Post on 22-Apr-2015
description
Talia Wise Director of Marketing Programs, Content Strategy & Social Media
February 21, 2013
The Challenge
1. Pivoting from product centric marketing to customer centric
2. Myriad of product, channels, customer types
3. Positioning Cengage Learning as a Thought Leader to our customers and within our industry (our mission)
The Solutions: Content Marketing
1. Blog Program Blog
2. Social Media Strategy YouTube Optimization
Company LinkedIn Page
The Gifts
1. We know our customers • Their pain points & sweet spots • Buying cycles • Resources
2. We know our competition 3. We’re a publisher, we have content
galore, subject matter experts who want and need to be published, and staff that is interested in writing
4. A team – an awesome team
Our Mission & Methodology
1. High level, well written posts, and feeds 2. Roll-out A: content that is tangible to all types
of instructors and influencers 3. Roll-out B: content that is specific to identified
influencers (IT staff) 4. Roll-out C: content that is specific to identified
market areas with largest growth potential
Our Mission & Methodology: Timeline
1. June/July 2012 audited all of our content 2. July 2012 Create editorial board and 90 day (biz) publishing
calendar 3. Aug – Nov 2012 eNewsletter push to entire customer database
1.2 million 4. Nov 2012 met with board, created next calendar 5. Nov 2012 launch blog, general 6. Mid Nov 2012 add category to blog specific to IT 7. Jan 2013 add categories to blog specific to large
market growth areas: Econ, Dev Studies, Psychology, Computing
8. Jan 2013 – May 2013 deploy 9. March 2013 – meet with board, create next calendar
Thank You - Q & A
Please Visit Us! Blog Program
Blog
Social YouTube
Company Blog Twitter Facebook
Content Marketing Bootcamp February 21, 2013
San Francisco, California hosted by