On June 6, 2013, Digital Influence Group, Skyword and IBM held a webinar on "Generating Leads through B2B Content Marketing." View slides from the webinar to learn how IBM is using organic search, bloggers and news writers, and value-added content to capture customers' attention throughout the purchase process, as a part of IBM's award-winning Midsize Insider program. Also learn how B2B marketers can create Influencer programs to drive prospects further down the sales funnel. Speakers include: Leslie Reiser, Program Director, Mid Market Digital Marketing WW, IBM (@LCReiser) Christine McManus, Director of Strategic Services, Skyword (@ChrissyMac8) Scott Ludwig, Associate Director, Marketing, Digital Influence Group (@BostonRS) Kevin Green, Senior Vice President, Strategy, Digital Influence Group (Moderator, @KevinMGreen)

1. Generating Leads through
B2B Content Marketing

2. Today’s Speakers
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Leslie Reiser
Program Director, Midmarket Digital Marketing WW, IBM
@LCReiser
lcreiser@us.ibm.com
Kevin Green
SVP of Strategy & Analytics, Digital Influence Group
@KevinMGreen
kgreen@digitalinfluencegroup.com
Scott Ludwig
Assistant Director of Marketing, Digital Influence Group
@BostonRS
sludwig@digitalinfluencegroup.com
Christine McManus
Director of Strategic Services, Skyword
@ChrissyMac8
cmcmanus@skyword.com

3. Agenda
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• Why content marketing? IBM’s approach for a changing digital environment
– Reach audiences where they already are
– Develop valuable content with staged distribution
• Influencer program designed to deliver value in the marketplace
– Planning and implementation
– Driving a qualified audience down the funnel
• Scaled content creation
– Capturing opportunity in search and social
– Maintaining a brand newsroom and high quality
• IBM program overview and results

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Why an Influencer Program
• Activate leading industry bloggers to amplify the reach of your organization
in the social space
• Leverage unbiased voices to create content geared towards your target
audience
• Expose established, qualified audiences to programs, events, services and
solutions
• Cultivate relationships that your employees and thought leaders can benefit
from
• Create an on demand focus group that you can run ideas or programs by for
real-time feedback

5. Connective Tissue Across Marketing Efforts
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Leverage trusted voices of influencers to create a connective tissue
between your organization’s marketing and communication activities.
PAID
OWNED
EARNED
GOAL
Trusted
Voices
Trusted
Voices
Trusted
Voices

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You Can’t Have an Influencer Program Without

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Influencer Programs aren’t Achieved Overnight
• Develop initial list of
influencers using
listening tools and
filtering methodology
• Recruit to participate
• Provide program details
and requirements
• Discuss Incentives
• Draft agreements
• Create custom
campaign tracking
• Provide disclaimer
• Review content created
by blogger
• Choreograph
distribution across
owned channels
• Collect assets to share
• Coordinate schedules
for interviews, trials, etc
• Recruit to participate at
events
• Collect metrics from
bloggers
• Pull controlled data
• Integrate into reports

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Understanding Tiers of Influence

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Creating a Distributed Content Ecosystem
Influencers
(Credible Experts) IBM Events
(Inclusion)
News Writers
(Immediate Interest)
Forward Thinkers
(Brand Ambassadors)
Content Creation, Integration and Distribution

10. It’s Less About What You Offer and More About What
Your Audience Wants
High
Low
News Writers
Bloggers
SMEs
Business Partners
Employees
Technology News
What’s happening now
Technology Trends
Opinions and theories from
thought leaders
Practical Use
Technology implementation
& consideration
Why IBM
Specific services
& solutions
VolumeofContent
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Driving a Qualified Audience Down the Funnel
#1 result
Bloggers, News Writers &
Forward Thinkers
Google
Search
Social
Search
What is our audience
searching for?
Explore, Engage & Share

12. Search and Social: Gateways to Consumers
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115BILLION
GLOBAL SEARCHES
every month on Google Search
36BILLION
SOCIAL SHARES
every month in the US

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Quality Content is the Cost of Discovery
Search Lift Social Lift Brand Lift
Keyword Relevance
Backlinks
Higher Rankings
Awareness
Affinity
Conversion
Endorsement
Amplification
Engagement

14. 14
& The Fuel That Powers All Marketing

15. 15
Brands Need to Become like Newsrooms

16. 16
Particularly in B2B..

17. Writer’s Payments
Financial Management
Search Optimization
Brand Alignment Review
Project Management
Legal Department
Writer Management
Copy Editing Company
Writer’s Content
CMS
Master Spreadsheet
CMS
But the Process is Difficult and Inconsistent
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18. Skyword – All You Need for Quality Content
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Technology
Framework
Content
Strategy
Content
Creators
Editorial
The Four Pillars of Successful Content

19. And, We’re Good At It
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Last year, Skyword content drove
134+ million unique visits from
search and social to client sites

20. Establishing a Google News Program
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21. Executing Content Strategy | Content Calendar
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22. Scale News Coverage | Trending Topics
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23. IBM Midmarket Digital Marketing
The Media in Collapse
Average age of US daily newspaper
reader: 57
Reduction in US newsroom staffs
since 2001: 45%
Growth in NBC prime time audience,
2008: 14.3%
Average age of network evening
news viewer: 63
2001 2009 Change
Woman’s Day 1.61M 410,000 -74%
Redbook 556,300 154,600 -72%
Country Living 380,200 134,900 -64%
Natl Enquirer 1.65M 591,300 -64%
Reader’s Digest 750,000 270,000 -64%
ESPN Magazine 54,350 25,200 -63%
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24. IBM Midmarket Digital Marketing
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25. IBM Midmarket Digital Marketing
New Media Impact on B2B
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26. IBM Midmarket Digital Marketing
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28. IBM Midmarket Digital Marketing
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30. IBM Midmarket Digital Marketing
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32. IBM Midmarket Digital Marketing
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33. IBM Midmarket Digital Marketing
Establish a News Site and Publishing Platform
midsizeinsider.com
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34. IBM Midmarket Digital Marketing
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35. IBM Midmarket Digital Marketing
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36. Question & Answer
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37. Connect with our Panelists
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Leslie Reiser
Program Director, Midmarket Digital Marketing WW, IBM
@LCReiser
lcreiser@us.ibm.com
Kevin Green
SVP of Strategy & Analytics, Digital Influence Group
@KevinMGreen
kgreen@digitalinfluencegroup.com
Scott Ludwig
Assistant Director of Marketing, Digital Influence Group
@BostonRS
sludwig@digitalinfluencegroup.com
Christine McManus
Director of Strategic Services, Skyword
@ChrissyMac8
cmcmanus@skyword.com