SlideShare a Scribd company logo
Brand evolution in a search and
                      socially driven world
              How IBM reaches customers today

Tom Gerace, CEO, Skyword                                     @tomgerace
                                                             @lcreiser
Leslie Reiser, Program Director, WW Digital Marketing, IBM
                                                                 #cmworld
Brand Narcissist: It’s All About Them




                                 @tomgerace
                                 @lcreiser

                  2
                                     #cmworld
Boring Brand: No One is Listening




                               @tomgerace
                               @lcreiser

                 3
                                    #cmworld
The Most Interesting Brand in the World




                                  @tomgerace
                                  @lcreiser

                  4
                                      #cmworld
How to Be The Most Interesting
Brand in the World

•   Be in the right places…
•   With the right people…
•   Have extraordinary experiences…
•   And something interesting to say
    • It‟s not about you, it‟s about what fascinates them




                                                            @tomgerace
                                                            @lcreiser

                                5
                                                                #cmworld
The Right Places



                   @tomgerace
                   @lcreiser


                       #cmworld
Search is the Primary Gateway
to Consumers
• 2011 US Internet Ad
  Revenues were $31B

• 2011 US SEM investment
  ($14.8B) represents 46.5% of
  total.

• Mobile is fastest growing
  segment +149% Y/Y to $1.6B

• Retail is largest industry
  category by online ad spend
  at 22%.

• 69% of ad spend is
  performance based              http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2011.pdf
  (e.g. Traffic acquisition)
                                                                                                       @tomgerace
                                                                                                       @lcreiser

                                             7
                                                                                                             #cmworld
Consumers Are Searching for Information

       18 billion searches for information each month
                                200 million       per day




                     36 billion   times information is shared through
                                  social channels each month




    2.7 billion       per day
                                                          @tomgerace
                                                          @lcreiser

                        8
                                                              #cmworld
The Right People



                   @tomgerace
                   @lcreiser


                       #cmworld
The Right People


               Expert   Influencer   Enthusiast




                                       @tomgerace
                                       @lcreiser

                   10
                                           #cmworld
Extraordinary experiences with
something interesting to say…



                           @tomgerace
                           @lcreiser

              11
                               #cmworld
Original, High-quality Content Reaps
Rewards

    All those people who have been doing, for
 lack of a better word, „over optimization‟ or
 „overly‟ doing their SEO, compared to the
 people who are just making great content
 and trying to make a fantastic site, we
 want to make that playing field a little bit
 more level.
 Matt Cutts, Google‟s spam chief (March 2012)



                                                @tomgerace
                                                @lcreiser

                                  12
                                                    #cmworld
In Fact…It Ranks as the #1 SEO Tactic


     #1




                                @tomgerace
                                @lcreiser

                 13
                                    #cmworld
Quality Content Builds SEO
Organic Keyword Results: Skyword health and beauty client
30.0K
              Our site quality algorithms are aimed at
            helping people find “high-quality sites” by
            reducing the rankings of low- quality content.
                                                                 JAN 2012
22.5K       Amit Singhal, Google Fellow
                                                                 Google‟s
                                                                 Panda 3.2
                                                                 update

15.0K
                          JAN 2011
                                                   OCT 2011
                  Content marketing
                                                    Google‟s
            program launches on site
                                                   Panda 2.5
7.5K                                                 update

                                                                             Source: Spyfu.com
        MAR 10    JUL 10     NOV 10       MAR 11     JUL 11    NOV 11   MAR 12       JUL 12

                                                                             @tomgerace
                                                                             @lcreiser

                                           14
                                                                                  #cmworld
Quality Content Engages Consumers




      The right content provides
    consumers with the info they
       seek and builds trusted
   relationships before they even
     think of making a purchase



                                         @tomgerace
                                         @lcreiser

                                    15
                                             #cmworld
Quality Content Takes Different Forms
News vs. Evergreen

                                          Beauty advisors providing tips to
                                          consumers on Walgreens‟ web site




    Connected technology bloggers
    providing analysis of breaking tech
    news on IBM‟s microsite for SMBs



                                                                              @tomgerace
                                                                              @lcreiser

                                           16
                                                                                  #cmworld
How IBM is Becoming The Most Interesting
Brand in the World To Midsize Businesses




                                  @tomgerace
                                  @lcreiser

                  17
                                      #cmworld
IBM Business Challenge


    To generate interest and demand for
    IBM's midsize business portfolio by
    increasing awareness and
    “findability” through popular search
    engines and news services




                                           @tomgerace
                                           @lcreiser

                     18
                                               #cmworld
IBM Influencer Program
                                                         Influencers
                                          • Business Partner – IBM Midmarket
                                            Business Partners who have graduated
Business Partner               58%          Social Media Bootcamp
                                          • Blogger – Identified and compensated to
Blogger            3%                       author blog posts related to IBM‟s
                                            Midmarket prioritized solutions
Owned              1%                     • Owned – Conversation Managers and
                                            Curators speaking from the IBM Voice (in
News Writer         4%                      LinkedIn, Facebook, Twitter, Spiceworks)
                                          • News Writer – Creating news articles
Forward Thinker    1%                       optimized for Google News aligned to
                                            IBM Midmarket agenda
Comm/Press               29%              • Forward Thinker – IBMers represented as
                                            Forward Thinkers on Midmarket ibm.com
                                            websites
Analyst             4%
                                          • Communications/Press
                                          • Analyst


                                                                            @tomgerace
                                                                            @lcreiser

                                     19
                                                                                   #cmworld
IBM: Content Strategy
Well choreographed and activated content becomes the missing
connective tissue between decision makers and IBM

                                                                    IBM has a
                                                                   solution for
                                                                       me




                                                        ACTIVATE
             CURATE                   CREATE




                                                                          MM IT
                        CONTENT                                         Profession
              • Re-imagine existing content assets                          al
              • Leverage IBM influencers
              • Fuel new creative
              • Maximize IBM owned channels
              • 8 week / 8 days / 8 hours / 8 minutes
                                                                           @tomgerace
                                                                           @lcreiser

                                                   20
                                                                                  #cmworld
IBM Midsize Insider



                      • Identify and engage leading
                        industry writers
                      • Leverage unbiased voices
                      • Create news content that
                        addresses technology needs
                        of audience
                      • Tier-based on
                        reach, influence and
                        objective
                      • Forge strategic partnerships
                                           @tomgerace
                                           @lcreiser

                 21
                                                #cmworld
How to Be Seen in the Right Places




                                @tomgerace
                                @lcreiser

                 22
                                    #cmworld
Content Fuels POE
                                PAID
                      Display Ads
                      SEM
                      Sponsorships


                                   OWNED


 content                    Web Site
                            Mobile Site
                            Blog
                            Twitter Account


                                EARNED
                       WOM
                       Buzz
                       Viral

                                               @tomgerace
                                               @lcreiser

                23
                                                   #cmworld
Publish Everywhere
                       250 million members



                       130 million members



                       850 million members



                        2 million members



                     60 million monthly visitors


                                     @tomgerace
                                     @lcreiser

                24
                                          #cmworld
Speak the Audience’s Language

               Who‟s primarily responsible for
               finding and implementing CRM in
               your organization?

               This article says IT is often the group charged
               with buying and implementing CRM. Is that the
               right way to go about it?


               Take our poll: Who should “own” CRM?
               Sales…Marketing…IT…Customer Care…



               How to #fail at #CRM – The most common
               mistakes to avoid. http://bit.ly/McJoBs


                                                       @tomgerace
                                                       @lcreiser

                  25
                                                           #cmworld
Results




        1,158 news articles publishes on Skyword Platform
        56X monthly content growth
        38 expert contributors
        70,000 visits and 95,000 page views from 171 countries from 3/22– 6/18 2012
        1.2% CTR to IBM.com compared to .5% industry average           @tomgerace
                                                                       @lcreiser

                                    26
                                                                            #cmworld
Stay Thirsty… for Information… My Friend.




                                  @tomgerace
                                  @lcreiser

                  27
                                      #cmworld

More Related Content

Viewers also liked

Tableau - Make your SEO data work for you!
Tableau - Make your SEO data work for you!Tableau - Make your SEO data work for you!
Tableau - Make your SEO data work for you!
Renco Smeding
 
Website speed optimization techniques
Website speed optimization techniquesWebsite speed optimization techniques
Website speed optimization techniques
ValueCoders
 
Data Drive Marketing - SEO Data Visualization
Data Drive Marketing - SEO Data VisualizationData Drive Marketing - SEO Data Visualization
Data Drive Marketing - SEO Data Visualization
Ryan Jones
 
Content – an illustrated history
Content – an illustrated historyContent – an illustrated history
Content – an illustrated history
Philip Sheldrake
 
How Industry Leading Brands Use Content to Drive Lead Generation
How Industry Leading Brands Use Content to Drive Lead GenerationHow Industry Leading Brands Use Content to Drive Lead Generation
How Industry Leading Brands Use Content to Drive Lead Generation
Uberflip
 
Approaches to Structured Data for SEO
Approaches to Structured Data for SEOApproaches to Structured Data for SEO
Approaches to Structured Data for SEO
Aaron Bradley
 
Journalism facing the Internet oligopoly: Google, Facebook and news infomedi...
Journalism facing the Internet oligopoly: Google, Facebook and news infomedi...Journalism facing the Internet oligopoly: Google, Facebook and news infomedi...
Journalism facing the Internet oligopoly: Google, Facebook and news infomedi...
smyrnaios
 
Google News & How To Make It Work For You
Google News & How To Make It Work For YouGoogle News & How To Make It Work For You
Google News & How To Make It Work For You
Organical - The SEO Experts
 
Flash Fires: Crisis Communications in the Age of NOW
Flash Fires: Crisis Communications in the Age of NOWFlash Fires: Crisis Communications in the Age of NOW
Flash Fires: Crisis Communications in the Age of NOW
Sandra Fathi
 
Une critique des études du journalisme en ligne
Une critique des études du journalisme en ligne Une critique des études du journalisme en ligne
Une critique des études du journalisme en ligne
smyrnaios
 
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Rand Fishkin
 
Crawl Budget Optimization - SMX München 2016
Crawl Budget Optimization - SMX München 2016Crawl Budget Optimization - SMX München 2016
Crawl Budget Optimization - SMX München 2016
Bastian Grimm
 
Fast Growing Companies: 10 SEO Lessons Learned
Fast Growing Companies: 10 SEO Lessons LearnedFast Growing Companies: 10 SEO Lessons Learned
Fast Growing Companies: 10 SEO Lessons Learned
Philipp Klöckner
 
Getting Data with import.io | SEO CAMPIXX 2016
Getting Data with import.io | SEO CAMPIXX 2016Getting Data with import.io | SEO CAMPIXX 2016
Getting Data with import.io | SEO CAMPIXX 2016
Kerstin Reichert
 
SEO: SERPs im Wandel - SMX Munich 2017
SEO: SERPs im Wandel - SMX Munich 2017SEO: SERPs im Wandel - SMX Munich 2017
SEO: SERPs im Wandel - SMX Munich 2017
Philipp Klöckner
 
Les GAFAM, notre oligopole quotidien
Les GAFAM, notre oligopole quotidienLes GAFAM, notre oligopole quotidien
Les GAFAM, notre oligopole quotidien
smyrnaios
 
Pagespeed what, why, and how it works
Pagespeed   what, why, and how it worksPagespeed   what, why, and how it works
Pagespeed what, why, and how it works
Ilya Grigorik
 
Fed Ex Corp. Strategy
Fed Ex Corp. StrategyFed Ex Corp. Strategy
Fed Ex Corp. Strategy
guest527dd8e98
 
The Remarkable SEO Power of Republishing
The Remarkable SEO Power of RepublishingThe Remarkable SEO Power of Republishing
The Remarkable SEO Power of Republishing
Rand Fishkin
 

Viewers also liked (19)

Tableau - Make your SEO data work for you!
Tableau - Make your SEO data work for you!Tableau - Make your SEO data work for you!
Tableau - Make your SEO data work for you!
 
Website speed optimization techniques
Website speed optimization techniquesWebsite speed optimization techniques
Website speed optimization techniques
 
Data Drive Marketing - SEO Data Visualization
Data Drive Marketing - SEO Data VisualizationData Drive Marketing - SEO Data Visualization
Data Drive Marketing - SEO Data Visualization
 
Content – an illustrated history
Content – an illustrated historyContent – an illustrated history
Content – an illustrated history
 
How Industry Leading Brands Use Content to Drive Lead Generation
How Industry Leading Brands Use Content to Drive Lead GenerationHow Industry Leading Brands Use Content to Drive Lead Generation
How Industry Leading Brands Use Content to Drive Lead Generation
 
Approaches to Structured Data for SEO
Approaches to Structured Data for SEOApproaches to Structured Data for SEO
Approaches to Structured Data for SEO
 
Journalism facing the Internet oligopoly: Google, Facebook and news infomedi...
Journalism facing the Internet oligopoly: Google, Facebook and news infomedi...Journalism facing the Internet oligopoly: Google, Facebook and news infomedi...
Journalism facing the Internet oligopoly: Google, Facebook and news infomedi...
 
Google News & How To Make It Work For You
Google News & How To Make It Work For YouGoogle News & How To Make It Work For You
Google News & How To Make It Work For You
 
Flash Fires: Crisis Communications in the Age of NOW
Flash Fires: Crisis Communications in the Age of NOWFlash Fires: Crisis Communications in the Age of NOW
Flash Fires: Crisis Communications in the Age of NOW
 
Une critique des études du journalisme en ligne
Une critique des études du journalisme en ligne Une critique des études du journalisme en ligne
Une critique des études du journalisme en ligne
 
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
 
Crawl Budget Optimization - SMX München 2016
Crawl Budget Optimization - SMX München 2016Crawl Budget Optimization - SMX München 2016
Crawl Budget Optimization - SMX München 2016
 
Fast Growing Companies: 10 SEO Lessons Learned
Fast Growing Companies: 10 SEO Lessons LearnedFast Growing Companies: 10 SEO Lessons Learned
Fast Growing Companies: 10 SEO Lessons Learned
 
Getting Data with import.io | SEO CAMPIXX 2016
Getting Data with import.io | SEO CAMPIXX 2016Getting Data with import.io | SEO CAMPIXX 2016
Getting Data with import.io | SEO CAMPIXX 2016
 
SEO: SERPs im Wandel - SMX Munich 2017
SEO: SERPs im Wandel - SMX Munich 2017SEO: SERPs im Wandel - SMX Munich 2017
SEO: SERPs im Wandel - SMX Munich 2017
 
Les GAFAM, notre oligopole quotidien
Les GAFAM, notre oligopole quotidienLes GAFAM, notre oligopole quotidien
Les GAFAM, notre oligopole quotidien
 
Pagespeed what, why, and how it works
Pagespeed   what, why, and how it worksPagespeed   what, why, and how it works
Pagespeed what, why, and how it works
 
Fed Ex Corp. Strategy
Fed Ex Corp. StrategyFed Ex Corp. Strategy
Fed Ex Corp. Strategy
 
The Remarkable SEO Power of Republishing
The Remarkable SEO Power of RepublishingThe Remarkable SEO Power of Republishing
The Remarkable SEO Power of Republishing
 

Similar to “How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent Traffic Soaring”

“Twitter Will Win — And With the Right Plan of Attack, So Will You”
“Twitter Will Win — And With the Right Plan of Attack, So Will You”“Twitter Will Win — And With the Right Plan of Attack, So Will You”
“Twitter Will Win — And With the Right Plan of Attack, So Will You”
Content Marketing World
 
The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, K...
The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, K...The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, K...
The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, K...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
360Tech Insight Session Slides
360Tech Insight Session Slides360Tech Insight Session Slides
360Tech Insight Session Slides
Interactive Scotland
 
Jeremy Head I Crossing Wtm 09
Jeremy Head I Crossing Wtm 09Jeremy Head I Crossing Wtm 09
Jeremy Head I Crossing Wtm 09
Steve Jack
 
Jeremy Head I iCrossing Social Media Presentation At Wtm 111109
Jeremy Head I iCrossing Social Media Presentation At Wtm 111109Jeremy Head I iCrossing Social Media Presentation At Wtm 111109
Jeremy Head I iCrossing Social Media Presentation At Wtm 111109
Jeremy Head
 
Chris Aitken & Pupils, Wick High School
Chris Aitken & Pupils, Wick High SchoolChris Aitken & Pupils, Wick High School
Chris Aitken & Pupils, Wick High School
Interactive Scotland
 
Innovative Internet & Digital marketing
 Innovative Internet & Digital marketing  Innovative Internet & Digital marketing
Innovative Internet & Digital marketing
Uday Kothari
 
Digital Content Marketing Trends in 2013 - EBriks Infotech
Digital Content Marketing Trends in 2013 - EBriks InfotechDigital Content Marketing Trends in 2013 - EBriks Infotech
Digital Content Marketing Trends in 2013 - EBriks Infotech
EBriks Infotech Pvt. Ltd.
 
EBriks Infotech- 2013 Digital Marketing Trends
EBriks Infotech- 2013 Digital Marketing TrendsEBriks Infotech- 2013 Digital Marketing Trends
EBriks Infotech- 2013 Digital Marketing Trends
Rohit Paul
 
Keynote Address to Canada E-Connect 2009
Keynote Address to Canada E-Connect 2009 Keynote Address to Canada E-Connect 2009
Keynote Address to Canada E-Connect 2009
Ian Fenwick, Digital Marketing
 
Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Medi...
Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Medi...Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Medi...
Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Medi...
Ian Fenwick, Digital Marketing
 
Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology
Marketing in the Age of the Cyborg Consumer - The Future of Wearable TechnologyMarketing in the Age of the Cyborg Consumer - The Future of Wearable Technology
Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology
David Berkowitz
 
Future conference talk for UCC about Augmented Reality
Future conference talk for UCC about Augmented RealityFuture conference talk for UCC about Augmented Reality
Future conference talk for UCC about Augmented Reality
Dan Sodergren
 
China Internet Market 2012 - Extended Version
China Internet Market 2012 - Extended VersionChina Internet Market 2012 - Extended Version
China Internet Market 2012 - Extended Version
LangeManes
 
Online marketing Best practices
Online marketing Best practices Online marketing Best practices
Online marketing Best practices
Dave Chaffey
 
Lithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange CountyLithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange County
Lithium
 
SearchLove London 2017 | Jon Myers | Mobile-First Preparedness: What We've Le...
SearchLove London 2017 | Jon Myers | Mobile-First Preparedness: What We've Le...SearchLove London 2017 | Jon Myers | Mobile-First Preparedness: What We've Le...
SearchLove London 2017 | Jon Myers | Mobile-First Preparedness: What We've Le...
Distilled
 
Mobile-First Preparedness- what we've learned from crawling the top 1 million...
Mobile-First Preparedness- what we've learned from crawling the top 1 million...Mobile-First Preparedness- what we've learned from crawling the top 1 million...
Mobile-First Preparedness- what we've learned from crawling the top 1 million...
Jon Myers
 
Digital content trends 2013
Digital content trends 2013Digital content trends 2013
Digital content trends 2013
Ярослав Романов
 
Beyond Redemption: Digital Shopper Marketing 2.0
Beyond Redemption: Digital Shopper Marketing 2.0Beyond Redemption: Digital Shopper Marketing 2.0
Beyond Redemption: Digital Shopper Marketing 2.0
Dan Frechtling
 

Similar to “How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent Traffic Soaring” (20)

“Twitter Will Win — And With the Right Plan of Attack, So Will You”
“Twitter Will Win — And With the Right Plan of Attack, So Will You”“Twitter Will Win — And With the Right Plan of Attack, So Will You”
“Twitter Will Win — And With the Right Plan of Attack, So Will You”
 
The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, K...
The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, K...The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, K...
The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, K...
 
360Tech Insight Session Slides
360Tech Insight Session Slides360Tech Insight Session Slides
360Tech Insight Session Slides
 
Jeremy Head I Crossing Wtm 09
Jeremy Head I Crossing Wtm 09Jeremy Head I Crossing Wtm 09
Jeremy Head I Crossing Wtm 09
 
Jeremy Head I iCrossing Social Media Presentation At Wtm 111109
Jeremy Head I iCrossing Social Media Presentation At Wtm 111109Jeremy Head I iCrossing Social Media Presentation At Wtm 111109
Jeremy Head I iCrossing Social Media Presentation At Wtm 111109
 
Chris Aitken & Pupils, Wick High School
Chris Aitken & Pupils, Wick High SchoolChris Aitken & Pupils, Wick High School
Chris Aitken & Pupils, Wick High School
 
Innovative Internet & Digital marketing
 Innovative Internet & Digital marketing  Innovative Internet & Digital marketing
Innovative Internet & Digital marketing
 
Digital Content Marketing Trends in 2013 - EBriks Infotech
Digital Content Marketing Trends in 2013 - EBriks InfotechDigital Content Marketing Trends in 2013 - EBriks Infotech
Digital Content Marketing Trends in 2013 - EBriks Infotech
 
EBriks Infotech- 2013 Digital Marketing Trends
EBriks Infotech- 2013 Digital Marketing TrendsEBriks Infotech- 2013 Digital Marketing Trends
EBriks Infotech- 2013 Digital Marketing Trends
 
Keynote Address to Canada E-Connect 2009
Keynote Address to Canada E-Connect 2009 Keynote Address to Canada E-Connect 2009
Keynote Address to Canada E-Connect 2009
 
Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Medi...
Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Medi...Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Medi...
Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Medi...
 
Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology
Marketing in the Age of the Cyborg Consumer - The Future of Wearable TechnologyMarketing in the Age of the Cyborg Consumer - The Future of Wearable Technology
Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology
 
Future conference talk for UCC about Augmented Reality
Future conference talk for UCC about Augmented RealityFuture conference talk for UCC about Augmented Reality
Future conference talk for UCC about Augmented Reality
 
China Internet Market 2012 - Extended Version
China Internet Market 2012 - Extended VersionChina Internet Market 2012 - Extended Version
China Internet Market 2012 - Extended Version
 
Online marketing Best practices
Online marketing Best practices Online marketing Best practices
Online marketing Best practices
 
Lithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange CountyLithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange County
 
SearchLove London 2017 | Jon Myers | Mobile-First Preparedness: What We've Le...
SearchLove London 2017 | Jon Myers | Mobile-First Preparedness: What We've Le...SearchLove London 2017 | Jon Myers | Mobile-First Preparedness: What We've Le...
SearchLove London 2017 | Jon Myers | Mobile-First Preparedness: What We've Le...
 
Mobile-First Preparedness- what we've learned from crawling the top 1 million...
Mobile-First Preparedness- what we've learned from crawling the top 1 million...Mobile-First Preparedness- what we've learned from crawling the top 1 million...
Mobile-First Preparedness- what we've learned from crawling the top 1 million...
 
Digital content trends 2013
Digital content trends 2013Digital content trends 2013
Digital content trends 2013
 
Beyond Redemption: Digital Shopper Marketing 2.0
Beyond Redemption: Digital Shopper Marketing 2.0Beyond Redemption: Digital Shopper Marketing 2.0
Beyond Redemption: Digital Shopper Marketing 2.0
 

More from Content Marketing World

Content Marketing World 2013 Presentations
Content Marketing World 2013 PresentationsContent Marketing World 2013 Presentations
Content Marketing World 2013 Presentations
Content Marketing World
 
“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”
Content Marketing World
 
Webinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to FinishWebinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to Finish
Content Marketing World
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
Content Marketing World
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
Content Marketing World
 
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Content Marketing World
 
“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”
Content Marketing World
 
“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”
Content Marketing World
 
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
Content Marketing World
 
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
Content Marketing World
 
“Finding the Right Stories for Your Brand”
“Finding the Right Stories for Your Brand”“Finding the Right Stories for Your Brand”
“Finding the Right Stories for Your Brand”
Content Marketing World
 
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
Content Marketing World
 
“Building Your Internal Publishing Department for Content/Social Success”
“Building Your Internal Publishing Department for Content/Social Success”“Building Your Internal Publishing Department for Content/Social Success”
“Building Your Internal Publishing Department for Content/Social Success”
Content Marketing World
 
“Google’s Zero Moment of Truth”
“Google’s Zero Moment of Truth”“Google’s Zero Moment of Truth”
“Google’s Zero Moment of Truth”
Content Marketing World
 
“Applying Company Positioning to Power Storytelling in B2B”
“Applying Company Positioning to Power Storytelling in B2B” “Applying Company Positioning to Power Storytelling in B2B”
“Applying Company Positioning to Power Storytelling in B2B”
Content Marketing World
 
“Content Marketing Strategy without Print? Who Are You Kidding?”
“Content Marketing Strategy without Print? Who Are You Kidding?”“Content Marketing Strategy without Print? Who Are You Kidding?”
“Content Marketing Strategy without Print? Who Are You Kidding?”
Content Marketing World
 
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
Content Marketing World
 
“Crucial Content Elements to Drive Your Marketing”
“Crucial Content Elements to Drive Your Marketing”“Crucial Content Elements to Drive Your Marketing”
“Crucial Content Elements to Drive Your Marketing”
Content Marketing World
 
“Customer Stories: How to Unlock an Abundance of New Content”
“Customer Stories: How to Unlock an Abundance of New Content”“Customer Stories: How to Unlock an Abundance of New Content”
“Customer Stories: How to Unlock an Abundance of New Content”
Content Marketing World
 
“Mobile and Tablet Content Distribution”
“Mobile and Tablet Content Distribution”“Mobile and Tablet Content Distribution”
“Mobile and Tablet Content Distribution”
Content Marketing World
 

More from Content Marketing World (20)

Content Marketing World 2013 Presentations
Content Marketing World 2013 PresentationsContent Marketing World 2013 Presentations
Content Marketing World 2013 Presentations
 
“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”
 
Webinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to FinishWebinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to Finish
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
 
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
 
“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”
 
“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”
 
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
 
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
 
“Finding the Right Stories for Your Brand”
“Finding the Right Stories for Your Brand”“Finding the Right Stories for Your Brand”
“Finding the Right Stories for Your Brand”
 
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
 
“Building Your Internal Publishing Department for Content/Social Success”
“Building Your Internal Publishing Department for Content/Social Success”“Building Your Internal Publishing Department for Content/Social Success”
“Building Your Internal Publishing Department for Content/Social Success”
 
“Google’s Zero Moment of Truth”
“Google’s Zero Moment of Truth”“Google’s Zero Moment of Truth”
“Google’s Zero Moment of Truth”
 
“Applying Company Positioning to Power Storytelling in B2B”
“Applying Company Positioning to Power Storytelling in B2B” “Applying Company Positioning to Power Storytelling in B2B”
“Applying Company Positioning to Power Storytelling in B2B”
 
“Content Marketing Strategy without Print? Who Are You Kidding?”
“Content Marketing Strategy without Print? Who Are You Kidding?”“Content Marketing Strategy without Print? Who Are You Kidding?”
“Content Marketing Strategy without Print? Who Are You Kidding?”
 
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
 
“Crucial Content Elements to Drive Your Marketing”
“Crucial Content Elements to Drive Your Marketing”“Crucial Content Elements to Drive Your Marketing”
“Crucial Content Elements to Drive Your Marketing”
 
“Customer Stories: How to Unlock an Abundance of New Content”
“Customer Stories: How to Unlock an Abundance of New Content”“Customer Stories: How to Unlock an Abundance of New Content”
“Customer Stories: How to Unlock an Abundance of New Content”
 
“Mobile and Tablet Content Distribution”
“Mobile and Tablet Content Distribution”“Mobile and Tablet Content Distribution”
“Mobile and Tablet Content Distribution”
 

Recently uploaded

Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
SabaaSudozai
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
LuanWise
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
CA Dr. Prithvi Ranjan Parhi
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
jeffkluth1
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
MJ Global
 
Authentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto RicoAuthentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto Rico
Corey Perlman, Social Media Speaker and Consultant
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
ecamare2
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
Aleksey Savkin
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
HajeJanKamps
 
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
taqyea
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
Kirill Klimov
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Holger Mueller
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
APCO
 
Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
Aggregage
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
Top Forex Brokers Review
 
Chapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .pptChapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .ppt
ssuser567e2d
 
How to Implement a Real Estate CRM Software
How to Implement a Real Estate CRM SoftwareHow to Implement a Real Estate CRM Software
How to Implement a Real Estate CRM Software
SalesTown
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
Operational Excellence Consulting
 

Recently uploaded (20)

Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
 
Authentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto RicoAuthentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto Rico
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
 
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
 
Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
 
Chapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .pptChapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .ppt
 
How to Implement a Real Estate CRM Software
How to Implement a Real Estate CRM SoftwareHow to Implement a Real Estate CRM Software
How to Implement a Real Estate CRM Software
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
 

“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent Traffic Soaring”

  • 1. Brand evolution in a search and socially driven world How IBM reaches customers today Tom Gerace, CEO, Skyword @tomgerace @lcreiser Leslie Reiser, Program Director, WW Digital Marketing, IBM #cmworld
  • 2. Brand Narcissist: It’s All About Them @tomgerace @lcreiser 2 #cmworld
  • 3. Boring Brand: No One is Listening @tomgerace @lcreiser 3 #cmworld
  • 4. The Most Interesting Brand in the World @tomgerace @lcreiser 4 #cmworld
  • 5. How to Be The Most Interesting Brand in the World • Be in the right places… • With the right people… • Have extraordinary experiences… • And something interesting to say • It‟s not about you, it‟s about what fascinates them @tomgerace @lcreiser 5 #cmworld
  • 6. The Right Places @tomgerace @lcreiser #cmworld
  • 7. Search is the Primary Gateway to Consumers • 2011 US Internet Ad Revenues were $31B • 2011 US SEM investment ($14.8B) represents 46.5% of total. • Mobile is fastest growing segment +149% Y/Y to $1.6B • Retail is largest industry category by online ad spend at 22%. • 69% of ad spend is performance based http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2011.pdf (e.g. Traffic acquisition) @tomgerace @lcreiser 7 #cmworld
  • 8. Consumers Are Searching for Information 18 billion searches for information each month 200 million per day 36 billion times information is shared through social channels each month 2.7 billion per day @tomgerace @lcreiser 8 #cmworld
  • 9. The Right People @tomgerace @lcreiser #cmworld
  • 10. The Right People Expert Influencer Enthusiast @tomgerace @lcreiser 10 #cmworld
  • 11. Extraordinary experiences with something interesting to say… @tomgerace @lcreiser 11 #cmworld
  • 12. Original, High-quality Content Reaps Rewards All those people who have been doing, for lack of a better word, „over optimization‟ or „overly‟ doing their SEO, compared to the people who are just making great content and trying to make a fantastic site, we want to make that playing field a little bit more level. Matt Cutts, Google‟s spam chief (March 2012) @tomgerace @lcreiser 12 #cmworld
  • 13. In Fact…It Ranks as the #1 SEO Tactic #1 @tomgerace @lcreiser 13 #cmworld
  • 14. Quality Content Builds SEO Organic Keyword Results: Skyword health and beauty client 30.0K Our site quality algorithms are aimed at helping people find “high-quality sites” by reducing the rankings of low- quality content. JAN 2012 22.5K Amit Singhal, Google Fellow Google‟s Panda 3.2 update 15.0K JAN 2011 OCT 2011 Content marketing Google‟s program launches on site Panda 2.5 7.5K update Source: Spyfu.com MAR 10 JUL 10 NOV 10 MAR 11 JUL 11 NOV 11 MAR 12 JUL 12 @tomgerace @lcreiser 14 #cmworld
  • 15. Quality Content Engages Consumers The right content provides consumers with the info they seek and builds trusted relationships before they even think of making a purchase @tomgerace @lcreiser 15 #cmworld
  • 16. Quality Content Takes Different Forms News vs. Evergreen Beauty advisors providing tips to consumers on Walgreens‟ web site Connected technology bloggers providing analysis of breaking tech news on IBM‟s microsite for SMBs @tomgerace @lcreiser 16 #cmworld
  • 17. How IBM is Becoming The Most Interesting Brand in the World To Midsize Businesses @tomgerace @lcreiser 17 #cmworld
  • 18. IBM Business Challenge To generate interest and demand for IBM's midsize business portfolio by increasing awareness and “findability” through popular search engines and news services @tomgerace @lcreiser 18 #cmworld
  • 19. IBM Influencer Program Influencers • Business Partner – IBM Midmarket Business Partners who have graduated Business Partner 58% Social Media Bootcamp • Blogger – Identified and compensated to Blogger 3% author blog posts related to IBM‟s Midmarket prioritized solutions Owned 1% • Owned – Conversation Managers and Curators speaking from the IBM Voice (in News Writer 4% LinkedIn, Facebook, Twitter, Spiceworks) • News Writer – Creating news articles Forward Thinker 1% optimized for Google News aligned to IBM Midmarket agenda Comm/Press 29% • Forward Thinker – IBMers represented as Forward Thinkers on Midmarket ibm.com websites Analyst 4% • Communications/Press • Analyst @tomgerace @lcreiser 19 #cmworld
  • 20. IBM: Content Strategy Well choreographed and activated content becomes the missing connective tissue between decision makers and IBM IBM has a solution for me ACTIVATE CURATE CREATE MM IT CONTENT Profession • Re-imagine existing content assets al • Leverage IBM influencers • Fuel new creative • Maximize IBM owned channels • 8 week / 8 days / 8 hours / 8 minutes @tomgerace @lcreiser 20 #cmworld
  • 21. IBM Midsize Insider • Identify and engage leading industry writers • Leverage unbiased voices • Create news content that addresses technology needs of audience • Tier-based on reach, influence and objective • Forge strategic partnerships @tomgerace @lcreiser 21 #cmworld
  • 22. How to Be Seen in the Right Places @tomgerace @lcreiser 22 #cmworld
  • 23. Content Fuels POE PAID  Display Ads  SEM  Sponsorships OWNED content  Web Site  Mobile Site  Blog  Twitter Account EARNED  WOM  Buzz  Viral @tomgerace @lcreiser 23 #cmworld
  • 24. Publish Everywhere 250 million members 130 million members 850 million members 2 million members 60 million monthly visitors @tomgerace @lcreiser 24 #cmworld
  • 25. Speak the Audience’s Language Who‟s primarily responsible for finding and implementing CRM in your organization? This article says IT is often the group charged with buying and implementing CRM. Is that the right way to go about it? Take our poll: Who should “own” CRM? Sales…Marketing…IT…Customer Care… How to #fail at #CRM – The most common mistakes to avoid. http://bit.ly/McJoBs @tomgerace @lcreiser 25 #cmworld
  • 26. Results  1,158 news articles publishes on Skyword Platform  56X monthly content growth  38 expert contributors  70,000 visits and 95,000 page views from 171 countries from 3/22– 6/18 2012  1.2% CTR to IBM.com compared to .5% industry average @tomgerace @lcreiser 26 #cmworld
  • 27. Stay Thirsty… for Information… My Friend. @tomgerace @lcreiser 27 #cmworld

Editor's Notes

  1. All of us as marketers today are trying to reach and build relationships with our customers. And just as with people, some companies are better at it than than others. Brands need to evolve in order to reach customers in a way that is compelling and interesting…For instance
  2. There’s what we call the brand narcissist. I’m sure you’ve all been at a party cornered by the man or woman who does nothing but talk about themselves. It’s only a matter of time before we want nothing to do with them.
  3. And, then there’s the guy that is so boring that you literally want to run in the other direction as they approach you.
  4. And then there’s the most interesting man in the world. So the question is, how in a world search and socially driven world do brands become the most interesting brand in the world.
  5. Well,There are four ways.
  6. In fact, search engines and social media have become primary ways that people discover information today. In the U.S. alone, there are 18 billion searches each month. And when people find something they like, they share it through their social channels -- 36 billion times each month. So while quality and providing a great experience for your customers is extremely important, it’s also critical that online content is created with search in mind, and that it can easily shared and distributed through social media.Client’s customers are looking for information and they are finding it everyday through Search and Social. If a company doesn’t provide that information to customers and make it available where they are looking for it, those customers will find it elsewhere.
  7. Content creation ranked as the single most effective SEO tactic – by a significant margin -- in a survey of B2B marketers conducted by Marketing Sherpa
  8. A content marketing strategy was launched on this health and beauty site in January 2011. The content produced as a result of this marketing effort has enabled the site to rise up the ranks in Google and grow the number of referring keywords from roughly 4,000 to more than 25,000 over the course of a year and a half.
  9. The right content bridges the gap between what consumers are searching for and what products and services your company providesThis will be a build.
  10. She’ll tell you how iBM is becoming the most interesting brand in the world to MidSize Companies
  11. Introduce the influencer program.
  12. Overall content strategy