Content Marketing: Content Can Drive Sales - Focused Engagement

cm Content Marketing Content Can Drive Sales- Focused Engagem e nt Content Marketing is the Top Go-To-Market Priority in 2013 In 2013, what is your top external social strategy objective? Content marketing 57% Develop ongoing dialog and engagement with customers 50% Listen/learn from customers 41% Provide direct customer support through social channels 32% Develop an influencer relations or ambassador program 27% Website integration 25% 0% 10% 20% 30% 40% 50% 60% Plotting the Content Marketing Ensemble o PAID o OWNED · Print (e.g. news, magazines) · Radio - TV - Social advertising - Mobile advertising • Native advertising - Print (e.g. collateral) - Websites - Microsites - Blogs - Communities - Digital media center - Press room · Email - Webinar E-learning/online training Physical and virtual events - Mobile An evolving overview of content channels and formats O TEXT O GRAPHIC o EARNED Short-Form • Web/email copy • Articles • How-to's • Q&As • Testimonials • Newsletter • Press release - Tumblr Slideshare - Instagram - Pinterest - Wikis Graphic Illustrations • Infographics • Frameworks • Data - Facebook Twitter/Vine - YouTube · Linkedin • Google+ - Review sites (e.g. Yelp, Trip Advisor) - Q&A sites (e.g. Quora) · Other third-party communities - Media mentions Slide Presentations • AUDIOVISUAL Photos, GIFS Video, live video • Narrative • Interviews • Video demos PAID Long-Form E-books • White papers Case studies Playbooks Guides • Directories OWNED Webinars Podcasts other audio Micro-Form EARNED • Facebook posts • Tweets • Blog comments • APPS/GAMES Where Does Content Live Inside the Enterprise? Fragmentation is the Current Norm: How One Major Brand Allocates Content Responsibilities • Manages Instagram, Tumblr, and Google+ • Manages influencer outreach Sets brand guidelines Press releases Corp Communications/PR Marketing • Manages Facebook and Twitter - Works with agency partners on supporting content creation • Manages .com and SEO Manages YouTube, Pinterest, and blogs • Manages external communities and forums Website Customer Service - How-to content for blog posts and .com Social customer care on Facebook and Twitter • Manages Facebook careers channel Uses social channels like LinkedIn for recruitment Human Resources How Companies Organize For Content Marketing o CONTENT DEPARTMENT / DIVISION In-house or agency group that creates a high volume of content Altimeter Group has identified the following enterprise models for governing the orchestration of content within organizations to ensure that content is created in harmony. CONTENT CENTER O OF EXCELLENCE O CROSS-FUNCTIONAL CONTENT CHIEF Consortium of Senior executive with cross experts who provide leadership and best practices departmental authority EDITORIAL BOARD OR CONTENT COUNCIL Content creators and/or marketing executives who meet frequently to align content O EXECUTIVE STEERING COMMITTEE Cross-functional strategic group O CONTENT LEAD Leads content initiatives editorially and/or strategically, without cross departmental authority CONTENT Eagency platform cm ALTIMETER MARKETING INSTITUTE www.agen cyplatfor m.com Enterprise-Wide