content rising | boston 2014

Tricia Travaline | @travwin | #ContentRising


Welcome to

Content Rising


86% OF PEOPLE

WHO SKIP TV ADS% DECLINE IN

TECH TRADESHOW SPENDING

% OF DIRECT MAIL NEVER OPENED

SOURCES: THE GUARDIAN,. TSEA.ORG,, & EPA.GOV,

46 44


stop interrupting what people love, and become what people love...


insight storytellers sustainability amplification measurement


Clare McDermott, EditorChief Content Officer Magazine


Pierre-Loic Assayag, CEOTraackr


Seth Dotterer, VP, MarketingConductor


Tom Gerace, CEOSkyword


Gregg Freishtat, SVP, Strategic AlliancesOutbrain

Clare McDermott | @soloportfolio | #ContentRising

Clare McDermottEditor, CCO Magazine

@soloportfolio

The State of Content Marketing


Magazine SoloPortfolio


“Enthusiasm for content marketing is high; however, marketers are still unsure about the effectiveness & impact of individual tactics, distribution channels, and measurement techniques.”

2010 Benchmarks, Budgets & Trends Report,Content Marketing Institute

We began our research in 2010 … …


Content Marketing 2014

B2B Marketers:42% consider themselves effective

B2C Marketers:34% consider themselves effective

2014 Benchmarks, Budgets & Trends Report,Content Marketing Institute


Thomas Hawk

Tricia Travaline | @travwin | #ContentRisingClare McDermott | @soloportfolio | #ContentRising


B2B Marketers:



B2C Marketers:



7 out of 10 believe marketing will look different in the near future ...

None know what it will look like.

What does the future look like?

What do senior marketers say?


Ad hoc & complex …

“We are making it up.”

What does your content marketing team look like?



30% document strategy … 60% feel OK about it.

Tell us about your content marketing strategy.



How to scale.How to overcome silos.

… “This is really messy.”

What are your challenges?


Pierre-Loic Assayag | @pierreloic | #ContentRising

Traackr:Influencer Management Platform


Every marketer runs an influencer program.


Influencer marketing is aboutbuilding and managing impactful relationships with your influencers



Traackr is the platform to structure & scale your influencer marketing. (Think sales before & after CRM)


Influencer creates impact



Your goal:Influence the influencers



Get started today!


Thanks!

Seth Dotterer | @dotterer | #ContentRising

Conductor:SEO + Content Marketing + Social = Web Presence Management


The Web Presence Management company

the world’s best brands depend on to earn the digital customers paid advertising can’t buy.



Marketers invest heavily in site experience


Great content optimizes for your site AND for web discoveryContent Has Dual Identities

Your Site


Marketers are addicted to buying traffic• Declining ROI• Limited Reach• Decreasing Effectiveness

YOUR SITE

PAID MEDIA

UNPAID WEB

$100Bis Spent Here


The untapped opportunity is in the ‘unpaid’ web

YOUR SITEORGANICMEDIA


Consumer strongly prefer the ‘unpaid’ web

Source: Conductor Study of over 310 Million Visits

65%

29%

6%

Unpaid (organic, referral, social)

Paid Media (PPC, display)

Direct

Web Traffic DistributionBy Acquisition Type

<6% OF TRAFFIC COMES FROM PAID


Content goes through many stages – and many handsContent Creation Lifecycle

Ideation

CreationPublishing

Promotion


Ideation

CreationPublishing

Promotion

SEO is not clean-up


The Way We OrganizeOur Teams is Broken



Splitting Earned Media Ownership Into Silos Doesn’t Scale

Creative &

Brand

=

Content that

looks good

SEO=

Content that gets

found

Social

=

Content that is shared


The Need for a “Web Presence Team” Emerges


Leveraging the Whole Organization

WPM TEAM CENTER OF

EXCELLENCE

SHARING

ENABLING

SHARING

ENABLING

SHARING

ENABLING

SHARING

ENABLING

LeadershipStakeholders

Product Stakeholders

ContentStakeholders

TechnicalStakeholders


Don’t overly rely on paid and owned to distribute your messageThink Holistically


Evolution of the SEO RoleSEO WPM

Channel Google All Unpaid Channels

Content Text Text, Video, Whitepapers, Articles,

Buyer’s Journey Stage Final Stage All Stages

Enablement Do It Myself Become part of the process

Marketing To Anyone Specific Personas


WPM transforms a brand’s web presence in ‘unpaid’ channels, like organic search, content and social, into a powerful acquisition method resulting in meaningful traffic & revenue increases.

Web Presence Management


Thanks!

Tom Gerace | @tomgerace | #ContentRising

Skyword:7 Questions to Answer for Sustainable, Meaningful Storytelling


Skyword

increase in social shares

46% 890,000page views in

one year

40hours a monthimprovement in productivity


7 Questions

1. Who are you trying to reach?


7 Questions

2. What mattersto them?


7 Questions

3. What stories shouldyour brand tell? ?

?

?


7 Questions

4. What actions are youtrying to trigger? !

$


7 Questions

5. Who are yourstorytellers?


7 Questions

6. How can you make storytelling sustainable and scalable?


7 Questions

7. How will you know ifyour stories resonate?

Gregg Freishtat | @gfreishtat | #ContentRising

Outbrain: Discover What’s Next.


Gregg Freishtat

SVP Strategic Alliances

Helping the world discover the most interesting content


PAIDOWNED

EARNED

ArticlesVideosBlogsBranded Hubs

Product Reviews

Media Coverage

Sponsored Articles

Native

Advertising

Content We Amplify


Immediate Reach + Scale

555Monthly

Unique Visitors Globally

MILLION


Of U.S. Online Population Uses Outbrain

8 %3Immediate Reach + Scale


Premium Publisher Network


Thanks!

content rising | boston 2014

Marketing

contentrising marketers

contentrising traackr

contentrising conductor

contentrising enthusiasm

contentrising welcome

contentrising thanks

contentrising seth dotterer

tricia travaline