The document outlines a roadmap for creating and amplifying great content, emphasizing the importance of a strong content strategy, audience research, and leveraging technology. It highlights that successful brands start with a clear purpose and that effective content drives engagement and business growth. Key elements include defining content strategy, amplifying content through distribution, and measuring results for ongoing success.

1. A
Roadmap
for
Successfully
Crea5ng
and
Amplifying
Great
Content
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.

2. Today’s
Presenters
MaryAnne
Flynn
VP,
Content
Services
Skyword
@maryanneflynn
Rich
Ullman
VP,
Marke5ng
Outbrain
@richullman
Join the conversation!
#CONTENTROADMAP
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
2

3. Agenda
§ Our Joint Mission
§ How Content has Become the Cornerstone for
Building Your Brand Online
§ How to Define a Content Strategy that Empowers
You to Create Great Content
§ How to Amplify Your Content and Achieve Various
Marketing Goals
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
3

4. Skyword
delivers
all
you
need
to
create
original,
quality
content
designed
to
succeed
in
search
and
on
the
social
web.
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
4

5. The
Skyword
Approach
The Four Pillars of Successful Content
Technology
Framework
Content
Strategy
Content
Creators
#contentroadmap
Editorial
©
2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
5

6. The
Outbrain
Approach
Help
people
discover
content
that
they
can
trust
to
be
interes5ng,
relevant
and
5mely
for
them.
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
6

7. PAID
INTERNAL
OUTBRAIN
AMPLIFY
RECOMMENDATIONS

8. Strategic
Partnership
Together
We
Create
A
Launchpad
For
Content
Marke5ng
Success
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
8

9. BUILDING
YOUR
BRAND
ONLINE
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
9

10. Reality
Check
§ Most
people
worldwide
would
not
care
if
more
than
73%
of
brands
disappeared
tomorrow.
§ Only
20%
of
brands
worldwide
make
a
significant,
posi5ve
effect
on
people’s
well-­‐being.
(Havas
Media,
Meaningful
Brands
Report)
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
10

11. The
Best
Global
Brands
Start
With
The
Why
#contentroadmap
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2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
11

12. The
Best
Global
Brands
Start
With
The
Why
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
12

13. What
is
your
WHY?
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
13

14. #contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
14

15. Providing
inspiraJon
for
people
who
want
to
enjoy
priceless
desJnaJons
around
the
world
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
15

16. #contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
16

17. Providing
IT
professionals
with
a
deep
understanding
of
their
community’s
struggles
and
offering
a
unique
perspecJve
on
industry
trends.
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
17

18. #contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
18

19. Providing
inspiring
and
insighWul
stories
for
those
either
considering
pet
ownership
or
those
who
currently
own
pets
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
19

20. DEFINE
YOUR
CONTENT
STRATEGY
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
20

21. Businesses
Must
Invest
in
Content
Strategy
(Unisphere’s
2014
Survey
of
Content
Marke5ng
Trends)
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
21

22. Process:
Conduct
Audience
Research
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
22

23. Process:
Conduct
a
Content
Audit
Loyalty
Awareness
Authen5city
&
Credibility
Considera5on
Valida5on
Conversion
Trust
&
Consistency
Posi5ve
Interac5ons
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
23

24. Process:
Leverage
Technology
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
24

25. Plan
via
an
Editorial
Calendar
#contentroadmap
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2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
25

26. Ac5vate
Assignments
#contentroadmap
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2014
Skyword
Inc,
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rights
reserved.
26

27. Manage
for
Success
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
27

28.
AMPLIFYING
YOUR
CONTENT
#contentroadmap
28

29. Distribu5on
Is
Vital
#contentroadmap
29

30. Build
Your
Plan
for
Discovery
#contentroadmap
30

31. Consider
Your
Opportunity
to
Influence
Users
Customers
#contentroadmap
31

32. Growing
Your
Audience
=
Growing
Your
Business
press
followers
bloggers
AUDIENCE
fans
prospects
subscribers
Customers
#contentroadmap
32

33. HOW
do
I
do
this?
#contentroadmap
33

34. Take
Control
of
Your
Audience
Noise
Fragmenta5on
Intent
#contentroadmap
34

35. A DAY ON THE INTERNET
#contentroadmap
35

36. Audience
Is
Everywhere
#contentroadmap
36

37. What
People
Do
Online
22%
74%
SOCIAL
NETWORKING
5%
ONLINE
SHOPPING
13%
21%
SEARCH
of
5me
is
spent
with
no
intent
other
than
being
entertained
or
20%
19%
informed
MULTI-­‐MEDIA
SITES
READING
CONTENT
EMAILS/COMMUNICATION
(comScore
Data
Mine|Nielsen)
#contentroadmap
37

38. Plan
for
Discovery
Who
is
the
audience?
Where
do
they
spend
5me?
Why
are
they
there?
#contentroadmap
38

39. Where
People
Go
for
Content
Online
Services
Used
Most
YouTube
80%
Facebook
74%
Retail
Sites
50%
Google+
47%
Blogs
45%
News
Sites
36%
Twimer
34%
Groups/Forums
31%
LinkedIn
Pinterest
Brand
Sites
Instagram
Online
Magazines
24%
21%
19%
13%
15%
TECHNORATI
MEDIA,
MARCH
2013
#contentroadmap
39

40. #contentroadmap
40

41. Content
You
Should
Amplify
OWNED
ArJcles
Videos
Blogs
Branded
Hubs
EARNED
PAID
Product
Reviews
Media
Coverage
Sponsored
ArJcles
#contentroadmap
NaJve
AdverJsing
41

42. OWNED
#contentroadmap
42

43. EARNED
#contentroadmap
43

44. PAID
#contentroadmap
44

45. WHY
do
I
do
this?
#contentroadmap
45

46. Content
Drives
Engagement
DISCOVERY
SEARCH
3.5
SOCIAL
2.0
1.7
1.4
1.8
1.3
60%
PV's/Session
Minutes/Session
#contentroadmap
76%
85%
Bounce
Rate
46

47. Content
Drives
Brand
Lip
Product
Review
CONTROL GROUP
POSITIVE REVIEW
85%
42%
13%
20%
#contentroadmap
13%
19%
47

48. Extend
The
Life
and
Reach
of
PR
Efforts
Is
Your
Audience
Growing?
Is
Your
Audience
Growing?
#contentroadmap
48

49. Na5ve
Placements
Breed
Success
“Marketing in a digital
world means meeting
your consumers where
it is most natural for
them while providing
real value, as opposed
to pushing a one-sided
marketing message.”
Tal Schmidt,
Digital Marketing Manager, HoglaKimberly
#contentroadmap
49

50. Expand
Your
Reach
to
New
Audiences
#contentroadmap
50

51. Summary
1 – Content Is the Cornerstone of a Great Brand
q Start with the WHY
2 – Great Content is Activated by Content Strategy
q Audience Research
q Content Audit
q Leverage Technology
3 - Amplify Your Content and Win
q Distribution is Vital
q Growing Audience Grows Business
q Plan for Discovery
q Use All of Your Assets
q Measure Your Results
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
51

52. Ques5ons?
MaryAnne
Flynn
VP,
Content
Services
Skyword
@maryanneflynn
Rich
Ullman
VP,
Marke5ng
Outbrain
@richullman
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
52

53. Learn
More
Follow
@Skyword
on
Twimer
to
learn
more
about
the
latest
in
content
marke5ng
Access
our
resource
center
for
addi5onal
presenta5ons
and
materials
www.skyword.com/resources
Or
contact
us
directly:
learnmore@skyword.com
617.720.4000
www.skyword.com
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
53

54. Thank
You
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
54