Creating a Content Continuum
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Presented By: Tim Hurley, Founder and Managing Partner Creating a Content Continuum
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Transcript of Creating a Content Continuum
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: CIO STRAIGHTalk
Case Study: IBM Software
Recommended Reading
Connect with Me:
www.linkedin/com/in/timothyjhurley
www.twitter.com/thurley
Thank You!Questions?
www.thinkmediapartners.com
