0
@nateriggs | #NAPHIA

8 New Habits of Successful Content Marketers
@nateriggs | #NAPHIA

Presenters
Nate Riggs!
President!
NR Media Group, LLC!
@NateRiggs!

!
!
!
!
!
!
Jason Sawtelle!
Dire...
@nateriggs | #NAPHIA

Agenda
!
!

• The changing nature of media!
• New consumption trends!
• Examples of successful
marke...
‘Content is king’

@nateriggs | @skyword #ContentHabits
Q

Who was the first person to say it?

@nateriggs | @skyword #ContentHabits
@juntajoe

@nateriggs | @skyword #ContentHabits
Content is King was
actually the title of an article
published on the Microsoft
blog in 1996...

@nateriggs | @skyword #Co...
@nateriggs | @skyword #ContentHabits
Why is prime-time television viewing declining?

@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
St. Peter's Basilica: 2005
Basilica, 2013

Image Credit: Luca Bruno / Associated Press 2005

@nateriggs | @skyword #Conten...
Smartphones have shifted to dominance.

@nateriggs | @skyword #ContentHabits
Tablets are outpacing global computer sales.
41% of tablet owners and 38% of smartphone
owners used their device while also watching
television.

Source: Nielsen - The...
Active VS Passive !
Consumption
The growing shift to ‘on demand’ content
This ‘Second Screen’ is changing
our buying behaviors...

@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | #NAPHIA

A NEW FRAMEWORK FOR RETAIL CONTENT MARKETERS
How To Adopt the 8 SHARPER habits That Will Help You
Wi...
To become a successful retail content marketer,
you and your team will need to build 

SHARPER habits.

@nateriggs | @skyw...
Stephen R. Covey, Ph.D!
1932 - 2012

@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Charles Duhigg!
@nateriggs | @skyword #ContentHabits

Winner of the Pulitzer Prize!
The New York Times
=

=
@nateriggs | @skyword #ContentHabits
To become a successful retail content marketer,
you and your team will be required to build
SHARPER habits.

@nateriggs | ...
To become a successful retail content marketer,
you and your team will be required to build
SHARPER habits.
1. Spreadable ...
Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013

@nateriggs | @skyword #ContentHabits
Q

Would sharing this video with your family
or friends make you feel good?

@nateriggs | @skyword #ContentHabits
As of Feb 17th 2014, more than 17.7 million
people have viewed ‘Embrace Life’

Case Study: Embrace Life -- Over 16.73 MM V...
STEPPS: Why Things Catch On
✓ Social Currency!
✓ Triggers!
✓ Emotions!
✓ Public !
✓ Practical Value!
✓ Stories

@nateriggs...
Habit #1!

Spreadable content design.

@nateriggs | @skyword #ContentHabits
Alison Feldmann!
Editor & Chief and Seller!
Etsy Blog
@nateriggs | @skyword #ContentHabits
“Managing our boards is an ongoing
collaboration between our editorial,
merchandising and international
community managers...
Habit #2!

Harness social media
intelligence.

@nateriggs | @skyword #ContentHabits
Case Study: Charmin - Sit or Squat

@nateriggs | @skyword #ContentHabits
Case Study: Charmin - Sit or Squat

@nateriggs | @skyword #ContentHabits
Case Study: Charmin - Sit or Squat

@nateriggs | @skyword #ContentHabits
Habit #3!

Answer customer
questions.

@nateriggs | @skyword #ContentHabits
Source: YouTube - CBS Super Bowl Black Out 2013

@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
“While we certainly didn’t expect the
blackout, the team’s first instinct was to
figure out how Oreo could be relevant in
th...
@nateriggs | @skyword #ContentHabits
The ‘Dunk in the Dark’ tweet received more than
16,000 RT’s, over 6000 favorites, and Oreo added
8000+ Twitter followers.
...
“Having a full team of creative, social
media experts and the brand made it
quick and seamless.”

- Sarah Hofstetter!
Pres...
Habit #4!
@nateriggs | @skyword #ContentHabits

Real time infrastructure.
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Instagram Photo Credit: !
@pinkleme, @hannahhhbrooks, @abijoy1991, @sauceruney, @paige_aldrich
Case Study: @jenisicream

@nateriggs | @skyword #ContentHabits
Case Study: @jenisicream

@nateriggs | @skyword #ContentHabits
Case Study: @jenisicream

@nateriggs | @skyword #ContentHabits
Habit #6

Participate actively.

Photo credit: OnlineJazz.net
Case Study: Oreo Superbowl Campaign -- Whisper Fight Spot

@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Case Study: @oreo Super Bowl 2013 Instagram Campaign Results

@nateriggs | @skyword #ContentHabits
Habit #6

Embrace brand advocates.

@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
“Influencers get excited about their personal
brand. Advocates get excited about !
your brand.”

@nateriggs | @skyword #Con...
@nateriggs | @skyword #ContentHabits
Habit #7!

Recruit a proprietary
audience.

@nateriggs | @skyword #ContentHabits
Jeffrey K. Rhors!
@nateriggs | @skyword #ContentHabits

Vice President of Marketing Insights
Exact Target
SHARPER Framework
1. Spreadable content.!
2. Harness social intelligence.!
3. Answer customer questions. !
4. Real time in...
The 8th Habit: Sustainability

@nateriggs | @skyword #ContentHabits
The 8th Habit: Sustainability

© 2014 Skyword Inc, Confidential. All rights reserved

@nateriggs | @skyword #ContentHabits
Questions?

@nateriggs | @skyword #ContentHabits
Thank You!
Nate Riggs, President!
NR Media Group, LLC!
Content & New Media Producers!
nate@nateriggs.com!
614-348-2646!
na...
8 New Habits of Successful Content Marketers
8 New Habits of Successful Content Marketers
8 New Habits of Successful Content Marketers
8 New Habits of Successful Content Marketers
8 New Habits of Successful Content Marketers
8 New Habits of Successful Content Marketers
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8 New Habits of Successful Content Marketers

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Social media, mobile technology, and video-streaming sites have impacted consumer behavior dramatically. This has created a challenge for marketers to reach customers with fragmented attention spans. The most successful marketers are willing to form new habits to keep pace with the many ways people consume information today.

View the slides from the webinar to learn what framework you must implement to help rewire internal teams to achieve better results from your marketing programs. Learn how brand and retail leaders have changed old, worn-out marketing habits to become innovative content marketers. You may watch a video recording of the webinar here: http://www.skyword.com/8-new-habits-successful-content-marketers/

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Transcript of "8 New Habits of Successful Content Marketers"

  1. 1. @nateriggs | #NAPHIA 8 New Habits of Successful Content Marketers
  2. 2. @nateriggs | #NAPHIA Presenters Nate Riggs! President! NR Media Group, LLC! @NateRiggs! ! ! ! ! ! ! Jason Sawtelle! Director, Retail Partnerships! Skyword! @JasonASawtelle #ContentHabits
  3. 3. @nateriggs | #NAPHIA Agenda ! ! • The changing nature of media! • New consumption trends! • Examples of successful marketing programs! ! ! ! • 7 habits of content marketers! • Bonus: 8th habit! • Questions #ContentHabits
  4. 4. ‘Content is king’ @nateriggs | @skyword #ContentHabits
  5. 5. Q Who was the first person to say it? @nateriggs | @skyword #ContentHabits
  6. 6. @juntajoe @nateriggs | @skyword #ContentHabits
  7. 7. Content is King was actually the title of an article published on the Microsoft blog in 1996... @nateriggs | @skyword #ContentHabits
  8. 8. @nateriggs | @skyword #ContentHabits
  9. 9. Why is prime-time television viewing declining? @nateriggs | @skyword #ContentHabits
  10. 10. @nateriggs | @skyword #ContentHabits
  11. 11. St. Peter's Basilica: 2005 Basilica, 2013 Image Credit: Luca Bruno / Associated Press 2005 @nateriggs | @skyword #ContentHabits
  12. 12. Smartphones have shifted to dominance. @nateriggs | @skyword #ContentHabits
  13. 13. Tablets are outpacing global computer sales.
  14. 14. 41% of tablet owners and 38% of smartphone owners used their device while also watching television. Source: Nielsen - The Social Media Report 2012 @nateriggs | @skyword #ContentHabits
  15. 15. Active VS Passive ! Consumption
  16. 16. The growing shift to ‘on demand’ content
  17. 17. This ‘Second Screen’ is changing our buying behaviors... @nateriggs | @skyword #ContentHabits
  18. 18. @nateriggs | @skyword #ContentHabits
  19. 19. @nateriggs | @skyword #ContentHabits
  20. 20. @nateriggs | @skyword #ContentHabits
  21. 21. @nateriggs | @skyword #ContentHabits
  22. 22. @nateriggs | #NAPHIA A NEW FRAMEWORK FOR RETAIL CONTENT MARKETERS How To Adopt the 8 SHARPER habits That Will Help You Win More Attention From Customers in 2014 Presented by:! Jason Sawtelle, Director of Retail Partnerships, Skyword! Nate Riggs, President, NR Media Group, LLC!
  23. 23. To become a successful retail content marketer, you and your team will need to build 
 SHARPER habits. @nateriggs | @skyword #ContentHabits
  24. 24. Stephen R. Covey, Ph.D! 1932 - 2012 @nateriggs | @skyword #ContentHabits
  25. 25. @nateriggs | @skyword #ContentHabits
  26. 26. @nateriggs | @skyword #ContentHabits
  27. 27. Charles Duhigg! @nateriggs | @skyword #ContentHabits Winner of the Pulitzer Prize! The New York Times
  28. 28. = = @nateriggs | @skyword #ContentHabits
  29. 29. To become a successful retail content marketer, you and your team will be required to build SHARPER habits. @nateriggs | @skyword #ContentHabits
  30. 30. To become a successful retail content marketer, you and your team will be required to build SHARPER habits. 1. Spreadable content design.! 2. Harness social media intelligence.! 3. Answer customer questions. ! 4. Real time infrastructure.! 5. Participate actively.! 6. Embrace brand advocates.! 7. Recruit a proprietary audience. @nateriggs | @skyword #ContentHabits
  31. 31. Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013 @nateriggs | @skyword #ContentHabits
  32. 32. Q Would sharing this video with your family or friends make you feel good? @nateriggs | @skyword #ContentHabits
  33. 33. As of Feb 17th 2014, more than 17.7 million people have viewed ‘Embrace Life’ Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013 @nateriggs | @skyword #ContentHabits
  34. 34. STEPPS: Why Things Catch On ✓ Social Currency! ✓ Triggers! ✓ Emotions! ✓ Public ! ✓ Practical Value! ✓ Stories @nateriggs | @skyword #ContentHabits
  35. 35. Habit #1! Spreadable content design. @nateriggs | @skyword #ContentHabits
  36. 36. Alison Feldmann! Editor & Chief and Seller! Etsy Blog @nateriggs | @skyword #ContentHabits
  37. 37. “Managing our boards is an ongoing collaboration between our editorial, merchandising and international community managers. ! ! We look at which pins are liked and repinned to inform our content strategy. We know if it’s hot on Pinterest it will probably resonate with our community.” Alison Feldmann! Editor & Chief and Seller! Etsy Blog @nateriggs | @skyword #ContentHabits
  38. 38. Habit #2! Harness social media intelligence. @nateriggs | @skyword #ContentHabits
  39. 39. Case Study: Charmin - Sit or Squat @nateriggs | @skyword #ContentHabits
  40. 40. Case Study: Charmin - Sit or Squat @nateriggs | @skyword #ContentHabits
  41. 41. Case Study: Charmin - Sit or Squat @nateriggs | @skyword #ContentHabits
  42. 42. Habit #3! Answer customer questions. @nateriggs | @skyword #ContentHabits
  43. 43. Source: YouTube - CBS Super Bowl Black Out 2013 @nateriggs | @skyword #ContentHabits
  44. 44. @nateriggs | @skyword #ContentHabits
  45. 45. “While we certainly didn’t expect the blackout, the team’s first instinct was to figure out how Oreo could be relevant in the moment.” - Sarah Hofstetter! President, 360i @nateriggs | @skyword #ContentHabits
  46. 46. @nateriggs | @skyword #ContentHabits
  47. 47. The ‘Dunk in the Dark’ tweet received more than 16,000 RT’s, over 6000 favorites, and Oreo added 8000+ Twitter followers. @nateriggs | @skyword #ContentHabits
  48. 48. “Having a full team of creative, social media experts and the brand made it quick and seamless.” - Sarah Hofstetter! President, 360i @nateriggs | @skyword #ContentHabits
  49. 49. Habit #4! @nateriggs | @skyword #ContentHabits Real time infrastructure.
  50. 50. @nateriggs | @skyword #ContentHabits
  51. 51. @nateriggs | @skyword #ContentHabits
  52. 52. Instagram Photo Credit: ! @pinkleme, @hannahhhbrooks, @abijoy1991, @sauceruney, @paige_aldrich
  53. 53. Case Study: @jenisicream @nateriggs | @skyword #ContentHabits
  54. 54. Case Study: @jenisicream @nateriggs | @skyword #ContentHabits
  55. 55. Case Study: @jenisicream @nateriggs | @skyword #ContentHabits
  56. 56. Habit #6 Participate actively. Photo credit: OnlineJazz.net
  57. 57. Case Study: Oreo Superbowl Campaign -- Whisper Fight Spot @nateriggs | @skyword #ContentHabits
  58. 58. @nateriggs | @skyword #ContentHabits
  59. 59. @nateriggs | @skyword #ContentHabits
  60. 60. Case Study: @oreo Super Bowl 2013 Instagram Campaign Results @nateriggs | @skyword #ContentHabits
  61. 61. Habit #6 Embrace brand advocates. @nateriggs | @skyword #ContentHabits
  62. 62. @nateriggs | @skyword #ContentHabits
  63. 63. “Influencers get excited about their personal brand. Advocates get excited about ! your brand.” @nateriggs | @skyword #ContentHabits
  64. 64. @nateriggs | @skyword #ContentHabits
  65. 65. Habit #7! Recruit a proprietary audience. @nateriggs | @skyword #ContentHabits
  66. 66. Jeffrey K. Rhors! @nateriggs | @skyword #ContentHabits Vice President of Marketing Insights Exact Target
  67. 67. SHARPER Framework 1. Spreadable content.! 2. Harness social intelligence.! 3. Answer customer questions. ! 4. Real time infrastructure.! 5. Participate actively.! 6. Embrace brand advocates.! 7. Recruit a proprietary audience. ...the long term winners are those who use the medium to deliver information and entertainment. @nateriggs | @skyword #ContentHabits
  68. 68. The 8th Habit: Sustainability @nateriggs | @skyword #ContentHabits
  69. 69. The 8th Habit: Sustainability © 2014 Skyword Inc, Confidential. All rights reserved @nateriggs | @skyword #ContentHabits
  70. 70. Questions? @nateriggs | @skyword #ContentHabits
  71. 71. Thank You! Nate Riggs, President! NR Media Group, LLC! Content & New Media Producers! nate@nateriggs.com! 614-348-2646! nateriggs.com ! socialrestaurantpodcast.com 
 Jason Sawtelle, Director of Retail Partnerships! Skyword! jsawtelle@skyword.com! 617-720-4000 ext 1019! skyword.com
 @nateriggs | @skyword #ContentHabits
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