About 90 percent of CMOs report that they see value in content marketing – but it can be a daunting challenge to provide useful, visible, and engaging content with consumers who expect your brand to be present wherever and whenever they do comparison shopping on search, or when they ask you a question on Twitter. And increasingly consumers are combining search and social to learn about brands and share their opinions with each other.
On November 8, 2012, Rob Garner, VP, Strategy, iCrossing, was joined by Forrester analyst Darika Ahrens, for a webinar that showed you how to make your brand relevant 24/7 by providing real-time marketing content to the digital consumer.
The webinar included insights from a new book by Rob Garner – Search and Social: the Definitive Guide to Real-Time Content Marketing – to show you how you can harness the value of search and social to build a connected brand in the age of the empowered consumer.
Find out more: http://www.icrossing.com/wiley-announces-search-and-social-the-definitive-guide-to-real-time-content-marketing
29. If you have a web site or any web
presence, then you are a publisher
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30. To build a connected brand with the always
addressable consumer, you need to
become a real-time content marketer
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31. Being a real-time content marketer means being
always present with useful and engaging
content for the always addressable consumer
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32. Elements of Real-Time Content Marketing
• An organizational shifts from passive to real-time
engagement
• A redefining of audience
• A redefining of brand to include the audience
• A greater commitment to sincerity
• A reworking of the definition of social media to become
more inclusive of search principles
• A redefinition of the word publishing
• A commitment to being a “marketer as media publisher”
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33. Real-time content marketing requires
brands to harness the power of
search, social, and content
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34. The always addressable consumer is already
comfortably using search and social to find
you and talk about you
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35. So why not share useful and engaging
content wherever the always addressable
consumer is finding and talking about you?
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40. Key considerations
• Reevaluate your existing program
• Prepare for a real-time presence
• Identify gaps in audience targeting and content
• Perform a technical audit
• Perform a social audit
• Determine how search, social, and content feed into
each other, and provide attribution
• Establish key metrics and benchmarks
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41. Thank you
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
Copyright iCrossing - Proprietary and Confidential 41
41
42. #iCRealTime
Q&A
Stay Connected with iCrossing
Find out more at www.icrossing.com
Call us toll-free at 866-620-3780
Email us at findout@icrossing.com
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@icrossing and @thecontentlab
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43. Thank you
Rob Garner
VP, Strategy, iCrossing
Rob.Garner@icrossing.com
www.icrossing.com
Darika Ahrens
Analyst, Forrester Research, Inc.
Dahrens@forrester.com
www.forrester.com