IDC Content Marketing Services Practice

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The right choice for technology marketers

IDC Content Marketing Services

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Consider the following data points:

The Content Marketing Challenge: Punching Through the Noise to Create ROI

of marketers are not proficient with their ability to meaningfullymeasure content marketing performance.

of the content they publish gets no organic traffic from Google, - it’s never even seen.

Right now, our B2B marketing community is pumping out content because we’re afraid not to—an unsustainable situation we all want to avoid! Successful content marketing is built upon a process that measures content performance —only then can its ROI be assessed.

~80% >80% >80%

of tech marketers say they are keeping or even increasing their budgets for content.

Yet

Source: 2019 Content Marketing Institute Source: 2018 Ahrefs Search Traffic Study Source: 2019 Content Marketing Institute

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The Rise of Marketing Analytics

Part of what has created so much noise is the advent of digital marketing. As content has become increasingly digitized, it has become easier to reach more people at lower cost, creating an explosion of content.

To counteract this trend, content performance measurement & analysis has become the new measuring stick now being used to assign value to content.

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Building a Smart Content Marketing Campaign Takes Work!

The Layers of Content Performance Planning

Things to consider:

Campaign objectives, audience to reach, strategy for generation awareness

Campaign Planned

1 2 3 4

Things to consider:

Content topic, format, messaging, research-required, publish date, analytics enabled

Content Planned & Created

Things to consider:

Tracking analytics (i.e. Google Analytics or similar), sources of traffic, desired audience engagement, coverage of analytics

Content Tracking, Analytics Tested & Configured

Things to consider:

Awareness execution, volume generated, ability to generate required engagement, tracking and interpretation of data

Campaign Executed & Measured

IDC Performance Marketing Insights plays a role here – helping

ensure mutual content success

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At IDC, we believe that research-driven insights and customized content will make your brands, products and services stand out from competition. That’s why we offer integrated, end-to-end content marketing services.

How do you get noticed and become the preferred solution in today’s hyper-educated buyer market?

91%of B2B buyers prefer to consume interactive and visual content.

Source: DemandGen

Report 76%of buyers wish that content used more data and research.

Source: 2017 Content

PreferenceReport 67 %

of buyers use third-party analyst reports, or credible content from industry influencers, when making purchase decisions.

Source: 2018 Content

PreferenceReport

Consider the following data points:

Source: ConvinceAndConvert.com

%At the same time,more than 51 of marketers cite content quality as the biggest

challenge to establishing credibility.

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What We Offer

Technology ResearchFuture Enterprise

Industry Vertical Research& Use Case

Licensed and Customized Content

Thought LeadershipCustom Research & Analysis

Business ValueCustom Research & Analysis

Smart Content Production + Performance Marketing Insights + IDG Partnership(IDG can help reach a targeted audience and drive engagement with IDC content through media promotion,

content syndication and social activation campaigns.)

Awareness Consideration Purchase

Approach 1 Approach 2 Approach 3

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IDC can help wherever you are in your journey

Confirm Taxonomy & Definitions Identify

Source Data

Develop Process for Deliverables Creation

Validate Input Data and Forecasts

Iterate with Client on Model

Final Deliverable

Plan Market Sell

Assess the market

• Custom Market Models

• Market Share & Competitive Analysis

• Vertical analysis

• Spending Guides

• Due Diligence & Investment Analysis

Know Your Customers

• Quantitative primary research

• Focus groups

• Brand equity index

• Customer Personas

• Gap analysis

• Market simulator

Build Awareness

• Existing Research

• Guest Blogs

• Analyst Videos

• Infographics

• Webcasts / Speaker Engagements

• InfoBriefs

• Press Support

Generate & Nurture Leads

• Custom Research

• Spotlights

• iViews / White Papers

• Lead Gen Assessment Tools

• Multimedia

• E-books

• Partner Marketing

Support Decisions

• Business Value Research

• BV Case Study

• ROI / BV White Paper

• Business Value / ROI Calculators (Snapshot Tools)

• Business Value Selling Tools

Engage the Right Channels

• Partner Program Validation

• Channel Industry Best Practices

• Competitive Channel Insights

• Routes to Market Segmentation & Profitability Analyses

Enable & Educate Sellers

• Market Education Workshops

• Buyer Conversation Guides

• Partner Enablement Success Guides

• Online & Video Tutorials

• Interactive Selling Tools

Custom Analytics

Buyer Behavior

Licensed & Customized

ContentPartnering

Sales Enablement

Thought Leadership Business Value

1 2 3 4 5 6 7

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IDC’s Content Marketing Services helps generate the most effective, measurable content for target audiences with data-driven insights.

IDC Content Marketing Services Portfolio

White Papers / eBooks

Microsites / iViews

Technology / Vendor Spotlights

Interactive Self Assessments

Business Value White Papers

Business Value Case Studies

Guest Analyst Blogs / Tweets

Interactive InfoBriefs

Interactive Infographics Short Videos

Customer Case Studies

Lead Gen Tools

ROI / BV Snapshot tools

Awareness

Purchase

Consideration

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IDC offers two options for licensing existing research:

Licensed and Customized ContentApproach 1

1IDC Published Research LicensingDigital distribution rights for an existing published IDC document or excerpt provides you with a license to share the research with your target audience.

2IDC Custom Content – Extend and Enhance Published Research An IDC white paper or spotlight, pulls from IDC’s published research, and combines it with customized insight and commentary from an IDC analyst.

3

data graphics, quotes, blogs, infographicswith animation, short videos, social media posts and more.

Extend the reach of your licensed content by distributing it across channels in a variety of media such as:

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Thought Leadership – Custom ResearchApproach 2

BrandBuilding

Thought LeadershipThemed Umbrella Campaign

Messaging

LoB / IT / PRAwareness& Lead Gen

IDC Custom ResearchDriving thought leadership messaging and assets sponsored by vendors

Sales &PartnerActivation

Buyer ConversationGuides, Q&A Docs,Industry Briefs

Business ValueAssessment Tools

Sales Quick Reference, Guides,Industry Briefs

Sales TrainingWorkshops, Live /Video Tutorials

Interactive Infographics

Guest Analyst Blogs / Tweets

Interactive InfoBriefs

Short Videos

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Business Value – Custom ResearchApproach 3

Quantify the Value of Your Solution

Business ValueResearch

ROI Analysis

Build Awarenessand Engage Buyers

ExecutiveSummary

Business SummarySnap Shot

Analyst Videos/ Webcast

CommunicateValue

Business ValueWhite Paper

InfoBrief /Infographic

BV Snapshot Tool / Lead Gen Tool

Walk Buyers Through a ROI Validation Process

Interactive Selling Tool

Buyer ConversationGuides

Video Tutorialsfor Sales

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Best in Class Research Approach

Mash-up & Planning Session

Develop Research Themes • Conduct Focus Groups• Field Surveys

Analyze Results & Develop Messaging

Develop Content Assets:• InfoBriefs, White Paper, Blogs, iViews, Lead Gen

Tool, etc.

• Support Campaign & Enablement Programs• PR Support, Speaker • Optional Sales / Channel Training & Workshops

• Events Program• Optional U.S. Speaker Event Series

Research Planning, Design & Execution Develop Content, Support Campaign Roll Out & Events Program

1

2

3

4

5

6

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Measurable Results – Sample

IDC Technology SpotlightTopic: Big Data and Analysis

120Downloads

in 24Hours

IDC Analyst ConnectionTopic: Endpoint Security

6,500Downloads

IDC BusinessValue Study

2,205Responses

409Validated Leads

Created - Influenced

23.5MWin Revenue- Influenced

$

Datacenter Next-GenWorkloads

1,000Views

IDC Video + in 3Weeks

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Digitally Transforming the Enterprise Industry by Industry

IDC Energy Insights

• Agile Energy

• Agile Mining

• Energy-as-a-Service

IDC Financial Insights

• Connected Banking

• Contextual and Value Centric Insurance

IDC Government Insights

• Effective National Government

• Smart Cities and Communities

• Transformative Academia

IDC Health Insights

• Knowledge-Based Medicine

• Value-Based Health

18

79

219

701Specific Business Use CasesDiscrete funded effort that supports the objective of a specific program that employs LOB and IT resources

ProgramsA long-term plan of action to achieve the strategic priorities through a series of use cases

Strategic PrioritiesDescribes what organization expects to accomplish over extended period of time to achieve the mission

Industry Digital MissionsSuccinct representation of enterprises purpose of existence

Use Cases Include IDC Manufacturing Insights

• Collaborative Innovation (AOVC)

• Engaging Consumer Experience at Scale (BOVC)

• Creating Experience Ecosystems (EOVC)

• Technology-as-a-Service (TOVC)

• Real-Time Service Excellence (T&L)

IDC Retail Insights

• Experiential Hospitality, Dining & Travel

• Experiential Retail

IDC Telecommunications Insights

• Communications Service-Enabled Connected Communities

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Digitally Transforming the Enterprise Function by Function

Finance

21Use Cases

27Use Cases

14Use Cases

Real Time Insightsand Guidance

HR Legal & Corporate Strategy

Strategically-Aligned Workforce

Growing & Protecting the

Digital Organization

29Use Cases

24Use Cases

21Use Cases

Procurement R&D Facility Management

Digital Procurement and

Partnerships

Digital Innovation Acceleration

Buildings of the Future

16Use Cases

Analytics & Information ManagementDeriving Value from Data

30Use Cases

Customer ExperienceDifferentiated Customer Experience

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IDC Custom Solutions

IDC’s Content Marketing Services empowers your technology marketing with global insights, trusted counsel and quality content that helps strengthen your audience engagement and move your prospects and customers along the buying cycle.

Since 1964, IDC has been the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets.

© IDC

linkedin.com/company/idc blogs.idc.comtwitter.com/idcIDC.com

For More InformationJason Cunliffejcunliffe@idc.com