Today’s best brands understand that digital is more than a collection of channels. Instead they embrace digital as a means to tell powerful stories that engage audiences, to build preference for their brand, to convert new customers, and to increase loyalty. But publishing and amplifying your brand story across digital requires a modern content strategy. Attend and get a roadmap to successfully creating and amplifying your content! During this webinar, MaryAnne Flynn, VP of Content Services at Skyword and Rich Ullman, VP of Marketing at Outbrain will provide a roadmap for successful digital storytelling. They will also review the major components of a winning content strategy, including tips for targeting, reaching, and engaging digital audiences. The webinar covers: Insights into how businesses are growing by creating great content and amplifying its reach. The major components required for building a modern content strategy. A personalized roadmap for success, including tools and practical tips for creating great content and growing an engaged audience.

1. A
Roadmap
for
Successfully
Crea5ng
and
Amplifying
Great
Content
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.

2. Today’s
Presenters
MaryAnne
Flynn
VP,
Content
Services
Skyword
@maryanneflynn
Rich
Ullman
VP,
Marke5ng
Outbrain
@richullman
Join the conversation!
#CONTENTROADMAP
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
2

3. Agenda
§ Our Joint Mission
§ How Content has Become the Cornerstone for
Building Your Brand Online
§ How to Define a Content Strategy that Empowers
You to Create Great Content
§ How to Amplify Your Content and Achieve Various
Marketing Goals
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
3

4. Skyword
delivers
all
you
need
to
create
original,
quality
content
designed
to
succeed
in
search
and
on
the
social
web.
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
4

5. The
Skyword
Approach
The Four Pillars of Successful Content
Technology
Framework
Content
Strategy
Content
Creators
#contentroadmap
Editorial
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
5

6. The
Outbrain
Approach
Help
people
discover
content
that
they
can
trust
to
be
interes5ng,
relevant
and
5mely
for
them.
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
6

7. PAID
INTERNAL
OUTBRAIN
AMPLIFY
RECOMMENDATIONS

8. Strategic
Partnership
Together
We
Create
A
Launchpad
For
Content
Marke5ng
Success
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
8

9. BUILDING
YOUR
BRAND
ONLINE
#contentroadmap
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2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
9

10. Reality
Check
§ Most
people
worldwide
would
not
care
if
more
than
73%
of
brands
disappeared
tomorrow.
§ Only
20%
of
brands
worldwide
make
a
significant,
posi5ve
effect
on
people’s
well-­‐being.
(Havas
Media,
Meaningful
Brands
Report)
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
10

11. The
Best
Global
Brands
Start
With
The
Why
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
11

12. The
Best
Global
Brands
Start
With
The
Why
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
12

13. What
is
your
WHY?
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
13

14. #contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
14

15. Providing
inspiraJon
for
people
who
want
to
enjoy
priceless
desJnaJons
around
the
world
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
15

16. #contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
16

17. Providing
IT
professionals
with
a
deep
understanding
of
their
community’s
struggles
and
offering
a
unique
perspecJve
on
industry
trends.
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
17

18. #contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
18

19. Providing
inspiring
and
insighWul
stories
for
those
either
considering
pet
ownership
or
those
who
currently
own
pets
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
19

20. DEFINE
YOUR
CONTENT
STRATEGY
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
20

21. Businesses
Must
Invest
in
Content
Strategy
(Unisphere’s
2014
Survey
of
Content
Marke5ng
Trends)
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
21

22. Process:
Conduct
Audience
Research
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
22

23. Process:
Conduct
a
Content
Audit
Loyalty
Awareness
Authen5city
&
Credibility
Considera5on
Valida5on
Conversion
Trust
&
Consistency
Posi5ve
Interac5ons
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
23

24. Process:
Leverage
Technology
#contentroadmap
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2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
24

25. Plan
via
an
Editorial
Calendar
#contentroadmap
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2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
25

26. Ac5vate
Assignments
#contentroadmap
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2014
Skyword
Inc,
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rights
reserved.
26

27. Manage
for
Success
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
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rights
reserved.
27

28.
AMPLIFYING
YOUR
CONTENT
#contentroadmap
28

29. Distribu5on
Is
Vital
#contentroadmap
29

30. Build
Your
Plan
for
Discovery
#contentroadmap
30

31. Consider
Your
Opportunity
to
Influence
Users
Customers
#contentroadmap
31

32. Growing
Your
Audience
=
Growing
Your
Business
press
followers
bloggers
AUDIENCE
fans
prospects
subscribers
Customers
#contentroadmap
32

33. HOW
do
I
do
this?
#contentroadmap
33

34. Take
Control
of
Your
Audience
Noise
Fragmenta5on
Intent
#contentroadmap
34

35. A DAY ON THE INTERNET
#contentroadmap
35

36. Audience
Is
Everywhere
#contentroadmap
36

37. What
People
Do
Online
22%
74%
SOCIAL
NETWORKING
5%
ONLINE
SHOPPING
13%
21%
SEARCH
of
5me
is
spent
with
no
intent
other
than
being
entertained
or
20%
19%
informed
MULTI-­‐MEDIA
SITES
READING
CONTENT
EMAILS/COMMUNICATION
(comScore
Data
Mine|Nielsen)
#contentroadmap
37

38. Plan
for
Discovery
Who
is
the
audience?
Where
do
they
spend
5me?
Why
are
they
there?
#contentroadmap
38

39. Where
People
Go
for
Content
Online
Services
Used
Most
YouTube
80%
Facebook
74%
Retail
Sites
50%
Google+
47%
Blogs
45%
News
Sites
36%
Twimer
34%
Groups/Forums
31%
LinkedIn
Pinterest
Brand
Sites
Instagram
Online
Magazines
24%
21%
19%
13%
15%
TECHNORATI
MEDIA,
MARCH
2013
#contentroadmap
39

40. #contentroadmap
40

41. Content
You
Should
Amplify
OWNED
ArJcles
Videos
Blogs
Branded
Hubs
EARNED
PAID
Product
Reviews
Media
Coverage
Sponsored
ArJcles
#contentroadmap
NaJve
AdverJsing
41

42. OWNED
#contentroadmap
42

43. EARNED
#contentroadmap
43

44. PAID
#contentroadmap
44

45. WHY
do
I
do
this?
#contentroadmap
45

46. Content
Drives
Engagement
DISCOVERY
SEARCH
3.5
SOCIAL
2.0
1.7
1.4
1.8
1.3
60%
PV's/Session
Minutes/Session
#contentroadmap
76%
85%
Bounce
Rate
46

47. Content
Drives
Brand
Lip
Product
Review
CONTROL GROUP
POSITIVE REVIEW
85%
42%
13%
20%
#contentroadmap
13%
19%
47

48. Extend
The
Life
and
Reach
of
PR
Efforts
Is
Your
Audience
Growing?
Is
Your
Audience
Growing?
#contentroadmap
48

49. Na5ve
Placements
Breed
Success
“Marketing in a digital
world means meeting
your consumers where
it is most natural for
them while providing
real value, as opposed
to pushing a one-sided
marketing message.”
Tal Schmidt,
Digital Marketing Manager, HoglaKimberly
#contentroadmap
49

50. Expand
Your
Reach
to
New
Audiences
#contentroadmap
50

51. Summary
1 – Content Is the Cornerstone of a Great Brand
q Start with the WHY
2 – Great Content is Activated by Content Strategy
q Audience Research
q Content Audit
q Leverage Technology
3 - Amplify Your Content and Win
q Distribution is Vital
q Growing Audience Grows Business
q Plan for Discovery
q Use All of Your Assets
q Measure Your Results
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
51

52. Ques5ons?
MaryAnne
Flynn
VP,
Content
Services
Skyword
@maryanneflynn
Rich
Ullman
VP,
Marke5ng
Outbrain
@richullman
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
52

53. Learn
More
Follow
@Skyword
on
Twimer
to
learn
more
about
the
latest
in
content
marke5ng
Access
our
resource
center
for
addi5onal
presenta5ons
and
materials
www.skyword.com/resources
Or
contact
us
directly:
learnmore@skyword.com
617.720.4000
www.skyword.com
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
53

54. Thank
You
#contentroadmap
©
2014
Skyword
Inc,
Confiden5al.
All
rights
reserved.
54