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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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

21

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

Publitek Overview

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

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

Email

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

www.publitek.com

Why we’re different

Technical

Global

Connected

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

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

www.publitek.com

Where our business comes from

49%

13%

28%

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

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

www.publitek.com

Clients in semiconductors, EDA, tools and operating systems

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

Clients in distribution, power, passives, SSL, T&M and wireless

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

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

www.publitek.com

Campaign management: shared information tracked against agreed objectives

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

Results monitoring, analysis and reporting

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

www.publitek.com

Other Things We Do

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

Publitek News – the electronics media industry’s blog and e-newsletter

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

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

www.publitek.com

Industry-specific research: inc. semiconductor industry’s annual social media report

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

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

www.publitek.com

Case Studies What we’ve achieved for others

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Content Marketing and PR Strategy in the Digital Age

www.publitek.com

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

www.publitek.com

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

www.publitek.com

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

• Identification 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

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