The document is a presentation about content marketing by Rosie Siman, a senior strategist at 360i. It discusses how consumers are increasingly creating and consuming user-generated content online. It emphasizes that for brands to be successful, they need to develop stock and flow content, syndicate their content across paid, owned and earned channels, and optimize their efforts using data and social listening. The presentation provides examples from brands like Oreo, Calvin Klein and Amex to illustrate best practices in content marketing.
MAHA Global and IPR: Do Actions Speak Louder Than Words?
Content Marketing Bootcamp for Brands
1. Social Media Week 2013:
Content Marketing Bootcamp
Beyond the buzzword: What you really need to know
& how to bring it to life for your brands.
Presented by: Rosie Siman, Sr. Strategist @360i
PROPRIETARY & CONFIDENTIAL
2. Hi! I’m Rosie!
i’m on twitter as @rosiesiman
(let’s keep in touch!)
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3
3. I work at 360i as a social strategist
(and it’s pretty awesome)
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5. BTW, we’re hiring!
INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS!
Social Publicist DIGITAL Account Supervisor HR ASSIsTANTS!
Account Executive
MEDIA Account Supervisor TECH DIRECTORS!
careers.360i.com
Media Supervisor DEVELOPERS!
Media Manager
CONTENT PRODUCERS
Associate Copywriter Senior Digital Producer
STRATEGY AND INSIGHTS Senior Copywriter Production Coordinator
VP Strategy Director
Associate Art/Copy Team
Manager, Insights AND SEO
Content/Community Manager
Planning SEO Manager
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6. BTW, we’re hiring!
INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS!
Social Publicist DIGITAL Account Supervisor HR ASSIsTANTS!
Account Executive
MEDIA Account Supervisor TECH DIRECTORS!
careers.360i.com
Media Supervisor DEVELOPERS!
Media Manager
CONTENT PRODUCERS
Associate Copywriter Senior Digital Producer
STRATEGY AND INSIGHTS Senior Copywriter Production Coordinator
VP Strategy Director
Associate Art/Copy Team
Manager, Insights AND SEO
Content/Community Manager
Planning SEO Manager
PROPRIETARY & CONFIDENTIAL
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7. Before we start...
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17. Tweets
Status Updates
WTF is content?
Blog Posts
Newsletter
Sound Bite
Altered Image/Meme
Quiz
ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM
Poll/Survey
Video Clip THE PIECES OF YOUR BRAND STORY.
Lists
Slideshare Presentation [THINK BIG. REAL BIG.]
Podcast
Short Film
Magazine
Lecture
Infographic
Widget
Event
Film
Webinar
Whitepaper
E-Book
Transmedia/ARG Experience
App tweet along: @rosiesiman / @360i / #SMWcontent
18. WTF is content marketing?
THE ORGANIZATION, CREATION +
DISTRIBUTION OF CONTENT TO BETTER
CONNECT WITH CONSUMERS OR
POTENTIAL CONSUMERS.
PLANNING CREATION
PUBLISHING
RESEARCH/
DEVELOPMENT APPROVALS
LISTENING
OPTIMIZATION
PROPRIETARY & CONFIDENTIAL
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19. WTF is content marketing?
THE ORGANIZATION, CREATION +
DISTRIBUTION OF CONTENT TO BETTER
CONNECT WITH CONSUMERS OR
POTENTIAL CONSUMERS.
PLANNING CREATION
PUBLISHING
RESEARCH/
DEVELOPMENT APPROVALS
LISTENING
OPTIMIZATION
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20. Why are we here today?
CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT
Source: “A Global Update of Social Technographics®”, Forrester Research, Inc., September 28, 2010
Source: “Global Social Media Adoption”, Forrester Research, June 27, 2012
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21. Consumers are more familiar with
self-publishing tools
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22. And they’re creating content that often
outperforms brands’
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23. And they’re creating content that often
outperforms brands’
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24. And then there’s this whole curation
thing
Image Credit: Corrine W
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25. It doesn’t look like it’s going away
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26. CeeLo Green & Maria Popova. On the
same slide.
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27. CeeLo Green & Maria Popova. On the
same slide.
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28. Consumers are loving it
So how can brands join in?
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29. Three key pillars
1 // CONTENT DEVELOPMENT
2 // SYNDICATION + DISTRIBUTION
3 // OPTIMIZATION.
30. 1 // Content Development
Content development should include
stock & flow.
What this means for your brand:
Develop a content marketing
framework.
31. 1A // A brief pause to dissect “stock” &
“flow”
(CREATION AND CURATION OF):
+
STOCK FLOW
“Stock is the durable stuff. It’s “Flow is the feed. It’s the
the content you produce posts and the tweets. It’s the
that’s as interesting in two stream of daily and sub-daily
months (or two years) as it is updates that remind people
today.” that you exist.”
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32. 1A // A brief pause to dissect “stock” &
“flow”
(Typically) Flow (Typically) Stock
Micro Base Hero Superhero
Tweets Blog Posts Slideshare Presentation Event
Status Updates Newsletter Podcast Film
Sound Bite Short Film/Edited Video Webinar
Altered Image/Meme Magazine Whitepaper
Quiz Lecture E-Book
Poll/Survey Infographic Transmedia/ARG
Experience
Video Clip Widget
App
Lists
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33. 1A // Oreo’s Daily Twists were timely &
relevant
The campaign culminated with a live event in Times Square where the
final “Twist” was crowd-sourced
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34. 1A // Select topics with higher
perceived interest had interactive
elements
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35. 1A // Select topics with higher
perceived interest had interactive
elements
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36. 1 // You need a content strategy
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37. 1 // You need a content strategy
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38. 1 // You need a content strategy
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39. 1 // You need a content strategy
TARGET
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40. 1 // You need a content strategy
TARGET
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41. 1 // You need a content strategy
TARGET CONTENT BUCKETS
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42. 1 // You need a content strategy
TARGET CONTENT BUCKETS
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43. 1 // You need a content strategy
TARGET CONTENT BUCKETS
CONTENT EXAMPLES
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44. 1 // You need a content strategy
TARGET CONTENT BUCKETS
CONTENT EXAMPLES
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45. 1 // You need a content strategy
TARGET CONTENT BUCKETS
CONTENT EXAMPLES
CROSS PROMOTION
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46. 2 // Syndication & Distribution
Don’t assume that if you build it they
will come.
What this means for your brand:
Optimize paid, owned & earned
media.
47. 2 // Investigate your options
Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are other NY-based
“The Man Your Man Could Smell Like” partners
http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/
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48. 2 // Investigate your options
Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are other NY-based
“The Man Your Man Could Smell Like” partners
http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/
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49. 2 // Build in cultural relevance to
leverage earned media
Calvin Klein partnered with FashGIF to create GIFs of their new collection
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50. 2 // A well-defined voice can also help
make content sticky
PERSONALITY TONE LANGUAGE CONTENT
You’ll want to make sure Tone may change based Personality and tone can be It’s not just what you say
you’re authentic – but by on content or audience, but and how you say it, but what
interpreted differently.
outlining personality traits those changes should be Setting linguistic guidelines you share. Defining your
and acting more like a
nuance – An overarching brand’s social tone of voice
will help all content creators
person and less like a
tone will set the stage of
corporation, you’re giving have specific rules they can will help set standards for
how you behave.
your community a reason to check themselves against. content creation and
engage. curation.
Snarky Bold Irreverent Your Cooler, Funnier Wingman Style Guru Perky Down To Earth
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51. + // Additional reading available
Source: 360i Report
Paid and Earned Media: Building an Integrated Strategy
http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/
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52. 3 // Optimization
Use data to help you optimize
content.
What this means for your brand:
Build a feedback loop into your
process.
57. Fast Company ties in e-commerce
Fast Company curated a pop up shop through flash sale site Fab.com
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58. Amex harnesses the power of small
business owners
Amex has curated a social media resource hub for a community of small business owners.
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59. Yellow Pages highlights brand utility
YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter
what you were trying to do.
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60. Yellow Pages highlights brand utility
YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter
what you were trying to do.
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61. Yellow Pages highlights brand utility
YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter
what you were trying to do.
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62. Oscar Mayer entertains fans through
participatory experiences
Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon -
and created content throughout his adventure.
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63. Oscar Mayer entertains fans through
participatory experiences
Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon -
and created content throughout his adventure.
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64. Oscar Mayer entertains fans through
participatory experiences
Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon -
and created content throughout his adventure.
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66. So I leave here & do what?
1 // LISTEN
2 // PLAN
3 // BE NIMBLE
4 // MEASURE & SHOWCASE SUCCESS.
67. Listen: Ask your community manager
to share insights
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68. Listen: Ask your community manager
to share insights
4.5k Likes
226 Shares
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69. Listen: Ask your community manager
to share insights
4.5k Likes
226 Shares
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70. Listen: Ask your community manager
to share insights
10k Likes
4.5k Likes
431 Shares
226
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71. Plan: Build a team & put a plan on
paper
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72. Plan: Build a team & put a plan on
paper
RESEARCH/
LISTENING
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73. Plan: Build a team & put a plan on
paper
RESEARCH/
PLANNING
LISTENING
PROPRIETARY & CONFIDENTIAL
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74. Plan: Build a team & put a plan on
paper
RESEARCH/
PLANNING DEVELOPMENT
LISTENING
PROPRIETARY & CONFIDENTIAL
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75. Plan: Build a team & put a plan on
paper
RESEARCH/
PLANNING DEVELOPMENT EXECUTION
LISTENING
PROPRIETARY & CONFIDENTIAL
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76. Plan: Build a team & put a plan on
paper
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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77. Plan: Build a team & put a plan on
paper
DIGITAL
ANTHRO-
POLOGIST
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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78. Plan: Build a team & put a plan on
paper
DIGITAL
ANTHRO-
POLOGIST
SHOP-
CONSUMER ALONGS
JOURNEY
SOCIAL
LISTENING
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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79. Plan: Build a team & put a plan on
paper
DIGITAL
ANTHRO- STRATEGIST
POLOGIST
SHOP-
CONSUMER ALONGS
JOURNEY
SOCIAL
LISTENING
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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80. Plan: Build a team & put a plan on
paper
CONTENT
STRATEGY
CAMPAIGN BRAND
STRATEGIES VOICE
DIGITAL
ANTHRO- STRATEGIST
POLOGIST
SHOP-
CONSUMER ALONGS
JOURNEY
SOCIAL
LISTENING
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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81. Plan: Build a team & put a plan on
paper
CONTENT
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER
DIGITAL
ANTHRO- STRATEGIST
POLOGIST
CONTENT
SHOP-
CONSUMER ALONGS MANAGER
JOURNEY
SOCIAL
LISTENING
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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82. Plan: Build a team & put a plan on
paper REPORTING
CONTENT
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER
DIGITAL
ANTHRO- STRATEGIST
POLOGIST
CONTENT
SHOP-
CONSUMER ALONGS MANAGER
JOURNEY
SOCIAL
LISTENING
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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83. Plan: Build a team & put a plan on
paper REPORTING
CONTENT
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER
DIGITAL
ANTHRO- STRATEGIST
POLOGIST
CONTENT
SHOP-
CONSUMER ALONGS MANAGER
JOURNEY
SOCIAL
LISTENING CONTENT
BUCKETS
CONTENT
CALENDAR
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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84. Plan: Build a team & put a plan on
paper REPORTING
CONTENT PRODUCER
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER
DIGITAL
ANTHRO- STRATEGIST
POLOGIST
CONTENT
SHOP-
CONSUMER ALONGS MANAGER
JOURNEY
SOCIAL
LISTENING CONTENT
BUCKETS
CONTENT
CALENDAR
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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85. Plan: Build a team & put a plan on
paper REPORTING
CONTENT PRODUCER
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER
DIGITAL INFORMATION
ARCHITECT
ANTHRO- STRATEGIST
POLOGIST
CONTENT
SHOP-
CONSUMER ALONGS MANAGER
JOURNEY
SOCIAL
LISTENING CONTENT
BUCKETS
CONTENT
CALENDAR
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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86. Plan: Build a team & put a plan on
paper REPORTING
CONTENT PRODUCER
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER
DIGITAL INFORMATION
ARCHITECT
ANTHRO- STRATEGIST
POLOGIST
CONTENT
SHOP-
CONSUMER ALONGS MANAGER VIDEO-
JOURNEY GRAPHER
SOCIAL
LISTENING CONTENT
BUCKETS
CONTENT
CALENDAR
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
tweet along: @rosiesiman / @360i / #SMWcontent
43
87. Plan: Build a team & put a plan on
paper REPORTING
CONTENT PRODUCER
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER
DIGITAL INFORMATION
ARCHITECT
ANTHRO- STRATEGIST
POLOGIST
CONTENT
SHOP-
CONSUMER ALONGS MANAGER VIDEO-
JOURNEY GRAPHER
SOCIAL
LISTENING CONTENT
BUCKETS
CONTENT
CALENDAR ILLUSTRATOR/
DESIGNER
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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43
88. Plan: Build a team & put a plan on
paper REPORTING
CONTENT PRODUCER
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER
DIGITAL INFORMATION
ARCHITECT
ANTHRO- STRATEGIST
POLOGIST
CONTENT
SHOP-
CONSUMER ALONGS MANAGER VIDEO-
JOURNEY GRAPHER
SOCIAL
LISTENING CONTENT
BUCKETS
CONTENT
CALENDAR ILLUSTRATOR/
DESIGNER
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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89. Plan: Build a team & put a plan on
paper REPORTING
VENDORS
CONTENT PRODUCER
STRATEGY COMMUNITY
CAMPAIGN BRAND
STRATEGIES VOICE MANAGER PARTNER
SHIPS
DIGITAL INFORMATION
ARCHITECT
ANTHRO- STRATEGIST
INFO-
POLOGIST GRAPHICS
CONTENT
SHOP-
CONSUMER ALONGS MANAGER VIDEO-
JOURNEY GRAPHER
SOCIAL
CONTENT BEHIND-
LISTENING CONTENT
THE-
BUCKETS SCENES
TEMPLATES
CONTENT
CALENDAR ILLUSTRATOR/
DESIGNER
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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90. Plan: Build a team & put a plan on
paper REPORTING
VENDORS
CONTENT PRODUCER
STRATEGY COMMUNITY
CAMPAIGN BRAND
VOICE MANAGER PARTNER
SHIPS
CLIENT
STRATEGIES
LEGAL
DIGITAL INFORMATION
ARCHITECT
ANTHRO- STRATEGIST
INFO-
POLOGIST GRAPHICS CLIENT
CONTENT
SHOP-
CONSUMER ALONGS MANAGER VIDEO-
JOURNEY GRAPHER
SOCIAL
CONTENT BEHIND-
LISTENING CONTENT
BUCKETS
THE-
TEMPLATES AGENCY
SCENES
CONTENT LEGAL
CALENDAR ILLUSTRATOR/
DESIGNER
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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91. Plan: Build a team & put a plan on
paper REPORTING
VENDORS
CONTENT PRODUCER
STRATEGY COMMUNITY
CAMPAIGN BRAND
VOICE MANAGER PARTNER
SHIPS
CLIENT
STRATEGIES
LEGAL
DIGITAL INFORMATION
ARCHITECT
ANTHRO- STRATEGIST
INFO-
POLOGIST GRAPHICS CLIENT
CONTENT
SHOP-
CONSUMER ALONGS MANAGER VIDEO-
JOURNEY GRAPHER
SOCIAL
CONTENT BEHIND-
LISTENING CONTENT
BUCKETS
THE-
TEMPLATES AGENCY
SCENES
CONTENT LEGAL
CALENDAR ILLUSTRATOR/
DESIGNER
RESEARCH/
PLANNING DEVELOPMENT EXECUTION APPROVALS
LISTENING
PROPRIETARY & CONFIDENTIAL
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92. Be Nimble: Create a simplified
approval process
... & pay attention to the world around you
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93. Be Nimble: Create a simplified
approval process
FASTER CONTENT
APPROVALS
... & pay attention to the world around you
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94. Be Nimble: Create a simplified
approval process
FASTER CONTENT UNDERSTAND
APPROVALS THE RULES
... & pay attention to the world around you
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96. Measure & Showcase Success: Focus
on what matters.
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97. BUT REMEMBER...
“Rules are what the artist breaks; the
most memorable work never
emerged from a formula.”
98. Tying it all back together.
CHANGE AGENT MARKETING IMPACT
Digital platforms are empowering consumers Content is a powerful way to connect with people
to create, curate and share more content. in the same ways they are already connecting
As a result, content is becoming central to with each other. Successful programs will create
how people interact online – with each other cultural relevancy + open the door to
and with brands. conversations with their customers.
CHALLENGES NEXT STEPS
Content marketing is an evolving space that is Develop a content strategy that addresses
not so easily defined. It’s not just about the three key pillars: content development;
creating great content – it’s about making sure architecture and optimization.
you deliver it in the right environments, to the
right audience, at the right time.
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99. Let’s be on the same team.
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100. Let’s be on the same team.
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101. Let’s be on the same team.
What’s your word?
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before we start we’re going to play a litlte game (these are my favorite games - and i love games, by the way) i like to call content or ad it’s not a right answers game it’s a gut game i’m going to play you a clip or show something on the screen and then i’m going to ask content or ad and you’re going to shout a response. and it will be way more fun if you participate. cool?
before we start we’re going to play a litlte game (these are my favorite games - and i love games, by the way) i like to call content or ad it’s not a right answers game it’s a gut game i’m going to play you a clip or show something on the screen and then i’m going to ask content or ad and you’re going to shout a response. and it will be way more fun if you participate. cool?
(live vote) but all content does not have to resemble an ad. this better resembles a music video and is one of my all time favorite ads/pieces of branded content. It’s a known fact: Minivans just aren’t that cool and really haven’t been for quite some time now. Apparently, however, someone forgot to tell the millions of people (and counting) that have viewed Toyota’s “Swagger Wagon” online commercials over the past few weeks. Here is where they were shared the most: 1. Facebook: 199,287 shares 2. Twitter: 4,584 tweets 3. Blogs: 687 blog posts (plus one more to include this post) 4. YouTube: 2,770,608 views (including 1,066 comments)
(live vote) remember this? red bull sent felix baumgartner to the edge of space and back down to earth the built a website and released teaser, interviews, science, stats
(live vote) now this, this is more like an ad. i quite like this model though. do something cool & then tell the world about it.
alright alright so what the fuck is content. turns out a lot of things are content. this is content. this is content. this is definitely content. but this is content too. i’d argue all ads are content - not necessarily all GOOD content, but content. but all content does not have to resemble an ad.
examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
this can include an editorial calendar, a brand voice doc, and ultimately a content strategy
tie it back to a business objective
you can build in cultural relevance
you can build in cultural relevance
you can build in cultural relevance
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!