Content Is Transforming Your Company
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Content Kingdom Inside the UK’s marketing revolution Influencer Marketing SPRING + SUMMER 2016 + SUMMER SPRING Is there Content Is a reckoning Transforming coming? THE CONTENTLY INTERVIEW Your Company Glenn (Whether You’re Ready or Not) Greenwald SPRING + SUMMER QUARTERLY 2 3 Features 72 108 Under the Influence Beyond the Blog Brands are high on influencer With mobile and social marketing, but is there a platforms taking over, is it hangover in their future? time to publish everywhere? DILLON BAKER JOE LAZAUSKAS 80 114 OMG Period Piece You won't believe what HelloFlo, Thinx, and other BuzzFeed is doing to feminist brands are using advertising storytelling to start a DILLON BAKER & JOE LAZAUSKAS marketing revolution and upend age-old taboos 86 ERIN NELSON The Contently Interview: Glenn Greenwald 122 108 The journalist who won a Content Marketing in Pulitzer for breaking the the UK + Europe Edward Snowden papers Marketers across the while working as a freelancer EU agree: Content is opens up to Contently changing the way they sell DILLON BAKER TESSA WEGERT 92 128 Wake-Up Call Most Valuable Publisher How two Disney Why athletes are bypassing executives turned Marriott traditional media to speak into a media giant directly to the public JOE LAZAUSKAS JORDAN TEICHER 98 The Quest for the Perfect 134 Facebook Messenger is Headline Eating the Internet What happens next? 72 Messenger has plans for JORDAN TEICHER world domination—can 104 anyone stop it? JOE LAZAUSKAS Content Marketing Officers Eight marketing execs reveal why they’re transforming 142 Fantasy Football their organizations How an online bible through content school fielded the worst college team in America MARCUS BARAM ON THE COVER: Maurizio Di Iorio LEFT: Gregory Reid THIS PAGE: Jonathan Petersen, Maurizio Di Iorio, Maypole NYC 98 5 What’s inside OPINIONS 12 57 Welcome to the How Do I Get the Most Out Content-Enabled Enterprise of Every Piece of Content? JOE COLEMAN It's morphin' time DILLON BAKER 18 Your PR Needs Content (and Vice Versa) CENTERFOLD ANN FABENS-LASSEN 60 24 Content Marketing Turning on the Light Flowchart in Content Analytics’ 152 Dark Room DAVE GOLDBERG RESEARCH 30 64 Ignore Design at Your Peril Content Marketing 2016: KATHRYN HAN Staffing, Measurement, and Effectiveness Across the Industry ANSWERS JORDAN TEICHER 38 How Do I Maximize My FUN Content Budget? Getting the C-suite to 152 give you money—and how The 6 Types of Millennials to spend it A parody of the 60 ERIN NELSON psychographic charts that brands love 43 How Do I Spend Money 155 Effectively on Facebook? Content Marketing Poems, The right analytics are key by the Contently Staff JOE LAZAUSKAS 159 47 Match the Marketing-Speak How Do I Use SEO in Content Description to the Job Marketing? The last guide you'll ever need NATALIE BURG 52 How Can I Use Content 30 Outside of Marketing? Seven departments made Kyle Bean stronger with content LEFT: THIS PAGE: (1, 2) Jonathan Petersen, ERIN NELSON Pascal Perich CONTENTLY IS... MASTHEAD SUITS Dustin Abanto Chris Meade Matt Adler Drew Meyers Rebecca Allen Megan Okin NERDS PROPAGANDA Stephen Anderson Nicole Olver Brett Banes Jennifer Pantin Alexandra Ackerman Sana Ahmed EDITORIAL Carmelo Bongiovi Cyrus Park Akeem Adeniji Dillon Baker Emilia Brad Steve Peck Brian Cantrell Jessica Black Publishers Joe Coleman Kristen Poli Evan Carothers Adam Blake Sam Slaughter & Shane Snow Elisa Cool Gavin Power Anela Chan Rosilena Coppola Editor-in-chief Corey Cummins Ben Roessle Deans Charola Kieran Dahl Joe Lazauskas Alexa DiScenza Damien Romaine Sunil Chaudhary Ann Fabens-Lassen Creative director Arturo Escalera Ian Sautner Syd Cohen Hiba Haider Senior editor Kathryn Han Cody Exter Frances Slattery James Conant Kathryn Han Jordan Teicher Greta Fleischner Peyton Smith Kevin Curtin Eunmo Kang Art director Contributing editors Erin Fox Vaki Spiridakis Michael Enriquez Ned Klezmer Judy Wong Dillon Baker Bart Freibert Ines Tamaddon Corey Finley Joe Lazauskas Kieran Dahl Designers Heather Freiser Rebecca Taskin Paul Fredrich Carly Miller Erin Nelson Eunmo Kang Ryan Galloway Zach Verch Sanjay Ginde Erin Nelson Cynthia Park Philip Garrity Maria Vinokurov Daniel Glatstein Cynthia Park Headline specialist Judy Wong Dan Gottlieb Brian Maehl Sierra Wallizer Dave Goldberg Richard Sharp Rob Haber Amanda Weatherhead Jesse Goodall Sam Slaughter Illustrators Writers Jake Hall Dylan Zucosky Lorgio Jimenez Shane Snow Andrew Colin Beck Natalie Burg John Hazard Mark Kassal Jordan Teicher Jonathan Petersen Joe Coleman Rocky Huang Wendy Kim Judy Wong Ian Wright Dave Goldberg Afzal Jasani Julia Kupper Lauren Epstein & Carlyn Schletcher, Ann Fabens-Lassen Maypole NYC Jessica Katz Winter Lee Kathryn Han Evan Kendall Kim Leung Photographers Tessa Wegert Ari Kepnes Chantel Lucas Blair Ball Dan Kim Brian Maehl Kyle Bean Brett Lofgren Alli Manning Maurizio Di Iorio Joe Lopardo Ryan Morlock Pascal Perich Luke Maloney Alice Mottola Gregory Reid Jeffrey Picard Props and styling Christian Rauh Kyle Bean Phyllis Sun Angela Campos Emmanuel Szabados Lauren Epstein & Carlyn Schletcher Dmitry Tsin FROM THE PUBLISHER Content marketing is transforming. Even our product team leverages content No, it's not turning from a robot into a gun to help explain our (often-complicated) tech to like Megatron. But many organizations are the world. starting to leverage content in unforeseen ways Extrapolate this across an enterprise brand even though marketing budgets make up only and there's potential for immense, Optimus a fraction of the money spent on content by an Prime-level changes. Imagine JPMorgan Chase organization in a given year. (a Contently client) using the power of storytell- Content is the currency companies use to ing to get the most out of its 200,000+ employees. communicate with the world; the marketing In this issue of Contently Quarterly, you'll department is just the tip of the iceberg. hear a lot about content marketing, but also Here's what I mean: At Contently, we about how content has impacted other parts have an editorial team dedicated to maintaining of the enterprise. We'll wade into the murky our two digital magazines and the print waters of influencer marketing, learn why sales publication you're reading today. We use con- is the next big frontier in content, and see how tent to tell stories and build relationships content marketing is thriving across the pond with both potential customers and the market- in the U.K. and Europe. Also, since this is ing world in general. Contently, expect a healthy dose of fun. (Content But we also use content to help our HR team marketing poems, anyone?) create connections internally, to recruit poten- In the meantime, buckle up and enjoy the tial employees, and to make sure we're getting transformation. the best of them when they're here. Our sales team uses content to build rela- tionships with potential buyers further down the sales funnel. After all, they say every sale starts with a story. SAM SLAUGHTER Opinions SPRING + SUMMER QUARTERLY OPINIONS 12 TEXT BY JOE COLEMAN | PHOTOGRAPHY BY PASCAL PERICH IN CASE YOU HAVEN’T NOTICED, the Internet has funda- Welcome to the mentally changed the way companies communicate with their customers. It’s gone from a one-way, broadcast communication (“It’s our Memorial Day sale!”) to a two-way conversation Content-Enabled (“What do you need, and how can we help?”). In this new para- digm, companies have to be authentic, and they have to be helpful. Enterprise Increasingly, marketing departments are finding that creating great content is the best way to be both. As it turns out, this paradigm applies to more than just marketing. It affects the way enterprise companies communicate and build relationships with all of their stakeholders, including investors, the press, employees, and future employees. The Internet has introduced a new level of choice and transparency into every relationship, and content is playing a key role. We’re already seeing this with our clientele at Contently. 15 While marketers led the charge in adopting our technology, the past 18 months have seen myriad other departments leverage our content solution. Coca-Cola spreads stories internally and externally about its employees’ inspiring charitable work. Raymond James built an entire site to educate its financial advisors and turn them into thought leaders. Genpact has used content to transform its culture. “The moment we started having strong stories, the CEOs, the CFOs, the investors—they loved it,” Genpact CMO Gianni Giacomelli explained at our fall Summit. In the big picture, though, far too few enterprises are fully leveraging content across the organization, and they’re missing out on a big opportunity. It’s time for that to change in three ways: 1. Tell better stories Great stories build relationships. They make us care, and they teach us lessons we’d never learn otherwise. The same can’t be said, however, of memos, press releases, and product-pushing advertisements dressed as editorial content. Content needs to serve audiences, not self-interests. 2. Personalized experiences for every stakeholder Everyone across the organization needs access to content in a way that’s meaningful and empowering. The current wave of content management systems has tried to solve this problem, but these systems have largely just been repositories for generic content. Everyone is handed the same solution, despite hav- ing vastly different needs. To drive adoption, the next wave of enterprise content solutions needs to create a unique experience for each stakeholder. 3. A centralized experience Organizational silos are poisonous to a content program. Content, data, and brand guidelines should be centralized, ensuring that enterprises can tell a cohesive brand story across departments, products, and regions. Launching a blog is easy, but when it comes to the future of enterprise content, these are the hard problems to solve.