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Michigan Marketing Minds - 
Expressing Thought Leadership: 
Your Content Strategy 
September 9, 2014
The Three Keys to Modern Marketing: 
Content 
Content 
Content 
Michigan Marketing Minds 
@ Ann Arbor SPARK 
September 9, 2014 
Moderated by: 
Chris Kochmanski 
DesignHub, Inc. 
www.design-hub.com
Presenters / Panelists 
Shawn Crowley 
Vice President and Managing Partner 
Atomic Object 
Vi Kellersohn 
Vice President of Marketing 
PTC
A Content Marketing Success Story from the Stone Age
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership: Your Content Strategy
Get ready for some “Three Rules of…” talk.
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership: Your Content Strategy
EDI Communications 
Store-to-HQ Connectivity 
Unix-to-Mainframe Connectivity
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership: Your Content Strategy
Publicity 
Advertising 
Direct Mail 
Trade Shows
Computerworld 
Network World 
Information Week 
MIS Week 
Datamation 
Computer Decisions 
Mainframe Journal 
AS/X Systems 
UNIX World 
EDI World 
Chain Store Age 
etc. 
etc.
Need any of these? Call us. 
3270 
3770 
3780 
SNA/SDLC 
X.25 
HLLAPI 
etc. 
etc.
“Creative”
Three Rules of Advertising: 
1. Awareness = Frequency 
2. Image = Size and Color 
3. Response = Offer
Awareness = Attachmate 
Image = Attachmate, SSI, CLEO 
Response = CLEO
What could we offer?
“Nematron Industrial Workstation Selection Guide”
Creativity = Creating Value
Friendly and helpful
The experts
Don’t claim. Demonstrate.
“UNIX-to-IBM Connectivity Solutions Guide”
“Retail Connectivity Solutions Guide”
Product Reviews 
Case Studies 
Tech Briefs 
Executive White Papers 
Article Reprints
ADVERTORIAL
Need any of these? Call us. 
3270 
3770 
3780 
SNA/SDLC 
X.25 
HLLAPI 
etc. 
etc. 
Get your free Solutions Guide.
Direct Mail 
Free lists for advertisers 
More targeted 
More response-driven 
Much higher response 
Much lower cost per response
“Creative”
“This free guide helps you make the 
right connections.”
Smaller ads, more frequently
Response MULTIPLIED.
80 / 20
Goodyear Tire & Rubber
Now enter Mary Ann King of SCO …
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership: Your Content Strategy
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership: Your Content Strategy
Awareness = CLEO 
Image = CLEO 
Response = CLEO
Thought leadership
The LEADER
Solutions Guides 
Product Reviews 
Case Studies 
Tech Briefs 
Executive White Papers 
Topic Articles 
eBooks 
faux Trade Publications
e-news 
Websites 
Forums 
Blogs 
Social media 
…
Content marketing for SEARCH
The Three Pillars of SEO in 2013 
1. Content 
2. Links 
3. Social 
Jayson DeMers, forbes.com
“7 Essential Steps of SEO Success” (Danny Sullivan) 
“The 9 On-Page SEO Elements You Need in 2014” 
Google Search Engine Optimization Starter Guide 
HubSpot’s “17 SEO Myths You Should Leave Behind”
If you do only ONE THING to help you get found online … 
and this is a HUGE thing … it’s to 
CREATE GREAT CONTENT. 
People who CARE ABOUT that content will 
FIND IT and VALUE IT. And then you’ll …
Establish thought leadership 
Earn preference 
Generate demand 
Build a strong brand
The Three Pillars of SEO in 2014 
1. Content 
2. Content 
3. Content 
Chris Kochmanski, DesignHub
Brand content 
Brand journalism 
Content marketing 
Content strategy 
…
Content marketing = MARKETING
BIG and getting BIGGER 
Getting BIGGER
Content Marketing Strategies 
at PTC 
Vi Kellersohn 
VP Marketing – Enterprise Programs 
September 9, 2014
52 
PTC Recognized as a Global Leader 
Technology solutions that transform the way you create, operate 
and service products for a smart connected, world. 
Strength Adoption Community 
6,120 
employees 
2,060 
employees in R&D 
1,380+ 
service professionals 
28,000 
active customers 
1,473,000 
PTC Windchill Seats 
1,988,000 
total active Seats 
750+ 
partners (including VAR, software, 
hardware, service and training) 
10 million 
students trained through PTC Global 
Academic Program 
150+ 
sponsored FIRST® Teams 
(For Inspiration and Recognition 
of Science & Technology)
53 
Solid Business Results 
$400 
$350 
$300 
$250 
$200 
$150 
$100 
Total Revenue ($ millions) 
Total non-GAAP operating profits* ($ millions) 
% = YOY growth 
$1,400 
$1,300 
$1,200 
$1,100 
$1,000 
$900 
$800 
8% 
16% 
3% 
8% 
2010 2011 2012 2013 
~3.2% 
**2014 
Guidance 
* This presentation contains non-GAAP financial measures. A reconciliation between 
the non-GAAP measures and the comparable GAAP measures is located in the 
“Financial and Operating Metrics” document on the Investor Relations page of our 
website at www.ptc.com. ** Represents FY14 guidance range. 
Retail & 
Consumer: 
8% 
Automotive: 
12% 
FY 2013 REVENUE BY REGION 
Americas: 41% 
Europe: 37% 
AP: 22% 
FY 2013 REVENUE BY VERTICAL 
Life Sciences: 
4% 
Industrial Products: 
30% 
Federal, Aerospace 
& Defense: 
18% 
Electronics & 
High Tech: 
18% 
Other: 
10%
54 
PTC Marketing Organization 
Centralized Program & Services - Distributed Regional / Localization 
Strategy, 
Messaging, 
& Content 
(Assets) 
North 
America 
Regional 
Delivery 
• Localization 
• Sales enablement 
• Events 
• Owned media 
• Earned media 
• Purchased media 
• Social media 
• Corporate Communications 
• Mkt Operations & Creative 
• Program Development 
• Content Strategy 
• Positioning and messaging 
• Mkt Campaigns 
• Usage guidelines 
EU 
Regional 
Delivery 
APAC 
Regional 
Delivery 
Japan 
Regional 
Delivery
55 
PTC Content Marketing Strategy 
“Buyer” Focused 
Integrated Marketing Campaign 
Content Repurposing
56 
PTC Content Marketing Strategy 
“Buyer” Focused 
• Develop content to be used across the Buyer’s Journey 
• Know Your Target Audience - Persona (s)
57 
Marketing Content Strategy Aligned to a Buyer’s Journey 
Loosen the Status Quo 
Acknowledge Pain 
Explore Possible 
Solutions 
Commit to a Solution 
Justify the Decision 
Marketing Objective 
Create awareness that there are 
problems with industry processes 
Align problems with business 
issues & drive urgency 
Investigate a category of solutions. 
Help the buyer identify needs in 
solving the problem. 
Recognize they need this category 
of solutions. Align solutions with 
specific sets of business needs. 
Make the Selection 
Make the case. Provide financial 
indicators that the project is worthy 
of investment. 
Validate / reinforce the choice. 
Prove the best value. 
Example Assets 
Research-based report on best 
practices for initiatives 
Infographics 
On-line diagnostic or checklist 
Articles or Video introducing how 
you can solve the challenges 
Reference customer 
Solution eBooks 
Virtual Corporate visits 
“Buyer’s Guide”/ Questions to ask 
your solution vendor 
Customer References 
Total Cost of Ownership Comparison 
Demos
58 
Persona Example: Engineering Executive: About Ed 
• Profile 
– Age 51 
– Education: B.S. in Mechanical Engineering and Advanced degree in Engineering or Business 
– At current organization for 7 years. In current position for 5 years 
– Direct reports include ME, EE, SE and SW (also R&D in mid-market organizations) 
– Global responsibility 
– Reports to a VP or DVP in enterprise companies. Reports to EVP or President in mid-market companies. 
• Insights 
– He’s an engineer through and through…still reads his NASA Tech Briefs (North America) 
– Keen understanding of the business value/bottom line his products deliver 
– Works and leads cross-functionally to meet corporate expectations
59 
Persona Example: Engineering Executive 
• Information Gathering 
– Ed spends little time doing his own 
research and information gathering 
– Ed does stay abreast Engineering 
issues and innovations by reading 
publications he’s had since rising up 
the ranks as an engineer 
– Ed delegates research to his team, 
relying on them to understand the 
broader challenges and find creative 
solutions 
– Ed has little time or use for social 
media 
– He does attend events specific to his 
industry and will attend events if he 
can hear from his peers 
• Insights 
– We need to be marketing to the 
managers and directors who report to Ed 
– Our materials need to enable Ed’s reports 
to speak the higher level business value 
language so little translation or 
interpretation is necessary as Ed further 
educates upward 
– Social Media is still important to us. 
Although we may not reach Ed we still 
need to influence the influencer 
– Peer case studies and stories are 
essential to demonstrate credibility with 
Ed
60 
PTC Content Marketing Strategy 
Integrated Marketing Campaign 
• Reputation Building 
• Demand Generation 
• Sales Development 
• Market Intelligence
61 
Integrated Marketing Campaign - Overview 
Reputation Building Demand Generation Sales Enablement 
Market Intelligence 
Building awareness and 
interest around a theme 
using earned media, press 
releases, blogs, analyst 
briefings, SEO and 
speaking opportunities. 
The sourcing of leads for 
Sales based on the theme 
using email, inbound 
marketing, trials, 3rd party 
events, PTC events, online 
advertising and 
telemarketing. 
Content provided to help 
Sales progress leads to 
close i.e. customer facing 
presentations, battle cards, 
competitive analysis, 
analysts reports/rankings, 
calls scripts and emails 
templates 
Building knowledge about targets & audiences using market research, database building 
and persona research. This could also include customer advisor boards and councils.
62 
PTC Content Marketing Strategy 
Content Repurposing 
• Different Elements of Marketing Campaign 
• Different Stages in the Buyer’s Journey 
• Different Personas 
• Different Formats 
http://blog.hubspot.com/marketing/the-purpose-of-repurposing-content
63 
Content Repurposing Examples – Marketing Campaign 
Reputation 
Blogs 
Earned Media 
Vision video 
Infographics 
Event presentations 
LinkedIn / Adwords 
SEO optimized webpages 
http://www.ptc.com/topics/smart-connected-products
64 
Content Repurposing Examples – Marketing Campaign 
Web resource center Infographic to Summarize a Topic 
http://www.ptc.com/topics/conflict-minerals
65 
Content Repurposing Examples 
Demand Generation 
Email campaign 
Webcast 
Events 
Form gated value assets 
Direct Mail 
Tele-generation scripts
66 
Content Repurposing Examples 
Sales Enablement 
Customer Reference 
Battle Card 
Value Framework
67 
Thank You! 
Vkellersohn@ptc.com 
734.352.2847
CONTENT MARKETING 
Michigan Marketing Minds 
September 9, 2014 
Shawn Crowley 
Vice President, Managing Partner - Grand Rapids 
shawn.crowley@atomicobject.com
ATOMIC OBJECT 
Atomic Object is a consultancy that designs and 
creates web, mobile, desktop, and custom device 
software products.
CONSULTANCY MARKETING 101 
1. Attract and retain excellent 
employees that can solve challenging 
problems. 
2. Attract and engage clients that have 
challenging problems or opportunities.
CONTENT MARKETING 
Our goal is to build brand awareness 
by providing useful, high-quality content 
to people even if they don’t do business 
with Atomic.
VALUES ALIGNMENT 
Atomic’s Value Mantras 
● Teach and Learn 
● Give a Shit 
● Share the Pain 
● Own It 
● Act Transparently
CREATING OUR OWN FUTURE 
We believe we attract the clients and 
employees we want to work with by 
sharing our learnings, perspective, and 
passion.
ATOMIC CONTENT MARKETING 
Open Source Tools 
Presentations 
Atomic Spin 
Great Not Big 
Crain’s Detroit Business 
Tutorials and Best Practices 
http://atomicobject.com/pages/Software+Commons 
https://github.com/atomicobject 
http://atomicobject.com/pages/Presentations 
https://spin.atomicobject.com 
http://greatnotbig.com 
http://www.crainsdetroit.com/section/blogCarlErickson 
http://atomicobject.com/pages/Resource+Lab
ATOMIC SPIN
BUILDING A SUCCESSFUL BLOG 
12/2004 - Spin launched. 
7/2010 - We get serious. All employees (27 at the time) required to blog 
monthly. This was not easy... 
6/2012 - Atomic hires first Marketing Coordinator. Lisa edits, SEO checks, 
and schedules posts. First publish 5/week, then 7/week. 
5/2014 - Establish guidelines for Spin post topics. Posts must be directly 
useful to one of our marketing targets (clients or job candidates). No more 
posts like "How to choose a digital camera," "Why I love Uber," etc. 
8/2014 - Lisa begins requesting specific, client-focused posts from 
employees.
SPIN HYPOTHESES 
1. Current and ongoing content and SEO value 
for marketing and sales. 
2. Attract clients and employees that think like 
us. 
3. Promote introspection and refinement.
ATOMIC SPIN CONTENT 
Diverse content related software product development and 
company culture: 
● Atomic Business Practices 
● Resources for Clients 
● Project and Team Management 
● UX & Design 
● Development 
● Platforms & Languages
PARTICIPATION STRUCTURE 
Everyone in the company participates 
Marketing coordinators edit and 
manage publishing schedule 
Publish one new post every day
MANAGING PARTICIPATION
QUALITY 
Lisa Tjapkes - Atomic’s marketing coordinator 
Manages the Spin’s quality and 
structure 
Reviews and edits every post for 
structure and grammar 
Manages guidelines about what 
type of content can be published 
Identifies gaps and opportunities 
and recommends ideas for posts
DISCOVERABILITY 
SEO 
1. Use Google Keyword Planner (https://adwords.google.com/KeywordPlanner) and 
conversations with the author to choose a target Keyword Phrase. 
2. Use that keyword phrase in the URL, SEO title, and SEO description. We have a 
WordPress plugin that allows us to add an SEO title and description. 
3. Improve SEO title and SEO description with search users in mind. Create titles and 
descriptions that are engaging and informative. 
4. Add keyword phrase to article text and section headers where possible. 
Social Media 
1. Share though Atomic’s social media channels. 
2. Author’s share via their personal social media channels.
TIME COMMITMENT 
Content Creation 
2013 - 1356 hours 
2014 - 849 hours so far (1255 hours projected) 
Editing, Promoting, Managing 
500 hours/year
TIME COMMITMENT
POSTS PER YEAR
TRAFFIC
VIEWS PER POST - 2014
TRAFFIC SOURCES - 2014
RESULTS 
Useful content for internal teams 
Useful content for sales and customer education 
Blog is cited by prospective clients and employees 
Blog is recognized by peers 
Contacted and used by aggregators
BEYOND SPIN 
Website redesign with better client 
resources 
Newsletter 
More intentional focus on open 
source tools and presentations
THANK YOU
Next Michigan Marketing Minds 
Program: 
Marketing Turnaround: Domino’s 
Pizza 
With Tim MacIntyre

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Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership: Your Content Strategy

  • 1. Michigan Marketing Minds - Expressing Thought Leadership: Your Content Strategy September 9, 2014
  • 2. The Three Keys to Modern Marketing: Content Content Content Michigan Marketing Minds @ Ann Arbor SPARK September 9, 2014 Moderated by: Chris Kochmanski DesignHub, Inc. www.design-hub.com
  • 3. Presenters / Panelists Shawn Crowley Vice President and Managing Partner Atomic Object Vi Kellersohn Vice President of Marketing PTC
  • 4. A Content Marketing Success Story from the Stone Age
  • 6. Get ready for some “Three Rules of…” talk.
  • 8. EDI Communications Store-to-HQ Connectivity Unix-to-Mainframe Connectivity
  • 10. Publicity Advertising Direct Mail Trade Shows
  • 11. Computerworld Network World Information Week MIS Week Datamation Computer Decisions Mainframe Journal AS/X Systems UNIX World EDI World Chain Store Age etc. etc.
  • 12. Need any of these? Call us. 3270 3770 3780 SNA/SDLC X.25 HLLAPI etc. etc.
  • 14. Three Rules of Advertising: 1. Awareness = Frequency 2. Image = Size and Color 3. Response = Offer
  • 15. Awareness = Attachmate Image = Attachmate, SSI, CLEO Response = CLEO
  • 16. What could we offer?
  • 24. Product Reviews Case Studies Tech Briefs Executive White Papers Article Reprints
  • 26. Need any of these? Call us. 3270 3770 3780 SNA/SDLC X.25 HLLAPI etc. etc. Get your free Solutions Guide.
  • 27. Direct Mail Free lists for advertisers More targeted More response-driven Much higher response Much lower cost per response
  • 29. “This free guide helps you make the right connections.”
  • 30. Smaller ads, more frequently
  • 33. Goodyear Tire & Rubber
  • 34. Now enter Mary Ann King of SCO …
  • 37. Awareness = CLEO Image = CLEO Response = CLEO
  • 40. Solutions Guides Product Reviews Case Studies Tech Briefs Executive White Papers Topic Articles eBooks faux Trade Publications
  • 41. e-news Websites Forums Blogs Social media …
  • 43. The Three Pillars of SEO in 2013 1. Content 2. Links 3. Social Jayson DeMers, forbes.com
  • 44. “7 Essential Steps of SEO Success” (Danny Sullivan) “The 9 On-Page SEO Elements You Need in 2014” Google Search Engine Optimization Starter Guide HubSpot’s “17 SEO Myths You Should Leave Behind”
  • 45. If you do only ONE THING to help you get found online … and this is a HUGE thing … it’s to CREATE GREAT CONTENT. People who CARE ABOUT that content will FIND IT and VALUE IT. And then you’ll …
  • 46. Establish thought leadership Earn preference Generate demand Build a strong brand
  • 47. The Three Pillars of SEO in 2014 1. Content 2. Content 3. Content Chris Kochmanski, DesignHub
  • 48. Brand content Brand journalism Content marketing Content strategy …
  • 49. Content marketing = MARKETING
  • 50. BIG and getting BIGGER Getting BIGGER
  • 51. Content Marketing Strategies at PTC Vi Kellersohn VP Marketing – Enterprise Programs September 9, 2014
  • 52. 52 PTC Recognized as a Global Leader Technology solutions that transform the way you create, operate and service products for a smart connected, world. Strength Adoption Community 6,120 employees 2,060 employees in R&D 1,380+ service professionals 28,000 active customers 1,473,000 PTC Windchill Seats 1,988,000 total active Seats 750+ partners (including VAR, software, hardware, service and training) 10 million students trained through PTC Global Academic Program 150+ sponsored FIRST® Teams (For Inspiration and Recognition of Science & Technology)
  • 53. 53 Solid Business Results $400 $350 $300 $250 $200 $150 $100 Total Revenue ($ millions) Total non-GAAP operating profits* ($ millions) % = YOY growth $1,400 $1,300 $1,200 $1,100 $1,000 $900 $800 8% 16% 3% 8% 2010 2011 2012 2013 ~3.2% **2014 Guidance * This presentation contains non-GAAP financial measures. A reconciliation between the non-GAAP measures and the comparable GAAP measures is located in the “Financial and Operating Metrics” document on the Investor Relations page of our website at www.ptc.com. ** Represents FY14 guidance range. Retail & Consumer: 8% Automotive: 12% FY 2013 REVENUE BY REGION Americas: 41% Europe: 37% AP: 22% FY 2013 REVENUE BY VERTICAL Life Sciences: 4% Industrial Products: 30% Federal, Aerospace & Defense: 18% Electronics & High Tech: 18% Other: 10%
  • 54. 54 PTC Marketing Organization Centralized Program & Services - Distributed Regional / Localization Strategy, Messaging, & Content (Assets) North America Regional Delivery • Localization • Sales enablement • Events • Owned media • Earned media • Purchased media • Social media • Corporate Communications • Mkt Operations & Creative • Program Development • Content Strategy • Positioning and messaging • Mkt Campaigns • Usage guidelines EU Regional Delivery APAC Regional Delivery Japan Regional Delivery
  • 55. 55 PTC Content Marketing Strategy “Buyer” Focused Integrated Marketing Campaign Content Repurposing
  • 56. 56 PTC Content Marketing Strategy “Buyer” Focused • Develop content to be used across the Buyer’s Journey • Know Your Target Audience - Persona (s)
  • 57. 57 Marketing Content Strategy Aligned to a Buyer’s Journey Loosen the Status Quo Acknowledge Pain Explore Possible Solutions Commit to a Solution Justify the Decision Marketing Objective Create awareness that there are problems with industry processes Align problems with business issues & drive urgency Investigate a category of solutions. Help the buyer identify needs in solving the problem. Recognize they need this category of solutions. Align solutions with specific sets of business needs. Make the Selection Make the case. Provide financial indicators that the project is worthy of investment. Validate / reinforce the choice. Prove the best value. Example Assets Research-based report on best practices for initiatives Infographics On-line diagnostic or checklist Articles or Video introducing how you can solve the challenges Reference customer Solution eBooks Virtual Corporate visits “Buyer’s Guide”/ Questions to ask your solution vendor Customer References Total Cost of Ownership Comparison Demos
  • 58. 58 Persona Example: Engineering Executive: About Ed • Profile – Age 51 – Education: B.S. in Mechanical Engineering and Advanced degree in Engineering or Business – At current organization for 7 years. In current position for 5 years – Direct reports include ME, EE, SE and SW (also R&D in mid-market organizations) – Global responsibility – Reports to a VP or DVP in enterprise companies. Reports to EVP or President in mid-market companies. • Insights – He’s an engineer through and through…still reads his NASA Tech Briefs (North America) – Keen understanding of the business value/bottom line his products deliver – Works and leads cross-functionally to meet corporate expectations
  • 59. 59 Persona Example: Engineering Executive • Information Gathering – Ed spends little time doing his own research and information gathering – Ed does stay abreast Engineering issues and innovations by reading publications he’s had since rising up the ranks as an engineer – Ed delegates research to his team, relying on them to understand the broader challenges and find creative solutions – Ed has little time or use for social media – He does attend events specific to his industry and will attend events if he can hear from his peers • Insights – We need to be marketing to the managers and directors who report to Ed – Our materials need to enable Ed’s reports to speak the higher level business value language so little translation or interpretation is necessary as Ed further educates upward – Social Media is still important to us. Although we may not reach Ed we still need to influence the influencer – Peer case studies and stories are essential to demonstrate credibility with Ed
  • 60. 60 PTC Content Marketing Strategy Integrated Marketing Campaign • Reputation Building • Demand Generation • Sales Development • Market Intelligence
  • 61. 61 Integrated Marketing Campaign - Overview Reputation Building Demand Generation Sales Enablement Market Intelligence Building awareness and interest around a theme using earned media, press releases, blogs, analyst briefings, SEO and speaking opportunities. The sourcing of leads for Sales based on the theme using email, inbound marketing, trials, 3rd party events, PTC events, online advertising and telemarketing. Content provided to help Sales progress leads to close i.e. customer facing presentations, battle cards, competitive analysis, analysts reports/rankings, calls scripts and emails templates Building knowledge about targets & audiences using market research, database building and persona research. This could also include customer advisor boards and councils.
  • 62. 62 PTC Content Marketing Strategy Content Repurposing • Different Elements of Marketing Campaign • Different Stages in the Buyer’s Journey • Different Personas • Different Formats http://blog.hubspot.com/marketing/the-purpose-of-repurposing-content
  • 63. 63 Content Repurposing Examples – Marketing Campaign Reputation Blogs Earned Media Vision video Infographics Event presentations LinkedIn / Adwords SEO optimized webpages http://www.ptc.com/topics/smart-connected-products
  • 64. 64 Content Repurposing Examples – Marketing Campaign Web resource center Infographic to Summarize a Topic http://www.ptc.com/topics/conflict-minerals
  • 65. 65 Content Repurposing Examples Demand Generation Email campaign Webcast Events Form gated value assets Direct Mail Tele-generation scripts
  • 66. 66 Content Repurposing Examples Sales Enablement Customer Reference Battle Card Value Framework
  • 67. 67 Thank You! Vkellersohn@ptc.com 734.352.2847
  • 68. CONTENT MARKETING Michigan Marketing Minds September 9, 2014 Shawn Crowley Vice President, Managing Partner - Grand Rapids shawn.crowley@atomicobject.com
  • 69. ATOMIC OBJECT Atomic Object is a consultancy that designs and creates web, mobile, desktop, and custom device software products.
  • 70. CONSULTANCY MARKETING 101 1. Attract and retain excellent employees that can solve challenging problems. 2. Attract and engage clients that have challenging problems or opportunities.
  • 71. CONTENT MARKETING Our goal is to build brand awareness by providing useful, high-quality content to people even if they don’t do business with Atomic.
  • 72. VALUES ALIGNMENT Atomic’s Value Mantras ● Teach and Learn ● Give a Shit ● Share the Pain ● Own It ● Act Transparently
  • 73. CREATING OUR OWN FUTURE We believe we attract the clients and employees we want to work with by sharing our learnings, perspective, and passion.
  • 74. ATOMIC CONTENT MARKETING Open Source Tools Presentations Atomic Spin Great Not Big Crain’s Detroit Business Tutorials and Best Practices http://atomicobject.com/pages/Software+Commons https://github.com/atomicobject http://atomicobject.com/pages/Presentations https://spin.atomicobject.com http://greatnotbig.com http://www.crainsdetroit.com/section/blogCarlErickson http://atomicobject.com/pages/Resource+Lab
  • 76. BUILDING A SUCCESSFUL BLOG 12/2004 - Spin launched. 7/2010 - We get serious. All employees (27 at the time) required to blog monthly. This was not easy... 6/2012 - Atomic hires first Marketing Coordinator. Lisa edits, SEO checks, and schedules posts. First publish 5/week, then 7/week. 5/2014 - Establish guidelines for Spin post topics. Posts must be directly useful to one of our marketing targets (clients or job candidates). No more posts like "How to choose a digital camera," "Why I love Uber," etc. 8/2014 - Lisa begins requesting specific, client-focused posts from employees.
  • 77. SPIN HYPOTHESES 1. Current and ongoing content and SEO value for marketing and sales. 2. Attract clients and employees that think like us. 3. Promote introspection and refinement.
  • 78. ATOMIC SPIN CONTENT Diverse content related software product development and company culture: ● Atomic Business Practices ● Resources for Clients ● Project and Team Management ● UX & Design ● Development ● Platforms & Languages
  • 79. PARTICIPATION STRUCTURE Everyone in the company participates Marketing coordinators edit and manage publishing schedule Publish one new post every day
  • 81. QUALITY Lisa Tjapkes - Atomic’s marketing coordinator Manages the Spin’s quality and structure Reviews and edits every post for structure and grammar Manages guidelines about what type of content can be published Identifies gaps and opportunities and recommends ideas for posts
  • 82. DISCOVERABILITY SEO 1. Use Google Keyword Planner (https://adwords.google.com/KeywordPlanner) and conversations with the author to choose a target Keyword Phrase. 2. Use that keyword phrase in the URL, SEO title, and SEO description. We have a WordPress plugin that allows us to add an SEO title and description. 3. Improve SEO title and SEO description with search users in mind. Create titles and descriptions that are engaging and informative. 4. Add keyword phrase to article text and section headers where possible. Social Media 1. Share though Atomic’s social media channels. 2. Author’s share via their personal social media channels.
  • 83. TIME COMMITMENT Content Creation 2013 - 1356 hours 2014 - 849 hours so far (1255 hours projected) Editing, Promoting, Managing 500 hours/year
  • 87. VIEWS PER POST - 2014
  • 89. RESULTS Useful content for internal teams Useful content for sales and customer education Blog is cited by prospective clients and employees Blog is recognized by peers Contacted and used by aggregators
  • 90. BEYOND SPIN Website redesign with better client resources Newsletter More intentional focus on open source tools and presentations
  • 92. Next Michigan Marketing Minds Program: Marketing Turnaround: Domino’s Pizza With Tim MacIntyre

Notas do Editor

  1. Our success starts with our employees, customers and the community we have built around the PTC brand. Give the audience a sense of the size of PTC. 1/3 of our employees are in R&D PTC also has a large services organization because we have process expertise to help extract the most value There are about 100K manufacturing companies total, and 27K used PTC in some capacity.
  2. Our success with customers has translated into financial success for PTC. Highlight #1: Success Rate For FY13, PTC showed an average growth rate of 3 percent, total revenue of $1,297M, and a total non-GAAP operating profit of $286M. We are one of the fastest growing, large software companies out there. We are a safe company to do business with, a strong company, even after the 2009 economic slump staying profitable. Highlight #2: We are a global company, just like our customers PTC does more revenue outside the US than it does within the US. PTC’s employees are spread worldwide also. Customers who are trying to implement global capabilities they are going to need a global company to partner with who has resources virtually everywhere they do. That is PTC.  
  3. ABOUT ED (Psychographic Profile) Ed is a seasoned engineering executive with broad responsibility in a high pressure environment. He has extensive experience, having risen up through the engineering ranks after starting as a mechanical engineer, with more responsibility and direct reports at each level. Ed has advanced his career by moving through several other organizations and changing jobs due to market conditions or as a means of advancing his career. In Enterprise level companies, Ed may report to another VP or Divisional VP, as formal titles often change to reflect the size of the company and/or engineering organization. In Mid-market sized manufacturers, Ed often reports to an Executive VP or the President of the company. Insight: What does all this tell us about Ed and his peers? Having risen up from the engineering ranks, we may find that Eng. Executives also may have interest in the technical details of our solutions and products. While we should not shy away from using engineering terminology when discussing the business drivers the focus of the discussion should remain on helping them make the business case for the technology or process transformation, not on the features and functions of the technology itself. It is by providing additional “business value” that we will help him continue to advance. The technical details are available from our website and pre-sales teams if the Exec has an interest or need for specific functionality.
  4. Information Gathering Ed’s schedule doesn’t leave much room for research and information gathering. As a result, Ed doesn’t read many publications and doesn’t regularly visit industry or vendor websites. Ed may read some engineering publications, including NASA Tech Briefs, specifically to stay on top of innovations. When Ed needs information or a new solution, he delegates the research to his team. Ed’s team researches and gathers relevant information, and meets with Ed to educate him and makes recommendations. Ed is still the decision maker but he relies heavily on his team.   Insight: Because Ed doesn’t frequently read publications or visit sites – we have to look at circulation lists and registration lists to insure that they include not only Eng. Executive titles as targets but also those of individuals with direct reporting roles to Eng. Executives. To make it easier for Ed’s team to bring information to him we have to provide content that will resonate with Ed not just his staff, that’s information on business value and business need. While Ed’s team of directors and managers may have responsibilities for tool selection, they need to provide Ed with the business case for those tools more so than the feature and function specifics of the tool. Therefore the materials we promote to Engineering audiences will be targeted to Ed even though the path to him getting that information may be through someone on his team bringing it to him.
  5. Software design and development consultancy founded in 2001 by our CEO Carl Erickson Organic growth in Grand Rapids MI through 2012 by hiring great people when we connected with them Expanded to Detroit in 2012 and Ann Arbor in 2013 $7.2 million in revenue 2013. ~$9 million in 2014 49 employees When it comes to marketing, our focus if fairly simple...
  6. Reference slide We use many marketing tactics and content marketing marketing is one of them...
  7. Reference slide Content marketing is aligned with Atomic’s values...
  8. Content marketing allows to live our values of “Teach and Learn” and “Act Transparently” We can create our own future through content marketing...
  9. Reference slide Atomic employs many content marketing tactics...
  10. Open Source, Presentations, Tutorials and Best Practices - Design, Technical, Project Management, Product Management content Atomic Spin - Atomic’s company blog GNB - Carl Erickson’s (Atomics founder and CEO) blog for sharing ideas about building and running a software development company Crain’s - Carl Erickson guest blog about software and technology Focus this talk on building a structured content generating machine, Atomic Spin...
  11. Building a successful blog is not easy For Atomic, it took a significant cultural change initiative...
  12. We knew spin was a good idea We didn’t take spin seriously until 2010 CEO set the vision. Everyone helps market (Share the Pain value mantra) Not readily accepted. Needed lots of evangelism. Quarterly company meetings included slide on who did and didn’t meet the requirement Senior Atom’s on Atomic’s board committed to help (limited success) Eventually built infrastructure to help keep people on track Tracking, quality, and management significantly improved upon hiring a marketing coordinator Went through the painful change because we had some beliefs...
  13. Reference slide We also wanted to have a diverse set of content...
  14. Reference slide Our current participation structure is stable and simple...
  15. Reference slide We have infrastructure to keep us on track...
  16. Blogging status radiator on right side of KPI radiator Email reminders 10 day, 3 day, late (asking for accountability) Lisa, our marketing coordinator, ensures we publish quality content...
  17. Reference slide... Lisa also helps make sure our content is discoverable...
  18. Reference slide Creating a content engine like spin does require a significant amount of time...
  19. Reference slide Some people are faster at writing posts than others...
  20. Hours have been normalized. See there are some outliers. Our posts per year have increased since we started taking spin seriously...
  21. Notice what happened in 2010 Posts level off because we backed off once a month requirement and set pace at publishing one post per day as a company. Our traffic has followed a similar trend...
  22. Traffic is up overall, but all content is not created equal...
  23. Normalized, rounded, logarithmic scale to show outliers. Some posts go off the charts when they trend on Hacker News or Reddit Our traffic sources show the results of our SEO efforts and the quality of our content...
  24. Reference slide We have achieved the results we desired...
  25. Reference slide Aggregators: WSJ, developer email blast, Hacker News, Reddit We are now focused on bring more discipline to other content marketing tactics...
  26. Reference slide Thanks...