Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
A research report of 400 marketers' perspectives, priorities and plans for content distribution and content marketing success. Brought to you by 614 Group and OneSpot
If you are a content marketer, or you are responsible for your content marketing, then you need to know how to create compelling content that can generate leads. Here, our in-house content strategist, explores the different approaches you can take that will generate you leads.
Content strategy best practices we’ll explore:
- How to use content as a lead generation tool
- What you need to do with your content to ensure it generates leads
- Elements to avoid in your content strategy
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
A research report of 400 marketers' perspectives, priorities and plans for content distribution and content marketing success. Brought to you by 614 Group and OneSpot
If you are a content marketer, or you are responsible for your content marketing, then you need to know how to create compelling content that can generate leads. Here, our in-house content strategist, explores the different approaches you can take that will generate you leads.
Content strategy best practices we’ll explore:
- How to use content as a lead generation tool
- What you need to do with your content to ensure it generates leads
- Elements to avoid in your content strategy
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage.
Financial Advisors’ Use of Social Media Moves from Early Adoption to MainstreamLinkedIn
In order to better understand the role of social media and networks in the financial
services sector, LinkedIn partnered with FTI Consulting to conduct a comprehensive survey of financial advisors in the United States. The study has
revealed new insights into how financial advisors are leveraging social media to drive business, often under restrictive
policies. Findings from the research also show a number of best practices for successful use of LinkedIn to support
ongoing business needs.
Content Marketing Institute Executive Research Series
As more companies have adopted content marketing, one challenge remains pronounced: How should marketing leaders operationalize and scale this nascent discipline? They need a structure that will help them with everything from creating content their audience truly values, to distributing it in places where their customers and prospects are, to continually measuring what works so they can refine their processes.
While organizations of every size need to figure this out, this challenge is more complex for enterprise organizations, as they are charged with collaborating and
proving value at so many different levels of the company.
Additionally, subject matter experts, whose input is so
critical to content creation, may be scattered throughout
the company.
While there is no one right way to structure a content
marketing team — and in fact we found substantial
variances in team structures as they exist today — a
hybrid structure appears to be emerging in which certain
aspects of content marketing are centralized (such as the
identification of key themes/topics and the production of
content), while other aspects are decentralized (such as
the execution of programs by the business unit that has
the subject matter expertise or the geography).
In short, while many leaders are making tangible progress
in these areas — and there are many who feel they are
effective — there is also palpable frustration as these
leaders struggle to truly transform their marketing, which
requires them to transform their cultures.
This report specifically looks at the following areas:
Organizational challenges
Team composition and integration
Budgets and distribution
Content marketing effectiveness
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events.
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
Two tenured digital experts dive into the most important Google & Facebook lessons they learned this year, that will help you be successful in the year to come.
Your lessons will cover:
Account structures that DON'T work.
The most successful ad types for each platform.
Clever ad copy to increase conversions.
The reason video needs to be part of your 2021 plan.
That's only a sneak peek!
B2B content, website, and lead generation programs planning workshopScott Armstrong
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more infomation
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLinkedIn
Learn how to get the most out of LinkedIn in this advanced session that explores smart ways to organize, manage, track, and optimize your campaigns to achieve maximum results.
Expert advertiser and consultant AJ Wilcox shares strategies and tactics for leveraging the LinkedIn platform like a pro. Join AJ and our own in-house demand generation authority Cassandra Clark as they reveal proven techniques for how to:
- Structure campaigns for ease of scale, organization, and reporting
- Drive leads using LinkedIn’s advanced targeting and accurate, first-party data
- Create sophisticated targeting models around key audiences
- Bid strategically and budget effectively to accomplish your goals
- Launch creative and campaigns at scale
- Set up ad tracking for proper attribution
Driving conversions from your LinkedIn AdsLinkedIn
Getting started with conversion tracking is a great first step to measuring the ROI from your LinkedIn ads. Whether you're tracking content downloads or sign-ups for your webinar, we're here to help you succeed with conversion tracking.
Please join us for this webcast where we'll discuss topics from setup to interpreting your conversion results. We'll cover top tips for success when getting up and running with conversion tracking. We'll also help you think through different strategies for using conversion tracking for your marketing objectives.
Also joining us is Priyank Savla from NetBrain, who will share his experiences with conversion tracking. Savla will discuss how he leveraged conversion tracking to keep a pulse on metrics that matters most to NetBrain, and how he used that information to take his LinkedIn strategy to the next level.
In this webcast, you’ll learn:
- Top tips and tricks to help you succeed when setting up conversion tracking
- Use conversion data and metrics, and optimize for each step of the conversion funnel to get the leads you want
- Case Study: Hear from Priyank Savla about how NetBrain used conversion tracking to better understand their leads and use conversion metrics to better optimize their LinkedIn
- Sponsored Content performance
Planning a Content Strategy for Every SituationKapost
Jesse Noyes of Kapost explains how to build an efficient content marketing operation in your organization, and the key processes necessary for every situation.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
Want to ensure your PR is effective? Check out The Most Important PR Checklist for Success in 2019. This includes 10 must-do tactics from brand journalism to influencer and word of mouth marketing to storytelling. And what you need to do and keep in mind.
Financial Advisors’ Use of Social Media Moves from Early Adoption to MainstreamLinkedIn
In order to better understand the role of social media and networks in the financial
services sector, LinkedIn partnered with FTI Consulting to conduct a comprehensive survey of financial advisors in the United States. The study has
revealed new insights into how financial advisors are leveraging social media to drive business, often under restrictive
policies. Findings from the research also show a number of best practices for successful use of LinkedIn to support
ongoing business needs.
Content Marketing Institute Executive Research Series
As more companies have adopted content marketing, one challenge remains pronounced: How should marketing leaders operationalize and scale this nascent discipline? They need a structure that will help them with everything from creating content their audience truly values, to distributing it in places where their customers and prospects are, to continually measuring what works so they can refine their processes.
While organizations of every size need to figure this out, this challenge is more complex for enterprise organizations, as they are charged with collaborating and
proving value at so many different levels of the company.
Additionally, subject matter experts, whose input is so
critical to content creation, may be scattered throughout
the company.
While there is no one right way to structure a content
marketing team — and in fact we found substantial
variances in team structures as they exist today — a
hybrid structure appears to be emerging in which certain
aspects of content marketing are centralized (such as the
identification of key themes/topics and the production of
content), while other aspects are decentralized (such as
the execution of programs by the business unit that has
the subject matter expertise or the geography).
In short, while many leaders are making tangible progress
in these areas — and there are many who feel they are
effective — there is also palpable frustration as these
leaders struggle to truly transform their marketing, which
requires them to transform their cultures.
This report specifically looks at the following areas:
Organizational challenges
Team composition and integration
Budgets and distribution
Content marketing effectiveness
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events.
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
Two tenured digital experts dive into the most important Google & Facebook lessons they learned this year, that will help you be successful in the year to come.
Your lessons will cover:
Account structures that DON'T work.
The most successful ad types for each platform.
Clever ad copy to increase conversions.
The reason video needs to be part of your 2021 plan.
That's only a sneak peek!
B2B content, website, and lead generation programs planning workshopScott Armstrong
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more infomation
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLinkedIn
Learn how to get the most out of LinkedIn in this advanced session that explores smart ways to organize, manage, track, and optimize your campaigns to achieve maximum results.
Expert advertiser and consultant AJ Wilcox shares strategies and tactics for leveraging the LinkedIn platform like a pro. Join AJ and our own in-house demand generation authority Cassandra Clark as they reveal proven techniques for how to:
- Structure campaigns for ease of scale, organization, and reporting
- Drive leads using LinkedIn’s advanced targeting and accurate, first-party data
- Create sophisticated targeting models around key audiences
- Bid strategically and budget effectively to accomplish your goals
- Launch creative and campaigns at scale
- Set up ad tracking for proper attribution
Driving conversions from your LinkedIn AdsLinkedIn
Getting started with conversion tracking is a great first step to measuring the ROI from your LinkedIn ads. Whether you're tracking content downloads or sign-ups for your webinar, we're here to help you succeed with conversion tracking.
Please join us for this webcast where we'll discuss topics from setup to interpreting your conversion results. We'll cover top tips for success when getting up and running with conversion tracking. We'll also help you think through different strategies for using conversion tracking for your marketing objectives.
Also joining us is Priyank Savla from NetBrain, who will share his experiences with conversion tracking. Savla will discuss how he leveraged conversion tracking to keep a pulse on metrics that matters most to NetBrain, and how he used that information to take his LinkedIn strategy to the next level.
In this webcast, you’ll learn:
- Top tips and tricks to help you succeed when setting up conversion tracking
- Use conversion data and metrics, and optimize for each step of the conversion funnel to get the leads you want
- Case Study: Hear from Priyank Savla about how NetBrain used conversion tracking to better understand their leads and use conversion metrics to better optimize their LinkedIn
- Sponsored Content performance
Planning a Content Strategy for Every SituationKapost
Jesse Noyes of Kapost explains how to build an efficient content marketing operation in your organization, and the key processes necessary for every situation.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
Want to ensure your PR is effective? Check out The Most Important PR Checklist for Success in 2019. This includes 10 must-do tactics from brand journalism to influencer and word of mouth marketing to storytelling. And what you need to do and keep in mind.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
Here is our annual piece - 50 Content Marketing Predictions for 2014. Produced by the Content Marketing Institute.
See if the following predictions come true at
Content Marketing World 2014
contentmarketingworld.com
#cmworld
To heck with the vague predictions...here’s three specific predictions:
- Microsoft will buy one, maybe two, media companies in certain industries. The outcome will pave the way for further media purchases throughout the year by non-media companies.
- Red Bull will announce a series of daredevil movies to be produced by Amazon.com.
- At least three Fortune 500 brands will hire a Chief Content Officer.
JOE PULIZZI
@JoePulizzi
FOUNDER
CONTENT MARKETING INSTITUTE
Best digital marketing Services | Brandbay social
If you're a business owner, you understand the importance of having a strong online presence. In today's digital age, the success of your business is largely dependent on your ability to reach and engage with your target audience online. That's where digital marketing comes in.
Digital marketing refers to any marketing efforts that use electronic devices or the internet. It's an umbrella term that includes a range of strategies and tactics, such as search engine optimization (SEO), social media marketing, email marketing, content marketing, wen design, branding and more. When executed effectively, digital marketing can help you reach more potential customers, build brand awareness, and drive conversions.
If you're looking for the best digital marketing services in, look no further than Brandbay social. Here are just a few of the reasons why we're the top choice for businesses in the area.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
Trends + Trendsetters: The Best in B2B Technology Content MarketingNewsCred
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the B2B technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
How To Grow More Website Traffic With Growth Hacking & Inbound MarketingKennedy Andersson AB
If you want to upgrade your company’s ability to get found, get leads and close sales, then this guide should open up your
mind to consider all the elements of a comprehensive inbound marketing programme.
Visual content assets can be a significant contributor to the content marketing process and customer experience. Learn how four Cs — collaborate, customize, communicate, and connect — can help the community of the business manage digital assets.
14 content marketing predictions for 2014 King Content
With the holiday season around the corner, it’s time for the King Content team to take a break from the last-minute client push for content, reflect on the year that was and look to the future with our content marketing predictions for 2014.
What is Content Marketing? (For The Effective Content Marketer) Shana Pilewski
Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
Showcasing your experts to drive brand value and generate leads. In other words, boost brand awareness, brand authority, and learn about the importants of expert content marketing.
Skyword360 Product Webinar — November 15, 2018Skyword Inc.
Offering 360-degree views of the entire enterprise, Skyword360 is the only content marketing platform that combines enterprise-wide visibility and planning with original content creation, distribution, and optimization. Now, you can fuel marketing across channels, divisions, regions, and countries with a consistent, relevant brand story. With TrackMaven's industry benchmarking and insights into the content planning process, you'll have the ability to combine best-in-class analytics with best-in-class content marketing. Consolidate content marketing software across your organization to create unique, synchronized customer experiences that drive measurable results.
Skyword and TrackMaven Join Forces: Webinar with the Founders Tom Gerace and ...Skyword Inc.
The combination of Skyword and TrackMaven integrates insights into the content planning, creation, and activation process. It combines best-in-class analytics with best-in-class content marketing. No more unanswered questions. No more guesswork. Just stories that stand out and drive results, and the ability to demonstrate that you are delivering best-in-class performance.
Connecting with Content: Building Brand and Demand Through Content StrategySkyword Inc.
B2B marketers often struggle with the strategic and tactical complexity of building a content marketing strategy that drives continuous audience engagement and establishes new connections.
In this presentation from Christine Polewarczyk, Service Director of Content Strategy and Operations, SiriusDecisions, and Ray Gilmartin, Senior Director of Product Marketing, Skyword, cover building a successful content strategy.
They review how to:
Develop, organize, and document a content marketing strategy
Infuse brand purpose into your strategy to deliver on brand promises.
Build brand awareness and foster authentic and continuous customer relationships.
Keeping Up with the Algorithms: SEO Best Practices from Skyword [Webinar Slides]Skyword Inc.
Between the moment "Googling" became a verb in the early 2000s to our present reality of search results we can carry in our pockets or ask for aloud, the world of SEO has expanded and evolved so rapidly that many brands have struggled to keep up.
In this webinar, we'll review how to:
Build a solid SEO foundation with your website
Implement a strong keyword strategy
Establish an SEO Style Guide
Optimize content with mobile, voice, and global trends in mind
Learn from your optimization results
Enterprise Planning and Streamlined Navigation from Skyword [Webinar]Skyword Inc.
Ready for a centralized location where you can see all of your content across the enterprise? Learn more about Skyword’s latest release.
Skyword’s May 2018 release incorporates two compelling elements—a visual redesign and an Enterprise Planner. The Skyword Enterprise Planner provides a central location to view all content and marketing activities, empowering you to coordinate internal team efforts and execute global campaigns.
Plan and visualize your content across your campaigns, business regions, divisions, and distribution channels.
Inspiring Trust and Transparency: Skyword's Compliance with GDPR [Webinar]Skyword Inc.
Skyword will be compliant with the EU General Data Protection Regulation (GDPR) when it goes into effect on May 25, 2018. We know that this is top of mind for all of you, and we have been working diligently for months to ensure our platform, policies, and procedures meet GDPR requirements.
Join Skyword's CMO, Tricia Travaline, and Chief Technology and Data Protection Officer, John Mihalik, delivered these slides in a webinar to provide an overview of Skyword's new data protection policies.
Master the Art of Story for Business [Webinar with Robert McKee]Skyword Inc.
Marketers strive to use storytelling in their strategies, but most still struggle to understand the practice and master the craft. Join Robert McKee, story authority and best-selling author, and Tom Gerace, Founder and CEO of Skyword, for a webinar where they discuss the importance of applying storytelling principles to business practices.
Inside the Content Marketing Continuum [Webinar Slides]Skyword Inc.
Clare McDermott, Chief Research Officer, Mantis Research, and Tricia Travaline, Chief Marketing Officer, Skyword, will walk you through the most interesting findings of this year-long survey of 1,000 global content marketers. Learn:
Benchmarks for the practice of content marketing today
The defining characteristics of the most successful content marketers
Areas of focus for advancing your content marketing organization's performance
Brands and Their Contributors: Working Together to Build a Cohesive Social M...Skyword Inc.
This session is geared to brand marketers and contributors, encouraging both to use social media to its full potential. Contributors who build their personal brand on social give themselves a competitive edge, and when they share the content they create for clients they establish themselves as thought leaders in the industry and bring the content to a broader
audience, benefiting their clients and themselves. Brand marketers should encourage their creatives’ brand advocacy by following their contributors on social and tagging them when appropriate.
Lauren DiZazzo, Associate Community Manager, Skyword
Bridget Burns, Social Media Strategist, Tom’s of Maine
Christine Kayser, Senior Content Strategist, Skyword
Angela Tague, Freelance Contributor
Allen Gannett, Founder & CEO, TrackMaven
We are getting sucked into a content marketing death spiral. Brands compete in a race to the bottom, then complain about how hard it is to be heard over the noise. How can we pull ourselves out of the echo chamber and refocus on delivering value? In this session, we’ll take a deep dive into what’s working (and not working) in marketing today. Allen Gannett will outline the headwinds marketing executives face in scaling an effective digital marketing program and leave you with five clear strategies to course-correct your organization’s approach to digital.
Reimagining the Patient Experience: Content Marketing & Digital Experience De...Skyword Inc.
Developing an insightful content marketing strategy that anticipates consumers’ need for meaningful health information can go a long way towards helping healthcare organizations reach their target audiences and build relationships. But many marketers, wary of navigating this heavily regulated industry, have made scant progress. This discussion will dive deep into the ins and outs of content marketing in the healthcare continuum, where Dignity Health is adapting to the needs of patients and communities to create proactive and personalized experiences from click to clinic.
Sho Balkian, Digital Content Manager, Dignity Health
Dee Mostofi, Director of Public Relations, Dignity Health
Nick Cifuentes, Senior Director, Digital Engagements, Dignity Health
JD Singh, SEO Manager, Dignity Health
Scott Ludwig, Senior Director, Content Services, Skyword
Beers with Engineers: Getting a Firsthand Look at Skyword’s Product VisionSkyword Inc.
Come join Skyword’s engineers and get a sneak peek at some upcoming features to the Skyword Platform. This open-dialogue session will give attendees an opportunity to discuss the challenges they face as marketers. We’ll create an open forum where you can inspire what the Skyword team will build next to make content marketing an easier and more sustainable process. And yes, beers will be provided!
John Mihalik, CTO, Skyword
Cara Rickard, User Experience Architect, Skyword
Jim Fischer, Product Manager, Skyword
Machine Learning and the Human Endeavor: How AI is Being Applied to the Futur...Skyword Inc.
As marketers, do we fully understand what AI is or the implications it will have on our careers and lifestyles? Join Skyword’s CTO, John Mihalik, for a session on the advancements of AI, what the different levels of AI are, and what they mean for marketers.
John Mihalik, CTO, Skyword
Creating Trends, Not Just Following Them: How IBM & Other Top Brands Have Ear...Skyword Inc.
Every marketer wants to be a leader in their industry; they want to be creating trends, not following them. How do you accomplish that with content? It takes the perfect fusion of industry expertise, research, and creative thinking to be innovative. This session will examine what goes into becoming a true thought leader. We’ll unpack how marketers can challenge themselves to shake up the status quo and think bigger—and how expert contributors leverage their personal passions and experience to deliver stories that exceed their clients’ expectations.
Casey Nobile, Editorial Director, Skyword
Molly Berry, Community Manager, Skyword
Ray Hainer, Senior Director, Content Services, Skyword
Kyle Harper, Digital Marketer, Freelance Writer
Pam Jones, World Wide Digital Marketing Strategist, IBM
Cultivating Your Individual Voice: When a Publication Looks Beyond Brand ToneSkyword Inc.
When you’re a writer in content marketing, you constantly hear that you need to follow content creation guidelines and brand voice and tone. But what if a brand is looking to create a publication with individual and unique voices throughout?
We will discuss how writers can cultivate their voice while still giving clients what they need to help brands create true publications.
Tom Hardej, Editorial Director, Skyword
Ben Chamas, Senior Editorial Manager, Skyword
Laurie Mega, Content Director, FEN Learning
Liz Alton, Skyword Contributor
Skyword Platform Tips & Tricks: Content Marketing Made EasierSkyword Inc.
Combine the power of Skyword’s technology with a white glove services team, and what do you get? Unprecedented content marketing genius. Take your marketing strategy to the next level. We’ll ensure you get more comfortable with the Skyword Platform by learning the tricks and tools to capitalize on to kickstart your content marketing strategy.
Megan Menesale, Director, Product Marketing, Skyword
Jim Fisher, Product Manager, Skyword
Marc Wasserman, Customer Success Manager, Skyword
Allie Chartoff, Director, Content Services, Skyword
Aligning Technology Stack and Content for Digital TransformationSkyword Inc.
We will explore the steps that McKesson has taken on their digital
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2. Skyword - Agency Content Innovators - Introduction
Introductionby John T. Shea
Vice President of Agency Sales
and Development at Skyword
Boston, Massachusetts
The agency land grab for Content Marketing went into full force in 2013.
We saw all types of agencies get into the content marketing game by
hiring editorial talent, assembling scalable workflows and adopting
various approaches to crowd-sourced content creation.
1
Creative
Agencies
Brand-Building Online
Content
Marketing
Media
Agencies
Public Relations
Agencies
Digital
Agencies
Storytelling
Real-Time Marketing
Native Advertising
CRM
Customer Acquisition
“
Connect with John:
www.linkedin.com/pub/john-t-shea/4/26/944
3. Skyword - Agency Content Innovators - Introduction
Here at Skyword, we’ve learned a lot about what it takes to be successful
in content marketing by working directly with brands and by supporting
content innovation and execution at many leading agencies. Throughout
2013, we conducted interviews with several agency executives who
focused on driving innovation in content services. The interviews revealed
several common obstacles as well as some helpful insights on how to
overcome them.
The interviews confirmed that agency marketers face 7 critical imperatives
when building a content marketing practice that require them to:
1. EXPLORE NEW ORGANIZATIONAL STRUCTURES
2. FIND NEW WAYS TO REACH AND ENGAGE THE ALWAYS-ON
CONSUMER
3. INSPIRE CREATIVE STORYTELLING
4. EXPLORE NEW MODELS TO SOURCE CREATIVE TALENT
5. BUILD SCALABLE PROCESSES FOR CONTENT CREATION
6. LEVERAGE DATA TO DRIVE CONTENT STRATEGY
7. QUANTIFY THE ROI OF CONTENT MARKETING
The overall content marketing opportunity is now at 44 billion dollars.
How much of that will be reserved for agencies rests with their ability to
develop compelling content services that unlock enterprise value. Content
is being embraced by B2B and B2C marketers alike because of its ability
to build brand equity in the digital space. As a result, all agencies must
be versed in the digital content marketing process in order to succeed.
Included in this eBook are highlights from our interview series, which
delved deeper into these imperatives.
I hope you enjoy our eBook on Agency Innovation. I invite you to continue
the conversation on Twitter using the hashtag #agencyinnovators as well
as by connecting with me directly. We hope to power Content Marketing
Execution at many more agencies in 2014.
2
“
4. EXPLORE NEW MODELS
TO SOURCE
Creative Talent
Skyword - Agency Content Innovators - Table Of Contents
Table of
CONTENTS
EXPLORE NEW
Organizational
Structures
BUILD
SCALABLE PROCESSES FOR
Content Creation
Leverage
Data
TO DRIVE CONTENT STRATEGY
QUANTIFY THE ROI OF
Content
Marketing
FIND NEW WAYS
TO REACH AND ENGAGE THE
Always-on
Consumer
07. 16.
19.
21.
09.
11.
14.
INSPIRE
Creative
Storytelling
3
5. Skyword - Agency Content Innovators - Contributors
CONTRIBUTORS
Follow Anjali: https://twitter.com/anjali28
Follow PHD UK: https://twitter.com/PHD_UK
Follow Craig: https://twitter.com/cheimbuch
Follow Barefoot Proximity: https://twitter.com/bProx
Head of Innovation at PhD
London, United Kingdom
Senior Content Strategist
at BareFoot Proximity
Cincinnati, Ohio
Anjali Ramachandran
Craig Heimbuch
4
6. Follow Kiersten: https://twitter.com/KierstenLawson
Follow Waggener Edstrom: https://twitter.com/WaggenerEdstrom
Content Strategy Director
at Waggener Edstrom
Portland, Oregon
Kiersten Lawson
Skyword - Agency Content Innovators - Contributors
Follow Lisa: https://twitter.com/LisaBarone
Follow Overit: https://twitter.com/overit
Vice President of Strategy
at Overit Media
Albany, New York
Lisa Barone
Follow Michael: https://twitter.com/Britopian
Follow WCG: https://twitter.com/wcgworld
Group Director at WCG,
a W2O Company
San Francisco, California
Michael Brito
5
7. Skyword - Agency Content Innovators - Contributors
Follow Scott: www.linkedin.com/pub/scott-schneider/3/164/24b
Follow Ruder Finn: https://twitter.com/RuderFinn
Follow Ruben: https://twitter.com/CentralSQ
Follow Skyword: https://twitter.com/skyword
Follow Steve: https://twitter.com/SteveKerho
Follow MXM: https://twitter.com/MXMTweets
Chief Digital Officer at Ruder Finn
New York City, New York
Director of Marketing at Skyword
Boston, Massachusetts
Chief Strategy Officer
at Meredith Xcelerated Marketing
Los Angeles, California
Scott Schneider
Ruben Sanchez
Steve Kerho
6
8. Skyword - Agency Content Innovators
7
1
Chapter
Explore New
ORGANIZATIONAL
STRUCTURES
“
Just like agencies struggled to integrate digital operations through every aspect of the
organization, the same commitment needs to take place around content creation. The
change will call for new roles in every department, the education of traditional agency
people, and the retooling of production processes. Like all big industry shifts, the vision
needs to start with the senior management team.
Phil Johnson, CEO, PJA Advertising + Marketing
9. “
“
“
Chapter 1: Explore New Organizational Structures
Being as steeped in the brand as possible is key, and also being as
connected to the cultural happenings around the brand’s demographic.
Often enough brands are unintentionally so close to their own brand and
brand experiences that they only anecdotally see what their competitors
are doing. An agency can often help bring that moment of opportunity
clarity.
Depending on the type of content that [a client] is missing, it may take
more than one agency to create, curate, and distribute it. The clients will
also be heavily involved, more so than advertising development. The
better agencies are open to such outcomes and are more interested in
doing the right thing for their client than always keeping work in-house.
We are organized along practices such as CRM, mobile, or analytics, and
around business verticals such as CPG and automotive. Clients have a
single point of contact, the group director. Our internal processes and
supporting deliverables are key to our solutions. For example, most
agencies rely on a creative brief, instead we use an engagement brief,
which is designed around consumer insights, and content catalysts to
ensure relevancy.
I think most digital agencies and divisions were inherently created to
address two things: to capture market share of the obvious (and ever
growing) digital business opportunity, and to look toward the future of
communications. While most PR agencies do not have a major focus on
emerging technologies, their digital arms do. The technology will come
first, and that will drive the new ways people communicate. The agencies
that understand what the technical trends are and how they could marry
cultural trends will be on top of their game.
Scott Schneider of Ruder Finn
Steve Kerho of MXM
Scott Schneider of Ruder Finn
8
10. “
Great content marketing is about connecting with people by telling compelling stories.
When it’s done right, it doesn’t feel like marketing and will engage even the busiest
consumer. Great content engages people, creates experiences, helps people find
answers and valuable, relevant information. At AMP, we shifted the mindset from selling
to storytelling. Our content strategies are consumer centric – rooted in an understanding
of how the customer consumes - and shares - content and the type of preferred content.
Gary Colen, CEO, AMP Agency
Skyword - Agency Content Innovators
9
2
Chapter
Find New Ways
To Reach And Engage The
ALWAYS-ON
CONSUMER
11. Chapter 2: Find New Ways To Reach And Engage The Always-On Consumer
“
“
“
The average brand must keep content fresh across an average of 178
online properties. Each of us as consumers must decide which content
to peruse or more deeply explore among an average of 3,000 brand
impressions we encounter per day... Release and finesse [content],
because you can no longer command and control [it].
The idea is to create feedback loops to constantly improve the health
of the content libraries on our clients’ sites. For a person like me,
it’s the perfect fusion of left and right brains. I’m focused on driving
and understanding user participation - from UGC to social sharing -
and establishing a means to understand the value of each step. The
notion of a hash tag fascinates me. In my mind, it’s the new frontier of
personalization - having your brand so strongly represent something that
users incorporate it into self-identification. Completely fascinating.
This is about a fundamental shift from content that is campaign based to
content that is designed for an always-on environment... We have fully
transitioned to a consumer-controlled pull environment. Consequently,
the biggest challenge marketers face today is how to populate their
ever-growing ecosystems with content that engages. It is less about the
delivery mechanism and more about the content that is being delivered.
Kiersten Lawson of Waggener Edstrom
Craig Heimbuch of Barefoot Proximity
Steve Kerho of MXM
10
13. Chapter 3: Inspire Creative Storytelling
“
“
“
I look toward film/TV/commercial directors. I find that they are at a great
intersection of creativity and discipline. Someone who can tell a beautiful
story in 30 or 15 seconds. With media consumption what it is today (and
where it is going), the short form storytellers of our time will be inherently
great marketers.
I’m a big believer that too much time spent online or consuming other
marketing is counterproductive to your own creativity and output. For
inspiration and ideas, I get offline. I just bought a house in the country
and I’ve found that spending a lot of time on my back deck, thinking
and observing, really helps me stay creative and fuel new ideas. Also,
consuming information and projects completely outside of the marketing
world is something that I’ve felt has helped me.
It’s not about finding or contriving ways for brands to inject themselves
into a content category; it’s about focusing on what’s driving the most
meaningful results. That has spilled over into my personal life as well and
will probably continue to be a big influence. I have a note stuck to the wall
next to my desk that reads: “Content, even great content, is dead until it’s
found, consumed, shared, and acted upon.” It’s sort of our motto. Content
can’t be done in a silo; it has to be the connective tissue for a brand’s
digital ecosystem.
Scott Schneider of Ruder Finn
Lisa Barone of Overit
Craig Heimbuch of Barefoot Proximity
12
14. Chapter 3: Inspire Creative Storytelling
“
“
“
I have been able to consistently carve out or seize new opportunities to
drive the evolution of how the agency helps clients tell and elevate stories
that deliver breakthrough results. Curiosity is a core value of WE, and one
I share with passion... I’m a firm believer that creativity, innovation, and
contentment are best fueled by an eclectic and tireless consumption of art
and information.
Agency innovators are, people who filter and make sense of information
with a business hat firmly on (and then use that to speak to people in
ways that are useful, entertaining, or informative) and are champions of
creativity... In a typical agency structure, there are multiple specialists -
digital, SEO, social, client services, planning, design, and so on - who are
extremely talented at their specific roles. But what stands out for clients is
the impact of the agency’s willingness and ability to defend creative ideas
on creativity itself.
We always joke that good digital content takes a village. Well, so
does innovative problem solving. I have seen creative teams develop
groundbreaking ideas about measurement. And analytics teams that have
created brilliant campaign ideas. This is only possible when teams work in
an environment where this type of problem solving is not only respected
but also encouraged and rewarded.
Kiersten Lawson of Waggener Edstrom
Anjali Ramachandran of PHD UK
Steve Kerho of MXM
13
15. Skyword - Agency Content Innovators
14
4
Chapter
Explore New Models To
SOURCE
CREATIVE TALENT
16. Chapter 4: Explore New Models To Source Creative Talent
“
“
We rely on our local office practice heads to dictate who and what we
need. We try to drive our digital standards from our HQ in NYC, but the
local offices build on top of that.
The most difficult challenges are the obvious ones: bridging the cultural
and logistic barriers, and understanding how one piece of web content
plays in one market and how it needs to be adjusted in another. The
local platforms are not as relevant as the web content. Also, everyone
talks about the time difference often being an advantage because one
team can work while the other sleeps, but that never really works well.
Collaborating humans need as many real-time touch points as possible.
Waiting eight hours to ask a colleague a quick question just slows things
down.
I came to the agency while doing what every journalist does out of habit:
googling job opportunities. Barefoot Proximity was getting set to launch
ManoftheHouse.com and had a listing for a “Men’s Magazine Editor.” Since
I was one of only two people in Cincinnati who could make that claim, it
seemed like a natural fit. The work has evolved over the course of time.
It was, in a way, kismet that a person of my background could suddenly
have access to such knowledge and tools and has been a real boost to my
career, let alone my enthusiasm.
Scott Schneider of Ruder Finn
Craig Heimbuch of Barefoot Proximity
15
17. Skyword - Agency Content Innovators
16
5
Chapter
Build
SCALABLE
PROCESSES
For Content Creation
“
The biggest problem organizations face around content is how to deliver a meaningful
and relevant content experience for their users. This means starting with a strategy that
clearly defines which content is necessary, identifying the mechanisms to support it, and
providing up-to-date and timely content for the many channel outputs to which their
users engage. Now and in the future, the largest challenge will be how to support the
content required to deliver meaningful, relevant and timely experiences. Or succinctly
put, getting the right content to the right user at the right time.
Kevin P Nichols, Director and Global Practice Lead,
Content Strategy, Sapient
18. Chapter 5: Build Scalable Processes For Content Creation
“
“
“
The technology that interests me the most is around governance
and workflow. As a marketer, you’d think it would be technology for
automation, customer acquisition, contests, or sweepstakes. Content
and marketing governance is a huge challenge today and many brands
struggle with it. Having a workflow that has built in controls from content
ideation to creation to curation to approval to distribution and then
optimization are much more important in my mind.”
I’m particularly excited about a product we’ll be launching soon that will
provide customizable packages of content marketing techniques for
companies to implement to boost their bottom line. Our solution will
suggest precise, easily implementable and scalable content marketing
components based on the business priorities, budget parameters, and
unmet opportunity areas unique to each organization that engages with
us.
What needs to change at traditional agencies is the pace at which they
work. A lot has been said about agile planning... but being flexible and
quick to listen and respond to the needs of people is more important than
ever before, whether this is through product or communication.
Michael Brito of WCG, a W2O Company
Kiersten Lawson of Waggener Edstrom
Anjali Ramachandran of of PHD UK
17
19. Chapter 5: Build Scalable Processes For Content Creation
“
“
We have several custom products and services including customer
engagement measures, a mobile readiness score, and a highly refined
customer journey and content audit methodology. We jointly leverage
consumer insights, through syndicated and custom research, to better
understand our target. And we jointly work on various content, media,
and engagement assignments. The media and marketing services arena is
only coming closer together.
First off, we have as many face-to-face meetings as possible. While the
time difference is tricky, we have regular weekly Skype calls with Asia and
the UK. We also make sure to use rigorous project management software.
It is the soft (people centered) and hard (tools) approach that works best.
We also ensure our business benchmarks are setup at all times, so we can
always see how profitable a project is in real-time.
Steve Kerho of MXM
Scott Schneider of Ruder Finn
18
20. Skyword - Agency Content Innovators
19
6
Chapter
To Drive Content Startegy
LEVERAGE
DATA
21. Chapter 6: Leverage Data To Drive Content Strategy
“
“
The human race now produces over 800 exabytes of information a year.
To put that in perspective - and I always find it fascinating when I see this
bit of information - we created only five exabytes of information between
the dawn of civilization and 2003. We are now a data-obese generation, as
Google’s chief economist Hal Varian says. To make sense of all this data,
we need filters in agencies as much as we do in our daily lives - and that
information needs to be distilled and translated into a usable form.
I’ve worked really closely with our measurement and optimization team
on two key innovations. The first is called Content Efficacy, which is a
proprietary algorithm that measures content value to specific stages of
the path to purchase - discovery, engagement, and conversion. It helps us
identify what content is working hardest to drive specific business results
and helps us understand the relationships between individual pieces of
content as it relates to overall effectiveness. We use this data to drive
optimization - which we call Content Darwinism - soup-to-nuts, everything
from headline treatment to individual authors, content partners, topics,
formats, and lengths.”
Anjali Ramachandran of PHD UK
Craig Heimbuch of Barefoot Proximity
20
22. Skyword - Agency Content Innovators
21
7
Chapter
Quantify The ROI Of
CONTENT
MARKETING
23. Chapter 7: Quantify The ROI Of Content Marketing
“
“
“
“
Success in general can be measured in innumerable ways. To us, the
key is to ensure each campaign’s discovery process takes bottom-line
business objectives into consideration and that some form of KPIs have
been identified so the value of the effort can be later measured, and
future content efforts can be informed by those findings. The payoff of
content strategy thus multiplies over time.
A content audit is the ideal tool to identify and prioritize content gaps.
Content gaps that are aligned with ROI opportunities along the customer
journey should be the first priority. Savvy clients are able to model the lost
revenue for these ROI focused content gaps.
How do you identify the opportunity for ROI with content...
...Working with an agency that offers content marketing services can
help you get your ducks in a row and get that process and strategy down
so you can focus on the content. But many agencies will start creating
content without that initial planning. And that’s where bad things can
happen - like lost dollars.
The key to measuring content performance is through engagement
measures. We create custom engagement measures for our clients. We
incorporate the unique features of each client and their ecosystems into
our engagement scoring process. In general, engagement is based on
a combination of recency, frequency, and depth of interaction for each
channel, both individually and in aggregate.
Kiersten Lawson of Waggener Edstrom
Steve Kerho of MXM
Lisa Barone of Overit
Steve Kerho of MXM
22
24. Skyword - Agency Content Innovators - Conclusion
Conclusionby Ruben Sanchez
Director of Marketing at Skyword
Boston, Massachusetts
Each interview confirmed that more clients are explicitly asking their
marketing agencies for content. Built into these requests for content is a
desire to transform the way brands relate to people. In order to begin to
genuinely engage audiences and form lasting relationships, brands have
to translate their value into digital experiences and digital content.
Since 2010, Skyword has built software and a services team committed
exclusively to helping agencies create original quality content for their
clients. We’ve done this because we believe that now is the time for
agencies to illuminate a clear path for clients invested in building brands
online. In order to help leading agencies shine a light on effective
solutions for publishing content, Skyword has developed a number of
content marketing frameworks that align to the marketing goals and
objectives that matter most.
In addition, we work with our agency partners to clarify their own
perspective and approach to delivering content services. This is because
- beyond providing the infrastructure for successful content publishing -
agencies must also provide a vision for content marketing success.
23
“
Connect with Ruben:
www.linkedin.com/in/rubendsanchez
Follow Skyword: https://twitter.com/Skyword
25. Agency content marketing is an exciting area that shows huge promise.
Each new #agencyinnovators interview confirms this for me. As a former
agency marketer, I’m energized to learn about the unique value and
powerful delivery that agencies are bringing to their clients.
As a marketer at a technology company, I’m thrilled to pass our collective
learning on to you. Thank you for reading.
www.skyword.com
http://www.skyword.com/contentstandard/
You can find the original agency interviews in their entirety here:
http://www.skyword.com/contentstandard/innovator-series/agency-innovators/
Contact Skyword
+1.855.SKYWORD
+1.855.759.9673
sales@skyword.com
“
Skyword - Agency Content Innovators - Conclusion
24