how to create a thought leadership content engine
TRANSCRIPT
1. Webinar: How to Create a Thought Leadership Content Engine Presenter: Paul Salvaggio, VP of Marketing Operations Contact: [email protected], @paulsalvaggio Admin: Gerry Knall, Content Marketing Consultant Contact: [email protected], @gerrybackbone Q&A: email questions to [email protected] Copyright 2015, BackboneMedia.com, All rights reserved. 2. Webinar: How to Create a Thought Leadership Content Engine Presenter: Paul Salvaggio, VP of Marketing Operations Contact: [email protected], @paulsalvaggio Admin: Gerry Knall, Content Marketing Consultant Contact: [email protected], @gerrybackbone Q&A: email questions to [email protected] Agenda: INTRO DATA HOW TIPS Q&A Copyright 2015, BackboneMedia.com, All rights reserved. 3. THE GEICO FACTOR - Content Saturation Copyright 2015, BackboneMedia.com, All rights reserved. 4. The Greatest Misconception in Content Marketing Rand Fishkin: It takes Moz an average seven and a half visits before someone signs up for a free trial. Copyright 2015, BackboneMedia.com, All rights reserved. 5. Copyright 2015, BackboneMedia.com, All rights reserved. Well, did you know words can hurt? 6. Background: Content Analytics Company - Cymfony Digital Marketing Agency - Backbone B2B Clients Content Experiences 100 Trends & Predictions Campaign Reviewed Research Reports Copyright 2015, BackboneMedia.com, All rights reserved. 7. Thought Leaders: Copyright 2015, BackboneMedia.com, All rights reserved. 8. Thought Leaders: subject matter experts Copyright 2015, BackboneMedia.com, All rights reserved. 9. Thought Leaders: subject matter experts company executives, engineers, scientists Copyright 2015, BackboneMedia.com, All rights reserved. 10. Thought Leaders: subject matter experts company executives, engineers, scientists partners, advocates, analysts, employees Copyright 2015, BackboneMedia.com, All rights reserved. 11. Thought Leaders: subject matter experts company executives, engineers, scientists partners, advocates, analysts, employees customers Copyright 2015, BackboneMedia.com, All rights reserved. 12. 3 Mega Trends: Substance Simplicity Speed (source: McKinsey, The Dawn of Marketings New Golden Age ) Copyright 2015, BackboneMedia.com, All rights reserved. 13. Webinar: How to Create a Thought Leadership Content Engine Presenter: Paul Salvaggio, VP of Marketing Operations Contact: [email protected], @paulsalvaggio Admin: Gerry Knall, Content Marketing Consultant Contact: [email protected], @gerrybackbone Q&A: email questions to [email protected] Agenda: INTRO DATA HOW TIPS Q&A Copyright 2015, BackboneMedia.com, All rights reserved. 14. Supporting Data: 93% of B2B technology marketers use content marketing to attract and retain customers. (source: CMI, 2015) Copyright 2015, BackboneMedia.com, All rights reserved. 15. Supporting Data: 93% of B2B technology marketers use content marketing to attract and retain customers. (source: CMI, 2015) 66% of B2B Marketers of dissatisfied with content marketing results (source: MarketingProfs, 2015) Copyright 2015, BackboneMedia.com, All rights reserved. 16. Supporting Data: 93% of B2B technology marketers use content marketing to attract and retain customers. (source: CMI, 2015) 66% of B2B Marketers of dissatisfied with content marketing results (source: MarketingProfs, 2015) 87% of marketers are struggling to create engaging content (source: Forrester, 2015) Copyright 2015, BackboneMedia.com, All rights reserved. 17. Content Marketing Hype Cycle Copyright 2015, BackboneMedia.com, All rights reserved. 18. TL Benefits: Increases Content Quality and Volume Increases Brand Visibility & Personalization Increases Brand Trust KEY: Increases Brand Differentiation (source: Forrester Report: Thought Leadership: The Next Wave Of Differentiation In B2B Marketing) Copyright 2015, BackboneMedia.com, All rights reserved. 19. Webinar: How to Create a Thought Leadership Content Engine Presenter: Paul Salvaggio, VP of Marketing Operations Contact: [email protected], @paulsalvaggio Admin: Gerry Knall, Content Marketing Consultant Contact: [email protected], @gerrybackbone Q&A: email questions to [email protected] Agenda: INTRO DATA HOW TIPS Q&A Copyright 2015, BackboneMedia.com, All rights reserved. 20. Increase Content Quality and Volume Copyright 2015, BackboneMedia.com, All rights reserved. 21. 3 Mega Trends: Substance Simplicity Speed (source: McKinsey, The Dawn of Marketings New Golden Age ) Copyright 2015, BackboneMedia.com, All rights reserved. 22. Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity Speed 23. Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity Speed Thought Leader 24. Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity Speed Thought Leader Recorded Call 25. Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity Speed Thought Leader Recorded Call MegaContent Pre-Funnel Slideshare Social Images Twitter, LinkedIn, G+, FB Top-Funnel Video Podcast Blog Post Transcripts Mid-Funnel eBook WhitePaper Case Study 26. Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity Speed 27. Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity Speed 28. Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity Speed 29. Copyright 2015, BackboneMedia.com, All rights reserved. Leveraging 3 Marketing Mega Trends Substance Simplicity Speed 30. Copyright 2015, BackboneMedia.com, All rights reserved. STEP 1: Research Your Target Audience 31. Copyright 2015, BackboneMedia.com, All rights reserved. STEP 2: Create a Thought Leadership Operation 32. Copyright 2015, BackboneMedia.com, All rights reserved. Step 3: How to Sustain the Operation Substance Simplicity Speed 33. Webinar: How to Create a Thought Leadership Content Engine Presenter: Paul Salvaggio, VP of Marketing Operations Contact: [email protected], @paulsalvaggio Admin: Gerry Knall, Content Marketing Consultant Contact: [email protected], @gerrybackbone Q&A: email questions to [email protected] Agenda: INTRO DATA HOW TIPS Q&A Copyright 2015, BackboneMedia.com, All rights reserved. 34. TIPS: Identify a Champion Create MegaContent Showcase Champion Create TL Scorecard Get Executive Buy-In Document Process Possibly Outsource Copyright 2015, BackboneMedia.com, All rights reserved. 35. Copyright 2015, BackboneMedia.com, All rights reserved. GEICO Ad = Thought Leader Content Engine 36. Copyright 2015, BackboneMedia.com, All rights reserved. Got Questions? Next Steps: Email [email protected] Visit BackboneMedia.com/Samples for Sample MegaContent IF DIY - Find a TL Champion to Run a Pilot IF Outsource - Email [email protected] for pricing 37. Copyright 2015, BackboneMedia.com, All rights reserved. Resources: The Greatest Misconception in Content Marketing - https://moz.com/blog/the-greatest-misconception-in- content-marketing-whiteboard-friday The Dawn of Marketings New Golden Age - http://www.mckinsey.com/insights/marketing_sales/the_dawn_of_marketings_new_golden_age Thought Leadership: The Next Wave Of Differentiation In B2B Marketing - https://www.forrester.com/Thought+Leadership+The+Next+Wave+Of+Differentiation+In+B2B+Marketing/fulltex t/-/E-res58694 B2B Technology Content Marketing: Benchmarks, Budgets and Trends - North America - http://www.slideshare.net/CMI/b2b-technology-content-marketing-benchmarks-budgets-and-trends-north- america