Content Marketing Strategy for Executives Reach a World of Content Marketers 2011 MEDIA GUIDE
Content Marketing is Revolutionizing How Businesses Connect to Their Customers. Buyers crave information that can help them to solve a problem or address a need, but studies show that they only find relevant content 42% of the time.* Content marketing is the discipline of creating and distributing relevant content to the right audience at the right time with the objective of driving profitable customer action. While nine out of ten B2B marketers are using content in their marketing and the majority plans to increase their content marketing budgets in 2011 there is still a lot of confusion on how to best execute these strategies.* Chief Content Officer (CCO) is the first globally-distributed magazine devoted to the fast-growing, evolving field of content marketing. It is written by, for, and about the most innovative, influential global content marketers. The magazine will showcase how content marketers are finding success in the field, focusing on the tools, technologies and processes they use to help marketers learn new skills and apply lessons to their own organizations. The magazine will have print and digital editions, as well as the backing of The Content Marketing Institute (CMI), the leading online site for content marketers. *Data sources available on request What is the Content Marketing Institute? Since 2007, Junta42 has been like the eharmony for content marketing for some of the world s largest brands. They provide a free service for organizations that need expert content providers to produce and distribute their content. They are one of the go-to communities around content marketing, with the annual content spending report, the list of top 42 content marketing blogs and many other resources. Junta42 s sister site is the CMI, which helps marketers specifically with the how-to of content marketing. Along with its daily blog that is authored by experts in the field, CMI also provides consulting, research and education to help B2B and B2C marketers execute and measure the success of their content marketing strategies. Both sites were founded and led by Joe Pulizzi, who is one of the founders of the content marketing movement. He has spent more than a decade teaching marketers how to be publishers as he has traveled the world talking to businesses, in keynotes and workshops, about the need to create valuable media channels, leveraging print, online, in-person and social media platforms in the process. He is also co-author of the handbook on content marketing, Get Content Get Customers. 2
Why advertise in Chief Content Officer? CCO offers advertisers access to more than 50,000 senior-level marketers and publishers looking for products and services to help them solve their marketing challenges. With world-wide distribution, CCO offers access to markets that are hard to reach through traditional publications. Official B2B Magazine Supplement Content Marketing Marketplace* FACTS: Spending on content marketing is expanding even while overall marketing budgets are not growing. For 2010, 59% of marketing professionals surveyed plan to increase their spending on content initiatives (as compared to 56% in 2009 and 42% in 2008). 9 out of 10 B2B companies market with content and they allocate approximately 26% of their total marketing budgets to content marketing initiatives. A study by the Custom Content Council at year-end 2009 reported that 78% of marketers believe content marketing is more effective than advertising. A 2010 study of B2B and B2C marketers by the American Marketing Association showed that social media content marketing strategies were used by about half of all marketers in 2009, and 80% indicated it would be an area of increased focus for their organization in 2010. According to Razorfish, a leading digital agency in the consumer market, 80% of marketers will increase their spending on social media activities (excluding ads) in the coming year. *Data sources available on request The Content Marketers Toolbox Content marketers have deep buying power their ability to execute programs depends on products and services provided outside the walls of their building. Some products and services that content marketers buy: Application Developers Audience Development/List Services Blogging Software and Tools Content/Editorial Development Content Licensing Content Strategist CRM Systems Digital Media/Publishing Direct Mail Services E-mail Marketing Graphic Design Services Internet Marketing/Link Building Marketing/PR Services Measurement/ROI Tools Marketing Automation Services Printing SEO/Social Media Services Show and Event Planning Strategic Planning Telemarketing Virtual Project Team Software/Tools Video Production Website Design/Development 3
Distribution Reach over 50,000 marketers WORLDWIDE. 20,000 senior-level marketers through polybag distribution with B2B Magazine. 80% B2B companies; 20% B2C companies Senior-level marketers (CMO, C-level and other executive titles) Broad industry reach, from financial services to travel and tourism BONUS DISTRIBUTION TO ONLINE MARKETING SUMMIT ATTENDEES 30,000 digital copies to executive-level marketers and publishers subscribing to opt-in e-mail lists with private companies and associations throughout the world. CMI members Junta 42 members/subscribers Online Marketing Institute PR Newswire Forum Corporate Publishing (Germany, Switzerland, Austria) Additional partner distributions in Australia, Belgium, Finland, Poland and Slovenia Digital Edition All the great content of the print version, enhanced for online viewing and exclusive digital-only content. The digital edition will also be promoted through the CMI and Junta42 blogs, Facebook, Twitter, LinkedIn and our partner sites around the world. EXCLUSIVE DIGITAL-ONLY CONTENT Benefits to Advertisers 8 exclusive print sponsorship positions Globally distributed Reach executive-level decision-makers Maximize your ad dollar with exposure in both the print and digital edition Exclusive content to drive traffic to digital edition The digital edition lets readers link directly to your website or send you an e-mail Premium advertising opportunities in the digital edition 4
Editorial CCO is a cutting-edge magazine intended to help marketers become publishers and publishers to become content marketers. 2011 issue themes will include: In Each Issue Each issue will include departments focused on giving you the tools you need to execute your content marketing programs: January 2011 Content: The Future of Marketing Content marketing is up-ending the roles and responsibilities of marketers, who are racing to transform their organizations into sophisticated publishing units. Our inaugural issue will cover what every CCO needs to know in this fast-changing field and make the compelling case for the role of the Chief Content Officer. April 2011: Tech Issue The technology industry leads all other industries in adopting & innovating in the category of content marketing. Our tech issue will highlight companies that exemplify and embrace this leadership role. July 2011: Innovator s Issue Our mid-summer issue will choose four high-impact innovators who are leading their fields in adopting ground-breaking content approaches. One of these innovators will be chosen as Content Marketer of the Year, an honor to be awarded at Content Marketing World 2011 in September 2011. Tech Tools The Tech Tools department will feature a collection of technology tools that content marketers use to develop, deliver and promote their content. Anatomy of a CM Strategy Anatomy of a CM Strategy: An infographic presents a visual case study about how a single company masters an integrated content marketing program. Diagnosis Content marketing includes much more than creating content. This department will present a strategy-related topic such as segmenting user data or developing a mobile strategy and offer the most effective ways to master the strategy. Collage Our collage pages will present many short-format contributions, such as opinions from the CMI community, the latest research statistics about content marketing, or a round-up of the best information about content marketing on the web. Talking Innovation Joe Pulizzi, founder of Junta42/CMI, interviews a trendsetter in the field of content marketing, seeking out fresh points of view in an informal, irreverent interview October 2011: Measuring Content Marketing Success A hot topic for CCOs is figuring out whether they are getting a return on their investment. Our October issue will be a practical guide to the discipline of measurement within content marketing, covering the why and how of measurement for companies serious about a disciplined content marketing strategy. Have an Interesting Story Idea? Contact Clare McDermott at (857) 928-9725 Content Marketing Strategy for Executives 5 6
Rates and Sizes Display Advertising Premium Positions Net Rate Digital Edition (additional options) Back Cover... $8,000 IFC/IBC... $7,500 Full Page... $7,000 Advertisers that sign-up for 4 issues will receive a 15% discount. Print Sizes Ad size: 8-1/8 x 10-7/8 w/bleeds (Please add.125 to all sides for bleed) Final trim size: 8-1/8 x 10-7/8 Print Material Submission Electronic Transmission: E-mail to angela@junta42.com Attn: Angela Vannucci Overall Digital Edition Sponsorship... $10,000 Digital sponsor receives logo on edition load, full page ad on opening page (left, opposite cover), 2 banner ads, and 1 toolbar logo. Additional Opportunities Rich media insertion... $250 Custom programs...quoted on request Full page ad size: 10-7/8 x 8-1/8 (belly-band, blow-ins, surveys, etc.) Please note that CCO uses different specifications for the Digital Edition. If you are advertising in both, you must submit 2 different ad sizes. For the complete digital specifications for all of our Digital Edition advertising opportunities, please CLICK HERE. Print File Formats Print ready PDF file InDesign CS3 or CS4 Illustrator CS3 or CS4 Photoshop CS3 or CS4 Important: Include all fonts, photography and artwork. Advertising Dates and Deadlines Issue Date ad space Material due Issue date January 2011 12/03/10 12/10/10 1/17/11 April 2011 3/04/11 3/11/11 4/18/11 July 2011 6/03/11 6/10/11 7/18/11 October 2011 9/02/11 9/09/11 10/17/11 Questions? Contact Angela Vannucci at 440.773.3662 or e-mail: angela@junta42.com 7
2010 2011 Insertion Order Please complete the information below and fax back to: 216.373.4916 If you have questions regarding materials or submission, please call Angela Vannucci at 440.773.3662 (Please print clearly) Name: Title: Company Name: Billing Address: City/State/Zip: Phone: Fax: E-mail: Order Authorization (signature): Advertisements cannot be published until this insertion order is completed and received by Z Squared Media LLC. All orders will be invoiced by Z Squared Media LLC and are payable 30 days from receipt. Display Advertising Issue(s): January 2011 April 2011 July 2011 October 2011 Position: Net Rate: Digital Edition Overall Digital Edition Sponsorship Rich media insertion Custom program (specify): Issue(s): January 2011 April 2011 July 2011 October 2011 Net Rate: 8
CCO is a publication of The Content Marketing Institute 3317 W155 Street Cleveland, OH 44111 216.941.5842 www.contentmarketinginstitute.com Sales Joe Pulizzi 216.941.5842 joe@junta42.com Production Angela Vannucci 440.773.3662 angela@junta42.com Z Squared Media home of