Program

Speaker: Jean Fleming
Time: 2:00 PM - 2:50 PM Date: February 17
Room: Beach
Track: Web Marketing Strategies, Practices, and Standards

There was a time when a white paper was all you needed to gain traction with B2B customers. But in a switched on, YouTube, blogosphere world, the white paper—while still an important component in your content arsenal—can no longer go it alone.

In this session, we’ll explore how an integrated—and disaggregated—approach to content will help you reach your audience in the way they want with relevant content that drives engagement.

Specifically, we’ll cover:

Web 2.0 impact and implications:
- Blog? Twitter? Strategies that help you make the right choice for your objective
- How to build authentic relationships with bloggers and on forums
- Create campaign traction through strategic commenting and linkbacks
Content disaggregation: Find the gems in your existing content and extend the life and usefulness of what you create
Audience considerations: New data on what forms of content your target audience prefers may shift your content development priorities
Micro-content: Best practices for getting small
Smart process for quick content development: Deliver superior results with this simple four-step method

Along the way, we’ll look at leading-edge creative that will have you rethinking what B2B means. Imaginative, interactive, cinematic, serialized—and informative. This content does it all. We’ll break down the strategy that gave birth to the creative, and talk about how to bring clients along in the process, and when to steer them clear of the latest fads that may not match their objectives, audience or budget. Ideal for content developers, writers, marketing teams, agency dwellers and program managers.