Transcript of "22 Execs Who Get Content Marketing"
WHO GET CONTENT MARKETING
CMO AT PITNEY BOWES SOFTWARE
Sometimes when people talk
about the science of marketing,
they forget that there is this whole
That is the true essence of a brand –
how it conveys emotional value and
creates emotional connections with
CMO AT XEROX CORPORATION
Branded content showcases
our brands in an increasingly
By demonstrating our
expertise and engaging
our audience in a way
that is accessible and
CEO AT BRANDTRUST
The critical question to ask about your
content is, How does it make them feel?
When it makes your customers feel
smarter, more capable, more valued,
or just better about themselves,
your content will be valued. And
so will your brand.
CMO AT VIRGIN MOBILE
I'm a big believer
that every brand
marketer has the
capacity to publish
The trick is to create or
curate in a manner that's
authentic to the brand's voice.
A brand with no content is a brand
with nothing to say.
CEO AT RED BULL
What one also has to take into account
primary goal is to produce and
distribute HIGH QUALITY AND
UNIQUE CONTENT for our
own channels as well as
for our partners.
is that we create EDITORIAL MEDIA
VALUE FOR OUR BRAND,
investments. In the long term, we expect
that Red Bull Media House to be
DIRECTOR OF MEDIA & CONSUMER ENGAGEMENT
AT KRAFT FOODS GROUP
The key in content
marketing is in
providing it to
them in the
and place of
You can’t only be
good at one or the
other – you have
to nail both.
CMO AT COCA-COLA COMPANY
I think that as a marketing industry, we are
starting to see the recognition that in order
to tell a story about a brand, it truly
must be multimedia
in a way more than it has ever been before,
and marketers are starting to crack the code
on how to do this.
VICE PRESIDENT AND CMO AT
THE WALT DISNEY COMPANY UK
and social media,
allow us to
on a daily basis
enabling us to say
more extensive about
our brand, and allowing
us to build a relationship
with our consumers.
EXECUTIVE VP OF MARKETING AT
FOUR SEASONS HOTELS AND RESORTS
We also recognize[d] ...that
And the way that we could not only participate,
it was really, in the future,
but the way that we could facilitate and also
the consumer that was
authentic content and combining our content
with the content that was being generated by
lovely 360-degree view of THE BRAND THAT
DOESN’T FEEL COMMERCIAL.
EXECUTIVE VICE PRESIDENT AND
CMO AT TARGET CORPORATION
“about contentthinkingof campaigns.
In the past, marketers would make campaigns, they would put them
in the world, and they would wait to see what happened.
I think in today’s world, it happens hourly. It happens daily. And this is a brand
that has such rich, deep content that our guests want to hear from us on. So if
we can create content and share content and allow our guests to speak on our
it helps us amplify our message as well.
GLOBAL BRAND DEVELOPMENT VP
DOVE SKIN AT UNILEVER
Referring to the Dove “Real Beauty Sketches” campaign:
EVERYTHING, AS YOU PROBABLY KNOW,
STARTS WITH GREAT CREATIVE. And the
key here was that the creative was
based on a very powerful and universal
human truth that was completely linked
to the purpose of the brand.
CMO AT GENERAL MILLS
We always ask ourselves, what are the apertures where
our brand should appear in content form? Where will
she or he be searching for an idea or thinking about an
idea, and where should the brand be?
CMO AT GAP, INC.
Everyone is a publisher.
Everyone is a journalist in a sense. So we need to
obviously change the way that we create advertising
from simply the top down. From simply, ‘This is what
we believe; you should believe it too,’ to instead
engaging in ways that people want — where they
have problems that need to be solved, where they
have information that needs to be understood.
And it’s just
all it is.
PRESIDENT AND CMO OF AFRICA AT DIAGEO
long-form content that we own, that we can share
through TV shows or YouTube, but can also spin out
on traditional TV advertising or mobile devices.
Big ideas these days need to be
flexible enough to work in all
of those different formats.
CMO AT CAMPBELL SOUP COMPANY
WE HAVE TO GO WHERE CONSUMERS ARE,
AND WE HAVE TO ENGAGE THEM WHERE
THEY WANT TO ENGAGE.
If the people who are interested in our food
and beverage products are on Facebook and
Twitter and engaging in social media sites,
and that’s where they’re looking for content
and information, we want to be there
and make sure we’re personally relevant.
CMO AT SUBWAY
There are sometimes when we’re doing content, and
some of the folks who are working on it are telling us,
‘We want to make your brand more prominent here,’ and
we actually have the crazy conversation saying,
‘no, I think
We’d rather you pull back
because we want brand to be
there in an appropriate way.
CMO AT EBAY
Stories are the foundation of what we do
channels to actually tell the stories.
So what’s important to me is understanding the customer and
understanding where they are on their journey, and starting to
understand what is their path to purchase and how I might
present the things that they need to help them to get there...
Marty St. George
SENIOR VICE PRESIDENT OF MARKETING AND
COMMERCIAL AT JETBLUE AIRWAYS CORPORATION
if you think about what marketing has been like for
the last 30 years, it has been 90 percent a
one-way endeavor – brands would talk to
customers but you didn’t have that direct
connection. Look at a 30-second or
60-second TV commercial:
Sometimes it’s hard to get
But on our YouTube
channel, we can put out a
two-minute video and have
customers watch it to the very end.
If you have engaging content,
you’re providing real value.
CMO AT CONVERSE
are part of the
it comes to
Engage with them and put them in charge
sometimes and let them take your brand
into places you may not have thought of
before. Act as a welcomed party guest.
Be interesting, think creatively, think
globally. Believe in what you are saying,
and take a step back to listen and watch.
VICE PRESIDENT OF MARKETING AND
CONTENT STRATEGY AT SAP
In order to increase ROI, brands
and build a team of people who
really understand how to think
and act like a publisher.
Once that is in place and working
like a machine, it’s time to build the
kind of platform that can scale and
sustain growth into the future. 2014
will see brand content marketing
teams that take on the look and feel
of real newsrooms including the
technical platforms to support that.
CMO AT HYATT HOTELS CORPORATION
We’re not quite ready yet to have a
media room, but I do see us within
the next six months having a media
department that sits down in the
morning just like a newsroom and
says what’s the news, what (sic) are
we breaking it, to which audience,
through what channel. And,
like I said, we’ll get there.
Everything’s going that way.
CMO AT L’OREAL USA
Digital is a great opportunity for
beauty because the consumer is
The challenge it poses is
that we need to change
and adopt the way we
actually create content.
raising its hand and asking us to
The consumer is asking for more and
provide more education, more
more content, and we need to deliver
advice on how to actually use a
lot of our products. In beauty,
creating content versus what we used
consumer is really, really
to do when we were creating a
30-second TV spot.