Content Marketing and PR Strategy in the Digital Age
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Content Marketing and PR Strategy in the Digital Age
www.publitek.com
The Engineering Audience and How to Reach It How the internet has changed the rules
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Content Marketing and PR Strategy in the Digital Age
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About the engineering audience
69%
of engineers in developed economies are over 45 years old
•8 5% of working engineers are also engineering hobbyists - fascinated by technology • They value print and digital communications channels • They face constraints in the use of social media – but it doesn’t stop them listening
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Content Marketing and PR Strategy in the Digital Age
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Sales engagement is much later in the buyer’s journey...
10.5 The average number of web sites that potential customers visit before contacting a supplier
...if it happens at all
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Content Marketing and PR Strategy in the Digital Age
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To be one of the 10.5, you need to...
...be everywhere your customers look
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Content Marketing and PR Strategy in the Digital Age
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Where do electronics engineers go first for information?
New technologies
New product information
“How-to” design information
Industry news
Industry/trade magazines - digital
21
16
8
31
Industry/trade magazines - print
17
15
8
24
Search engines – general
12
11
16
9
Conferences – in person
9
11
5
4
Face-to-face meetings with suppliers
8
11
6
2
Industry/trade websites
7
5
6
9
Vendor websites
6
11
15
2
Distributor websites
5
9
5
4
Search engines – industry-specific
5
4
5
4
Your peers
3
2
13
3
Conferences – virtual
3
2
3
3
Webcasts
2
1
5
1
Social media
2
1
1
2
Videos
1
0
4
1
38%
41%
51%
31%
ONLINE TOTALS
Design Engineer and Supplier Interface Study 2014
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Content Marketing and PR Strategy in the Digital Age
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When they visit electronic engineers’ websites what parts do they access most often? Section of sites accessed
% mentioned
Articles
64
Data sheets
61
New products
53
Reference designs
33
Part search
30
White papers
27
Design tools
27
Development kits
26
Samples
24
Evaluation boards
24
Pricing comparisons
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Design Engineer and Supplier Interface Study 2014. Sample of 2300 engineers, North America
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Content Marketing and PR Strategy in the Digital Age
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Information sources used in the last 12 months? Source
% mentioned
Vendor or manufacturer web sites
70
Industry publication web sites
45
Information shared by FAEs
45
Online communities and forums
43
Industry publication email newsletters
42
Online videos and tutorials
42
Information shared by sales reps
41
Distributor web sites
40
Webinars
39
Product search/parts aggregators
38
Printed industry publications
36
In person seminars
34
Industry conferences and trade shows
34
Printed catalogues and brochures
32
Blogs
20
Membership association resources
16
LinkedIn, Twitter, Facebook & other social networks
16
Podcasts
6
UBM ‘Mind of the Engineer 2014’ research, October 2014
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Content Marketing and PR Strategy in the Digital Age
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Which sources do engineers rely on for product, technical and trends information? Source
% mentioned
Technical articles: print or online
63
Sales representatives
27
Online communities: manufacturers or distributors
25
Online webinars
23
View or post a blog comment
17
Peers via an online forum
17
Advertisements: print or online
17
Industry events
17
LinkedIn messaging: manufacturers or distributors
7
Facebook pages: manufacturers or distributors
3
Tweets or re-tweets: manufacturers or distributors
3
UBM ‘Mind of the Engineer 2014’ research, October 2014
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Content Marketing and PR Strategy in the Digital Age
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Beware the digital divide • There are c.50 European blogs for B2B electronics, mostly linked to print/online media • Twitter followers are only a few percent of publication circulation or web site visitors • Regional/cultural differences in number of Twitter followers show the digital divide
25,000
20,000
15,000
Twitter followers of leading online trade media: note regional differences 10,000
5,000
0
EE Times
Electronics Weekly
Elektroniknet.de
ElectroniqueS
EO News
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Content Marketing and PR Strategy in the Digital Age
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Content Marketing The digital take on a very old concept and how it drives revenue opportunities
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Content Marketing and PR Strategy in the Digital Age
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Content marketing: around 40% of today’s B2B marketing budgets, and growing
“
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
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Content Marketing and PR Strategy in the Digital Age
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The first challenge...
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Content Marketing and PR Strategy in the Digital Age
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How do all these facets of marketing communications relate?
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Content Marketing and PR Strategy in the Digital Age
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Content delivery channels: three of which contribute to organic search
• Media relations
• Advertising print
• Blogger relations
• Advertising online
• Influencer relations
• Google AdWords
• Website
• Social media
• Blog and news page
• Word of mouth
• Other content
• Other referrals
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Content Marketing and PR Strategy in the Digital Age
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How things connect to build brands and create marketing qualified opportunities (MQOs) ANALYTICS
INBOUND Get found
CONTENT
Messages
Keywords (SEO)
White papers Tech articles Blog posts Opinion pieces News releases Data sheets App notes Videos Podcasts Infographics Photography Presentations Webinars
Blog Social Onsite SEO
Landing pages
WEBSITE Landing pages
Nurture unqualified leads
LEAD FILTER Apply rules Rate for quality
MQOs
OUTBOUND Announce Advertising E-marketing Media relations
Leads from events & other sources
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Content Marketing and PR Strategy in the Digital Age
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Optimised content marketing makes content work hard in every channel
Content
Optimised Content Marketing SEO
Social Media
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Content Marketing and PR Strategy in the Digital Age
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Why blogging is now on everyone’s agenda
• Fresh, frequent, search-optimised content • A hub for social media channels • Indexed by Google to improve search • Opportunity for guest contributions • Facilitates automated newsletter production
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Content Marketing and PR Strategy in the Digital Age
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Blogs and newsrooms can be social media and e-marketing hubs
Return
Website
News & Blog
Social resources
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Content Marketing and PR Strategy in the Digital Age
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Challenges for marketing communicators Rising importance of SEO • The battle for Page rank Decline of traditional print media • Falling circulations • Declining database quality Fragmentation of media channels • More channels • Smaller audiences per channel nderstanding social media U • Where is it useful? • How to measure ROI Lack of regional control • Online means global Developing strategies for best ROI
“
The quantity of communications is growing. But…quality is not.
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Content Marketing and PR Strategy in the Digital Age
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Publitek Overview
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Content Marketing and PR Strategy in the Digital Age
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What we do: content-based, integrated PR & marketing dedicated to B2B electronics Strategy Audience Analysis Personas Demographics
SEO Analysis Search Phrases Rankings Competition Messaging Themes Topics
Analysis
imised Conten Opt t
PR Analysis Coverage EAV
Social
Media Analysis Circulation Readership Demographics Social Analysis Networks / Groups Forums / Blogs
Optimised Delivery
SEO
Online media
Online PR Analysis Reach EAV
PPC
Social Analysis Engagement
Print media
Website
Insight Evaluation & Action
Email Analysis Actions SEO Analysis Actions Website Analysis Traffic Engagement Lead generation
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Content Marketing and PR Strategy in the Digital Age
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Why we’re different
Technical
Global
Connected
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Content Marketing and PR Strategy in the Digital Age
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A different business model Clients
In-house investment in key skills
High level added value Account Directors 65% engineers & scientists
Non-core skills supported by a global team of over 80 partners Writers translators photographers designers
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Content Marketing and PR Strategy in the Digital Age
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Where our business comes from
49%
13%
28%
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Content Marketing and PR Strategy in the Digital Age
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Tekbase: key proprietary planning tool for PR and advertising
• A detailed, personalised media contacts database • An instantly accessible editorial features database
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Content Marketing and PR Strategy in the Digital Age
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Clients in semiconductors, EDA, tools and operating systems
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Content Marketing and PR Strategy in the Digital Age
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Clients in distribution, power, passives, SSL, T&M and wireless
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Content Marketing and PR Strategy in the Digital Age
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Make major product launches multimedia – the press release is just the hub… HEADLINE • Lead with key words for SEO; relevant main message
SUBHEAD •
LEAD PARAGRAPH • All key messages, starting with the most important facts rather than ‘fluff’
Include city and date May be in lead paragraph but ideally separate (SEO)
Headline Subhead
More key phrases and secondary messages May be formatted as bullet points Ideally include call-to-action with landing page
• DATELINE
01/01/20 Bath, UK
“
• QUOTES
”
If you include them, make sure they add to the message
• SHAREABLE ELEMENTS Include links to video, photos, infographics
• Links Use selectively to link to other relevant information, including 3rd-party sites
BODY • Expand on information with facts, stats, testimonials
• BOILERPLATE Keep it brief or just link to web site URL or landing page for the release
CONTACT INFORMATION • Include name, job title, email and phone
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Content Marketing and PR Strategy in the Digital Age
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Campaign management: shared information tracked against agreed objectives
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Content Marketing and PR Strategy in the Digital Age
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Results monitoring, analysis and reporting
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Content Marketing and PR Strategy in the Digital Age
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Publitek Media Planning Service Saves time. Cuts costs. Simplifies analysis. Automates campaign presentation.
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Content Marketing and PR Strategy in the Digital Age
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A unique, time-saving platform: BIONIC media planning + Publitek AdServer
• Shared online planning, analysis, presentation • Integrated digital ad serving
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Content Marketing and PR Strategy in the Digital Age
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Publitek AdServer: how we deliver advertising content to publishers Outlet 1 Outlet 2 Ad 1
Ad 2
Ad 3
Outlet 3 Outlet 4
our banners and other Y digital ads are uploaded to the Publitek Adserver cloud by us
We provide media outlets with a piece of code to display the ads
You log into BIONIC to access views and click through data, automatically updated daily, downloadable in Excel
Saves time. Ensures statistical accuracy. Simplifies analysis.
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Content Marketing and PR Strategy in the Digital Age
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Publitek AdServer: why use it? • Built on robust, industry standard Open Source platform • Hosted in the Cloud to ensure scalability, and ability to cope with peak demand • Ads distributed through a Content Delivery Network to ensure fast delivery • Supports mobile, video and email newsletter campaigns and traditional web banner ads
Saves time. Ensures statistical accuracy. Simplifies analysis.
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Content Marketing and PR Strategy in the Digital Age
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BIONIC media planner – some campaign snapshots
• Export a ready-made PPT presentation of campaigns
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Content Marketing and PR Strategy in the Digital Age
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Service summary: savings always greatly outweigh costs! • Decades of experience buying best value globally for B2B electronics • Handling all media calls and email – saving you time • Shared online plan • Instant access to online advertising stats that are automatically updated daily • Automatic report generation in PowerPoint or Excel – saves time building presentations • Content localization • Content delivery through Publitek AdServer for accurate stats - without chasing reps! • A single invoice in one currency, once per month – cutting your administration costs WHAT IT COSTS
• Your BIONIC login: $125 per month per user (optional)
• Publitek fee: 10% gross margin on net media costs
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Content Marketing and PR Strategy in the Digital Age
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Other Things We Do
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Content Marketing and PR Strategy in the Digital Age
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Publitek News – the electronics media industry’s blog and e-newsletter
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Content Marketing and PR Strategy in the Digital Age
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SEO audits and ongoing optimisation • Independent assessment of site performance • Optimisation of use experience • Ongoing SEO tuning • Regular reporting
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Content Marketing and PR Strategy in the Digital Age
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Industry-specific research: inc. semiconductor industry’s annual social media report
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Content Marketing and PR Strategy in the Digital Age
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Europe’s largest European electronics editors event: near Munich • Held in mid-September every 2 years since 2008 • 40 editors from across Europe attend • One-hour presentations • One-on-one meetings • Informal networking • Maximises media coverage during Electronica
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Content Marketing and PR Strategy in the Digital Age
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Case Studies What we’ve achieved for others
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Content Marketing and PR Strategy in the Digital Age
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Building brand equity: start-up case study Brief
• Branded touch chips: firmware on MCUs
• Positioned as technology market leader
Strategy
• Set up Asia agency network and delivered Europe/US campaign direct
•E ducational strategy based heavily on white papers and articles
• Supported by press releases, successful awards entries
Results
• Sales leads from LG & Samsung resulting in key business
• Licensing deal with Renesas
• After a 3 year campaign, sold to Atmel for $130 million in 2008
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Content Marketing and PR Strategy in the Digital Age
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Building brand equity: start-up case study Brief
• Product: ‘Energy friendly MCUs’
• Positioning: first in ultra low power technology
Strategy
• Technical education and branding campaign
• Regular press meetings at shows and phone interviews supporting major announcements
•E xtensive use of customer case studies
• Look BIG!
Results
• Perceived as a major threat by leading MCU vendors
• After less than 5 years, sold to Silicon Labs for $170 million (despite adding only $7 million to revenue)
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Content Marketing and PR Strategy in the Digital Age
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Business intelligence & competitor SoV tools Brief
• Product: Custom reporting dashboard
Strategy • Analysis of coverage to determine: • Coverage breakdown by key media • Year on Year performance • Competitor share of voice in key markets • Coverage by individual releases and product categories • Share of voice by key technologies Results
• A branded interactive business intelligence platform that permits exporting charts and data into external applications, or exported for print
• Insights into competitor product / market strategies
•B enchmarks and KPIs for board level reporting
• Identification of new target media for PR and SEO link building
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Content Marketing and PR Strategy in the Digital Age
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Building awareness and thought leadership Brief
• Product: Electrical Systems, Cabling and Harness design tools
• Positioning: Expertise in automotive sector
Strategy
• Audit of target markets on social media networks
• I dentification of key groups for each niche
• PPC campaign delivering targeted messages at optimal delivery times
• Benchmarking against key competitors for share of voice, growth and engagement KPIs
• Full reporting on additional marketing KPIs: CTR, leads generated, broken down by design domain and post content type
Results
•F ollower growth rate and engagements rate 350% higher than nearest competitor
• Increased visibility by 200% • Increased-click throughs by 450% • Lead generation costs inline with expectations, and insights gained into most effective lead generators
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Content Marketing and PR Strategy in the Digital Age
www.publitek.com
Why Publitek?
✔ effectiveness ✔ flexibility ✔ value for money ✔ experience
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Publitek is the world’s leading content marketing and technology PR agency for the B2B electronics industry. By complementing our in-house capabilities with proven partners, we offer a multi-lingual, global capability encompassing both corporate and technical communications.
Contact Bob Jones, Director bob.jones@publitek.com
Publitek Ltd, 18 Brock Street, Bath, BA1 2LW Tel: +44 (0) 1225 470000 www.publitek.com