The document discusses various content marketing tactics such as blogs, eNewsletters, white papers, articles, eBooks, case studies, testimonials, and microblogging. It provides examples of how companies are effectively using these tactics and also discusses findings from a survey on the popularity and perceived effectiveness of different content marketing tactics. The top content marketing tactics based on the survey are discussed as well as tips and best practices for successfully implementing various content options.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
Let’s be honest, the past two years have been unpredictable and it has radically changed the way we market. As a result, social media continues to grow exponentially in popularity forcing companies to change the way they do business. It’s more important than ever for brands to understand shifting customer needs and find new ways to capture growth opportunities. Start the year off right and capitalize on what’s trending in 2022 for social media and digital marketing.
In this webinar we'll dive into:
- Social media trends for an exciting 2022
- New popular social media and digital marketing strategies
- Catching and keeping customer attention in the new year
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
Let’s be honest, the past two years have been unpredictable and it has radically changed the way we market. As a result, social media continues to grow exponentially in popularity forcing companies to change the way they do business. It’s more important than ever for brands to understand shifting customer needs and find new ways to capture growth opportunities. Start the year off right and capitalize on what’s trending in 2022 for social media and digital marketing.
In this webinar we'll dive into:
- Social media trends for an exciting 2022
- New popular social media and digital marketing strategies
- Catching and keeping customer attention in the new year
How to Integrate Influencer Marketing into your Marketing Mix – Business Case...Onalytica
Influencer marketing has grown massively in popularity over the last few years. You might have read that 70% of marketers are actively planning influencer marketing campaigns. However, many are still unsure as to how to connect with influencers, how to drive engagement, how measure the impact, or, crucially, how to secure internal buy-in.
This presentation will address those questions and provide a clear and logical framework for your influencer marketing programme.
Learn how to:
Translate your business objectives into influencer marketing objectives through case studies and engagement models.
Engage influencers organically (without paying them).
Effectively measure success.
A brief overview of the IMPRiNT Digital Agency capabilities and services. We help clients maximize their growth and potential through digital development and marketing. A few of our key services include website development, web design, seo (search engine optimization), user interface design, social media marketing, and online media buying for mobile and web. More on our services at www.imprint.la.
During my internship with Graham Oleson, I was tasked with coming up with a social media plan. Here is a snapshot of the presentation I came up with, including best practices, tools research, and recommendations.
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
These are my slides from a free public workshop I conducted for JCI Beirut about the basics of Social Media Strategy that includes examples of brands that do not have a proper strategy, defining your goals, the sales cycle, asset mapping, defining your audience and creating personas, choosing channels, voice & tone, posting frequency & time, crisis management, and understanding Facebook's algorithm.
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
A free and in-depth planner for your social media strategy in 2020
Establish Goals
Social Media Audit
Establish Your Target Audience
Competitive Analysis
Establish Brand Voice & Tone
Build Your Social Media Content Strategy
Social Media Marketing Measurement
As a B2B marketer you have some knowledge of digital marketing principles but need to be able to develop and apply this to delivering your overall B2B business objectives. How do you integrate B2B digital marketing? How do you use digital to support B2B branding and awareness campaigns, lead generation and nurturing objectives? How do you roll-out digital marketing to the business during the Covid-19 crisis? After this live webinar you will understand how to:
Use digital marketing at different stages in the B2B customer lifecycle from awareness and early need recognition through to developing business with customers
Integrate digital marketing into existing B2B marketing processes, and how to integrate offline with online to achieve marketing objectives.
Leverage digital marketing and applications to generate and nurture leads, how to create content and how social media can be applied to support B2B business objectives.
Takeaways
B2B digital marketing strategies and how to think strategically
Align B2B digital marketing strategy with business and sales objectives
Identify business customer insights through B2B digital technologies
Find and target B2B customers
Touchpoint mapping across the B2B buyer journey
B2B digital advertising targeting and retargeting
The role of B2B Search Engine Marketing
How to use social media to support B2B business objectives
Learn how to use digital channels for B2B lead generation and nurturing
How to measure digital marketing effectiveness
Practical case studies and examples of best practice B2B digital marketing
About the speaker
Daniël Heerkens is a Dutch entrepreneur and award winning marketer who has been featured on the BBC. He has always been interested in Sustainable Products and Digital Innovation. With previous experience working for FMCG Multinationals (Danone & Royal FrieslandCampina) in The Netherlands, Malaysia and Singapore, he is co-founder & Regional Managing Director at 2Stallions where we works with Fortune 500 companies like AXA, Beko, Ping An, Bosch, CNN, Stanley Black & Decker, Sonos, InterContinental Hotels & Red Bull just to name a few. He volunteers as Marketing & Communications head and Board member at the ADB-DutchCham in Singapore. A permanent resident of Singapore, he has worked and lived in more than 6 countries. He most recently finished a 1500km drive through Iran to explore this unknown country.
What Social Media Networks Should Your Brand Be On?Falcon.io
Businesses need social media in order to stay relevant and visible to prospects and customers. But, just how much is too much when it comes to their social media presence? The truth is, more isn’t always better for effective marketing. Being selective about which social media networks a brand is on, is far better than over-saturating them all. Join us live as we discuss how to selectively choose social media networks for brands, and how this results in a more efficient marketing strategy.
In this webinar we'll dive into:
- The differentiation of audiences across platforms
- Distinguishing content between platforms when crossposting
- Niche social media networks to consider
ReportGarden’s social media proposal template will provide a comprehensive example to let your client know the workflow with case studies,deliverables etc and explain how your social media strategies like brand promotion, campaigns, engagement, lead generation, will increase the conversion rate while providing a definite timeline for your client.
If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting effective results from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their efforts.
The Content Grid v2, created by Eloqua and JESS3, provides marketers with a framework for content marketing. The infographic visualizes the most popular types of marketing content, over which outlets they should be delivered, at what stage in the purchase process they make the most sense, and what KPIs should be used to measure their impact. The Content Grid v2 is a follow-up on last year's award-winning infographic, called The Content Grid.
How to Integrate Influencer Marketing into your Marketing Mix – Business Case...Onalytica
Influencer marketing has grown massively in popularity over the last few years. You might have read that 70% of marketers are actively planning influencer marketing campaigns. However, many are still unsure as to how to connect with influencers, how to drive engagement, how measure the impact, or, crucially, how to secure internal buy-in.
This presentation will address those questions and provide a clear and logical framework for your influencer marketing programme.
Learn how to:
Translate your business objectives into influencer marketing objectives through case studies and engagement models.
Engage influencers organically (without paying them).
Effectively measure success.
A brief overview of the IMPRiNT Digital Agency capabilities and services. We help clients maximize their growth and potential through digital development and marketing. A few of our key services include website development, web design, seo (search engine optimization), user interface design, social media marketing, and online media buying for mobile and web. More on our services at www.imprint.la.
During my internship with Graham Oleson, I was tasked with coming up with a social media plan. Here is a snapshot of the presentation I came up with, including best practices, tools research, and recommendations.
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
These are my slides from a free public workshop I conducted for JCI Beirut about the basics of Social Media Strategy that includes examples of brands that do not have a proper strategy, defining your goals, the sales cycle, asset mapping, defining your audience and creating personas, choosing channels, voice & tone, posting frequency & time, crisis management, and understanding Facebook's algorithm.
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
A free and in-depth planner for your social media strategy in 2020
Establish Goals
Social Media Audit
Establish Your Target Audience
Competitive Analysis
Establish Brand Voice & Tone
Build Your Social Media Content Strategy
Social Media Marketing Measurement
As a B2B marketer you have some knowledge of digital marketing principles but need to be able to develop and apply this to delivering your overall B2B business objectives. How do you integrate B2B digital marketing? How do you use digital to support B2B branding and awareness campaigns, lead generation and nurturing objectives? How do you roll-out digital marketing to the business during the Covid-19 crisis? After this live webinar you will understand how to:
Use digital marketing at different stages in the B2B customer lifecycle from awareness and early need recognition through to developing business with customers
Integrate digital marketing into existing B2B marketing processes, and how to integrate offline with online to achieve marketing objectives.
Leverage digital marketing and applications to generate and nurture leads, how to create content and how social media can be applied to support B2B business objectives.
Takeaways
B2B digital marketing strategies and how to think strategically
Align B2B digital marketing strategy with business and sales objectives
Identify business customer insights through B2B digital technologies
Find and target B2B customers
Touchpoint mapping across the B2B buyer journey
B2B digital advertising targeting and retargeting
The role of B2B Search Engine Marketing
How to use social media to support B2B business objectives
Learn how to use digital channels for B2B lead generation and nurturing
How to measure digital marketing effectiveness
Practical case studies and examples of best practice B2B digital marketing
About the speaker
Daniël Heerkens is a Dutch entrepreneur and award winning marketer who has been featured on the BBC. He has always been interested in Sustainable Products and Digital Innovation. With previous experience working for FMCG Multinationals (Danone & Royal FrieslandCampina) in The Netherlands, Malaysia and Singapore, he is co-founder & Regional Managing Director at 2Stallions where we works with Fortune 500 companies like AXA, Beko, Ping An, Bosch, CNN, Stanley Black & Decker, Sonos, InterContinental Hotels & Red Bull just to name a few. He volunteers as Marketing & Communications head and Board member at the ADB-DutchCham in Singapore. A permanent resident of Singapore, he has worked and lived in more than 6 countries. He most recently finished a 1500km drive through Iran to explore this unknown country.
What Social Media Networks Should Your Brand Be On?Falcon.io
Businesses need social media in order to stay relevant and visible to prospects and customers. But, just how much is too much when it comes to their social media presence? The truth is, more isn’t always better for effective marketing. Being selective about which social media networks a brand is on, is far better than over-saturating them all. Join us live as we discuss how to selectively choose social media networks for brands, and how this results in a more efficient marketing strategy.
In this webinar we'll dive into:
- The differentiation of audiences across platforms
- Distinguishing content between platforms when crossposting
- Niche social media networks to consider
ReportGarden’s social media proposal template will provide a comprehensive example to let your client know the workflow with case studies,deliverables etc and explain how your social media strategies like brand promotion, campaigns, engagement, lead generation, will increase the conversion rate while providing a definite timeline for your client.
If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting effective results from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their efforts.
The Content Grid v2, created by Eloqua and JESS3, provides marketers with a framework for content marketing. The infographic visualizes the most popular types of marketing content, over which outlets they should be delivered, at what stage in the purchase process they make the most sense, and what KPIs should be used to measure their impact. The Content Grid v2 is a follow-up on last year's award-winning infographic, called The Content Grid.
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past, according to the latest findings of a study from MarketingProfs and the Content Marketing Institute.
There is also more uncertainty, however, the study found: B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
2017 B2B Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
The seventh annual B2B content marketing report is here. Sponsored by Brightcove, this report shows where B2B marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies will see in 2017.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
My Content Marketing World 2014 presentation drew a standing-room-only crowd. To speed the buyers’ journey takes the right mindset, right questions, bold insights and inventive answers. Learn 5 ways to speed the journey from content marketing to cash-paying customers.
Content Marketing World 2013 Presentation on How to Cultivate Content. Includes examples of a one-page content marketing plan and message maps, segmented by type of buyer.
This Social Media Survival Guide will give you the tools you need to make smart content marketing decisions as your brand explores the diverse social media landscape. This collection of expert insights, advice, and brand examples outlines the unique characteristics of each channel, helps you identify which platforms and practices are likely to work best for your particular business goals, and offers creative inspiration to ignite more successful and sustainable conversations with your target audience. Read on for an in-depth discussion on 12 of the top social media platforms content marketers are using right now.
Content marketing-playbook by letruongan.comAn Le Truong
Lê Trường An – Dịch giả – Tác giả – Marketer – chuyên thực hiện các dự án SEO, Social Media, Dịch thuật và xuất bản nội dung. Ngoài ra, Lê Trường An liên tục cập nhật nội dung blog với các chủ đề SEO, Marketing và nhiều hơn nữa…
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Content Creator Lê Trường An
Chuyên viên Marketing – Tác giả - Dịch giả tại letruongan.com
Chuyên viên Marketing tại BrainCoach
Chuyên viên Content Marketing tại FoogleSEO
Dịch vụ Marketing – SEO – Content Marketing
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...etplastics
E-Commerce Manger Pam Aungst gave a presentation on January 19, 2012 to the Society of Plastics Engineers, detailing how B2B companies with long and complex sales cycles can use inbound marketing and social media to build leads.
Why the Branding People Don’t Understand the Boardroommarccloosterman
Do you recognise this: A brand manager and his team have been working hard on the preparation of a rebranding. It’s initiated to support and convey the companies’ new strategy. However, in practice the change is visually only symbolised by a change of colours and some shapes, and the name stays the same.
42 moyens de toucher les consommateurs via les contenus
Magnifique inventaire illustré des moyens à la disposition des entreprises pour diffuser du content marketing.
In this talk at the Smart Insights Digital Marketing Priorities Summit Dan Bosomworth MD of First 10 and Marketing Director of Smart Insights discussed and gave examples of how to use content marketing to drive consumer interactions across customer RACE interactions.
Why should our company launch our global thought leadership program at SXSW? 500 + solo presentations and panels give non-famous, passionate people a chance to engage people and increase their own personal profile as well as the profile of our global network.
You won’t find another conference with the quality of innovative, creative big thinkers. 16,000 attendees last year. The best networking event for insanely curious, entrepreneurial thinkers. Plus great barbecue and Tex-Mex. What more do you need?
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
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1. Introduction and Key Concepts of Sustainability
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3. Measures and Reporting in Sustainability
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To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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2. Last year, we picked 42 content tactics. This year, you ranked them.
Here’s what you said…
I n 2010, we launched The Content Marketing Playbook: 42 Ways to
Connect to Customers to considerable (and gratifying) fanfare, gener-
ating over 10,000 downloads and considerable buzz in social media land.
To shake things even further, we’ve tweaked the format. Instead of
bullet lists suggesting for whom a given tactic may be a “cool tool”
or “not so hot, we’re presenting statistics from B2B Content
”
Marketing and unashamedly biased opinions – based on our
Back then, our goal was simple: give marketers a basic yet comprehen- personal and client experiences – regarding the meaning and use
sive survey of their content marketing options, backed with definitions, of various tactics.
samples and practical suggestions.
Finally, we’ve traded some of the less popular content options for
This year, we’re still presenting 42 content tactics – but with a few new ones that our survey respondents suggested. You’ll find the
exciting twists: debut options towards the back of the ebook.
We surveyed marketers like you to get their feedback: what did they With a great big blast of gratitude to our readers and to the survey par-
think was hot or not? We asked them to pick “your top 5 marketing ticipants who have made this year’s edition of The Content Marketing
tactics” from the list of 42. As a result, we’re presenting the 42 Playbook possible, we invite you to dig in!
ranked by their relative popularity.
Special thanks to our Playbook sponsors, Eloqua and PR Newswire, for
Just a few months ago, Junta42 and MarketingProfs collaborated on making this year’s Playbook the best ever.
a comprehensive report, based on a survey of 1,000 marketers,
called B2B Content Marketing: 2010 Benchmarks, Budgets and
Trends. Thanks to their work, we’ve been able to draw fresh insights
on how marketers use content marketing. In many instances, as
you’ll see, there’s an interesting tension between the two surveys’
results. Joe Pulizzi Jonathan Kranz
www.contentmarketinginstitute.com www.kranzcom.com
joe@junta42.com jonkranz@kranzcom.com
Sponsored by:
3. 1 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
The Top Ten
Blog DELoiTTE DEBaTEs
Remember “Point/Counterpoint”
What it is: on 60 Minutes? Deloitte’s taken
a lesson from one of network
Shorthand for “Weblog, the blog offers an easy way to present brief chunks
” television’s most successful
of frequently refreshed Web content. Backed with easy-to-use technologies “news magazine” programs by
for syndication (e.g. RSS), comments and trackbacks, blogs are often the blaz- posting weekly debates, pro and
ing centers of social media solar systems that can incorporate sophisticated con, on hot business and finance
issues. Instead of the same
SEO strategies and community-building campaigns. old, same old Deloitte Debates
provide lively and thoughtful
3 key play points: discussions. (Kudos to Erica
Dipyatic from Deloitte for the
1. Encourage conversations: even “bad” comments can be an opportunity
recommendation.)
for developing good customer relations.
2. Be a good netizen: participate on other blogs as well as your own.
Develop a Top 15 hit list where you need to be “hanging out. ”
3. Loosen up. Authenticity trumps perfection when connecting with readers.
CoNDiTioNED aiR’s HoME CoMfoRT BLog
Who says that service
contractors don’t blog? Well,
Conditioned Air from Naples,
Florida, rejects all that hot air.
Their Home Comfort blog has
sure, we’re blogging – but do we really believe in it? become the center of their
In the B2B Content Marketing report, blogging was the 6th most popular online strategy. Conditioned Air
content choice, behind social media, articles, in-person events, enewsletters focuses on solving problems that
and case studies. But of even greater interest is the report’s discovery of a their customers have with their
heating and air conditioning,
“confidence gap”: only 40% of their respondents rated blogs as effective, attracting customers and
while a considerable 60% said it was “less effective/ineffective. ” prospects through search
engines and through social
media tools, such as Twitter and
Jonathan says: Facebook.
In a crowded marketplace, you can’t overcome noise by simply
adding more noise. Think carefully: how can your blog bring Whether you are an experienced or beginner blogger,
something fresh to the conversation, something your audience will want here are 10 key poInts you can’t forget!
to hear?
4. 2 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Enewsletter oPENViEW ViEWiNg VaLUE
What it is:
A permission-based means of regular communication with current and future
customers, usually distributed monthly or weekly. Available electronically, via
text-based or HTML pages, they can include complete articles or brief de-
scriptions with links to articles on your Website.
3 key play points:
1. Don’t spam your enewsletter – get permission and offer opt-out links.
2. Can be a good vehicle for promoting other content: Webinars, ebooks,
white papers, live events, etc.
3. A round-up of the blog content into your enewsletter is a solid one-two
punch. Try daily blogging and a weekly or monthly enewsletter review.
Joe says:
Those who have been calling for the death of email are flat out
wrong. Email’s importance in your marketing can’t be overstated.
If you don’t have an educational email newsletter to keep in contact with Enewsletters can’t be beat for communicating substantial
prospects or to nurture customers, opportunity lost. Plus, we’ve found that in content within intellectually intensive and rapidly changing
most cases, email is the starting point for social media sharing. Who knew? markets. Case in point: venture capital. OpenView Venture
Partners does an outstanding job engaging both portfolio
clients and entrepreneurs (their target) with collegial, yet smart,
articles, interviews and case studies.
5. 3 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
White Paper iBM
What it is:
The “granddaddy” of content, white papers are topical reports, typically
8 – 12 pages long, on issues that require a lot of explanation. Also known as
“conference papers, “research reports, or “technical briefs, they are perfect
” ” ”
for demonstrating thought leadership on issues vital to your buyers.
3 key play points:
1. Can generate leads.
2. Positions company as a thought-leader.
3. Applicable to print, electronic PDF or digital magazine formats.
Yes, some of the best thought IBM asserts leadership within
leadership on sustainability is the telecom community
Jonathan says: coming from...IBM. Check out through its provocative paper,
this cutting edge white paper on The Changing Face of
Going long-form? Great! But whatever you do, resist the temptation
Driving Performance through Communications: Social
to overtly push your products/services. Just one whiff of aggressive Sustainability and its IBM Institute networking’s growing
self-promotion – and you’re done. Instead, trust that your expertise is in itself for Business Value. influence on telecom
the best advocate on your behalf. providers.
Check out Junta42’s own white paper:
AttrAct And retAIn customers wIth content
Sponsored by:
6. 4 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
article KELLy sERViCEs oUTsoURCiNg
aND CoNsULTiNg gRoUP
What it is:
A flexible medium, both in length and format, the article opens opportunities
for companies to address issues, trends, concerns and topics of immediate
interest to their intended audiences. An ongoing article publishing campaign,
complemented with a roster of speaking engagements, has been the tradi-
tional tool for establishing thought leadership in numerous industries.
3 key play points:
1. Once isn’t enough; plan on a series of articles to create impact.
2. Look for opportunities to place your articles in print media AND on
the Web, on your Website as well as others in need of great content.
3. Always think from the editor’s point of view – your article must conform to
the publication’s requirements (length and tone for example) and be of
immediate interest to its readers.
article posting posts high marks
The B2B Content Marketing folk like articles as well – a lot! At 78% usage,
article posting ranked second in popularity, just one percentage point beneath
the leader, social media (excluding blogging). Marketers are ambivalent about
it’s impact, however, with only 46% believing it to be effective.
Kelly Services OCG (Outsourcing and Consulting Group) posts
regular articles educating customers on workforce solutions and
Joe says: key outsourcing issues. The Kelly team integrates opinions from key
Marketers always ask the difference between articles and blogs. industry thought leaders with Kelly staff to make this a truly helpful
Blogs have a clear point of view…a personality. Articles have no POV resource.
but are informational treasure troves. Think of FAQ articles or an informational
“what is” series on your Website. TIP: When customer service answers a key
customer question via email, think about putting it in your article repository.
7. 5 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
eBook 5 CoMMoN MoBiLE MisTaKEs…aND HoW To fix THEM
Mobile is on the move. Gomez
takes advantage of the
What it is: momentum with a provocative
Think of it as a white paper on steroids: a report, generally 12 – 40 or more ebook that counters mobile
pages in length, that presents complex information in a visually attractive, errors with performance
reader-friendly format. The content is both informative and entertaining; the wisdom.
tone, collegial; the format, “chunky” rather than linear, to facilitate skimming
and scanning.
3 key play points:
1. Develop your distribution strategy early: how will you get your ebook
into readers’ hands?
2. Think visually: make liberal use of bullets, callouts, sidebars, graphs, etc. THiNK TWiCE BEfoRE yoU sigN aNyTHiNg agaiN
3. Conclude with a solid call to action: what should readers do next? For that
Consisting of 12 business
matter, include some call to action or link on every page. Why not? cases that illustrate the bottom-
line value of digital signatures,
ARX’s eBook transforms
signatures from an operational
Do we have the resources for this?
after-thought to an urgent
Only 9% of the B2B Marketing Content survey respondents said they used
business issue.
ebooks in their marketing mix. What’s holding them back? While the survey
provides no explicit explanation, it does provide a clue: when asked to identify
their biggest content marketing challenge, participants gave “producing en-
gaging content” the top spot at 36%. eBooks can be killer-effective, but they
take a considerable amount of expertise in planning and execution.
Want a comprehensive look at ebooks?
Jonathan says: Download Jonathan Kranz’s free guide,
Most often, my clients see ebooks as attractive tools at the front end the eBook eBook: how to turn your
of the sales funnel, as a way to build brands and attract leads. But…
expertIse Into mAgnetIc mArketIng mAterIAl.
at least two of my clients used ebooks for leverage at the back end of the funnel,
convincing fence-sitting prospects that they (my clients) were the true experts
within their prospects’ short lists, inspiring those prospects to commit and
become customers.
8. 6 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Case study
HoW MUCH is Too MUCH?
What it is:
The case study is a document, typically 1 – 2 pages long, that combines the
first-person authority of the testimonial with the narrative structure of a story.
Based on real-life events, it leverages reader empathy with the featured client
to build credibility and trust.
3 key play points:
1. Most case studies follow a simple, three-stage format: challenge, solution, results.
2. Use direct client quotes to reinforce the story, especially when addressing
the results.
3. Share case studies online, in direct mail, in press kits, as sales handouts, etc.
a top effectiveness performer The Content Marketing Institute presents an ongoing series of in-
According to the B2B Content Marketing report, case studies ranked among the depth case studies in eBook format, featuring companies such as PTC,
top five most effective content tactics. The real trick with case studies and content Eloqua and Diverite, mixing words and design in a truly engaging way.
marketing is focusing on the “similar situation” sell. You want your customer to Video is also key in presenting case studies. Watch Joe Pulizzi review
clearly communicate what problem you solved, and that will then resonate with five examples of content marketing magic in this three-minute video,
prospects. which includes vignettes from American Express, Kinaxis and more.
Joe says:
More and more marketers are leveraging video as part of their case
study series. Try focusing on a problem/solution and get 60 seconds
of the customer chatting about it. Arm your salespeople with portable video For practical guidance on writing case studies,
cameras for just these types of opportunities. download Jonathan Kranz’s free ebook:
mAkIng your cAse: everythIng you And your
Sponsored by: colleAgues need to wrIte compellIng cAse studIes.
9. 7 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Testimonials BayLoR HEaLTH aRTiCLE
What it is:
A quote from the horse’s – that is, the customer’s – mouth. Boasting is
unseemly when we do it ourselves. But when praise comes from a
trustworthy source – a client or customer – it acquires a credibility that
helps overcome skepticism and purchasing hesitation.
3 key play points:
1. Create a process for consistently requesting testimonials from your customers.
Many marketers are starting to leverage their LinkedIn pages for testimonials on
products and services as well.
2. Good testimonials offer specifics – the what, why and how of your work with
or for the customer.
3. Don’t bury them on a “Testimonials” Webpage – spread them throughout the site.
Bariatric surgery is a complex and controversial procedure. But many
of the misunderstandings can be overcome by sharing the real-life
experiences of patients like Ammie Gordon.
Cast study compliments of McMurry
Jonathan says:
Your well-intentioned clients will often give you testimonials that are
too generic to be useful. Do them, and your business, a favor: write
them yourself. As long as you get your clients’ permission and approval on the
final wording, it’s entirely ethical and far more effective.
10. 8 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Microblogging
JETBLUE
What it is:
Basically, we’re talking about Twitter. At 140 characters, the limitations on
content are severe. But the speed and reach of the microblog create an almost
real-time context for conversing with your followers. Better yet, handy search
tools make microblogs an excellent thermometer for checking hot issues and
emerging concerns.
3 key play points:
1. Remember, your customers are already talking about you on Twitter. The question
is, are you able to hear what they have to say? Use Twitter as a listening post.
2. Give up the illusion of being in control. You’re not, so why invest time and money
pursuing it?
3. There’s a wealth of excellent tools to help you manage Twitter more effectively,
By its nature, travel is very much an industry on the move with a
including TweetDeck, HootSuite and Dlvr.it.
very mobile customer base. JetBlue has taken flight with a Twitter
presence that addresses customer needs and gives the company
important insights on its customers’ concerns.
Joe says:
Whereas Facebook is more for conversations, Twitter is part broadcast, you may want to look at additional tools such as:
part conversation tool. Andrew Davis from Tippingpoint Labs says
Klout: Who has social media mojo? Klout offers an influence measure-
to use the 4-1-1 rule: Share four posts from thought leaders in the community,
ment that ranks social media mavens and wannabes on a 1 – 100 score.
share one educational post from yourself or your company and add one promo-
tional post…every day. Think of Twitter like a cocktail party…nobody likes the guy Twitalyzer: Type in a Twitter username and, voila, Twitalyzer maps its
or gal that talks about themselves. Be interesting. follower base, giving you a way to visualize the physical breadth and
depth of social media impact.
11. 9 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Webinar/Webcast ELoqUa
What it is:
Take your presentation and put it online: that’s the essence of the Webinar (slides and
audio) or Webcast (slides, audio and video). Visually, the content is delivered slide by
slide in the online equivalent of a live presentation. The audio component can be deliv-
ered via telephone or computer. Remember, you can do this live or on-demand.
3 key play points:
1. Webinars make an excellent call-to-action or follow up offer to other forms of
content, such as ebooks, white papers, enewsletters, etc.
2. You benefit twice: first, from the live event, then from the people who download
the archived event.
3. A successful Webinar requires an aggressive promotions strategy, typically
via your Website, blog, enewsletter and other media or social media channels.
Next best thing to live face-to-face?
42% of the B2B Content Marketing participants use Webinars/Webcasts and they are
quite pleased with the results, placing the tactic in the top 5 for effectiveness. Keep in Marketing automation company Eloqua has a treasure trove of online
events in their resources section. This not only helps prospects searching
mind that online events can be lead generation focused or customer retention focused. on their Website, but is integral for sales depending on the specific
customer challenge.
Jonathan says:
According to a survey I conducted, one hour seems to be the sweet spot for
Webinar length, with 45 – 50 minutes dedicated to the presentation and
10 – 15 minutes for Q & A.
Sponsored by:
12. 10 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Video sHURE MiKE’s “ULTiMaTE CHoPPER DRoP TEsT”
Talk about high impact from
a low budget. In a series of
What it is: goofy videos, Shure puts its
Sites like YouTube and Vimeo have greatly simplified a once difficult Web challenge: SM58 mic through the paces
uploading and sharing videos. With these tools at your disposal, you can embed or link (including deep-freezes, ground
burials, tour bus run-overs and,
video code easily. And the video sites provide social media options for conversing and
in the aforementioned video, a
sharing that can help your content go viral. 200-foot drop from a helicop-
ter) to demonstrate the mic’s
3 key play points: ability to perform regardless
of circumstances. After all the
1. Think beyond the “talking head” approach. Inexpensive editing tools like iMovie or Final
abuse it endures, perhaps they
Cut make it easy to assemble professional-looking video content. should rename it the “S&M”58?
2. Instead of taking a one-shot approach, consider a video series that builds interest, and
an audience, over time.
3. Don’t sweat “perfection”: many of the most successful online videos have production
values that would scandalize traditional media broadcasters.
CoNTENT MaRKETiNg WoRLD
The international content mar-
Jonathan says: keting event created a series of
videos, hosted on YouTube but
If you thought video was beyond your reach, reconsider. Expectations housed in a special landing
regarding production values have plummeted and, in fact, many of the most page on the event site. The
popular videos (think: Wine Library TV) have a distinctly low-budget look and feel – goal was to continually tell the
story of the event in a visual
some believe a lo-fi look delivers high street-cred.
format (and not cost an arm and
a leg). This event video show-
cases five content marketing
case studies you can’t afford
to miss.
13. 11 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
facebook stories Page THE soCiaL MEDia ExaMiNER
What it is:
First, what we are NOT talking about: a fan page or brand profile. Instead, we are talk-
ing about a Facebook page sponsored by a brand yet centered on an area of interest,
such as contemporary fashion, green development or animal wellness.
3 key play points:
1. Be prepared to let go and let the participants lead the conversation. People may not
come to you right away, so you may have to go to them first.
2. Feed the movement with rich media, including video, surveys, quizzes, games and more.
3. Start simple at first. Define a customer pain point and create a conversation platform,
then see what happens.
social media matters – maybe
In the B2B Content Marketing survey, social media (excluding blogs) ranked #1 as a
content tactic. Yet it also got the lowest points for effectiveness, with just 31% express-
ing confidence against a whopping 69% who had their doubts. Conclusion? Being both
A free online magazine, Social Media Examiner (and its ubiquitous
new and difficult to measure, social media earns marketer interest without necessarily
khaki-wearing mascot) cuts through the social media jungle to blaze
earning their trust.
trails of marketing and communications insight.
Joe says:
Think the two Cs – Conversational and Commitment. First, focus on always
adding your point of view to the conversation. Think and act like a human
(hard to do for some companies). Second, have a committed moderator to post con-
tent every day and get people commenting. Consistency is key.
14. 12 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Customer-focused Community site NaVyfoRMoMs.CoM
What it is:
We’re talking about a microsite where your customers do most of the talking. The
content is largely user-generated, created by the site participants themselves. As
sponsors, brands create the context for these microsites, establishing a forum in
which enthusiasts can share stories, pictures and videos.
3 key play points:
1. Set up the rules of engagement and make them transparent – no secrets,
no hidden agendas.
2. Consider reward systems that acknowledge the best and/or most frequent contributors.
3. Establish a host or contact person who serves as the ombudsman/answer-person
for the site.
Joe says:
Before you develop your own community site, consider leveraging Facebook
or LinkedIn first. If your customers are already hanging out in one place, it
makes no sense to move them to another site. That said, if the issue and commitment
is strong enough (see NavyForMoms.com), it can be done. Remember, even commu- Do you believe the promises of military recruiters? Probably not.
nity sites that are driven by user comments need consistent sparks of content to get But what about the authentic voices of real parents?
With NavyForMoms.com, the Navy has given a platform for the
started.
most credible voice anywhere: moms.
Sponsored by:
15. 13 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
online News Release sEE NEWs RELEasEs HaPPEN iN REaL TiME
What it is:
Services such as PR Newswire can post your press releases online for faster and
more widespread distribution. The big news? As David Meerman Scott famously
explained in The New Rules of Marketing and PR, press releases are no longer just for
the press anymore. By using the release services effectively, you can appeal directly to
your buyers.
3 key play points:
1. Don’t wait for big news; find reasons to send releases all the time.
2. Include specific calls to action that compel customers to respond to your release
in some way.
3. Add social media tags so that your releases can be found.
Joe says: Want to check out what others are doing with their content news
Marketers and PR folk have traditionally used news releases for company releases? Need a better idea? Just check out this handy portal on
PRNewswire.com that lists ongoing news releases in real time.
events, awards and notices. What if you used news releases to help
spread your content? As you plan your editorial calendar, choose which pieces of
information (like an ebook, research report or white paper) are significant enough to
merit a release.
Can press releases be lead generators?
Find out in this free report from
PR Newswire.
16. 14 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Custom social Network CoNNECT.aMaBosToN.oRg
What it is:
Today, associations, clubs, organizations and even companies can use the Ning plat-
form or Wordpress as the infrastructure of a full-featured social media site dedicated
to its constituents and their issues. All the features are ready to roll: profile templates,
“wall” forums, devices for uploading pictures and video, plus tools that allow mem-
bers to “ping” or email each other. Depending on your ambitions and resources, you
want to develop a page directly into LinkedIn or Facebook as well.
3 key play points:
1. A custom social network is an inexpensive way for the traditional professional
association to deepen and extend its reach.
2. Moderation is key. Most organizations don’t realize the amount of moderation needed
to keep people interested and keep SPAM out.
3. The custom network can be the foundation for promoting other group activities, such as
live events, seminars, workshops and conferences.
Jonathan says:
When you’re the host, you’re automatically fated to be the life of the party. Through its branded and customized social networking site, the
Boston Chapter of the American Marketing Association
If you’re in an industry that depends on the interconnectivity of multiple
delivers value that hadn’t been possible before: 24/7 connectivity plus
channels/parties/players, consider putting yourself at the center by inviting everyone networking reach beyond the limits of Greater Boston itself.
else to a free play space that gives them a resource for exchanging information.
17. 15 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
ChiEF CoNtENt oFFiCER MagaziNE
Custom Print Magazine The Content Marketing Institute (CMI)
took their own advice to heart with
What it is: the launch of Chief Content Officer
magazine, the official publication for
Some marketing gurus say that all brands are now publishers. The custom print maga-
content marketing. CCO magazine is
zine takes this approach quite literally, offering the familiar magazine format with a new sponsored by CMI, but the costs are
twist: it’s sponsored, produced and issued by one company or brand. defrayed with sponsorship support.
According to publisher Joe Pulizzi,
3 key play points: “CCO magazine is a core part of our
1. Be prepared to spend at least $40,000 for even a small initial distribution. strategy. I’m not sure where we would be
without it.”
2. The most effective frequency is quarterly or more often.
3. Can be an excellent way to bypass gatekeepers.
Joe says:
As long as there is a dedicated channel called the postal service, print needs LExUs MagaziNE
to be a part of your program. Why can’t you cover the market in magazine
For years, Lexus has been providing
format like the leading magazine in your niche? Don’t believe me…read this post on consistent information to their custom-
the 7 Reasons to Consider Print Now. ers in the form of a print magazine
(produced by Story Worldwide). 86% of
Remember, a print magazine isn’t just print. Consider the “one page mantra.” Lexus customers find the information in
Every page of your print magazine should drive someone to an online call to the magazine informative and enjoy get-
ting the magazine. Not bad!
action. Also, the digital version of your print should be different. For more,
see the next page.
Sponsored by:
18. 16 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
fiDELiTy StAgES
Digital Magazine
What it is:
A hybrid between the traditional magazine and a souped-up PDF digital magazines
,
offer self-contained, visually compelling periodical content that doesn’t require special
software to open and read. These are generally distributed by email via brand Web-
sites. How popular are they? Nxtbook Media shows you who’s reading what, in real
time, all over the world.
3 key play points:
1. If you don’t like the confinement of a digital replica, consider repurposing magazine
content on a microsite.
Fidelity’s Stages magazine captures the look and feel of traditional
2. Digital magazines are great for integrating print content with a Web presence.
print content while adding convenient features (like searching and
3. Consider adding video and podcasts to your magazine content. printing) unique to digital.
thE FuRRow – JoHN DEERE
Believe it or not, John Deere has
Jonathan says: been publishing their corporate
The sophisticated back-end content management systems of many digital magazine, The Furrow, since
1895. Wow – their publications
magazine solutions open up an interesting possibility: instead of thinking
last as long as their tractors!
of them as a way to create electronic periodicals, you can consider them as an
opportunity to create microsites on the fly – without engaging IT or Web developers.
19. 17 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
iNBoUND NoW
Video blog (vlog)
What it is:
A regularly-scheduled series of brief videos built around a hot topic of interest.
Available by subscription and for download, and often via video sharing services such
as youTube or Vimeo, they can be watched at the viewer’s convenience.
3 key play points:
1. Think in terms of a sustained series, not merely one or two quick shoots.
2. The combination of words, sound and visuals gives you an extraordinary opportunity
for building a brand personality.
3. “Perfect” production quality is NOT necessary; in fact, an imperfect realism can play in
your favor.
HubSpot preaches its “inbound marketing” gospel to the faithful via
Joe says: its regularly scheduled video blog, Inbound Now. Here’s an episode
Instead of telling the story (a la blog), consider showing the story. Your featuring our own Joe Pulizzi.
video blog could be just one thought leader or you could move around the
organization interviewing the leading experts in your company.
20. 18 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
oRaCLE TECHNoLogy NETWoRK
e-Learning series
What it is:
A carefully planned curriculum of educational content that may be delivered through
a variety of mediums, including audio podcasts, video, slide presentations, Webinars
and more.
3 key play points:
1. Tailor the content to the different learning needs of different audiences: buyers doing
research, prospects close to making a purchasing decision, current customers.
2. Use the mediums most popular with your constituencies.
3. Be generous with real-life examples and illustrations.
Jonathan says:
With the Web as a built-in distribution system, an e-learning series can be a
perfect way to train, or reinforce relationships with, customers, prospects,
Whether you are a database administrator or even an architect,
channel partners, VARS and even employees. Oracle has provided one place where their users can get all the
answers. This helpful site includes not only wikis, helpful articles
and support issues, but also ongoing educational Webinars and
reports.
Sponsored by:
21. 19 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
KRafT ifooD assisTaNT
Mobile application
What it is:
Known familiarly as “apps” mobile applications come in two broad flavors: as native
,
apps developed for specific devices (such as the iPhone, Android, Blackberry, iPad,
etc.) or as Web apps (WAPS) that can be distributed without depending on specific
marketplaces (but you need an internet connection at all times). These downloadable
tools allow users to turn their PDAs into handy devices that meet their very specific,
idiosyncratic needs.
3 key play points:
1. Effective applications must have a regular (daily or weekly) reason for use.
2. They should have easy interfaces with social networks, such as Facebook or Twitter.
3. Include a survey function to gauge satisfaction and collect intelligence for the
next release (iPhone Apps solicit feedback that affects the volume of downloads).
Jonathan says:
As cell phone contracts expire and more users switch to smart phones,
expect mobile applications to soar in significance. Duh, right? But if you One of the best-known branded apps, Kraft puts delicious recipes
think customers have power today, just wait a year or two and see what happens at your fingertips with their handy smartphone app. Need recipes?
when they can seek coupons, price comparisons and customer reviews on the spot, How about a built-in shopping list? Well, Kraft has you covered in
this mobile app, now available on all smartphone platforms.
on a regular basis.
For more, check out this excellent article on
aMERiCaN ExPREss oPEN foRUM
on 13 of the best branded apps around.
22. 20 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
online Media site oPEN foRUM
American Express hosts a
comprehensive resource site
What it is: for small business owners
When we think of public relations, we usually think in terms of being in the media. that covers everything from
But what if you could be the media itself? That’s what an online media site is all about. marketing, management and
finances to lifestyle issues to
Like traditional media companies, it offers stories, articles, facts, figures and pictures
networking opportunities.
of interest to its audience. Unlike most media, however, it’s controlled by a non-media
company, and its readership is largely composed of customers and prospects.
3 key play points:
1. Either make an investment or none at all – a compromised site won’t cut it.
2. Tailor your content to personas: precise constructions of audience segments, their
needs, beliefs, habits, values and more.
3. Online media sites are an excellent way to integrate products/services with lifestyle
content/messages.
oPENViEW LaBs
Openview Venture
Partners has developed the
go-to resource for growing
technology companies. With
Joe says: over 1,000 blog, article and
Go niche. The more concentrated your online message, the more you video resources, Openview
can focus on the pain points of your customers. In what area could you has positioned itself as the
be the world’s leading expert? The answer is where you can start with your online expert in its field, resulting
media site theme. in new business and shorter
sales cycles.
23. 21 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
MURPHy BED BUyER’s gUiDE
Content Platform
What it is:
A “meta” site, like Squidoo, that allows users to assemble a directory of resources –
from blogs, bulletin boards and databases to picture galleries, video streams and link
lists – around a topic of interest.
3 key play points:
1. Overall strategy: establishing thought leadership, not by creating content per se, but by
assembling it in a convenient location.
2. The SEO potential can be huge; you’re creating a fountain of keyword search terms
almost automatically.
3. Think spin-offs: conferences, seminars, virtual seminars that rest on the foundation of
the content platform.
With its Knol content platform, Old Creek Wall Bed Factory educates
Joe says: potential customers – and positions itself as the trustworthy authority in
Leveraging a content platform can work because you are leveraging your a very niche business.
content AND the credibility of the platform site (i.e., Google Knol, Squidoo,
etc.). But just a word of warning, you ultimately have no control over these sites…they
can remove your content at any time. It might be a good idea to house your content
asset on your blog or media site and repurpose onto the content platform.
Sponsored by:
24. 22 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
BULLDog REPoRTER
Teleseminar
What it is:
Hello, content calling. The teleseminar is a virtual presentation stripped to the bare
essentials: the only technology required is a phone. Depending on the nature of the
content, participants may have an outline, agenda or presentation slide deck sent in
advance of the phone call.
3 key play points:
1. For many small-to mid-sized firms, the teleseminar is an ideal way for multiple
employees to attend a presentation.
2. Record the teleseminar – now you have a podcast, too.
3. Schedule your teleseminar for maximum convenience across multiple time zones.
Branded Content PR: Think Like a Publisher to Attract Followers,
Jonathan says: Boost Sales Leads and Skyrocket Visibility
They may not be sexy, but teleseminars extend the reach of your virtual
presentations to audiences who may not have the resources (broadband Joe Pulizzi and Jonathan Kranz joined Brad Schwarzenbach of
Tippingpoint Labs and Diane Thieke of Dow Jones in a content-focused
connectivity, video conference rooms) to participate in Webinars or Webcasts.
panel discussion targeted to PR pros. Though a panel format is more
complicated than a solo talking head, it opens opportunities for diverse
opinions – and creative conflict.
25. 23 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
aCCENTURE
Podcast Accenture has developed
a deep library of podcasts
What it is: to educate and engage
clients on a variety of
A podcast is simply an audio file you can listen to on a computer or MP3-type player,
strategic business issues.
often distributed via RSS or iTunes. Podcasts are generally 5 – 30 minutes long, with
longer podcast downloads becoming popular.
3 key play points:
1. Define a podcast theme and stick to it.
2. Establish a release schedule listeners can expect: weekly, biweekly, monthly, etc.
Be consistent.
3. Integrate podcast content with your blog to gain listener insights.
TaLKiNg iNNoVaTioN
Joe says: Every issue, Chief Content
What’s great about podcasts is the possibility to reimagine your content. Officer magazine features
Consider taking the original podcast to develop an article, white paper, case a thought leader, such
as Ann Handley or Jay
study, presentation and more. Even though the podcast itself can be powerful, it’s
Baer, in its “Talking
what you can do with it that will have the most impact.
Innovation” series. The
podcast is integrated into
the fabric of the print and
online magazine issue.
26. 24 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
MCKiNsEy
Executive Roundtable
What it is:
An executive roundtable is a gathering of industry executives who are experts in
their field and have enough drawing power to pull in your prospects. Through brief
presentations and interactions among roundtable participants, you have the oppor-
tunity once again to position yourself as a thought leader.
3 key play points:
1. Look for executives whose personalities are as appealing as their ideas.
2. Consider asking the roundtable executives for guest blog posts that complement
their live topic ideas.
3. Turn the resulting discussion into a summary report you can offer as a white paper
or ebook. Leverage video, audio and transcripts to keep the content flowing long
after the actual roundtable took place.
The B2B Content Marketing participants love in-person events, giving it the #3 spot
McKinsey regularly hosts executive roundtables around key,
(after social media and article posting) in their usage ranking. In terms of effective- complex topics – and shares the resulting content afterward for
ness, live events came out on top, with 72% expressing confidence in the tactic. maximum distribution.
Jonathan says:
Chemistry is everything. You want to assemble a panel not just by the
prestige of their organizations, but by their ability to exchange opinions
– especially contrary ones – in an open and constructive way.
Sponsored by:
27. 25 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
JUNTa42 ToP CoNTENT MaRKETiNg BLogs
industry Ranking system For marketers investigating
the evolving world of content
What it is: marketing, the Junta42
People love lists. (Remember Moses and his two tablets?) An industry ranking Top Content Marketing
system gives readers a pre-assembled “best of” list that ranks available options Blogs ranking system has
become a priceless resource
in a given topic area – and subsequently ranks high with search engines. A list,
for educating marketers
whatever its contents, positions its assemblers as industry experts and gives their about content marketing.
prospects a helpful reference tool.
3 key play points:
1. Rankings can be determined by some objective, measurable means or by
subjective criteria.
2. Make liberal use of links to the listed resources.
3. Announce updates to the ranking system via blogs, Twitter, press releases, etc.
CoNTENT sTRaTEgisT
RoCK sTaRs LisT
fRoM MiNDToUCH
Joe says:
A list, done credibly, can bring a community to you like almost nothing
else. It gets those that have been ignoring you to notice and those that
have barely been paying attention to invest time in your properties. If you want to
position yourself as THE industry thought leader, you need to seriously consider
an industry list of some sort.
28. 26 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Book MoTiVaTE LiKE a CEo
Executive coach and former TV news anchor
Suzanne Bates extends her reach and builds
What it is: her brand with in-depth books that position
Even in the revolutionary age of Web 2.0, a full-length book still carries an aura her as the authority on C-suite leadership skills.
of authority. Whether self-published or created via a traditional publishing house,
the book is the “big” content piece that often leads to press exposure, speaking
invitations and a privileged status as THE expert.
3 key play points:
1. Books are a major investment of time – plan carefully! If you have a blog,
think about how your blog posts can serve as chapters for your book.
2. Get your PR people on board fast to leverage the media potential.
3. Consider developing a microsite or Facebook fan page to create communities CMi BooKs
around your book.
Jonathan says:
Book publishing is a paradox. To attract a publisher to your nonfiction
book, you’ll need a “platform”: a foundation of networks, real
or virtual, that demonstrates your market viability. But conversely, nothing
extends a platform like a book. Once you’ve published one, you’ll find it easier
to place articles, land clients and score speaking engagements.
The Content Marketing Institute has developed a book publishing resource
specifically for thought leaders to create a platform. CMI Books offers
author-friendly payouts as well as integrated promotion of your book (which
is much different than traditional publishers).
29. 27 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
RsM MCgLaDREy aDVaNTagE NEWsLETTER
Print Newsletter As part of an integrated content marketing
program, RSM McGladrey’s newsletter helped the
What it is: consulting firm increase top-of-mind awareness
among target CEOs and CFOs by nearly 60
Whether it’s merely a double-sided sheet or a 16-page document, print newslet-
percent.
ters offer attention-grabbing content meant for rapid consumption. As a tactic,
consider it for customer retention, and remember that the average length runs Case study compliments of
between four and twelve pages. HanleyWood Marketing
3 key play points:
1. Print newsletters are terrific for on-the-go audiences: business travelers,
gREaT aMERiCaN
commuters, strap-hangers. Also think about those audiences that haven’t yet
adapted to smartphones or iPads. The Great American newsletter
2. Production quality matters – the way your content is presented is as important as uses a six-page, tri-fold format
to make a dramatic impact on
the content itself.
customers and prospects.
3. Make sure you know your audience’s precise information needs before you
commit to an editorial platform. Case study compliments
of BeTuitive
Joe says:
Whereas a print magazine will feature more thought leadership and
LEaDiNg EDgE
longer-form content, a print newsletter focuses more on news and
“how-to” stories. Since so much of this information can be gathered online, how Breaking the boundaries, Leading Edge offers 20
pages of original business content for clients and
can you package your expert content together in a way that truly makes an impact
prospects. Through the Leading Edge Alliance,
with your customers (and on your business)?
member firms contribute 25 percent of the material
and may distribute custom versions with their
names on the cover.
Sponsored by: Case study compliments of The Wise Group.
30. 28 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
CisCo NExT gENERaTioN ViRTUaL sUMMiT
Virtual Trade show
What it is:
Current technology and high-speed Internet connections enable the creation of
lifelike happenings (complete with “lounges” and “exhibit areas”). Event manag-
ers can create Internet-based virtual trade shows to generate leads, increase
event participation, drive revenue and improve communications with current and
future customers.
3 key play points:
1. Most virtual shows use the “trade show” metaphor as the navigation model for
the virtual show site.
2. Just as live shows sell booths, you can sell sponsored presences at your virtual site.
3. For content, consider a mix of live, scheduled events and pre-recorded seminars
that can be launched at the visitor’s convenience.
Joe says:
Cisco brings together thought leaders from both their
Virtual trade shows, in some circles, get a bad name because they
own organization and others, such as AT&T and XO
became over-promotional. The best virtual trade shows are truly
Communications, to present both live and on-demand
educational, and partner booths are so inherently integrated with the content of presentations, tackling some of the toughest issues in
the show, it’s a value for attendees. Like in a real trade show, the key is to keep network communications.
both the content and the booth area relevant. Think “attendee” at all times.
31. 29 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
CHaNNEL 9 fRoM MiCRosofT
Company-focused Community site Through its Channel 9 microsite,
Microsoft offers a steady supply of
What it is: compelling videos targeted to one of
A microsite that concentrates on a narrow topic or issue, featuring rich content its most important audiences: tech
people who influence important IT
developed by the sponsoring brand itself. Correctly executed, the microsite cre-
buying decisions.
ates a gathering place that positions the brand as a contributing member of the
community.
3 key play points:
1. The main point is to cultivate a loyal community, NOT to create another channel for
delivering traditional advertising messages.
2. You want variety and consistency: a variety of media options (blogs, podcasts,
videos) plus a consistent content schedule that people can expect. PLaNET PTC
3. One brand may have multiple microsites, each one tailored to a specific cause Planet PTC brings together
or issue. customers, professionals and
people who are just plain
passionate about excellent product
development.
Joe says:
These are tough to pull off unless you have an incredibly loyal fan
base that can push this type of program to success. Think about the
intersection between your brand, your products and your customers – what’s
missing and how can you fill it with a content offering.
32. 30 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
PiVMaN
Comic Book
What it is:
Here’s what it’s not – a gimmick just for kids. By reinforcing text with vivid pic-
tures, comic books communicate in a fun, fast and memorable way that readers
of all ages can appreciate.
3 key play points:
1. For instructional content, this may be one of the very best tactics available.
2. Memorable comics books can certainly generate buzz.
3. As an alternative to a comic book, consider an online comic strip that appears
every week.
Jonathan says:
Sure, producing a comic book may be expensive. But talk about
distinctive! The text/graphics combination is an unbeatable one-two
punch and a great way of communicating complex information for audiences
with mixed literacy levels – that’s why the U.S. military commissioned the
legendary Will Eisner (The Spirit) to create instructional comics during WWII.
First Response’s Pivman comic book celebrates the heroism of
emergency personnel while sharing important information about technical
product features and functions.
A recent wired.com article called for a new revolution
in comic books, specifically due to the rise of iPads and
Sponsored by: other tablet devices.
33. 31 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
ViCToRia’s sECRET
facebook application
What it is:
On Facebook, participants not only share text and pictures, but games, quizzes
and other interactive applications they can exchange with their friends. Many of
these are created by users, but brand-based applications – if well-designed – can
achieve traction as well.
3 key play points:
1. Most applications prompt users to direct results/scores to their Facebook friends.
2. Think frivolous, fun and light-hearted – this is not the SAT.
3. For B2B customers, think about creating helpful productivity tools.
Joe says: With its “Which Angel Are You?” quiz, Victoria’s Secret lets its fans
Let’s face it, with over 750 million people on Facebook, you have to indulge in daydream fantasies of living the glamorous model’s life.
pay attention as a marketer. Think of it this way, what if Farmville came
from John Deere? Think of the possibilities.
34. 32 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Road show
LENNox DEaLER MEETiNgs
What it is:
Road shows are mini-conferences or tours that are typically conducted by a single
organization, although related companies that don’t compete will often participate.
Usually, individual events last for a day or less and are conducted in cities where there
is a high concentration of prospective customers.
3 key play points:
1. Concentrate on the takeaway: what will participants get by attending?
2. Coordination of event planning and promotions is crucial; both have to roll out
on schedule.
3. You may need to train internal talent to maximize their effectiveness as speakers,
presenters.
Love the Live
While live events rated poorly within our survey, the B2B Content Marketing report
found a very different perspective. In-person events garnered the third highest ranking at SocialTract’s Lynn Cole and Dave Lennox himself at the Atlanta Lennox Dealer
62%. In terms of effectiveness, it was #1, with 72% expressing confidence in the tactic. Meeting
In fact, in-person events achieved the greatest level of alignment between adoption and
Every year, Lennox travels around the country to hold educational seminars with
effectiveness. AND, the rise of social media has led to many conference producers hav-
their dealers to talk about the latest technology, and get a chance to meet and
ing record years…after all, people who meet online actually want to meet in person.
thank dealers in person. The Lennox dealer meetings are critical to their entire
marketing campaign.
Jonathan says:
Tweet to your heart’s content, but nothing beats flesh-and-blood contact
for establishing enduring relationships and building confidence. Consider
this: EVERY social media guru you can name maintains a vigorous public speaking
schedule. Choose your live event options carefully, but do think seriously about
stepping away from the keyboard and into the limelight every now and then…
35. 33 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
audio Book
fisHER iNVEsTMENTs
What it is: Ken Fisher of Fisher Investments
Book-length content you listen to rather than read. When sponsored by a brand, it’s a continues to position his firm as a
great way to capture the attention of podcast-downloading, iPod-carrying listeners – or leading financial services company with
when distributed via CD, to get a share of commuters’ drive-time listening. an audio book potential clients can
listen to in their cars or on the run (or
on the treadmill).
3 key play points:
1. Vocal talent has to be as strong as the written content.
2. Consider complementing the text with music.
3. Get people to sample the content by giving away portions or chapters for free.
Joe says:
Today, a book can be in almost any format. You could produce a book for
Kindle only, for the iPad, and yes, just for audio. Think of it like a podcast, but
instead of a series, focus on one theme and drive the content home.
Sponsored by:
36. 34 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
MaCaNgEL’s DayLiTE
screencast
What it is:
A combination of video, presentation and audio technologies, screencasts offer step-
by-step instructions for otherwise complex tasks: using a new software, for example,
or managing a complicated project. Familiar screencast technologies include GoView
and Jing.
3 key play points:
1. Can be a powerful way of introducing an unfamiliar service or tool.
2. Plan your script (sequence of steps) carefully – clarity is everything.
3. Great way to mix text content with supporting visuals.
Jonathan says:
My clients have had success using screencasts (very similar to demos or MacAngel supports its sophisticated productivity and project man-
animated videos) as a call-to-action for email and banner ad campaigns, agement tools with simple, easy-to-understand screencasts that guide
and as a way to introduce complex products/services to both current and new viewers through features and functions.
customers.
37. 35 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Widget CHoW, BaBy
What it is:
A kind of mini-Web doohickey that can execute a number of functions (time, weather,
ticket sales) without redirecting users to a Website or requiring the installation of ad-
ditional software. Like mobile applications, widgets can be custom-made to encourage
customer interaction with your brand.
3 key play points:
1. Could be a huge opportunity for organizations involved in personal health and wellness.
2. Works effectively in traditional browsers and mobile devices.
3. May be further customized by the end user. Chow.com keeps the content coming with a widget that delivers
recipes, Twitter feeds and videos on demand.
oUTBRaiN
Joe says:
Most companies have content, but how do we get our content delivered in
the right place at the right time? That’s where widgets can help. Take your
content, break it into bite-size pieces and make it user-friendly.
CMi partner outbrain offers a service that can expose your content in places on-
line where your customers are hanging out. think of it like Adwords for content.
through outbrain, Content Marketing institute content can now be found on
sites such as CNN Money and Slate.com.
CMI partner Outbrain offers a service that can expose your content
in places online that your customers are hanging out. Think of it like
Adwords for content. Through Outbrain, Content Marketing Institute
content can now be found on sites such as CNN Money and Slate.com.
38. 36 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
Branded Content Tool/application HUBsPoT’s WEBsiTE gRaDER
HubSpot’s Website
Grader not only attracts
What it is: its core audience of
An electronically-enabled service, the branded application gathers information small- and medium-
from prospects and customers, then produces, in return, a customized analysis, sized enterprises,
assessment, report or plan. By virtue of its quality and/or uniqueness, the branded but reinforces the
brand’s positioning as
application has the potential to go viral, fast.
sophisticated experts
in the realm of Web
3 key play points: functionality.
1. Plan a coordinated launch strategy to give your application widespread
distribution and publicity.
2. Make it easy for users to share the application with associates and colleagues.
3. Test, test and test: the application experience will become a stand-in for the quality
of your company. Get loyal customers to try it in beta before the full launch.
CMi’s CoNTENT MaRKETiNg assEssMENT
How does your content
marketing measure up
Jonathan says: to your peers? Find
Marketing suits, introduce yourself to the propeller-heads. You’ll need out with this free
technical collaboration, not just for execution, but for brainstorming and easy-to-use
the possibilities. While the process may not be for the faint of heart, the report from CMI
rewards can be extraordinary: after all, your company will become the unique and Alinean. Just 10
resource for the tool you create. minutes and you’ll get
a customized 20-page
report to show your
leadership team.
Sponsored by:
39. 37 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
TRaVELPoD
online game
What it is:
An electronic game like any other – except it’s branded. By you.
3 key play points:
1. Games should work without burdensome software downloads.
2. Must run across multiple browser types and OS platforms.
3. Game experience should reinforce favorable experience of the brand.
Joe says:
You have two choices – to deliver valuable, relevant, compelling
content OR show your customers and prospects a good time. The
best model is to do both.
TravelPod’s Traveler IQ Challenges reinforce the blog’s position as
the smart Web destination for savvy globetrotters.
40. 38 C O N T E N T M A R K E T I N G P L AY B O O K w w w.contentplaybook .com
NEW Tactics for the 2011 Playbook
Frankly, a few of last year’s content suggestions belly-flopped in our survey pool, including magalogs, Wikis,
photo-sharing sites and online publishing centers. Instead of pulling them out of the water, we present four
NEW content tactics for your consideration.
infographic ELoqUa’s BLog TREE
You’ve seen lists of top blogs
before. But Eloqua wanted to
What it is: go both broader and deeper.
As the name suggests, an infographic represents information or data visually, The Blog Tree, created in
in a chart, graph or other form of illustration. But the power of an infographic collaboration with JESS3,
goes beyond its immediate visual appeal; unlike a mere list, an infographic reveals the technological
can expose the relationships among disparate pieces of information, deliver- roots of successful marketing
ing insight, not just raw data. blogs, the main branches of
the blogs’ subject areas and
the relative popularity of the
3 key play points: individual blogs themselves.
1. Everyone’s confusion can become your opportunity – where can you As a result of publishing The
deliver value by providing clarity? Blog Tree, Eloqua boosted its
2. Think metaphorically to find a guiding image or idea that frames your average blog views by a factor
information. of 40, collected 175 inbound
links, inspired more than 700
3. Make your resulting infographic easy to share online for maximum reach
Tweets and 2,500 Facebook
and distribution. page impressions and turned
at least 49 viewers into sales
opportunities or closed deals.
Jonathan says:
As a child of the ‘70s, I can recall a time when books of lists were
as popular as mood rings and bell-bottom pants. Infographics
capture the same desire for simplicity, but add another twist – the visual
display of how facts and figures interconnect – that can communicate a
higher level of understanding.