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Story + Design for a Culture in Motion

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A perspective on content marketing for technology B2B brands and the audiences they reach.

A perspective on content marketing for technology B2B brands and the audiences they reach.

Published in: Business, Technology

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  • 1. STORY + DESIGNFOR A CULTUREIN MOTION
  • 2. THERE IS NODETERMINISTICPATH.Customers start fromplaces not controlled byyou, and the supposed“journey” they are takingdoesn’t follow traditional “CUSTOMERmarketing logic.Content marketing is JOURNEY”moving from a focus onsingular assets to narrative JUST GOT TRAMPLED.arcs, engaging youraudience with theinformation they need tomake the best decisions.
  • 3. MAKE YOURCUSTOMERBRILLIANT.CUSTOMER FOCUSEDDISTINCT VOICE YOUR BRAND HASRELEVANT INSIGHTSACTIONABLE DECISIONS VAST INSIGHTS. SHARE THEM WELL.
  • 4. THE PURSUIT OFKNOWLEDGE CANBE INVIGORATING.Be intelligent, articulate,entertaining and actionablewith your stories. Designthem to be consumed fromany channel, on any device, DESIGN MOREat any time, on their terms. STORIES AND LET THEM LIVEBy taking a story andsharing it multiple ways,from video to infographics,ebooks to sales tools, youraudience chooses how andwhere they enter thenarrative arc. EVERYWHERE.
  • 5. #K4GDThe amount of informationis increasing at anexponential rate. Everyoneis seeking and consumingcontent, to make the best KNOWLEDGE FORdecisions for theirprofessional and personallives. GREAT DECISIONSGreat brands giveaudiences the knowledge,understanding and tools tomake great decisions.
  • 6. BE MEANINGFULWITH YOUR CONTENT WITHAUDIENCE.Use a framework for yourcontent strategy and trulyunderstanding your PURPOSEaudience. Knowledgeprofiles align your editorial BRANDthemes to your audience, BUSINESS INSIGHTS + NEEDand keep your team in sync LEADERSHIPwith content creationefforts. AUDIENCE PERSONA KNOWLEDGE PROFILES
  • 7. THEIR NEEDS.YOUR AUTHORITY.OUR TRIBE. CONTENT VIDEO SALES DESIGN STORIES TOOLS We develop We develop We build the hard- conversation strategy animated and live- working sales and digital assets for action video for advisors, your brand and social technology solution configuration tools, platforms, extending demonstrations, and interactive your answers and customer case widgets that drive addressing customer studies, and customer engagement interest. educational stories. and leads.
  • 8. OUR EXPERIENCEIS EXCEPTIONAL.
  • 9. MULTI-CHANNELOUTREACH FORORIGINALKNOWLEDGEWe developed a range ofmarketing assets to helpAppirio take full advantageof their investment in amarket research study, andto reinforce their leadershipon this topic. From onestudy, we created threehigh-engagement and high-share assets - video, eBookand infographic.
  • 10. TRIPLE PLAY DISTRIBUTION MULTI OVER 800 FORMAT REPOSTSALL CHANNEL CONTENTMULTI-FORMAT DESIGN CONTENT ASSETS 2000 SOURCE SHARES 1 DAY MONETIZATION 5 MILLION BRAND FIELD SALES, IMPRESSIONS CUSTOMER, ANALYST + PROSPECT 400 AUDIENCES SOCIAL LIKES
  • 11. VIEWDRIVING DEMANDGENERATIONTHROUGHDIGITAL STORIESOur all-channel strategyincluded social videos,branded keepsakes, richdigital content, live eventexperiences, and salesenablement tools. Withouta media budget, we droveover 30mm brandimpressions, and movedDell to become the #1reseller in three months.
  • 12. 200,000 VIDEO VIEWS FIRST VIRAL HIGHENGAGEMENT VIDEO FOR 36,000 DEMAND DELL ASSET DOWNLOADSGENERATION CAMPAIGN 12,000 VISITS FROM TARGET $0 MEDIA SPEND HUMOR,AUTHENTICITY #1 MARKET SHARE AND HARD DATA 30 MILLION BRAND IMPRESSIONS
  • 13. ViewVISUAL STORIESFOR ENTERPRISEMOBILITYDECISIONSTo reach audiencesconcerned about managingthe exponential mobileimpact, we developed aseries of infographics onkey mobility topics. Theyare used by field sales aswell as social properties.All assets drive theaudience to trial offers anddeeper learning content.
  • 14. SERIALIZED EDITORIAL CONTENT OVER 10 ALL ORIGINAL SOURCES CHANNEL THOUGHT DISTRIBUTION LEADERSHIPINFOGRAPHICS QR CODES DRIVE TRIAL CUSTOM 300% DESIGN ILLUSTRATION GROWTH IN READERSHIP AND 3D CIO/CMO DUAL AUDIENCE 200% CONTENT INCREASE IN SHARING
  • 15. INTERACTIVEDECISION MAKINGWITH SOCIALCOMPARISONAllowing users to comparetheir data center efficiencywith that of their peers in aninteractive widget was agreat success in startingthe conversation aroundprocessor upgrades. Basedon their answers,personalized links todeeper content wereprovided.
  • 16. INTERACTIVE AD UNIT AND WIDGET DEMAND GEN INTERACTIVE PROGRAM FIELD SALES ADVISOR AND PROMOTIONCONTENT TOOL PERSONALIZED LIVE CONTENT FEEDS FROM WORLDWIDE INTEL DATATECHNICAL CENTERS 4000 DECISION LINKEDIN MAKER INTERACTIONS CONTENT 900 NEW REGISTRANTS
  • 17. PRE-ANNOUNCEPRODUCT LAUNCHTO PREMIERECUSTOMERSTo get the inside sales repsexcited about an upcomingproduct, and to beat thebloggers at leakingcoverage, we created apersonalized microsite thatgave sales teams a reasonto reach out to keycustomers with VIPtreatment, sharing thepre-announcement andbeating the blogosphere.
  • 18. 600 PERSONALIZED INVITES CUSTOMER 3D INTERACTIVE 65% DAY 1 RESPONSE RATEAWARENESS TOURAND DEMAND 4,000 VISITORS IN 3 DAYS NO PRESS AND ANALYST 800X ROI PRE- OUTREACHANNOUNCEDTHEIR OWN PRODUCT 70 PRE-ORDERS
  • 19. INTERACTIVESALES TOOLSAND CUSTOMERADVISORSTo get the sales teams up tospeed with relevant,industry specificinformation, we build salestools that use live feeds tostart conversations withcustomers. From there,interactive analysis,assessment andconfiguration features closethe sale.
  • 20. MOBILE SALESCONTENT WITHCUSTOMERCENTRIC UXWe improve theeffectiveness of your salesteams by giving both themand the customers theyserve the tools they need todrive conversation. Insteadof revamping an agedintranet with too muchcontent and bad UX, weinterviewed sales teams tocreate a new navigation andsmart content organizationdesigned for mobile devices.
  • 21. VIEWUSING PRODUCTTO TELL A MULTI-LAYERED STORYFOR EVERYONETo show the world their newcloud-based map solution,we recommended notdramatizing it, and insteadused actual use cases andthe software itself to createthe story. Using severalunique voice actors, webrought these stories to lifewith a narrative script andstellar animation.
  • 22. VIEWSHOWING USEMODELS INVIDEOSSCENARIOSThe new 4G Hotspot fromSierra Wireless needed astreet name, a valueproposition, and use cases.We developed the naming(“Elevate”), user researchto discover the use models,and built both demandgeneration and quick startvideos.
  • 23. VIEWANIMATEDSTORYTELLINGFOR EDUCATIONAND AWARENESSTo reinforce the importanceof the network, we built aseries of informativecontent for consumers,around upcoming mobiletechnologies. Audiencesseeking answers were ledto a rich educational video.Over 70% of the views of thevideo came from directYouTube searches.
  • 24. VIEWENTERTAINMENTTAKES ON ACRITICAL ITOBJECTIVEIPv4 isn’t going to supportthe explosive growth ofdevices, and with addressesrunning out, the impendingupgrade to IPv6 is a hottopic for IT expenditures.We wrote and directed astory about the office withthe last IP address, andfound that humor makes forbig fans.
  • 25. DESIGN YOUR STORY 5019 NE 21st Avenue Portland, Oregon 97211 503-737-9015

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