S E A S O N E D M A R K E T I N G
P R O F E S S I O N A L
• VP of Marketing AOL during turnaround
• Head of Industry Marketing at YouTube
• Product Marketing Manager at Google
• Marketing Columnist (Mashable, ClickZ,
Best-in-class branding strategies for high-
growth tech and media companies
There are no low-interest
categories, only low-interest ideas.
ANDREW ESSEX, VICE CHAIRMAN, DROGA5
MAKING “BRANDED CONTENT”
INSTEAD OF “CONTENT”
Make content your audience wants to watch –
ask them if you’re unsure!
7 Mistakes Killing Your Content Marketing
CREATING CONTENT IN JUST
One size does NOT fit all!
CONFUSING YOUR PRODUCT WITH YOUR PURPOSE
Stay true to the why of your brand
BEING TIME SENSITIVE VS. TIMELY
Create content with a shelf life
BUILDING YOUR HOUSE ON RENTED LAND
Don’t forget to invest in owned channels!
Take an always-on approach!
SHORT-SELLING YOUR RESPONSIBILITY
Marketing is a revenue-driver, not a cost center
THINKING TOO SMALL
Assume you have permission to make great work!