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Got Content? Check. Now what? Priscilla Brave Content Producer, Spiceworks Lauren McCadney Director, Digital Engagement, CDW @lmccadney @pjbrave

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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

Creating Great Content

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

The “Big Idea”

Program Structure

Landing Page

8-Part Video Series

Spiceworks

#1: Insight

•  Humor •  Challenged end-users •  Management expectations •  Constant demands •  Lack of recognition •  Love for what they do •  “We see you!”

#2: Scale

Turn a “Day” into an “Event”

Operation Integration

Embrace Partners

#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”

How it all came together

How it all came together

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).

Additional Resources

The Spiceworks Marketing Lookbook spiceworks.com/marketing/resources/

What’s Next?

2:30 PM – Room 4 Creating On-Line Events that Work Panel Discussion

2:30 PM – Room 5 The Data Dilemma: How To Use It Eaton Corp. Case Study