Next Generation Content Marketing: Using Content as the Center of Your Customer Marketing

1. Next Generation Content Marketing: Using Content as the Center of Your Customer Marketing January 10, 2007 Scholastic, New York City

2. Today’s Agenda • What is Content Marketing? • Who’s Buying It and How Much? • Our Panelists Speak – Application Studies of What’s Working • Q&A Next Gen Content Marketing: Custom Media Builds Brands

3. Today’s Presenters • Joe Pulizzi, Penton Media, Moderator • Michael Hurley, Hanley-Wood • Andrew Pancer, About.com • Rebecca Rolfes, Imagination Publishing • Randy Roush, Idearc Media Next Gen Content Marketing: Custom Media Builds Brands

4. TraditionalMarketing Next Gen Content Marketing: Custom Media Builds Brands

5. - Rohit Bhargava, Influential Interactive Marketing, Ogilvy PR Single principle of importance… “…marketing with content worth consuming – and letting consumers share it easily. The age of control is placing a new emphasis on content marketing…that is, the idea that you need to create more than just a marketing message.” Next Gen Content Marketing: Custom Media Builds Brands

6. - Rohit Bhargava, Influential Interactive Marketing “this means focusing on content…that has value…The value can come from many things, whether it is useful, entertaining, humorous, or just plain weird.The marketers that understand the value of creating quality content are the ones that will stand out. The others will be ignored.” Next Gen Content Marketing: Custom Media Builds Brands

7. - Rohit Bhargava, Influential Interactive Marketing “So in this age of control, before you launch your marketing efforts – ask yourself if you are creating content worth interacting with. If the answer is no, chances are your customers are already filtering you out.” Next Gen Content Marketing: Custom Media Builds Brands

8. What is Content Marketing? • Content Marketing • Custom Publishing • Custom Media • Branded Content • Custom Content Next Gen Content Marketing: Custom Media Builds Brands

9. What is Content Marketing? Content – of significance, collection of information Marketing – the activities of a sale or exchange (behavior, movement) Next Gen Content Marketing: Custom Media Builds Brands

10. What is Content Marketing? Dialogue (two-way) of relevant information (content) delivered to a targeted audience with the purpose of changing or fostering a behavior. Connect deeper…make meaning Next Gen Content Marketing: Custom Media Builds Brands

11. What are the Products? White Papers Custom Events Podcasts Microsites Video/Audio Webcasts Custom Magazines Magalogs eMagazines Newsletters eNewsletters eBooks Next Gen Content Marketing: Custom Media Builds Brands

12. Custom Works Next Gen Content Marketing: Custom Media Builds Brands

13. It’s Growing! • Custom Media grew 29.1% in 2005 to over $28 billion (VSS) • 8th Largest Media Sector Overall • Average Company Spends morethan $1 million per year Next Gen Content Marketing: Custom Media Builds Brands

14. Next Generation Content Marketing: Using Content as the Center of Your Customer Marketing January 10, 2007 Scholastic, New York City

15. Michael HurleyVice President, Custom Publishing

16. RSM McGladrey Advantage • Insight • Carefully selected content to match the interests of CEOs and CFOs, with content input from internal and external editorial boards • Promise • “Actionable intelligence” leaders can use to help manage their businesses • Execution • Print, Web, DM and sales integration

17. Actionable intelligence • Credible business communications • Valuable information for businesses, leaders • Underlying marketing messages

18. Integrated sales, marketing engine • Print newsletter • E-mail newsletter • Web site • Business development guide • Direct marketing

19. Measurable results • More than 50 percent gain in brand awareness in key markets • Significant new business opportunities • Testimonials • Communications awards

20. Next Generation Content Marketing: Using Content as the Center of Your Customer Marketing January 10, 2007 Scholastic, New York City

21. American Business Media Next Generation Content Marketing: Using Content as the Center of Your Customer Marketing Andrew Pancer Chief Operating Officer About.com

22. Custom Editorial Sponsorships • Advertiser has exclusive presence • Offers user engagement and brand exposure • Provides flexibility in execution of display advertising • Opportunity to align brand with trusted content/user education

23. Custom Editorial solution for The Coca Cola Company • Challenge: • Reach consumers, in particular parents, and educate them the importance of: • Hydration • Nutrition • Family physical fitness • Engage the audience and promote consumer interactivity with the brand • Think “outside the banner”

24. Trust + Breadth = Unique Value to Advertisers Homepage About.com Health (69 sites, 5.0M uniques) About.com Sports (39 sites, 1.5M uniques) About.com Parenting (25 sites, 3.7M uniques) About.com Hydration Articles Nutrition Childcare Pediatrics Sports Medicine …and more Nielsen NetRatings November 2006

25. Coca-Cola - ”Make Every Drop Count” • Custom landing page • Editorial sponsorship • Video programming breaks • Integrated sponsorship • Targeted media across About.com • Solo emails

26. Coca-Cola - Video Programming Breaks • Advertorial • Content written and produced by About.com • Approved by client

27. Podcasting solution for AstraZeneca • Challenge: • Reach heartburn sufferers andcaretakers online • Think “outside the banner” • Solution • Custom sponsored podcast series • Written and produced by About.com • Narrated by highly credentialed About.com guide • Updated monthly & distributed to iTunes • Fixed sponsorship button on Health Channel homepage • Heartburn/GERD site exclusive sponsorship

28. Custom Podcast Series for AstraZeneca

29. Next Generation Content Marketing: Using Content as the Center of Your Customer Marketing January 10, 2007 Scholastic, New York City

30. Rebecca Rolfes Executive VP New Business Development

37. Next Generation Content Marketing: Using Content as the Center of Your Customer Marketing January 10, 2007 Scholastic, New York City

38. Randy Roush Executive Director – Strategy & Product Development

43. Q & A

44. Thanks for Attending!