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Re-inventing the role of content in UBM’s b2b media,
with stuff like this...
Adrian Barrick
(@adrianbarrick)
Chief Content Officer, UBM
Digital Media Strategies conference, London
4 March 2014
Security managers organise themselves, thanks to those helpful folk
Ahhh...those were the days
UBM had 155 magazines in 2007...and now?
Err, not the kind of ‘peer-to-peer engagement’ we quite had in mind...
Video and radio shows rockLive broadcasts have been effective in attracting attendees and stimulating discussion
• Live video broadcasts on Enterprise
Efficiency have generated an average of
500 registrants per show and an
average of 540 messages.
• Live video broadcasts on The SMB
Authority averaged over 300 qualified
registrants per show.
• These video broadcasts are also
generating high attendee rates with 52%
of registrants taking part.
…as do ‘digital universities’…
• Each individual 7DEE course attracts between 800 and 1,300 comments on the live chat message board running in parallel to the lecture.
• 7DEE courses amass more than 20,000 comments on the message boards from qualified attendees over a three-month period.
• More than 1,700 IT executives on average register for a 7DEE series.
A dedicated week of interactive tutorials on Internet Evolution – every week
Internet Evolution’s university program was awarded a 2012 B2B
Award of Excellence from the Business Marketing Association
and the Min’s 2011 Integrated Marketing WOW
Award.
Engineers - but possibly only engineers -love this kind of thing
Bad office
Mad office
Really? Propeller beanie hats? Hard to believe, but this worked too
Apart from the kit, editorial operations hardly changed in 100 years – until now
1900s ‘news factory’
2000s ‘news factory’ but with ceiling tiles
What’s in it for our customers – and us?Partners can build relationships with the community by posting their own content
• Customers can advertise,sponsor categories, or buy integrated marketing campaigns
• Customers can connect with the community by posting whitepapers, case studies,and research papers… with options to add a social feed,videos and blogs from their leaders
Engaging stories persuade people to sign up and attend events
This.... drove 25 000 hits a month to the registration page of...
....this
In a nutshell, content matters because…
Major stories are discovered(rather easily in this case)
Get shared and engage
Then (maybe) change behaviour