Marketing Cloud: Winning Content Strategies Marketing Webinar

1. For Marketing Cloud March 8, 2012 Charlene Li Founder & Analyst @charleneli Rebecca Lieb Industry Analyst @lieblink Winning Content Strategies: Rebalance Your Organization to Deliver Effective Content

2. Image by Mark Garbowskiused with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/ We’re Tuning Out the Noise © 2012 Altimeter Group

3. 77% of Internet users do not engage with online advertising. A shift from “push” to “pull” marketing is imperative to brand survival. Source: Kramer, Staci D. "Pew: Online News Users Don’t Want To Pay—Or Look At Ads" The Economics of Digital Content. Mar. 2010. <http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-at-ads/>.

4. Shifting from “Push” to “Pull” Company culture Resources and staffing Budgets Service provider relationships Training Tools vs. strategy Advertising integration

5. Image by wjklosused with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213 It’s Time to Rebalance

6. A Need for “Rebalance” Advertising campaigns vs. continual initiatives New demands on marketing departments and the enterprise Emerging technology allows any brand to function as a media company

7. Organizations that rebalance now will enhance and improve their marketing initiatives, spend more effectively, and align to meet changing consumer expectations.

8. Image by icebirdyused with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850 Rebalance with Content © 2012 Altimeter Group

9. Content marketing is a pull strategy—it’s the marketing of attraction. It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information.

10. Three Types of Content Marketing Entertains Informs and Educates Provides Utility

11. Determine Your Purpose Entertain – IBM Inform and Educate Provide Utility

12. IBM Mainframe: The Art of the Sale video series entertains consumers, spreads virally

13. Determine Your Purpose Entertain – IBM Inform and Educate – American Express Provide Utility

14. AMEX leverages branded content to inform and educate with OPEN Forum

15. Determine Your Purpose Entertain – IBM Inform and Educate – American Express Provide Utility - GE

16. GE Transformers iPad app proves useful to its engineer community

17. Image by lwrused with Attribution as directed by Creative Commons http://www.flickr.com/photos/lwr/839359065 The Impact of Content © 2012 Altimeter Group

18. Content Marketing Builds Stronger Brands Awareness Trust Purchase Intent Word-of-mouth Customer Engagement Lower Acquisition Costs

19. Content Marketing Changes the Game Earned and owned media Long-term initiatives vs. short-term campaigns New skills as publishers, producers and community managers Evolution from advertisers to storytellers

20. Content: The New Marketing Equation Ecosystem Input Top-Level Findings Content Marketing Maturity Content Channel Confidence Q & A

21. Image by iandavidused with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 Ecosystem Input © 2012 Altimeter Group

22. Methodology: 56 Interviews with 19 Brands and 23 Content Service Providers Adobe Systems, Inc. American Express AT&T Coca-Cola Edelman Digital Federated Media Publishing Ford Motor Company General Electric IBM Intel Corporation JWT Nestlé Story Worldwide Toys "R" Us Wells Fargo

23. Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253 Top-Level Findings © 2012 Altimeter Group

24. Top-Level Findings Content initiatives are a significant investment. Content and advertising should be interrelated. Marketers are distracted by new channels and technologies. Over the next five years, content marketing will permeate the organization.

25. Rebalancing Requires Departmental Integration and Cultural Shifts • A cultural shift is needed across the enterprise, beyond the marketing department alone. • New training and skill sets will be required. • Content lives in all departments – stories are everywhere. • Enterprise social networking can assist in collecting content and giving employees a voice.

26. Image by zetsonused with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 Content Marketing Maturity © 2012 Altimeter Group

27. Altimeter’s Content Marketing Maturity Model

28. Altimeter’s Content Marketing Maturity Model

29. Altimeter’s Content Marketing Maturity Model

30. Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases Indium’s 73 blogs and 17 contributors are fueled by keyword research, with the goal of turning content into contacts into cash. Rick Short, director of marketing communications, leads the hyper-targeted blogging strategy – one that increased customer contacts by 600% within a single quarter.

31. Altimeter’s Content Marketing Maturity Model

32. EloquaExpands its Content Marketing with Creation of VP Content Marketing Role Joe Chernov launched Eloqua’s corporate blog and later used it to promote the company’s other content—made trackable by requiring users to provide contact information. This enabled Chernov to measure effectiveness, directly attributing $2.5M in revenue to four free guides in 2010. Lieb, Rebecca. Content Marketing: Think like a Publisher – How to Use Content to Market Online and in Social Media. Indianapolis: Que, 2012.

33. Altimeter’s Content Marketing Maturity Model

34. Nestlé’s BlackshawTakes Senior Leadership on Inspirational “Field Trip” to Silicon Valley

35. Altimeter’s Content Marketing Maturity Model

36. Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy

37. Content Channel Confidence © 2012 Altimeter Group

38. Where is Content Confidence Held? Base: 56 marketers; Size of bubbles above reflect marketers' intention to increase/decrease use of that content type over the foreseeable future. * Based on question: What are the most effective types of content you’ve used to promote your brand? ** Based on question: Which type(s) of content do you plan to phase out, use less of, or have found ineffective?; Source: Altimeter Group

39. How Will You Rebalance? © 2012 Altimeter Group

40. THANK YOU Charlene Li charlene@altimetergroup.com CharleneLi.com Twitter: charleneli Rebecca Lieb rebecca@altimetergroup.com RebeccaLieb.com Twitter: lieblink Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

41. ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at www.AltimeterGroup.com or contact info@altimetergroup.com.