allen bonde ims boston 2012 content marketing keynote
DESCRIPTION
Morning keynote from Inbound Marketing Summit 2012 in BostonTRANSCRIPT
Content Drives the New Enterprise Marke4ng
Allen Bonde, CMO, The Pulse Network @abonde
2
The Challenge
How to reach, inform and engage buyers at the Top of the Funnel*
* 70% of a consumer’s buying experience is made before a salesperson gets involved
3
The Big Idea
Content = € ¢ ¥ D $ expert curated user generated distribu4on syndica4on
4
Enterprise Content
Expert / created
Curated
User-‐generated
Create credibility, trust and sharing
Create engagement + inventory
Create insight + advocates
¥
€
¢
5
Crea4on Mix
€
¢
¥
Content “Supply”
¢
¥ ¥ ¥
Expert / Created
Curated
User-‐generated
6
Channel Op4ons
D
$
Owned
Earned/ Paid 33.5 M US mobile
users watch video on their phones
7
B2B Toolbox
Goal?
Create credibility, trust + sharing
Create engagement + inventory
Create insight + advocates
Newsle;ers, Blogs
E-‐books, Webcasts and infographs
Top performing companies outpace others in use of rich media content says Aberdeen – most popular formats? Video (60%) and Web events (55%)
8
B2B Toolbox
Goal?
Create credibility, trust + sharing
Create engagement + inventory
Create insight + advocates
Social Media and off-‐brand CommuniFes
Word of Mouth and Web Searches most frequent/useful sources of info in B2B buying process (Buyersphere)
Reviews
9
Where to Invest?
What are you selling?
Consumer – Non Considered Business – Non Considered
Consumer – Considered Business – Considered
Content “Demand”
10
Distribu4on Mix
€ ¢ ¥ DCreated Curated User-‐generated
$Distribu4on Syndica4on
Asset Alloca4on
Non
-‐con
sidered
Co
nsidered
LOW
MED
MED
MED
LOW
MED
MED
HIGH
HIGH
LOW
HIGH
MED
LOW
HIGH
MED
HIGH
HIGH
LOW
HIGH
MED
11
B2B Outposts
Sites like American Express OPEN Forum, Workshijing.com, and Pulse on Personal Cloud bring all these elements together
Contributed Ar4cles
Video library
Social feeds
Discussions
Contextual offers
12
3 Things You Can Do
1. Map Your Content (type, owner, frequency, distribu4on, syndica4on, CTA)
2. Monitoring Sharing – most popular?
3. Tag 2-‐3 rich media opportuni4es
www.thepulsenetwork.com Visit our booth to sign up for a Pulse On and to meet with our social media team
Get YOUR Pulse On!
