Beyond the Content, presented by DWA/Hitachi at ClickZLive SF 2014
Beyond the Content, presented by DWA/Hitachi at ClickZLive SF 2014
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August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Beyond the Content Content as Part of your Overall Business Strategy Bob Ray DWA President, Americas Debbie Braney Hitachi Data Systems Integrated Marketing Leader
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Beyond the Content: Content as Part of Your Overall Business Strategy + Aligning your content strategy with key business objectives + How to integrate your content campaigns with your overall marketing strategy Moderator: Simon Heseltine, Senior Director of Audience Development, AOL Inc. Speakers: Debbie Braney, Integrated Marketing Leader, Hitachi Data Systems and Robert Ray, President Americas, DWA Media
Transcript of Beyond the Content, presented by DWA/Hitachi at ClickZLive SF 2014
August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Beyond the ContentContent as Part of your Overall Business Strategy Bob RayDWAPresident, Americas
Debbie BraneyHitachi Data SystemsIntegrated Marketing Leader
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive Deb
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August 11–14, 2014 | #CZLSF | @ClickZLive
HDS: A Turnaround StoryFROM 20 REASONS FOR BAD CONTENT MARKETING
BAD BEHAVIOR GUILTY?
It’s all about us, not them
Inconsistent or campaign (launch) driven
No call to action
Focused on the channel rather than the story
Not thinking with search in mind
Not appearing where your audience is looking
Not using all your content resources
Setting up the wrong measures
Author: Joe Pulizzi, Content Marketing Institute
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August 11–14, 2014 | #CZLSF | @ClickZLive
Content Marketing @ HDS
ContentMarketing
Strategy
Planning
Creation
Promotion
Management
Metrics
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August 11–14, 2014 | #CZLSF | @ClickZLive
Audience Discover Consider Decide
Business GAP GAP
Bridge
Technical GAP
Aligning Content to the Buyer’s Journey
Strategy
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August 11–14, 2014 | #CZLSF | @ClickZLive
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August 11–14, 2014 | #CZLSF | @ClickZLive
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August 11–14, 2014 | #CZLSF | @ClickZLive
Go To Your AudiencePromotion
100%
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August 11–14, 2014 | #CZLSF | @ClickZLive
Don’t UnderestimateMgt.
AuditPolicyLifecycleTaggingShelf LifePostingRetireUpdateRefreshRepurposeParent-ChildLocalizationTranslationMaintenanceVersion Control
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August 11–14, 2014 | #CZLSF | @ClickZLive
Measure What Counts
Volume
Variety
Consumption
Sharing
Patterns
Metrics
According to SiriusDecisions, 60% to 70% of the content being produced by B2B marketers goes largely unused.
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August 11–14, 2014 | #CZLSF | @ClickZLive
Lessons Learned• Start simple and grow from success• You can’t teach all old dogs new tricks• Repurpose to scale• Creativity is essential
