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TRANSCRIPT
Got Content? Check. Now what?
Priscilla Brave Content Producer, Spiceworks
Lauren McCadney Director, Digital Engagement, CDW
@lmccadney @pjbrave
State of Content Marketing
of surveyed B2B marketers use content marketing
86% Yet only 38% of respondents state they’re effective at content marketing*
*2015 Content Marketing Institute Report
Creating Great Content
• Provide value • Help, educate or entertain
• Talk straight/relate to them • Be authentic • Be unique
Objective: Engagement
• Celebrate and acknowledge the work done by SysAdmins which allows users everywhere to connect, collaborate and communicate worry-free
• Demonstrate that CDW "gets IT" by associating the brand with the mindset, values and challenges of the SysAdmin
#1: Insight
• Humor • Challenged end-users • Management expectations • Constant demands • Lack of recognition • Love for what they do • “We see you!”
#3: KISS (Keep it simple stupid)
“Tell us what one word (or share one image) best describes the life of a SysAdmin”
#3: KISS (Keep it simple stupid)
“Tell us what one word (or share one image) best describes the life of a SysAdmin”
Video Views +70K
Impact
+500 Spiceworks entries!
Social Link Clicks 31K!
Time on Page 4X Avg!
Video Views +92K!
Avg % Viewed 80% or Higher!
Entries vs YAGO +195%!
Revenue 6 figures!
Key Takeaways
• Strategy first, content second. • Speaking of content. It’s not about what you want to say; it’s
about what the audience wants to hear. • We are smarter than me! Play well with others. • Great content deserves great distribution. • Don’t under estimate the power of emotion in BtoB marketing
(Geeks have feelings too).