CONTENT MARKETING STRATEGY FOR EXECUTIVES April 2015

MASTERING VIDEO How a tech giant makes broadcast-quality video content Roundup of video creation & production tools Low-risk video experiments

DEATH OF THE RFP PG. 8

THE AGENCY ISSUE HOW TO CHOOSE AN AGENCY PG. 14 or

THE ONION WINS AT SPONSORED CONTENT PG. 12

ADAPTING TO A CONTENT-HUNGRY WORLD

ALSO INSIDE THE MEGA LIST OF CONTENT AGENCIES CONTENT. AMPLIFIED. CUSTOM RESEARCH & WHITE PAPERS MAGAZINES & NEWSLETTERS SPECIAL FEATURE SECTIONS DIGITAL CONTENT HUBS NATIVE ADVERTISING APP DEVELOPMENT GLOBAL EVENTS INFOGRAPHICS VIDEO

WSJ. Custom Studios, the content marketing division within The Wall Street Journal’s advertising department, crafts stories that engage consumers and elevate the conversation for brands.

For more information, please visit wsjcustomstudios.com or contact Sarah Dale, Head of Digital & Content: [email protected]

© 2015 DOW JONES & COMPANY, INC. ALL RIGHTS RESERVED. 2 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER IDEA GARAGE MARKETOONIST WHAT’S ONLINE TALKING INNOVATION EDITORIAL SOCIAL WEB VERTICAL VIEW TECH TOOLS Help Them Help You You’ve hired a content marketing agency. Now make sure you’ve offered the right tools and support to make them successful.

CONTENT. AMPLIFIED. t’s hard to believe it’s been almost 20 years Involve the agency in your complete To stay on top of since Jerry McGuire was released. Starring marketing strategy. There is no way content marketing 1. trends, subscribe Tom Cruise and Cuba Gooding Jr., the an agency will succeed on your behalf if it to Joe and Robert movie’s most famous line “Show me the doesn’t understand the full scope of what you Rose’s weekly money!” has become a cliché. But for me, podcast, PNR: This what resonated most was the scene when are trying to accomplish. Old Marketing. Cruise’s character (the sports agent) said to Gooding http://cmi.media/pnr I(the athlete), “You don’t know what it’s like to be Form an agency coalition. If you’re like ME out here for YOU. It is an up-at-dawn, pride- most, your company is working swallowing siege that I will never fully tell you about, 2. with multiple content marketing agencies. OK? Help me ... help you. Help me, help you.” Help me, help you. Don’t hide them from each other. Introduce When I worked in business development for a them and make sure each one knows the publishing agency over a decade ago, I actually used part it plays. this phrase more than a few times … directed at my clients. And as this is our annual agency issue, let’s CUSTOM RESEARCH & WHITE PAPERS Give them more than 12 months. unpack this a bit, shall we? Just like a content marketing program Over the years, I’ve been critical of many agencies 3. MAGAZINES & NEWSLETTERS SPECIAL FEATURE SECTIONS out there. Some specific issues include: is unlikely to bear much fruit in a few months, • Agencies that don’t actually use content the same goes for your agency’s progress. DIGITAL CONTENT HUBS marketing themselves, NATIVE ADVERTISING Give them some runway to get traction. I’ve APP DEVELOPMENT • SEO and social media agencies that really don’t rarely seen an agency-client relationship work GLOBAL EVENTS understand the practice of content marketing, INFOGRAPHICS in a one-year program. • Agencies that care little about strategy because they only want the execution business and

VIDEO • Agencies that continue to view content marketing as a campaign. Of course, you are a publisher now, but even But for the most part, the agencies that work on publishers don’t do all the work internally. You need your behalf are out for your best interests, and as great partners to get real results. Do yourself a favor WSJ. Custom Studios, the content marketing division Jerry McGuire so eloquently states, “It’s an up-at- … throw them a bone, will you? dawn, pride-swallowing siege.” They’re out there within The Wall Street Journal’s advertising department, doing whatever necessary to help you with your crafts stories that engage consumers and elevate the content marketing. An agency’s success is totally predicated on you, conversation for brands. the client. If you don’t open certain doors and give Joe Pulizzi access to certain information, you’ll both fail. Here’s Founder For more information, please visit wsjcustomstudios.com or contact three ways you can “Help them, help you.” Content Marketing Institute Sarah Dale, Head of Digital & Content: [email protected] @JoePulizzi

An agency’s success is totally predicated on you, the client.

© 2015 DOW JONES & COMPANY, INC. ALL RIGHTS RESERVED. CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3 IDEA GARAGE MARKETOONISTAPRIL 2015 WHAT’S ONLINE IN EVERY ISSUE TACTICIAN VERTICAL VIEW TECH26 TOOLSTACTICIAN 29 TECH TOOLS

34 UNSOLICITED ADVICE

36 SOCIAL WEB 40 EXPERT INSIGHT 08 44 IDEA GARAGE 08 The Slow Death of the RFP 12 The Onion: Sponsored Content Masters 14 How to Choose an Agency 16 After the Splash 18 The Agency List

FEATURES 30 THINK LIKE A TV PRODUCER How tech giant EMC makes broadcast-quality content.

38 BE A VIDEO MAVEN A roundup of creation and production tools.

28 Podcast Highlight: Content Marketing Next 28 By the Numbers: Documenting a Strategy 39 Productivity Secrets from Content Masters 46 Vendor Directory: Companies that fuel content marketing

4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER SAVE THE DATE!

WWW.CONTENTMARKETINGINSTITUTE.COM WHAT’S ONLINE

PNR: THIS OLD MARKETING PODCAST Regulations & Reform 2015 Content The boys discuss the FCC’s decision on net neutrality and the IAB publishing native advertising guidelines. Marketing http://cmi.media/neutrality Master Classes Join us for one of our REPORT roll-up-your-sleeves Is Content a Sustainable Advantage? A challenging post by Robert Rose about how marketers must 1-day classes next fall: change if we are to make content a strategic asset. http://cmi.media/sustainable BOSTON Tuesday, Nov. 10 TWITTER CHAT Productivity Booster NEW YORK CITY Check out the productivity tips our #CMWorld community shared Thursday, Nov. 12 during a recent Twitter chat. http://cmi.media/parkerchat SAN DIEGO Tuesday, Nov. 17

SAN FRANCISCO Thursday, Nov. 19 HEIDI COHEN How to curate content like a pro. AUSTIN http://cmi.media/curatecontent Tuesday, Dec. 1

WASHINGTON DC MICHELE LINN Thursday, Dec. 3 14 checklists, scorecards, and worksheets for content marketers. http://cmi.media/14checklists www.contentmarketingconf.com

JAMES PRIDEAUX A roundup of key social listening tools. http://cmi.media/listeningtools CCO CONTRIBUTORS FOUNDER JOE PULIZZI IAN BUCK @BUCKSTOP [email protected] KIRK CHEYFITZ @KIRKCHEYFITZ VICE PRESIDENT & PUBLISHER PETER LOIBL JEREMY COOK @JEREMYSCOOK [email protected] JONATHAN CROSSFIELD @KIMOTA

CHIEF EDITOR CLARE McDERMOTT ANDREW DAVIS @TPLDREW [email protected] TOM FISHBURNE @TOMFISHBURNE @CHUCKFREY VICE PRESIDENT OF OPERATIONS PAM KOZELKA CHUCK FREY [email protected] ANN GYNN @ANNGYNN CRAIG HODGES @CRAIGHODGES21 VICE PRESIDENT OF CONTENT MICHELE LINN [email protected] BRIAN KOLB @BRIANKOLB JASON MILLER @JASONMILLERCA MARKETING DIRECTOR CATHY McPHILLIPS [email protected] NATALYA MINKOVSKY @HEJHEJNATALYA PAMELA MULDOON @PAMELAMULDOON CHIEF STRATEGY OFFICER ROBERT ROSE [email protected] ROANNE NEUWIRTH @ROANNENEUWIRTH ERIN RODAT-SAVLA @ERSAVLA CREATIVE DIRECTOR JOSEPH KALINOWSKI MICHAEL STELZNER @MIKE_STELZNER [email protected]

GRAPHIC DESIGNER CRYSTAL MADRILEJOS [email protected] ADVERTISING INQUIRIES PETER LOIBL PROJECT DIRECTOR ANGELA VANNUCCI [email protected] (347) 725-3565 • [email protected]

E-MEDIA MANAGER LAURA KOZAK [email protected] REPRINTS PUBLIC RELATIONS AND MEDIA MANAGER AMANDA SUBLER Article Licensing, Permissions, Reprints/Eprints, Plaques [email protected]

PODCAST NETWORK DIRECTOR PAMELA MULDOON [email protected] Toll free: (877) 652-5295 • www.wrightsmedia.com RESEARCH DIRECTOR LISA MURTON BEETS [email protected]

DIRECTOR, BUSINESS DEVELOPMENT KAREN SCHOPP TO CHANGE YOUR DELIVERY OPTIONS [email protected] & MEDIA SALES Email [email protected] and provide your name, BUSINESS DEVELOPMENT MANAGER - WALLY KOVAL company name and address. ONLINE TRAINING [email protected]

EDITORIAL CONTENT & CURATION DIRECTOR JODI HARRIS [email protected] CMI BENEFACTORS COMMUNITY MANAGER MONINA WAGNER CMI is partially funded by our benefactors, which include: [email protected]

DIRECTOR OF BLOG COMMUNITY & OPERATIONS LISA DOUGHERTY [email protected]​

WORDPRESS PRODUCTION COORDINATOR YATRI ROLESTON [email protected]

BLOG EDITOR & PROOFREADER ANN GYNN [email protected]

DIRECTOR, ONLINE TRAINING CHUCK FREY [email protected]

SPECIAL PROJECTS MANAGER KRISSY LESKOVEC [email protected]

INTERNATIONAL EDITOR, AUSTRALIA SARAH MITCHELL

INTERNATIONAL EDITOR, EUROPE NENAD SENIC

6 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER EVERY ROCK STAR DESERVES AN ENTOURAGE. Every rock star marketer deserves a team of people to help their brand shine.

Content marketing is a fast-moving industry and Pace has a team of more than 330 award-winning content professionals that can help you strategize, create, curate, distribute and optimize brand storytelling that engages your customers.

Content & Digital Strategists Creative Directors Brand Journalists Analysts Digital Developers

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PACE_CCO_2015_final2.indd 1 2/17/15 2:04 PM A LOOK AT HOW BRANDS, PUBLISHERS AND AGENCIES ARE ADAPTING TO A CONTENT-DRIVEN WORLD.

THE (TOO) SLOW

8 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER First off, it seems a little like the Of all the vestiges of old school, traditional ad land, none old definition of insanity: Brands is so stifling as the RFP process. If brands want agencies today are issuing RFPs to replace 1an agency they found less than three year to look to the future and innovate, they’ll need to stop earlier with the same RFP. Think about that. treating agency selection like a vendor-procurement Brands are not hiring agencies process. to create perfect RFP responses that dazzle the brand managers. Kirk Cheyfitz 2Rather, brands (should) want to hire f the ad industry were a national park, it would an agency that will create unique easily qualify for the coveted designation communications that dazzle audiences. of a fossil-rich area; paleontologists would So, judging an agency by its ability to fill flood the place. Evidence of the distant past out an RFP is testing for the wrong talent. is everywhere in ad land; close to the surface; DO YOU PARTICIPATE littering the landscape. In RFPs, the brand asks all the IN RFPS? THE AGENCY In ad land, you are never more than a few steps questions. To create great content, PERSPECTIVE. from outdated writing materials engraved with the the agency needs to ask the Iancient saying, “If you want mass reach, you’ve got 3brilliant questions. RFPs provide little or JOHN MUSTIN to use TV.” Here too are preserved, quaint social no room for agencies to break open the Founder, Wasabi Rabbit practices such as posting on Facebook solely to make discussion and show how they think. The short answer is “yes, we product claims. But while fossils like these are pretty participate in RFPs” … that routine finds, no ad land fossil is quite so ubiquitous, Mostly, RFPs ask the usual is, I haven’t categorically ancient or useless as the RFP. questions and the usual suspects ruled out responding to the First off, let’s all admit we hate and mistrust RFPs. respond with the usual answers. perfect RFP. But over the On the brand side, Joe Chernov, the pioneering 4This is not exactly a recipe for finding last 10 years I’ve become marketer and blogger who heads content marketing revolutionary, out-of-the-box thinkers ruthlessly discriminating in my for HubSpot, says, “If I hire an agency, it’s never or thinking. Or people with whom you determination of which ones through an RFP.” And when asked about responding can work. we will pursue. Gone are the to RFPs, Paul Roetzer, founder and CEO of data- days where I’d pour hundreds of driven digital agency PR 20/20, says, “Never have. RFPs may have made sense in hours into strategy, spec work Never will.” a less connected time when and polishing presentation Using the qualifier “never” puts these guys at the investigating a range of agencies materials in pursuit of RFIs and extreme of the opinion range, but the extreme is not 5and seeing their work was really difficult. RFPs, particularly when what so far from the mainstream these days. Story, the But the whole silly process has no place we’re responding to doesn’t let integrated content advertising agency I help lead, in an era when a brand can search easily us to communicate our strengths is responding to fewer and fewer RFPs. We see the for any kind of agency, identify work and and differentiators effectively. vast majority of them as a total waste of time. Like processes the brand’s marketers admire, us, more and more agencies say they’re participating and shoot those agencies a LinkedIn in an RFP process “rarely” or “only when there’s message asking for a meeting. already a relationship.” RFPs are so wrong in so many well-known ways that Since the best, most innovative it’s not very enlightening to make a list. (If you want agencies increasingly are not PAUL ROETZER detailed reasons, read Forbes’, “Why the RFP is a waste responding to RFPs, the process Founder, PR 20/20 of time,” by advertising search consultant Avi Dan.) 6is becoming a less and less likely way to Never have. Never will. But let me suggest a few less-common objections: find innovators.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 9 THE (TOO) SLOW DEATH OF THE RFP

Read more from Kirk Cheyfitz: The fact that governments are the worst and most persistent clients never would have dreamed on http://cmi.media/cheyfitz users of RFPs should be enough to teach businesses to stop their own. But RFP-thinking is especially doing it. Last spring, for example, the New Jersey Lottery’s hostile to content-focused agencies that private operator, Northstar, directed a 73-page RFP to “any have seriously non-traditional, non- interested firm” —not exactly a well thought-out selection of siloed, multi-channel ways of solving the agencies. The “advertising goals” were equally enlightening— new communications challenges sell more and tell people that gambling funds education and posed by the digital-first, social-always helps people. The RFP then dictated a strategy instead of asking media landscape. for one. And so on. This approach may explain the lottery’s As the legal brief writers might put it, lackluster and undifferentiating tag line,Give Your Dreams a for these other good and valid reasons, Chance, and its even more lackluster financial performance, the sufficiency of which has been missing its revenue goal by $24 million for the year ended June acknowledged by all parties, we hereby 30, 2014, according to Bloomberg. urge all clients and all agencies to cease DOUG KESSLER The final—and perhaps the most wrong-headed—thing about and desist from the mindless process of Founder, Velocity Partners RFPs is they continue to indulge in the quaint 20th century RFPs forthwith. Instead, agencies and We rarely participate in agency- practice of categorizing agencies into rigid silos. They aim to clients both need to do a little research search RFPs. We’re against recruit a traditional ad agency or a so-called social agency (as and then approach the outfits with which spec pitches but might respond if social wasn’t digital) or a digital agency (as if there were such they’d most like to work. That approach to a request for information a thing as a good agency that doesn’t specialize in digital, now works better for everyone because it has about Velocity. the world’s No. 1 medium) or a content agency and so on and on the power to produce surprising results. Our process depends on and on. In other words, RFPs continue to cop the attitude that Which is a whole lot better than all the a lot of pretty intensive input. the client or the consultant knows exactly what the problem is, unsurprising stuff that’s been produced Pitches that ask for our ideas knows precisely how to solve it and therefore knows what siloed by doing things the old way. based on very little information marketing practice can solve it. are unlikely to generate great This kind of thinking is terrible for clients because today’s Kirk Cheyfitz is co-CEO and chief storyteller work. And they take a lot of challenges are integrated and new, not siloed and old. It’s also of Story Worldwide, the global brand time and effort that our current bad, of course, for every good, thoughtful, effective agency storytelling ad agency he founded in 1999. clients are essentially paying for. because the real reason to pay an agency is to get solutions the Find him @KirkCheyfitz.

TODD WHEATLAND Global head of strategy, King Content I’ll go against the grain and say I think the market’s changing on this. When I was a CMO with a large company, I would never use an RFP process to bring on a content marketing supplier. Now I’m on the agency side, we experience the same approach from the clients we work with, and virtually never respond to initial RFPs. However, because of our unique business model, where we are increasingly dealing with the same organizations in maybe dozens of countries—the scale and complexity of what we are doing increase, and eventually procurement starts to take a sharper interest. We’re seeing Continue the Conversation Online: this in all regions now that content marketing has become a much larger http://cmi.media/rfp component of corporate spend, which means procurement is bringing it under its remit and subjecting agencies to the same processes as other marketing activities.

10 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER 20 1 21 3

imaginepub.com/CCO

sibilities. We exist to help our clients build relationships that last. We create strategy, content and distribution that strengthen your organization’s position as a thought leader. thought a as position organization’s your strengthen that distribution and content strategy, create We last. that relationships build clients our help to exist We sibilities.

- pos endless creates imagination that believe We us: drive that values 3 The • 2014) (NewsCred, agencies content creative most 21 industry’s the of one Named • Year) the of 20 years of content marketing experience (Founded: 1994) • #1 ranking among content marketing agencies in 2012 (Content Marketing Institute’s Content Marketing Agency Agency Marketing Content Institute’s Marketing (Content 2012 in agencies marketing content among ranking #1 • 1994) (Founded: experience marketing content of years 20

Imagination_CCO_0215.indd 1 2/6/15 11:41 AM SATIRE

The Onion, a satirical paper famous for headlines CCO: How did your team initially react to the idea like “I’m Like a Chocoholic, But for Booze,” now of Onion Labs? McAvoy: The editorial teams were supportive; they helps brands create funny content. We interviewed said essentially, “If we were going to be producing native advertising content, we need to make sure its president, Mike McAvoy, about The Onion’s it doesn’t suck.” When we launched two years ago, custom content agency, Onion Labs. The Onion’s editorial teams produced a lot of the campaigns we created. About a year ago, we decided to really focus on growing Labs and brought in a team of traditional agency folks led by Rick Hamann (previously SVP at WHAT IS ONION LABS? Energy BBDO). It was a turning point … a moment when we really began to capitalize on what Labs was Founded two years ago, Onion Labs helps brands create meant to be, which was to create branded content funny content, then distributes it through The Onion’s worthy of the Onion name. We did it by engaging all of our writing talent, but also by allowing ideas to be website and social engines. Like many other publishers shaped by the experience of those who’ve worked for (The Wall Street Journal and The New York Times included), Fortune 500 brands on the agency side. The Onion founded Onion Labs to offer something beyond Are you mostly hired by brands or agencies? traditional advertising. Publisher-owned content studios This year we’ll be about 50/50. On the agency side offer a chance to access both the editorial expertise and it’s mostly media agencies, but also some creative distribution reach of niche-media companies. agencies and PR agencies. We’re finding more and more brands are looking to team up with publishers directly—specifically publishers that have the Since inception, Onion Labs has become a powerhouse experience and capabilities to understand what the brand is trying to do, which is something we’ve built for The Onion, now accounting for 80 percent of the out by hiring those traditional marketers. publisher’s revenues. And more recently, Onion Labs has created different offerings—from Onion-inspired social Do you ever arrive at meetings with brands and they aren’t mentally ready to be “Onionized”? media marketing and events to launches of new satire Once in a while … but usually (and this has changed websites sponsored by a single advertiser. a lot over the last few years) brands understand the

12 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER MORE THAN NATIVE ADVERTISING Branded content for The Onion. Onion Labs creates native ads for brands to get across their messages. Then the publisher uses its social media muscle to ensure the content is seen by its massive 12 million-strong social media followers. Onion Labs helped Lenovo create an original web series called Tough Season—which we can only describe as a strangely engrossing fantasy football mockumentary. In the proud tradition of The Onion, Lenovo is more often the butt of the joke than not. To give it juice, Onion Labs promotes the series through its websites and social channels.

need to be in on the joke or the need to use different marketing tactics to reach millennials. And Onion Labs really won’t work for a brand unless they take themselves less seriously.

Do brands see these collaborations with The Onion as one-off, funny projects or something they are committed to over the longer term? When Labs began it was very project-based and the majority of deals came from agencies. Now brands work with The Onion directly because they want to have a longer-term partner and Creative content for brands. they want a creative strategy that fixes a business problem. The Onion Labs has created YouTube’s April Fools’ joke for strategy usually seeks out humor, but we also create other types the last two years—even though most are unaware of content for brands through sites like The A.V. Club (which is of The Onion’s involvement. “We’re behind the scenes,” dedicated to pop culture). says McAvoy. “But if you watch the videos, you’ll Publishers have huge distribution networks, which is a big notice they have the sensibility of The Onion.” advantage in the content-driven landscape today. We have 12 million social followers at The Onion—and that’s part of the Partnerships. offering at Onion Labs. The Onion launched a site last year called Clickhole—a partnership among The Onion, agency On a website it’s easy to see when content is branded. Do you Carmichael Lynch and the brand Jack Link’s. A run into any problems through your social accounts where it variant of the usual sponsored-content model, Jack may be more difficult to distinguish? Your readers, after all, Link’s (the beef jerky folks) was the sole sponsor for are probably about as cynical as they come. Clickhole at launch. The site traded heavily on The Yeah, they are cynical. Our premise is: Whether it’s on site or Onion’s name to build an audience and ran native social, you need to train your audience and not trick them. ads for Jack Link’s. After three and a half months, We’ve worked 26 years to build trust with our audience and Clickhole became self-sustaining and opened up to we never want to throw that away by tricking someone into other native advertisers. consuming content they didn’t think was branded. We make Says McAvoy, “Clickhole has been wildly successful. sure that through all the social promotions, as well as the on site In 2015, we’re going to do more of the same … Not content, we’re contextualizing it and showing it’s sponsored. three more Clickholes but taking ideas that our team What we’ve found is that as long as you’re playing to your is excited about and finding advertisers to support strengths (in our case, humor), an audience understands why them. That’s where we think there’s a unique you’re creating content for a brand. opportunity to serve our audience and our advertisers.” HOW TO CHOOSE A CONTENT MARKETING AGENCY IN 2015 Craig Hodges

Look at strategic capabilities. Do they understand your values, motivations and In a recent CMI survey of North American business goals, and do they have the skill sets to businesses, only about one-third of content help you live up to them? Ask to meet your day-to- 1marketers have a documented strategy. With those day team early on and have at the ready questions odds, it’s critical to find an agency with strong that can flesh out whether those individuals can strategic capabilities. Look for more than just a head represent the values of your brand. of strategy; seek those with a consistent approach, a strong methodology and, most importantly, a good What marketing technology will you use in track record. partnership with the agency? To investigate, look at case studies and get in touch Marketing technology is a must-have with clients. How has the agency helped other brands 4to identify new audience segments, measure develop successful content strategies? What approach engagement, and attribute action and revenue has it taken—and does it translate to how it could to your marketing programs. Most agency help engage your audience, enhance your content engagements include some type of marketing marketing strategy and achieve your business goals? technology that allow for daily collaboration and oversight. Look closely at the interface. Ensure it’s Investigate the agency’s arsenal of simple to use and the results easy to understand. technology tools. If you have your own marketing technology How will your agency measure the success platforms that will play a role in measuring or 2of your marketing program and help boost your ROI? assisting with the work your agency does, ask Look specifically at data and measurement tools, questions around their experience with the platform and processes and indicators they use to measure and how the agency’s campaign will plug in or success. Also ask how the agency identifies areas complement it. needing improvement. As we all know, nothing works well all the time, but the mark of strong players is Look for longevity. how they identify problems and change course. Does the agency in question have a roster of clients that have gone the distance? Look under the hood (so to speak). 5Over and above a great pitch, can they actually As you vet agencies, you’ll meet the agency execute over time, managing the ups and downs of a boss. You’ll meet the head of “this” and program? And can they remain agile and responsive 3“that” … then you sign the deal and don’t see those to challenges? guys for dust. In other words, will they deliver? You will only Question whether the agencies have a solid gain this knowledge by checking with the agency’s layer of account and project management—smart, clients, looking at those that have renewed contracts experienced people who will communicate or signed on for additional campaigns. Play the effectively day in, day out. The sort of people you devil’s advocate and hunt down clients that were not would hire yourself. provided by the agency. As the market diversifies and more agencies jump in, you must question whether the people within an Craig Hodges is founder and CEO of King Content, a agency are the right fit for you and your business. global content marketing agency.

14 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Trust is the new engagement. What’s your strategy?

Our journalists and content strategists take a digital-first approach to creative content that builds trust, engages audience, and drives results. See what we’ve done for some of the most trusted brands in the world.

CONTENT MARKETERS. BRAND JOURNALISTS. STORYTELLERS. STRATEGISTS.

Learn more at mspcustomcontent.com or contact Kevin Dunn at [email protected]

MSP-C_CMI ad_F.indd 1 2/23/15 9:49 AM AFTER THE SPLASH The Canadian Tire Company paid big bucks for a 15,000-pound ice truck campaign—but just as important as the splashy ice truck commercial was a series of secondary, behind-the- scenes videos that doubled the campaign’s reach.

ast year the national retailer Canadian Of course the Canadian Tire ice truck presented some Tire asked its agencies to develop a natural opportunities for content creation, but you don’t campaign to sell a car battery designed need a big budget, just a big idea and a big desire to hop to withstand the coldest climates. Their solution? Build a 15,000-pound truck in head first. We asked Ian Buck from Notch Video made of ice, demonstrating the power of (creators of the secondary video content) how to extend the MotoMaster Eliminator Ultra battery. And then the lifecycle of brand campaigns. make it actually drive. LBut what took place behind the scenes turned out Be Creative Be Opportunistic to be of equal value. The online space is busy. Be The ice truck campaign was To fuel the campaign, Canadian Tire hired Notch willing to try something different. built around a single TV spot Video to create a behind-the-scenes documentary, The reverse time-lapse melt launching during the NHL a reverse time-lapse melt video and a video of the video, filmed over the course of 44 Winter Classic but there was ice truck’s longest drive. The overall campaign hours, provided a unique look at a clear opportunity to extend became one of the most successful in the retailer’s the truck appearing to grow from reach beyond this small 90-year history, leading to a 70 percent increase a puddle. The truck was going window by creating multiple in Eliminator battery sales versus the previous to melt—so why not make it into pieces of video content, each year. The TV spot garnered over 1.3 million views something awesome? serving a specific purpose. on YouTube, but the additional online content generated another 1.3 million views. And while the Think Smaller Be Authentic TV spot had to eventually be taken off YouTube This isn’t just about being Don’t worry about letting the due to rights issues, the online videos live on, open to new ideas, but being cat out of the bag … that’s igniting social conversation and building YouTube open to smaller opportunities the whole point. The behind- subscribers even a year after the campaign launched. surrounding your main event. the-scenes documentary took And herein lies the key: The TV spot and media Asking to spend yet more viewers through the process of buy made a really big splash and there was a money to create supplementary developing, building and testing significant cost to creating the actual ice truck, video in addition to the cost of the ice truck. This spot not only but for a relatively tiny additional cost the secondary your big-bang campaign is a proved the truck’s authenticity, video content doubled reach and engagement risk, but consider that it’s often a but also showcased an area of the campaign online. It was simply a matter fraction of the cost of the whole of marketing consumers are of recognizing the opportunity and finding an … and may extend the life of interested in but so often don’t interesting way to leverage it. content. get to see … “How did it happen?”

16 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER DIGITAL MARKETING THAT FUELS A GREATER PURPOSE.

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AGENCIES BY INDUSTRY Care and Hospice, Elmer’s Products, Brafton CONSUMER GOODS D Custom Emerson Network Power, City of brafton.com The Barbarian Group dcustom.com Columbus Boston, MA Campfire Dallas, TX Key Clients: FromYouFlowers, Fathom Demand Media Key Clients: Texas Farm Bureau Daniels Trading, Knovel, Appian www.fathomdelivers.com H.O. Zimman, Inc. Insurance, HP, Teradata, Omni Valley View, OH Lowe Campbell Ewald Brand Marketing & Customer Hotels & Resorts Key Clients: Key Bank, Eaton, Marcus Thomas LLC Experience Division of DMI Demand Media Cleveland Clinic, McGraw-Hill Meredith Xcelerated Marketing pappasgroup.com demandmedia.com Story Worldwide Arlington, VA Forbes Media Santa Monica, CA T3 Custom Key Clients: Volkswagen Credit, Inc. forbesmedia.com Key Clients: Experian, Samsung, WSJ. Custom Studios International Spy Museum Marriott New York, NY Chase, KY-Durex (Reckit Benkiser) Neustar Key Clients: Cadillac, TD HEALTHCARE Diablo Custom Publishing Ameritrade, Microsoft, Aflac Brandpoint Bauer Custom Media dcpubs.com brandpoint.com Fractl C3 Creative Code and Content GmbH Walnut Creek, CA Hopkins, MN frac.tl Fahlgren Mortine Key Clients: University of California, Key Clients: Plow & Hearth, Lincoln Delray Beach, FL Fathom Overlake Medical Center, Chevron, Technical Institute, Club Med, Key Clients: eBay, Lumber GSW Oakland Athletics MediaSource Gallery Furniture Liquidators, Movoto, Rehabs.com Dino Publishing Marcus Thomas LLC Brunner FusionSpark Media dinopublishing.com McMurry/TMG brunnerworks.com fusionspark.com Chicago, IL MSP Communications Pittsburgh, PA Langley, WA Key Clients: Fisher & Paykel Pyxl Key Clients: DK Bicycles, Duck, Key Clients: Pinelands Preservation Appliances, Sea Ray Boats, Boston GlaxoSmithKline Consumer Alliance, Water Research Whaler, VesselVanguard INSURANCE Healthcare Foundation, Cadence9, Whidbey Business Online Eastwick Communications Telecom Burns Marketing Content Launch eastwick.com burnsmarketing.com The Garrigan Lyman Group (GLG) D Custom Sunnyvale, CA Johnstown, CO glg.com King Content Key Clients: Ooyala, Dell, BoxBee, Key Clients: HP, Seagate, IHS MHI Seattle, WA Mullen AutoGrid Global Babolat, Microsoft, Pace Key Clients: EBYLINE T-Mobile, Philips Time Inc. Content Solutions BusinessOnline ebyline.com Totem businessol.com Sherman Oaks, CA Touchpoint Media San Diego, CA Key Clients: Bed Bath and Beyond, WSJ. Custom Studios Key Clients: HP, Milgard, TDS, Kwikset Intel, Forbes, Schneider Electric

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print ads.indd 3 2/11/15 9:53 AM HB Agency Lumber Diebold, Swagelok hbagency.com Journal Communications McMurry/ TMG Newton, MA journalcommunications.com mcmurrytmg.com Key Clients: EMC, CA, Saint Luke’s Milwaukee, WI New York, NY Hospital, NxStage Medical, Inc. Key Clients: Nashville Convention Key Clients: WebMD, Amtrak, THE CONTENT HCP Aboard Publishing, a Miami & Visitors Corp, Tennessee Farm The Ritz-Carlton, HP, Baylor Health AGENCY LIST Herald Media Company Bureau, Twin Falls Chamber Care System experiencedestinations.com of Commerce, Illinois Dept of MediaSource Miami, FL Commerce & Economic Opportunity mediasourcetv.com GLC, a marketing Key Clients: Adrienne Arsht Journey Group Columbus, OH communications agency Performing Arts Center, Penha journeygroup.com Key Clients: The Ohio State glcomm.com Building, Mount Sinai Medical Charlottesville, VA University Wexner Medical Center, Northbrook, IL Center, The Children’s Trust Key Clients: National Multiple Key Clients: United States Postal Nationwide Children’s Hospital, Sclerosis Society, University of High Five Marketing Service, World Vision, University of UCLA Health, American Society of Michigan Health System, United h5marketing.com Virginia, Ethiopian Airlines Plastics Surgeons, Orlando Health San Francisco, CA Stationers, Muscular Dystrophy King Fish Media Meredith Xcelerated Marketing Key Clients: Liberty Mutual Association kingfishmedia.com (MXM) Insurance, Positive Coaching Salem, MA meredithxceleratedmarketing.com Grayton Integrated Publishing Alliance, American Century Key Clients: IBM, Keurig Green New York, NY graytonpub.com Investments, Constellation Wines, US Grosse Pointe, MI Mountain, Ameriprise Financial, Key Clients: Kraft, Lowe’s, Chrysler Key Clients: Dell, Oracle, H.O. Zimman, Inc. Continental Mills and NBC Universal hozinc.com International Association of Laughlin Constable MSP-C, a division of MSP Lynn, MA Business Communicators laughlin.com Communications Key Clients: NFL, the National Chicago, IL msp-c.com Group SJR Baseball Hall of Fame, the USTA, Key Clients: American Red Cross, Minneapolis, MN groupsjr.com Augusta National New York, NY McDonald’s, Kleenex, Associated Bank Key Clients: 3M, IBM, Huge Inc UnitedHealthCare, Delta Airlines Key Clients: Target, GE, ESPN Leopard hugeinc.com leopard.com Mullen GSW Brooklyn, NY Denver, CO mullen.com gsw-w.com Key Clients: Nike FuelBox, Lexus, Key Clients: IBM, CDW, Level 3 Boston, MA New York, NY Harvard Business Review, Crate & Communications, Aetna Key Clients: Acura, JetBlue, Key Clients: Stryker, Lilly, astellas Barrel MassMutual, Google Leverage Media LLC gyro iCrossing leveragemedia.com New Control, A Merkle Company gyro.com icrossing.com Hastings-on-Hudson, NY newcontrol.com New York, NY San Francisco, CA Key Clients: Crowell & Moring, Chicago, IL Key Clients: SAP, Tate & Lyle Key Clients: Benjamin Moore, Vantiv, HireVue, Sher Leff Key Clients: 24hour Fitness, VISA, Makino, TDA Charles Schwab, LEGO, National AARP, GAP Hanley Wood Geographic Lexicon Content Marketing lexiconcontentmarketing.com Nomadic Agency hanleywood.com Idea Grove Technology Des Moines, IA nomadicagency.com Minneapolis, MN ideagrove.com Key Clients: Better Business Bureau, Scottsdale, AZ Key Clients: FedEx, Sherwin- Dallas, TX Hy-Vee, United Way of Central Iowa, Key Clients: Disney Parks and Williams, Synchrony Financial, Key Clients: Sabre, Amazon, CA Kreg Tool Destinations, Frito-Lay, Ubisoft, Andersen Windows Technologies, EXL Remington Lowe Campbell – Ewald Publishing AGENCIES BY INDUSTRY IDG Enterprise lowecampbellewald.com NR Media Group FINANCIAL SERVICES idgenterprise.com Detroit, MI nrmedia.biz C3 Creative Code and Content GmbH Farmingham, MA The Globe and Mail, Custom Content Group Key Clients: U.S. Navy, Haven, Columbus, OH Group SJR Imagination Consumers Energy Key Clients: Simonton Windows, imaginepub.com Apicha Community Health Centers, Imagination Luckie & Company Chicago, IL Franciscan Media, Meditab Software King Fish Media luckie.com Key Clients: Wells Fargo, Lowe’s, Meredith Xcelerated Marketing Birmingham, AL Ogilvy & Mather US Foods, Project Management Pace Key Clients: Regions Bank, ogilvy.com Institute Relevance GlaxoSmithKline, Little Debbie New York, NY T3 Custom Immersion Active Snacks, Alabama Tourism Clients: Unilever, IBM, WWF, Google WSJ. Custom Studios immersionactive.com Madden Media PACE Frederick, MD maddenmedia.com paceco.com Key Clients: Home Instead Senior TECH/SOFTWARE Tucson, AZ Greensboro, NC Burns Marketing Care, Del Webb, Hyland’s, Humana Key Clients: Galveston Island Verizon Wireless, Four HUGE Inc. Key Clients: Convention and Visitors Bureau, Seasons Hotels & Resorts, Walmart, IDG Enterprise Imprint, a Sullivan Content Lab imprintcontent.com Montana Office of Tourism/Travel USAA King Content New York, NY Montana, Annapolis & Anne Arundel McMurry/TMG Palio+Ignite. An inVentiv Health County CVB, Arizona Office of MSP Communications INK Company Tourism, Vacation Guide Relevance inkagency.com palioignite.com Velocity Partners Ltd. Irvine, CA Madison Miles Media New York, NY Vertical Measures Key Clients: Golden Spoon, madisonmilesmedia.com Key Clients: GlaxoSmithKline, Waggener Edstrom Yokohama, Baja Fresh, Orange Arlington, TX AbbVie Inc., AstraZeneca, Gilead County Dept of Education Key Clients: Children’s Health Parthenon Publishing System (formerly Children’s Medical NON-PROFIT iostudio parthenonpub.com Burns Marketing Center), The Dallas Morning News, iostudio.com Nashville, TN C3 Creative Code and Content GmbH ALOA Security Professionals Nashville, TN Key Clients: TravelCenters of Editor Group Association Inc., Mended Hearts Key Clients: National Guard, DC America, HCA, Amsurg, MissionPoint FusionSpark Media Beer, Second Harvest, Mid TN Marcus Thomas LLC Imagination Petrol Advertising marcusthomasllc.com King Content petrolad.com Cleveland, OH Mahlab Media Burbank, CA Key Clients: Nestlé, Bendix, Pyxl Key Clients: Western Digital, Bandai WSJ. Custom Studios

20 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Made in Europe. Celebrated in America.

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C3_Anzeige_206,38 x 276,22 mm.indd 1 10.02.15 16:54 Key Clients: Whole Foods Market, Marvin Test Solutions, Silicon Audio, Asset Management Pty Ltd, Catholic Panera Bread, Merck, Mead Johnson Wineman Technology Super, Raw Wildlife Encounters Siege Media Triangle Publishing Ajans Luxus siegemedia.com triangle-publishing.com ajansluxus.com San Diego, CA Newton, MA İstanbul, Turkey THE CONTENT Key Clients: Zillow, Ancestry, Key Clients: Microsoft, Oracle, Key Clients: Turkish Airlines, Bayer, AGENCY LIST Shutterfly, TripAdvisor Pricewaterhouse, SAP Deutsche Bank Mortgage, Filli Boya SPROUT Content Tribune Content Agency Ariad Communications Namco, Turtle Beach, Activision sproutcontent.com tribunecontentagency.com ariad.ca Pensacola, FL Chicago, IL Toronto, Canada The Pohly Company Key Clients: Language Line Key Clients: Visa, Unilever, TD Bank, pohlyco.com Vertical Measures Solutions, ESCO Technologies, verticalmeasures.com Johnson & Johnson Boston, MA Flagship Solutions Group, Wise.io Key Clients: 3M, abc, Continental Phoenix, AZ AUDE Airlines, Orbitz Story Worldwide Key Clients: Homes by Westbay, aude.pl storyworldwide.com Ryland Homes, Mobile Mini, Barnett Warsaw, Poland POSSIBLE New York, NY Dulaney Perkins Key Clients: BNP Paribas, Deutsche possible.com Lexus, RCI, Beech-Nut, Bank, EDF, Goodyear Key Clients: Waggener Edstrom New York, NY Unilever Key Clients: Microsoft, Coca-Cola, Bill waggeneredstrom.com Axonn Media Ltd & Melinda Gates Foundation, Amazon StudioOne Multiple Locations axonn.co.uk studioone.com Key Clients: Microsoft, Shire, London, United Kingdom PropelGrowth New York, NY T-Mobile, Volvo Key Clients: Western Union, propelgrowth.com Key Clients: Colgate-Palmolive, Monarch Airlines, Hatstand, ATS Princeton, NJ Weber Shandwick US Cellular Corporation, Symantec webershandwick.com Euromaster Key Clients: Financial technology, Corporation, Mars​ Corporation​ electronic trading and wealth New York, NY Bauer Custom Media management companies Stunt & Gimmick’s Key Clients: Milk, Unilever, Novartis, bauer-media.com.au stuntandgimmicks.com VMWare divisionscustom-media Pyxl Charleston, SC Sydney, Australia thinkpyxl.com WITH/Sims Key Clients: Islamorada Investment Key Clients: CPA Australia, Myer, Scottsdale, AZ withsims.com Management, The Culinary Atlanta, GA Telstra, Westfield Key Clients: Carpathia, Covenant Exchange, Senior Helpers Health, University of California, Key Clients: Neenah Paper, C3 Creative Code and Content GmbH Berkeley, Delta Dental of Arizona Syncshow Interactive Southern Company, Pacific Gas & c3.co syncshow.com Electric, The Coca-Cola Company Berlin, Germany Razorfish Rocky River, OH Key Clients: Allianz, Amway, razorfish.com WP BrandConnect Key Clients: HoverTech washingtonpost.com/sf/brand- ThyssenKrupp, Volkswagen Group New York, NY International, RBB Systems, Precision connect/ Castleford Media Pty Ltd Key Clients: Mercedes-Benz, Unilever, Brush Company, Therma-Zone Nike, The Patrón Spirits Company Washington, D.C. castleford.com.au T3 Custom Key Clients: Astrazeneca, Cleveland Sydney, Australia Relevance – Publication. t3custom.com Clinic, IBM, Xerox Cirrus Media Agency. Events. Seattle, WA relevance.com WSJ. Custom Studios cirrusmedia.com.au Key Clients: TD Ameritrade, Options wsjcustomcontentstudios.com New South Wales, Australia Indianapolis, IN Industry Council, Schaeffer’s New York, NY Key Clients: Ferguson Plarre, Key Clients: Rackspace, Seagate, Investment Research, HSBC Intuit, Teradata Key Clients: GE Capital, Arizona Nurofen, GE Healthcare, NAB T Brand Studio Office of Tourism, Mercedes-Benz, contentgroup Rem Publishing Group LLC nytimes.com/ads/idealab Samsung contentgroup.com.au remcustomcommunications.com New York, NY Scottsdale, AZ Yesler Canberra City, Australia Key Clients: Netflix, Cole Haan, yesler.com Key Clients: Australian Department Key Clients: Behr Process Goldman Sachs, Shell Corporation, Kinetix Group, University Seattle, WA of Foreign Affairs and Trade, Australia of Phoenix Think Stripes Key Clients: Microsoft, SAP, Department of Industry, Australian thinkstripes.com Amazon, Mindtree Capital Territory Government, UN Rodale Grow Dallas, TX Women Australia rodalegrow.com Zehnder Communications Key Clients: Music Bed, Assurant, z-comm.com Cypres New York, NY Sam Moon, Beard Supply New Orleans, LA cypres.com Key Clients: Burger King, Farmers Leuven, Belgium AGENCIES BY INDUSTRY Time Inc. 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Pace dialogi.fi e2msolutions.com Touchpoint Media Helsinki, Finland Gujarat, India touchpointmedia.com MANUFACTURING Key Clients: Kesko, Tallink Silja, Key Clients: Cyfe, Prestashop, CBAC Demand Media Minneapolis, MN Posti Group, Avainapteekit Funding, Agiliron Editor Group Key​ Clients: UnitedHealthcare, Agency Fish Edge Fathom Bank of America, Pitney Bowes, USA agencyfish.com edgecustom.com.au GLC, a marketing communications Hockey​ Western Australia, Australia Manly, Australia agency TREW Marketing Key Clients: Qatar Airways, Garuda Key Clients: Suncorp Group AAMI, Hanley Wood trewmarketing.com Indonesia, SriLankan Airlines APIA, Suncorp Bank, Optus, Australia Mahlab Media Austin, TX Post, Woolworths Pyxl Key Clients: Silex Technology, Agency Marou Syncshow Interactive agencymarou.com.au Editor Group editorgroup.com TREW Marketing Victoria, Australia New South Wales, Australia WSJ. Custom Studios Key Clients: Zoos Victoria, Plenary

22 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Great content marketing taps great passion.

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> If you’re a brand manager looking to leverage content marketing strategies, but your customers aren’t the white paper or webinar crowd, you need content fueled by the passions of your customers. And that’s where we excel. Marcus Thomas is a marketing communications agency that helps global brands identify what inspires and motivates their customers – and then we develop campaigns to enable those customers to bring their passions to life. Because content drawn from passion is the most powerful content of all. It’s the content customers will create, share and curate. It’s the content that makes brands grow. Visit marcusthomasllc.com/passions to download our free white paper on “Leveraging the Passions of Your Customers,” or for more information, contact King Hill at [email protected].

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Turkcell, Fiat, Turk Telekom iprospect.com Key Clients: IMServ, Dell, Travelport Key Clients: Key Clients: Volvo, SVEASKOG, London, United Kingdom OTW Communication SATS, clas ohison, Kronans Filtered Media Key Clients: General Motors, Adidas, filteredmedia.com.au otw.se Neiman Marcus, American Express Story(ation) Stockholm, Sweden Chatswood, Australia storyation.com Journal International Key Clients: Husqvarna, IKEA, SAS, Key Clients: Telstra, Microsoft, GE, Bondi Junction,Australia KitchenAid journal-international.com ELLE Decoration The most comprehensive, up-to-date curriculum available anywhere: Key Clients: Tourism Australia, Munich, Germany Plot Content Agency Citibank, Tourism New Zealand, Qantas Fleabark Key Clients: American Express, fleabark.com plotcontent.com  30-minute, self-paced courses Wella, Samsonite, BMW Switched on Media Lisbon, Portugal Vancouver, Canada switchedonmedia.com.au King Content Key Clients: Montepio, Jerónimo  Key Clients: The Sutton Place St. Leonards, Australia Focused on best practices in content marketing Hotels – Revelstoke, Kols, Carpenter kingcontent.com.au Martins, Caixa Geral de Depósitos Key Clients: Southern Cross Travel Sydney, Australia Real Estate, Kelowna Tourism Primafila Corporate Publishing Insurance, Vodafone, Spotify,  Learn from leading experts in content marketing Key Clients: Bupa, Flight Centre, GE, primafila-cp.ch People’s Choice Credit Union The Globe and Mail, Custom LinkedIn, Lenovo Zürich, Switzerland  Content Group tbk Creative Quizzes to measure knowledge retention Knobly Media Key Clients: Siemens AG, Credit Suisse globelink.ca/customcontent tbkcreative.com knoblymedia.com Toronto, Canada Progressive Customer Publishing Ontario, Canada  Certificate of completion KPMG, Ford, Cisco, Bangalore, India Key Clients: progressivecp.com Key Clients: Sifton Properties, Key Clients: Project Management Toyota, HSBC London, United Kingdom Danby Appliances, Jiffy Lube, Larlyn  Institute, Cisco Capital, Terumo Access to 2-3 new courses a month Key Clients: Institute of Chartered Property Management Hatchd Digital Penpol, Bloomberg TV hatchd.com.au Accountants in England and Wales Tomorrow People Western Australia, Australia Mahlab Media (ICAEW), Foodservice Consultant tomorrow-people.com The Metropolitan mahlabmedia.com.au Society International (FCSI), KPMG, Key Clients: Birmingham, United Kingdom Redevelopment Authority (MRA), Balmain, Australia Elite Traveler Key Clients: Three Mobile Bedshed, Murdoch University, Key Clients: Australian Human Propaganda (Hutchinson), Oracle/Eloqua, KEY TRAINING TOPICS: Brookfield Resources Institute, Company propaganda.be Triodos Bank, Trustpilot Directors, Commonwealth Bank Havas Media Zaventem, Belgium Plan • Audience • Story • Channels • Process • Conversations • Measurement of Australia, UTS (University of Totem havasmedia.com Key Clients: Delhaize, Proximus, Technology, Sydney) totem.tc Puteaux Cedex, France Delta Lloyd, bpost Ontario, Canada Pedigree, IKEA, EVIAN, AXA Montage Communications Key Clients: Publicis Groupe Acura, GEICO, Sobeys, montagecomms.com Key Clients: publicis.com Air Transat “As an educator and developer of Internet Marketing curriculum, I highly recommend CMI’s content Head Office Suffolk, United Kingdom headoffice.be Paris, France Key Clients: Brabantia, Pilgrims Velocity Partners Ltd. 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24 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER www.contentmarketinginstitute.com/online-training ACCELERATE YOUR CONTENT MARKETING WITH BEST-PRACTICE TRAINING

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www.contentmarketinginstitute.com/online-trainingCHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 25 IDEA GARAGE MARKETOONIST WHAT’S ONLINE TECH TOOLS TACTICIAN EXPERT INSIGHT VERTICAL VIEW TECH TOOLS Read more from Roanne Neuwirth. http://cmi.media/ neuwirth

Engage the C-Suite through a Client Advisory Board Connecting with hard-to-reach C-level clients remains an ongoing challenge for marketers. More should consider creating a client advisory board, which when done right, provides traction with your most coveted clients.

Roanne Neuwirth et’s start by clarifying the concept of a client advisory board. The term CLIENT ADVISORY BOARD DEFINED is used fairly broadly to describe a What: Convenes your key clients and stakeholders multiple times a year to advise on range of marketing- and sales-related strategy, product or service direction and innovation. activities, which all contribute in their own ways, but are designed Why: A way for your senior leadership team to learn from and better understand your differently and provide separate outcomes. most important senior executive clients, and for your clients to engage with peers to LA client advisory board is a forum that brings learn and contribute to shared exchange of value. It also creates an ongoing platform together key clients and stakeholders multiple for content collaboration, co-creation and shared insight. times a year to advise on strategy, product or service direction and innovation. It serves as a strategy- level sounding board for your leadership team WHAT A CLIENT ADVISORY BOARD IS … AND IS NOT to learn from and better understand your most important senior executive clients, and for your • A listening tool clients to engage with peers to learn and contribute • An ongoing dialog to shared exchange of value. A Client Advisory • Focused on business strategy, growth, transformation It is worth understanding what advisory boards Board is • Targeted to top-tier strategic executive clients are not, as mixing them up with other programs

is a key contributor to failure to deliver on their Source: Farland Group promise. What is conspicuously absent from an • A lead-generation tool advisory board is any type of selling or pitching • An event or product-level testing and discussion. Advisory A Client Advisory • A focus group Board is NOT • A research program boards are also distinct from events and one-way • Focused on product input and testing sharing as they are designed as collaborative • Targeted to product users, execution teams interactive conversations. The figure to the left highlights key differences.

26 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER HOW TO LEVERAGE ADVISORY BOARDS TO FUEL CONTENT WHY DO IT? CREATION Your clients will provide input on any range of If an advisory board is well executed, clients become topics and challenges you put in front of them. extremely vested in the board and the evolution of The key is to focus on areas where you really want the business it is advising, and both the clients and and need advice. Senior executives also value the company derive value from the collaboration. early access to innovative ideas and are happy to engage in advancing the dialog on leading-edge, Benefits can include: provocative thinking that you are still forming into • Deeper, stronger, more aligned client relationships a point of view. The tone of the content matters—if • New revenue growth and increased share of you pitch or present sales-oriented materials, the wallet based on improved positioning conversation will rapidly derail. We also find the • New leadership direction and approaches based Get advice and input most effective advisory board meetings include on client perspectives on research findings to peer cases and examples (from members or others). • Product and service innovation arising from test for relevance and Everyone learns from the best-practice sharing and insight into customer emerging needs usefulness of the output. peer stories, and this helps to surface the clients’ • Thought leadership and content ideas created points of view on priorities and challenges facing from the perspective of external stakeholders them in their business. • A pulse on changing and evolving market insights and access to new thinking Co-create the agenda. Your clients are the best resource to help you get Clients also gain value, and we find that executives the content right, and ensure a discussion that is from the sponsoring company are often surprised valuable to all participants. Seek board input on at the extent to which their clients appreciate Develop work streams the agenda in advance of the meeting and evolve these benefits. with board members it together. Early glimpses into board member • Peer connections in a confidential, vetted to explore a particular priorities help improve and influence the content environment business challenge and shared at the meeting away from sales and toward • New, innovative ideas; access to early-stage potential solutions, relevance and insight. thinking co-creating a thought piece with the shared • Contribution to advancing the dialog on key Act on advice. business challenges observations. The most important step in getting results is to • Opportunity to influence the strategy and make sure you take action on the advice and input direction of key partners/vendors you receive. Clients want to see that their time and • More targeted, useful and valuable client effort were not wasted, and will expect a report experiences at a future meeting. To drive broader action you will need to build a systematic way to share and INGREDIENTS FOR SUCCESS embed the advice and insights throughout the There is a science—and an art—to creating effective enterprise, whether it is with the sales team, the Extract and analyze the client advisory boards that deliver on their promise. senior strategy leaders, the content marketers or higher-level business Here are several areas to focus your planning. beyond. We also find it helps to work together with challenges and priorities your board members to find a way to hold yourselves of advisory board accountable for taking action, and determine how Get membership right. members over time to Core to any successful client advisory board is you plan to track and measure progress coming out create a position paper recruiting the right set of members to provide advice of your board meetings. on trends. and share strategic insights. Ideally you want to Client advisory boards require a systematic involve those clients who bring the most value; approach and process to deliver on the potential they are likely the most senior executives in those strategic outcomes you seek. But if you focus on key relationships, are leaders in their industry and those elements that make it successful and apply have an interest in shaping your future. Executives rigor to their implementation, you will greatly highly value peer connections, so those clients enhance and amplify your conversations with your invited to join the board must be true peers to each executive clients, deepen the relationships—and in other and your own executive team to sustain a Invite board members the process access ongoing leading-edge insights strategic conversation. to consider sharing case into your clients’ priorities and challenges. examples presented at Deliver on the content. meetings with a broader Getting the right agenda is critical in driving audience. Roanne Neuwirth is a senior vice president at Farland discussion and keeping board members engaged. Group. Find her @RoanneNeuwirth.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 27 PODCAST HIGHLIGHT: CONTENT MARKETING NEXT WITH PAMELA MULDOON In each issue, CCO highlights a podcast series available on The CMI Podcast Network. This time we look at Content Marketing NEXT, a bi-weekly series from Pamela Muldoon that examines the future of content marketing—viewed through the eyes of guests. NOW AVAILABLE ON CONTENT MARKETING NEXT amela Muldoon began her career in radio broadcasting, but now works Muldoon speaks to Andy Crestodina, co-founder of Pwith companies and agencies to develop audio content strategies. Orbit Media Studios in Chicago. Crestodina is a rare She also runs The CMI Podcast Network, shepherding a varied group of numbers geek who can explain technical concepts podcasters as they explore the industry of content marketing. in plain (even entertaining) English. He shares Muldoon’s own podcast examines the outer edge of content technology, wisdom about mobile content, natural language the discipline of content marketing and even how future trends will affect search and content analytics. careers in content. Her show also includes Blast The Buzzword—a segment that mocks (and then resoundingly rejects) the worst buzzwords in Listen: http://cmi.media/greaterreturn marketing. And In the Hot Seat, where guests have three minutes to answer three important questions. (No one sees you squirm on podcasts.)

BY THE NUMBERS PERCENTAGE WHO HAVE A … DOCUMENTING STRATEGY One of key differentiators between the most effective DOCUMENTED CONTENT VERBAL-ONLY CONTENT content marketers and their MARKETING STRATEGY MARKETING STRATEGY less effective peers is the presence of a documented content marketing strategy. (Having a verbal-only strategy 35% 27% 23% 48% 50% 43% helps in some regards, but the B2B B2C NONPROFITS B2B B2C NONPROFITS benefit is minimal compared to those who have taken the extra step to write it down.) More successful at tracking ROI

Dig into all of CMI’s content marketing Allocate more of their budgets to content marketing research: http://cmi.media/research15 Less challenged in every aspect of content marketing

28 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER IDEA GARAGE MARKETOONIST WHAT’S ONLINE VERTICAL VIEW Social Influencers Share the Tools That Help Them Keep Their Edge. TECH TOOLS TACTICIAN VERTICAL VIEW TECH TOOLS To submit your What tools are you using to listen to TECH TOOLS ideas, contact techtools@ and monitor the social media activity contentinstitute.com. related to your organization?

SALESFORCE MARKETING CLOUD HOOTSUITE WWW.MARKETINGCLOUD.COM WWW.HOOTSUITE.COM We like Salesforce Marketing Cloud because of the volume Hootsuite is the ultimate social listening/monitoring tool. of conversations it pulls (not just your social channels, but The dashboard allows you to set up 20 tabs, each with 10 mentions across Twitter, Facebook, video, article sites, blogs customizable streams based on chosen keywords and phrases and more), its real-time mention aggregation. It provides with real-time updates. Within these streams, you can assign meaningful analytics on top of this data including sentiment, tweets to team members (and approve their responses before influencers and demographic insight. publishing), reply/retweet/favorite tweets, view and search user profiles based on factors like Klout scores—all without DAVID NEUMAN, PRIME VISIBILITY, @DAVE0911 leaving the dashboard.

ALYSSA MCCORD, TECHNOLOGY ADVICE, @TECHNOLOGY_ADV SPROUT SOCIAL WWW.SPROUTSOCIAL.COM Our preferred tool for publishing, Sprout Social is easily the best one-stop tool for monitoring channels and engaging. What’s more, it ensures comments on ads are captured (something Facebook doesn’t even do for native advertising), which allows us to answer questions on the information we have available, etc.

BRANDON HARIG, CEREBRALPALSY.ORG, @THECPORG

BUZZSUMO WWW.BUZZSUMO.COM BuzzSumo lets us to track the most shared content in social media for industry keywords, our company or competitors. We can also track who shared each piece of content (and sort by number of followers in Twitter, for example). We’re alerted HELPSOCIAL when Wrike or any top competitors get a new backlink so we WWW.HELPSOCIAL.COM can quickly share this content and connect with the writers and We use HelpSocial to monitor the social web for mentions of influencers who mention us. our company and brands. HelpSocial enables our social support team to interact with customers and other users. In addition TOM TREANOR, WRIKE, @RTMIXMKTG to helping us to more quickly address each specific customer issue, the context provides us with the ability to understand drivers and trends, which exposes other opportunities to MENTION improve business processes. WWW.MENTION.COM We use Mention to track Twitter and Facebook users who are JEREMY “WAZ” WASNER, RACKSPACE, @RACKSPACE talking news about drones. By tracking mentions of people talking about drones, drone news and our brand name, we are able to provide our readers with the most up-to-date content. DEPARTMENT EDITOR Mention also allows you to set your preferences to track direct and indirect mentions of your brand name. Ann Gynn trains others to create successful content marketing or works to get the job done on behalf of her clients. Follow her @anngynn. WESLEY FLIPPO, BUY THE BEST DRONE

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 29 INFORM INSPIRE LIKE A THINK TV PRODUCER Want to go all in with video? Take a cue from EMC, the Big Data and cloud-computing company, and start telling stories the way a ENGAGE TV producer would. Erin Rodat-Savla

he brick building that houses the heart of EMCTV could be any other building in any other corporate office park. In fact, Maggie Burke, senior director of corporate marketing, seems impressed that I’ve managed to find it among the dozen others on this cul-de-sac. She leads me through a rabbit warren of decommissioned cubicles, empty offices and miscellaneous Tstorage stacks to a dimly lit corridor lined by metal mesh walls. A banner overhead suggests we’ve arrived: “EMCTV – Inform. Inspire. Engage.” Despite the fact that I’ve already seen some of EMCTV’s programming, it’s still surprising to see a fully operational TV studio in this former warehouse. Behind these walls, there’s a Hollywood makeup mirror. There’s a small, nicely appointed seating area—the green room, of course. And there’s the multi- camera production booth, with its bewildering array of buttons and screens. I’m told it’s fully portable, giving the team the ability to mix and cut video on the fly, even as it streams live from any site. Turn a few more corners, and I find myself under a fully outfitted, 24-by 36-foot lighting grid, facing a standing news set. (I half expect to find Diane Sawyer testing her mic.) Towering over me is a newly acquired 14-foot camera jib. I no longer feel like I’m in an office park. Although they work there every day, no one is more surprised WHAT DOES BRAND- SPONSORED NETWORK NEWS LOOK LIKE?

Live Broadcasts & Product Launches: Following the “reporting-to-you-live-from” format, EMCTV reporters and anchors cover key EMC events. An internal broadcast network allows five times as many EMC employees to participate and the coverage generates volumes of on-demand content for replay, particularly by the salesforce. In September 2013, the team produced Speed to Lead, a 24-hour product launch for EMC’s VNX unified storage line. The “follow-the-sun” broadcast hopped between reporters at 13 locations. This orchestration surprised even EMCTV’s infrastructure partner for the event, Major League Baseball Advanced Media, whose technical lead quipped after wrap, “You know we’ve never done anything like that, right?” In one DataCrunchers episode, the hosts provide color commentary as they watch 20 tons of rock crush a data center only to have the data recovered before a truck speeds around a race Brand-awareness Documentaries: track. Burke says, “We blow things up, drop things out of airplanes, have crazy races. It’s fun. EMCTV has produced several short films It’s different. It’s not taking ourselves too seriously.” documenting EMC’s contributions to extraordinary historical preservations, including massive digitization projects at the Vatican Library, The Yad Veshem World Center for Holocaust Research, Pisgah “At EMC, we sell highly technical and often abstract Astronomical Research Institute and Finca products and services. But, the truth is, there are Vigía, Ernest Hemingway’s home in Cuba. “People engage with brands if you thousands of stories around how Big Data and IT communicate what you stand for. What do change the way we live, function and work. The you want people to feel when they think stories are there, if you think about where to look.” about you? These films say something very human about EMC—that historic preservation is something we value and believe in. I’ve had - MAGGIE BURKE, SENIOR DIRECTOR, salespeople say that they’ve landed deals CORPORATE MARKETING AT EMC because of our Vatican video,” explains Burke. Ongoing Programs: Recurring programs like IT Insider, an interview show with IT and security bigwigs like the CIA’s former to find this studio in place than Dave leap from broadcast to corporate TV 14 information security officer; The Geek Pit, Ross, senior manager, and Glenn years ago. A decade later, she joined EMC a product demo show or the Mythbusters- DiTommaso, chief technical engineer. at a time when the formerly sales- and styled DataCrunchers show off EMC The original two-man team, Ross and engineering-oriented B2B company had technology and thought leadership in ways DiTommaso have produced video for just appointed its first chief marketing that appeal to its corresponding audience, EMC for 14 years. With no small amount officer. CMO Jeremy Burton brought in particularly the young and “techie” set. of wonder, Ross struggles to express the Burke to create video communication for Newsworthy Events: EMCTV recently turn of events, “Ten years ago, I never executives and interject the news-style captured the moment when EMC and Lotus would have predicted anything like this. commentary into EMC’s corporate video. Formula 1 broke a Guinness World Record— I figured we would just keep doing what (Prior to this, Ross and DiTommaso— launching a semi-truck 83 feet, 7 inches off we were doing. The stuff we’ve done over who also started out in network TV— a ramp and over an F1 race car speeding the past four years? This warehouse? produced mostly customer testimonials down the track. (The video joins multiple I never, never saw it.” and the occasional executive interview other clips focused on the EMC and Lotus F1 with just a couple of cameras and a technical partnership and how EMC’s private From Corporate Videos computer between them.) cloud infrastructure supports the team’s to Network-quality News Burke says her charge was general, race performance.) Burke, a former CBS network news “Get executives out in front, so the whole correspondent and producer, made the company can see them, understand them

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 31 READY TO and engage with them. We need video.” A small, nimble production BUILD YOUR They started modestly with a single serial team, coupled with employee OWN STUDIO? program called “Bill’s Breakfast Club,” experts as on-air talent. a chat show for the salesforce featuring The team operates in Massachusetts and California. If you’re wondering whether to the head of worldwide sales. Today, as a In addition to Burke, four team members serve go in house for video content, semi-autonomous arm of the corporate as producers and directors, with two cameramen Burke asks just how much marketing department, the 10-person and editors on each coast, and additional roles to video is on your roadmap for EMCTV team is averaging a show a week, support the team’s operations. both marketing and internal about eight product launches per year, For the volume and complexity of what EMCTV communication. If it’s still only multiple mini-documentaries for brand produces, it’s still a pretty lean team. The key: a handful of videos, stick with awareness … all on top of producing TV Recruiting EMC employees as on-screen talent. agencies or experiment with news-style coverage of the company’s Several times a year, EMCTV runs internal new hybrids like YouTube’s quarterly meetings, the innovation auditions, identifying EMC employees—be they playground studios in New conference Launchpad and the IT systems engineers or vice presidents—to be event York City. If it’s much more conference EMCWorld. This success— reporters and anchors, as well as the hosts for than that, Burke says, you will and the still-increasing demand for its recurring programs. These recruits then go through be surprised how small you work—is what led the company to agree reporter boot camp to develop research, interviewing, can start—and how worth it to EMCTV’s proposal: Convert unused teleprompter, mic and other on-screen skills. will be. warehouse space into this dedicated, on- “We’ve now got about 24 people who are really, site studio. It opened in February 2013. really good at this. We couldn’t do what we do on the It’s less expensive budget we do it without them,” Burke says, pointing than you think. urke contrasts EMCTV’s approach out the main advantage—they already know the You don’t need to start with a to traditional corporate TV: “For products and messages. “The on-air parts are far full-blown studio, of course, and B many organizations, the gold standard easier to teach than how to portray your company.” prices have plummeted on the is still some talking head executive shot EMCTV also supplements its field crew with basic equipment. The EMCTV on a green screen. It’s understandable. employees from other divisions, often younger team estimates that the roughly It takes money to create our kind of members of departments like IT or educational $50K invested four years ago content, but the things you can do with services, who bring introductory video or technical is almost 10 times more than new, lower-priced technology make it skills and a real desire to learn. Ross explains, what you’d need to spend possible to produce richer stories. “Managers are generous with their time because they today for basic cameras, a We tell stories that are definitely not learn a tremendous amount on set. It becomes an TriCaster Mini and other starter your norm. We do mini-documentaries informal apprenticeship.” infrastructure. Ross points out, ... and think of them the way Dateline, When it comes to creating your core team, “You pay that just walking into 20/20 or 60 Minutes would. We try to however, Burke advises, “Look for TV people. the door of some agencies.” find really fascinating stories, then tell There’s no real replacement for experience. them well ... to evoke positive feelings Everybody from my team comes from TV, not Don’t discount executive about the company.” corporate marketing—BBC, Smithsonian, Lifetime, cost, convenience This story-and-news approach helps A&E, CBS. They know visual storytelling.” and comfort. cut through the fact that, as Burke And don’t assume that corporate work isn’t If your executives are the admits, “EMC sells something that, attractive to creatives; there’s something to be said stars of the shows, the ease of quite frankly, is a little difficult for for stable benefits, corporate budgets and the lack getting them into the studio, as people to understand. Our job is to build of dubious assignments, like covering the sinkhole well as working with familiar an awareness of everything that ‘data eating a supermarket parking lot. faces, can also contribute to storage’ really means.” The videos dovetail Certainly the energy of Burke, Ross and DiTommaso significantly lower costs and into the company’s brand awareness, isn’t that of creatives being quashed by corporate higher quality productions. thought leadership and audience life. They’re eager to tell their own story in hopes engagement efforts by broadcasting it encourages more organizations to redefine and interesting characters and fascinating push the boundaries of corporate content. “We’ve visuals to its core external audience of put together a team of unbelievably talented people Over the years, Burke and the EMC team have distilled eight engineers, data scientists, security officers ... and EMC leadership has let them blossom. This is a tips for corporate marketers to and CIOs, as well as its strongest brand dream job for us. We’re making TV and having fun.” start thinking like TV producers. advocates: its 65,000-person global Read about it a http://cmi.media/emctv workforce. “These are the people who Erin Rodat-Savla is vice president at Farland Group, are going to tell your story with a real a B2B marketing and strategy consulting firm. emotional connection to it.” Follow her @ersavla.

32 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Are your webinars presentations or conversations? Don’t just give static presentations. Deliver interactive, engaging webinars.

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ON24-ContMarkAd_8.125x10.875_final.indd 1 2/6/15 10:04 AM IDEA GARAGE MARKETOONIST WHAT’S ONLINE EXPERT INSIGHT

UNSOLICITED You didn’t ask for it, but we’re ADVICE dishing it out anyway. C-SUITE

More unsolicited advice from Andrew Andrew Davis dishes out content marketing advice Davis: http://cmi. to unsuspecting targets. In this issue, he pleads with media/davis Sally Pofcher, CEO of Paper Source, to think less about promotion and more about inspiration.

Sally Pofcher CEO Paper Source

Dear Ms. Pofcher, I love your stores. I can’t stand your emails. Your staff is attentive and knowledgeable. Your classes look fun and interesting. Last year, literally a year ago, I spent a half-hour learning how to heat emboss from one of your friendly team members—and I really enjoyed it. Instead of dropping $100 on embossing hardware and supplies on a whim, I decided to wait and left the store empty-handed—but not before signing up for one of your emails. Over the next 12 months you emailed me offers and new product news every single week. Here’s the thing: I don’t need a discount. I need some inspiration. I need to be inspired to use your embossing tools for hundreds of cool projects. I need you to remind me how much fun I had heat embossing paper in your store. I need you to inspire me to create my own branded thank-you cards and crafty personalized wine gift bags. You know where I live (not specifically, but you know the shop where I signed up to be on your email list) and you’ve never once invited me to attend an embossing class at the store down the street from my house. It’s not like you haven’t created inspirational content to share. Your blog is inconsistently littered with neat ideas (and worthless promotions). I found a great article showing me how to create chalk paper placemats. You’ve inspired others to decorate their pumpkins with glitter paint, to emboss gift wrap and ribbon, and even to create an embossed hot-air balloon mobile. That stuff is pretty good. (Though to be honest, the stuff your in-store staff showed me was a lot better … they are a crafty bunch!) You see, as a wannabe crafter, I need you to create a moment of inspiration, an instant in time that sends me on a journey I never expected. Instead of sending me a 10-percent-off coupon, why not send me great ideas you’re posting on your blog? Why not inspire me to spend my Saturday making chalk placemats or embossing wrapping paper? I think you’ll find that most of us who aren’t die-hard crafters are not convinced to spend money because you’ve given us a discount. We’re motivated to spend when you’ve inspired us to try something new. Here’s the deal, Ms. Pofcher. If you send me weekly inspiration instead of discounts, I’ll buy that $100 worth of embossing supplies I looked at last year. What do you say? Do we have a deal?

Whether you wanted it or not, DEPARTMENT COLUMNIST Andrew

Andrew Davis is the author of Brandscaping: Unleashing the Power of Partnerships. Follow him @TPLDrew.

34 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 35 IDEA GARAGE MARKETOONIST WHAT’S ONLINE EDITORIAL SOCIAL WEB VERTICAL VIEW VERTICAL VIEW TECH TOOLS Read more from Jonathan Crossfield: http://cmi.media/ crossfield

AVOIDING A SOCIAL MEDIA TRAGEDY The tragic #SydneySiege showed just how off key marketers can be when they ignore (or worse, capitalize on) unfolding, tragic events.

Jonathan Crossfield

any years ago, I briefly worked as a door-to- That massive, shared experience blossomed Mdoor salesman, the worst possible form of into positive community initiatives such as interruption marketing. #IllRideWithYou, which began in retaliation to Every knock of the door, I dreaded stumbling stories of racist attacks on public transport. Social into an intense argument or family tragedy. media made me proud. Somehow, the opportunity to buy a discount gym Sadly, not all uses of social media that day were membership would seem inadequate compensation so commendable. for interrupting Great Aunt Irene’s wake. I would look for signs as I walked up the path. Making a Hash of It Raised voices? Move onto the next house. Of course, Hashtags are not to be taken lightly. They’re highly that’s common sense. No one would try to sell to a variable and fluid things, and can really explode family in mourning or pitch a product to a couple during a major news event. throwing plates at each other. Cue the hashtag chasers—marketers searching for Unfortunately, the same courtesy is occasionally large audiences with minimal (or no) effort. lacking in social media. “Search and connect with other participants at On Dec. 15, a madman with a gun walked into the #sydneysiege with @annectoapp. Networking made Lindt coffee shop in Sydney’s Martin Place, and the efficient.” @dearnetworking Central Business District went into lockdown. Yes, this account is apparently programmed to seek At the time, I was two blocks away in a client’s potential event hashtags—most likely any trending office, which the police cordoned off directly tag to include a city name or event-related keyword. opposite the building entrance. Throughout the Naturally, its strike rate isn’t 100 percent, and day, like most of Sydney, I turned to social media on a normal day that might not matter if you’re to stay updated. The hashtags #SydneySiege and only concerned with playing the numbers. But #MartinPlace became gathering points for anyone occasionally it is going to hit a conversation where not affected by the event. only does it not belong but is wildly inappropriate.

36 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER SO SO LES N LES N DON’T TRUST MACHINES TO READ AND CONSIDER EVERY If you switch on the CHOOSE YOUR HASHTAGS UPDATE FROM THE VIEWPOINT telly and at least FOR YOU. 3 OF THOSE MOST AFFECTED BY one channel has THE EVENTS. Think First, Post Later suspended regular With so many people eager to leave the Sydney CBD, Be Prepared programming car-service Uber’s pricing algorithm melted. Huge With any luck, your business already has a social for rolling news demand meant Uber fares skyrocketed to around media policy to cover the routine online activities four times usual rates, in many cases well over $100 of your marketing team and wider staff. You also coverage, it’s for a routine journey. should have a crisis plan at the ready if your brand probably time to Uber actually thought this was a good news fact encounters major criticism, suffers a product failure suspend yours. worth tweeting. or becomes the center of a negative news story. “We are all concerned with events in CBD. Fares have A large news event or tragedy, however, can increased to encourage more drivers to come online & change the mood of the social media landscape pick up passengers in the area.” @Uber_Sydney in minutes. At a bare minimum, if you switch on Naturally, distressed Sydney-siders didn’t the telly and at least one channel has suspended respond well to being price-gouged in the middle of regular programming for rolling news coverage, it’s an emergency. probably time to suspend yours. After a social media backlash and a highly critical Beyond that, when a major news event or tragedy Mashable article, Uber “clarified” its original tweet. starts to pop up in your timeline or newsfeed, make Apparently, the increased fare was only to encourage a quick assessment of the situation. more drivers into the city, while fares from the city would be free. (I suspect “clarified” should read 1. Does the event directly impact your business? “backtracked in the face of a PR disaster,” but I’m If so, then the crisis is yours too. Activate your social being charitable.) media crisis plan. In a public emergency, clarity is everything. If Uber’s later tweet was correct, the first was 2. Does it affect your local area? One particular appallingly worded, with little regard for how it Boston business was highly criticized for continuing would be received. to tweet content at its usual high rate in the aftermath of the Boston Marathon bombing, SO cluttering the timelines of other Bostonians LES N searching for news. NEVER CROW WHILE 2 OTHERS CRY. 3. Does it affect a significant number of your followers or customers, wherever they are? If Profiting From Tragedy your timeline and newsfeed are full of heated and “AUST gets wake-call with Sydney terror. Only Daily heartfelt discussion about the latest tragedy or Telegraph caught the bloody outcome at 2.00am. atrocity, your audience is probably not in the best Congrats.” @Rupert_Murdoch frame of mind to receive your hilariously satirical Ah, @Rupert_Murdoch—a verified account new listicle on the business acumen of cats. you could easily mistake for a vicious parody. If you like your old men grumpy, rambling and Social media is about listening just as much as it is megalomaniacal, then this is the one to follow. about sharing. If you don’t listen to your audience, Murdoch’s response to the siege was predictably if you’re blithely unaware of their mood, you risk single-minded. But it was the sheer insensitivity of one day becoming the equivalent of a door-to-door his glee that saw his tweet criticized and condemned salesman at a wake. around the world. By crowing over his newspaper’s scoop with such ghoulish language, Murdoch confirmed that both he and his newspaper were completely out of touch DEPARTMENT EDITOR with the audience. That’s bad enough for any brand, but a media company? Jonathan Crossfield is an award- If your business profits or benefits from the winning writer, blogger and journalist. tragedy in any way, keep it to yourself. Your success Find him @Kimota. comes at the expense of too much misery.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 37 Be a Video Maven Make 2015 the year to dominate with video. Consider these tools to move your video creation and production from ‘meh’ to mastery.

VIDEO CREATION TOOLS HOSTING / DISTRIBUTION / ANALYTICS

All of the following hosting sites are device and bandwidth sensitive, and will send an optimized video stream for the viewing environment. Each allows you to control There are dozens of “upload-your-photos, the viewing experience rather than YouTube serving up 16 clickable thumbnails to other get-a-video” sites. Animoto is the biggest and people’s videos at the end of yours. In other words, the viewer remains with your CTA and it has a wealth of themes, a slick UI and great does not get lured away by a video about cute, bacon-wrapped kittens. ease of use.

Arguably the most comprehensive of Wistia leads in small business-focused GoAnimate is a leading animated-video video hosting sites, Brightcove has video hosting. Uploading videos is creation site. Everything is controlled by everything you need to drive awareness, quick and easy, and the platform offers simple drag-and-drop tools, and the platform engagement and conversion. Publish and great customization of the player— automatically syncs your narration to the stream on-demand video for any device. from appearance to calls to action animated figures on screen. GoAnimate has Create branded video portals with tools and captions. As with other video huge libraries with tens of thousands of assets for SEO and social capture. Brightcove hosting platforms, Wistia offers viewer representing hundreds of industries and has a strong analytics component engagement metrics so you can adjust occupations. Finally, publish directly to YouTube that can integrate with your existing on the fly, as well as integration with or other sites like Wistia, Vidyard and Viewbix. solution, as well as the major marketing Hubspot, Google Analytics, Pardot, Mail automation technologies. Chimp and Clicky.

The presentation deck grows up. Knowledge Vision lets you create interactive online video presentations by combining video, Vidyard lets brands customize their As with Brightcove, Vidcaster focuses presentation decks and narration. It’s easy video players, making the content look on enterprise accounts. In addition to to produce, interactive for viewers, and fully more professional. The platform is often marketing applications, Vidcaster also trackable for marketers. cited for its robust, real-time analytics serves training and video subscription (and data can be channeled to Eloqua, services. The service includes leadwalls Hubspot, Marketo and Pardot). Vidyard and integrations with major marketing POST PRODUCTION also lets you push video to YouTube, automation platforms; it also optimizes meaning it’s not an either/or decision. implementations for SEO.

Imagine something halfway between iMovie INTERACTIVITY and FinalCutPro—but hosted in the cloud to better enable collaboration across teams. That’s Whereas Viewbix specializes in interactivity WeVideo. It’s a great place to combine for short-form content, such as social video animated clips (such as those from GoAnimate) Viewbix is an interactive video player ads, Hapyak specializes in interactivity with live-action clips, such as iPhone footage, optimized for social video advertising. for longer form content. It provides the professionally shot footage or stock footage. Calls to action and leadwalls are easy to functionality to insert links (calls to customize and install. Setup takes only five action), chapter markers, and quizzes and minutes. It also offers a robust analytics annotation. And Hapyak supports all this platform, which allows you to monitor your with robust analytics, which allow content Five videos your brand can’t live without: ads across different platforms, providing producers to measure engagement (as http://cmi.media/5videos real-time support for creative optimization. opposed to simply plays or video starts).

38 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Sharpen Your Pencils Content marketing influencers share their productivity secrets.

BRIAN KOLB JASON MILLER MICHELE LINN Chief Operating Officer of Author and senior content marketing VP of content at Content Wrights Media manager at LinkedIn Marketing Institute @BrianKolb @JasonMillerCA @michelelinn I found myself wasting so much time with Usually I listen to Megadeth or the Sex Pistols Most of my productivity hacks are “old emails, texts and phone calls attempting throughout the day—and while that’s great for school.” I’m a firm believer in shutting to set up meetings with colleagues. Now clearing out emails and keeping me sharp, it’s not off my email and phone, and getting I use Pick.co to do the work for me. great for writing. Someone recently turned me on to things done one by one; when it comes to Pick compares my availability with the a cool little app called Coffitivity. It recreates the thinking tasks, I have read (and believe) calendars of those I’m meeting with and ambient sounds of a cafe to boost your creativity and multitasking drops your IQ level and offers suggested times that work for all. It help you work better. productivity substantially. I plan these saves time and takes the headache out of OneNote is my savior for all things organization. super-focused sessions during times of scheduling a meeting. I used to swear by Evernote, but I think OneNote day when I am at my sharpest, such as I’m a firm believer that to be productive, has more features and has a better interface (I know first thing in the morning. you have to keep things simple. I use what you’re thinking, but Microsoft really did a great I also subscribe to a daily email called Omnifocus, a task-management job on this app). It organizes my notes, multi-media Nutshell Mail that sends me updates from platform, to stay on top of personal and assets, lists and blog drafts. The information is my social networks. I generally turn off all professional goals. It makes me more synced among all my devices, and the notebooks social notifications to remove distraction, efficient and saves me a ton of time. I create are easily shared with other folks. so Nutshell Mail allows me to do a quick check so I know what I should respond to or share. (Bonus: You can set the time of EDITOR’S CHOICE delivery so it works with your workday.) Interactive designer David Seah’s line of paper-based MICHAEL STELZNER productivity tools are like a four-shot espresso on a slow Founder of Social Media Examiner @mike_stelzner morning. Seah has spent years pondering what inspires Do you find it hard to stay focused? and compels creatives to work productively. You can Enter Focus@Will. Founded by William Henshall (who you may know from ’80s find all his tools available as free PDFs at davidseah.com, dance band, Londonbeat), the platform but our personal favorite is his sticky-pad version of the combines science and music to create soundtracks that help you focus for Emergent Task Planner, sold through Amazon.com. hours on end … and it really works. I use it every day with great effect. There’s a If you still carry around paper notebooks and calendars, free version with limited music or an this old-fashioned to-do list will change your life. extended version for a nominal monthly fee. They’ve even got a mobile app. Give it No, really. a try and thank me later.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 39 IDEA GARAGE MARKETOONIST WHAT’S ONLINE TACTICIAN EXPERT INSIGHT UNSOLICITED ADVICE VERTICAL VIEW TECH TOOLS

ike words, graphics and images can be powerful tools—but Experts Share Lthey must be used with great care to enhance, not detract from, your content marketing and branding. Unfortunately, as visual content grows in popularity and Visual Content inexpensive tools make graphics and images easier to create, many marketers churn out mediocre visual content that gets ignored by the very people it was supposed to influence. Even Mistakes to Avoid worse, some marketers post confusing or poor-quality images that don’t look like they’re from the same brand or meet Chuck Frey audience perceptions of the brand.

VISUAL “Your visual strategy should not only be a objective,” says Lisa Loeffler, publicity and CONTENT reflection of your brand, but embody it. A visual promotions manager for social media MISTAKES TO No visual strategy is what brings your brand to life in all guru Jay Baer and his popular Convince & AVOID … strategy of your interactions and online engagements,” Convert blog. “Remember to take the time says Paul Biedermann, creative director and to step back from your personal creative owner of re:DESIGN. lens and say, ‘If I was a fan of my brand, Too often, marketers become enamored with creating striking would this resonate and inspire me enough images and forget about what they’re trying to accomplish, to share it in my social communities?’ ” warns Donna Moritz, a social media marketing and visual content specialist, and founder of the Socially Sorted blog. “What do you Another frequent faux want your fans to do when they view your image? Marketers need to pas is inconsistency: think of their visual content as a doorway to great information. It’s Off-brand Marketers post not about just catching the attention of fans with visuals but having visuals infrequently or publish them take action on your content,” she explains. clashing images that don’t look like they’re from the same company. This approach can The Swedish-based division of Pepsi-Cola may have fallen in love with cause confusion and do more harm than this attention-getting image of a voodoo doll resembling Portugal’s good, Biedermann says. “A weak, conflicted, soccer superstar Cristiano Ronaldo that it used in a series of Facebook ads in 2013. But Ronaldo’s fans and his team were not amused. Pepsi fractured presentation is the death knell was forced to issue an apology. for standing out in today’s extremely busy media environment. Only by presenting a strong, unified brand across all media touch Another common mistake is creating a single points does a business stand any hope of graphic or visual treatment to use across gaining the traction it needs to be seen and One size all social platforms. Every social network understood,” he adds. fits all has specific guidelines and constraints for Another common mistake is neglecting graphics. Each one spells out image sizes and to properly brand images, which helps other parameters that enable them to appear audiences to quickly identify the image’s in their optimal form on many types of devices. source. “Add your company name, logo, Yes, it’s time-consuming to create a separate optimized image for website address and other important each social network. But if you want your images to perform well, identifiers to your images. Maintain your you must tailor them to each channel as much as possible so that brand’s look and feel by consistently using they can be presented without being cut off or distorted. its colors, fonts and graphics,” says Rebekah “Creating content that’s highly shareable should be your top Radice, a social media strategist and author.

Continued on page 42

40 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 41 IDEA GARAGE MARKETOONIST WHAT’S ONLINE TACTICIAN EXPERT INSIGHT UNSOLICITED ADVICE VERTICAL VIEW Want a checklist of TECH TOOLSquestions to ask to get the best visual content results? See the article online: SO WHAT’S EFFECTIVE? http://cmi.media/ visualmistakes Continued from page 40 Create a cohesive, visual story Evaluate audience preferences Martin Shervington, a consultant, speaker and For best results, Joseph Kalinowski, creative coach on all things Google Plus, recommends taking director of the Content Marketing Institute, a bigger-picture view of your visual content: “Think recommends testing different visual approaches storytelling. Take people on a journey through your and then tweaking images based on the engagement content, linking each element back to another. data. “We test to see how well the images in the CMI Visuals can make content fly, but you need to know blog posts are shared. We keep tabs on what works the direction in which you want it to go, and where and what doesn’t,” he says. But this requires a major it can land. Engagement for engagement’s sake is a time commitment, he warns: “It seems there are rookie error,” he says. always updates to the different platforms that will affect how images are previewed.”

Customize for each channel VISUAL CONTENT GRAVEYARD: Moritz is a big believer in looking at your visual THE PRESENTATION DECK content from the perspective of your target You’ve created a visually rich story and developed a audience, especially if you’re not convinced that it needs to be tailored to each social media network. beautiful portfolio of content to tell that story and take your “It’s important to step back and understand the prospects on a journey. “Too often the presentation deck nuances of each platform to see what type of content is an afterthought,” says Clare McDermott, editor of Chief works best natively on that platform. Take off your Content Officer magazine. Whether delivered face-to-face, marketer hat and step into the shoes of your fans. Then you will see that the styling and message of or to a large audience via webinar, slide decks are the place your visual content must vary from platform to where visual entropy reigns. “Webinars in particular are such platform,” she advises. a fantastic way to tell your story, but from a design standpoint Involve your fans they are created by presenters with no background in visual Your fans already know they like their own images storytelling. If you’ve invested in visual content, don’t overlook so why not use them? Coca-Cola’s Pinterest boards your amplification activities like webinars, infographics, deliver on its promise of “Discovering moments datagraphics and presentation decks.” of happiness, one picture at a time.” The global soft drink producer cleverly solicits user-generated images via its Flickr page, which it then repurposes for its engaging Pinterest boards. Consistent use of the color red helps reinforce its brand. Starbucks’ visual marketing program makes extensive use of user-generated content that shows its products in visually creative ways and people enjoying the products.

Develop in-house talent Loeffler predicts that marketers and community managers will need to cultivate graphic design skills if they hope to respond to the increasing need for real-time content: “The ability to conceive, design, package and showcase your visual content on the fly is the next set of skills that social media practitioners will need to possess,” she says. In other words, you can’t just conceive an idea for a piece of visual content and throw it over the wall to your

42 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER GE Transportation created this engaging, interactive trip calculator to demonstrate how much fuel its new hybrid railroad locomotives can save versus conventional diesel-electric locomotives.

graphic designer. This iterative process after an effective branding/design/visual brand experience for your target audience. is simply too time-consuming in today’s strategy is firmly in place. That is too But isn’t this time-consuming? It can real-time social media environment. often the missing link; as a result, far too be, but Stephanie Diamond, author of many businesses add to the visual noise The Visual Marketing Revolution, shares No quickie shortcuts pollution rather than cut through it.” a clever way to make time for it. “Look at It may be tempting to focus on quick In other words, it’s OK to use these what you’re doing in your business and and easy image creation rather than inexpensive tools, but your graphic eliminate something that has no impact taking time to create quality images designer should create templates to on the bottom line. Magically, time opens your target audiences expect. A growing speed image creation and keep marketers up when you strategically eliminate number of free and low-cost image- on brand. Designers also should create things that are not valuable to your creation tools make it easier to satisfy detailed guidelines on the proper use audience or your business,” she says. this need for speed. of logos, color, type and other visual But Biedermann cautions against elements. Do’s and don’ts need to be Chuck Frey is the director of online training jumping in too quickly: “While these clearly spelled out to enable your visual at Content Marketing Institute. tools can be helpful, they work best only content creators to develop a consistent Follow him @chuckfrey.

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Sir Kensington’s Has a Story To Tell As content marketers, we often talk about the importance of telling your story; the condiment makers at Sir Kensington’s seem to be taking that advice quite literally. he New York-based brand wrote a fanciful story about the origins of Sir Kensington, Tincluding his Oxford education and career in the British East India Company. Published on the company’s website, the tale includes Old-World illustrations and an excerpt from Sir Kensington’s scholarly thesis on ancient gastronomy. The story’s cheeky tone works well for Sir Kensington’s, whose all-natural ketchup, mayonnaise and mustard are sold in distinctive jars illustrated with a drawing of the fictional mustachioed Sir Kensington himself. (The invented aristocrat also wears a top hat and monocle, of course.) Sir Kensington’s commitment to ketchup—and quirkiness—has extended to the Fries of New York exhibit, a “tribute to ketchup’s most beloved delivery vessel” where 100 individual fries from some of the city’s most acclaimed chefs and iconic restaurants were displayed. Fans were invited to participate in the event by sharing photos of their favorite fries on Instagram using the #classifry hashtag.

Airbnb Launches Pineapple Magazine

Airbnb is taking its brand “out of the internet and into the home” with Pineapple, a quarterly travel magazine. Each issue of the print publication features three cities, with stories and photos that “capture the adventure and bring the people, places and communities of these cities to life.” Airbnb is distributing 18,000 free copies of Pineapple to its hosts around the world, with a limited supply sold through bookstores and other retailers in Europe and the United States. Publishing website Medium has Medium partnered with Marriott International to launch Gone, a “new collection of and Marriott stories about any and all things travel- related.” The four-month series includes 60 articles; the majority is produced by Partner for Medium, and all are labeled “presented SHOPPING FOR by Marriott”. The hotel chain approves BOOKS? ASK A Gone the content of five articles, starting PENGUIN with a story about the opening of a new Marriott hotel in Port-au-Prince. Need help choosing a book for a friend or family member? The Penguin Hotline can help. Inspired by the Butterball Turkey- Talk Line, Penguin Random House launched its hotline to assist shoppers during the holiday season. Due to its popularity, the program has continued. Consumers fill out an online form that asks about the age, reading habits and interests of the person UNDERSTANDING BIG DATA receiving the book, and a THROUGH COMICS Penguin employee replies with “publisher-agnostic” How is the data we generate through our digital devices recommendations. transforming the nature of privacy? Al Jazeera America aims to explain in Terms of Service: Understanding Our Role in The World of Big Data, a 46-page online graphic novella by journalist Michael Keller and nonfiction comics artist Josh Neufeld. The DEPARTMENT EDITOR network’s first comics project, Terms of Service was created by Natalya Minkovsky is a writer Al Jazeera America’s interactive team, a unit designed to “push and content strategist. Find her the envelope and tap into new forms of storytelling.” @hejhejnatalya.

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Captivate, Capture and Marketing First – Helping License Your Published Convert with the Brightcove Marketers Master the Art and Content and Gain New Are you a Product/ Video Marketing Suite Science of Digital Marketing Revenue Solution provider Captivate customers, drive Marketo provides the leading Wright’s Media is a multi- interested in demand and increase marketing software and media licensing company conversions with the most solutions designed to help that works with publishers reaching 22,000+ comprehensive suite of marketers master digital such as Mashable, Good content marketers video technologies built for marketing. Through a unique Housekeeping and Geek Beat in print and the needs of the modern combination of innovation TV. We partner with brands 200,000+ online? marketer. Trusted by more and expertise, Marketo to leverage their content and than 5,500 customers in 70 focuses on helping marketers extend their brand through countries, the world’s most keep pace in an ever-changing various marketing strategies CONTACT admired brands power digital world. To learn more and platforms. We take little Email Peter Loibl at their video marketing with about marketing automation, things and make them a big [email protected]​ Brightcove. visit Marketo.com or email deal. We were in the Content for more information about brightcove.com/vms [email protected]. Marketing business way before CMI’s new Vendor Directory. marketo.com Content Marketing was cool. CONTACT Content ... it’s what we do. Paul Casinelli, Director of CONTACT wrightsmedia.com Product Marketing, Digital [email protected] Marketing Solutions, CONTACT [email protected] Brian Kolb, COO, [email protected] Twitter: @wrightsmedia

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