be delivered by Charlene Li and Rebecca Lieb from the Altimeter Group. The Altimeter Group will be unveiling new research results on Content Marketing and will discuss the need for organizations to rebalance their resources to become proficient content creators.

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Marketing Cloud: Winning Content Strategies Marketing Webinar

  1. 1. 1 Winning Content Strategies: Rebalance Your Organization to Deliver Effective ContentFor Marketing CloudMarch 8, 2012Charlene Li Rebecca LiebFounder & Analyst Industry Analyst@charleneli @lieblink
  2. 2. Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/ We’re Tuning Out the Noise© 2012 Altimeter Group
  3. 3. 3 77% of Internet users do not engage with online advertising. A shift from ―push‖ to ―pull‖ marketing is imperative to brand survival. Source: Kramer, Staci D. "Pew: Online News Users Don’t Want To Pay—Or Look At Ads" The Economics of Digital Content. Mar. 2010. <http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-at-ads/>.© 2012 Altimeter Group
  4. 4. Shifting from ―Push‖ to ―Pull‖  Company culture  Resources and staffing  Budgets  Service provider relationships  Training  Tools vs. strategy  Advertising integration© 2012 Altimeter Group
  5. 5. Image by wjklos used with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213 It’s Time to Rebalance© 2012 Altimeter Group
  6. 6. A Need for ―Rebalance‖  Advertising campaigns vs. continual initiatives  New demands on marketing departments and the enterprise  Emerging technology allows any brand to function as a media company© 2012 Altimeter Group
  7. 7. 7 Organizations that rebalance now will enhance and improve their marketing initiatives, spend more effectively, and align to meet changing consumer expectations.© 2012 Altimeter Group
  8. 8. Image by icebirdy used with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850 Rebalance with Content© 2012 Altimeter Group
  9. 9. 9 Content marketing is a pull strategy— it’s the marketing of attraction. It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information.© 2012 Altimeter Group
  10. 10. Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  11. 11. Determine Your Purpose 1. Entertain – IBM 2. Inform and Educate 3. Provide Utility© 2012 Altimeter Group
  12. 12. IBM Mainframe: The Art of the Sale video series entertains consumers, spreads virally© 2012 Altimeter Group
  13. 13. Determine Your Purpose 1. Entertain – IBM 2. Inform and Educate – American Express 3. Provide Utility© 2012 Altimeter Group
  14. 14. AMEX leverages branded content to inform and educate with OPEN Forum© 2012 Altimeter Group
  15. 15. Determine Your Purpose 1. Entertain – IBM 2. Inform and Educate – American Express 3. Provide Utility - GE© 2012 Altimeter Group
  16. 16. 16 GE Transformers iPad app proves useful to its engineer community© 2012 Altimeter Group
  17. 17. Image by lwr used with Attribution as directed by Creative Commons http://www.flickr.com/photos/lwr/839359065 The Impact of Content© 2012 Altimeter Group
  18. 18. Content Marketing Builds Stronger Brands  Awareness  Trust  Purchase Intent  Word-of-mouth  Customer Engagement  Lower Acquisition Costs© 2012 Altimeter Group
  19. 19. Content Marketing Changes the Game  Earned and owned media  Long-term initiatives vs. short-term campaigns  New skills as publishers, producers and community managers  Evolution from advertisers to storytellers© 2012 Altimeter Group
  20. 20. Content: The New Marketing Equation 1. Ecosystem Input 2. Top-Level Findings 3. Content Marketing Maturity 4. Content Channel Confidence 5. Q & A© 2012 Altimeter Group
  21. 21. Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 Ecosystem Input© 2012 Altimeter Group
  22. 22. Methodology: 56 Interviews with 19 Brands and 23 Content Service Providers  Adobe Systems, Inc.  General Electric  American Express  IBM  AT&T  Intel Corporation  Coca-Cola  JWT  Edelman Digital  Nestlé  Federated Media  Story Worldwide Publishing  Toys "R" Us  Ford Motor Company  Wells Fargo© 2012 Altimeter Group
  23. 23. Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253 Top-Level Findings© 2012 Altimeter Group
  24. 24. Top-Level Findings  Content initiatives are a significant investment.  Content and advertising should be interrelated.  Marketers are distracted by new channels and technologies.  Over the next five years, content marketing will permeate the organization.© 2012 Altimeter Group
  25. 25. Rebalancing Requires Departmental Integration and Cultural Shifts  A cultural shift is needed across the enterprise, beyond the marketing department alone.  New training and skill sets will be required.  Content lives in all departments – stories are everywhere.  Enterprise social networking can assist in collecting content and giving employees a voice.© 2012 Altimeter Group
  26. 26. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 Content Marketing Maturity© 2012 Altimeter Group
  27. 27. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  28. 28. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  29. 29. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  30. 30. Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases Indium’s 73 blogs and 17 contributors are fueled by keyword research, with the goal of turning content into contacts into cash. Rick Short, director of marketing communications, leads the hyper-targeted blogging strategy – one that increased customer contacts by 600% within a single quarter.© 2012 Altimeter Group
  31. 31. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  32. 32. Eloqua Expands its Content Marketing with Creation of VP Content Marketing Role Joe Chernov launched Eloqua’s corporate blog and later used it to promote the company’s other content— made trackable by requiring users to provide contact information. This enabled Chernov to measure effectiveness, directly attributing $2.5M in revenue to four free guides in 2010. Lieb, Rebecca. Content Marketing: Think like a Publisher – How to Use Content to Market Online and in Social Media. Indianapolis: Que, 2012.© 2012 Altimeter Group
  33. 33. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  34. 34. Nestlé’s Blackshaw Takes Senior Leadership on Inspirational ―Field Trip‖ to Silicon Valley© 2012 Altimeter Group
  35. 35. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  36. 36. Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy© 2012 Altimeter Group
  37. 37. Content Channel Confidence© 2012 Altimeter Group
  38. 38. Where is Content Confidence Held? Base: 56 marketers; Size of bubbles above reflect marketers intention to increase/decrease use of that content type over the foreseeable future. * Based on question: What are the most effective types of content you’ve used to promote your brand? ** Based on question: Which type(s) of content do you plan to phase out, use less of, or have found ineffective?; Source: Altimeter Group© 2012 Altimeter Group
  39. 39. How Will You Rebalance?© 2012 Altimeter Group
  40. 40. THANK YOU Charlene Li Rebecca Lieb charlene@altimetergroup.com rebecca@altimetergroup.com CharleneLi.com RebeccaLieb.com Twitter: charleneli Twitter: lieblink Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2012 Altimeter Group
  41. 41. 41 ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at www.AltimeterGroup.com or contact info@altimetergroup.com.© 2012 Altimeter Group

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