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Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content
                    is the custom publishing division of PCWorld | Macworld,[object Object],PCWORLD founded 1982,[object Object],15 Million unique users online,[object Object],4.5 Million print readers,[object Object],MACWORLD founded 1983,[object Object],5.6 Million unique users online ,[object Object],1.5 Million print readers,[object Object],Source: IntelliQuest Consumer Doublebase study (2009-2010), OmnitureSiteCatalyst,[object Object]
Why Content Works?,[object Object],[object Object]
IDG’s Custom Solutions Group has had great success in custom publishing for the enterprise market
Our advertising partners are asking for custom contentSource: IDG Global Research, Fall 2010 ,[object Object]
Harnessing the expertise of PCWorld and Macworld, Content Works creates powerful content that attracts, educates, and motivates serious tech buyers.,[object Object]
Design,[object Object],Sales,[object Object],Editorial,[object Object],A meta-organization within,[object Object],Web Development,[object Object],Print Production,[object Object],Project Management,[object Object],Research,[object Object]
My Role,[object Object],BACKGROUND:,[object Object],[object Object]
10 years at Wired
Two stints as editor-in-chief at technical magazines for creative professionalsFUNCTION:,[object Object],[object Object]
But with a full-spectrum media palette
I dream up information packages and oversee their creation,[object Object]
Content,[object Object]
Multiplatform,[object Object],Print,[object Object],Internet ,[object Object],Mobile ,[object Object],Live events,[object Object]
Multimedia,[object Object],Text,[object Object],Photos,[object Object],Illustrations,[object Object],Diagrams,[object Object],Video ,[object Object],Interactive,[object Object]
Multiformat,[object Object],Magazines,[object Object],Web sites,[object Object],Podcasts ,[object Object],Blogs,[object Object],Social profiles,[object Object],Apps,[object Object],Games ,[object Object],Contests,[object Object]
Distribution,[object Object],PCWorld | Macworld,[object Object],IDG Tech Network,[object Object],Client outlets,[object Object],Partner sites,[object Object],Social networks,[object Object],App stores,[object Object]
Recent Partners,[object Object]
. . . What is great content, anyway?,[object Object],Goal: Great content.,[object Object]
Great Content is an experience,[object Object],You become lost in the presentation. ,[object Object],You return enlightened and inspired. ,[object Object]
What can great content do for a business?,[object Object],[object Object]
Make brands more credible
Lead potential customers through funnel
Provide valuable, wholly-owned assets,[object Object]
Differentiation between custom and editorial
Maintaining journalistic standards while meeting marketers’ demands,[object Object]
Subject-matter expertise
Journalistic approach
Focus on user experience

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Content Marketing Strategies Conference: Ted Greenwald Attract & Engage Audiences with Custom Content

Editor's Notes

  1. MultiplatformMultimediaMultiformat
  2. Case study: Microsoft IE9• Daily blog• 12 weeks• Addressing tech-savvy audience• Build excitement around HTML5• Restrictions on comments, sharing