Goal: Build awareness & Influencers:
Wall Street Journal, acquire customers for bloggers, data viz Tableau’s software aficionados Who: Business analysts, Experience: Beautiful, usable UX. entrepreneurs, big data Interactive e.g. owners, Excel junkies Meaningful insights. Where: Press, Search, Social, ROI Comparison: Blogosphere, Brand advertising = too Tradeshows shotgun, too expensive
Goal: Build awareness in the
Influencers: Facebook friends, highly competitive NYC colleagues, family criminal law field Who: Anyone who might Experience: Enjoyable to read, influence anyone who’s easy to get through, ever arrested high quality info Where: Social, Blogosphere, ROI Comparison: Press, Search Paid search = too expensive, won’t reach the referral audience
Blogs Tweets Video Plugins UGC
Comments Comics Slide Decks Products Photos Infographics Animations CONTENT MARKETING! Services (aka anything you produce to earn awareness, likability & trust) UI Elements Physical Space APIs Print Material Ads Press Tools Events PDFs Food Data Platforms
Goal: Build awareness of cancer
Influencers: Seattle journalists, treatment center & earn mainstream media, support/donations friends & family Who: Northwest families and Experience: Emotional, positive, potential donors uncontroversial Where: Press, YouTube, ROI Comparison: social, search Brand advertising is an option and Children’s invests there today… This is an experiment.