Content Marketing Ecosystem SkyScape
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Transcript of Content Marketing Ecosystem SkyScape
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© 2013 Skyword Inc, Confidential. All rights reserved.
SkyScape
MAPPING THE CONTENT MARKETING ECOSYSTEM
TOM GERACE, CEO / @TOMGERACE
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2© 2013 Skyword Inc, Confidential. All rights reserved.
Agenda
How we discover new things
Our SkyScape: Mapping the content marketing ecosystem
A tiny little bit about us
What’s driving content marketing
How to get in touch
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Content Driving Digital Marketing
© 2013 Skyword Inc, Confidential. All rights reserved.
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Search and Social: Gateways to Consumer
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115BILLION
GLOBAL SEARCHES
every month on Google Search
36BILLION
SOCIAL SHARES
every month in the US
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5© 2013 Skyword Inc, Confidential. All rights reserved.
Quality Content is the Cost of Discovery
Search Lift Social Lift Brand LiftKeyword Relevance
Backlinks
Higher Rankings
Awareness
Affinity
Conversion
Endorsement
Amplification
Engagement
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6© 2013 Skyword Inc, Confidential. All rights reserved
Content Fuels All Marketing
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Market SkyScape
© 2013 Skyword Inc, Confidential. All rights reserved.
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8© 2012 Skyword Inc, Confidential. All rights reserved.
Content Marketing Landscape
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Step 1: Figure Out What Information Customers Want
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10© 2012 Skyword Inc, Confidential. All rights reserved.
Step 2: Create/Curate Content That Meets Their Needs
87%of brands create original
content
Source: Unisphere 2013 study
17% curate it
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11© 2012 Skyword Inc, Confidential. All rights reserved.
Step 3: Publish It Somewhere
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Step 4: Distribute And Amplify to Maximize ROI
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13© 2012 Skyword Inc, Confidential. All rights reserved.
Step 5: Measure And Optimize
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Where Skyword Leads
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Where Skyword Plays
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Market Growth Drivers
© 2013 Skyword Inc, Confidential. All rights reserved.
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• Salesforce won the sales cloud space by owning the core workflow and becoming the key data repository for B2B sales.
• Salesforce, Adobe, Oracle, IBM, & Marketo are all racing to create the marketing cloud.
• Their investments & acquisitions help marketers to discover their customers’ information needs, host and amplify the content they produce, and measure how their work performs.
17© 2012 Skyword Inc, Confidential. All rights reserved.
The Big Kids
All that’s missing is the content to fuel those systems…
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18© 2012 Skyword Inc, Confidential. All rights reserved.
Salesforce Builds a Marketing Cloud
• July 2012
• Cloud-based CMS
• Built internally
• June 2013
• Email marketing
• $2.5B
• June 2013
• Marketing Automation
• (with ExactTarget)
• March 2011
• Social Listening
• $326M
• December 2010
• Social applications
• $212M
• October 2012
• Social media management
• $745M
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19© 2012 Skyword Inc, Confidential. All rights reserved.
Adobe Builds a Marketing Cloud
• September 2009
• Website and social analytics
• $1.8B
• December 2010
• CMS
• $240M• January 2011
• Audience analytics,
ad targeting
• (not discloused)
• Efficient Frontier – search and social
buying -- November 2011 – $400M
• June 2013
• Marketing automation, campaign mgmt
• $600M
• November 2011
• Social monitoring
• $50M (w/Efficient Frontier)
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20© 2012 Skyword Inc, Confidential. All rights reserved.
Oracle Builds a Marketing Cloud
• May 2012
• Social Management
• $300M (e)
• June 2012
• Social Monitoring
• (not disclosed)
• June 2012
• Social CRM
• (not disclosed)
• December 2012
• Marketing Automation System
• $810M
• October 2013
• Content Creation
• (not disclosed)
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21© 2012 Skyword Inc, Confidential. All rights reserved.
IBM Assembles a Digital Marketing Suite
• August 2011
• Web site and audience analytics
• $620M (e)
• August 2010
• Marketing automation, planning and
analytics
• $480M
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22© 2012 Skyword Inc, Confidential. All rights reserved.
Marketo Extending Marketing Cloud?
• June 2013 IPO
• Marketing automation, planning and
analytics
• $1.3B market cap
• April 2012
• Social marketing platform
• (price not disclosed)
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23© 2012 Skyword Inc, Confidential. All rights reserved.
Skyword Seeks To Fill That Gap
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Contact Info
Tom Gerace, CEOEMAIL: [email protected]: (855) SKY-WORD
Tricia Travaline, VP Marketing
EMAIL: [email protected]
PHONE (855) SKY-WORD
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