Content is a B2B brand’s currency to demonstrate relevance and, with emerging channels and interfaces like chat and voice, it’s bringing brands closer to their customers. But to succeed, company-driven content needs a more strategic approach that rebuilds a brand’s foundational and experiential elements.
The framework starts with your base brand story, tackles naming, nomenclature and voice and moves into content strategy and signature content including thought leadership, storytelling and content marketing. The engine underneath is training, governance and a modern content and communications organization.
Trends in B2B Marketing: Rebooting your Strategic Content and Communications ...Hannah Flynn
Content is a B2B brand’s currency to demonstrate relevance and, with emerging channels and interfaces like chat and voice, it’s bringing brands closer to their customers. But to succeed, company-driven content needs a more strategic approach that rebuilds a brand’s foundational and experiential elements.
The framework starts with your base brand story, tackles naming, nomenclature and voice and moves into content strategy and signature content including thought leadership, storytelling and content marketing. The engine underneath is training, governance and a modern content and communications organization.
The document summarizes how Bridgeway Software transformed its marketing department from a small, ineffective group to a strategic, results-driven function. Key changes included establishing foundational processes, controls and metrics; creating a content strategy through Bridgeway University; and generating qualified sales leads through integrated campaigns. These efforts led to substantial increases in key metrics like qualified leads and web traffic, strengthening Bridgeway's brand and pipeline.
Is Your Brand Creating Valuable Content? Mat Zucker
Many organizations struggle with content. Prophet and Altimeter believe in setting a content strategy first. Here are five questions to jumpstart a strategy towards valuable content.
Top 100 global engineering and construction brands Sumit Roy
Amongst the developed nations, the biggest growth is expected in the United States, whereas growth prospects in Europe remain rather bleakWestern European construction market is expected to be 5% smaller in 2025 than it was at its peak in 2007. Swiss ABB is this year’s biggest loser, falling 16% to US$4.5 billion, and the European housing bubble has undercut investors’ incentive to fund housing construction projects.
Larsen & Toubro is the biggest riser this year on the back of significant investment by India’s Modi government in all its core sectors. Its brand value rose by 36% this year to US$3.2 billion
Key engineering and construction brands, including Holcim and Lafarge have already started leveraging these megatrends by disposing of assets in Europe and investing more in Asia and other growth markets. 2014 saw collective brand values across the sector rise by 4% and enterprise values rise by 10%, with four of the five fastest rising brands being Chinese.
Should every recruitment business be a digital marketing agency? - #Rechangou...Colleague Software
Should every recruitment business be a digital marketing agency? - #Rechangout White Paper
Download here: https://www.colleaguesoftware.com/resources/white-papers/should-every-recruitment-business-be-a-digital-marketing-agency
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAG2 USA
G2 USA has transformed from its origins over a decade ago as the marketing services division of Grey Advertising. It is now a full-service brand activation agency comprised of expertise in various areas including branding, data analytics, experiential marketing, interactive, media, promotional, and relationship marketing. The document discusses how G2 maximizes brand commitment for clients by understanding it must be earned through integrated brand experiences across touchpoints. It emphasizes the importance of collaboration between its teams and an entrepreneurial spirit to continue evolving its services to meet changing client and market needs.
This document provides an overview of quantifying the impact of an organization's talent brand. It begins by defining key terms like employer brand and talent brand. It then outlines five steps to quantifying talent brand impact: learn the language, find your partners, measure what matters, beware of pitfalls, and get started. The document focuses on step three, providing examples of metrics to measure like social media follower quality, talent response rates, applicant quality, and time to hire. Visualizing these metrics over time can help demonstrate the impact of talent brand strategies.
Trends in B2B Marketing: Rebooting your Strategic Content and Communications ...Hannah Flynn
Content is a B2B brand’s currency to demonstrate relevance and, with emerging channels and interfaces like chat and voice, it’s bringing brands closer to their customers. But to succeed, company-driven content needs a more strategic approach that rebuilds a brand’s foundational and experiential elements.
The framework starts with your base brand story, tackles naming, nomenclature and voice and moves into content strategy and signature content including thought leadership, storytelling and content marketing. The engine underneath is training, governance and a modern content and communications organization.
The document summarizes how Bridgeway Software transformed its marketing department from a small, ineffective group to a strategic, results-driven function. Key changes included establishing foundational processes, controls and metrics; creating a content strategy through Bridgeway University; and generating qualified sales leads through integrated campaigns. These efforts led to substantial increases in key metrics like qualified leads and web traffic, strengthening Bridgeway's brand and pipeline.
Is Your Brand Creating Valuable Content? Mat Zucker
Many organizations struggle with content. Prophet and Altimeter believe in setting a content strategy first. Here are five questions to jumpstart a strategy towards valuable content.
Top 100 global engineering and construction brands Sumit Roy
Amongst the developed nations, the biggest growth is expected in the United States, whereas growth prospects in Europe remain rather bleakWestern European construction market is expected to be 5% smaller in 2025 than it was at its peak in 2007. Swiss ABB is this year’s biggest loser, falling 16% to US$4.5 billion, and the European housing bubble has undercut investors’ incentive to fund housing construction projects.
Larsen & Toubro is the biggest riser this year on the back of significant investment by India’s Modi government in all its core sectors. Its brand value rose by 36% this year to US$3.2 billion
Key engineering and construction brands, including Holcim and Lafarge have already started leveraging these megatrends by disposing of assets in Europe and investing more in Asia and other growth markets. 2014 saw collective brand values across the sector rise by 4% and enterprise values rise by 10%, with four of the five fastest rising brands being Chinese.
Should every recruitment business be a digital marketing agency? - #Rechangou...Colleague Software
Should every recruitment business be a digital marketing agency? - #Rechangout White Paper
Download here: https://www.colleaguesoftware.com/resources/white-papers/should-every-recruitment-business-be-a-digital-marketing-agency
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAG2 USA
G2 USA has transformed from its origins over a decade ago as the marketing services division of Grey Advertising. It is now a full-service brand activation agency comprised of expertise in various areas including branding, data analytics, experiential marketing, interactive, media, promotional, and relationship marketing. The document discusses how G2 maximizes brand commitment for clients by understanding it must be earned through integrated brand experiences across touchpoints. It emphasizes the importance of collaboration between its teams and an entrepreneurial spirit to continue evolving its services to meet changing client and market needs.
This document provides an overview of quantifying the impact of an organization's talent brand. It begins by defining key terms like employer brand and talent brand. It then outlines five steps to quantifying talent brand impact: learn the language, find your partners, measure what matters, beware of pitfalls, and get started. The document focuses on step three, providing examples of metrics to measure like social media follower quality, talent response rates, applicant quality, and time to hire. Visualizing these metrics over time can help demonstrate the impact of talent brand strategies.
The official event brochure for the Digital Content Leaders Masterclass. The event takes place on Tuesday 25th February 2020 at The Bridgewater Hall in Manchester.
Produced by the Marketing Masterclass Series in association with: Forward Role, Epiphany, Bind, Zazzle Media, Connective3, Positive, Smoking Gun, Woven and Digitaloft.
Visit the website for full details about #CONTENTMANC20
https://www.marketing-masterclass-series.com/
Marketing's role has shifted from solely owning a company's brand to sharing ownership with other departments like HR. As the lines between marketing and HR responsibilities blur due to digital transformation, marketing must adapt by leveraging its strategic skills to facilitate collaboration across functions and ensure all voices are heard. While brand ownership is shared, marketing retains influence through its understanding of stakeholders and ability to demonstrate commercial impact, positioning it to drive organizational change for growth.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
The document summarizes the results of an experiment run by MECLABS to optimize the lead generation process for a software company. Testing various pay-per-click ads, the researchers found that an ad emphasizing the product as the #1 on-demand solution with over 6,000 clients and a free trial outperformed the original ad and increased clickthrough rates by 21%. Looking holistically, the optimized path increased overall conversion 272% through improvements to the ad, landing page, and form.
This document provides information on various co-op advertising opportunities through the Wisconsin Department of Tourism for fiscal year 2014. It outlines new and returning programs including a social media program, online display banner program, deals listing on TravelWisconsin.com, email blast program, and print program. Advertisers can work directly with the Department's advertising agency, Laughlin Constable, to participate in these programs and promote their Wisconsin business or destination.
Vorian Agency PPC google adwords seminarMatt Lynch
Matt Lynch is the General Manager for Vorian Agency, a Perth - Western Australia based digital marketing company, Google Partner and Bing Ads Professional. This training seminar looks at the fundamentals of PPC using Google Adwords.
The Paid Media & Digital Advertising Leaders Masterclass will be held on September 24, 2019 at the Museum of Science and Industry in Manchester. It will feature a series of roundtable sessions and expert insights on trends, developments, and strategies in paid media and digital advertising. Attendees will learn through engaging discussions and networking with industry peers. The event is produced by Marketing Masterclass Series and supported by various digital marketing agencies.
Colling Media - Advanced Advertising Solutionscollingmedia
Colling Media specializes in connecting clients with effective media strategies across various platforms including television, radio, outdoor, display ads, search, social media and more to help increase revenue. Their services include paid search management, re-marketing, mobile and video advertising, conversion rate optimization, and reputation management. The document provides details on their approach and capabilities for each of these media channels and digital marketing solutions.
The official e-brochure for the Data, Analytics & Insight Leaders Masterclass (5th June 2018 in Manchester). Produced by Marketing Masterclass Series in association with: Acrotrend, Boxclever, Search Laboratory, The Data Shed, Adthena, Go Inspire, Forward Role Recruitment and icelolly.com
This document provides an overview of Intermarkets VML, an integrated creative agency. It discusses the agency's vision of engaging consumers in today's digital world. The agency has a global network across the Middle East, North Africa, Europe, Asia, and the Americas. It offers full 360 services including creative, media, PR, events, and more. Case studies are provided showing the agency's work on projects like brand launches, repositions, campaigns, and crisis management for clients in various industries.
Digital Leaders Masterclass 2018 - Official BrochureJohn McCambley
The Digital Leaders Masterclass will showcase a series of expert insights from industry leaders who will share their latest thinking on the big issues, industry trends and emerging developments that will shape digital strategy going into 2019 and beyond.
The event produced by the Marketing Masterclass Series will take place on Tuesday 6th November 2018 at the Museum of Science and Industry in Manchester. Full details are available on the website (see link below).
https://www.marketing-masterclass-series.com/digital-leaders-masterclass-digitalmanc18/
1) Concur sought to improve sales and marketing alignment through more efficient lead management and a systematic process for moving prospects through the sales funnel.
2) DemandGen helped implement a demand funnel taxonomy, lead scoring system, and nurturing content to better qualify leads and guide them through the funnel.
3) The results included improved marketing effectiveness and revenue generation, as well as strengthened rapport between sales and marketing teams.
We are a small agency with big talent
One thing that isn’t small is the range of services we offer. From creative concepts to campaign execution, our services cover all aspects of inbound and outbound advertising strategy.
Our programs are fully integrated;
Advertising on TV
Advertising on Radio
Cable TV Advertising
Outdoor Billboard Advertising
Digital Marketing
TV AD production
programs working together seamlessly to reach your target customers precisely at their moments of need.
One of the biggest benefits of a small agency is the strong bond we develop with our clients. We do the due diligence to understand your business and industry before we craft our strategy or creative, and every member of our team enjoys getting to know our clients personally.
Data & Digital Effectiveness Leaders Masterclass - Manchester 2019John McCambley
The official e-brochure for the Data & Digital Effectiveness Leaders Masterclass, which takes place at the Museum of Science and Industry in Manchester on 1st May 2019.
The event is produced by the Marketing Masterclass Series in association with Jaywing, WMG, twentysix, Search Laboratory, Loud Mouth Media, Go Inspire, KMP Digitata, Woven Agency and Forward Role Recruitment.
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
Bing makes up 30% of your pay-per-click portfolio.
Learn to optimize Bing to within an inch of its life.
Monitor budget split on Bing and Google: Drive volume and low-cost conversions across networks.
Maximize yield: Is your campaign reaching its full potential? Share Voice Metrics can give you actionable insight at every level.
Zero-effort optimization: Proactive Bid Recommendation tool identifies keywords "on the cusp of greatness".
Get really advanced: Bing Ads Intelligence changes the way you understand your business and your buyers.
In this deeply technical, hands-on webinar, Trada and Bing will show you how to maximize profitability on Bing Ads, while reaching 53 million unduplicated users.
Mobile is impacting businesses' digital destinations in two main ways:
1. Mobile-optimized websites are critical for engaging mobile customers. 57% of users won't recommend a business with a poorly designed mobile site, and 40% have gone to a competitor's site after a bad mobile experience. Businesses need to prioritize building a mobile website.
2. Branded mobile apps can also be used to enrich relationships with customers. 91% of top brands have an app presence, and apps should offer users entertainment, utility, or both to have lasting value. Location-based features and push notifications can help apps engage users in new ways.
SPD Media provides various digital marketing services to help drive extra sales for businesses, including website design and optimization, SEO, social media management, PPC advertising, and more. Their goal is to understand customers and help clients promote their business online to find new potential customers. Services are tailored for each client and include search engine optimization, content creation, social media engagement, analytics tracking, and paid advertising management.
PR & Social Leaders Masterclass (Official #PRSL16 Brochure)John McCambley
The PR & Social Leaders Masterclass will showcase a series of expert insights from five industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the PR, Social Media and Brand Comms landscape.
The masterclass will provide client-side marketers with a unique learning experience through a series of engaging roundtable sessions that will provide them with invaluable tips, strategies and guidance in being able to deliver an Integrated Brand Communications approach – where PR, Social, Content and SEO work closely together – Not in silos.
The Content Leaders Masterclass will showcase a series of expert insights from five industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the content marketing landscape.
The masterclass will provide client-side marketers with a unique learning experience through a series of engaging roundtable sessions, with The Co-operative Group’s Head of Digital & Social Media, Paul Morris, delivering the opening keynote speech.
When: Tuesday 26th January 2016
Where: The Castlefield Rooms, Manchester, M3 4LZ
Time: 9.00am to 1.00pm
With over 4 years of testing and tweaking different marketing initiatives in order to generate growth, I’ve helped B2C and B2B companies to validate their digital acquisition process.
Proficient with Adobe Creative Cloud suite and confident with HTML and CSS, I’m keen on delivering good user experience, by analyzing the main KPIs and designing different assets with the goal to improve the Customer Experience.
Hoping to find a role in which I can evolve as a full-stack marketer.
I’m feeling motivated by learning new ways of helping entrepreneurs and early-stage companies validate and grow their businesses.
M.A. in Marketing | Google Adwords Certified Advertiser | Inbound Marketing, Email Marketing and Content Marketing Certified | Social Media Manager | Graphic Design Certification
www.danielpirciu.com
Rethinking, Reimagining and Rebooting Digital MarketingG3 Communications
With 25 years of digital marketing under our belts, many brands and professionals have built rigid perceptions of what works best for what. The truth is, digital keeps evolving and we have to constantly rethink what is possible and what might even be overlooked.Backed by his latest research, long-time creative executive and digital strategist Mat Zucker will share how evolved enterprises can use various owned touchpoints (web, social, search, events, chat) in new ways.
Neil Hudspeth discusses HP's marketing strategies in an evolving digital landscape. He outlines HP's approach of building digital ecosystems through mobile and social media. This includes creating a unified HP brand across platforms, enhancing customer experiences through mobile, and establishing a pervasive social media presence. Hudspeth also addresses measuring success through metrics like sales, engagement, and brand value to define ROI within HP's digital ecosystem.
The official event brochure for the Digital Content Leaders Masterclass. The event takes place on Tuesday 25th February 2020 at The Bridgewater Hall in Manchester.
Produced by the Marketing Masterclass Series in association with: Forward Role, Epiphany, Bind, Zazzle Media, Connective3, Positive, Smoking Gun, Woven and Digitaloft.
Visit the website for full details about #CONTENTMANC20
https://www.marketing-masterclass-series.com/
Marketing's role has shifted from solely owning a company's brand to sharing ownership with other departments like HR. As the lines between marketing and HR responsibilities blur due to digital transformation, marketing must adapt by leveraging its strategic skills to facilitate collaboration across functions and ensure all voices are heard. While brand ownership is shared, marketing retains influence through its understanding of stakeholders and ability to demonstrate commercial impact, positioning it to drive organizational change for growth.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
The document summarizes the results of an experiment run by MECLABS to optimize the lead generation process for a software company. Testing various pay-per-click ads, the researchers found that an ad emphasizing the product as the #1 on-demand solution with over 6,000 clients and a free trial outperformed the original ad and increased clickthrough rates by 21%. Looking holistically, the optimized path increased overall conversion 272% through improvements to the ad, landing page, and form.
This document provides information on various co-op advertising opportunities through the Wisconsin Department of Tourism for fiscal year 2014. It outlines new and returning programs including a social media program, online display banner program, deals listing on TravelWisconsin.com, email blast program, and print program. Advertisers can work directly with the Department's advertising agency, Laughlin Constable, to participate in these programs and promote their Wisconsin business or destination.
Vorian Agency PPC google adwords seminarMatt Lynch
Matt Lynch is the General Manager for Vorian Agency, a Perth - Western Australia based digital marketing company, Google Partner and Bing Ads Professional. This training seminar looks at the fundamentals of PPC using Google Adwords.
The Paid Media & Digital Advertising Leaders Masterclass will be held on September 24, 2019 at the Museum of Science and Industry in Manchester. It will feature a series of roundtable sessions and expert insights on trends, developments, and strategies in paid media and digital advertising. Attendees will learn through engaging discussions and networking with industry peers. The event is produced by Marketing Masterclass Series and supported by various digital marketing agencies.
Colling Media - Advanced Advertising Solutionscollingmedia
Colling Media specializes in connecting clients with effective media strategies across various platforms including television, radio, outdoor, display ads, search, social media and more to help increase revenue. Their services include paid search management, re-marketing, mobile and video advertising, conversion rate optimization, and reputation management. The document provides details on their approach and capabilities for each of these media channels and digital marketing solutions.
The official e-brochure for the Data, Analytics & Insight Leaders Masterclass (5th June 2018 in Manchester). Produced by Marketing Masterclass Series in association with: Acrotrend, Boxclever, Search Laboratory, The Data Shed, Adthena, Go Inspire, Forward Role Recruitment and icelolly.com
This document provides an overview of Intermarkets VML, an integrated creative agency. It discusses the agency's vision of engaging consumers in today's digital world. The agency has a global network across the Middle East, North Africa, Europe, Asia, and the Americas. It offers full 360 services including creative, media, PR, events, and more. Case studies are provided showing the agency's work on projects like brand launches, repositions, campaigns, and crisis management for clients in various industries.
Digital Leaders Masterclass 2018 - Official BrochureJohn McCambley
The Digital Leaders Masterclass will showcase a series of expert insights from industry leaders who will share their latest thinking on the big issues, industry trends and emerging developments that will shape digital strategy going into 2019 and beyond.
The event produced by the Marketing Masterclass Series will take place on Tuesday 6th November 2018 at the Museum of Science and Industry in Manchester. Full details are available on the website (see link below).
https://www.marketing-masterclass-series.com/digital-leaders-masterclass-digitalmanc18/
1) Concur sought to improve sales and marketing alignment through more efficient lead management and a systematic process for moving prospects through the sales funnel.
2) DemandGen helped implement a demand funnel taxonomy, lead scoring system, and nurturing content to better qualify leads and guide them through the funnel.
3) The results included improved marketing effectiveness and revenue generation, as well as strengthened rapport between sales and marketing teams.
We are a small agency with big talent
One thing that isn’t small is the range of services we offer. From creative concepts to campaign execution, our services cover all aspects of inbound and outbound advertising strategy.
Our programs are fully integrated;
Advertising on TV
Advertising on Radio
Cable TV Advertising
Outdoor Billboard Advertising
Digital Marketing
TV AD production
programs working together seamlessly to reach your target customers precisely at their moments of need.
One of the biggest benefits of a small agency is the strong bond we develop with our clients. We do the due diligence to understand your business and industry before we craft our strategy or creative, and every member of our team enjoys getting to know our clients personally.
Data & Digital Effectiveness Leaders Masterclass - Manchester 2019John McCambley
The official e-brochure for the Data & Digital Effectiveness Leaders Masterclass, which takes place at the Museum of Science and Industry in Manchester on 1st May 2019.
The event is produced by the Marketing Masterclass Series in association with Jaywing, WMG, twentysix, Search Laboratory, Loud Mouth Media, Go Inspire, KMP Digitata, Woven Agency and Forward Role Recruitment.
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
Bing makes up 30% of your pay-per-click portfolio.
Learn to optimize Bing to within an inch of its life.
Monitor budget split on Bing and Google: Drive volume and low-cost conversions across networks.
Maximize yield: Is your campaign reaching its full potential? Share Voice Metrics can give you actionable insight at every level.
Zero-effort optimization: Proactive Bid Recommendation tool identifies keywords "on the cusp of greatness".
Get really advanced: Bing Ads Intelligence changes the way you understand your business and your buyers.
In this deeply technical, hands-on webinar, Trada and Bing will show you how to maximize profitability on Bing Ads, while reaching 53 million unduplicated users.
Mobile is impacting businesses' digital destinations in two main ways:
1. Mobile-optimized websites are critical for engaging mobile customers. 57% of users won't recommend a business with a poorly designed mobile site, and 40% have gone to a competitor's site after a bad mobile experience. Businesses need to prioritize building a mobile website.
2. Branded mobile apps can also be used to enrich relationships with customers. 91% of top brands have an app presence, and apps should offer users entertainment, utility, or both to have lasting value. Location-based features and push notifications can help apps engage users in new ways.
SPD Media provides various digital marketing services to help drive extra sales for businesses, including website design and optimization, SEO, social media management, PPC advertising, and more. Their goal is to understand customers and help clients promote their business online to find new potential customers. Services are tailored for each client and include search engine optimization, content creation, social media engagement, analytics tracking, and paid advertising management.
PR & Social Leaders Masterclass (Official #PRSL16 Brochure)John McCambley
The PR & Social Leaders Masterclass will showcase a series of expert insights from five industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the PR, Social Media and Brand Comms landscape.
The masterclass will provide client-side marketers with a unique learning experience through a series of engaging roundtable sessions that will provide them with invaluable tips, strategies and guidance in being able to deliver an Integrated Brand Communications approach – where PR, Social, Content and SEO work closely together – Not in silos.
The Content Leaders Masterclass will showcase a series of expert insights from five industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the content marketing landscape.
The masterclass will provide client-side marketers with a unique learning experience through a series of engaging roundtable sessions, with The Co-operative Group’s Head of Digital & Social Media, Paul Morris, delivering the opening keynote speech.
When: Tuesday 26th January 2016
Where: The Castlefield Rooms, Manchester, M3 4LZ
Time: 9.00am to 1.00pm
With over 4 years of testing and tweaking different marketing initiatives in order to generate growth, I’ve helped B2C and B2B companies to validate their digital acquisition process.
Proficient with Adobe Creative Cloud suite and confident with HTML and CSS, I’m keen on delivering good user experience, by analyzing the main KPIs and designing different assets with the goal to improve the Customer Experience.
Hoping to find a role in which I can evolve as a full-stack marketer.
I’m feeling motivated by learning new ways of helping entrepreneurs and early-stage companies validate and grow their businesses.
M.A. in Marketing | Google Adwords Certified Advertiser | Inbound Marketing, Email Marketing and Content Marketing Certified | Social Media Manager | Graphic Design Certification
www.danielpirciu.com
Rethinking, Reimagining and Rebooting Digital MarketingG3 Communications
With 25 years of digital marketing under our belts, many brands and professionals have built rigid perceptions of what works best for what. The truth is, digital keeps evolving and we have to constantly rethink what is possible and what might even be overlooked.Backed by his latest research, long-time creative executive and digital strategist Mat Zucker will share how evolved enterprises can use various owned touchpoints (web, social, search, events, chat) in new ways.
Neil Hudspeth discusses HP's marketing strategies in an evolving digital landscape. He outlines HP's approach of building digital ecosystems through mobile and social media. This includes creating a unified HP brand across platforms, enhancing customer experiences through mobile, and establishing a pervasive social media presence. Hudspeth also addresses measuring success through metrics like sales, engagement, and brand value to define ROI within HP's digital ecosystem.
The document provides guidance on pitching talent brand initiatives to CXOs. It emphasizes that C-suite support is crucial, and recommends arming yourself with data on your company's current talent brand performance and the potential benefits of improvement. Specific tactics suggested include highlighting relevant business challenges, showcasing case studies of other companies that strengthened their talent brand, and offering a clear pathway for building talent brand through LinkedIn and employee engagement. The overall goals are to reduce costs, boost retention, and attract more high-quality candidates.
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
The document discusses an agency called FRWD that specializes in accelerating growth for clients through small, continuous improvements rather than large initiatives. Their approach focuses on deeply understanding target consumers, connecting with them directly through various channels, and testing and learning from experiments to improve programs over time. They have helped clients across digital media, content, mobile, and other areas, generating significant increases in engagement and sales.
Participation Marketing will convince business leaders to think hard about employee advocacy as a business strategy that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee engagement, retention, and increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant brand stories.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
MindRocket Media Group Capabilities DeckFinanceMRMG
As experts in K-20 education and workforce training thought leadership, our team can effectively help you communicate and execute your organizational vision. By engaging in our holistic “Customer Journey” approach we help you connect with the right target audience making every word and every moment count. We connect the dots from messaging to sales and operations by drawing upon current domain expertise and industry experience while leveraging our well-established industry relationships. We are experts in organizational growth strategies, audience communications, media production, and networking. We remove artificial barriers to provide integrated strategies and support that positively impact end-to-end product lifecycles in K-20 education and workforce and education technology.
This document provides a marketing strategy and checklist for 2021, outlining 5 core elements: 1) a well-defined brand story and positioning strategy, 2) powerful messaging, 3) a branded content strategy, 4) a thoughtful website strategy, and 5) implementation planning. It discusses each element in detail and provides questions to help define the brand story, positioning, messaging, content, website experience, and implementation plan to prepare for future opportunities.
Brandemix Employer Branding, Marketing and CommunicationsJody Ordioni
Brandemix is a branding, advertising, and marketing firm established in 2005. They offer end-to-end branding and marketing programs through a team of strategists, creative specialists, and digital experts. Their process involves extensive research, defining the brand identity and vision, developing strategic and creative plans, and implementing multi-channel campaigns. They provide services including branding, advertising, public relations, corporate communications, social media marketing, and employer branding.
Our mission at The Faction Agency is to amplify every client's business objectives—from market share gains to increased sales revenue—with powerful brand equity.
Our commitment to achieving a new standard of excellence with every client sets our business apart. It's what keeps us tapped into what’s going on in today’s technology-driven markets so we can help our clients influence what comes next to achieve real and lasting success.
Align to Accelerate | The 10 Essential Elements of Successful Sales and Marke...Jeff Leo Herrmann
At Start Up Scale Up we covered the 10 essential elements to driving results through sales and marketing alignment. We review the strategy and tactics on content's role in driving sales productivity.
Digiapolis is an interactive web development and marketing company focused on delivering opportunities to your business bringing bold marketing ideas, an effective use of technology, and a passion for execution.
EarlyWMC is a full-service marketing agency that was co-founded by Neal Fullman and Laurence Alexander to provide outsourced marketing solutions for companies. They aim to help clients accelerate sustainable commercial growth faster than if working alone. EarlyWMC provides strategic planning, creative services, digital marketing, public relations, and other services through flexible resourcing models. Their goal is to help clients achieve exponential market penetration and growth through outcome-focused solutions aligned with strategic goals and return on investment.
The 10 Essential Elements of a Well Aligned Sales and Marketing TeamJeff Leo Herrmann
Is your sales and marketing organization aligned for success? Today we reveal the 10 essential elements to sales and marketing team collaboration - leading to success.
Branding is important for business success and involves establishing positive associations with a brand through tools like positioning, design, marketing and advertising. It should inform all business decisions. The branding process involves five phases - defining and assessing the brand, holistic strategic planning, developing a creative approach, executing the plan, and measuring results. Brand extensions involve using an existing brand name to enter new product categories or markets in order to leverage brand equity and increase profits, but they also carry risks like confusing consumers or hurting the parent brand's image if not executed properly.
Jennifer Ash is a marketing director with over 10 years of experience in creative project management, sales, client communication, and developing marketing strategies. She has worked in various roles for companies such as Advantage MediaGroup, Gray Collective, Wrangler Jeans, and Dr Pepper Snapple Group.
The document discusses branding and brand strategy. It defines branding as creating a total experience using communication channels to forge an emotional connection. Brand strategy is managing the total experience by knowing who you are, what you're saying, and your market position. Branding builds loyalty in customers and employees and leads to increased company value, sales, lead generation, and cost and time savings. Developing a brand involves brand messaging like mission/vision statements and brand positioning, as well as brand presentation through materials and touchpoints like websites, spaces, print, and broadcast media. Case studies show branding leading to increased company value through acquisition, higher sales through new locations, and cost savings over time.
Rethinking and Remixing Content: Society of Scholarly Publishers Panel 2013Michael Cairns
Michael Cairns is a publishing and media executive with over 25 years of experience in business strategy, operations, and technology implementation. He established Information Media Partners in 2006 to provide boutique strategy consulting to information and education publishers. The presentation discusses challenges publishers face in rethinking and remixing content in the digital age, including reliance on documents, underinvestment in metadata, and inflexible processes. It advocates for programmatic strategic evaluation of content and formats, engaging content distribution platforms, and improving metadata to support flexible, customized content delivery across multiple channels.
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In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
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On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
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Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
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#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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• Google now uses AI to generate answers.
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How to find topics that algorithms love
How to get AI to mention your content and your brand
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Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Embark on style journeys Indian clothing store denver guide.pptx
Trends in B2B Marketing: Rebooting your Strategic Content and Communications - A Formula for an Evolved Enterprise
1. Rebooting your Strategic Content
and Communications: A Formula
for an Evolved Enterprise
Mat Zucker Hannah Flynn
With: Moderated by:
TO USE YOUR COMPUTER'S AUDIO:
When the webinar begins, you will be connected to audio
using your computer's microphone and speakers (VoIP). A
headset is recommended.
Webinar will begin:
9:30 am, PST
TO USE YOUR TELEPHONE:
If you prefer to use your phone, you must select "Use Telephone"
after joining the webinar and call in using the numbers below.
United States: +1 (213) 929-4212
Access Code: 345-625-277
Audio PIN: Shown after joining the webinar
--OR--
2. 2
Click on the Questions panel to
interact with the presenters
3. About Mat Zucker
Partner, Digital, Prophet
Mat Zucker is a Partner at Prophet, a global growth consultancy. Mat manages the firm's Digital Discipline, and Communications
and Content Strategy offerings. Prior to Prophet, Mat was Global Executive Creative Director at Razorfish, Chief Creative Officer
at OgilvyOneNew York and Executive Creative Director at R/GA and Agency.com. Mat has served on multiple creative and
marketing juries, including Caples, Cannes Lions, Effie, and as a member of the American Express Digital Advisory Board. A
graduate of Cornell University, he started as a copywriter in advertising, speaks and writes regularly in the industry, including
Forbes.com, Content Management Institute, eContent and MarketingProfs. Mat is co-author of Altimeter’s report Key Elements
of Building a Unified Content Strategy.
About Hannah Flynn
Site editor, B2B Marketing Zone
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites such as
Product Management Today, B2B Marketing Zone, and Customer Experience Update.
5. 5
Prophet believes there is
a better way to grow
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Our expertise spans three key areas
BRAND + CUSTOMER
EXPERIENCE
How can we revitalize our brand?
How can we reposition our brand
relative to emerging competitors?
How can we leverage customer
experience as a growth lever?
DIGITAL
TRANSFORMATION
How do we leverage digital
disruption to win?
How do we create the right digital
experiences for our customers?
What new and improved products
and services can we create with
digital tools and data?
GROWTH
ACCELERATION
Where should we look for our
next wave of growth?
Who are my most valuable customers
today and in the future?
What is the right set of moves to drive
growth quickly and profitably?
6. 6
What might your
enterprise look like if it
had been designed in
the last 20 years?
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
BEFORE 1995 DIGITAL AGE
Operations
Physical access
Broadcast
Service
Differentiation
Loyalty
Hierarchy
Big bang
Customers
Digital touchpoints
Interaction
Experience
Relevance
Engagement
Flat
Iteration
7. 7
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Articulate the brand
Brand promise, purpose & principles
Brand manifesto
Brand narrative
FOUNDATIONAL EXPERIENTIAL
Define the expression
Messaging themes
Brand voice
Names & nomenclature
Portfolio thread
Engage through content
Content strategy
Thought leadership
Signature Stories
Brand Acts
Content marketing & campaigns
Engagement strategies
Operationalize
Data
Training
People
Process
Platforms & tools
This is forcing a shift in how companies need to evolve
their Strategic Communications
8. 8
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Articulate the brand story
Brand promise, purpose & principles
Brand manifesto
Brand narrative
FOUNDATIONAL EXPERIENTIAL
Define the expression
Messaging themes
Brand voice
Names & nomenclature
Portfolio thread
Engage through content
Content strategy
Thought leadership
Signature Stories
Brand Acts
Content marketing & campaigns
Engagement strategies
Operationalize
Data
Training
People
Process
Platforms & tools
1. Let’s start with building
your Brand Story
9. 9
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
A brand manifesto is a short, emotive rallying cry that articulates the spirit, intention and
vision encapsulated by the strategy
COMMONKEYCOMPONTENTS
10. 10
A brand narrative is a longer, more
detailed tool that grounds the strategy
or vision in business capabilities and
proof points
HOW(PROOF)WHERE
11. 11
Where your brand story lives
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Internal: Signage and Environments; Employee materials – recruiting and onboarding
External: Website, Social, Creative Briefs for Execution
12. 12
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Video to enhance storytelling of the
new brand
High level infographic to
showcase company scale &
impact
Additional call to action driving to
the “About Us” page
New company Mission clearly
called out
13. 13
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
How well do you think you are using your
About section on your web site?
14. 14
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
3M Citigroup Guardian Life MetLife Starbucks
Abbott Coca-Cola Home Depot Microsoft Swiffer (P&G)
Accenture Colgate (brand) Honda Motor Nestle Target
Adidas Colgate-Palmolive HP Netflix The Clorox Company
Alphabet Costco IBM Nike TIAA
Amazon Cushman & Wakefield Intel Nordstrom Tide
American Express CVS Health Johnson & Johnson Patagonia Toyota Motor
Anthem Deere JP Morgan Chase Pepsico Unilever
Apple Delta Kroger Procter & Gamble United Health Group
AT&T Disney Lockheed Martin Salesforce.com UPS
Bank of America Exxon Mobil Lowe's Samsung USAA
Ben and Jerry's Facebook LVMH SAP Verizon
Berkshire Hathaway FedEx Maersk Schneider Electric VISA
BMW GE Marriott Shire Walmart
Boeing Genentech (Roche) Mayo Clinic Singapore Airlines Warby Parker
Caterpiller General Mills McDonald's SONY Wells Fargo
Charmin (P&G) General Motors McKesson Southwest Airlines Whole Foods Market
Chevron Gilette (P&G) McKinsey St. Jude Medical (Abbott) Zurich Financial
Chick-Fil-A Goldman Sachs Merck
21. 21
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Articulate the brand story
Brand promise, purpose & principles
Brand manifesto
Brand narrative
FOUNDATIONAL EXPERIENTIAL
Define the expression
Messaging themes
Brand voice
Names & nomenclature
Portfolio thread
Engage through content
Content strategy
Thought leadership
Signature Stories
Brand Acts
Content marketing & campaigns
Engagement strategies
Operationalize
Data
Training
People
Process
Platforms & tools
2. Define the expression
22. 22
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Messaging themes are the middleware between your strategy and your content experiences, balancing what
you want to say with what your audience wants to hear. The biggest ideas driving the brand converted into
guidance that flexes across topics and audiences.
23. 23
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Voice principle and tactics
Before and after examples
Brand voice helps to guide the creative, stylistic aspect of how a brand writes and
speaks, translating an organization’s personality or DNA into actionable guidance
24. 24
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Articulate the brand story
Brand promise, purpose & principles
Brand manifesto
Brand narrative
FOUNDATIONAL EXPERIENTIAL
Define the expression
Messaging themes
Brand voice
Names & nomenclature
Portfolio thread
Engage through content
Content strategy
Thought leadership
Signature Stories
Brand Acts
Content marketing & campaigns
Engagement strategies
Operationalize
Data
Training
People
Process
Platforms & tools
3. Engage through (Signature) Content
25. 25
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
A framework for Content Strategy
26. 26
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
Start with your vision for content
“We are going to be the
Red Bull of travel and
hospitality content”
“We will help current and
prospective customers make
investment decisions by providing
thought leadership & expertise,
leveraging content as a currency for
engaging with them”
“We will use our stories to
earn the trust of our
customers, inspire loyalty and
activate brand preference”
27. 27
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
Shire: Content Strategy Foundation 17Proprietary and confidential. Do not distribute.
ERIC
HEDGE FUND MANAGER
WITH A HIGH VOLUME
INVESTMENT INTEREST IN
SHIRE
OVERVIEW
Eric is a manager at a large hedge fund
that evaluates companies like Shire with
a long-term, high volume investment
focus. Eric is busy with high demands
on his time, so he’s always looking for
ways to learn what he needs to know as
quickly and effectively as possible.
As an investor with a longer term focus,
Eric and his team of analysts are
extremely dedicated to conducting a
great deal of research up-front.
However, they also continuously
engage with content from companies
like Shire to monitor the stability and
forward-looking projections of the firms
they invest in.
WHAT’S AT STAKE
“Why should I trust you
with my money?” MEETING CONTENT DESIRES
What types of content does/could Shire
produce to meet this audience’s key
content desires?
KEY QUESTIONS FOR CONTENT STRATEGY
KEY CONTENT DESIRES
• Comprehensive: Eric knows the types of data he
needs—he wants performance reports that are easy to
find and digest, with key data all in one place
• Honest and Transparent: Eric wants to trust all
reporting—even if a trial didn’t go as expected, he
prefers a company be open and forthcoming about it
• Contextually Relevant: Eric is concerned with the
bigger picture—companies should address news,
legislative, or contextual issues to avoid “headline risk”
PEOPLE HE TURNS TO
WHERE HE LOOKS
PAINPOINTS AND OPPORTUNITY AREAS
HOW HE ENGAGES WITH CONTENT
WHAT HE WANTS TO KNOW
PERFORMANCE & TARGETS
Eric wants to know how a company like
Shire performs currently, historically
and with trajectory—from its ability to
meet current sales targets to forward-
looking projections
PIPELINE & DEVELOPMENT
Eric will thoroughly investigate Shire’s
pipeline and ability to bring it to market;
he will also look at competitors with
similar drugs in development
NEWS & MARKET DYNAMICS
Eric is acutely aware of broader market
dynamics, legislative news, and overall
trends that may shape his opinion of a
company’s future stability
Eric uses Shire’s investor data
and reporting as a key primary
source for performance and
projections. However, he also
examines a significant amount of
third party content, including
other analyst/investor reports,
industry-specific newsletters,
and general news/media
coverage.
• Focusing on What’s Changed: Eric doesn’t like sifting
through the same information twice—especially in
performance reports—and wants companies to instead
focus on key changes, what’s different from the last
report, or any new trends
• Getting Past the “Sugar Coating”: Eric believes the
numbers are what hold the ultimate truth, and hates
having to sift through “sugar coated” company reports if
something didn’t go as expectedDAILY DAILY INFREQUENTLY
OTHER
ANALYSTS
BUY-SIDE
CLIENTS
SHIRE
LEADERSHIP
ALLEVIATING PAINPOINTS
What types of content does/could Shire
produce to alleviate key painpoints for
this audience?
CREATING INTERNAL VALUE
How might the content we produce for
this audience be used to create value
for internal audiences as well?
BUY-SIDE
INVESTOR
Shire: Content Strategy Foundation 19Proprietary and confidential. Do not distribute.
JILL
LAB TECHNICIAN FROM A
MID-SIZED BIOTECH
COMPETITOR
OVERVIEW
Jill is a lab technician at a mid-sized
biotech firm. She has 10 years of
experience through different firms in
biotech and biopharma, but she is
considering new opportunities because
she is looking for a place where she can
both grow in her career and actually see
the impact of her work.
As a job seeker with experience, Jill
knows what she is looking for in a new
job and doesn’t want to risk a bad
choice. She is willing to tap every
resource at her disposal to ensure she
makes the right choice.
WHAT’S AT STAKE
“Would working at Shire
be better than my current
situation?”
KEY QUESTIONS FOR CONTENT STRATEGY
KEY CONTENT DESIRES
• Authentic: Jill wants to know that she is not absorbing
“company-speak.” She needs an authentic view into the
company and is willing to verify sources to ensure it
• Multifaceted: Jill wants to know what she is getting out
of the company—not just what she is adding—from its
reputation to technological expertise
• Broadly Accessible: As a candidate busy with a job and
family, Jill wants to access career resources seamlessly
in a variety of situations on her different devices
PEOPLE SHE TURNS TO
WHERE SHE LOOKS
PAINPOINTS AND OPPORTUNITY AREAS
HOW SHE ENGAGES WITH CONTENT
WHAT SHE WANTS TO KNOW
CAREER GROWTH & REWARDS
Jill wants to fuel her success, and is
concerned with her immediate and
long-term growth as well as the holistic
benefits at her new potential new firm
COMPANY CULTURE
Jill knows that she wants a firm with a
mission and values that she aligns
with; she also wants to be around
others who share those values
JOB CONTENT & ROLE
Jill wants to know that her day-to-day
experience will be a good fit for her
goals and skills, and she wants clarity
in the structure of who she would be
working with
Jill takes an exhaustive
approach to content. While she
turns to Shire as a primary
source, she looks to validate any
information she finds through
“real employee” accounts on
Glassdoor, LinkedIn, or through
her personal network.
• Identifying the Right Job Fit: When looking at firm with
an unfamiliar organization structure, it can be hard for Jill
to find the correct job postings or even departments to
get the most accurate view of where she would fit
• Gaining an Inside Perspective: As a job seeker, it is
difficult for Jill to know if firm created content is a reliable
source of information so she cross verifies research—but
even then she knows that it is hard to see an actual
employee’s point of viewCONSISTENT
CONSULTATION
MOMENTS OF
DECISION
MOMENTS OF
OUTREACH
FAMILY AND
FRIENDS
PROFESSIONAL
NETWORK
RECRUITERS
EXPERIENCED
HIRE
MEETING CONTENT DESIRES
What types of content does/could Shire
produce to meet this audience’s key
content desires?
ALLEVIATING PAINPOINTS
What types of content does/could Shire
produce alleviate key painpoints for this
audience?
CREATING INTERNAL VALUE
How might the content we produce for
this audience be used to create value
for internal audiences as well?
Shire: Content Strategy Foundation 21Proprietary and confidential. Do not distribute.
m
KATE
WRITER AT A PUBLICATION
COVERING SCIENCE,
INNOVATION, AND TECH
OVERVIEW
Kate is a journalist at a magazine that
covers science, innovation, and
technology. They produce primarily
online content and publish a selection of
pieces daily. The rigorous schedule
means that Kate is constantly on a tight
deadline and leans on known resources
to get reputable content quickly.
Kate is most interested in getting an
exclusive or unique angle that she
knows her readers will dig into. Her
editor tracks her articles’ performance
statistics so she knows what will go
over well with her readers. That being
said, Kate is first and foremost a writer
because she loves the job so she
always prefers stories that interest her
personally.
WHAT’S AT STAKE
“What would be
interesting and fresh for
my audience?”
KEY QUESTIONS FOR CONTENT STRATEGY
KEY CONTENT DESIRES
• Shareable and Interesting: Kate balances her interests
with the interests of her readers—she seeks content that
is both shareable for them and interesting for herself
• New or Exclusive: Kate wants to have some kind of new
angle into her stories—nothing that has been overdone
and no old news unless she has an interesting angle
• Open and Direct: Kate wants content to feel transparent
and comprehensive—she’s willing to dig for more, but
doesn’t want to feel like there is too much red tape
PEER INTERACTIONS
WHERE SHE LOOKS
PAINPOINTS AND OPPORTUNITY AREAS
HOW SHE ENGAGES WITH CONTENT
WHAT SHE WANTS TO KNOW
STUDY RESULTS & DISCOVERIES
As a science, innovation, and tech
journalist, Kate is interested in stories that
are at the forefront of what’s happening—
that are breakthrough or first of its kind
IMPACT & SOCIETAL APPLICATION
Kate wants to write pieces that resonate
with her readers so she is interested in
knowing how it effects the general public
and why they should care
EXPERT AVAILABILITY & OPINION
Kate prefers direct access to expert
sources who would know details of the
studies. She wants to know who they
might be and if she can access them
Kate is on a time crunch with her
publication cycle but is still
exhaustive in the sources of
information she explores—micro-
blogs, industry experts, news
wires, and PR reps among others.
She also taps into her network,
leaning on industry friends, other
journalists, or conferences.
• Seeing All Sides: Kate writes stories that resonate with
her readers and needs the information to enable her to
do that—details of both the failures and successes
• Finding the Right Person: Once Kate has a story in
mind she has to find the right trustworthy sources to lend
appropriate detail, and sometimes, the people that are
most accessible are not the ones she trusts the most
such as PR representatives
SCIENCE
JOURNALIST
DAILY DAILY INFREQUENTLY
EDITOR
OTHER
JOURNALISTS
PR AGENCIES
MEETING CONTENT DESIRES
What types of content does/could Shire
produce to meet this audience’s key
content desires?
ALLEVIATING PAINPOINTS
What types of content does/could Shire
produce alleviate key painpoints for this
audience?
CREATING INTERNAL VALUE
How might the content we produce for
this audience be used to create value
for internal audiences as well?
Understand your audience content needs
28. 28
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
Content as Presence: Content that entertains and engages a broad audience while promoting
brand awareness and brand health
Content as Window: Inward focused content that highlights the brand’s employees, practices and
culture to promote transparency and trust with the customer. Creates transparency and trust
Content as Currency: High-value, high-investment content that helps the customer make a decision
in their personal or professional lives and promotes the brand as a subject matter expert.
Content as Support: Product-focused content that educate customers about specific features and
helps them operate, repair and best utilize the brand’s products. Keeps brand engaged post-purchase
Content as Community: Content that promotes and serves a niche
community of customers that is supported by the brand. Connects customers with each other.
Source: Altimeter @ Prophet: Key Elements of Building a Content Strategy, March 2016
5 Content StrategyArchetypes
29. 29
Engaging through SignatureContent
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Signature
Stories
Thought
Leadership
Content Marketing
& Campaigns
30. 30
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
What are Signature Stories?
A Signature Story is a “once about a time” account
of an event or experience.
It is not a set of facts.
It breaks out of clutter and disinterest
with some “Wow!” element.
It has a strategic message delivered with
authenticity, not perceived as phony
or selling.
It activates the brand. It isn’t a brand story.
31. 31
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
What do they contain?
A punchy problem, solution, or outcome
Being exceptionally entertaining, unusual, or
informative
An emotional connection
Characters that connect
A tension or surprise
32. 32
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
Founder Story:ZOOM
Husband frustrated by long distance relationship
founded $1B company
Many of us know the frustrations of long distance relationships,
we don’t all turn that frustration into a $1B company like Eric
founder of Zoom.
Yuan founded the video conferencing company after
discomfort of the 10-hour train rides to visit his now-wife when
were in college.
He joined WebEx early in 1997, staying through its acquisition by
in 2007. Convincing engineers to leave Cisco to start Zoom with
he built a new team around the idea for a video experience so
would allow him to take no more than two business trips per
so he promised his wife.
Yuan succeeded, creating a product used by companies
and keeping his promise to his wife.
From “Zoom CEO's Promise To His Wife Helped Inspire A $1B Company”, Forbes
33. 33
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
Client Story: SKYPE
Personal trainer keeping her client base
after moving
After 12 years teaching Pilates in Georgia, Denise Posnak moved to
NewYork, but she wanted to keep training her Georgia clients.
What to do? Skype was the answer.
Using it, she could teach those clients from her NewYork base or
wherever she was traveling. In fact, the clients’ experience improved.
They no longer needed to drive to the sessions or wear fancy workout
attire, and their comfortable home environment engendered amore
efficient workout. Clients who traveled could tap in from wherever
they happened to be. (One was in a different place each week.)
With this new operating method, Posnak is now teaching people
around the world.
34. 34
Rebooting your Strategic Content and Communications: A
Formula for an Evolved Enterprise
Growth move story: UPS
Logistics expert UPS did research into its supply chain and
found that prioritizing right turns in the U.S. (vs. waiting at
lights for left turns) was more efficient in both speed and fuel
usage.
The strategy has paid off, shaving 20m+ miles off routes and
delivering 350,000
more packages.
This Signature Story reinforces their logistics promise, and is
great for PR, talent attraction not to mention cocktail parties.
35. 35
AboutThought Leadership
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Source: Edelman and Linkedin, 2017
16% of CMOs spend at least four hours per week
engaging with thought leadership content.
9 out of 10 business decision-makers find
thought leadership content important or critical
What it is: Content that establishes an authority
on a set of thought-provoking topics through
research and a deep understanding of your
customers, their needs, and the overall market.
Brand’s authority
in market
Customer-driven
content
Research-based
insights
THOUGHT
LEADERSHIP
36. 36
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Building out aThought Leadership strategy
1 OVERARCHING POV ANCHORED
IN POSITIONING
3-4 TERRITORIES THAT LADDER
UP TO THE POV
~15 CURATED TOPICS &
RESEARCH-BACKED INSIGHTS TO
GUIDE CONTENT DEVELOPMENT
37. 37
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Ebooks,White papers Proprietary ResearchSuccess Stories
38. 38
Interactive formats work well
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
96% believe that content
interactivity impacts
buyers’ decisions as they
go through their journey.
(2018 Benchmark Report, DemandGen
and iON Interactive)
39. 39
Thought leadership > Advertising
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
40. 40
Content marketing beyond the infographic
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Improving customer relationships through social
media
HubSpot MeanTweets
Content hub to help customers work faster,
smarter and more efficiently
Zendesk’s Relate DellTrailblazers
Building brand expertise through
influencer marketing via Podcast
42. 42
4. Operationalize for the DigitalAge
You can’t be strategic on the outside without being intentional on the inside.
This step is more than adding tools; it’s up-skilling people and rethinking processes.
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
People
Defining the right roles and
responsibilities across
modern strategic
communications affecting
departments such as
corporate communications
and marketing
Process
Establishing clear processes
that enable agile and
iterative execution on
strategies and content,
including transliteration for
different markets and flexing
to new and evolving channels
Platforms &Tools
Investing in the right
technologies and tools that will
enable effective execution and
management, especially to
enable agile iteration in
messaging, content
development and measurement
of efforts
Data
Integrating and activating
data as part of formation of
strategies, naming,
messaging, content, and
continuous iteration
Training
Using interactive sessions
and digital experiences to
teach writers, marketers,
agencies, legal stakeholders
and sales teams how to
deliver aspects of the
strategic communications
strategy
43. 43
Process - Document it
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
CONTENT
PLANNING AND
TOPIC
DEVELOPMENT
Fueled by research
and data
GOVERNING BOARD
& WORKING TEAM
COLLABORATION
QA &
APPROVAL
DISTRIBUTION
AND
AMPLIFICATION
Internal & in-market
CONTENT
DEVELOPMENT
Process reflecting core
content asset
KEY ACTIVITIES WITHIN CONTENT: PLANNING, DEVELOPMENT AND LAUNCH
(1)
Out-
source
(2)
Co-
create
(3)
In-house
XXX
XXX
XXX
MEASUREMENT
Identifying new
content needs or
changes
XXX
44. 44
Detail roles and responsibilities
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
45. 45
Create custom tools
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Example: Content prioritization tool
46. 46
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Articulate the brand
Brand promise, purpose & principles
Brand manifesto
Brand narrative
FOUNDATIONAL EXPERIENTIAL
Define the expression
Messaging themes
Brand voice
Names & nomenclature
Portfolio thread
Engage through content
Content strategy
Thought leadership
Signature Stories
Brand Acts
Content marketing & campaigns
Engagement strategies
Operationalize
Data
Training
People
Process
Platforms & tools
Start on the left, start anywhere, just start
49. 49
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
Develop set of strategic messages
based on brand, business, customers, and org values
Appoint key executive
to lead the charge in sourcing signature stories
Listen obsessively
to customers and their stories with your product
Offer incentives
to employees to identify personal stories
Know the organization’s heritage
and adapt it to the issues of today
Identify signature story role models
who work in your organization and in others
Create org structures and processes
supported by a staff that can find and curate stories
How to identify and
source your Signature Stories
50. 50
Rebooting your Strategic Content and Communications:
A Formula for an Evolved Enterprise
SOCIAL MINING EXPLORING CONTENT TRENDS
GLOBAL SURVEYS ON TOPIC TERRITORIES
What’s the next big topic? What are our proprietary data and
insights to build our POV in market?
+
INTERVIEWS WITH INDUSTRY EXPERTS
Finding your winningThought Leadership themes