2. Meet The Speakers
2
AJ Punjabi
@ajp725
Digital Manager, Sales, Cox Media Group
Atlanta
Tom Gerace
@tomgerace
Founder and CEO of Skyword, Inc.
Scott Markle
@smarkle
Sr. Manager, Content Strategy, AutoTrader
#contentatlanta
3. Meet The Speakers
3
Your Moderator
Tricia Travaline
@travwin
Marketing Vice President, Skyword Inc.
Travis Wright
@teedubya
Strategic Social Media
Awesomizer, Norton by Symantec
#contentatlanta
35. 7 Content Amplifiers
• 1. Answer a question
• 2. Relieve a doubt
• 3. Confirm a suspicion
• 4. Simplify complexity
• 5. Provide a path (to a result they want)
• 6. Correct a misconception
• 7. Mitigate a risk
Thursday, May 09, 2013 Content Marketing Summit Midwest 2013 35
40. Content Marketing Is a Marathon, Not a Race
• Be patient.
• Deliver quality and consistency.
• Your efforts will pay off (eventually).
41. 41
Scott Markle
Sr. Manager, Content Strategy
@smarkle
An Inside View of How
AutoTrader Scales
Content to Engage
Audiences
42. Who is Scott Markle?
• Child of programmer &
children’s author
• Web developer since 1996
• Helped launch ATC in 1998
• Sr. Manager, Content
Strategy
@smarkle
42
43. What is AutoTrader?
43
• Top automotive
classifieds site
• Division of Cox
• Acquired KBB in 2010
• 3,500 employees
• 3.5mm new & used
cars for sale
• More than $1B in
annual revenue
44. Content at ATC Was Orphaned…
44
• Last resource left in 2009
• Only syndicated content
• Research traffic down 50%
• Asked for chance to show
what content can do
• Chose content strategy as
competitive advantage
45. Why Content Strategy?
45
• Had small budget & not
much else
• Needed to be creative
• Focus on strategy;
creation is secondary
• Had to deliver right
content at right time
46. Content Strategy in Action at ATC
46
• Just 3 dedicated resources
• Experienced freelancers
• Invest in content not
overhead
• Content is our product
• Content for shoppers, not
enthusiasts
• Connect content to
relevant classifieds
47. Is It Working?
47
• 2009: 54 articles; +233% activity
• 1,714 articles & 199 videos in
2012; 8/day
• Impressions up 281% in 3 years;
audience up tenfold
• Facebook audience up 108%;
YouTube 231%
• Content-centric iPad app
• Contributed $10mm in revenue
48. What About the Audience?
48
• Most engaged ATC users
• Twice as likely to come
from SEO
• 37% more likely to return
• 2 minutes longer on site
• View 5X Research pages
• Comparable KPIs and
conversions
49. Challenges: Resource Management
49
• Clear strategy & guidelines
are critical
• Enforce best practices
• Push content entry onto
freelancers
• Access to additional
resources when needed
• Manage & pay freelancers
• Skyword calendar is killer!
50. Challenges: Metrics
50
• Can’t have too much data
• Need macro & micro details
• Need to understand
downstream impacts
• Effective content strategy
requires constant evolution
• Publicize success internally
Notas del editor
----- Meeting Notes (1/29/13 08:28) -----Welcome, From Skyword, Riser Interactive and Polsky CenterMarketing Pros and StudentsTricia TravalineSkywordCell PHones#ContentChicago
Let me quickly take you through the format of today’s session and our agenda. First today this is designed to be interactive, so feel free to share your insight and/or ask questions any time during the morning. We’ll leave some time for questions after each speaker, and we will also have a Q&A panel session at the end. To quickly review the agenda, Jon Morris, Founder and CEO of Rise Interactive will start by talking about where you should start when developing a content strategy. He’ll address what kind of intelligence you need to gather in order to reach your customers with a message that resonates with them and differentiates you. Leslie Reiser, Program Director, WW Digital Marketing at IBM will provide an insider view or case study into IBM’s influencer, news and content program for the Midesize Market.Travis Wright, Strategic Social Media Awesomeser, has an awesome presentation talking about the new SEO, Business Relationship Optimization or BRO. And then David Woodrow, Skyword’s Senior Vice President of Strategic Services will join our speakers on the panel. David works with brands of all sizes from Fortune 50 to young emerging companies helping them develop and execute their content strategies.----- Meeting Notes (1/29/13 08:28) -----Format at SessionInteractive----- Meeting Notes (1/29/13 09:18) -----Playing field has changed dramaticallyDriven by advancements in search and social technologiesConsumers and business have the ability to access information any time and any where. So you've go to give them something of value when and where they seek it.To do this, brands have take on the role of publisherSome ver well