About 90 percent of CMOs report that they see value in content marketing – but it can be a daunting challenge to provide useful, visible, and engaging content with consumers who expect your brand to be present wherever and whenever they do comparison shopping on search, or when they ask you a question on Twitter. And increasingly consumers are combining search and social to learn about brands and share their opinions with each other. On November 8, 2012, Rob Garner, VP, Strategy, iCrossing, was joined by Forrester analyst Darika Ahrens, for a webinar that showed you how to make your brand relevant 24/7 by providing real-time marketing content to the digital consumer. The webinar included insights from a new book by Rob Garner – Search and Social: the Definitive Guide to Real-Time Content Marketing – to show you how you can harness the value of search and social to build a connected brand in the age of the empowered consumer. Find out more: http://www.icrossing.com/wiley-announces-search-and-social-the-definitive-guide-to-real-time-content-marketing

1. Real-Time Content Marketing
in a Connected World
An iCrossing Webinar featuring Forrester Research, Inc.
November 8, 2012 | Noon ET

2. With you today #iCRealTime
Rob Garner
Vice President, Strategy, iCrossing
@RobGarner
Darika Ahrens
Analyst, Forrester Research, Inc.
@Darika
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3. Providing real-time marketing
content to the digital consumer

4. How to reach 1930s housewives with P&G products?
Solution: Radio show “The Guiding Light”.

5. Today’s challenge? People are now
connected --
To each other, to brands, and to places--
More often and from more locations than ever
before

6. The era of pervasive interactivity
© 2012 Forrester Research, Inc. Reproduction Prohibited

7. 7

8. *Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
**Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)

9. Despite their connectivity, always
addressable customers are
harder to reach.

10. Why? Because:
Ad-free paid content services are
leaving fewer opportunities for
“pure” advertising
Consumers expect content as well as
quality, value, and customer service
for brand differentiation and loyalty.
Digital is at the centre of their world,
traditional marketing is tuned out,
and messaging needs relevancy.
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11. The Solution? Content which doesn’t
feel like marketing.
“Content Marketing delivers enough in-
built value that it does not feel like
marketing.”
© 2012 Forrester Research, Inc. Reproduction Prohibited

12. A 72 year long content marketing campaign.

13. A 112 year long content marketing campaign.

14. “People will swap something they value less for something they
value more. Both parties gain from the trade.”
Value
BRAND exchange
© 2012 Forrester Research, Inc. Reproduction Prohibited

15. The 3 principles of content marketing:
Value
Choice
Relevancy
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16. Value: “I get something from this”
Content should trigger at least one of Forrester’s “Four Fundamental Human
Needs”
Source: February 2010 “What People Really Need”
© 2012 Forrester Research, Inc. Reproduction Prohibited

17. Value: “I get something from this”
Content should trigger at least one of Forrester’s “Four Fundamental Human
Needs”
Human Need: Purpose: Create content Example:
which is:
Comfort Reduce stress & Useful - “How To” guides
complexity. Helping - Retailer apps like
Informing Tesco, Argos, etc.
Connection Feel connected to Moving - Kony, Old Spice
other people, part This is also where - Nike+
of something. virality comes from
Variety Stimulate the brain, Entertaining - Tippex “Hunter
keeps us engaged. Surprising shoots a bear”
- P&G Soap
operas
Uniqueness Makes us feel Inspiring - Intel Museum of
special. Exclusive Me
Rewarding - Burberry Art of
the Trench
Source: “Vision: The Content Marketing Playbook” due to be published November 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited

18. The 3 principles of content marketing:
Value
Choice
Relevancy
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19. Choice: “I choose to interact with this”
Source: Wikipedia
© 2012 Forrester Research, Inc. Reproduction Prohibited

20. Choice: “I choose to interact with this”
Source: Gawker Media
© 2012 Forrester Research, Inc. Reproduction Prohibited

21. Choice: “I choose to interact with this”
Source: Hootsuite Blog
© 2012 Forrester Research, Inc. Reproduction Prohibited

22. Choice: “I choose to interact with this”
© 2012 Forrester Research, Inc. Reproduction Prohibited

23. The 3 principles of content marketing:
Value
Choice
Relevancy
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24. Relevancy “This is for ME, right now”
Source: We Are Social
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25. Relevancy “This is for ME, right now”
Source: We Are Social
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26. Relevancy “This is for ME, right now”
Source: We Are Social
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27. The 3 principles of content marketing:
Value
Choice
Relevancy
© 2012 Forrester Research, Inc. Reproduction Prohibited 27

28. Real-Time Content Marketing
in a Connected World of
Search and Social

29. If you have a web site or any web
presence, then you are a publisher
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30. To build a connected brand with the always
addressable consumer, you need to
become a real-time content marketer
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31. Being a real-time content marketer means being
always present with useful and engaging
content for the always addressable consumer
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32. Elements of Real-Time Content Marketing
• An organizational shifts from passive to real-time
engagement
• A redefining of audience
• A redefining of brand to include the audience
• A greater commitment to sincerity
• A reworking of the definition of social media to become
more inclusive of search principles
• A redefinition of the word publishing
• A commitment to being a “marketer as media publisher”
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33. Real-time content marketing requires
brands to harness the power of
search, social, and content
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34. The always addressable consumer is already
comfortably using search and social to find
you and talk about you
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35. So why not share useful and engaging
content wherever the always addressable
consumer is finding and talking about you?
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36. Real-Time Content Marketing – Example 1
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37. Real-Time Content Marketing – Example 2
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38. Real-Time Content Marketing – Example 3
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39. How to get started

40. Key considerations
• Reevaluate your existing program
• Prepare for a real-time presence
• Identify gaps in audience targeting and content
• Perform a technical audit
• Perform a social audit
• Determine how search, social, and content feed into
each other, and provide attribution
• Establish key metrics and benchmarks
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41. Thank you
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41

42. #iCRealTime
Q&A
Stay Connected with iCrossing
Find out more at www.icrossing.com
Call us toll-free at 866-620-3780
Email us at findout@icrossing.com
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@icrossing and @thecontentlab
Become a fan at facebook.com/icrossing

43. Thank you
Rob Garner
VP, Strategy, iCrossing
Rob.Garner@icrossing.com
www.icrossing.com
Darika Ahrens
Analyst, Forrester Research, Inc.
Dahrens@forrester.com
www.forrester.com