6. WHAT KEEPS
CMO’S UP
AT NIGHT?
AS CONTENT MARKETING TOOK OFF, CMO’S
WERE CATCHING UP.
WHAT’S KEEPING THEM UP AT NIGHT?*
• Creating sustainable and engaging customer
relationships and improving the customer
experience
• Taking advantage of trends in digital and social
• Demonstrating marketing’s ROI
*Source: Contently
18. DELIVERING
QUALITY
CONTENT
THE BEST CONTENT RISES TO THE TOP.
DEPLOY QUICKLY BUT THOROUGHLY.
• Don’t negotiate on quality. Increased scrutiny
on content producers who post unfinished
content. (e.g. Mashable’s Galaxy S6 review)
• …But that doesn’t mean you can’t post several
iterations
• Foster a creative environment where content
feedback isn’t personal
20. SUPPLEMENT
THE STORY
THERE’S MORE STORY OUT THERE.
USERS NEED YOU TO CURATE IT.
• Current events unify interests and trends…
• …even though we’re divided in our opinions.
• Infographics, images, & video should
supplement microcontent, thought leadership,
and owned media.
• Additional venue to showcase your brand.
25. EVERGREEN
IDEATION
SAMPLES
EVERGREEN IDEATION IS MOTIVATIONAL
ALL-HANDS COLLABORATION TO BUILD
CONTENT THAT SHAKES INDUSTRIES
• Infographics and whitepapers that can be
leveraged as a resource by an entire vertical
• Yearly rankings that position your brand as a SME
• Product or travel reviews that produce tangible
value to a targeted market segment
• Curated Spotify/Youtube playlists to foster your
brand’s core values (learning, altruism, etc.)
34. BLENDING
CONTENT
& CLIENT
SERVICE MARRY THE RIGHT CONTENT WITH THE
RIGHT USER.
ENLIST YOUR COMMUNITY MANAGERS
• Community managers can do more than
reactive response and microcontent.
• Tighter integration opportunity for brand and
market influencers. Senior community manager
controls using Social CRM.
• Influencer engagement becomes less passive.
More brand control over conversation.
35. BLENDING
CONTENT
& CLIENT
SERVICE MARRY THE RIGHT CONTENT WITH THE
RIGHT USER.
ENLIST YOUR COMMUNITY MANAGERS
• This isn’t the same as responding to a service
crisis. The brand engages first.
• Provide community managers with the tools
they need. Your entire team should have
access to your content pillars.
• Introducing existing content to new audience
improves ROI.
37. REMEMBER…
• A CMO’S increasing challenges around ROI won’t change.
• Differentiating your brand from competitors is a non-negotiable
necessity for engagement.
• Use our content strategies to grow your audience and boost your
digital efforts.
38. HOW?
1. Quality is the best business plan.
2. Supplement your story. Then make it bite-sized
for social syndication.
3. Build evergreen content. Give your brand
permission to change the world.
4. Blend content quality with client service. Point
your influencers in the right direction.