The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories

•

1 like•908 views

SB'14 San Diego: Mitch Baranowski, Founding Partner & Chief Creative Officer, BBMG Natasha Deganello Giraudie, CEO, Micro-Documentaries Chris Arnold, Director of PR, Chipotle Eduardo Balarezo, CEO and Founder, Lonesome George Geof Rochester, CMO, The Nature Conservancy This session takes a close look at the latest in content marketing, specifically the power of original digital content in communicating sustainability-driven brand values. With a diverse panel featuring a leading-edge brand case study, one of the few most influential NGOs, an entrepreneur partnering with MTV, and an expert film-maker, this session is designed for both breadth and depth. It is sure to equip attendees with specific knowledge and tools they can use to make the most out of content marketing in today's crowded media landscape.

Business Technology

06.03.2014Sustainable Brands San Diego
Why Consumers Love Brands that Tell Good Stories
The Value and Values of
Content Marketing
Mitch Baranowski @whichmitch @ItsBBMG

Geof Rochester, The Nature Conservancy
Eduardo Balarezo, Lonesome George
Natasha Deganello Giraudie, Micro-
Documentaries
Chris Arnold, Chipotle
Meet Your
Panelists
2

A show of hands, please.
How many screens in your life?
How many hours a day do you consume content?
How much do you spend per month?
Do you go directly to any brands for content?
3

From energy drink to
sports and entertainment studio
A Great Moment for Brands
7
From credit card to
small business platform

The Value and Values of Content Marketing Today:
Why Consumers Love Brands that Tell Good Stories
GEOF ROCHESTER, MANAGING DIRECTOR

NEED TO GO BEYOND THE CHOIR
/2
TNC = 1M
U.S. 18+ = 219M
Concerned = 127M
Engaged = 30M

LACK OF EMOTIONAL RESONANCE
/3
Religion 33%
Education 13%
Gifts to Grantmaking
10%
Unallocated Giving
10%
Human Services
9%
Public-society Benefit
8%
Health
7%
Arts, Culture, &
Humanities 4%
International Affairs
3%
Environment/Animals
2%

The Nature Conservancy (TNC)
/4
Protect & Restore
Transform by Valuing
Inspire and Broaden

STORIES TO SCALE
500 SCIENTISTS + 35 COUNTRIES = 700 PROJECTS
CONSERVING
CRITICAL LANDS
REDUCING IMPACTS OF
CLIMATE CHANGE
RESTORING
OUR OCEANS
SECURING
FRESH WATER

MEET PEOPLE WHERE THEY ARE
/6
Art
Food
Educati
on
Sports
Music
Water

S A V I NG TH E
A TL A NTI C R A I NF O R E S T
/10
MEGA BRANDS
MACY’S
•
•
•
•

EDUARDO BALAREZO
FOUNDER & CEO
@ED_BALAREZO
LONESOMEGEORGE.NET
15

AGENT OF CHANGE
CLASS 2013
COURAGE, COMPASSION AND ACTION
TO CREATE
SYSTEMIC, SUSTAINABLE AND SCALABLE
SOCIAL IMPACT
22

CTA CAMPAIGN TO TURN AWARENESS INTO
ACTION FROM THE GROUND UP.
COMPLEMENTED WITH SOCIAL MEDIA.
DIRECTED TRAFFIC TO ONLINE TOOLKIT TO
LEARN MORE AND SUBSCRIBE. 27

The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories

The document summarizes a workshop hosted by Rainforest Alliance to brainstorm a new global narrative around sustainability that appeals to consumers' shifting values around mindful living. Experts from various organizations presented on consumer trends showing people want brands with purpose that empower meaningful lives. Participants then engaged in creative ideation, developing concepts like "Radius" focusing on local communities and "The Good Collective" rewarding positive actions. The workshop aimed to inspire brands to communicate sustainability through everyday experiences that connect to happiness and continual improvement.

Media Owner Co-creation Solutions

Symbio Agency Ltd

Rajalakshmi Murugan_Li

Raji Murugan

Rajalakshmi Murugan has over 8 years of experience as a Scrum Master and Agile Coach working with clients like Cisco and Wipro. She is a Certified Scrum Master with experience helping teams transition to Agile methodologies. Her current role involves coaching multiple Scrum teams, educating organizations on Agile principles, and helping remove impediments for teams working on Cisco's Unified Contact Center Enterprise product.

Truong nhan su

co_doc_nhan

Learning from Cortex Command - The road to launching Planetoid Pioneers

Vlad Micu

SFCfinalartworkaugustEmmie Georgiou

Snapchat

Mo Krochmal

Snapchat is a mobile app launched in 2011 that allows users to share photos and videos that disappear. It gained popularity with its Stories feature in 2013, which links media together. Many businesses now use Snapchat to connect with younger users through behind-the-scenes content, coupons, giveaways and more. With over 100 million daily users spending 30 minutes on average, Snapchat provides opportunities for businesses to engage millennials on the platform through creative content.

Renewable Energy sources in the present world.

Gaurav Sharma

The document discusses transmedia storytelling as a way for brands to generate interest in their products and services. It defines transmedia storytelling as stories that unfold across multiple media platforms with each platform making a distinctive contribution. The document then provides examples of brands like Lego that have successfully used transmedia storytelling through developing characters and narratives that engage consumers across different media. It also outlines some of the challenges of using transmedia storytelling for brands, such as the perceived costs and complexity of execution, before concluding with recommendations around focusing on developing franchises rather than one-off campaigns and prioritizing the user experience.

Modernizing Iconic Brands in the Digital Age - Social Media Masters Summit

Digital Megaphone

Iconic brands Marie Callender’s, Orville Redenbacher’s and Reddi-wip have been adored by consumers for generations. But as a new era of shoppers comes of age, those brands are challenged to stay relevant. Conagra Brands is using a wide range of contemporary tactics and experiences to keep these brands fresh and dynamic. Jon Harris, Senior Vice President & Chief Communications Officer at Conagra Brands will share how his team is breathing life into these classics and reaching a targeted audience though customer listening, relationship building and unique experiences.

Napcor presentation

Hiebing

The native age v3

Newsmonkey

The document discusses the rise of native advertising and defines it as sponsored content that is relevant to consumers, not interruptive, and looks similar to the surrounding editorial content. It summarizes research conducted on consumer behaviors and attitudes toward native advertising versus traditional ads. The research found that younger generations have a strong preference for native advertising and are more likely to interact with brands online. It concludes that native advertising is effective for reaching younger audiences and is likely to continue growing as these generations age.

12 Global Brands & Local Markets

sexbomb

Global brands face challenges in expanding to new markets that have different cultures. While products that succeeded in Western markets in the past could sometimes be easily adapted to other countries, today's globalism requires understanding local differences. Companies must ensure their offerings are culturally appropriate for target markets. Both product-focused and culture-focused research are needed to understand consumers, but each has advantages and limitations. Successful companies coordinate globally while allowing local responsiveness in areas like product delivery and marketing.

Whirlpool Every Day, Care

Sidra Zia Butt

The document outlines Whirlpool's "Every Day, Care" brand campaign. The campaign aimed to shift perceptions of Whirlpool from a focus on products and features to emotional connections with families. It leveraged the power of family care rituals by showing how daily chores can be acts of love. The multi-channel campaign included videos, a laundry program, social media content, and earned media that resulted in increased sales, brand metrics, and social engagement. It was recognized with several marketing awards.

Seizing Moments of Microboredom: Driving Employee Engagement 2 Minutes At a T...

SocialChorus

Marketing_through_Crisis_08.04

MEDx eHealthCenter

Brands should focus on addressing basic physiological and safety needs during the crisis. People are feeling fear, confusion and need help staying safe at home. Brands can help by providing useful information, facilitating local conversations, and upskilling communities. Six principles should guide brand actions: empathy, generosity, utility, agility, leadership and authenticity to their brand. Examples of best practices include Headspace providing free meditation, Spotify fundraising for artists and Visa educating on handwashing. Tokenistic actions or profiting from the crisis should be avoided.

What’s Now, Next and New! John D. Ross Jr. from Pepsico presents Digital Stra...

SFIMA

Oh Shift

Drew/Walker

Content Marketing Presentation

Clémence Fontaine

This document discusses how content marketing is refining the digital landscape and allowing brands to stay ahead of competition. It provides several examples of brands that have successfully implemented content marketing strategies focused on storytelling, addressing customer needs, and inspiring consumers with their philosophy and social causes. Whole Foods, GE, Dove, and Coca-Cola are highlighted for how they leverage content marketing to build their brands in a way that goes beyond simply promoting products. The conclusion emphasizes that effective content marketing now requires rethinking a company's entire communication strategy and involving all branches to bring out creative ideas that can be embedded in people's everyday lives and culture.

let_them_eat_cake_abridged

akleanthous

This document summarizes a report about how mainstream brands can align with consumer values around environmental and social responsibility to build stronger brands and unlock commercial opportunities. It argues that deep shifts in consumer values have created opportunities for brands that recognize consumers' increasing demand for brands to have sustainability "built in". The report aims to provide a practical framework for marketers and businesses to understand their role and opportunities in pursuing sustainable development goals through a values-aligned approach to branding and marketing. It examines areas of common ground between business goals and sustainability, and proposes using environmental and social values to create more valuable brands that satisfy changing consumer demands and preferences.

The Art of Storytelling and Content Marketing In A Digital Age - Alice Tong, ...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Storytelling is an ancient tradition that goes as far back as the beginning of human civilisation. It is universal - we all love a good story. Stories are at the heart of content marketing, but what makes a story memorable? At a time where content is everywhere, how do we make our stories stand out? How can content marketers make use of digital tools and platforms to create interesting and immersive experiences for their audiences? In this session, I will attempt to answer these questions, and share some practical case studies of how we, at Economist Impact, tell our stories. Key Takeaways: - Why is storytelling important for content marketing - How to create impactful stories for your target audience - How to amplify your digital stories in effective ways

RipeDaily Media _2017

Barbara Lancaster

Content Marketing - a 360i Report

360i

Brands have always been content marketers in a sense, but with the changing digital landscape, content marketing is more important than ever. We define content marketing as the organization, creation and distribution of content to better connect with consumers or potential consumers. Birthed at the intersection of strategy, community and creative, “content” are those assets and experiences that, in aggregate, form the pieces of your brand’s story. This report outlines the key pillars to content marketing and advises marketers on how they can craft and execute successful content marketing programs.

Edge: Leading the content revolution

RetailOasis

RetailOasis are proud to announce a new partnership with Edge (www.edgecustom.com.au), one of Australia's leading content marketing agencies. With the proliferation of media channels, it's getting harder to truly connect with customers. We believe the future of communications is in content creation - engaging customers with your brand, through a meaningful story that leverages your own channels. In partnership with the NRA, Edge have surveyed some of Australia's biggest retailers to shed light on the key opportunities in this area.

Audience Intelligence — Learning About and Understanding Your Audience on Twi...

TechSoup

Hosted by TechSoup on March 23, 2022. https://events.techsoup.org/e/mn2ecz/ How to identify and understand Twitter audiences - practical examples from nonprofits. In this webinar, you’ll learn how to target niche audiences on Twitter and effectively implement them in your organic and paid campaigns. Digital specialist at WWF Emily McCoy will demonstrate how they successfully used Audiense to influence their audiences and subsequently inspire more ambitious policies to protect and conserve nature. Digital and social media insights strategist Edward Bass will present a study on identifying audiences and analyzing their sustainability and environmental conversation using Audiense and Pulsar.

How to make your next social media campaign the best one yet

Gertie Goddard

Conscious_Good_Building_A-Brand.pdf

Rachel Noonan

The Global Platform for Conscious Media and Entertainment called CGood TV aims to curate and create high-quality conscious media programming in order to remove the paradox of choice that consumers face in the fragmented media landscape. CGood TV will centralize, curate, and amplify meaningful programming focused on topics like health & healing, spirituality, nature, and social impact. The platform will utilize innovative technology, strong branding, and a community-focused approach to become the premier consciously curated streaming destination.

How a Breakthrough Product Portfolio Assessment is Changing Business Strategy...

The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories

Recommended

Recommended

More Related Content

Similar to The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories

Similar to The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories (20)

More from Sustainable Brands

More from Sustainable Brands (20)

Recently uploaded

Recently uploaded (20)

The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories