WELCOME TO THE OFFICE
OF BEING INTERESTING
WHERE CONTENT IS KING
Jim Fields & Celia Brown
Customer Experience Marketing
1
CUSTOMER DOSSIER
MILTON MILLENIAL
FUTURE CXO
PET PEEVES: WEBINARS, COLD
CALLS & SPAM EMAIL
● Buyers have completed 60-80...
2
THE MARKETING
JUNKYARD
3
MARKETING IN 2020
ENGAGING MILTON M.
Marketing On-
Demand- Deliver
the right content
at the right time
Audience-centric
...
4
BE THE SHOW.
Instead of the commercial,
BE THE FEATURE
STORY.
Instead of the banner ad,
5
INTERESTING
BE…
6
PROVOCATIVE
7
AUTHENTIC
8
CONTENT
THAT MATTERS
9
TELL GREAT STORIES
5 STEPS TO BUILD
A BRAND NEWSROOM
1. Content Intelligence Network
2. Think Outside the Campaign
3. Diversity of Talent
4. ...
11
Subject Matter
Experts
Industry
Influencers
Customers
Publishers
Story Tellers
Media
STORY HUNTERS
CURATE
CREATE
CONNEC...
12
Proof
STORYHUNTERS
TIMELY
CONTENT
NEWS
PERSPECTIVE
INTERESTING
STORIES
THINK OUTSIDE THE CAMPAIGN
13
PoC
Success
Factors
STORYHUNTERS
GLOBAL
TALENT MODEL
NEW
WORLD OF WORK
FUTURE OF
LEADERSHIP
PRE-FUNNEL CONTENT
14
DIVERSITY OF TALENT
English Major
Self-professed 50-
something Millennial
Learned marketing on
the street
Psych Major
S...
15
CONTENT STRATEGY
INTERESTING
STORIESPAID
SEARCH
SOCIAL
MEDIA
DEMAND
GEN
SEO
Deliver the content
your audience needs,
to...
16
TECHNOLOGY
17
TODAY
WHERE WE ARE
WELCOME TO THE
OFFICE OF BEING
INTERESTING
19
Questions?
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Welcome to the Office of Being Interesting...Where Content IS King

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We’ve all heard that "content is king" — but not all content is worth writing home about (pun intended!). Discover the benefits of building a virtual newsroom to discern interesting, relevant and otherwise untapped content sources and orchestrate a flow into the right channels at the right time to consume, syndicate, and amplify it. Learn best practices and strategies to unlock the content potential of your organization.

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  • The point is to drive people into the funnel, down the funnel and through to loyalty. Helpful content builds trust that gets returned (ROI) in the form of conversion and sales.
  • Welcome to the Office of Being Interesting...Where Content IS King

    1. 1. WELCOME TO THE OFFICE OF BEING INTERESTING WHERE CONTENT IS KING Jim Fields & Celia Brown Customer Experience Marketing
    2. 2. 1 CUSTOMER DOSSIER MILTON MILLENIAL FUTURE CXO PET PEEVES: WEBINARS, COLD CALLS & SPAM EMAIL ● Buyers have completed 60-80% of their research before engaging with vendors ● Consumers are bombarded with 2-5K marketing messages daily ● 86% of consumers fast forward television ads ● 90% of marketing emails are never opened
    3. 3. 2 THE MARKETING JUNKYARD
    4. 4. 3 MARKETING IN 2020 ENGAGING MILTON M. Marketing On- Demand- Deliver the right content at the right time Audience-centric content Data driven, brand newsrooms prevail BE INTERESTING!
    5. 5. 4 BE THE SHOW. Instead of the commercial, BE THE FEATURE STORY. Instead of the banner ad,
    6. 6. 5 INTERESTING BE…
    7. 7. 6 PROVOCATIVE
    8. 8. 7 AUTHENTIC
    9. 9. 8 CONTENT THAT MATTERS
    10. 10. 9 TELL GREAT STORIES
    11. 11. 5 STEPS TO BUILD A BRAND NEWSROOM 1. Content Intelligence Network 2. Think Outside the Campaign 3. Diversity of Talent 4. Content Strategy 5. Technology 10
    12. 12. 11 Subject Matter Experts Industry Influencers Customers Publishers Story Tellers Media STORY HUNTERS CURATE CREATE CONNECT CONTENT INTELLIGENCE NETWORK
    13. 13. 12 Proof STORYHUNTERS TIMELY CONTENT NEWS PERSPECTIVE INTERESTING STORIES THINK OUTSIDE THE CAMPAIGN
    14. 14. 13 PoC Success Factors STORYHUNTERS GLOBAL TALENT MODEL NEW WORLD OF WORK FUTURE OF LEADERSHIP PRE-FUNNEL CONTENT
    15. 15. 14 DIVERSITY OF TALENT English Major Self-professed 50- something Millennial Learned marketing on the street Psych Major Stereotypical Millennial Passion for technology
    16. 16. 15 CONTENT STRATEGY INTERESTING STORIESPAID SEARCH SOCIAL MEDIA DEMAND GEN SEO Deliver the content your audience needs, to the places they already go, on-demand and on-device. Build trust and loyalty.
    17. 17. 16 TECHNOLOGY
    18. 18. 17 TODAY WHERE WE ARE
    19. 19. WELCOME TO THE OFFICE OF BEING INTERESTING
    20. 20. 19 Questions?

    ×