Content Marketing Ecosystem SkyScape
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Skyword is a content marketing company that maps the content marketing ecosystem and helps companies discover what information customers want through content. The document discusses how search and social media are key drivers of consumer behavior, with billions of searches and social shares monthly. It also outlines the major players in the content marketing landscape like Salesforce, Adobe, Oracle, and IBM that are building out marketing clouds through acquisitions. The presentation provides an overview of the growth of the content marketing industry and Skyword's aim to fill gaps in helping companies optimize their content strategy and measurement.
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Content Marketing Ecosystem SkyScape
- 1. SkyScape © 2013 Skyword Inc, Confidential. All rights reserved.
- 2. Agenda How we discover new things Our SkyScape: Mapping the content marketing ecosystem A tiny little bit about us What’s driving content marketing How to get in touch © 2013 Skyword Inc, Confidential. All rights reserved. 2
- 3. Content Driving Digital Marketing © 2013 Skyword Inc, Confidential. All rights reserved. 3
- 4. Search and Social: Gateways to Consumer 115 BILLION 36 BILLION GLOBAL SEARCHES SOCIAL SHARES every month on Google Search every month in the US 4
- 5. Quality Content is the Cost of Discovery Search Lift Social Lift Brand Lift Keyword Relevance Backlinks Higher Rankings Endorsement Amplification Engagement Awareness Affinity Conversion © 2013 Skyword Inc, Confidential. All rights reserved. 5
- 6. Content Fuels All Marketing © 2013 Skyword Inc, Confidential. All rights reserved 6
- 7. Market SkyScape © 2013 Skyword Inc, Confidential. All rights reserved. 7
- 8. Content Marketing Landscape © 2012 Skyword Inc, Confidential. All rights reserved. 8
- 9. Step 1: Figure Out What Information Customers Want © 2012 Skyword Inc, Confidential. All rights reserved. 9
- 10. Step 2: Create/Curate Content That Meets Their Needs © 2012 Skyword Inc, Confidential. All rights reserved. 10
- 11. Step 3: Publish It Somewhere © 2012 Skyword Inc, Confidential. All rights reserved. 11
- 12. Step 4: Distribute And Amplify to Maximize ROI © 2012 Skyword Inc, Confidential. All rights reserved. 12
- 13. Step 5: Measure And Optimize © 2012 Skyword Inc, Confidential. All rights reserved. 13
- 14. Where Skyword Leads © 2012 Skyword Inc, Confidential. All rights reserved. 14
- 15. Where Skyword Plays © 2012 Skyword Inc, Confidential. All rights reserved. 15
- 16. Market Growth Drivers © 2013 Skyword Inc, Confidential. All rights reserved. 16
- 17. The Big Kids • Salesforce won the sales cloud space by owning the core workflow and becoming the key data repository for B2B sales. • Salesforce, Adobe, Oracle, IBM, & Marketo are all racing to create the marketing cloud. • Their investments & acquisitions help marketers to discover their customers’ information needs, host and amplify the content they produce, and measure how their work performs. © 2012 Skyword Inc, Confidential. All rights reserved. 17
- 18. Salesforce Builds a Marketing Cloud • March 2011 • Social Listening • $326M • July 2012 • Cloud-based CMS • Built internally • October 2012 • Social media management • $745M • December 2010 • Social applications • $212M • June 2013 • June 2013 • Email marketing • Marketing • $2.5B Automation © 2012 Skyword Inc, Confidential. All rights reserved. • (with ExactTarget) 18
- 19. Adobe Builds a Marketing Cloud • November 2011 • Social monitoring • $50M (w/Efficient Frontier) • January 2011 • Audience analytics, ad targeting • (not discloused) • December 2010 • CMS • $240M • Efficient Frontier – search and social buying -- November 2011 – $400M • September 2009 • Website and social analytics • $1.8B • June 2013 • Marketing automation, campaign mgmt © 2012 Skyword Inc, Confidential. All rights reserved. • $600M 19
- 20. Oracle Builds a Marketing Cloud • June 2012 • Social Monitoring • (not disclosed) • June 2012 • Social CRM • (not disclosed) • October 2013 • Content Creation • (not disclosed) • May 2012 • Social Management • $300M (e) • December 2012 • Marketing Automation System • $810M © 2012 Skyword Inc, Confidential. All rights reserved. 20
- 21. IBM Assembles a Digital Marketing Suite • August 2011 • Web site and audience analytics • $620M (e) • August 2010 • Marketing automation, planning and analytics • $480M © 2012 Skyword Inc, Confidential. All rights reserved. 21
- 22. Marketo Extending Marketing Cloud? • April 2012 • Social marketing platform • (price not disclosed) • June 2013 IPO • Marketing automation, planning and analytics •© 2012 Skyword Inc, Confidential. All rights reserved. $1.3B market cap 22
- 23. Skyword Seeks To Fill That Gap © 2012 Skyword Inc, Confidential. All rights reserved. 23
- 24. Contact Info Tom Gerace, CEO EMAIL: tom@skyword.com PHONE: (855) SKY-WORD Tricia Travaline, VP Marketing EMAIL: ptravaline@skyword.com PHONE (855) SKY-WORD 24
Editor's Notes
- Make a little more interesting
- ----- Meeting Notes (5/29/13 16:05) -----Tell the search and social story, but end with B2B marketers today understand that unless they can be part of these conversations, they will become irrelevant. Leading to the typewriter slide.
- Make more interesting