The Rush Into Content Marketing

04/10/2023

The Rush Into Content Marketing Tom Stein, President & Chief Creative Officer

Activating Brands…and Businesses

SPBA’s purpose is to activate brands• Brands built on true insight into what customers are thinking

– to better understand what they need, and to frame everything the brand stands for in that context

• Brands that project relevance, topicality, energy – that are not afraid to take risks but that avoid gratuitous behavior at all costs

• Brands that believe – and manifest – that what they are doing is authentic and important

• Brands that are starters of and participants in important conversations

• Brands that deliver real value and make things better for all stakeholders

• Brands that are in demand, that inspire people, and that earn respect

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Points of Difference

Comprehensive, cutting-edge range of marketing capabilities

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Points of Difference

Points of Difference | Media Sector Experience

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2011: The Rush Into Content Marketing

Everyone needs content, and we're seeing that move on both the agency and client side in 2011

Discuss the recent trend among agencies, publishers, social media, SEO vendors and more rushing into the content marketing services space

Discuss how clients are viewing the role of content in their organizations, and where the opportunities lie for custom content providers

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A Tale of Six Companies

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Content-centric marketing solutions are now a pillar of media companies:• Integrated Marketing • Video Solutions • Database Solutions • Data & Analytics • Measurement & Insights • Mobile Marketing • Social Marketing

Enables teams to work together to capture new revenue

Valuations increasing for adoption of digital disciplines and 360-degree approach

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“Even more impressive was the 10% growth at Meredith Integrated Marketing, which is the publisher’s attempt to build a more solid alternative revenue stream to advertising.”

“The unit works directly with advertisers on campaigns, and could potentially upset the traditional balance between publishers, advertisers and ad agencies as it grows.”

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“At the moment, ad agencies don’t have too much to worry about. While the Meredith unit is still positive, it’s not exactly the juggernaut it was when Meredith marketing revs first shot up 50 percent between the summer of 2007 and 2008.”

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At the ABM Conference…A Rush to Marketing Services

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TechWeb Redefines Marketing Services

At UBM TechWeb, the former marketing services organization has been restructured and expanded to deliver marketing-as-a-service (MaaS)• These end-to-end marketing services – encompassing both

technology and the accompanying professional services – allow marketers to take advantage of TechWeb's expertise, infrastructure and people, rather than making those investments themselves

• Customers can pay for an entire program, following a traditional media model, or they can be charged fees for the services they use

• The MaaS group is building an expanded portfolio of offerings that includes social media program implementation, development of applications for mobile devices, creation of on-demand digital publishing products and a broad suite of marketing analytics products and services

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Dow Jones Content Lab Launches

Dow Jones recently rebranded SmartMoney Custom Solutions as the Dow Jones Content Lab

This business offers custom content services to marketers, whether they are clients of SmartMoney or other Dow Jones brands, such as Factiva or The Wall Street Journal

Marketers not currently advertising with Dow Jones properties can also use Dow Jones Content Lab

Dow Jones Content Lab offers a variety of content formats: print magazines and newsletters, direct marketing, web and apps, social media, educational booklets and seminar

Dow Jones Content Lab also offers “social media management,” helping marketers, particularly in the financial services arena, develop content to respond to online posts about their brands

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Penton Media Launches Penton Marketing Services

Penton Media, one of the largest business-to-business media companies, today announced the launch of Penton Marketing Services, providing content-driven products, digital media solutions and sales optimization tools

The new division will immediately leverage the company’s customer base of thousands of leading companies and agencies, its long-established expertise in 17 vertical markets and a business development team of close to 200 individuals across the country

Key vertical markets include manufacturing, technology, foodservice, public infrastructure, healthy lifestyles and agriculture to name only a few. Customers in these markets already work with Penton Media’s flagship publications, conferences and events and appreciate the deep industry expertise they represent

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Hearst Buys iCrossing

Hearst has finally succeeded in buying search marketing specialist, iCrossing

With this acquisition, Hearst has beat rival publisher Meredith in the race to add search ad services to its marketing arsenal

Search strategy is increasingly important to publishers and their advertisers, especially for cost-per-click advertising as part of larger marketing programs that Hearst would want to offer to its advertisers

Search could also aid Hearst’s social shopping site Kaboodle as well

iCrossing is more than just search, in terms of what it can offer Hearst as it attempts to round out its marketing operations, including mobile, e-mail, social media campaigns, website development and display and rich media creation

So while search may be its strong suit, the combination of Hearst’s brand behind it could also mean a broadening of iCrossing’s offerings as well

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Tectonic Forces

InternetSearchSocialVideoMarketing automation/CRMAccountability

Consumer Engagement

Complexity

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Secular -Shift in marketer focus from “advertising content” to “customer conversation,” and from “brandiing and awareness” to true “purchase funnel impact”-Marketers turning to below-the-line spending on multi-channel campaigns and programs to enhance ROI-Interactive agencies and digital assets taking a lead role in overall marketing and brand strategy across channels

Cyclical -B2B and B2C marketers are dedicating a higher percentage of post-recession budgets to online campaigns-Targeted, measureable and deemed more cost efficient

Segment -Expectations for engaging online experiences continue to favor video and rich media ad units and capabilities-Marketers need for reach will drive greater adoption of social media programs

Technical -On the frontend, marketers still looking for high production values and expertise with multi-channel and multi-media outlets, including social and mobile and the ability to target customers and optimize marketing spend-On the backend, marketers looking for technical expertise with targeting and analytics and integration of campaign data into enterprise marketing and CRM systems

Marketing Services | Key Trends and Drivers

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Marketing Services | Overview

The US marketing services industry generated approximately $215 billion in revenue in 2010

Overall US spending on digital media and interactive marketing expected to grow at a 17% CAGR from 2009 to 2014

Ad spending is continuing to shift away from traditional

Database marketing spending expected to grow to $120 billion by 2012

Online media spending expected to exceed $40 billion by 2012


31 Source: Morgan Stanley and Yahoo!

Print Radio TV Internet0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

12%16%

31%28%

26%

9%

39%

13%

Time Spent

Online Spend

% of Time Spent in Media vs. % of Online Spending, USA 2009

% o

f Tot

al M

edia

Con

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or A

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$50B Global Opportunity


32 Source: JEGI Capital

Marketing Services Accounting for an Increas-ing % of Total Revenue

AdvertisingSubscriptionDataMarketing Services

PEO | Orchestrating Opportunity

Roles of paid, earned and owned shifting significantly – particularly with the advent of owned and its impact on the other two

The result is that today, Brands are able to orchestrate multifaceted communications and conversations to/from their constituents, bypassing traditional paid media

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Paid Media Attributes• Gives you control, reach, targeting and share of voice; it is

projectable, predictable and easily measurable. You have absolute control over your messaging

Earned Media Attributes• Often leveraged in the context of an independent third

party speaking on a brand’s behalf, it carries far more credibility than paid media

Owned Media Attributes• Owned media is an opportunity to provide real value to a

target audience while maintaining control over the messaging

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SPBA has codified its approach to integrating paid, earned and owned (PEO) media

Real performance magic happens when all three media forms leverage off of each other

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The ongoing creation of branded streams of content delivered consistently to an audience constitutes a powerful new media channel that a brand can own

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To leverage “PEO,” the critical role of content quality cannot be overstated

-Brian Solis, Altimeter Group

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Microsoft | Cloud Power

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IBM | Smarter Planet

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Oppenheimer Funds | Globalize Your Thinking

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Corning | Guerilla Glass

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Emirates | Destination Radio App

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Toyota | Ideas For Good

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Chevron | Energyville

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“Make your audience more powerful and successful and you’ll benefit from that success.”

- Pat McGovern

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“Consumers will purchase from your business, or employees will go the extra mile to contribute to your success, only if they believe you really care about them and their interests.”

- John Kay

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“Content marketing is the ultimate exercise in customer focus.”

- Mike Azzara

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“The game’s afoot, and it’s worth billions to the winners.”

- Tom Stein

How to Win | Seriously

Define/redefine the business opportunity• Given the state of the industry, what are key gaps/competitive

vulnerabilities and unfulfilled needs that represent real business opportunity

Determine how to activate the opportunity• What is the optimum product/service strategy to realize the

opportunity• What is proprietary• What are the core sources of volume• How can you uniquely position your offering• What is the right pricing strategy

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Think through business model alternative• Organic• Acquisition• Hybrid

Build your business forecast• How high is up - 3 to 5 year forecast (revenue/margin)


Determine infrastructure • Talent acquisition • Training• Technology

Determine how to market and sell • Go-to-market plan• Business development plan

Establish and measure success• Define criteria • Deploy ongoing measurement framework

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Evolutions

Custom publishing

Content marketing

Brand publishing

Brand streaming

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Email: [email protected]

Thank you.

The Rush Into Content Marketing

Business

Transcript of The Rush Into Content Marketing