Content Marketing World 2013 Presentations

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Content Marketing World

For presentations from CMW 2013, visit http://bit.ly/cmw13slides

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It’s getting easier to find marketers and brands who have at least one solid case study on how Facebook has resulted in some type of uptick against their marketing KPI’s. Yet, in 2012, it seems that Twitter has been all but kicked to the back of the room as a tool we use to talk with our friends and share pictures of kittens. Yet, in a recent study, Edison Research projects that while only 10% of Americans regularly interact with Twitter, some 89% of Americans ages 12 and up are at least familiar with the service. Another study conducted by Trendrr in March of this year found that Twitter dominates about 85% of all social media activity surrounding broadcast TV. In this session, Nate Riggs will show you why as a social network and marketing tool — Twitter will win. He’ll demonstrate why this micro-blogging market place is worthy of the investment of your time and dollars, and share strategic tips, insights and tactical tools that will help you take advantage of the serendipity of Twitter.

“Twitter Will Win — And With the Right Plan of Attack, So Will You”

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It’s not that content isn’t measurable, it’s that there are so many possible ways to measure it. In this specific, real-world, hype-free, fast-paced session with content strategist Jay Baer, learn the four types of content marketing metrics and how and when to use them with skill to truly measure your content marketing. You’ll walk out the door with visions of statistical dashboards dancing in your head.

“The Ultimate Guide to Content Marketing Metrics”

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“The Ultimate Guide to Content Marketing Metrics”

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Where do you go to discover your brand’s stories? Who can tell them? What kind of outreach efforts should you initiate, and how do you ensure that you get the opportunity to tell the stories you need to tell and not just the ones the chairman wants to sell? And how can you sell a bad story by disguising it as something interesting and entertaining? In this session, you’ll learn how some of the best brands in the world find and communicate the right stories for their brand, and how to create processes that work in your organization tomorrow.

“Finding the Right Stories for Your Brand”

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According to MarketingProfs and the Content Marketing Institute, 66% of B2B Marketers turn to content marketing as a key lead generation source. Lead generation is just the tip of the iceberg—effective content marketing programs should be integrated into the entire revenue generation cycle. Making this level of investment in content marketing requires buy-in from the individuals leading your sales or business development function. Chris Corcoran, Cofounder and Managing Partner of memoryBlue, will outline why content marketing is such a critical contributor to the sales function and how to justify the content marketing investment to your VP of Sales or Chief Revenue Officer.

“How to Sell Your Content Marketing Investment to the VP of Sales”

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How Snapchat is Changing the Rules of Engagement

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Believe it or not, one of the biggest objections and fears of content marketing isn’t about budget, success or even reaching goals. It’s quite simply: “how are we ever going to get people to create this stuff?” 40% of marketers in CMI’s 2012 study said that “producing engaging content” was their biggest challenge. So – what say we solve this once and for all? Let’s spend an hour and talk about best practices in getting our “choir” to sing. Is it Education? Carrots and Sticks? Outsourcing? What are the successful strategies to building an integrated content marketing process that successfully transforms our great people into a high performance media publishing company?

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Content Marketing World

Technology companies are known for being on the cutting edge and driving innovation. However, much of their marketing content reads like a dry technical manual and does little to distinguish them from their competition. This problem can worsen if the marketing department and the technical team don’t understand each other – the marketers know they need to educate their audience and focus on the business benefits, but the technical experts want to show all the features to appeal to the end user. Companies may end up with content that explains the features but does little to engage a potential customer and get them to take the next step in the sales cycle. This session will show B2B technology marketers how to use content marketing strategies to become ‘customer-centric’, rather than ‘feature-centric’. In doing so, they will convert more leads and shorten their sales cycles.

“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...

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We are on the cusp of a marketing revolution – and it is being led by you! Companies like Klout are slicing, dicing, and dissecting the billions of bits of information published on social media sites each day and grading your ability to create buzz. The most powerful of these new “Citizen Influencers” are being rewarded by companies like Audi, Disney, and American Express with trips, merchandise, and luxury cars. Today, anyone can get behind the velvet rope … if you know how! In this fast-paced talk, the author of the best-selling book Return On Influence gives you the inside scoop on the revolutionary world of social influence marketing.

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Content and Social Media Marketing hold so many similarities to traditional publishing, but most companies don’t know how to think, act or consistently deliver like a publisher. This session will help attendees learn how to integrate their content and social media strategies, break down internal barriers of communication and provide a solid framework for building their own internal publishing departments – from processes and workflow to team structure. We’ll also discuss some of the content and social publishing tools that help companies adopt and build a sustainable publishing engine. Attendees will leave with a new org chart and a documented process for their new content and social media publishing department.

“Building Your Internal Publishing Department for Content/Social Success”

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Sam Sebastian, Director, Local & B2B Markets, Google Inc. Audiences initiate connections with a brand long before they make a purchase decision. These connections, which include search queries, reviews, site visits, video views and many more interactions with content, influence whether users eventually select a brand or a competitor’s brand. Google’s Sam Sebastian will discuss research and examples about what Google calls the Zero Moment of Truth and share fresh strategies of how Brands are winning and optimizing the Zero Moment of Truth.

“Google’s Zero Moment of Truth”

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Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story, it’s about making it so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum. B2B marketers are facing a business environment with an increasingly complex mix of channels and skills needed to create a content and eMarketing strategy that, when executed well, results in quantifiable proof to downstream revenues.

“Applying Company Positioning to Power Storytelling in B2B”

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With the rise of “content marketing”, and an estimated average spend of $18 billion annual by marketers paying to reach people through search, everybody is in the pool–and companies need an edge to retain web traffic and mindshare with consumers. To remain competitive, brands need to forecast consumer cycles, generate content and achieve good search/news engine placement. In this presentation, Leslie and Tom will address: • What IBM had done right to be accepted into the Google News program • Why hiring expert writers is crucial to success – and how to find them • The importance of SEO and social promotion for content performance • How to provide real value to your consumers with the content you create • How to do everything right to get picked up by Google News

“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...

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Read my lips! Print is not dead! Imagine your business partners, clients and prospects inviting you into their bedroom, actively spending at least 20 minutes with your brand! Every marketer’s dream, right? You can achieve great results with a great custom magazine. In this session, we’ll look at how you can integrate print into your content strategy with results. Whether you’re a multinational corporation or a small local business, it doesn’t matter. The session will include the most surprising examples from round the world. • A local historical society with a lifestyle magazine for teenagers. • A pharmaceutical multinational corporation communicating with physicians via a fun magazine that doesn’t mention their products at all. • A real estate firm with a magazine that has become a brand of the year.

“Content Marketing Strategy without Print? Who Are You Kidding?”

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Companies are flocking to content marketing because they believe it gives them a leg up in the attention economy, but using a content-led approach isn’t enough to break through the media morass or stop consumers from clicking away, fast forwarding or zoning out. Great content marketing combines spot-on insights, a strong sense of value exchange, and distribution channels that maximize relationship while minimizing media costs. Effective content must be captivating, meaningful, timely and sought after. And most importantly – effective content is never ever boring.

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How do you create a content strategy and then execute content assets throughout the buying cycle? In this session, Curt will show you how his team at MasterControl has developed a process for content creation, and how that content is found and delivered to prospects and customers. In this session, you’ll learn: • Where the content marketing strategy starts and getting buy-in • What types of content works best at different parts of the buying cycle • The best way to integrate content marketing into the entire marketing strategy

“Crucial Content Elements to Drive Your Marketing”

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You tell your story best, right? Not always. Your existing clients and customers can often provide inspiration for your most powerful content and story ideas. That is, if you let them. This session will help you discover compelling and engaging new content that literally speaks the language of your best customers. See real-life examples of customer-inspired content, how they evolved and how to weave similar storytelling techniques into your own organization’s content marketing.

“Customer Stories: How to Unlock an Abundance of New Content”

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There is no doubt that mobile devices such as smartphones and tablets are changing the way that people consume information. The speed at which people are purchasing those items and making them part of their daily routines is happening faster than most marketers are prepared for! In this presentation, John Foley, CEO of interlinkONE and Grow Socially, will provide an overview of what needs to be done to prepare, deliver, and measure content that is tailored for the mobile audience.

“Mobile and Tablet Content Distribution”

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The power of the spoken word as a means to convey a story is also a powerful strategy when it comes to your content marketing plan. With so many content strategies to choose from, using audio is often overlooked and nderrated. This session is designed to show you how audio can be a strong, effective content strategy that offers consistency, leverage and results! Go beyond the basic idea of what you think podcasting is and expand your knowledge of how audio and business can work together successfully.

“How to Develop Amazing Audio and Podcast Content Marketing”

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Are you struggling with how to develop content strategies leveraging Facebook and LinkedIn that will work for your business? Fret no longer…this is the session for you. In this dynamic presentation from Amy Porterfield, you will learn: • How to use your content to supercharge your audience on LinkedIn and Facebook • The 3 biggest social media mistakes most companies are making (and how to avoid them) • Discover proven engagement strategies that will get your fans talking • How to use custom apps to attract new fans, engage with potential customers and promote your business

“Scalable Content Strategies for Facebook and LinkedIn”

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Content is more than content. In our digital age, content has become a form of social currency. It has meaning beyond the information it contains. This social dimension of content goes much deeper than viral videos. Brands that transform their products into content, and their content into social currency will succeed. In this provocative talk, Mark Bonchek will take us on a journey into the past and future of social media.

“The Gift Economy: Content as Social Currency”

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It’s an editor’s job to find the right expert for each article, blog, webinar and byline. And in today’s B2B space, those pieces should come together to tell a story about the product and shape the consumer’s beliefs about the brand. But that task can be daunting when NDAs (non-disclosure agreements) and restrictions from legal and the PR department – both yours and the expert’s – stand in your way. How can you overcome these obstacles to build a thriving B2B thought leadership community? In this presentation you’ll learn the steps SAS’ External Communications has put in place to find and promote industry experts – practitioners from the field, analysts, professional speakers, consultants and in-house experts – to build a thought leadership platform that spans and supports all marketing editorial publications.

“How SAS Finds and Promotes Thought Leaders to Drive a B2B Community”

Content Marketing World

Are you seeking a proven path to grow your business? Do you want to know how social media could build you a more profitable business? During this high-energy session, Michael Stelzner (founder of one of the world’s largest blogs – Social Media Examiner) will share the strategy he used to attract more than 550,000 monthly readers and generate millions in revenue – all in less than two years. You’ll walk away with a new and exciting way to rapidly build a following that will fuel your business growth for years to come.

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“For the Love of ___, Leverage All the Channels Available to You”

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Mais de Content Marketing World (19)

Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...

“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...

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“Understanding the New World of Klout, Social Sharing and Social Influence Ma...

“Building Your Internal Publishing Department for Content/Social Success”

“Google’s Zero Moment of Truth”

“Applying Company Positioning to Power Storytelling in B2B”

“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...

“Content Marketing Strategy without Print? Who Are You Kidding?”

“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...

“Crucial Content Elements to Drive Your Marketing”

“Customer Stories: How to Unlock an Abundance of New Content”

“Mobile and Tablet Content Distribution”

“How to Develop Amazing Audio and Podcast Content Marketing”

“Scalable Content Strategies for Facebook and LinkedIn”

“The Gift Economy: Content as Social Currency”

“How SAS Finds and Promotes Thought Leaders to Drive a B2B Community”

“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...

“For the Love of ___, Leverage All the Channels Available to You”