Content Marketing with Forbes Adam Wallitt, VP Sales: Content - - PowerPoint PPT Presentation

Content Marketing with Forbes

Adam Wallitt, VP Sales: Content Partnerships awallitt@forbes.com

3200 BC

Learning Curve

Poor Richard’s Almanac provided weather, poems, calendar, aphorisms & proverbs

1732

The Edison Lighting Company Bulletin writes about the benefits of electric lighting,

1882


John Deere launches “The Furrow” to HELP farmers become better and more profitable

1895

The Michelin Guide launches with ways to maintain your car and find lodging while traveling

1900

P&G produces radio content and the “Soap Opera” is born

1930s

Sherwin Williams launches “STIR” Magazine

2004

First “Unboxing” video showing the Nokia E61 cellphone

2006

American Express launches “OPEN Forum”

2007

The Lego Movie premiers

2014

Forbes convenes and curates the most-influential leaders and executives who are driving innovation, transforming business, reimagining capitalism and making a significant impact on the world - ultimately advancing the way people live and work.

Forbes Sets The Authoritative Agenda

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Comp set includes WSJ, ABC News, CBS News, BBC News, NBC News, New York Times, Washington Post, USA Today, The Washington Times, MSNBC, Bloomberg View Study Here

Forbes: A 102 Year Old Global Media Leader Championing Success By Celebrating Those Who Have Made It, And Those Who Aspire To Make It

Forbes Ranks #1 Most Trusted Magazine Brand in America

Divergent 3D CEO Kevin Czinger. Their system enables volume manufacturing of advanced, lightweight structures without expensive tooling investment.

Forbes BrandVoice

WINNER OF 11 INDUSTRY AWARDS, INCLUDING: Min’s Best of the Web Awards: Digital Marketing Content Marketing Institute Content Marketing Awards: Best Digital Content Strategy

BrandVoice is the premier , always-on brand content publishing

• platform. Through multi- platform integrations, high levels of

discoverability, targeting, transparency and expert consultancy at every stage, we ensure your stories, insights and points of view consistently reach and resonate with the right audience. Forbes’ publishing expertise and tools will make you a better content marketer .

Professional Publishing to a Desired Audience

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U T I L I Z I N G T H E S A M E F O R M AT A S S TA F F J O U R N A L I S T S

BrandVoice launches with SAPVoice, our first and longest-running partner

Nov 2010

Cadillac publishes first-ever BrandVoice print column in Forbes magazine

Nov 2010


BrandVoice partners receive a real-time stats dashboard on Forbes.com

July 2011

Forbes.com mobile site goes live in HTML5, optimizing BrandVoice for all screens

Nov 2011

New Forbes.com homepage design launches with prominent BrandVoice headline stack

June 2012

BrandVoice content creation services debut

Nov 2012

BrandVoice hits 10 MILLION all-time page views

August 2013

New Forbes.com article page launches with intelligent scrolling stream

Sept 2013

Brandvoice native ads launch across Forbes.com

July 2014

Staying Ahead Of The Curve

Customizable BrandVoice homepages launch on Forbes.com

Sept 2014

BrandVoice magazine spread and second cover execution debuts with AT&TVoice in the January 19 issue of Forbes

Jan 2015

BrandVoice cover line debuts on Forbes magazine's editorial cover with FidelityVoice in the March 2 issue

• f Forbes

Feb 2015

First BrandVoice Special Feature launches

July 2015

BrandVoice launches its 100th partner

Sept 2015

BrandVoice Premium product with influencer engagement introduced

Feb 2016

Forbes BrandVoice and KPMG launch The Great Rewrite, an award-winning, multi-platform content experience

June 2016

Forbes launches audience targeting technology for BrandVoice posts in article streams

• n Forbes.com

Jan 2017

BrandVoice reaches 200 million all-time page views

April 2018

Redesigned Forbes.com site launces with new BrandVoice presentation

July 2018

Forbes creates new AI-powered content management system to help journalists, contributors and brand partners tell even better stories

July 2018

New Forbes Dashboard goes live for BrandVoice Elite content engagement analytics

Nov 2018

Staying Ahead Of The Curve

C-suite Content Consumption

“Forbes is highly influential in shaping my views on leadership and management”

75%

F o r b e s 2 0 1 9 C o n t e n t C o n s u m p t i o n S u r v e y *

* In April 2019, Forbes surveyed 500 executives from a wide range of industries to assess how they consider and consume thought leadership content. Sixty percent of the responses were from C-suite executives and 80% of responses were from companies with more than 1,000 employees.

“Forbes is highly influential in shaping my views on talent and workforce strategies”

70%

“ T E L L T H E S TO RY Y O U WA N T TO T E L L , N O T T H E S TO RY Y O U T H I N K Y O U S H O U L D T E L L . ”

Who should write, and what should they publish?

Tim Clark

V P, H E A D O F N A T I V E A D V E R T I S I N G , S A P

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Reporting & Analytics

Analytics are key to program success and value measurement, and they underpin strategic insights and

• learnings. No matter the program, the Forbes Content Partnership team focuses on our partners unique KPIs and

ensures the data is telling the right story for the brand.

REAL-TIME ANALYTICS DASHBOARD MONTHLY REPORT & SUMMARY REPORT CUSTOM QUARTERLY REPORT CUSTOM SUMMARY REPORT

Report Type Site License - Unlimited Site License - Limited BV Stories Analytics Dashboard Monthly Report Quarterly Strategy Session Summary Report

Audience - Interests

Visitors to this content were X times more likely than the average Forbes.com reader to be interested in topics such as:

Carbon Capture

4.2x

Fuel Cells

3.7x

Microgrids

3.3x

Power Supply

2.7x

Visitors to this content were X times more likely than the average Internet user to visit Web sites in the following categories:

Energy

8.8x

Green Tech

6.4x

Business

3.7x

Vehicles/Hybrid

1.9x

Renewable Energy

3.3x

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More likely to read about Tax Planning More likely to read about Insurance

7x 5x

Topics of Interest

More likely to read about Retirement Planning More likely to read about ETFs

17x 8x

Topic

Impact Partners BrandVoice Affinity Against Forbes.com Insurance Benefits 4.4x Roth IRA 2.4x Charitable Giving 2x Traditional IRA 1.95x Accounting 1.2x Benefits 1.2x Legal & Regulatory 1.1x

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Occupations

More likely to work in the functional area of Consulting versus the average Forbes reader More likely to work in the Legal function versus the average Forbes reader

Accounting Banking

1.4x more likely to work in the functional area of Banking than the average Forbes reader 2x more likely to work in the functional area of Accounting versus the average Forbes reader

Medicine

1.6x more likely to work in the functional area of Medical/Health versus the average Forbes reader

1.7x 1.8x

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How Can We Help?

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T H A N K Y O U ! A d a m Wa l l i t t , V P S a l e s : C o n t e n t Pa r t n e r s h i p s a w a l l i t t @ f o r b e s . c o m