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SECRETS TO STEPPING UP YOUR
CONTENT MARKETING GAME IN 2014
#B2BIGNITION
6
®
INTERACTIVITY
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#B2BIGNITION
FUEL
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MARKETING WORKSHOPS
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YOUR SPEAKERS TODAY
MICHAEL AGNELLOBUSINESS DEVELOPMENT
JON CRAMERCONTENT STRATEGY
LEIGH HOOPESCONTENT STRATEGY
#B2BIGNITION
THERE ARE NO SECRETS
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1.LESS IS MORE
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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
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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
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THE INTERNET ISN’T AS GOOD AS IT USED TO BE.
ALL OF THIS IS GARBAGE.
– MY WIFE, ACTUAL WEB USER
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STURGEON’S LAW
90%
10%
Not Crap Crap
#B2BIGNITION
CAN YOU KEEP UP?
MONEY
TIME
PEOPLE
KNOWLEDGE
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
PICK 2
FAST CHEAP
GOOD
#B2BIGNITION
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?
2.DO MORE
WITH LESS
#B2BIGNITION
MANY channels
MANY formats
ONE story
#B2BIGNITION
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
PATHS OF DESIRE
LESS, BUT BETTER.
– DIETER RAMS
#B2BIGNITION
SAP Solution BriefAnalytic Applications from SAPSAP Social Media Analytics
Gain Deep Brand and Customer Insight with Social Media Analytics
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#B2BIGNITION
SAP Solution BriefAnalytic Applications from SAPSAP Social Media Analytics
Gain Deep Brand and Customer Insight with Social Media Analytics
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3. TELL STORIES
WITH SUBSTANCE & STYLE
#B2BIGNITION
4.GET REAL
#B2BIGNITION
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?
CONNECT REAL PEOPLE
#B2BIGNITION
REALLY?
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Make What Matters
THE RELATIONSHIPS BUILT BETWEEN
ENGINEERS AND CUSTOMERS
IGNITED AWARD-WINNING CONTENT MARKETING
#B2BIGNITION
CONTENT THAT BUILDS CREDIBILITY
HIGH-VALUE EXPERTISE
MAKINO & EXTERNAL PUBLICATIONS
#B2BIGNITION
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5.KNOW YOUR BLIND SPOTS
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#B2BIGNITION
6. RESPECT
YOUR AUDIENCE
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#B2BIGNITION
0
12,500
25,000
37,500
50,000
Upworthy 22Words Buzzfeed Mashable NPR NYTimes Fox Yahoo!
CAN 43K LIKES BE WRONG?
#B2BIGNITION
THESE SITES AND SERVICES … ONLY SERVE TO REINFORCE THE FLAWED VIEW THAT TRAFFIC IS ALL THAT MATTERS.
– MATTHEW INGRAM, GIGAOM
#B2BIGNITION
No knowledge
Currentknowledge
Targetknowledge
Allknowledge
Knowledge gap
#B2BIGNITION
#B2BIGNITION
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
6 SECRETS TO STEPPING UP YOUR
CONTENT MARKETING GAME IN 2014
#B2BIGNITION
Q&A Time
