Content Marketing Ecosystem SkyScape

© 2013 Skyword Inc, Confidential. All rights reserved.

SkyScape

MAPPING THE CONTENT MARKETING ECOSYSTEM

TOM GERACE, CEO / @TOMGERACE

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

3

Content Driving Digital Marketing


Search and Social: Gateways to Consumer

4

115BILLION

GLOBAL SEARCHES

every month on Google Search

36BILLION

SOCIAL SHARES

every month in the US


Quality Content is the Cost of Discovery

Search Lift Social Lift Brand LiftKeyword Relevance

Backlinks

Higher Rankings

Awareness

Affinity

Conversion

Endorsement

Amplification

Engagement

6© 2013 Skyword Inc, Confidential. All rights reserved

Content Fuels All Marketing

7

Market SkyScape



Content Marketing Landscape


Step 1: Figure Out What Information Customers Want


Step 2: Create/Curate Content That Meets Their Needs

87%of brands create original

content

Source: Unisphere 2013 study

17% curate it

http://www.skyword.com/study-content-marketing-gets-social/


Step 3: Publish It Somewhere


Step 4: Distribute And Amplify to Maximize ROI


Step 5: Measure And Optimize


Where Skyword Leads


Where Skyword Plays

16

Market Growth Drivers


• 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.


The Big Kids

All that’s missing is the content to fuel those systems…


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


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)


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)


IBM Assembles a Digital Marketing Suite

• August 2011

• Web site and audience analytics

• $620M (e)

• August 2010

• Marketing automation, planning and

analytics

• $480M


Marketo Extending Marketing Cloud?

• June 2013 IPO

• Marketing automation, planning and

analytics

• $1.3B market cap

• April 2012

• Social marketing platform

• (price not disclosed)


Skyword Seeks To Fill That Gap

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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mailto:[email protected]

mailto:[email protected]