Transcription
IDC Content Marketing Services Practice
IDC Content Marketing ServicesThe right choice for technology marketers IDC 2
The Content Marketing Challenge:Punching Through the Noise to Create ROIConsider the following data points: 80%of marketers are not proficientwith their ability to meaningfullymeasure content marketingperformance.Source: 2019 Content Marketing Institute 80%of the content they publishgets no organic traffic fromGoogle, - it’s never even seen.Source: 2018 Ahrefs Search Traffic StudyYet 80%of tech marketers say they arekeeping or even increasingtheir budgets for content.Source: 2019 Content Marketing InstituteRight now, our B2B marketing community is pumping out content because we’re afraid not to—anunsustainable situation we all want to avoid! Successful content marketing is built upon a process that measurescontent performance —only then can its ROI be assessed. IDC 3
The Rise of Marketing AnalyticsPart of what has created so much noise is theadvent of digital marketing. As content hasbecome increasingly digitized, it has becomeeasier to reach more people at lower cost,creating an explosion of content.To counteract this trend, content performancemeasurement & analysis has become the newmeasuring stick now being used to assign valueto content. IDC 4
The Layers of Content Performance PlanningBuilding a Smart Content Marketing Campaign Takes Work!IDC Performance MarketingInsights plays a role here – helpingensure mutual content success1234Campaign PlannedContent Planned& CreatedContent Tracking, AnalyticsTested & ConfiguredCampaign Executed &MeasuredThings to consider:Things to consider:Things to consider:Things to consider:Campaign objectives,audience to reach, strategyfor generation awarenessContent topic, format,messaging, research-required,publish date, analyticsenabledTracking analytics (i.e.Google Analytics or similar),sources of traffic, desiredaudience engagement,coverage of analyticsAwareness execution, volumegenerated, ability to generaterequired engagement,tracking and interpretationof data IDC 5
How do you get noticed and become the preferred solution in today’s hypereducated buyer market?At IDC, we believe that research-driven insights and customized content will make your brands, productsand services stand out from competition. That’s why we offer integrated, end-to-end content marketingservices.Consider the following data points:%91%76Source:DemandGenReportof B2B buyers prefer toconsume interactive andvisual content.At the same time,more than51Source:2017 ContentPreferenceReportof buyers wish that contentused more data and research.%%67Source:2018 ContentPreferenceReportof buyers use third-party analystreports, or credible contentfrom industry influencers, whenmaking purchase decisions.of marketers cite content quality as the biggestchallenge to establishing credibility.Source: ConvinceAndConvert.com IDC 6
What We OfferTechnology ResearchFuture EnterpriseApproach 1Licensed andCustomized ContentIndustry Vertical Research& Use CaseApproach 2Thought LeadershipCustom Research & AnalysisApproach 3Business ValueCustom Research & AnalysisSmart 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.)AwarenessConsiderationPurchase IDC 7
IDC can help wherever you are in your journeyMarketPlan1234567Assess themarketKnow YourCustomersBuildAwarenessGenerate &Nurture LeadsSupportDecisionsEngage theRight ChannelsEnable &Educate Sellers Quantitativeprimary researchPartner ProgramValidation Market EducationWorkshopsFocus groups Custom Research Business ValueResearch Spotlights ValidateiViews / WhiteBV Case StudyInput IteratewithPapersData andon ClientROI / BV White ForecastsLead GenModelPaperAssessment Tools Existing Research DevelopGuest Blogs ProcessAnalyst Videosfor DeliverablesInfographics CreationWebcasts / Channel IndustryBest Practices Buyer ConversationGuides PartnerEnablementSuccess Guides Online & VideoTutorials Interactive SellingTools Custom MarketModelsConfirm TaxonomyMarket Share &&CompetitiveDefinitionsAnalysis SellVertical analysisSpending GuidesDue Diligence &InvestmentAnalysisCustomAnalyticsBrand equityIdentifyindex SourceCustomerDataSpeakerEngagementsPersonas Gap analysisMarket simulatorBuyerBehaviorInfoBriefsPress SupportLicensed &CustomizedContentMultimedia E-booksPartner MarketingThoughtLeadership Business Value /ROI Calculators(Snapshot Tools) FinalCompetitiveChannel InsightsDeliverable Routes to MarketSegmentation &ProfitabilityAnalysesBusiness ValueSelling ToolsBusiness ValuePartneringSalesEnablement IDC 8
IDC Content Marketing Services PortfolioIDC’s Content Marketing Services helps generate the most effective, measurable content for target audienceswith data-driven insights.AwarenessInteractiveInfographicsGuest AnalystBlogs / TweetsInteractiveInfoBriefsConsiderationTechnology /VendorSpotlightsWhite Papers /eBooksMicrosites /iViewsBusiness ValueCase StudiesInteractive SelfAssessmentsBusiness ValueWhite PapersPurchaseShort VideosCustomer CaseStudiesLead Gen ToolsROI / BVSnapshot tools IDC 9
Licensed and Customized ContentApproach 1IDC offers two options for licensing existing research:1IDC PublishedResearch LicensingDigital distributionrights for an existingpublished IDCdocument or excerptprovides you with alicense to share theresearch with yourtarget audience.2IDC Custom Content– Extend andEnhance PublishedResearchAn IDC white paper orspotlight, pulls fromIDC’s publishedresearch, and combinesit with customizedinsight and commentaryfrom an IDC analyst.3Extend the reach of your licensedcontent by distributing it acrosschannels in a variety of media such as:data graphics, quotes, blogs, infographicswith animation, short videos, social mediaposts and more. IDC 10
Thought Leadership – Custom ResearchApproach 2BrandBuildingThought LeadershipThemed Umbrella CampaignMessagingIDC Custom ResearchDriving thought leadership messaging and assets sponsored by vendorsLoB / IT / PRAwareness& Lead GenSales &PartnerActivationInteractiveInfographicsBuyer ConversationGuides, Q&A Docs,Industry BriefsGuest AnalystBlogs / TweetsBusiness ValueAssessment ToolsInteractiveInfoBriefsSales QuickReference, Guides,Industry BriefsShortVideosSales TrainingWorkshops, Live /Video Tutorials IDC 11
Business Value – Custom ResearchApproach 3Quantify the Valueof Your SolutionBusiness ValueResearchROI AnalysisBuild Awarenessand Engage BuyersExecutiveSummaryBusiness SummarySnap ShotAnalyst Videos/ WebcastCommunicateValueBusiness ValueWhite PaperInfoBrief /InfographicBV Snapshot Tool /Lead Gen ToolWalk Buyers Through aROI Validation ProcessInteractiveSelling ToolBuyer ConversationGuidesVideo Tutorialsfor Sales IDC 12
Best in Class Research ApproachResearch Planning, Design & ExecutionDevelop Content, Support Campaign Roll Out & Events Program1Mash-up & Planning Session4Develop Content Assets: InfoBriefs, White Paper, Blogs, iViews, Lead GenTool, etc.2Develop Research Themes Conduct Focus Groups Field Surveys5 Support Campaign & Enablement Programs PR Support, Speaker Optional Sales / Channel Training & Workshops3Analyze Results & Develop Messaging6 Events Program Optional U.S. Speaker Event Series IDC 13
Measurable Results – Sample120IDC Technology SpotlightTopic: Big Data and AnalysisDownloadsIDC VideoDatacenter 00IDC Analyst ConnectionTopic: Endpoint SecurityIDC BusinessValue Studyin409Validated LeadsCreated - Influenced1,000 Viewsin 23.5MWin Revenue- Influenced3Weeks IDC 14
Digitally Transforming the Enterprise Industry by IndustryUse Cases Include1879219701IDC Energy InsightsIndustry Digital MissionsSuccinct representation of enterprisespurpose of existenceStrategic PrioritiesDescribes what organization expectsto accomplish over extended periodof time to achieve the missionProgramsA long-term plan of action toachieve the strategic prioritiesthrough a series of use casesSpecific Business Use CasesDiscrete funded effort that supportsthe objective of a specific programthat employs LOB and IT resources Agile Energy Agile Mining Energy-as-a-ServiceIDC Financial Insights Connected Banking Contextual and Value CentricInsuranceIDC Manufacturing Insights Collaborative Innovation (AOVC) Engaging Consumer Experience atScale (BOVC) Creating Experience Ecosystems(EOVC) Technology-as-a-Service (TOVC) Real-Time Service Excellence (T&L)IDC Government InsightsIDC Retail Insights Effective National Government Smart Cities and Communities Transformative Academia Experiential Hospitality, Dining &IDC Health Insights Knowledge-Based Medicine Value-Based HealthTravel Experiential RetailIDC Telecommunications Insights Communications Service-EnabledConnected Communities IDC 15
30Use CasesCustomer ExperienceDifferentiated Customer ExperienceDigitallyTransforming theEnterprise Functionby Function212714Use CasesUse CasesUse CasesFinanceHRLegal & CorporateStrategyReal Time Insightsand Guidance29StrategicallyAligned Workforce24Growing &Protecting theDigital Organization21Use CasesUse CasesUse ement andPartnershipsDigital InnovationAccelerationBuildings of theFuture16Use CasesAnalytics & Information ManagementDeriving Value from Data IDC 16
IDC Custom SolutionsIDC’s Content Marketing Services empowers yourtechnology marketing with global insights, trustedcounsel and quality content that helps strengthenyour audience engagement and move your prospectsand customers along the buying cycle.Since 1964, IDC has been the premier global providerof market intelligence, advisory services, and eventsfor the information technology, telecommunications,and consumer technology markets. IDC 17
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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
