Rebalancing for Content and the New Marketing Equation

  • Rebecca Lieb
  • September 2012

Abstract

What did 56 marketing directors of the most successful brands in the world say about the effects of content marketing and the relations between money invested and money earned? Rebecca Lieb, an American analyst and communications specialist, has conducted in-depth interviews with them and will share her key findings with you.

Slide contents

  • Rebalancing for Content and the New Marketing Equation
  • We're yuning out the noise
  • 77% of Internet users
  • Shifting from Push to Pull
  • As consumption habits shift, brands require media ubiquity
  • Shifting habits (2)
  • Investment in Earner and Owned increases in 2012
  • A closer look into each media type
  • It's Time to Rebalance
  • A need for Rebalance
  • Rebalance now
  • Rebalance with Content
  • It's the marketing of attraction
  • Content Marketing Builds Stronger Brands
  • Content Marketing Changes the Game
  • Set the Stage with Strategy
  • Three Types of Content Marketing
  • Entertains
  • Old spice
  • K-SWISS
  • Informs and Educates
  • AMEX Informs and Educates Customers with OPEN Forum Content
  • Mediative’s White Papers, Webinars, Video and Blog Educate Their Customers
  • Provides Utility
  • GE Transformers iPad App Proves Useful to Its Engineer Community
  • Charmin’s Sit or Squat App Helps People Find Nearby Public Restrooms
  • Building a Foundation for Content Marketing
  • Content Strategy
  • Execution Workflow
  • Publication Across Channels
  • Who Directs Content Initiatives?
  • Chief Content Officer Emerges as Leader
  • CCO Job Description, continued
  • Content: Other Supporting Roles
  • Conduct a Content Audit to Determine Current Assets, SEO Potential
  • Generate a Keyword List
  • Create an Editorial Calendar
  • Content is like leftover turkey.
  • Reuse and Repurpose for Greater Impact
  • Achieve Content Maturity
  • Altimeter’s Content Marketing Maturity Model
  • Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases
  • The CDC Gets Creative to Reach Younger Audience
  • Eloqua Expands its Content Marketing with Creation of VP Content Marketing Role
  • Nestlé’s Blackshaw Takes Senior Leadership on Inspirational “Field Trip” to Silicon Valley
  • Salesforce Leverages Video to Share Product Demos, Webinars, Events and More
  • Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy
  • Blendtec’s “Will It Blend” Videos Boosted Sales 700%
  • Content Channel Confidence
  • Where is Content Confidence Held?
  • Top-Level Findings
  • How Will You Rebalance?
  • Thank you
  • About us