5 Content Stories                    By Brands                 From Way Before                   Content Was              ...
US Office of National                           Drug Control Policy                              Helping youth and parents ...
Saturday, October 22, 11
Saturday, October 22, 11
Saturday, October 22, 11
Build in engagement tools to track success + interest                           Use Hollywood Plot A/B/C architecture     ...
Acuvue                           Contact Lenses                               Connecting with teenagers                   ...
Saturday, October 22, 11
Low-cost pilot was a huge hit.             Teen hosts brought friends on weekly, including “Cute Guy”                   To...
Johnson’s Baby                           Helping grow the #1 baby brand in the worldSaturday, October 22, 11
Branded content and CRM programs via baby.com, johnsonsbaby.com and johnsonsbaby.com/sleepSaturday, October 22, 11
Video-driven lessons for new moms.                                    Provide offers in context.                          ...
Skittles                           Tapping the social web                            as a content strategySaturday, Octobe...
Saturday, October 22, 11
Saturday, October 22, 11
Don’t duplicate content.                           Keep attention on what’s out there.                              Expect...
Cisco Systems                           Creating and sustaining conversations between the brand                           ...
Cisco Security Campaign                           Conversation kit: Integrated direct mail, email and event programSaturda...
Saturday, October 22, 11
One side was written for the technical decision maker.                 One side was written for the business decision make...
Wisdom we now have:Saturday, October 22, 11
Wisdom we now have:           1. Hire a Brand Editor           2. Use search intent modeling           3. Make a friend in...
Mat Zucker                           Modern creative leadership                              twitter: @matzucker          ...
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Content lessons for brands

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Lessons from early on in digital content with wisdom still true now

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Content lessons for brands

  1. 1. 5 Content Stories By Brands From Way Before Content Was Big for Brands Mat Zucker Modern creative leadershipSaturday, October 22, 11
  2. 2. US Office of National Drug Control Policy Helping youth and parents tackle drugsSaturday, October 22, 11
  3. 3. Saturday, October 22, 11
  4. 4. Saturday, October 22, 11
  5. 5. Saturday, October 22, 11
  6. 6. Build in engagement tools to track success + interest Use Hollywood Plot A/B/C architecture Talent costs managed for long-term Audience voting chose new charactersSaturday, October 22, 11
  7. 7. Acuvue Contact Lenses Connecting with teenagers through their defining momentsSaturday, October 22, 11
  8. 8. Saturday, October 22, 11
  9. 9. Low-cost pilot was a huge hit. Teen hosts brought friends on weekly, including “Cute Guy” To see his picture, listeners had to visit web site.Saturday, October 22, 11
  10. 10. Johnson’s Baby Helping grow the #1 baby brand in the worldSaturday, October 22, 11
  11. 11. Branded content and CRM programs via baby.com, johnsonsbaby.com and johnsonsbaby.com/sleepSaturday, October 22, 11
  12. 12. Video-driven lessons for new moms. Provide offers in context. Casting newborns isn’t for the weak. Branded content and CRM programs via baby.com, johnsonsbaby.com and johnsonsbaby.com/sleepSaturday, October 22, 11
  13. 13. Skittles Tapping the social web as a content strategySaturday, October 22, 11
  14. 14. Saturday, October 22, 11
  15. 15. Saturday, October 22, 11
  16. 16. Don’t duplicate content. Keep attention on what’s out there. Expect legal to throw a fit.Saturday, October 22, 11
  17. 17. Cisco Systems Creating and sustaining conversations between the brand and business and technical decision makersSaturday, October 22, 11
  18. 18. Cisco Security Campaign Conversation kit: Integrated direct mail, email and event programSaturday, October 22, 11
  19. 19. Saturday, October 22, 11
  20. 20. One side was written for the technical decision maker. One side was written for the business decision maker. Both met in the middle with a Starbucks card to go have a conversation with talking points.Saturday, October 22, 11
  21. 21. Wisdom we now have:Saturday, October 22, 11
  22. 22. Wisdom we now have: 1. Hire a Brand Editor 2. Use search intent modeling 3. Make a friend in analytics 4. Audit and manage across external + internal 5. Include the relationship marketing stream 6. Budget 5X for asset production 7. Work with the calendar for bursts 8. Stay ahead of emerging formats 9. Repetition, repetition, repetitionSaturday, October 22, 11
  23. 23. Mat Zucker Modern creative leadership twitter: @matzucker blog: matzucker.com email: mat.zucker@me.comSaturday, October 22, 11

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