This is not your mama’s marketing industry. In a world where virality is both out of reach and happening all the time, it’s harder and harder for marketers to get customers engaged with content. It is essential to optimize strategies with personalization, storytelling, and agility to give your customers what they want most and stand out in the monsoon of media. Backed by the most recent research and statistics in the industry, this session will give you the tools you need to implement digital tactics for a winning customer engagement strategy that makes a big impact.

1. MASTER
CLASS
Sarah Stapleton
MARKETING DIRECTOR
SHANGHAI CHEMPARTNER
Content Marketing
Master Class
NASHVILLE, TN ~ MAY 31 - JUNE 1, 2023
DIGIMARCONMIDSOUTH.COM | #DigiMarConMidSouth

2. Digital Tactics
to Drive
Engagement
Build a customer engagement
strategy that makes a big impact
S
AR
AH
S
T
AP
L
E
TON
MAR
K
E
T
ING
E
X
E
CU
T
I
VE
AND
I
NS
T
R
U
CT
OR

3. Sarah Stapleton
Marketing Director | Shanghai ChemPartner
13 years in B2B and B2C
Traditional and Digital
Pharmaceutical/Life Science Specialty
Digital Marketing Bootcamp Instructor at the University of Denver
in/SarahStapleton Sarah.LitUp@gmail.com

4. This is not
your mama's
marketing
industry
Shifting strategies to stand
out in a monsoon of media
Personalization
Social Responsibility
Storytelling
Content
Agility

5. Give your customers what’s
most important to them
Craft
Personal
Experiences

6. Good isn’t
good enough
Customers care about
the experience

8. 88%
of consumers say the experience a
company provides is as important
as its product or services

9. AND
88%
of US marketers see measurable
performance improvement thanks
to personalization

10. 71%
of consumers said they
switched brands at least
once in the last year

11. 0% 25% 50%
Better Deals
Product Quality
Customer Service
Product Availability
Convenience
Product Selection
Change of Needs
Why?
71%
of consumers said they
switched brands at least
once in the last year

12. Cookieless
Future
No more cookies ≠
No more personalization
As Google phases out third-party cookies,
marketers must be more thoughtful about
collecting and using customer data

13. Trust and loyalty are for socially
responsible businesses
Showcase
Your Brand
Values

14. 88%
of customers expect
companies to clearly
state their values

15. BUT
50%
of customers say
companies actually do
ONLY
88%
of customers expect
companies to clearly
state their values

16. Social
Responsibility
Impact
What influences a purchase decision?
Customer Treatment
Employee Treatment
Actions on Economic Injustices
Actions on Racial Injustices
Environmental Practices
Community Involvement

17. Ethical
Action
Key Opportunities:
• Encourage customers to
contribute ideas to future
social/ethical actions
• Incentivize participation in
sustainability efforts
• Allow customers to donate or
drive donations to a particular
cause

18. Attention spans are at all-time
low, and trends change fast
Optimize
Content &
Storytelling

19. The Big 12
Content Marketing Types
Blogs
Testimonials/
Reviews
Guides
Infographics
Whitepapers
Videos
Checklists
Case Studies
UGC
Memes
eBooks
Paid

20. What's your
readability?
Average reading level in the US:
7th - 8th grade
Flesch–Kincaid readability test and
automated readability index (ARI)
Tools to do it fast:
Hemingway App, WebFX, Readable

21. Virality is a
gamechanger
Reach wider audiences
and build connections
A battle-tested method
for brands of all sizes
Short-form
Video
YouTube Shorts, Instagram
Reels, and TikTok have
EXPLODED
The ultimate way to engage,
entertain, tap into trends,
and go viral with the least
amount of time and $$$
Create unique content, post
UGC, partner with
influencers, and promote
your brand

22. of marketers use
short-form video
1 3

23. of marketers will
increase or
maintain this year
90%

24. of marketers will
use SFV for the
first time in 2023
21%

25. TikTok
Love it or hate it
Either way - it gets results

26. 1 Billion
active users
A unique environment
at the forefront of
trends that influences
hearts and wallets
92% of users take an action
after watching a video
31% of the user base 25-34
#1 globally for ad equity
90% of users report app makes
them happy/is never boring
Average user spends 95min/day
on platform

27. Other Platforms
It’s choose your own adventure
Grandma’s favorite
Facebook
Biggest basket
Instagram
Learning and growing
YouTube

28. Time to recommit to customers
and focus on experience
Content
Strategies &
Trends

29. Lean into relatability,
emotions, and empathy
Add VALUE to customer
experience
Leverage data, AI, and
automation
Human-focused Content
Your customers are more than just a number

30. changed their content
strategy after the
pandemic
77% of B2B
marketers
changing their
audience targeting
and messaging after
the pandemic
70% of brands
reported
use content to
generate leads
79% of
companies
care about content
trustworthiness
79% of B2B
consumers
Consistency
Matters
Content Strategies Post-pandemic

31. Marketing tools to improve
efficiency and stay moving
Keep
Strategies
Agile

37. Q&A

38. Thank
You
Sources and
Statistics
State of Inbound Marketing Trends
Hubspot
State of the Connected Customer
Salesforce Research
Customer Engagement Research
Salesforce Research
50+ Important TikTok Stats Marketers
Need to Know in 2023
Hootsuite
The top 10 content marketing trends
for 2023
Adobe
If You Give a Marketer a Cookie...
They're Going to Want It Forever
Jenna Kimble
Tools
All Hashtag
Answer the Public
Influencer Mktg Hub
SEM Rush
Canva and VistaCreate
Hemingway App
WebFX
Readable