Content & Audience Development For Tech Marketers


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Find out how leading marketers from NetApp and BrightTALK are using content strategy, data analysis, social networks and innovative promotion to attract thousands of the world\’s leading IT leaders to their online events. View this presentation to discover useful data points and actionable tips to use while optimizing your own event programs.

- How to map your content strategy to your objectives and target audience
- What it takes to attract and engage the world\’s top IT professionals
- Which topics and formats have been most popular amongst various segments of IT leaders
- Where and how to promote your webcasts to reach the right professionals
- What senior IT professionals are watching on BrightTALK

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  • JM:If this is your first time to a Technology Marketing webcast from BrightTALK, we are a knowledgeresource of content with the goal of improving the performance of online events for technology marketers. Today’s event will be available on-demand immediately at the end and we invite you to share it with your team. If you would like to share now, you can safely do so by clicking on the share button and sending an email or posting to your networks. We do have a hashtag setup on Twitter for today’s event and will be watching that stream for any questions or comments.  At the conclusion, you are invited to view our upcoming events or any of our on-demand contentavailable right here in this event channel. Today’s event will include a vote. We encourage you to participate in this poll and see how your answers relate to your peers. For those watching today’s event on-demand, you can see the results of this poll by clicking on the vote button.  There will be time for questions. Please use the “ask a question” button at anytime throughout today’spresentation and we will handle questions at the end of the presentation. Today we have two (2) guest presenters. Kingman Tang is a senior marketing manager at NetApp and marketing chairman for SNIA, the Storage Network Industry Alliance. He is also an active BrightTALK™ Channel owner so we are excited to hear his perceptions today. We also have Morgan Cantrell. Morgan is a marketing programs manager at BrightTALK and runs the BrightTALK™ Summit series and our key technology communities Please welcome Kingman Tang and Morgan Cantrell.So let’s get to our agenda today.
  • MC: In evaluating viewer data by community, these webcast performed best…JM: Morgan, how are you developing the hot topics and identifying key speakers?MCSpeaking to marketers, analysts, associations, audience members, speakers Polls Social network involvement
  • JM: This chart show the viewership and median time spent in the NetApp Cloud Storage channel run by Kingman.Kingman, how do you approach the challenge on staying relevant with your content and speakers?KTReading articles, blogs, magazines, research, Tweets, etc Getting involved in associationsSNIA CSI research access Speaking in or moderating sessions as a marketer to hear FAQs and interact with community involved in social media to stay up on hot topics…
  • JM; Driving activity with organic traffic and SEO is becoming increasing important. For BrightTALK webcast title feeds out to the HTML of the event landing page and this is picked up by the search engineHTMLContentIf title matches the search phase, you will rank higherIf your webcast providers does not have automatically generated landing pages tools are built into the system, you should build pages with these keys and then direct the audience to the webcast.At BrightTALK, our portal is organized by community and the community names are optimized based on popular search terms. For example, we choose IT Security instead of Information Security when we launch that sub community in Technology.In addition, all of our webcasts are tagged into a sub community so subscribers to BrightTALK can easily discover new content. For example, over 40% of the registrants to Kingman’s channel are BrightTALK referrals (organic traffic).
  • JM: discuss “dwell time” from 2-3 minutes on popular tech destination to 15-30 minutes on BrightTALK…the answer is simple…the content is engaging and accessible.Live content drives 2x the engagement times while on demand content typically drive 2x the number of viewers.
  • ConclusionsMapping content strategy to objectives and target audienceAttracting and engaging the world's top IT professionalsPromoting webcasts to reach the right professionalsUnderstanding BrightTALK community trends and insights
  • Content & Audience Development For Tech Marketers

    1. 1. Content and Audience Development for Tech Marketers<br />1<br />
    2. 2. HOST<br />James Miller<br />VP, Technology Industry<br />BrightTALK<br />BrightTALK™<br />TECHNOLOGY MARKETING<br />@BrightTALK<br />@jamesmiller_ii<br />GUEST<br />Kingman Tang<br />Senior Marketing Manager, NetApp<br />Marketing Chairman, SNIA<br />@ktang<br />GUEST<br />Morgan Cantrell<br />Marketing Program Manager<br />BrightTALK<br />@morgancantrell<br />#OEAevent<br />2<br />
    3. 3. Agenda<br /><ul><li>Mapping content strategy to objectives and target audience
    4. 4. Attracting and engaging the world's top IT professionals
    5. 5. Promoting webcasts to reach the right professionals
    6. 6. Understanding BrightTALK community trends and insights
    7. 7. Drawing conclusions and questions</li></ul>3<br />
    8. 8. Mapping content strategy to objectives and target audience<br />4<br />
    9. 9. 5<br />Target audience<br /><ul><li> Title
    10. 10. Industry
    11. 11. Company size</li></ul>Additional scoring<br /><ul><li> Level
    12. 12. Geography</li></ul>Geography<br />Title<br />Level<br />Industry<br />Target audience<br />Company size<br />Identifying your target audience<br />
    13. 13. Defining your objectives<br />Awareness<br />Market/Industry/Customer pain points<br />Consideration<br />Case studies and whitepapers<br />Preference<br />Product and service information<br />Loyalty<br />Educational material, success stories, support<br />6<br />
    14. 14. Attracting and engaging the world's top IT professionals<br />7<br />
    15. 15. Source: Miller, Jon. “Marketo Secret Sauce for Revenue: A Practical Case Study,” 2011.<br />Relevance<br />Which factors make content relevant?<br /><ul><li>Industry: 82%
    16. 16. Role: 67%
    17. 17. Company Size: 49%
    18. 18. Geography: 29% </li></li></ul><li>Evaluating data on a community level<br />Best performing webcasts in first half 2011<br />9<br />US Government Driven<br />Cloud Computing<br />Standards<br />Tapping IT Expertise for<br />Green Leadership <br />Get Your Head <br />in the Cloud<br />Transforming IT<br />for the Future<br />Global C-level/VP<br />+<br />US overall<br />Organization size: 500+<br />Organization size: <br /> 1-499<br />UK<br />
    19. 19. Hot topics on a channel level<br />10<br />
    20. 20. Promoting webcasts to reach the right professionals<br />11<br />
    21. 21. 12<br />Engage with social networks<br />
    22. 22. Build and activate email databases<br />13<br />
    23. 23. Drive web activity with organic traffic and SEO<br />14<br />
    24. 24. Embed content on your website<br />15<br />
    25. 25. Optimize landing pages<br />16<br />
    26. 26. 17<br />Distribute <br />content via <br />paid and unpaid marketing partners<br />
    27. 27. Utilize speakers’ networks<br />18<br />
    28. 28. Analyze and improve<br />
    29. 29. 20<br />Understanding BrightTALKcommunity trends and insights<br />
    30. 30. Number of webcasts in BrightTALKIT infrastructure and operations channels<br /><ul><li>Total: 596
    31. 31. IT Service Management (233)
    32. 32. Data Center Management (132)
    33. 33. Virtualization (100)
    34. 34. Cloud Computing (85)
    35. 35. Green IT (46)</li></ul>21<br />
    36. 36. IT infrastructureand operations registration growth<br />22<br />
    37. 37. 2,358,508 minutesspent consuming content<br />23<br />
    38. 38. HOST<br />James Miller<br />VP, Technology Industry<br />BrightTALK<br />Any questions?<br />@jamesmiller_ii<br />GUEST<br />Kingman Tang<br />Senior Marketing Manager, NetApp<br />Marketing Chairman, SNIA<br />@ktang<br />GUEST<br />Morgan Cantrell<br />Marketing Program Manager<br />BrightTALK<br />@morgancantrell<br />24<br />