Charles Lee, senior VP-strategic marketing services and custom solutions at IDG, has in the last year developed numerous programs that leverage IDG's trove of technology media brands to help b-to-b marketers produce and distribute their own content.
Lee calls it the “vendor as publisher” model, and it's driving change and innovation throughout IDG, whose brands include CIO, CSO, Computerworld, InfoWorld, Network World and PCWorld.
“That really speaks to a different content model, which has typically been: You will buy a co-branded white paper from IDG and we will syndicate it to our database, and we'll get leads,” Lee said. “Social and mobile have opened up new ways to reach and engage users, and our ability to drive the right content at the right inflection points has opened up big opportunities for us.”
Lee has deployed the model on several new-media platforms. For example, in September IDG Enterprise launched Community Works, which help marketers build community-oriented websites and develop content, and Knowledge Vault, an interactive multimedia platform that ties together videos, research tools and other content. IDG Enterprise also offers a mobile version of the program, Knowledge Vault Express.
[email protected], which debuted in August, offers dozens of products and services (including mobile sponsorships and custom mobile apps) to help marketers reach customers and prospects via smartphones and tablets. IDG Target Account 360, introduced in March, helps technology marketers generate leads from among the Forbes 2,000.
The moves have helped transform IDG's go-to-market strategy, with marketing services programs showing 40% revenue gains in each of the last two years, Lee said. “Our core competency has always been around content expertise and audience engagement,” he said. “It doesn't matter what platform we're in.”