Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom...
-
Upload
dlvrit -
Category
Technology
-
view
2.181 -
download
1
description
Transcript of Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom...
![Page 1: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/1.jpg)
![Page 2: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/2.jpg)
is the custom publishing division of PCWorld | Macworld
MACWORLD founded 1983
5.6 Million unique users online
1.5 Million print readers
Source: IntelliQuest Consumer Doublebase study (2009-2010), Omniture SiteCatalyst
PCWORLD founded 1982
15 Million unique users online
4.5 Million print readers
![Page 3: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/3.jpg)
Why Content Works?
• 8 of 10 marketing/media professionals surveyed* said custom content will be a “critical” or “very important” means of engaging with customers in the coming year
• IDG’s Custom Solutions Group has had great success in custom publishing for the enterprise market
• Our advertising partners are asking for custom content
Source: IDG Global Research, Fall 2010
![Page 4: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/4.jpg)
Harnessing the expertise of PCWorld and Macworld, Content Works creates powerful content that attracts, educates, and motivates serious tech buyers.
![Page 5: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/5.jpg)
A meta-organization within
Design
Sales
Research
Web Development
Print Production
Project Management
Editorial
![Page 6: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/6.jpg)
My RoleBACKGROUND:
• Editor of technical subject matter for broad audiences
• 10 years at Wired
• Two stints as editor-in-chief at technical magazines for creative professionals
FUNCTION:
• Essentially editor-in-chief
• But with a full-spectrum media palette
• I dream up information packages and oversee their creation
![Page 7: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/7.jpg)
CONTENT & DISTRIBUTION
![Page 8: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/8.jpg)
Content
![Page 9: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/9.jpg)
Multiplatform
Internet
Mobile
Live events
![Page 10: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/10.jpg)
Multimedia
Text
Photos
Illustrations
Diagrams
Video
Interactive
![Page 11: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/11.jpg)
Multiformat
Magazines
Web sites
Podcasts
Blogs
Social profiles
Apps
Games
Contests
![Page 12: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/12.jpg)
Distribution
PCWorld | Macworld
IDG Tech Network
Client outlets
Partner sites
Social networks
App stores
![Page 13: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/13.jpg)
Recent Partners
![Page 14: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/14.jpg)
. . . What is great content, anyway?
Goal: Great content.
![Page 15: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/15.jpg)
Great Content is an experience
You become lost in the presentation.
You return enlightened and inspired.
![Page 16: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/16.jpg)
What can great content do for a business?• Engage target audience
• Make brands more credible
• Lead potential customers through funnel
• Provide valuable, wholly-owned assets
![Page 17: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/17.jpg)
Challenges to
• Wall between ad and edit
• Differentiation between custom and editorial
• Maintaining journalistic standards while meeting marketers’ demands
![Page 18: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/18.jpg)
Opportunities for
• Recognized brand
• Subject-matter expertise
• Journalistic approach
• Focus on user experience
• Existing client relationships
![Page 19: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/19.jpg)
Church and state
We brand PCWorld | Macworld Content Works differently
![Page 20: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/20.jpg)
![Page 21: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/21.jpg)
CASE STUDIES
![Page 22: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/22.jpg)
Case study: Adobe Acrobat 9
• Daily blog
• 12 weeks
• Addressing tech-savvy audience
• Build excitement around HTML5
• Restrictions on comments, sharing
![Page 23: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/23.jpg)
![Page 24: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/24.jpg)
Case study: Sprint
![Page 25: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/25.jpg)
Case study: Sprint
![Page 26: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/26.jpg)
Case study: Linksys
![Page 27: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/27.jpg)
![Page 28: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/28.jpg)
Best practices
• Allow time for excellence
• Specify all parameters of project up front
• Establish project ownership on client side
• Keep your eye on the concept
![Page 29: Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content](https://reader037.fdocuments.in/reader037/viewer/2022103114/55536943b4c905031f8b544c/html5/thumbnails/29.jpg)
“Do what you do so well that they will want to see it again and again and bring their friends.
- Walt Disney ”