The Digiday Digital Content Marketing Summit, held in Austin, Texas, from February 10-12, 2016, provided a forum for brands, publishers, agencies, and tech platforms to gather and talk about the current state and the future of digital content marketing. Find out what our experts found to be the most impactful takeaways to become a savvy brand that uses content marketing to reach targeted audiences along their journey.

1. Jonathan Ziegel
The Omni Barton Creek,
Austin, Texas

5. KEY TAKEAWAYS FROM:
THE BARBARIAN
GROUP
• Social content should be
produced for specific platforms
• Content stands out when it’s
used in ways that experiment
with the social feed or grid
• Avoid the pressure to be on
every single platform
• Be willing to try, experiment and
fail
• KIND Bars for being
#KINDAwesome
• Tweets sending thanks earned
recipients Kind Bars
• Influencers were encouraged to
visit HowKindOfYou.com and
engage with its content
**IMPLICATIONS FOR HEALTHCARE**
Modularize and repurpose “tried and true content”
for social media and other channels;
Brands must be responsive
to customer preferences and needs
Colin Nagy, Speaker
Case study:
HTTPS://VIMEO.COM/153544699

6. KEY TAKEAWAYS FROM:
TIFFANY’S
• Multichannel campaigns:
• Facebook for product-only posts
• Instagram to curate, edit best
stories
• Twitter for customer service
inquiries
• Define your spirit
• Life, beauty, curiosity, culture,
wit, charm and style
• Generate interest in cultural
moments
• Shout-outs during the Golden
Globes, SAG awards
• TV show: Scandal – product
placement & active Twitterbase
**IMPLICATIONS FOR HEALTHCARE**
Engaging with influencers and topical cultural
experiences in the shared consumer/health &
wellness space can develop trust and authenticity
for brands
“Love in 6 words” Twitter campaign

7. KEY TAKEAWAYS FROM:
KOHLER
• Ideas.Kohler.com — visual
content for lifestyle inspiration
• “Digital to In-person” model
• Not all products are for sale
online, i.e., Home Depot, Kohl’s
• Kitchen “Buying Guide”
• Instagram is a must-use
channel for its amazing
imagery
• Committee includes
Communications, Production,
PR and Creative
• Subject matter experts, not just
those with large online
followings
Inspiration
(mood board, articles)
Influencers
(Galleries, Home Tours)
Products
6 major trends, i.e., Black on Black
**IMPLICATIONS FOR HEALTHCARE**
Use infographics and data visualizing techniques to provide
difficult-to-understand medical information
on social media platforms

8. KEY TAKEAWAYS FROM:
BIRCHBOX
• You need to have flexibility and
willingness to fail
• Rapidly changing landscape
• Low business risk in social
• Merchandizing and Shipping do
not have the same luxury
• If you get good at telling
internal people what you’ve
learned, they’ll forgive your
losses more easily
• When Periscope didn’t work,
they tried 20 min videos on FB
Live! …and it crushed!
**IMPLICATIONS FOR HEALTHCARE**
Use video storytelling to explain difficult concepts:
disperse content around the web
to create a network, not just a single destination
“When you’re getting people to engage with your videos,
you don’t have to obsess over getting them to your website”
- Rachel Jo Silver, speaker
-

9. KEY TAKEAWAYS FROM:
SOUTHWEST
AIRLINES
• Accentuate your customers’
talents and passion points
• Make employees your best
content creators
• #SouthWestHeart
• Every seat has a story
• Rally around your customer
content that reinforces who you
are and what you represent
Meet Marty,
funny flight attendant
Hudson’s Big Day
**IMPLICATIONS FOR HEALTHCARE**
Leveraging the powerful voices of your patients,
caregivers, and supporting members of the healthcare
team can provide a more authentic view of your brands’
offering

10. KEY TAKEAWAYS FROM:
CAESAR’S HOTEL
& CASINO
• Keys to Blog.Caesars.com
• Start with search
• Hire exceptional writers
• Evergreen articles
• Authenticity is a great reason to
bring content in-house
• “Revenue is my metric. Spent
$10k, made $73k.” Boom.
**IMPLICATIONS FOR HEALTHCARE**
Employing outside journalists to cover internal events and
congresses provides an unbiased voice and authentic
coverage for an external audience

12. WE HAD ALITTLE FUN TOO...
Bringing in the Austin spirit with BBQ and games!