10. #integrate14
@leeodden
What
is
the
most
significant
disrup5ve
force
in
the
digital
media
world
affec5ng
marke5ng
and
communica5ons?
11. #integrate14
@leeodden
“The
explosion
of
mobility
and
connec5vity
is
the
most
disrupGve
force
in
markeGng
communicaGons
today.”
Ma5
GenGle,
Global
Director,
Social
Media
Century
21
Real
Estate
Informa5on
Access
70%
Of
Digital
Users
Access
Internet
Across
MulGple
Devices
Millennial
Media
Cross
Screen
Study
2014
12. #integrate14
@leeodden
“The
dirty
secret
of
the
internet
is
no
one
reads
any
more.
You're
lucky
if
they
skim.
This
is
why
imagery
and
pictures
have
become
everything
and
someGmes
the
only
thing.”
Rob
Birgfeld,
Senior
Director,
Digital
MarkeGng
&
CommunicaGons,
Inova
Health
System
Consumer
ADD
13. #integrate14
@leeodden
Lis5cles
&
Cat
Pics
Bea5ng
NY
Times?
Source:
Nieman
Journalism
Lab
New
York
Times
InnovaGon
Report
14. #integrate14
@leeodden
“The
biggest
disrupGve
force
I'm
seeing
is
how
data
is
enabling
more
granular
content
targe5ng
which
in
turn
drives
a
need
for
more
customized
content.”
Jennifer
Lashua,
Editor
in
Chief,
Intel
CorporaGon
Op5mized
Personaliza5on
21. #integrate14
@leeodden
Opportuni5es
Find
unmet
informaGon
needs
–
and
fill
them!
• 5
years
-‐
top
900
sites
In
the
U.S.
overall
• Industry
leader
in
the
social
media
space
• Opened
doors
to
other
businesses
22. #integrate14
@leeodden
If you want to ensure your brand is
in the media…
…then become the media.
23. #integrate14
@leeodden
Community
>
300K
Website
Twitter
Facebook
YouTube
Flickr
LinkedIn
Slideshare
White Papers
Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation
& Curation
Guest Posts
Events
eBooks Pinterest
Blog
24. #integrate14
@leeodden
Digital
Media
Disrup5on
Media
Companies
Brand
Publishers
Media
Consump5on
26. #integrate14
@leeodden
“Brands
no
longer
need
to
rely
exclusively
on
tradi5onal
publica5ons
to
create
content
to
gather
audiences
for
adverGsers.
Rather,
brands
now
have
the
freedom
to
speak
to
their
audiences
directly.”
Stephanie
Losee,
Managing
Editor,
Dell
Brand
to
Consumer
Publishing
28. #integrate14
@leeodden
“We're
building
out
the
digital
Newsroom
at
Intel
and
really
moving
to
a
model
of
more
journalis5c,
consumer-‐driven
stories
and
content
aligned
to
real-‐5me
interests
&
trends.”
Jennifer
Lashua,
Editor
in
Chief,
Intel
CorporaGon
Brand
Digital
Newsroom
29. #integrate14
@leeodden
Digital
Media
Disrup5on
Media
Companies
Brand
Publishers
Media
Consump5on
31. #integrate14
@leeodden
“Today’s
consumers
are
interacGng
on
screens
of
all
types
and
sizes
and
they
are
ready
to
connect
with
your
business
at
any
moment.
That’s
a
huge
opportunity,
but
only
if
you
are
prepared
to
interact.”
Ma5
GenGle,
Global
Director,
Social
Media
Century
21
Real
Estate
Mobilized
for
Customers
32. #integrate14
@leeodden
Op5mize
for
Mul5
Device
Experience
“It's
mobile-‐first
for
us
now
-‐
if
it
doesn't
work
on
mobile,
we
don't
publish
it.”
Jennifer
Lashua,
Intel
Image:
Chitra
Tatachar
37. #integrate14
@leeodden
“Content is the
currency for
building social
relationships
that can boost
earned media.”
38. #integrate14
@leeodden
We’re
All
in
the
Content
Business
Digital
PR
Messaging
Strategy
Newsroom
Blog
Posts
Press
Releases
Case
Studies
Social
Content
Newsle5ers
Contributed
ArGcles
White
Papers
Events
Video,
Image,
Audio
Digital
Marke5ng
Content
Strategy
Website
Blog
Landing
Pages
Newsle5er
White
Papers
Social
Media
Microsites
AdverGsing
Webinars
Email
Video,
Image,
Audio
93% of B2B
Marketers Use
Content Marketing
Content
MarkeGng
InsGtute
2014
39. #integrate14
@leeodden
Content
Marke5ng
Maturity
Model
Stasis
Focus:
status
quo
StaGc
Few
resources
IniGal
experiments
Brand
centric
Production
Focus:
quanGty
Strategy
Process
CreaGon
“More
is
Be5er”
SEO
centric
Utility
Focus:
quality
FuncGonal,
useful
Customer
focused
Refined
process
Social
centric
Storytelling
Focus:
experience
Seek
to
dominate
USP
Brand
leadership
OpGmized
buy
cycle
IntegraGon
MulG
&
Omni
Channel
Monetization
Focus:
ecosystem
MarkeGng
ROI
Content
Publishing
ROI
SyndicaGon
ROI
Services
ROI
Scale
Source:
TopRank
Online
MarkeGng
40. #integrate14
@leeodden
We’re
All
in
the
Social
Media
Biz
Digital
PR
Social
Listening
Social
Content
Social
Engagement
Social
Ads
Grow
Networks:
Facebook
Twi5er
Google+
LinkedIn
YouTube
Pinterest
Digital
Marke5ng
Social
Monitoring
Community
Building
PromoGon
Social
Content
Social
Ads
Grow
Networks:
Facebook
Twi5er
Google+
LinkedIn
YouTube
Pinterest
64% of B2B
Marketers Use Social
Media Marketing
Business2Community
43. #integrate14
@leeodden
Align
Content
&
Customer
Journey
awareness consideration purchase retention advocacy
PR
Radio
TV
Print
Word
of
Mouth
Direct
Mail
Email
Ecommerce
Store
FAQ
Knowledge
Base
PromoGons
Newsle5er
Social
Networks
Blog
Website
Community
Forum
Online
Ads
Email
PPC
Social
Ads
Blog
Reviews
Media
PR
Social
Search
45. #integrate14
@leeodden
Create
Signals
of
Credibility
Your
Brand
=
XYZ
XYZ
XYZ
XYZ
XYZ
XYZ
XYZ
Search
Social
Networks
Content
MarkeGng
Industry
Media
&
News
Referrals/WOM
AdverGsing
XYZ
Local
46. #integrate14
@leeodden
Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
Editorial
Calendar,
Repurpose
Social & SEO
Networking,
PR, Linking
Who are you
writing for?
What do they
care about?
What stories
will connect
you?
Make it easy to
find & share
awareness consideration purchase retention advocacy
Op5mized
–
Socialized
-‐
Publicized
47. #integrate14
@leeodden
Buying
Cycle
Keywords
Social
Topics
Content
Type
Awareness
broad
general
issues
blog,
byline,
social
Interest
category
invesGgaGve
video,
social
ConsideraGon
comparison
demos
feature
comparison,
reviews
Purchase
transacGonal
referrals
exclusive
RetenGon
Gps
connect
with
other
users
be
a
resource
Advocacy
supporGng
parGcipaGon
deliver
as
promised!
Journalist
Pain
Points
• Deadline
to
meet
• In
need
of
another
source
• Need
a
different
story
perspecGve
• Quotes,
stats,
research
Align
Topical
Needs
With
Content
Stan
OpGmized
&
Socialized
Content
Plan
awareness consideration purchase retention advocacy
48. #integrate14
@leeodden
MarkeGng
Strategy
PR
Strategy
Service
Strategy
Integrated
Marke5ng
In
Ac5on
Business
Goals
Customer
Insights
TacGcal
Mix
ImplementaGon
Key
Performance
Indicators
Business
Outcomes
Jane
I
like
to
save
Gme,
great
service.
I
use
FB
and
Twi5er.
I
blog
too.
Sell
more
premium
widgets.
Connect
with
higher
end
cust.
Poll
C.S.
reps
for
common
quesGons.
Get
PR
to
place
stories
about
premium
widgets:
save
Gme,
great
service.
Blog
posts,
comments,
Tweets,
video.
Media
placements,
blogger
outreach,
Tweets,
video,
images,
product
photo
contest
Exposure,
media
hits,
blogger
placements,
social
shares,
network
growth,
visits,
sign-‐ups
Sales
of
premium
widgets,
shorter
sales
cycle,
order
volume
I
love
my
new
shiny
widget.
I’d
be
happy
to
endorse!
49. #integrate14
@leeodden
Par5cipa5on
Marke5ng
74k
Views
on
SS
1000’s
Shares
140+
Embeds
100’s
Referrals
to
Landing
Pages
Objec5ves:
• Promote
the
Event
• Promote
Speakers
• Create
a
Resource
for
all
Marketers
• Create
RelaGonships
50. #integrate14
@leeodden
Where
Does
This
Fit
For
SEO?
Content
MarkeGng
Rocks
Content
MarkeGng
eBook
Content
MarkeGng
Tips
Content
MarkeGng
World
Content
MarkeGng
Experts
Content
MarkeGng
Influencers
Content
MarkeGng
Conference
Content
Marketers
Content
MarkeGng
Influencers
“Content
Marke5ng”
51. #integrate14
@leeodden
Where
Does
This
Fit
For
Social?
Content
MarkeGng
Rocks
Content
MarkeGng
eBook
Content
MarkeGng
Tips
Content
MarkeGng
World
Content
MarkeGng
Experts
Content
MarkeGng
Influencers
Content
MarkeGng
Conference
Content
Marketers
Content
MarkeGng
Influencers
“Content
Marke5ng”
53. #integrate14
@leeodden
Success
Metrics
Attract Engage
$$$
Convert
Reach
Search
Visibility
Social
Network
Visibility
Views
&
Impressions
Traffic
by
Source
Traffic
by
Segment
Content
DistribuGon
Media
&
Blog
Placements
Brand
+
Affinity
Brand
SenGment
Content
Consump5on
Page
Views
Click
Throughs
Social
Network
Size
Social
InteracGons
Content
InteracGons
Comments,
Shares
Time
on
Site,
Content
Paths
Through
Site
Form
Data
Captured
Newsle5er
SubscripGons
Demo
&
Trial
Requests
Contact
Us
Orders
-‐ Order
Volume
-‐ Order
Frequency
-‐ Length
of
Sales
Cycle
-‐ Revenue
Per
Order
54. #integrate14
@leeodden
3
Key
Takeaways
You
want
in
the
media?
Become
the
media!
Build
amplificaGon
into
the
content
design
process
-‐
be
the
best
answer,
wherever
customers
are
looking
Keep
content
accountable
across
channels
–
a5ract,
engage,
convert
1
2
3
55. #integrate14
@leeodden
Thank
You!
Time
for
Q/A
@LeeOdden
lee@toprankmarkeGng.com
1-‐877-‐872-‐6628
TopRankMarkeGng.com
MarkeGngBlog.com
OpGmizeBook.com
