This document provides a strategic roadmap for content marketing success. It discusses how the traditional linear model of brand-media-audience has become a continuous model. The marketing funnel has evolved into an hourglass model with phases including awareness, consideration, intent, purchase, retention, loyalty and advocacy. Case studies are presented that demonstrate how different companies have used content marketing successfully at each stage of the funnel. The presentation concludes by emphasizing the importance of defining objectives, creating a content plan and execution strategy, and focusing on measurable results.
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
There are two main aspects to building long-term success on the web: discovering and solidifying your brand’s identity, and amplifying your brand’s message. The first step consists of conducting a brand audit, designing your visual identity and developing a unique positioning statement. The second step begins with a look at your brand’s ideal clients and current strategies, and then moves into creating client-focused content and promoting that content through a mix of paid and organic methods.
How To Generate More Leads with Your Content MarketingNewsCred
86% of B2B marketers use content marketing to attract and retain customers, but only four in ten think that their efforts are effective (CMI). We're teaming up with Marketo to give you the tools, tactics, and insights you need to make your content marketing a raving success — one your company will not be able to live without.
Website foundations for a good digital marketing planPeter Bui
Foundations that you need to look at before setting up a digital marketing plan and things to look out for in the future that will effect your digital strategy.
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
There are two main aspects to building long-term success on the web: discovering and solidifying your brand’s identity, and amplifying your brand’s message. The first step consists of conducting a brand audit, designing your visual identity and developing a unique positioning statement. The second step begins with a look at your brand’s ideal clients and current strategies, and then moves into creating client-focused content and promoting that content through a mix of paid and organic methods.
How To Generate More Leads with Your Content MarketingNewsCred
86% of B2B marketers use content marketing to attract and retain customers, but only four in ten think that their efforts are effective (CMI). We're teaming up with Marketo to give you the tools, tactics, and insights you need to make your content marketing a raving success — one your company will not be able to live without.
Website foundations for a good digital marketing planPeter Bui
Foundations that you need to look at before setting up a digital marketing plan and things to look out for in the future that will effect your digital strategy.
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
Product Marketing Fundamentals - Course Overview Carolyn Bao
Stats show that most businesses failed due to lack of product market fit. What is product market fit? How can an organization increase product market fit as it grows from 0 to 1 or scales from 1 to 100? What is the role of product marketing throughout the product life cycle that can help improve product market fit? The Clarity Product Marketing Fundamentals course will help you develop a holistic understanding of what PMM is and how it adds value to a company. You may have heard of these before, but how do they connect with each other and how can one utilize these: inbound product research and business cases, customer personas, product value proposition and messaging, product GTM planning and management, thought leadership content and more. (Course is currently taught in Chinese with English slides. Leave a comment if you'd like to have the course taught in English.)
Learn 7 key tips to content strategy to improve conversion, sales, and loyalty on your ecommerce website. Presented at the Internet Retailer 2016 conference by Alex Schmelkin, CEO, Alexander Interactive (Ai), and Joshua Nafman, Sr. Director Brand & Digital Marketing, KIND Snacks.
Designed to help retailers better reach and more deeply engage with their customers, this presentation includes:
• the fundamentals of content strategy plans
• how to avoid common traps with content
• examples of successes and failures from ecommerce content strategy
• how to establish successful ways for content will work across your site
• case studies about content challenges faced by retailers and content strategies that worked for their businesses
• ROI of content strategy
• content marketing monitoring and measurement
Session description:
Thu, June 09, 2016 11:00 am to 11:30 am
Content Strategy for Shopper Engagement, Entertainment and Education
Alex Schmelkin, Founder, Chief Executive Officer - Alexander Interactive
Joshua Nafman, Senior Director, Brand Marketing and Digital - KIND Snacks
Type: Main Conference Day 2
Track: Marketing: New Frontiers
Retailers are excited about the potential of content marketing. They are ready to jump on the bandwagon of distributing content and luring in customer with blogs, videos and social media posts, but oftentimes there are holes in their content strategy. Content strategy plans for the creation, delivery and governance of content. It is critical to get the fundamentals right and establish how content will work across your site. In this session, you will hear stories about the content challenges that retailers face, learn how they create content strategies that work for their businesses and how they measure ROI.
Verify Digital - Verified Lead GenerationMatthew King
Lead generation and verified leads from Verify Digital. Complete methodology from Understanding Brand & Target Audience through to Verified Leads. Visit www.verifydigital.me
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
18 Blogging Essentials For Newbies In The Blogosphere!Ayesha Ambreen
In the age of digital media, blog sphere serves as the business hub for marketers. It is the center-point of all marketing activities and allows brands to share their vision, mission, expertise and knowledge with the world - at a touch. But maintaining a blog is a full time job, it takes time, energy and skill to run a successful blog. Besides there are nitty-gritties of blogging that bloggers need to remember all the time. And this can be daunting for those new in the field.So to get newbies up and running in no time, here are some essentials of blogging that every blogger/marketer should know.
Know digital is important but don't know where to start or what tools to use? This presentation gives you a rundown of the top tools, how to use them most effectively and how to combine them in an effective campaign. You'll also get a peak at what's next with mobile, location-based marketing and social bridging.
Content Marketing and Content Matrix GuidelineJazman Barizi
Your guide for creating content matrix and also a bit about content marketing. Enjoy!
Source:
http://kevinrcain.com/resources/content-matrix/
http://kevinrcain.com/blog/
-
BXP DM 1516
Bluekai: Data Management Platforms (dmp) for PublishersBrian Crotty
Data Management Platforms for Publishers
By: BlueKai, February 2012
For Publishing Professionals
Publishers must come to terms with the fact that they're living in a world that has increasingly become more complex and data-driven. The notion that a publisher can create content, build an audience and sell inventory against that traffic no longer applies. Learn how a DMP can simplify the way publishers make money off their site while giving them the luxury of what they do best: providing great content for engaged audiences.
Audience Intelligence powered by Adobe Audience Manager MediaPost
The lines between publishing and marketing teams are blurring. How do organizations connect the dots from disparate data sources and deliver relevant, personalized experiences that drive audience engagement and insights? It starts by breaking down the data silos within your organization. See how Adobe and NBC Universal tackle this challenge.
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
Product Marketing Fundamentals - Course Overview Carolyn Bao
Stats show that most businesses failed due to lack of product market fit. What is product market fit? How can an organization increase product market fit as it grows from 0 to 1 or scales from 1 to 100? What is the role of product marketing throughout the product life cycle that can help improve product market fit? The Clarity Product Marketing Fundamentals course will help you develop a holistic understanding of what PMM is and how it adds value to a company. You may have heard of these before, but how do they connect with each other and how can one utilize these: inbound product research and business cases, customer personas, product value proposition and messaging, product GTM planning and management, thought leadership content and more. (Course is currently taught in Chinese with English slides. Leave a comment if you'd like to have the course taught in English.)
Learn 7 key tips to content strategy to improve conversion, sales, and loyalty on your ecommerce website. Presented at the Internet Retailer 2016 conference by Alex Schmelkin, CEO, Alexander Interactive (Ai), and Joshua Nafman, Sr. Director Brand & Digital Marketing, KIND Snacks.
Designed to help retailers better reach and more deeply engage with their customers, this presentation includes:
• the fundamentals of content strategy plans
• how to avoid common traps with content
• examples of successes and failures from ecommerce content strategy
• how to establish successful ways for content will work across your site
• case studies about content challenges faced by retailers and content strategies that worked for their businesses
• ROI of content strategy
• content marketing monitoring and measurement
Session description:
Thu, June 09, 2016 11:00 am to 11:30 am
Content Strategy for Shopper Engagement, Entertainment and Education
Alex Schmelkin, Founder, Chief Executive Officer - Alexander Interactive
Joshua Nafman, Senior Director, Brand Marketing and Digital - KIND Snacks
Type: Main Conference Day 2
Track: Marketing: New Frontiers
Retailers are excited about the potential of content marketing. They are ready to jump on the bandwagon of distributing content and luring in customer with blogs, videos and social media posts, but oftentimes there are holes in their content strategy. Content strategy plans for the creation, delivery and governance of content. It is critical to get the fundamentals right and establish how content will work across your site. In this session, you will hear stories about the content challenges that retailers face, learn how they create content strategies that work for their businesses and how they measure ROI.
Verify Digital - Verified Lead GenerationMatthew King
Lead generation and verified leads from Verify Digital. Complete methodology from Understanding Brand & Target Audience through to Verified Leads. Visit www.verifydigital.me
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
18 Blogging Essentials For Newbies In The Blogosphere!Ayesha Ambreen
In the age of digital media, blog sphere serves as the business hub for marketers. It is the center-point of all marketing activities and allows brands to share their vision, mission, expertise and knowledge with the world - at a touch. But maintaining a blog is a full time job, it takes time, energy and skill to run a successful blog. Besides there are nitty-gritties of blogging that bloggers need to remember all the time. And this can be daunting for those new in the field.So to get newbies up and running in no time, here are some essentials of blogging that every blogger/marketer should know.
Know digital is important but don't know where to start or what tools to use? This presentation gives you a rundown of the top tools, how to use them most effectively and how to combine them in an effective campaign. You'll also get a peak at what's next with mobile, location-based marketing and social bridging.
Content Marketing and Content Matrix GuidelineJazman Barizi
Your guide for creating content matrix and also a bit about content marketing. Enjoy!
Source:
http://kevinrcain.com/resources/content-matrix/
http://kevinrcain.com/blog/
-
BXP DM 1516
Bluekai: Data Management Platforms (dmp) for PublishersBrian Crotty
Data Management Platforms for Publishers
By: BlueKai, February 2012
For Publishing Professionals
Publishers must come to terms with the fact that they're living in a world that has increasingly become more complex and data-driven. The notion that a publisher can create content, build an audience and sell inventory against that traffic no longer applies. Learn how a DMP can simplify the way publishers make money off their site while giving them the luxury of what they do best: providing great content for engaged audiences.
Audience Intelligence powered by Adobe Audience Manager MediaPost
The lines between publishing and marketing teams are blurring. How do organizations connect the dots from disparate data sources and deliver relevant, personalized experiences that drive audience engagement and insights? It starts by breaking down the data silos within your organization. See how Adobe and NBC Universal tackle this challenge.
Data-Driven Marketing Roadshow Adobe - March 25, 2014DDM Alliance
Presentation by Adobe Audience Manager, Media Optimizer & Social - Benelux Samuel van Deth. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014
A VERY high level intro on the most common segmentation strategies that are used across many marketers as well as a audience testing framework for beginners.
The audience testing sheet that is included as a bonus, is a great tool for anybody that manages a Data management platform or does any audience testing across various media channels.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
The DMP 101 - Data Management Platforms ExplainedEddy Widerker
Learn more about what a DMP is, how it works, and why it is crucial in today's ad-tech space. Examples on how a DMP could benefit a brand or a publisher are included at the end.
A Digital Marketing Strategy for Spotify Maura Hickey
This is a digital strategy for Spotify, delving into a situation analysis, customer analysis, competitor analysis, external factors, objectives, digital marketing channels strategy and tactics, measurement and control and strategy implementation.
Bolster Your Visibility and Authority with Compelling ContentPardot
Join Danny Sehr (SVP Customers, Scribit) to learn simple techniques and steps that you will want to use immediately to start winning the content battle.
Social Media for Beginners and Advanced Social Media, Integrated Marketing Su...Integrate
Allie Herzog walks conference attendees through Social Media 101 introductory information and through more advanced material including..
-best practices in social media
-strategic content creation
-tools the experts use
-an organizational audit
-how to calculate ROI
-how to not let social media bog you down
Identiture is an innovation company with an integrated offering that delivers great experiences at every touchpoint. Our focus: \'Creating Future Brands\' that continually remain relevant to consumers in the digital world.
We are the world\'s première Sensory Branding + Future DeSign agency.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
Western Union's Journey to Customer LoyaltyChicago AMA
Jennifer Ramirez, VP, Global Customer Experience for Western Union presented "The Customer Journey: Owning the Moments that Matter" at Chicago AMA's Sunrise Executive Series breakfast January 22, 2015, in Chicago.
The Chicago AMA invites you to our annual Holiday Fundraiser as part of the Chicago AMA Gives Back program. The proceeds for this year’s fundraiser will go to UCAN to help Chicago area youth. Join us for appetizers, drinks, prizes, and holiday cheer as we celebrate 2014 while giving back to our local Chicago community.
Chicago AMA Gives Back Holiday CelebrationChicago AMA
The Chicago AMA invites you to our annual Holiday Fundraiser on December 9th as part of the Chicago AMA Gives Back program. The proceeds for this year’s fundraiser will go to UCAN to help Chicago area youth. Join us for appetizers, drinks, prizes, and holiday cheer as we celebrate 2014 while giving back to our local Chicago community. Register online at www.chicagoama.org.
Unleashing MarCom's Role In Strategy1_15_14Chicago AMA
Credibility, Visibility and Accountability Unleashing MarCom’s Role in Strategy Presentation presented by Rodrigo Sierra, CMO/SVP of American Medical Association to the American Marketing Association - Chicago Chapter at Sunrise Executive Series event held at Gibson's Bar 7 Steakhouse on January 15, 2014.
Data Driven Marketing by SimpleRelevanceChicago AMA
Learn how to overcome the biggest challenge with big data marketing: you aren't using your data to personalize your marketing communications. Use frequency optimization and advanced segmentation, using the information you already have!
AMA Momentum 2013 Solstice Mobile Innovation PresentationChicago AMA
Solstice's mission is to transform the way the world does
business through mobile. They provide
capabilities to allow larger corporations to embrace the
future, while providing a competitive advantage through
mobile technology, without introducing risk in their
existing environment. This presentation covers mobile-at-a-glance and in-depth.
Nonprofit SIG: Maximizing Volunteer ImpactChicago AMA
Activating Volunteers from Supporters to Advocates was presented by ESC at the Nonprofit SIG event on July 18, 2013. ESC is a nonprofit consulting resource strengthening other nonprofits and public agencies to serve their missions.
Nonprofit SIG - Finding, Training & Putting Talent to WorkChicago AMA
Activating Volunteers From Supporters to Advocates was presented by i.c. stars at the July 18, 2013 Nonprofit SIG event. Since 1999, i.c.stars has been identifying, training, and jump-starting technology careers for Chicago area low-income young adults who, although lacking access to education and employment, demonstrate extraordinary potential for success in the business world and for impact in their communities.
Nonprofit SIG presents World Sport ChicagoChicago AMA
This presentation on "Volunteer Management" was presented by World Sport Chicago at the July 18, 2013 Chicago AMA Nonprofit SIG event.
World Sport Chicago (WSC) is an independent 501c(3) non-profit organization that teaches positive values and leadership through sport. The organization acts on the belief that sport has the power to strengthen individuals, and in turn, Chicago’s communities. World Sport Chicago promotes programs and events as well as collaborates with several community partners, public agencies and Chicago’s professional sports teams to deliver impact and change.
Are you going to drown or prosper in the “post-data scarcity” world? Presented by Justin Massa, Founder & CEO, Food Genius at the September 9th Evening With Experts event held by the Chicago AMA at 1871.
1. A Strategic Roadmap to
Content Marketing Success!
"
AMA Chicago!
January 31,2013!
"
!
1!
2. partner!
Laura Chavoen mentor!
consumer!
Strategist! fan!
Senior Vice President geek!
Director of Digital Strategy
advocate!
MSLGroup, Midwest!
student!
2!
9. The Marketing Funnel Hourglass!
Awareness
Acquisi%on
Considera-on
Intent
Purchase
Reten%on
Support
Loyalty
Referrals
Advocacy
9!
Credit:
Jeremiah
Owyang
–
Al%meter
Group
10. The Marketing Hourglass!
Awareness
Considera-on
Intent
Purchase
Support
Loyalty
Advocacy
10!
Credit:
Jeremiah
Owyang
–
Al%meter
Group
11. Awareness!
Challenge!
Create interest and desire for product
supporting a new but still growing
marketing opportunity.!
!
Approach!
Hubspot offered branded books,
articles, videos and graphics to help
businesses understand the value of
content marketing. !
!
Key Takeaway!
Showing how content is both relevant
AND necessary, they created an
opportunity to provide solutions
through their software.!
!
11!
12. Consideration!
Challenge !
Differentiate Mint.com and stay top-of-
mind in a competitive landscape that
requires a significant amount of trust
and frequent interaction.!
!
Approach!
Mint offers news, articles, slideshows,
videos, guidelines and tips. The action-
oriented content encourages activity
and generates business intelligence.!
!
Key Takeaway!
By creating valuable information that is
easily accessible, Mint iterates their
user-friendly application, rooted in the
gathered data.!
12!
13. Intent!
Challenge!
Remain in the consideration set for
long-lead, competitive products.!
!
Approach!
GMʼs community stories, events and
support integrates products into the
experiences, creating opportunity to
build relationships between the
company, the dealers and the
audience.!
!
Key Takeaway!
By creating relationships through
local content, Dealers gain
permission to be a part of the
community.!
13!
14. Support !
Challenge!
Leverage data-driven learnings to extend the
reach of The Betty Crocker Kitchens across
channels.!
!
Approach!
Betty Crocker created a wide variety of
content published on their website, email,
social channels and in print, including video,
how-to articles and recipes addressing key
pain points. The program extended into full-
year real time engagement across channels.!
!
Key Takeaway !
The Betty911 program extends The Kitchensʼ
expertise with valuable, relevant and real-time
customer support around data-driven topics.!
14!
15. Loyalty!
Challenge!
Content structure offering valuable
resources to non-members that also
rewards and encourages membership.!
!
Approach!
AMEX Open encourages community
activity and engagement for earned
points, redeemable for premium content.!
!
Key Takeaway!
This actionable content provides rich
data and opportunities for targeted,
contextual content and integrated
products and services.!
15!
16. Advocacy!
Challenge!
Extend the outdoor experience
inside and online, creating and
supporting brand champions.!
!
Approach!
REI integrates content integrated
with relevant products, and creates
and nurtures relationships by
utilizing customers in content and
curating content from valued
external sources.!
!
Key Takeaway!
REI provides tools and content
for all audiences, from novice to
experienced explorers. !
16!
17. Purchase!
Opportunity!
Leverage customer browse,
purchase and review data to
drive preference.!
!
Approach!
Amazon uses our data to
present us with relevant content
(and products), at the right
moment, in the right context.!
!
Key Takeaway!
In addition to integrating brand
and customer content, they
provide a rich, consistent and
contextual experience. !
17!
18. Channel Integration!
Corporate Curated
Experiences Content
Content
Digital +
Social
Mobile
Networks
Channels
Brand
Content
Expert Customer
Content Content
Print Events
18!
23. Content Execution Plan!
Positioning: Curated Content, Not Constant Content.!
!
• Brand Perspectives, Resources: 4 per week!
Brand, Products • Customer Thoughts: 2 per week, with variation across topics!
& Services !
• In the News: 2 per week, or as relevant!
"
"
Influencers, • Influencer POVs: 1-2 per week (with follow-up when relevant)!
Advocates ! • Customer Profiles: 2 times per month!
"
Thought • Internal SMEs: 3 times per month, or as available!
Leadership,
• External Perspectives: 2 times per month, or as needed!
Innovation !
"
Frequency: 4-5 days a week!
Time of Day: To be determined based on metrics and to find the right cadence!
23!
30. The Leading Engagement Agency"
We are Publicis flagship consumer
engagement agency, with integrated
capabilities including public relations, public
MSLGROUP is the leading affairs, financial communications, social
media, branding, advertising and digital.!
communications and
engagement company in
Publicis Groupe - providing
clients with unbound
creativity and value in the
always-on conversation.!
!
30!