1. Re-inventing the
role of content in
UBM’s b2b media,
with stuff like
this...
Adrian Barrick
(@adrianbarrick)
Chief Content Officer, UBM
Digital Media Strategies conference, London
4 March 2014

2. Security managers organise themselves,
thanks to those helpful folk

3. Ahhh...those were the days
UBM had 155 magazines in 2007...and now?

4. Err, not the kind of ‘peer-to-peer
engagement’ we quite had in mind...

5. Video and radio shows rock
Live broadcasts have been effective in attracting attendees and stimulating discussion
• Live video broadcasts on Enterprise
Efficiency have generated an average of
500 registrants per show and an
average of 540 messages.
• Live video broadcasts on The SMB
Authority averaged over 300 qualified
registrants per show.
• These video broadcasts are also
generating high attendee rates with 52%
of registrants taking part.

6. …as do ‘digital universities’…
• Each individual 7DEE course attracts between 800 and 1,300 comments on the live chat
message board running in parallel to the lecture.
• 7DEE courses amass more than 20,000 comments on the message boards from qualified
attendees over a three-month period.
• More than 1,700 IT executives on average register for a 7DEE series.
A dedicated week of interactive tutorials on Internet Evolution – every week
Internet Evolution’s university
program was awarded a 2012 B2B
Award of Excellence from the
Business Marketing Association
and the Min’s 2011
Integrated Marketing WOW
Award.

7. Engineers - but possibly only engineers -
love this kind of thing
Bad office
Mad office

8. Really? Propeller beanie hats?
Hard to believe, but this worked too

9. Apart from the kit, editorial operations
hardly changed in 100 years – until now
1900s ‘news factory’
2000s ‘news factory’
but with ceiling tiles

10. What’s in it for our customers – and us?
Partners can build relationships with the community by posting their own content
• Customers can advertise,
sponsor categories, or buy
integrated marketing
campaigns
• Customers can connect
with the community by
posting white
papers, case studies,
and research papers
… with options to
add a social feed,
videos and blogs
from their leaders

11. Engaging stories persuade people to
sign up and attend events
This.... drove 25 000 hits a
month to the
registration page of...
....this

12. In a nutshell, content matters because…
Major stories are discovered
(rather easily in this case)
Get shared and engage
Then (maybe) change behaviour