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Finding Success After Defeat: 
Lessons from the Front Line 
Adria Saracino 
Head of Content Strategy, Distilled 
@adriasar...
@adriasaracino | #LavaCon 
DOWNLOAD THIS DECK: 
BIT.LY/ADRIALAVACON
@adriasaracino | #LavaCon 
I work at Distilled. 
I wanted to be a journalist. 
I did a brief stint in graphic design.
total visits: 322K 
social shares: 3,300 
@adriasaracino | #LavaCon
total visits: 1.8M 
social shares: 110K 
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon 
coverage: 8 
social shares: 34
@adriasaracino | #LavaCon 
coverage: 11 
social shares: 90
@adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
35 WAYS TO MAKE YOUR 
CONTENT MARKETING 
EFFORTS SUCCESSFUL
@adriasaracino | #LavaCon 
AKA ALL THE WAYS I’VE 
F*CKED UP
@adriasaracino | #LavaCon 
Research Plan 
Analyze Create 
Distribute
@adriasaracino | #LavaCon 
Research Plan 
Analyze Create 
Distribute
@adriasaracino | #LavaCon 
coverage: 8 
social shares: 34
@adriasaracino | #LavaCon 
Badges improve customer trust 
source
@adriasaracino | #LavaCon 
Winner, winner, chicken dinner 
Badges may improve customer trust 
source
@adriasaracino | #LavaCon 
Long landing pages are hot right now 
source
@adriasaracino | #LavaCon 
Long landing pages are an option 
source
@adriasaracino | #LavaCon 
We know our customers!
@adriasaracino | #LavaCon 
We may know our customers, 
but likely not fully
@adriasaracino | #LavaCon 
Smart questions now = future success 
source
@adriasaracino | #LavaCon 
We all know “personas” are important 
image credit
@adriasaracino | #LavaCon 
But we’re missing some pieces 
image credit 
Where does Timo hang? 
What content does he share?...
* all logos click to company site @adriasaracino | #LavaCon 
1. Use tools to analyze your audience
* all logos click to company site @adriasaracino | #LavaCon 
1. Use tools to analyze your audience
@adriasaracino | #LavaCon 
resource 
2. Find influential customers
@adriasaracino | #LavaCon 
3. Discover what they read and share 
resource | resource
@adriasaracino | #LavaCon 
FREAKONOMICS, MARKETINGLAND, 
3. Discover what they read and share 
resource | resource 
HBR, F...
80 
60 
40 
20 
0 
@adriasaracino | #LavaCon 
TOP 10 MOST SHARED DOMAINS 
3. Discover what they read and share 
resource |...
@adriasaracino | #LavaCon 
resource 
3. Discover what they read and share
@adriasaracino | #LavaCon 
4. Discover their broader interests 
resource | image credit
What our customers need 
@adriasaracino | #LavaCon 
What we offer 
What our competitors offer 
5. Don’t forget the other t...
@adriasaracino | #LavaCon 
image credit 
Not convinced?
@adriasaracino | #LavaCon 
image credit 
Not convinced? 
Can get you out of a “boring industry”
@adriasaracino | #LavaCon 
Not convinced? 
Can get you out of a “boring industry”
@adriasaracino | #LavaCon 
total visits: 2.8M 
total social shares: 720K 
organic traffic: +45% 
retention: +30%
@adriasaracino | #LavaCon 
Research Plan 
Analyze Create 
Distribute
@adriasaracino | #LavaCon 
coverage: 29 
social shares: 177
@adriasaracino | #LavaCon 
6. Align content with appropriate goals
@adriasaracino | #LavaCon 
6. Align content with appropriate goals
@adriasaracino | #LavaCon 
7. Track the right goals 
(not necessarily pages/visit & bounce) 
source | resource | resource
@adriasaracino | #LavaCon 
8. Mine for conflict 
source | image credit
@adriasaracino | #LavaCon 
9. Stimulate brainstorming image credit
@adriasaracino | #LavaCon 
9. Stimulate brainstorming 
source | image credit
@adriasaracino | #LavaCon 
30-second rounds writing as 
many answers as possible to 
a single question 
9. Stimulate brain...
@adriasaracino | #LavaCon 
10. Keep brainstorms structured 
resource
@adriasaracino | #LavaCon 
11. Don’t get hung up on “different” 
image credit
@adriasaracino | #LavaCon 
12. Do feasibility checks upfront 
image credit
@adriasaracino | #LavaCon 
Research Plan 
Analyze Create 
Distribute
@adriasaracino | #LavaCon 
DOWNLOAD THIS DECK TOO: 
BIT.LY/MARKSEARCHLOVE
@adriasaracino | #LavaCon 
coverage: 11 
social shares: 168
@adriasaracino | #LavaCon 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
image credit 
13. Make sure content i...
@adriasaracino | #LavaCon 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
13. Make sure content is a SUCCES 
im...
@adriasaracino | #LavaCon 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
13. Make sure content is a SUCCES 
im...
@adriasaracino | #LavaCon 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
13. Make sure content is a SUCCES 
im...
@adriasaracino | #LavaCon 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
13. Make sure content is a SUCCES 
im...
@adriasaracino | #LavaCon 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
13. Make sure content is a SUCCES 
im...
@adriasaracino | #LavaCon 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
13. Make sure content is a SUCCES 
im...
@adriasaracino | #LavaCon 
14. Do user testing early 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
image cred...
@adriasaracino | #LavaCon 
15. Ask the people in charge of promo
@adriasaracino | #LavaCon 
WEEKLY BRAINSTORM 
(best on Fridays; vet on the spot) 
START OF WEEK 1 
ASSIGN / WRITE, BRIEF, ...
@adriasaracino | #LavaCon 
Research Plan 
Analyze Create 
Distribute
@adriasaracino | #LavaCon 
coverage: 11 
social shares: 90
@adriasaracino | #LavaCon 
emails sent: 99 
distribution methods: 1
@adriasaracino | #LavaCon 
Content is king…
@adriasaracino | #LavaCon 
Content is king…but 
distribution is queen 
and she wears the pants. 
– Jonathan Perelman, Buzz...
@adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
theaters 
PPC 
publishers 
review sites 
website 
emails 
social media 
word of mouth 
books 
T...
@adriasaracino | #LavaCon 
theaters 
PPC 
publishers 
review sites 
website 
emails 
social media 
word of mouth 
books 
T...
EARNED 
publishers 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA 
@adriasaracino | #LavaCon 
theaters 
PPC 
review sites 
website 
ema...
@adriasaracino | #LavaCon 
DOWNLOAD THIS DECK TOO: 
BIT.LY/ADRIASEARCHLOVESD
@adriasaracino | #LavaCon 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA 
group 1: owned media
@adriasaracino | #LavaCon 
source
@adriasaracino | #LavaCon 
17. Use tools to split test headlines 
resource
@adriasaracino | #LavaCon 
resource 
17. Use tools to split test headlines
@adriasaracino | #LavaCon 
18. Setup retargeting cookies 
image credit | resource
@adriasaracino | #LavaCon 
19. Apply dynamic retargeting to email 
resource | resource
@adriasaracino | #LavaCon 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA 
group 2: paid media
@adriasaracino | #LavaCon 
Remember retargeting cookies? image credit
@adriasaracino | #LavaCon 
20. Use custom lists to target 
users who completed a certain action 
image credit | resource
@adriasaracino | #LavaCon 
21. Use custom combo lists to 
target users who visited specific pages 
image credit | resource
@adriasaracino | #LavaCon 
image credit 
22. Embrace Facebook’s creepiness
@adriasaracino | #LavaCon 
23. Create custom & lookalike audiences 
resource | resource | resource
@adriasaracino | #LavaCon 
24. Target users with related content
@adriasaracino | #LavaCon 
25. Find similar lists via MailChimp 
resource
@adriasaracino | #LavaCon 
26. Setup retargeting pixel on blogs 
image credit
@adriasaracino | #LavaCon 
* all logos link to company site 
27. Use content distribution platforms
@adriasaracino | #LavaCon 
28. Keep an eye on Google 
source 
?
@adriasaracino | #LavaCon 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA 
group 3: earned media
@adriasaracino | #LavaCon 
29. Find writers who can amplify 
source 
1 
2 
3
@adriasaracino | #LavaCon 
30. Find bloggers that follow you 
source
@adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
source
@adriasaracino | #LavaCon 
source
@adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
image credit
image credit @adriasaracino | #LavaCon 
image credit
image credit @adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
image credit
@adriasaracino | #LavaCon 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA 
Outreach on steroids
@adriasaracino | #LavaCon 
31. Target editors via LinkedIn paid ads 
resource
@adriasaracino | #LavaCon 
31. Target editors via LinkedIn paid ads 
resource
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA 
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon 
Research Plan 
Analyze Create 
Distribute
@adriasaracino | #LavaCon 
total visits: 145K 
social shares: 28K
@adriasaracino | #LavaCon 
32. Attribute the right success factors
@adriasaracino | #LavaCon 
33. Think idea, not format
@adriasaracino | #LavaCon 
34. Have realistic expectations 
source
@adriasaracino | #LavaCon 
source 
34. Have realistic expectations
@adriasaracino | #LavaCon 
34. Have realistic expectations 
source
@adriasaracino | #LavaCon 
35. Measure and compare regularly
@adriasaracino | #LavaCon 
SO WHAT MAKES CONTENT 
SUCCESSFUL?
total visits: 322K 
social shares: 3,300 
@adriasaracino | #LavaCon
total visits: 1.8M 
social shares: 110K 
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon 
Stalking Researching 
Clever positioning 
Understanding goal alignment & tracking 
Conflicting ...
@adriasaracino | #LavaCon 
Sometimes you’ll feel like this 
image credit
@adriasaracino | #LavaCon 
But sometimes you’ll feel like this 
image credit
THANK YOU! 
Adria Saracino 
Head of Content Strategy, Distilled 
@adriasaracino | #LavaCon
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Finding Success After Defeat: Content Marketing Lessons from the Frontline | Adria Saracino

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We only ever hear about successful content strategies, but sometimes it takes a lot of bumps and heartache to reach the top. Adria will share real content strategy projects that failed and provide tips for not following in the same steps.

Publié dans : Marketing

Finding Success After Defeat: Content Marketing Lessons from the Frontline | Adria Saracino

  1. 1. Finding Success After Defeat: Lessons from the Front Line Adria Saracino Head of Content Strategy, Distilled @adriasaracino | #LavaCon
  2. 2. @adriasaracino | #LavaCon DOWNLOAD THIS DECK: BIT.LY/ADRIALAVACON
  3. 3. @adriasaracino | #LavaCon I work at Distilled. I wanted to be a journalist. I did a brief stint in graphic design.
  4. 4. total visits: 322K social shares: 3,300 @adriasaracino | #LavaCon
  5. 5. total visits: 1.8M social shares: 110K @adriasaracino | #LavaCon
  6. 6. @adriasaracino | #LavaCon coverage: 8 social shares: 34
  7. 7. @adriasaracino | #LavaCon coverage: 11 social shares: 90
  8. 8. @adriasaracino | #LavaCon image credit
  9. 9. @adriasaracino | #LavaCon image credit
  10. 10. @adriasaracino | #LavaCon 35 WAYS TO MAKE YOUR CONTENT MARKETING EFFORTS SUCCESSFUL
  11. 11. @adriasaracino | #LavaCon AKA ALL THE WAYS I’VE F*CKED UP
  12. 12. @adriasaracino | #LavaCon Research Plan Analyze Create Distribute
  13. 13. @adriasaracino | #LavaCon Research Plan Analyze Create Distribute
  14. 14. @adriasaracino | #LavaCon coverage: 8 social shares: 34
  15. 15. @adriasaracino | #LavaCon Badges improve customer trust source
  16. 16. @adriasaracino | #LavaCon Winner, winner, chicken dinner Badges may improve customer trust source
  17. 17. @adriasaracino | #LavaCon Long landing pages are hot right now source
  18. 18. @adriasaracino | #LavaCon Long landing pages are an option source
  19. 19. @adriasaracino | #LavaCon We know our customers!
  20. 20. @adriasaracino | #LavaCon We may know our customers, but likely not fully
  21. 21. @adriasaracino | #LavaCon Smart questions now = future success source
  22. 22. @adriasaracino | #LavaCon We all know “personas” are important image credit
  23. 23. @adriasaracino | #LavaCon But we’re missing some pieces image credit Where does Timo hang? What content does he share? Who influences him?
  24. 24. * all logos click to company site @adriasaracino | #LavaCon 1. Use tools to analyze your audience
  25. 25. * all logos click to company site @adriasaracino | #LavaCon 1. Use tools to analyze your audience
  26. 26. @adriasaracino | #LavaCon resource 2. Find influential customers
  27. 27. @adriasaracino | #LavaCon 3. Discover what they read and share resource | resource
  28. 28. @adriasaracino | #LavaCon FREAKONOMICS, MARKETINGLAND, 3. Discover what they read and share resource | resource HBR, FIVETHIRTYEIGHT
  29. 29. 80 60 40 20 0 @adriasaracino | #LavaCon TOP 10 MOST SHARED DOMAINS 3. Discover what they read and share resource | resource
  30. 30. @adriasaracino | #LavaCon resource 3. Discover what they read and share
  31. 31. @adriasaracino | #LavaCon 4. Discover their broader interests resource | image credit
  32. 32. What our customers need @adriasaracino | #LavaCon What we offer What our competitors offer 5. Don’t forget the other two pillars
  33. 33. @adriasaracino | #LavaCon image credit Not convinced?
  34. 34. @adriasaracino | #LavaCon image credit Not convinced? Can get you out of a “boring industry”
  35. 35. @adriasaracino | #LavaCon Not convinced? Can get you out of a “boring industry”
  36. 36. @adriasaracino | #LavaCon total visits: 2.8M total social shares: 720K organic traffic: +45% retention: +30%
  37. 37. @adriasaracino | #LavaCon Research Plan Analyze Create Distribute
  38. 38. @adriasaracino | #LavaCon coverage: 29 social shares: 177
  39. 39. @adriasaracino | #LavaCon 6. Align content with appropriate goals
  40. 40. @adriasaracino | #LavaCon 6. Align content with appropriate goals
  41. 41. @adriasaracino | #LavaCon 7. Track the right goals (not necessarily pages/visit & bounce) source | resource | resource
  42. 42. @adriasaracino | #LavaCon 8. Mine for conflict source | image credit
  43. 43. @adriasaracino | #LavaCon 9. Stimulate brainstorming image credit
  44. 44. @adriasaracino | #LavaCon 9. Stimulate brainstorming source | image credit
  45. 45. @adriasaracino | #LavaCon 30-second rounds writing as many answers as possible to a single question 9. Stimulate brainstorming source | image credit • What do [X] care about? • What do homeowners struggle with?
  46. 46. @adriasaracino | #LavaCon 10. Keep brainstorms structured resource
  47. 47. @adriasaracino | #LavaCon 11. Don’t get hung up on “different” image credit
  48. 48. @adriasaracino | #LavaCon 12. Do feasibility checks upfront image credit
  49. 49. @adriasaracino | #LavaCon Research Plan Analyze Create Distribute
  50. 50. @adriasaracino | #LavaCon DOWNLOAD THIS DECK TOO: BIT.LY/MARKSEARCHLOVE
  51. 51. @adriasaracino | #LavaCon coverage: 11 social shares: 168
  52. 52. @adriasaracino | #LavaCon Simple Unexpected Concrete Credible Emotional Story image credit 13. Make sure content is a SUCCES
  53. 53. @adriasaracino | #LavaCon Simple Unexpected Concrete Credible Emotional Story 13. Make sure content is a SUCCES image credit
  54. 54. @adriasaracino | #LavaCon Simple Unexpected Concrete Credible Emotional Story 13. Make sure content is a SUCCES image credit
  55. 55. @adriasaracino | #LavaCon Simple Unexpected Concrete Credible Emotional Story 13. Make sure content is a SUCCES image credit
  56. 56. @adriasaracino | #LavaCon Simple Unexpected Concrete Credible Emotional Story 13. Make sure content is a SUCCES image credit
  57. 57. @adriasaracino | #LavaCon Simple Unexpected Concrete Credible Emotional Story 13. Make sure content is a SUCCES image credit
  58. 58. @adriasaracino | #LavaCon Simple Unexpected Concrete Credible Emotional Story 13. Make sure content is a SUCCES image credit
  59. 59. @adriasaracino | #LavaCon 14. Do user testing early Simple Unexpected Concrete Credible Emotional Story image credit
  60. 60. @adriasaracino | #LavaCon 15. Ask the people in charge of promo
  61. 61. @adriasaracino | #LavaCon WEEKLY BRAINSTORM (best on Fridays; vet on the spot) START OF WEEK 1 ASSIGN / WRITE, BRIEF, & SCHEDULE (1 week turnaround; shoot for 5 a week) BRIEF & BEGIN DESIGN (create or curate creative assets while content is being written) EDITING ROUNDS START OF WEEK 2 (ideally limit to 2 max, 2-3 day turnaround) END OF WEEK 2 CONFIRM LAUNCH DATE (if possible, schedule it for auto publish) REVIEW DESIGN (ideally limit to 2 max) FINALIZE DESIGN (if possible, complete in 2 weeks) PUBLISH & PROMOTE (social, PR, email, & paid advertising) 16. Create a clear process
  62. 62. @adriasaracino | #LavaCon Research Plan Analyze Create Distribute
  63. 63. @adriasaracino | #LavaCon coverage: 11 social shares: 90
  64. 64. @adriasaracino | #LavaCon emails sent: 99 distribution methods: 1
  65. 65. @adriasaracino | #LavaCon Content is king…
  66. 66. @adriasaracino | #LavaCon Content is king…but distribution is queen and she wears the pants. – Jonathan Perelman, Buzzfeed
  67. 67. @adriasaracino | #LavaCon image credit
  68. 68. @adriasaracino | #LavaCon theaters PPC publishers review sites website emails social media word of mouth books TV billboards blogs in-store displays
  69. 69. @adriasaracino | #LavaCon theaters PPC publishers review sites website emails social media word of mouth books TV billboards blogs in-store displays
  70. 70. EARNED publishers OWNED MEDIA MEDIA PAID MEDIA @adriasaracino | #LavaCon theaters PPC review sites website emails social media word of mouth books TV billboards blogs in-store displays
  71. 71. @adriasaracino | #LavaCon DOWNLOAD THIS DECK TOO: BIT.LY/ADRIASEARCHLOVESD
  72. 72. @adriasaracino | #LavaCon EARNED OWNED MEDIA MEDIA PAID MEDIA group 1: owned media
  73. 73. @adriasaracino | #LavaCon source
  74. 74. @adriasaracino | #LavaCon 17. Use tools to split test headlines resource
  75. 75. @adriasaracino | #LavaCon resource 17. Use tools to split test headlines
  76. 76. @adriasaracino | #LavaCon 18. Setup retargeting cookies image credit | resource
  77. 77. @adriasaracino | #LavaCon 19. Apply dynamic retargeting to email resource | resource
  78. 78. @adriasaracino | #LavaCon EARNED OWNED MEDIA MEDIA PAID MEDIA group 2: paid media
  79. 79. @adriasaracino | #LavaCon Remember retargeting cookies? image credit
  80. 80. @adriasaracino | #LavaCon 20. Use custom lists to target users who completed a certain action image credit | resource
  81. 81. @adriasaracino | #LavaCon 21. Use custom combo lists to target users who visited specific pages image credit | resource
  82. 82. @adriasaracino | #LavaCon image credit 22. Embrace Facebook’s creepiness
  83. 83. @adriasaracino | #LavaCon 23. Create custom & lookalike audiences resource | resource | resource
  84. 84. @adriasaracino | #LavaCon 24. Target users with related content
  85. 85. @adriasaracino | #LavaCon 25. Find similar lists via MailChimp resource
  86. 86. @adriasaracino | #LavaCon 26. Setup retargeting pixel on blogs image credit
  87. 87. @adriasaracino | #LavaCon * all logos link to company site 27. Use content distribution platforms
  88. 88. @adriasaracino | #LavaCon 28. Keep an eye on Google source ?
  89. 89. @adriasaracino | #LavaCon EARNED OWNED MEDIA MEDIA PAID MEDIA group 3: earned media
  90. 90. @adriasaracino | #LavaCon 29. Find writers who can amplify source 1 2 3
  91. 91. @adriasaracino | #LavaCon 30. Find bloggers that follow you source
  92. 92. @adriasaracino | #LavaCon image credit
  93. 93. @adriasaracino | #LavaCon source
  94. 94. @adriasaracino | #LavaCon source
  95. 95. @adriasaracino | #LavaCon image credit
  96. 96. @adriasaracino | #LavaCon image credit
  97. 97. image credit @adriasaracino | #LavaCon image credit
  98. 98. image credit @adriasaracino | #LavaCon image credit
  99. 99. @adriasaracino | #LavaCon image credit
  100. 100. @adriasaracino | #LavaCon image credit
  101. 101. @adriasaracino | #LavaCon image credit
  102. 102. @adriasaracino | #LavaCon EARNED OWNED MEDIA MEDIA PAID MEDIA Outreach on steroids
  103. 103. @adriasaracino | #LavaCon 31. Target editors via LinkedIn paid ads resource
  104. 104. @adriasaracino | #LavaCon 31. Target editors via LinkedIn paid ads resource
  105. 105. EARNED OWNED MEDIA MEDIA PAID MEDIA @adriasaracino | #LavaCon
  106. 106. @adriasaracino | #LavaCon Research Plan Analyze Create Distribute
  107. 107. @adriasaracino | #LavaCon total visits: 145K social shares: 28K
  108. 108. @adriasaracino | #LavaCon 32. Attribute the right success factors
  109. 109. @adriasaracino | #LavaCon 33. Think idea, not format
  110. 110. @adriasaracino | #LavaCon 34. Have realistic expectations source
  111. 111. @adriasaracino | #LavaCon source 34. Have realistic expectations
  112. 112. @adriasaracino | #LavaCon 34. Have realistic expectations source
  113. 113. @adriasaracino | #LavaCon 35. Measure and compare regularly
  114. 114. @adriasaracino | #LavaCon SO WHAT MAKES CONTENT SUCCESSFUL?
  115. 115. total visits: 322K social shares: 3,300 @adriasaracino | #LavaCon
  116. 116. total visits: 1.8M social shares: 110K @adriasaracino | #LavaCon
  117. 117. @adriasaracino | #LavaCon Stalking Researching Clever positioning Understanding goal alignment & tracking Conflicting & communicating Effective brainstorming Double checking Creating for S.U.C.C.E.S. Multi-channel promoting Constant analyzing Waiting It’s a process.
  118. 118. @adriasaracino | #LavaCon Sometimes you’ll feel like this image credit
  119. 119. @adriasaracino | #LavaCon But sometimes you’ll feel like this image credit
  120. 120. THANK YOU! Adria Saracino Head of Content Strategy, Distilled @adriasaracino | #LavaCon

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