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SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME IN 2014 #B2BIGNITION 6

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Page 1: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

SECRETS TO STEPPING UP YOUR

CONTENT MARKETING GAME IN 2014

#B2BIGNITION

6

Page 2: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

®

Page 3: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

INTERACTIVITY

#B2BIGNITION

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#B2BIGNITION

Page 5: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

FUEL

#B2BIGNITION

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MARKETING WORKSHOPS

#B2BIGNITION

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YOUR SPEAKERS TODAY

MICHAEL AGNELLOBUSINESS DEVELOPMENT

JON CRAMERCONTENT STRATEGY

LEIGH HOOPESCONTENT STRATEGY

#B2BIGNITION

Page 8: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

THERE ARE NO SECRETS

#B2BIGNITION

Page 9: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

1.LESS IS MORE

#B2BIGNITION

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AMOUNT OF CONTENT IS GROWING

0

1

2

3

4

5

6

7

8

2005 2007 2009 2011 2013 2015

Dig

ital I

nfo

rmat

ion C

reat

ed &

Shar

ed (

zett

abyt

es)

Note:* 1 zettabyte = 1 trillion gigabytes. Source IDC report “Extracting value from Chaos” 6/11

#B2BIGNITION

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0

37,500

75,000

112,500

150,000

Yahoo Fox CBS HuffPo BBC NYTimes WashPost USA Today Slate Mashable Upworthy

Posts in November 2013

Source: NewsWhip

PUBLISHERS FLOODING THE MARKET

#B2BIGNITION

Page 12: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

THE INTERNET ISN’T AS GOOD AS IT USED TO BE.

ALL OF THIS IS GARBAGE.

– MY WIFE, ACTUAL WEB USER

#B2BIGNITION

Page 13: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

STURGEON’S LAW

90%

10%

Not Crap Crap

#B2BIGNITION

Page 14: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

CAN YOU KEEP UP?

MONEY

TIME

PEOPLE

KNOWLEDGE

Page 15: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

CONTENT CREATION IS THE MAJOR COST CENTER

15

Digital or Online Ads

Content Creation & Management

Search Marketing (Including Paid)

Corporate Website Design/Development

Email Marketing

Analytics Platforms

Social Network Marketing

Mobile Marketing

Commerce Experiences

Video Production

Company Blog

Other

0 5 10

Digital Marketing Spend Allocation for Marketing Leaders

Source: Garner, March 2013

12.5%

11.6%

10.7%

10.7%

9.6%

9.5%

9.4%

7.4%

7.2%

5.9%

5.2%

0.2%

#B2BIGNITION

Page 16: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

PICK 2

FAST CHEAP

GOOD

#B2BIGNITION

Page 17: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

1. Getting people on board

2. Keeping up with demand

3. Putting it out there

4. Knowing what worked

POLL: WHAT IS YOUR MAJOR MALFUNCTION?

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2.DO MORE

WITH LESS

#B2BIGNITION

Page 19: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

MANY channels

MANY formats

ONE story

#B2BIGNITION

Page 20: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

ENGAGEMENT SCENARIOS

Media / PR

Social

EBOOK LANDING PAGE

READ

WATCH VIDEO

SCHEDULE EVENT

SearchLANDING PAGE

WITH FORM

DOWNLOAD

SIGN UPINVESTIGATE

REPEAT VISITS

SHARE

FOLLOW

#B2BIGNITION

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PATHS OF DESIRE

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LESS, BUT BETTER.

– DIETER RAMS

#B2BIGNITION

Page 23: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

SAP Solution BriefAnalytic Applications from SAPSAP Social Media Analytics

Gain Deep Brand and Customer Insight with Social Media Analytics

�/8/F>=SolutionObjectives Quick Facts

ŀ����#�

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63+>/�-97

:+8CL��66�<312>=�</=/<@/.L

#B2BIGNITION

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Page 25: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories
Page 26: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

SAP Solution BriefAnalytic Applications from SAPSAP Social Media Analytics

Gain Deep Brand and Customer Insight with Social Media Analytics

�/8/F>=SolutionObjectives Quick Facts

ŀ����#�

���

�9<�+8�#�

�+I

63+>/�-97

:+8CL��66�<312>=�</=/<@/.L

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3. TELL STORIES

WITH SUBSTANCE & STYLE

#B2BIGNITION

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Page 31: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories
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4.GET REAL

#B2BIGNITION

Page 34: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

1. Not so well. We smile and nod.

2. We know them, but don’t always know what they want.

3. We’re close, but we’d like to know more.

4. They’re like dear old friends.

POLL: HOW WELL DO YOU KNOW YOUR AUDIENCE?

Page 35: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

CONNECT REAL PEOPLE

#B2BIGNITION

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REALLY?

#B2BIGNITION

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#B2BIGNITION

Make What Matters

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THE RELATIONSHIPS BUILT BETWEEN

ENGINEERS AND CUSTOMERS

IGNITED AWARD-WINNING CONTENT MARKETING

#B2BIGNITION

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CONTENT THAT BUILDS CREDIBILITY

HIGH-VALUE EXPERTISE

MAKINO & EXTERNAL PUBLICATIONS

#B2BIGNITION

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#B2BIGNITION

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5.KNOW YOUR BLIND SPOTS

#B2BIGNITION

Page 43: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

#B2BIGNITION

Page 44: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories
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Page 46: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories
Page 47: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories
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6. RESPECT

YOUR AUDIENCE

#B2BIGNITION

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#B2BIGNITION

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0

12,500

25,000

37,500

50,000

Upworthy 22Words Buzzfeed Mashable NPR NYTimes Fox Yahoo!

CAN 43K LIKES BE WRONG?

#B2BIGNITION

Page 55: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

THESE SITES AND SERVICES … ONLY SERVE TO REINFORCE THE FLAWED VIEW THAT TRAFFIC IS ALL THAT MATTERS.

– MATTHEW INGRAM, GIGAOM

#B2BIGNITION

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No knowledge

Currentknowledge

Targetknowledge

Allknowledge

Knowledge gap

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#B2BIGNITION

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#B2BIGNITION

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STEP UP YOUR GAME

IN 2014

LESS IS MORE

DO MORE WITH LESS

TELL STORIES WITH SUBSTANCE & STYLE

GET REAL

KNOW YOUR BLIND SPOTS

RESPECT YOUR AUDIENCE

#B2BIGNITION

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6 SECRETS TO STEPPING UP YOUR

CONTENT MARKETING GAME IN 2014

#B2BIGNITION

Q&A Time

Page 65: SECRETS TO STEPPING UP YOUR CONTENT MARKETING GAME … · digital information created & shared (zettabytes) ... step up your game in 2014 less is more do more with less tell stories

THANK YOU!

#B2BIGNITION

CONTACT INFO: [email protected]