Details the anatomy of a successful content marketing strategy and provides a case study example of a Fortune 100 financial institution. This was presented during the Online Marketing Summit in May 2010.

1. Online Marketing Summit
Phoenix, AZ | May 20, 2010
Content Marketing
Leveraging print, web and mobile to build
brand affinity
James Windrow
Director of Interactive Marketing
McMurry
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2. McMurry Overview
• One of the largest independent
marketing communications companies
in the U.S.
• Top 6 global content market company
• Full service video production
Clients:
HP, Canon, Disney, IBM, Mercedes
Benz, Nissan, Samsung
• Full service digital agency
• Full service Ad & PR agency
• Center for Professional Excellence

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4. Agenda
20-25 minute presentation
• Content marketing best practices
• Aon case study
Panel Q/A
• Best practices
• Crafting the most effective message
• Challenges
• Ubiquitous versus custom content
• Measuring ROI
• Reducing costs
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5. Photos Live Video Podcasts
Website
Publication
Wikis
Mobile
Content Strategy
Blogs
Forums
Client RSS
Goals
Social Media
Content Strategy Mobile Aps
Books
Video
Events
Microsites Video on
Demand Music

6. Anatomy of a Successful Content Marketing Strategy
1. Define (Research)
2. Design (Strategy)
3. Develop (Content)
4. Deploy (Platform)
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7. Anatomy of a Successful Content Marketing Strategy
Define (Research):
1. Client Objectives
2. Target Audience – Preferences, Motivations, etc
3. Key Performance Indicators
4. Success/Failure
Key Questions:
How do C-Suite Executives gathering/consuming information?
What information is most useful?
What motivates them to ask for more information?
How do we determine success?
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8. Anatomy of a Successful Content Marketing Strategy
Design (Strategy):
1. The message (tone, sophistication, entertaining/educational)
2. The visuals (brand consistent, appeals to target audience)
Key Questions:
How much industry jargon is appropriate?
How technical should the content be?
Is this a hard sell or a soft sell?
How will the market evolve?
How does the content marketing strategy evolve?
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9. Anatomy of a Successful Content Marketing Strategy
Develop (Content):
1. Articles
2. Video
3. Whitepapers
4. Webinars
5. User Generated
Key questions:
What client resources are available?
Based on preferences, which format should we focus on first?
Do we leverage lifecycle marketing to increase exposure?
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10. Anatomy of a Successful Content Marketing Strategy
Deploy (Platform):
1. Web
2. Print
3. Mobile
4. Social
Key Questions:
Is the platform flexible?
Are you cross promoting?
What are the adoption rates?
Are we achieving our goals (KPIs)?
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11. Aon Corporation is the leading global
provider of risk management
services, insurance
and reinsurance brokerage, and human
capital consulting.
37,000 Employees
500 Offices
120 Countries
2009 Revenue: $7.5B
Primary growth through acquisition.
450 acquisitions in ~20 years.
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12. Target Market
Corporate executives from the world’s
largest companies. Including CIO, CFO,
COO, Executive Director and many
others.
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13. Aon’s Challenge:
1. Establish themselves as a thought-
leader and expert in each industry
served.
2. Leverage this new position to build
relationships and create brand affinity.
3. Support renewed corporate initiatives
to ensure a consistent message and
visual brand.
(120 countries, 450 acquisitions)
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14. Solution
A high-quality custom publication.
1. Focus on providing very specific and highly targeted articles, case studies,
research and trends.
2. Tone is professional, technical, and written to engage highly educated
market.
3. Intended to clearly communicate value and establish Aon as experts.
4. Provide the sales team with a tool for establishing ongoing communication
with prospects.
5. Provide the account team with a tool for continued value-added
engagement.
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15. • Circulation: 11,000
• Client since Jan. 2007
• Bi-Annual Publication
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16. Extending the Relationship
The best content marketing strategies evolve as the market
evolves.
Focus on the relationship you want to build, not on the
tools. – Forrester
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17. Define (Research)
Personally gather information
79% for decision making
Access the Internet daily for
81% business intelligence
Use print or digital publications
77% for business intelligence
Start w/ search engines for
66% business intelligence
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18. Define (Research)
Find the Internet to be a
93% valuable source of information
Find print magazines to be a
53% valuable source of information
Emerging C-Suite Trends
Watch video to gather business
33% intelligence.
Use a Web-enabled mobile
31% device to search for or read
content related to work.
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19. Define (Research)
Want more insight into their
53% competitors
Want more insight into
41% customer trends
Want more insight into
38% technology trends
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20. Goals
Improve engagement as measured by:
1. Global adoption rate
2. Total unique visitors
3. Pageviews
4. Time on site
5. Mobile app adoption
6. Ability to extend reach through search
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21. Design (Strategy)
Based on 2009/2010 research of C-Suite executives:
1. Augment the print publication w/ a digital platform (web, mobile)
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22. Design (Strategy)
Based on 2009/2010 research of C-Suite executives:
1. Augment the print publication w/ a digital platform (web, mobile)
2. Create additional content and update the website monthly instead
of bi-annually
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23. Design (Strategy)
Based on 2009/2010 research of C-Suite executives:
1. Augment the print publication w/ a digital platform (web, mobile)
2. Create additional content and update the website monthly instead
of bi-annually
3. Develop email outreach program to tease new content
4/9/2012 23

24. Design (Strategy)
Based on 2009/2010 research of C-Suite executives:
1. Augment the print publication w/ a digital platform (web, mobile)
2. Create additional content and update the website monthly instead
of bi-annually
3. Develop email outreach program to tease new content
4. Use multimedia and interactive tools to further engage and provide
valuable insights
4/9/2012 24

25. Design (Strategy)
Based on 2009/2010 research of C-Suite executives:
1. Augment the print publication w/ a digital platform (web, mobile)
2. Create additional content and update the website monthly instead
of bi-annually
3. Develop email outreach program to tease new content
4. Use multimedia and interactive tools to further engage and provide
valuable insights
5. Stronger calls to action, including use of whitepapers, to drive
potential new leads to sales team
4/9/2012 25

26. Design (Strategy)
Based on 2009/2010 research of C-Suite executives:
1. Augment the print publication w/ a digital platform (web, mobile)
2. Create additional content and update the website monthly instead
of bi-annually
3. Develop email outreach program to tease new content
4. Use multimedia and interactive tools to further engage and provide
valuable insights
5. Stronger calls to action, including use of whitepapers, to drive
potential new leads to sales team
6. Larger audience (lower cost/reader)
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27. one.aon.com
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28. one.aon.com
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29. one.aon.com
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32. Results
In the 45 days since launch…
• More than 2,150 unique visitors
• 6.6 pageviews per session
• 8:49 average time on site
• 46% of visitors are from search engine using highly relevant
keywords (risk management, risk management strategy, crisis
management insurance, etc)
• 18% adoption rate of mobile app
• Strong website adoption in the
UK, Australia, Netherlands, India, Hong Kong and Germany.
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33. Multi-Platform Content Challenges
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34. Multi-Platform Content Challenges
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35. Multi-Platform Content Challenges
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36. 4/9/2012 36

37. Thank You
Visit
www.onlinemarketingsummit.com
for more information
Follow us @OMSummit
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