Your Advocates' Content Outperforms Your Brand Content


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Brands' increasing need for content is forcing marketers to shift the way they create content and distribute it. Leading marketers are powering advocates to more effectively create content and share the brand's stories.

Advocates create high-quality content that performs better – it is more trusted (92% trust advocate content), receives more engagement (up to 10x), and reduces marketing costs significantly (by 100x).

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  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Your Advocates' Content Outperforms Your Brand Content

    1. 1. Featuring Content Marketing Expert Joe Pulizzi
    2. 2. Our Speakers Joe Pullizi is first and foremost a content marketing evangelist. He began using the term “content marketing” back in 2001. He’s the founder of the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands, recognized as the 468th fastest growing private company by Inc. magazine in 2013. @JoePullizi Lou Dubois leads global social media and engagement efforts across the broadcast and digital properties of NBC News. Formerly of NBC's Philadelphia affiliate, Inc. Magazine, Social Media Today and more. Find him on twitter @dubois Gregory Shove is the founder and CEO of SocialChorus, the leading advocate marketing company. Greg has helped brands and consumers connect online since the early days of the Internet. 2Market, a Silicon Valley start-up that he co-founded, pioneered the development of interactive shopping before being acquired by AOL in 1995. Twitter: @GregShove Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay #SMTLive
    3. 3. Who are your advocates? 3
    4. 4. Content marketing is powerful, but difficult #1 % 78 % 68 Content creation is ranked as the single most effective SEO technique — Marketing Sherpa, 2013 of consumers believe that brands providing original content are interested in building good relationships — TMG Custom Media, 2013 of B2C marketers consider themselves ineffective at content marketing — Content Marketing Institute, 2013 4
    5. 5. Advocates create content • Blog posts • Instagram videos and photos • Vine and YouTube videos • Hashtagged photos • Pinterest pinboards • Foursquare location sharing 5
    6. 6. Advocates drive value Lift in brand awareness and preference Social engagement Website clicks and visits Sales 6
    7. 7. @JoePulizzi Audience Building: The Social Media 411 Method for Engaging with Influencers
    8. 8. @JoePulizzi 8
    9. 9. @JoePulizzi Influencer Sharing Content Marketing Sales
    10. 10. @JoePulizzi
    11. 11. #DreamDay
    12. 12. #DearCongress
    13. 13. Additional questions? Want to learn more? Power your Advocates. Grow your Business. Download the ebook: “Advocates as Content Creators” 13