Nike Find Your Greatness Campaign

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Nike's Find Your Greatness was a brilliant marketing campaign that aired during the Summer Olympics. In my Marketing Communications class we broke down essentials to what made a great integrated marketing campaign and researched a campaign of our choice.

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Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022. The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences. As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers: ◾ Document their content marketing strategy ◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives ◾ Prioritize their audience’s informational needs over their organization’s sales message ◾ Differentiate their content from the competition ◾ Nurture subscribers/audiences/leads No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%). And, yes, challenges remain. The top challenges are: ◾ Creating content that appeals to multi-level roles within the target audience ◾ Accessing subject matter experts to create content ◾ Internal communication among teams/silos These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.

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