Welcome to the Office of Being Interesting...Where Content IS King
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We’ve all heard that "content is king" — but not all content is worth writing home about (pun intended!). Discover the benefits of building a virtual newsroom to discern interesting, relevant and otherwise untapped content sources and orchestrate a flow into the right channels at the right time to consume, syndicate, and amplify it. Learn best practices and strategies to unlock the content potential of your organization.
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Welcome to the Office of Being Interesting...Where Content IS King
- 1. WELCOME TO THE OFFICE OF BEING INTERESTING WHERE CONTENT IS KING Jim Fields & Celia Brown Customer Experience Marketing
- 2. 1 CUSTOMER DOSSIER MILTON MILLENIAL FUTURE CXO PET PEEVES: WEBINARS, COLD CALLS & SPAM EMAIL ● Buyers have completed 60-80% of their research before engaging with vendors ● Consumers are bombarded with 2-5K marketing messages daily ● 86% of consumers fast forward television ads ● 90% of marketing emails are never opened
- 4. 3 MARKETING IN 2020 ENGAGING MILTON M. Marketing On- Demand- Deliver the right content at the right time Audience-centric content Data driven, brand newsrooms prevail BE INTERESTING!
- 5. 4 BE THE SHOW. Instead of the commercial, BE THE FEATURE STORY. Instead of the banner ad,
- 8. 7 AUTHENTIC
- 11. 5 STEPS TO BUILD A BRAND NEWSROOM 1. Content Intelligence Network 2. Think Outside the Campaign 3. Diversity of Talent 4. Content Strategy 5. Technology 10
- 12. 11 Subject Matter Experts Industry Influencers Customers Publishers Story Tellers Media STORY HUNTERS CURATE CREATE CONNECT CONTENT INTELLIGENCE NETWORK
- 13. 12 Proof STORYHUNTERS TIMELY CONTENT NEWS PERSPECTIVE INTERESTING STORIES THINK OUTSIDE THE CAMPAIGN
- 14. 13 PoC Success Factors STORYHUNTERS GLOBAL TALENT MODEL NEW WORLD OF WORK FUTURE OF LEADERSHIP PRE-FUNNEL CONTENT
- 15. 14 DIVERSITY OF TALENT English Major Self-professed 50- something Millennial Learned marketing on the street Psych Major Stereotypical Millennial Passion for technology
- 16. 15 CONTENT STRATEGY INTERESTING STORIESPAID SEARCH SOCIAL MEDIA DEMAND GEN SEO Deliver the content your audience needs, to the places they already go, on-demand and on-device. Build trust and loyalty.
- 17. 16 TECHNOLOGY
- 19. WELCOME TO THE OFFICE OF BEING INTERESTING
- 20. 19 Questions?
Editor's Notes
- The point is to drive people into the funnel, down the funnel and through to loyalty. Helpful content builds trust that gets returned (ROI) in the form of conversion and sales.