Presented By:Tim Hurley, Founder and Managing Partner

Creating a Content Continuum

• Brave New (Media) World– Consolidation, fragmentation – challenges and

opportunities• Today’s B2B Buyer Influencers• The Media Revolution• The New Marketing Imperatives• Creating A Content Continuum

– Content Creation/Syndication/Curation• Case studies of Content Continuum in action• Q&A

AGENDA:

The Apocalypse Is Upon Us

Photo credit: zachwass2000 on flickr

Apocalypse is Upon Us

The

Print Media: On Life Support?

• 46% of Americans get their news online three times a week.

• Print media are still below the pre-recession ad spending levels of two years ago. Newspapers were one of the hardest hit, with a -3.5% change in measured ad spending.

• Experimentation with new types of content to offer/charge for.

Or Peacefully Co-Existing?

Media Morphing

Search

Traditional Media

Blogs/Online

Social Media

Old School vs. Digital Age

The Newsroom of the Future

April 6, 20118

B2B Buyer Influences

How IT buyers View/ Use Content in Their Decision-Making Process (Source: IDG Connect)

Social Media Consumption: Tech Buyers

Source: IDG Research Audience Engagement Study Base (3,658 technology buyers worldwide)

The Social Media ReEvolution Revolution

Marketers Must Adapt …And…

Creating the Content Continuum

Define Problem, Objective; Set Goals

Establish Content CoE

Determine Channel Selection

Defining the Content Continuum

Content

CreationSyndication Curation

Content Continuum Components

• Blog• Community Content• Podcast• Videos• Photos• Presentations• Whitepapers• eBooks• News Releases• Commissioned Research• Surveys• Executive PoVs

What is Content Syndication?

• Syndication—publishing or broadcasting of materials simultaneously in multiple places

• Content:

• Content that cannot be found will not make money• Only syndicate quality content

Really Simple Syndication

• Circulate to select prospects via a personalized e-mail/ e-mail series, video e-mail

• Highlight via your email signature with hyperlink

• Add to your corporate website’s newsroom

• Push to media circles:

• Package top articles/content into an eBook

• Create a to tell a story by highlighting key points

• Craft key points into a “how to” or whitepaper

Content Curation Is…

• Editing on steroids• Just a proxy for social media• Something that can be completely automated• The 21st century news room• Done quickly, easily, cost-effectively• Authoritative social journalism• Happening as I speak

The Curation Hype Curve

Content Curation Toolbox

Curation in Action

Brand

RS

S F

eed

s

The Continuum Checklist

Identify Content Creators, Curators Poll Stakeholders

Develop Strategy

Editorialize

Track, Measure, Adapt

Rinse, Repeat

Content Continuum Success Stories:

Case Study: Charlie Sheen

Case Study: HubSpot

Case Study: CIO STRAIGHTalk

Case Study: IBM Software

Recommended Reading

Connect with Me:

www.linkedin/com/in/timothyjhurley

www.twitter.com/thurley

thurley@thinkmediapartners.com

Thank You!Questions?

www.thinkmediapartners.com