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Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)

The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence." Developing the right content strategy to drive the desired outcome requires, once again, that we exercise new muscles and build new behaviors.

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Rod Brooks
Vice President & Chief Marketing Officer,
PEMCO Mutual Insurance Company

Immediate Past Chairman - 2011
Word of Mouth Marketing Association
Content intended to reflect brand



  Passionate                                 Edgy



               • Integrity
     Timely    • Responsibility         Curious
               • Courage




         Helpful                  Engaging
Our Vision




                  • Integrity
 PEMCO is the Northwest insurance company
                  • Responsibility
 that “gets it.” An organization that’s great to do
                  • Courage
 business with, one that shares the values of those who
 live here, one that’s genuinely likeable. It’s the first
 choice of responsible people.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
“What do you see”




         • Integrity
         • Responsibility
         • Courage



                            "The Lesson"
So what’s new?

                    Stay focused!
                            Keep the main
                     thing, the main thing!




                        Health & fitness
                      Writing & sharing
                 Meaningful connections

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Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)

  • 1. Rod Brooks Vice President & Chief Marketing Officer, PEMCO Mutual Insurance Company Immediate Past Chairman - 2011 Word of Mouth Marketing Association
  • 2. Content intended to reflect brand Passionate Edgy • Integrity Timely • Responsibility Curious • Courage Helpful Engaging
  • 3. Our Vision • Integrity PEMCO is the Northwest insurance company • Responsibility that “gets it.” An organization that’s great to do • Courage business with, one that shares the values of those who live here, one that’s genuinely likeable. It’s the first choice of responsible people.
  • 5. “What do you see” • Integrity • Responsibility • Courage "The Lesson"
  • 6. So what’s new? Stay focused! Keep the main thing, the main thing! Health & fitness Writing & sharing Meaningful connections
  • 7. Health and fitness I’m resolved to remain standing on the scale until I lose weight! • Integrity • Responsibility • Courage
  • 8. Passion and metrics aren’t enough I’m resolved to change what I do NOW in order lose weight! • Integrity • Responsibility • Courage
  • 9. Embrace continuous learning • Integrity • Responsibility • Courage
  • 10. Five Principals: Word of Mouth Marketing • Integrity • Responsibility • Courage
  • 11. Creating content • Integrity • Responsibility • Courage
  • 12. Creating content • Integrity • Responsibility • Courage
  • 13. Cogs of “content excellence” Informative Interesting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
  • 14. Human approach • Integrity • Responsibility • Courage
  • 15. Human Approach Social Media Socially Engaged Voice of the Company Voice of the Customer Top-Down Control Bottom-Up Messaging • Integrity Company-Generated Consumer-Generated • Responsibility Messages • Courage Messages Infrequently Updated Continuously Updated
  • 16. Human approach Social Media Socially Engaged Voice of the Company Voice of the Customer Top-Down Control Bottom-Up Messaging • Integrity Company-Generated Consumer-Generated • Responsibility Messages • Courage Messages Infrequently Updated Continuously Updated
  • 17. Social engagement mantra “PEMCO’s success depends on the positive opinion of people like me. They listen, participate, • Integrity • Responsibility encourage and • Courage enable me to share with others.”
  • 18. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
  • 19. Are your marketing pants on fire? 76% of consumers believe companies are untruthful in their advertising. • Integrity • Responsibility • Courage source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  • 20. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Reality source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  • 21. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Reality source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  • 22. Trust lives in the community. 78% of global consumers say they trust recommendations• Integrity • Responsibility from other consumers • Courage source | Nielsen’s “Trust in Advertising” Report (2007)
  • 23. Moving from money to mouth Reason 2001 2002 2005 2007 2008 2009 2010 60% 62% 50% 50% 36% 40% 33% Price Referral and/or 10% 12% 17% 20% 22% 22% 32% Recommend Integrity • • Responsibility • Courage source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”
  • 24. Making meaningful connections • Integrity • Responsibility • Courage
  • 25. We are what they say we are! The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
  • 26. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  • 27. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  • 28. Awareness to Advocacy Filling The Gap With Content Touch points to talking points.
  • 29. “I know you” Initial: “I Know You” – Low Engagement 1) Familiar 2) Assessing & Evaluating 3) Consideration
  • 30. “I like you” Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
  • 31. “I like you” Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
  • 32. “I love you” Mature: “I Love You” – Active Engagement 1) Loyal 2) Relationship based 3) Recommendation behavior
  • 33. “I defend you” Mature: “I Defend You” – Active Engagement 1) Affinity 2) Proactive defender 3) Collaborative
  • 34. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations consistently and regularly.
  • 35. And remember… • Integrity • Responsibility • Courage
  • 36. Let’s connect! Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com

Editor's Notes

  1. Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and Immediate Past-Chairman of Word of Mouth Marketing Association (WOMMA)
  2. This video, prepared as a case study by PEMCO’s agency – DNA, Seattle – depicts the early months of our campaign in 2008.