Content Marketing with Forbes Adam Wallitt, VP Sales: Content Partnerships awallitt@forbes.com
3200 BC
Learning Curve 1732 1895 1930s 2006 2014 Poor Richard’s John Deere P&G produces First “Unboxing” The Lego Movie Almanac launches “The radio content video showing premiers provided Furrow” to HELP and the “Soap the Nokia E61 weather, poems, farmers become Opera” is born cellphone calendar, better and more aphorisms & profitable proverbs The Edison The Michelin Lighting Guide launches Company Bulletin with ways to writes about the maintain your car Sherwin Williams American benefits of and find lodging launches “STIR” Express launches electric lighting, while traveling Magazine “OPEN Forum” 1882 1900 2004 2007
Forbes Sets The Authoritative Agenda 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 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 Ranks #1 Most Trusted Magazine Brand in America Comp set includes WSJ, ABC News, CBS News, BBC News, NBC News, New York Divergent 3D CEO Kevin Czinger. Their system Times, Washington Post, USA Today, The Washington Times, MSNBC, Bloomberg enables volume manufacturing of advanced, View Study Here lightweight structures without expensive tooling 5 investment.
Forbes BrandVoice 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 . 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
Professional Publishing to a Desired Audience 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 7
Nov 2010 July 2011 June 2012 August 2013 July 2014 BrandVoice BrandVoice partners New Forbes.com BrandVoice hits 10 Brandvoice native launches with receive a real-time homepage design MILLION all-time ads launch across SAPVoice, our first stats dashboard on launches with page views Forbes.com and longest-running Forbes.com prominent partner BrandVoice headline stack Forbes.com mobile Cadillac publishes site goes live in New Forbes.com first-ever BrandVoice HTML5, optimizing BrandVoice content article page launches print column in BrandVoice for all creation services with intelligent Forbes magazine screens debut scrolling stream Nov 2010 Nov 2011 Nov 2012 Sept 2013 Staying Ahead Of The Curve
Sept 2014 Feb 2015 Sept 2015 June 2016 April 2018 July 2018 Customizable BrandVoice cover BrandVoice Forbes BrandVoice Forbes creates BrandVoice line debuts on launches its 100th BrandVoice and reaches 200 new AI-powered homepages Forbes partner KPMG launch The million all-time content launch on magazine's Great Rewrite, an page views management Forbes.com editorial cover with award-winning, system to help FidelityVoice in multi-platform journalists, the March 2 issue content contributors and of Forbes experience brand partners tell even better stories BrandVoice magazine spread Forbes launches New Forbes and second cover BrandVoice audience targeting Redesigned Dashboard goes execution debuts Premium product technology for Forbes.com site live for BrandVoice with AT&TVoice in First BrandVoice with influencer BrandVoice posts launces with new Elite content the January 19 Special Feature engagement in article streams BrandVoice engagement issue of Forbes launches introduced on Forbes.com presentation analytics Jan 2015 July 2015 Feb 2016 Jan 2017 July 2018 Nov 2018 Staying Ahead Of The Curve
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 * C-suite Content Consumption “Forbes is highly influential in “Forbes is highly influential in shaping my views on leadership shaping my views on talent and and management ” workforce strategies ” 75 % 70 % * 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.
Who should write, and what should they publish? “ 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 . ” 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
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 MONTHLY REPORT CUSTOM QUARTERLY CUSTOM SUMMARY DASHBOARD & SUMMARY REPORT REPORT REPORT Report Type Site License - Unlimited Site License - Limited BV Stories Analytics Dashboard Monthly Report Quarterly Strategy Session Summary Report 14
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 Fuel Cells Renewable Energy Microgrids Power Supply 4.2x 3.7x 3.3x 3.3x 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 Vehicles/Hybrid Green Tech Business 8.8x 6.4x 3.7x 1.9x 15
Topics of Interest Impact Partners BrandVoice Affinity Topic Against Forbes.com Insurance Benefits 4.4x Roth IRA 2.4x Charitable Giving 2x Traditional IRA 1.95x 17x 8x Accounting 1.2x More likely to read about More likely to read Benefits 1.2x Retirement Planning about ETFs Legal & Regulatory 1.1x 7x 5x More likely to read about More likely to read Tax Planning about Insurance 16
Occupations Medicine 1.6x more likely to work in the functional area of Medical/Health versus the average Forbes reader Accounting 1.7x 1.8x 2x more likely to work in the functional area of Accounting versus the average Forbes reader More likely to work in the More likely to work in the functional area of Legal function versus the Consulting versus the average Forbes reader Banking average Forbes reader 1.4x more likely to work in the functional area of Banking than the average Forbes reader 17
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A d a m Wa l l i t t , V P S a l e s : T H A N K Y O U ! 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
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