Talia Wise Director of Marketing Programs, Content Strategy & Social Media

February 21, 2013

The Challenge

1.  Pivoting from product centric marketing to customer centric

2.  Myriad of product, channels, customer types

3.  Positioning Cengage Learning as a Thought Leader to our customers and within our industry (our mission)

The Solutions: Content Marketing

1.  Blog Program Blog

2.  Social Media Strategy YouTube Optimization

Company LinkedIn Page

The Gifts

1.  We know our customers •  Their pain points & sweet spots •  Buying cycles •  Resources

2.  We know our competition 3.  We’re a publisher, we have content

galore, subject matter experts who want and need to be published, and staff that is interested in writing

4.  A team – an awesome team

Our Mission & Methodology

1.  High level, well written posts, and feeds 2.  Roll-out A: content that is tangible to all types

of instructors and influencers 3.  Roll-out B: content that is specific to identified

influencers (IT staff) 4.  Roll-out C: content that is specific to identified

market areas with largest growth potential

Our Mission & Methodology: Timeline

1.  June/July 2012 audited all of our content 2.  July 2012 Create editorial board and 90 day (biz) publishing

calendar 3.  Aug – Nov 2012 eNewsletter push to entire customer database

1.2 million 4.  Nov 2012 met with board, created next calendar 5.  Nov 2012 launch blog, general 6.  Mid Nov 2012 add category to blog specific to IT 7.  Jan 2013 add categories to blog specific to large

market growth areas: Econ, Dev Studies, Psychology, Computing

8.  Jan 2013 – May 2013 deploy 9.  March 2013 – meet with board, create next calendar

Thank You - Q & A

Please Visit Us! Blog Program

Blog

Social YouTube

Company Blog Twitter Facebook

LinkedIn

Content Marketing Bootcamp February 21, 2013

San Francisco, California hosted by