content marketing strategies conference: ted greenwald attract & engage audiences with custom...
Post on 13-May-2015
2.179 Views
Preview:
DESCRIPTION
TRANSCRIPT
is the custom publishing division of PCWorld | Macworld
MACWORLD founded 1983
5.6 Million unique users online
1.5 Million print readers
Source: IntelliQuest Consumer Doublebase study (2009-2010), Omniture SiteCatalyst
PCWORLD founded 1982
15 Million unique users online
4.5 Million print readers
Why Content Works?
• 8 of 10 marketing/media professionals surveyed* said custom content will be a “critical” or “very important” means of engaging with customers in the coming year
• IDG’s Custom Solutions Group has had great success in custom publishing for the enterprise market
• Our advertising partners are asking for custom content
Source: IDG Global Research, Fall 2010
Harnessing the expertise of PCWorld and Macworld, Content Works creates powerful content that attracts, educates, and motivates serious tech buyers.
A meta-organization within
Design
Sales
Research
Web Development
Print Production
Project Management
Editorial
My RoleBACKGROUND:
• Editor of technical subject matter for broad audiences
• 10 years at Wired
• Two stints as editor-in-chief at technical magazines for creative professionals
FUNCTION:
• Essentially editor-in-chief
• But with a full-spectrum media palette
• I dream up information packages and oversee their creation
CONTENT & DISTRIBUTION
Content
Multiplatform
Internet
Mobile
Live events
Multimedia
Text
Photos
Illustrations
Diagrams
Video
Interactive
Multiformat
Magazines
Web sites
Podcasts
Blogs
Social profiles
Apps
Games
Contests
Distribution
PCWorld | Macworld
IDG Tech Network
Client outlets
Partner sites
Social networks
App stores
Recent Partners
. . . What is great content, anyway?
Goal: Great content.
Great Content is an experience
You become lost in the presentation.
You return enlightened and inspired.
What can great content do for a business?• Engage target audience
• Make brands more credible
• Lead potential customers through funnel
• Provide valuable, wholly-owned assets
Challenges to
• Wall between ad and edit
• Differentiation between custom and editorial
• Maintaining journalistic standards while meeting marketers’ demands
Opportunities for
• Recognized brand
• Subject-matter expertise
• Journalistic approach
• Focus on user experience
• Existing client relationships
Church and state
We brand PCWorld | Macworld Content Works differently
CASE STUDIES
Case study: Adobe Acrobat 9
• Daily blog
• 12 weeks
• Addressing tech-savvy audience
• Build excitement around HTML5
• Restrictions on comments, sharing
Case study: Sprint
Case study: Sprint
Case study: Linksys
Best practices
• Allow time for excellence
• Specify all parameters of project up front
• Establish project ownership on client side
• Keep your eye on the concept
“Do what you do so well that they will want to see it again and again and bring their friends.
- Walt Disney ”
top related