Maintaining an emotional connection with your audience requires a sustainable, smart and flexible content program. In this presentation, delivered by the Pace team at Content Marketing World 2015, we discuss how to put the customer at the center of your content marketing strategy. How do you get close to your audience when you lack a perfect system? We explore a case study about a multichannel content program created for AAA, revealing a few creative and efficient ways to develop and distribute quality content. Key takeaways: -Think of your content as an extended conversation -Deliver content to a limited set of audience segments to start; learn and expand -Develop a mix of created, edited and curated materials -Create once, publish everywhere -Consider internal company channels to amplify reach (i.e. content created to help AAA travel agents keep the conversation going) 

1. Developing Customer-Centric Strategies
A look at AAA’s digital marketing program
Darren Frei
Digital Content Director, Pace
@DarrenFrei
@PaceComm • #CMWorld

2. AGENDA
① What is Customer-Centric Content?
② Targeting Existing Audience(s)
③ Audience Acquisition
④ Building Content for Consumers
⑤ Building Content for Travel Agents
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3. 1 What is Customer-Centric Content?
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4. “Everything
starts with the
Customer.”
Louis XIV
The Sun King, 17th Century France
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5. • Advertising
• A sales pitch
• One-sided
• Channel- or product-centric
What it Isn’t
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6. Content—and an approach
for delivering it—that puts
the user and their needs at
the center of an experience.
What it Is
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7. Product and sales information
becomes a relevant next step
in the context of the user’s
specific need, but it’s not the
core message.
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8. Material that feels to your
audience like it was perfectly
tailored for them.
The Ideal
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9. The Ideal
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10. “Be everywhere, do
everything, and never fail to
astonish the customer”
Anon.
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11. 2 AAA: Targeting Existing Audience(s)
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12. The Challenge
1. Create sustainable, ongoing conversations.
2. Engage members and prospects with
consumer-centric content across a set of
multichannel touchpoints.
3. Use content to deliver higher domestic
travel bookings on AAA.com
4. Deliver pre- and post-purchase content for
agent use for cruise and tour bookings

13. • Built a strong framework for content planning
and deployment
• Developed calendar with topics and messaging
• Established a sustainable content pipeline
The Solution: AAA Content Mapped to Lifecycle
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14. Developed Content for Three Key Segments
Image Hero
Personalization
Content
Navigation
CTA
CTA
Established Elites
55+, wealthy, empty-nesters
Needs: High-touch, personalized
service. Looking for experiences – not
material purchases. Make me feel
special (I have time and money, so I’m
looking for recognition).
Urban Families
35+, middle-income families
with older kids
Needs: Tools and guidance on how
to improve my financial situation.
Products that protect my family are
important to me. Money’s tight so
I’m always looking for a good deal.
Professional Families
35-55 couples, high dual income
from professional careers
Needs: Save me time; simplify my life;
provide 24/7 access across multiple
channels. Personalized services. Looking
for unique, memory-making experiences.

15. @PaceComm • #CMWorld
Assessed Audience Needs

16. Built Content Stream
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IDENTIFY
Curate Topic
ORGANIZE
Review, filter
and organize
CREATE
Add context
PUBLISH
Execute,
circulate,
measure
and refine

17. @PaceComm • #CMWorld
3 AAA: Building Content for
Consumers

18. Travel Conversation
Touchpoints for
Alaska
18
Facilitate conversations
throughout the customer
lifecycle
TIMING IS
EVERYTHING:
AN ALASKA
QUIZ
“ALASKA
ADVENTURES
” IMMERSIVE
JUST BACK:
ALASKA
CRUISE
“WILD IN
ALASKA”
FEATURE
REAL-TIME
FACEBOOK
CAMPAIGN
AND CTAs
INSPIRATIONAL
VIDEOMEMBER
PHOTOS:
MARK
ZIRKLE
MEMBER
STORY: TRIP
INSURANCE

19. Dream & Learn – Immersive Website

20. Dream & Learn – Social Infographics

21. Dream & Learn – Content on AAA.com/Community

22. Remember & Share – Quizzes on AAA.com and Tablet

23. Dream & Learn – Print and Tablet Stories

24. Remember & Share – Dream & Learn – Facebook

25. 4 AAA: Building Content for
Travel Agents
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26. “Go ahead,
make my day.”
Harry Callahan (aka Dirty Harry)
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27. iTRAVEL
DESTINATION
SLIDESHOWS
AGENT TIPS:
ALASKA CRUISE
FOLLOW-UP
REMEMBER
DREAM & LEARN SHOP
LEADS
TRAVEL
PREPARING TO
LEAVE ANTICIPATE THANK YOU!
BOOK
REAL-TIME
FACEBOO
K
CAMPAIGN
“WILD IN
ALASKA”
FEATURE
FROM AAA
LIVING
“ALASKA
ADVENTURES
” IMMERSIVE
WEB PAGES
CONTENT
UTILIZATION
AT EVENTS
AAA.COM/TRAVELI
NSURANCE
TIMING IS
EVERYTHING: AN
ALASKA QUIZ
TOP CUSTOMER:
ALASKA
ADVENTURES
Alaska Content Mapped to Lifecycle

28. Agent Communication
• iTravel Agent Newsletter
• Webinar Series
• “How to Share”

29. Dream & Learn – YouTube Video
Video link made available for use by agents at consumer events and during internal
training activities

30. Shop – Content Utilization at Alaska Events
EVENT REGISTRATION BOUNCE-BACK EMAIL

31. Leads – Asset for Top Customer Mailing

32. Anticipate – Niche Slideshows on iTravel Agent Tool

33. Anticipate – Agent Tips on Agent iTravel Tool

34. Shop – Travel Insurance on
AAA.com

35. 5 AAA: Audience Acquisition
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36. The Challenge
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1. Connect with millennials
1. Spark interest in AAA travel products
2. Bridge the purchase consideration gap

37. The Solution: AAA Vacation Now!

40. DARREN FREI
Digital Editorial Director
Pace
@DarrenFrei
darren.frei@paceco.com
@PaceComm • #CMWorld