The Agency Issue

CONTENT MARKETING STRATEGY FOR EXECUTIVES April 2017

AI-POWERED MARKETING

NATIVE ADVERTISING TOOLS

HIRING QUALITY CREATORS

THE AGENCY ISSUE

Scaling content production without sacrificing creativity.

ALSO INSIDE: THE MEGA LIST OF CONTENT AGENCIES What do America’s top bank, retailer and domestic airline all have in common? Content by Pace. And that’s not all. We also tell unique stories for the nation’s largest leisure travel organization, wireless network and managed open cloud company. We want to tell your story.

For more information: Gordon Price Locke CMO [email protected] paceco.com

PaceAd_02.6.17_2.indd 1 2/7/17 8:17 AM IDEA GARAGE MARKETOONIST WHAT’S ONLINE TALKING INNOVATION EDITORIAL SOCIAL WEB VERTICAL VIEW TECH TOOLS

GAME OVER

To stay on top of content marketing trends, subscribe to Joe and Robert Rose’s weekly podcast, PNR: This Old Marketing. http://cmi.media/pnr

The Great Video Game Crash of 1983

o you remember the Great Video Game Crash? percent of which was dominated by Nintendo. The late ’70s and early ’80s marked the Today, Nintendo is worth $30 billion. Dlaunch of the home video-game industry. This story fascinates me is because it feels From Atari to Intellivision and Activision, the sale similar to the evolution of content marketing. As of home video games skyrocketed to $3.2 billion in the democratization of publishing occurred and 1983. The market was hot! everybody could publish and get their content found, Every game and media company wanted a piece there was a surge of low-quality content. Thousands of the action. Hundreds of companies entered the of agencies pitched in to help in this race-to-the- market after the original few found success. But bottom effort. Everything was about volume and instead of producing high-quality games, those speed. We saw brand after brand creating “content rushing in only wanted to capitalize on the seeming factories” to take advantage of the opportunity. windfall. Poorly designed games were the rule; even And here we are today; the content factories have high-quality game producers shifted to producing as either imploded or are on death’s doorstep, while many games as possible, cutting corners to get games brands, publishers and agencies focused on quality to market. In no time at all, retailers had hundreds of content are building audiences and succeeding in new games for consumers to choose from. their content marketing efforts. “Atari collapsed because And a funny thing happened. Consumers didn’t If the Video Game Crash of 1983 is any they gave too much want to purchase poorly designed games. The industry indicator, those companies that institute seal-of- freedom to third-party plummeted from $3.2 billion in sales in 1983 to just quality processes like Nintendo did—and truly developers and the $100 million in 1985, a drop of nearly 97 percent. focus on creating stories worth telling—will be the market was swamped Over the next few years, most low-cost, rush- ones left standing. with rubbish games.” to-market game creators went in search of other - Hiroshi Yamauchi opportunities or went out of business … but a handful of game creators stayed. The ones that remained Yours in content, focused on creating the highest-quality games with compelling stories and captivating graphics. In 1986, Nintendo president Hiroshi Yamauchi stated that “Atari collapsed because they gave too much freedom to third-party developers and the market was swamped with rubbish games.” Joe Pulizzi Nintendo began to promote its “Seal of Quality,” which Founder included a set of strict developing-quality standards. Content Marketing Institute By 1988, the market was back up to $2.3 billion—70 @JoePulizzi

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3 IDEA GARAGE MARKETOONISTAPRIL 2017 WHAT’S ONLINE IN EVERY ISSUE TACTICIAN VERTICAL36 TECH VIEW TOOLS TECH44 TOOLS UNSOLICITED ADVICE 46 EXPERT INSIGHT 50 SOCIAL WEB 52 IDEA GARAGE 54 MARKETOONIST 08 FEATURES

10 THE CONTENT ASSEMBLY LINE IS BROKEN Silos stifle creativity. Find out how to fix the problem.

14 COGNITIVE CONTENT MARKETING How to use artificial intelligence to scale your content efforts.

16 CREATIVE CONTENT SPARKS Projects to inspire your team’s creative thinking.

19 THE MEGA LIST OF CONTENT AGENCIES

TO HIRE AND TO HOLD

38 Building high-performance content teams

42 Hiring quality content creators

4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER NEED AN AGENCY? WWW.CONTENTMARKETINGINSTITUTE.COM

WHAT’S ONLINE Search our exclusive PNR: THIS OLD MARKETING PODCAST News, Rants & Raves, and Example of the Week CONTENT Listen in while Joe Pulizzi and Robert Rose dissect the latest industry news and present an interesting case study to inspire marketers. Catch the one-hour AGENCY LIST podcast every week. http://cmi.media/cco-pnr to find REPORT partners across B2B Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America the globe! Get a look at the latest numbers about B2B content marketing. http://cmi.media/b2b2017 TWITTER CHAT cmi.media/agencies #CMWorld Twitter Chats Join us every Tuesday at noon U.S. Eastern to talk about content marketing topics. http://cmi.media/twitterchats

SUJAN PATEL How to produce 300 high-quality articles a year in eight steps. http://cmi.media/printcontent STEVE RAYSON A guide to amplifying your content and building links. http://cmi.media/amplify

STEPHANIE STAHL Email Drip Campaigns: How to Make Them Smart and Blunder-Free http://cmi.media/emaildrip FOUNDER JOE PULIZZI CCO CONTRIBUTORS [email protected] CAMERON CONAWAY @CAMERONCONAWAY GENERAL MANAGER STEPHANIE STAHL [email protected] JONATHAN CROSSFIELD @KIMOTA VICE PRESIDENT OF SALES PETER LOIBL ANDREW DAVIS @DREWDAVISHERE [email protected] TOM FISHBURNE @TOMFISHBURNE CHIEF OPERATING OFFICER PAM KOZELKA ANN GYNN @ANNGYNN [email protected] JODI HARRIS @JODERAMA CHIEF CONTENT ADVISER ROBERT ROSE DOUG KESSLER @DOUGKESSLER [email protected] NATALYA MINKOVSKY @HEJHEJNATALYA SENIOR EDITORIAL DIRECTOR MICHELE LINN [email protected] SARA NOBLE PAUL ROETZER @PAULROETZER SENIOR MARKETING DIRECTOR CATHY MCPHILLIPS [email protected] CHIEF CONSULTING EDITOR CLARE MCDERMOTT [email protected] ADVERTISING INQUIRIES CREATIVE DIRECTOR JOSEPH KALINOWSKI [email protected] PETER LOIBL (347) 725-3565 • [email protected] CONSULTING GRAPHIC DESIGNER CRYSTAL MADRILEJOS [email protected] PROJECT MANAGEMENT CONSULTANT ANGELA VANNUCCI [email protected] REPRINTS STRATEGIC ACCOUNT MANAGER KAREN SCHOPP Article Licensing, Permissions, Reprints/Eprints, Plaques [email protected] STRATEGIC ACCOUNT MANAGER WALLY KOVAL [email protected] Toll free: (877) 652-5295 • www.wrightsmedia.com EDITORIAL CONSULTANT ANN GYNN [email protected] INTERNATIONAL CONSULTING EDITOR, AUSTRALIA SARAH MITCHELL CCO is produced by the Content Marketing Institute, INTERNATIONAL CONSULTING EDITOR, EUROPE NENAD SENIC a UBM company, the leading provider of online and in-person education for the industry.

IT CONSULTANT DAVE ANTHONY [email protected]

ADMINISTRATIVE ASSISTANT KIM BORDEN TO CHANGE YOUR DELIVERY OPTIONS [email protected] Email [email protected] and provide your name, SR. BLOG AND COMMUNITY MANAGER LISA DOUGHERTY [email protected] company and address.

EMAIL MARKETING MANAGER JOHN HANSON [email protected] CONSULTING DIRECTOR OF EDITORIAL JODI HARRIS CMI BENEFACTORS CONTENT & CURATION [email protected] E-MEDIA MANAGER LAURA KOZAK CMI is partially funded by our benefactors, which include: [email protected] CONSULTANT - AWARDS PROGRAM MANAGER KRISSY LESKOVEC [email protected] RESEARCH DIRECTOR LISA MURTON BEETS [email protected] CONTENT STRATEGY EDITORIAL CONSULTANT MARCIA RIEFER JOHNSTON [email protected] MEDIA PARTNER CONSULTANT YATRI ROLESTON [email protected] PR & VIDEO CONSULTANT AMANDA SUBLER [email protected] COMMUNITY MANAGER MONINA WAGNER [email protected] DIRECTOR OF EVENTS KELLEY WHETSELL [email protected]

6 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER strategy + content + creativity IT TAKES IMAGINATION n Content Marketing Agency of the Year n Top 21 Content Agencies for Creativity

Let’s work together! Contact Erin Slater at [email protected] www.imaginepub.com Photo by Sidney Perry

IP_CMIAD_02_2017.indd 1 2/3/17 10:13 AM THE AGENCY ISSUE

Worried about getting lost in the content crowd? Letting technology trample creativity? Fear not. Find here the ideas and inspiration for scaling content production without losing your individuality and soul. COGNITIVE CONTENT MARKETING: THE PATH TO A MORE (ARTIFICIALLY) INTELLIGENT FUTURE Paul Roetzer

n spring 2015 I launched an internal initiative named Project Copyscale to determine if it was possible to automate content creation with artificial intelligence. Specifically, I wanted to figure out, could we use machines to write blog posts at scale? The idea was inspired by a SXSW session I attended that year featuring the managing editor of the Associated IPress and the CEO of Automated Insights, a company that uses a form of artificial intelligence called natural-language generation (NLG) to create content. The presenters shared how the AP went from publishing 300 earnings reports per quarter written by humans to 3,000 per quarter written 100 percent by machines using Automated Insights technology. The implications to content marketing, in my mind, were immense. Since that time, my agency, PR 20/20, has implemented NLG to produce Google Analytics reports (reducing analysis and production time by more than 80 percent), and begun building pilot programs to automate data-driven premium content. Along the way, we launched the Marketing Artificial Intelligence Institute to tell the story of AI through the technology leaders building the solutions and the marketers who are using AI to evolve their businesses and careers. What we’ve learned has altered my view of what’s possible today and in the years ahead.

What is artificial intelligence? Consider how much time your team spends discovering keywords; planning blog post topics; writing, optimizing, personalizing and automating content; testing landing pages;

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 9 THE AGENCY ISSUE

scheduling social shares; reviewing analytics; and defining content strategies. Now imagine if a machine performed the majority Want to learn more? of those activities and a marketer’s primary role was Check out this to enhance rather than create. Machines are not podcast about the going to replace content marketers in the near term, future of content but artificial intelligence is accelerating us toward a marketing. more intelligently automated future. http://cmi.media/ Artificial intelligence is a broad term that refers to future-pnr the technologies and processes of making machines smart, which in turn augments human knowledge and capabilities. This includes increasingly popular terms such as machine learning, deep learning, image recognition, natural-language processing and cognitive computing. Artificial intelligence may seem like a futuristic concept, but its use is widespread among companies we interact with daily. Netflix employs AI to recommend shows. Amazon uses it to power Alexa and create personalized online experiences for shoppers. UPS applies it to determine optimal delivery paths for its 55,000 daily routes around the world. Tesla powers its Autopilot autonomous-driving feature with deep learning. Facebook uses image THREE THINGS TO KNOW ABOUT AI recognition to identify faces in photos and machine Artificial intelligence can be intimidating, but it does learning to filter newsfeeds. Google’s RankBrain not have to be. You do not need to understand how it algorithm drives search results. And, Apple uses works to comprehend what it is capable of achieving. natural-language processing to recognize questions and provide answers with Siri. The reality is that AI possesses the ability to dramatically At its core, AI is powered by data and algorithms enhance content marketers’ capabilities and performance. that enable machines to learn and evolve on As the technology advances, AI will become more accessible their own. In traditional software, humans write and prevalent in every software product that we use. Here algorithms or sets of instructions that tell a machine are three quick insights to get you heading down the path to what to do. For example, in marketing automation AI enlightenment: software a marketer may instruct the machine to send a three-part email campaign once someone It is still early. Many of the rising AI tech companies have downloads an e-book. In isolation, this is a relatively significant venture-capital funding but limited market simple task for a human to plan and perform. 1 success to prove the products work and that the models But, what if there are 10,000 e-book downloads, are scalable. While there have been tremendous advances in AI across five personas, originating from multiple capabilities, most marketing solutions are narrow in application channels (social, paid, organic, direct) that require and require tremendous amounts of human time and guidance personalized emails and website experiences based to deliver on the value promised. on user history? No human brain is wired to solve that challenge and no existing software is optimized Artificial intelligence requires massive amounts of data to visualize all the possibilities. This is where AI (structured and unstructured) and customized solutions, so excels. It takes specific and complex data-driven 2 large enterprises are more likely to see short-term benefits problems, then devises and executes solutions. from AI investments. Think about all the data flooding in from social media, CRM, sales, advertising, remarketing, There is a push to make AI technology more affordable and e-commerce and mobile. Every source offers accessible. As companies like Facebook, Google, Microsoft, valuable information, but humans have a finite 3 Amazon and IBM continue to open up their AI technology, more businesses will explore the possibilities. The challenge will be finding Continued on 12 technical talent capable of building and executing AI solutions.

10 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER OUR MISSION: TO GUIDE OUR CLIENTS BEYOND THE UNKNOWN

Your sherpa in a Complex digital universe

Northeast Ohio’s highly awarded digital marketing agency

2016 Digital Agency Fastest Growing Business as a 2015 Innovation Award Top 25 Search-Mktg. Agency Certified Member of the Partner of the Year Companies U.S. 2010-14 Force for Good® for New Strategies Seven Years in a Row Partner Community

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Continued from 10 ability to process that data, build ARTIFICIAL INTELLIGENCE TECH intelligent strategies, create content at As the applications for AI in marketing become more compelling, scale and achieve performance potential. technology companies are racing in to meet the need. Below are among Artificial intelligence, in contrast, has the top tech companies in the marketing AI space as well as some an infinite ability to discover insights, examples of their work. deliver predictions, make strategic recommendations, and create content better, faster and cheaper. Adgorithms While the content marketing AI Adgorithms uses predictive space is in its infancy, there are dozens analytics “to execute on of emerging AI-powered tools built to data-driven actions, and deep help marketers plan, create, optimize, learning technology to act personalize, promote and measure effortlessly on unpredictable content more effectively and efficiently. situations that would traditionally require decision- How to get started making and reasoning by a The key thing to know about AI is that human marketer,” explains Or it is largely intended to augment human Shani, CEO of Adgorithms CEO. knowledge and capabilities, not replace them. What can content marketers do? First, evaluate repetitive, manual marketing tasks that could be Harley-Davidson NYC uses Adgorithms to optimize its ad spend in New York City. intelligently automated. Research The software helps the brand isolate and target a narrow audience in a crowded the AI capabilities of your existing market across channels. marketing technology stack, such as your automation and CRM platforms, and explore the potential of AI solutions dedicated to specific content marketing Automated Insights needs through a technology marketplace Automated Insights leveraged its success with the Associated Press and other enterprises like G2 Crowd. to build the industry’s first do-it-yourself natural-language-generation platform. Second, assess opportunities to get more out of your data—discover insights, predict outcomes, devise strategies, personalize content across channels and tell stories at scale. Consider the free version of IBM Watson Analytics as a gateway to begin exploring data in new ways. And, finally, gain a competitive advantage through constant learning. You are not alone if you feel overwhelmed and confused by AI and all its related terms. Be deliberate in your efforts to consume articles, blog posts, podcasts, presentations, Car shopping website Edmunds Real-estate website Homesnap reports and books on the topic. uses Automated Insights’ software publishes individual listings Now is the time to begin learning about to continuously update content supplemented by AI-created the present and future potential of artificial on its website, where thousands of community profiles—all intelligence, and connect with AI-powered pages of detailed vehicle profiles are automatically generated based on technologies that can drive marketing written based on manufacturer data. publically available demographic, performance and transform your career. crime and property value data.

Paul Roetzer is the founder and CEO of PR 20/20. Follow him @paulroetzer.

12 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Boomtrain Boomtrain uses machine learning and predictive algorithms to drive increased clicks, engagement and revenue through customer communication. It helps companies serve content that’s most likely to engage an individual reader, and delivers it through multiple channels in real time. Its customers—including Forbes, CBS, Chow.com, The Onion—are primarily in the publishing, travel and e-commerce verticals.

OneSpot OneSpot personalizes content across digital channels for big brands like L’Oréal, IBM, Whole Foods Market and Delta Faucet.

• OneSpot helps Nestlé serve hyper-personalized content for readers in real time, plus it feeds intelligence back to Nestlé about how users interact with the content—all put to use in rapid-fire decision-making about marketing spend and editorial focus.

Narrative Science Narrative Science’s natural-language-generation software, Quill, helps companies like Groupon, MasterCard and Franklin Templeton Investments convert data into stories—these stories inform everything from decision-making to employee productivity and customer experience.

• USAA uses Quill to drive member engagement through automated custom narratives.

• Deloitte leverages natural-language generation to innovate anti-fraud, anti-money laundering and anti-corruption practices.

• Credit Suisse includes automated narratives in its investment- research platform to enhance visualizations with insights.

Persado The company’s cognitive content platform “arms organizations and individuals with smart content that maximizes the efficacy of communication with any audience at scale, while delivering unique insight into the specific triggers that drive action.” In a sign of its success, Persado counts dozens of top companies among its roster, including Neiman Marcus, Angie’s List, Expedia, Zipcar and Verizon.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 13 THE AGENCY ISSUE

THE CONTENT ASSEMBLY LINE IS BROKEN Why content creation silos inhibit great work.

Doug Kessler

s companies turn their content marketing efforts The writer turns it into copy. A up to 11, we’re seeing our own little industrial The designer makes it pretty (boy, am I going to get revolution, moving the content-creation process from in trouble for that). the craft workshop to the high-volume assembly line. The illustrator adds the images. The conditions are right: The animator makes them wiggle (see above). The developer codes it for the web. We have the division of labor—research teams, The promotion team pushes it out. copywriters, designers, developers, experts in search The analytics geeks measure the impact. and social. And we do it all over again tomorrow.

We have enormous pressure to create more It’s not at all uncommon that this whole thing content faster—to lubricate our lead-nurture flows happens without any team member even talking to and fill our virtual funnels. the person immediately to the right or left of them along the conveyor belt (much less skipping a level And we have a precedent—as Henry Ford and talking to someone two steps away). and earlier pioneers proved that assembly lines For an increasing number of content teams, this dramatically increase manufacturing productivity. is only a slight exaggeration. A freelance writer may never even know who designed the piece. A research It’s no surprise that we tend to make content the same strategist may not even know that a social media pro way we make cars and coffee machines—in sequence. will one day flog the findings on Facebook. The researchers hand the findings to the writer. It’s evolved this way because it’s efficient. Because WHEN DESIGNERS, DEVELOPERS, WRITERS, RESEARCHERS AND GEEKS WORK TOGETHER …

IT’S BETTER BECAUSE ONE SPECIALIST IT’S BETTER BECAUSE A DIVERSE TEAM MAY NOT EVEN KNOW WHAT’S POSSIBLE IN WILL ALWAYS BE SMARTER AND MORE ANOTHER SPECIALIST’S DOMAIN. CREATIVE THAN ANY SINGLE SMART-ASS. A WRITER WILL WRITE FOR A STATIC PAGE UNTIL A DEVELOPER SHOWS HER WHAT JAVASCRIPT CAN DO.

MIXED TEAMS COME UP WITH IT’S BETTER BECAUSE EXPERTS IN IT’S BETTER BECAUSE WAY COOLER IDEAS. A SILO DON’T FEEL EMPOWERED TO IT’S MORE FUN. CHANGE THEIR COLLEAGUES’ WORK EVEN WHEN A CHANGE IS EXACTLY WHAT’S NEEDED. it means a small team of specialists can churn out an awful lot of work to an acceptable standard. And that’s the problem. Because assembly lines were created to put together identical products made from standardized parts. As my favorite smarty-pants, Gustav WHEN MATT CALLS HARRY OVER AND YOU HAVE A CHANCE Wikipedia, says, an assembly line means that “a finished product can be assembledfaster and with SAYS, “IF YOU SHORTEN THIS PARAGRAPH OF RETAINING THOSE less labor than by having workers carry parts to a MY COLUMNS WILL LINE UP AND I’LL BUY stationary piece for assembly.” (How does he know TALENTED FOLKS so much?). YOU A CRONUT.” INSTEAD OF WATCHING I’ve bold-faced the words that power the whole sentence—and the whole model: Faster. Less labor. THEM SULK OFF TO That’s what assembly lines are for. involved with both kinds of content creation WORK FOR SNAPCHAT. If your content strategy is simply to generate more processes: the assembly line and the agile, group- content faster and/or with fewer people, this series of hug-based collaboration. And the latter runs circles hand-offs from one blindfolded specialist to the next around the former (while making that beep-beep is your go-to go-to-market model (your GTGTMM). roadrunner sound). But if you actually want someone to enjoy the At Velocity, our best pieces are the ones where content experiences you create, to be changed by designers, developers, writers, researchers and them, to learn from them and to recommend them geeks work together—from the start and all along to their friends … maybe it’s not such a great idea to the way, in cute little stand-up scrums. produce your content the same way children and That’s my plea to all you chief content officers slaves produce smartphones. (No, I won’t take that (and pretenders who somehow got a hold of this back. Look it up.) magazine): break up your assembly lines. Get your weird and wonderful teammates into the same Because great content is not like the billionth Ford room. Order in some cronuts (I recommend the Focus to roll of the line. Pumpkin Maple Cinna-munch Cashew Twirl™). It’s unique. Brief them to change the world. Crafted. And stand back. One-off.

Unlike toaster-ovens and leaf-blowers and photocopiers, it’s different every time. Doug Kessler is creative director and co-founder of As a grey-haired, B2B agency guy, I’ve been Velocity Partners. Follow him @dougkessler.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 15 THE AGENCY ISSUE CREATIVE SPARKS THAT HIT THE CONTENT MARK Want to know the secret to building creative, compelling, impactful content—the kinds of powerful, relatable experiences that memories, memes and Medium articles are all made from? Look to these four inspirational brands for lessons.

Jodi Harris

QUALITY CONTENT LESSON 1: HELP FANS TELL THEIR STORIES

SPARKS A CONNECTION What’s more powerful than content that tells your brand story? Enabling your audience to share how your products and services are featured in their everyday lives. Apple combed through social media for outstanding photos taken with the iPhone, gathering shots from 77 people in 24 countries. The stunning showpieces were featured in an ongoing series of videos, TV spots and outdoor ads, with little to connect them to the brand, save for the tagline: “Shot on iPhone.” Despite the minimalist approach to content creation, the campaign was able to tell complex and emotional stories—without saying a word. 62% SHOT ON IPHONE of marketers report their organizations are more successful at content marketing now than they were a year ago.

Of those who are more successful, 85% attribute their increased success to content creation factors like producing higher-quality content and/or doing so more efficiently.

2017 B2B Benchmarks, Budgets, and Trends—North America

16 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER LESSON 2: PLACE YOUR PRODUCTS IN A PRACTICAL CONTEXT LESSON 4: SPARK A

Creating content that provides exclusive tips, reveals hidden functionalities or MEANINGFUL CONVERSATION offers helpful user hacks can deepen your customer engagement while helping Though it may seem awkward to bring up some your customers get more out of their investment in your brand. Did you know short subjects—like personal hygiene and health—in links can help you track leads or find the best channel to push a particular product content conversations, some brave brands push promotion? Bitly leveraged the e-book format to highlight the unexpected ways its through it, helping consumers overcome stigmas, link-shortening service can be used to make a big impact on branding, social media, get reliable information and conduct open, honest metrics and content marketing efforts. The project showcased over 30 third-party discussions that they may be too uncomfortable examples, along with perspectives from marketers who are personally using the initiating on their own. A play on the popular phrase service for their business. “I can’t even,” used to express speechlessness, Allergan’s #ActuallySheCan campaign for Lo 37 WAYS BRANDS USE BITLY Loestrin Fe birth-control pills uses illustration and pop-culture references as a means to empower millennial women to have meaningful conversations with each other on birth-control topics. ALLERGAN’S #ACTUALLYSHECAN

37 WAYS BRANDS USE BITLY

LESSON 3: IMMERSE YOUR AUDIENCE EXPEDIA + ST. JUDE CHILDREN’S HOSPITAL’S DREAM ADVENTURES IN AN UNFORGETTABLE EXPERIENCE The best content campaigns are those that linger past the initial engagement and leave your audience wanting more. Those that are most compelling tell personal stories that your customers can relate to or enable them to experience those emotions firsthand. Cancer-stricken children undergoing treatment at St. Jude Children’s Research Hospital may not be able to experience the energizing effects of travel firsthand, but Expedia found a way to bring the world to them. Through the use of virtual-reality technology, interactive live streaming and a specially built screening room, Expedia’s Dream Adventures takes St. Jude patients on explorations of places like jungles and exotic seascapes, and helps them transcend their physical limitations by expanding Want more? Read from Jodi Harris’s library of e-books, including templates, tools the boundaries of their imagination. and tips. http://cmi.media/jodiharris

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 17 Does your content agency think it’s about B2B or B2C? We think it’s about

brand to audience

As your content partner, we immerse ourselves in learning about your audience. What makes them tick? What do they need? How can we educate and inform? Even inspire. We channel them to create for them. Because ultimately, it’s all about the audience.

Contact Kevin Dunn, VP, Digital Director: 612.336.9210 [email protected] / msp-c.com

Download our eBook The Alchemy of Content Intelligence at msp-c.com/contentintelligence THE AGENCY ISSUE THE CONTENT AGENCY LIST Ready to hire additional firepower? Check out these top content agencies from around the globe.

10x digital About Face Media  AHA Atlantic Media Bandolier Media 10xdigitalinc.com aboutfacemedia.com ahainc.com Strategies Bandoliermedia.com Greenville, SC Milwaukee, WI Vancouver, WA atlanticmedia Austin, TX Key Clients: Key Clients: Abbott Key Clients: Charles strategies.com Key Clients: Twang Couponbox.com, Laboratories, Willis Schwab, Hewlett- Washington, DC Beer Salt, Nada Moo Fit2Run, MyQuest, Towers Watson, Case Packard, Silicon Ice Cream, Oatmega CONA (healthcare) IH, Capital Group Valley Bank Audienz Bars, Liquid Force Audienz.com Wakeboards 13th Floor Studios Accenture Digital Allison+Partners Seattle, WA the13thfloorstudios.com accenture.com allisonpr.com BankBound San Antonio, TX Global San Francisco, CA Austin Lawrence bankbound.com Group Newtown, PA 3degreeZ Marketing Adhere Creative  ANNUITAS austinlawrence.com 3degreez.com adherecreative.com annuitas.com Stamford, CT Barkley Fort Lauderdale, FL Houston, TX Atlanta, GA Key Clients: barkleyus.com Key Clients: XtraLight Key Clients: Vodafone, OpenText, Kansas City, MO 3Q Digital Manufacturing, SecureWorks, Dell/EMC, KLAFFS 3QDigital.com Whitehat Virtual Freeman, UL, Lenovo  Behavior San Mateo, CA Technologies, Afflink Avalaunch Media behaviordesign.com Key Clients: AP Content Services avalaunchmedia.com New York, NY Eventbrite, ModCloth, adQuadrant ap.org/solutions/ Lehi, UT SurveyMonkey adquadrant.com content-services Key Clients: GoPro, Berry – content Costa Mesa, CA New York, NY Quicksilver, J.P. marketing for small 72andSunny Key Clients: Morgan, Jaguar businesses 72andsunny.com General Assembly,  APCO Worldwide theberrycompany.com Playa Vista, CA Telebrands, Thomson apcoworldwide.com  Avanade Dayton, OH Reuters, A Place For Global avanade.com 919 Marketing Mom Seattle, WA Company Arnold Worldwide 919marketing.com Advance Ohio arn.com Ayzenberg Group Holly Springs, NC advance-ohio.com Boston, MA ayzenberg.com Key Clients: Great Cleveland, OH Pasadena, CA AGENCIES BY INDUSTRY: Clips, Visiting Angels,  Arras Keathley CONSUMER | RETAIL CFNC - NC529 Plan, AG Integrated arrasgroup.com BKA Content Golden Corral Marketing Cleveland, OH bkacontent.com BauerWorks Strategists North Ogden, UT BKA Content 97th Floor anthonygaenzle.com Artifact Studios C3 Creative Code and Content 97thfloor.com Greenville, SC artifactla.com Babcock & Jenkins Content Science Lehi, UT Key Clients: Skynet Los Angeles, CA bnj.com Convince and Convert Key Clients: Security Integrations, Portland, OR DutchGiraffe Salesforce, Dell, Citrix Bairo Healthcare App, Ascend Integrated Erwin Penland / GoToMeeting, Adobe VeGO Media Bader Rutter High Five Marketing (H5M) ascendmedia.com baderrutter.com Imagination Influence & Co. Aberdeen Overland Park, KS Milwaukee, WI Marcus Thomas aberdeen.com Key Clients: Dow Key Clients: MSP-C, a division of MSP Communications Waltham, MA AgroSciences, American Heart Mediaplanet Butler Buildings, Association, Pace American Thoracic Eastman Chemical, Red Door Interactive Society, IMEX - InEight, Sauder ROAR Groupe International Travel Woodworking, The Speakeasy  Content Marketing Awards 2016 Winner Planners Show, Standard Stryde  Content Marketing Awards 2016 Finalist Produce Marketing Zandbeek Association

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Beutler Ink BlueBird Strategies Burns Marketing CBD Marketing Column Five beutlerink.com bluebirdstrat.com burnsmarketing.com cbdmarketing.com columnfivemedia.com Washington, DC Bend, OR Denver, CO Chicago, IL Irvine, CA Key Clients: Google, Key Clients: Hewlett Key Clients: US Chamber of Bluetext Packard Enterprise, Whirlpool, Firestone, ComBlu Commerce, Verizon, bluetext.com Coalfire, Gogo James Hardie comblu.com Amazon Web Services Washington, DC Business Aviation Building Products Chicago, IL

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Coquí Content Cursive Content Dialect Embryo Creative Eucalypt LLC Marketing Marketing dialectinc.com embryocreative.com eucalypt.co coquicontent cursivecontent.com San Francisco, CA Arlington, MA Scarborough, ME marketing.com North Haven, CT Key Clients: Utuado, PR Key Clients: The Digital Remedy emfluence LinkedIn, Clari, Key Clients: Quaker School consumedmedia.com emfluence.com DoubleDutch, Edcast Elements Behavioral at Horsham, New York, NY Kansas City, MO Health, Child and International School EVB Family Support of Boston, Culver  DigitasLBi emota, a video evb.com Services Academies digitaslbi.com content agency Oakland, CA New York, NY emota.com CoreElement Customer San Diego, CA Extractable core-el.com Magnetism Dino Publishing extractable.com Cleveland, OH customermagnetism. dinopublishing.com Empower San Francisco, CA com Chicago, IL MediaMarketing Cramer Virginia Beach, VA empowermm.com  Fahlgren Mortine cramer.com Directive Consulting Cincinnati, OH fahlgren.com Norwood, MA Cut to the Content directiveconsulting.com Columbus, OH Key Clients: UPS, cuttothecontent.com Irvine, CA Endurance Marketing Caterpillar, IBM Santa Monica, CA Key Clients: Allstate endurancemktg.com  fama PR Key Clients: North Insurance, Ultimate Decatur, GA famapr.com Cranberry Western, Pacific Ears, Liaison Key Clients: Sage, Boston, MA cranberry.com Mattress Co, Prosper Technologies Intacct, Harbor Club, Ferndale, WA Group Coldwell Banker Family Features  DK New Media familyfeatures.com Cultivate  D Custom dknewmedia.com  EnVeritas Group Mission, KS Communications dcustom.com Indianapolis, IN enveritasgroup.com cultivate- Dallas, TX Greenville, SC Fathom, Digital communications.com Key Clients: Hewlett DMI Key Clients: Marketing Brookfield, WI Packard Enterprise, dminc.com/ AccorHotels FathomDelivers.com Texas Farm Bureau integrated-approach/ IHG, Robert Half, Valley View, OH Curate Directive Insurance, Avocados brand-marketing WIKA Key Clients: McGraw- curatedirective.com From Mexico, GM Bethesda, MD Hill, Cleveland Clinic, New York, NY Financial Epic Presence Key Bank, The Ohio Droga5 epicpresence.com State University Davis Harrison Dion droga5.com Chicago, IL dhdchicago.com New York, NY Key Clients: Favorite Brother Chicago, IL Key Clients: Google, Salesforce, Extra favoritebrother.com Reckitt Benckiser, Space Storage, Cleveland, OH Deloitte Digital Chase Bank VisaNow, Ozobot deloittedigital.com Federated Media AGENCIES BY INDUSTRY: FINANCIAL SERVICES Seattle, WA early bird digital Eric Mower + federatedmedia.net New York, NY AHA marketing Associates Demand Signals earlybirddigital mower.com BauerWorks  Brandpoint demandsignals.com marketing.com Syracuse, NY FH ContentWorks, C3 Creative Code and Content Raleigh, NC Cedar Rapids, IA powered by CMD Erwin Penland FleishmanHillard Hanley Wood  DemandLab Eastwick erwinpenland.com fleishmanhillard. Imagination demandlab.com Communications New York, NY com/fh-contentworks inSegment Jenkintown, PA eastwick.com St. Louis, MO King Content Sunnyvale, CA Ethology Mahlab Media DeSantis Breindel ethology.com First Pointer Marcus Thomas desantisbreindel.com EBYLINE Phoenix, AZ firstpointer.com MSP-C, a division of MSP Communications New York, NY ebyline.com Mayfield Heights, OH Plot Content Agency Sherman Oaks, CA Ethos Creative Group Tomorrow People Diablo Custom ethoscreate.com Focused Agency Yesler Publishing  Edelman Burlington, NC fcsd.agency dcpubs.com edelman.com Key Clients: Chicago, IL Walnut Creek, CA Los Angeles, CA Hallmark, Carlson Key Clients: Unilever,  Content Marketing Awards 2016 Winner Rezidor Hotel Group, Government of Radisson Blu Hotels, Dubai, Kimberly-  Content Marketing Awards 2016 Finalist Floor 9 Clark, Target

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IEEE Engineering360 InkHouse Just Media Leopard, an Ogilvy  Manifest  MEC Global Media Solutions inkhouse.com justmedia.com & Mather Company manifest.com mecglobal.com engineering360.com/ Boston, MA Emeryville, CA leopard.com New York, NY Atlanta, GA advertising Key Clients: Mozilla, Denver, CO East Greenbush, NY inSegment Plantronics, Vmware, Marccx Media Media Link inSegment.com Cloudera Leverage Media marccx.com medialinkinc.com  Imagination Newton, MA leveragemedia.com New York, NY Rock Island, IL imaginepub.com Ken Cook Co. Hastings-on-Hudson, NY Chicago, IL  Internet Marketing kencook.com  MARCH Media Logic Key Clients: Wells Inc. Milwaukee, WI Lewis PR COMMUNICATIONS medialogic.com Fargo, Lowe’s, US internetmarketinginc.com teamlewis.com marchpr.com Colonie, NY Foods, Project San Diego, CA KEO Marketing Global Boston, MA Management Key Clients: National keomarketing.com MediaSource Institute University, Hard Tempe, AZ Lexicon Content  Marcus Thomas mediasourcetv.com Rock International, Key Clients: Marketing marcusthomasllc.com Columbus, OH Imaginovation Competitor Group Inc, Isola, ComRent, lexiconcontent Cleveland, OH Key Clients: UCLA imaginovation.net LEGOLAND ByteGrid, Cactus marketing.com Key Clients: Key Health, State of Ohio: Raleigh, NC Semiconductor Des Moines, IA Bank, MTD Products, Ohio Development  ion interactive Momentive Services Agency, The Immersion Active ioninteractive.com  King Content Liquid Agency Ohio State University immersionactive.com Boca Raton, FL kingcontentagency.com liquidagency.com Marketing Insider Wexner Medical Frederick, MD Global San Jose, CA Group Center, American iostudio Key Clients: Lenovo, marketinginsider Society of Plastic Impression Marketing iostudio.com Primo Smallgoods, Luckie & Company group.com Surgeons impression-marketing.com Nashville, TN Intuit luckie.com West Chester, PA Richmond, VA Birmingham, AL Key Clients: MedTouch iProspect King Fish Media Bloomberg, Fidelity, medtouch.com  IMPRINT, a iprospect.com kingfishmedia.com  Lumeno Gillette, SAP Somerville, MA Sullivan Content Boston, MA Salem, MA Marketing Key Clients: UT Lab lumenomarketing.com Matter Southwestern, Henry imprintcontent.com Isadora  KPMG Layton, UT matternow.com Ford Health Systems, New York, NY isadoradesign.com International Boston, MA Edward Elmhurst Key Clients: Manhattan Beach, CA kpmg.com Lure Agency Healthcare, Hallmark T. Rowe Price, Global lureagency.com McConnell Health Medical Fidelity, Sodexo, TIAA Johnson La Mesa, CA Marketing Associates Communications Kuno Creative mcconnell  Indigo Slate linkedin.com/in/ kunocreative.com Madalana marketing.com  Meredith indigoslate.com shelleymjohnson Avon, OH madalana.com Canfield, OH Xcelerated Bellevue, WA Portage, MI Glendale, CA Key Clients: Marketing (MXM) Latcha+Associates Mandarin Oriental mxm.com Influence & Co. Journey Group latcha.com Madden Media New York, New York, NY influenceandco.com journeygroup.com Farmington Hills, MI maddenmedia.com InterContinental Columbia, MO Charlottesville, VA Key Clients: Ford Tucson, AZ Hotel Times Square,  MeringCarson Motor Company, Audi Westin Austin meringcarson.com North America, Chris Madison, Michigan & Downtown Sacramento, CA AGENCIES BY INDUSTRY: INSURANCE Craft, Subaru Market – a disruptive video marketing firm McKee Wallwork + Co. Merkle D Custom Laughlin Constable MadisonToMarket.com mckeewallwork.com merkleinc.com Directive Consulting laughlin.com Cleveland, OH Albuquerque, NM Columbia, MD Influence & Co. Chicago, IL Key Clients: Visit King Content madison/miles media Albuquerque, MESH Interactive Marcus Thomas Launch Squad madisonmilesmedia. Hyundai Construction Agency MSP-C, a division of MSP Communications launchsquad.com com Equipment, meshagency.com Pace San Francisco, CA Arlington, TX ParcelQuest, Hope Boston, MA Speakeasy Key Clients: Christian School Tomorrow People Layer One Media Children’s Health,  Miles Partnership layeronemedia.com Mended Hearts, milespartnership.com Milwaukee, WI US Dermatology Sarasota, FL Partners, Texas  Content Marketing Awards 2016 Winner Instruments  Content Marketing Awards 2016 Finalist

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1 Agency Ad - JY Version BRAGMKTG6057_BR_PrintAd_Jo_R6.indd Saved at 2-17-2017 10:53 AM From BR1009 By Diane Charlton / Diane Charlton Printed At None Job Info Approvals Fonts & Images Job BRAGMKTG6057 Producer C TRACY Fonts Bill to BRAGMKTG6057 CD M FREDRICK Open Sans (Extrabold, Regular) Client BADER RUTTER AD D CAMERON Copywriter M FREDRICK Images BRAGMKTG6057_AD-70_107_RT.tif (CMYK; 293 ppi; Production Artist S DRISCOLL Media Type print ad 102.31%), BR_Logo_B2-White.eps (22.5%) Proofreader K KNURR Live 7.875” x 10.625” Account J B K Inks Trim 8.125” x 10.875” Cyan, Magenta, Yellow, Black Bleed 8.375” x 11.25” Notes This ad will exist in additional sizes \(pending media Due To Pub 2/17/17 schedule approval\ THE AGENCY ISSUE

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28 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER MORE THAN JUST TRAFFIC www.directiveconsulting.com THE AGENCY ISSUE

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News Corp Australia  Plot Content Propaganda Riverbed Marketing  SPH Magazines The Dubs newscorpaustralia.com Agency propaganda.be riverbedmarketing.com sphmagazines.com.sg thedubs.com Surry Hills, Australia plotcontent.com Zaventem, Belgium Vancouver, Canada Media Centre, Walsh Bay, Australia Lisbon, Portugal Key Clients: Singapore Key Clients:  NewsLifeMedia Key Clients: Proximus, Carrefour, Rubrik Aberdeen Asset newscorpaustralia. Jerónimo Martins/ Delhaize, bpost rubrik.se  Spoon Management, com/newslifemedia Pingo Doce, Gothenburg, Sweden spoonagency.com Commonwealth Bank Surry Hills, Australia Montepio, Lus­ Publicis Worldwide Stockholm, Sweden of Australia, QBE Key Clients: adas, Caixa Geral de publicis.com Sandstorm Digital Key Clients: Volvo Insurance Woolworths Group Depósitos Paris, France FZE Trucks, Sandvik, BT Financial sandstormdigital. Xylem, Kia Motors Northstar  PM, poslovni  Publicitas com  The Economist thisisnorthstar.com mediji Singapore Dubai, United Arab Squirrly Group London, United p-m.si publicitas.com/ Emirates squirrly.co economistgroup.com Kingdom Ljubljana, Slovenia singapore Key Clients: National Cluj-Napoca, London, United Singapore Bank of Abu Dhabi Romania Kingdom Notch Video  POLISH CREATIVE (NBAD), Etisalat, notchvideo.com GROUP Publitek Meraas, Abdul Latif St. Joseph The Moment Toronto, Canada polishcreativegroup.com publitek.com Jameel (Toyota KSA) Communications wearethemoment.com Warsaw, Poland Bath, United stjoseph.com London, United Novus Key Clients: ERGO Kingdom  SevenC3 Concord, Canada Kingdom novusasia.com Hestia, Nobile Sports, seven.co.uk Key Clients: Singapore Uniqa, KPMG Quadripple London, United Walmart, General  The Partners quadripple.ca Kingdom Motors, Sears, the-partners.com One Productions PopArt Studio Calgary, Canada Key Clients: Shoppers Drug Mart London, United oneproductions.com popwebdesign.net Sainsbury’s, Kingdom Dublin, Ireland Novi Sad, Serbia Quarry Fujitsu, Bentley, Storyation Key Clients: Key Clients: Nike, quarry.com Weightwatchers storyation.com The Yellow Ink Guinness, Primark, Schneider Electric, St Jacobs, Canada Sydney, Australia theyellowink.com Linked-in, Citi Schwarzkopf Key Clients: Sify Digital Key Clients: Tourism Barcelona, Spain Windstream Solutions Australia, Bupa, Key Clients: Estiluz Origin Design &  PostBeyond Enterprise, John digitalsolutions. Tourism New Zealand S.A., kenogard Marketing Limited postbeyond.com Deere, American sify.com S.A., RED aede, MH origindesign.uk.com Toronto, Canada Century Investments, Taramani, India Swhype parquets S.A. Amersham, United Key Clients: Broadridge Financial swhype.com Kingdom Scotiabank, Siren Group London, United Tidalwave Key Clients: GSMA, Starbucks, Red Bee sirenltd.com Kingdom Marketing and Expedia, VMWare Travelodge, Siemens creativems. Pfaeffikon, Design redbeemedia.com Switzerland Switched on Media tidalwavemarketing.  OTW Primafila London, United Key Clients: switchedonmedia. com.au otw.se primafila-cm.com Kingdom Microsoft, American com.au Melbourne, Australia Stockholm, Sweden Zurich, Switzerland Income Life Insurance St. Leonards, Key Clients: Redactive Company, Plarium, Australia  To The End Scandinavian Progressive Content redactive.co.uk ZALORA totheend.co.uk Airlines, IKEA, ICA, progressivecontent.com London, United tbk Creative Norfolk, United TV4 London, United Kingdom Sonder tbkcreative.com Kingdom Kingdom madebysonder.com London, Canada Percept Brand Key Clients: KPMG,  RedPoint Media & Warwickshire, United Tomorrow People Design Royal Bank of Marketing Solutions Kingdom  TBWA\Singapore tomorrow-people.com percept.com.au Scotland Group, redpointmedia.ca tbwa.com.sg Birmingham, United Sydney, Australia CISCO, ICAEW Calgary, Canada Southerly Singapore Kingdom hellosoutherly.com Key Clients: Oracle, Redwood London, United TCOLondon Unify, Three, redwoodlondon.com Kingdom tcolondon.com Trustpilot London, United London, United Kingdom  Spafax Kingdom  Top Lead spafax.com toplead.com.ua Remarkable Content Montreal, Canada The Content Kiyv, Ukraine remarkablegroup.co.uk Company  Content Marketing Awards 2016 Winner Winchester, United getawesomecontent.com Kingdom Global, Canada  Content Marketing Awards 2016 Finalist

34 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER  Totem VISIBILITII WiTH Collective Zimmermann totem.tc visibilitii.com withcollective.com Editorial Toronto, Canada Vancouver, Canada Surry Hills, Australia zimmermann Key Clients: CAA - editorial.de Canadian Automoblie Voicings Word Waiter Digital Cologne, Germany Association, Acura voicings.fr wordwaiter.com Car Maker, Porter Courbevoie, France Bristol, United Zoo Media Group Airline, British Key Clients: Edenred, Kingdom zoomedia.ca Airways Elior Services, Euler London, Canada Hermes WP Magazines Key Clients: The City Tuber wp-magazines.com of London Ontario, tuber.sg Webcopy+ London, United Sykes Assistance Singapore webcopyplus.com Kingdom Services Corporation, Richmond, Canada AtWork Office  Velocity  Zandbeek Furniture, Danby velocitypartners.com Wingman zandbeek.com Appliances Richmond, United wingman.pt Noord-Brabant, Kingdom Lisbon, Portugal Netherlands Key Clients: TAP Vertical Leap Airlines, Brisa, FPF — Zazzle Media vertical-leap.uk Portuguese Football zazzlemedia.co.uk London, United Federation London, United Kingdom Kingdom

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38 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER HOW TO BUILD A HIGH-PERFORMANCE CONTENT MARKETING TEAM Jolie Miller shares her experience building, managing and inspiring teams at LinkedIn.

By Cameron Conaway

he content marketing industry is flooded It’s content that truly exceeds users’ expectations Twith “rock stars,” and this has led many to that creates those moments of delight with a brand. think a content marketing strategy is about What I love about content is it has the power individual prowess. to change people’s lives for a second or for a day But this couldn’t be further from the truth. Peek or forever. Great content creates space for people behind great content marketing efforts and you’ll to pause and reflect, and that space is where nearly always find a driven, well-organized team. transformation happens. Jolie Miller, content strategy and acquisitions leader at LinkedIn, has spent much of her career Not all teams are high-performance teams. In your leading the quiet, disciplined work of high- mind, what’s the difference? performance content teams. Here are her practical tips for what it takes to build, manage and drive them. A high-performance team has members that show up for each other because everyone wants to work CCO: Can you paint a picture of your personal together to deliver value. People do the small, little content journey? When did you first take the creation extra thing and the big, hard, amazing thing, and of content seriously, and what about the process did obsess about the details because they’re creating you find (and do you still find) interesting? relationships and outcomes they’re willing to own. I’ve been fortunate to be on many teams like this. I started in the content business over 10 years ago In my experience, a team that’s not high in the publishing world, where our product was performing is a team that’s in it for the transaction— educational content. One of the things I was most one project or one piece of content or one excited about then and have only grown more interaction, not the longer play of strong, healthy passionate about now at LinkedIn is the idea of relationships, open communication, trust, and over-delivering on value with the content you share. creating a better company together. It’s more about

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 39 Stop Killing Your Content Team: how quickly can I cross this off my list or get through a random question, take you down a rabbit hole, and 3 Ways to Scale Work that conversation and back into my day; it’s not then kick you back out with some new insights. With Existing Resources about building something together with and for Finally, have review meetings or post-mortems on http://cmi.media/scale people. Needless to say, these teams quickly get toxic a frequency that works for you. Stop to ask yourself: for people and can benefit from a fresh start and What’s going well? What have we learned? What do some turnaround leadership. we want to do next? This is key.

You’ve built high-performance content teams at Where do you see most content marketing all stages of a company’s growth. Can you walk strategies faltering? us through the crucial first steps a leader of any company size should take to begin building a Content that misses the mark usually does so first world-class content team? by failing to know its audience, and second by failing to connect meaningfully with that audience, either It really starts with knowing what markets you want with the wrong tone or wrong type of content or a to win and what kind of content, delivered in the combination. The miss often occurs long before the right way, will help you win those markets. What the content is made. business is aiming to do and do well is at the heart The other mistake I see is applying a one-size-fits- of starting your team. Then you’ve got to find people all approach to all of your content without stopping who want to join the cause with you. I often tell to consider audience differences, such as: “This two- candidates that this isn’t a job, it’s a calling, and we’re minute clip worked well over here for this audience looking for people who want to own and share that so we should obviously only do this for everyone vision with us, people for whom it’s not going to feel going forward.” Not so! like work. Creating good content is about passion. CONTENT THAT EXCEEDS I also often tell candidates that it comes through When do you know it’s the right time to hire, and in the content you make if you had fun making it— can you give us a glimpse into how you recruit the USERS’ EXPECTATIONS the company’s culture bleeds through, and it has to best-fit talent? CREATES MOMENTS OF be solid. So you’ve got to find folks who want to have fun growing a business with you. In my experience, the right time to hire is when DELIGHT WITH A BRAND Look for the people who you know will challenge you’re in over your head with too much on your plate – Jolie Miller – what exists and what could be, and always seek out but still have the energy and passion to do it all—it’s folks who will want your job. They’ll drive hard still early enough that you’re not burned out but it’s toward company wins with you. late enough that you hopefully have traction and cash flow to attract the kind of people to help you get Once the core team is in place, what are some to the next level. simple project management strategies that will Then, and this is the key thing, you have to fire help the team keep driving forward? yourself from your old job of doing it all. Hire someone who’s amazing, train them really well and The first project management strategy for any team thoroughly, and then let them run, coach them and is really communication. Notice people. Notice remove all the roadblocks they need cleared out of things that are going right. Say something about their way. those things, often. Have the tough conversations If you give me $100 to spend on hiring, I’m going to with candor and empathy, and have them earlier spend half of it finding the right person and the other than you think you need to. half making sure my training documentation are I’m also a big fan of documentation and detail to compelling and set the person up for success. Without stay on top of projects—over-document if you need both of these, neither one will work. to get in the habit. You don’t need a fancy CMS or tool to do this; it can be done in Google Sheets if that’s what you’ve got. But keep track of all the little Cameron Conaway is an award-winning investigative niggling things. journalist and the content marketing manager at Next, it matters what you measure—so keep detailed Klipfolio. He curates Content Land, a weekly resource records and monitor performance. I like to monitor for journalists and content marketers who want to work the daily stuff: engagement and viewership, but also smarter by learning how both fields intersect. Follow him hunt for wild-card information that might start with @CameronConaway.

40 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER PRACTICAL HIRING ADVICE FROM JOLIE MILLER AT LINKEDIN

“GREAT TEAMS HAVE THE TOUGH SEEK OUT PASSIVE JOB CANDIDATES CONVERSATIONS WITH CANDOR I’m a big fan of passive candidate recruiting—going out and finding the voices that should be shaping the AND EMPATHY” – @JOLIEMILLER content of tomorrow. See what’s new and fresh on social and who’s doing unique and game-changing 1 things, the people who are thought highly of. Talk to those people. Network. Find the best and go to them, even if they’re not looking and wouldn’t consider leaving where they are. Start talking to these people before you have roles open so you can quickly hire LET INTERVIEWEES LEAD THE CONVERSATION when it’s time. I’ve often interviewed people by letting them ask me questions rather than throwing a bunch of questions 2 at them. This lets me see how their mind works, how curious they are, if they’re prepared, and the way they’d DON’T HIDE FROM THE TOUGH STUFF think about working with me and the team. Their Explain the job in real talk, the good and the bad. approach also lets me observe their analytical and Remember, you want people for whom this is a calling emotional-intelligence skills up close and personal— and a purpose, not just a paycheck. Let them know the how are they reading what I’m asking, and are they obstacles and the upside. For example, I’ll say things like, 3 catching how I’m responding to their answers and “This is a very intra-preneurial role where you’re going adjusting on the fly? It also ensures candidates are to be able to write the rules, but with that comes a lot of getting the full scoop on the job—they have ample question marks you’re going to have to be comfortable opportunities to learn everything they want to know, playing with. If you see question marks as a challenge and in the best circumstances, and also sell me on their and like figuring out what they’ll turn into, you’ll love it; if big ideas that would let them hit the ground running. they frustrate you, it’s going to frustrate you.” Of course, I do throw in some questions of my own, but the goal is to get to know the candidate—are they nervous to fill the time with questions and their own thoughts, or are they eager to take charge? Do they use the time to try to get ideas for how to answer the next HIRE PEOPLE WHO DELIGHT YOU interviewer’s questions or do they use the time as a Whether it’s their humor, their brilliance, their grasp of blank canvas to brand themselves? numbers or whatever it might be, you want a delight factor that they can bring to the team and the business. This is a daily relationship you’re committing to, and it 4 needs to work well and be able to drive results. DOCUMENT THE HIRING PROCESS Set up clear onboarding plans for the first 60 days, including goals for the quarter or the year, “A CONTENT MARKETING TEAM THAT’S and documentation on how to do what. No one 5 remembers what they do in their first week, so have a NOT HIGH PERFORMING IS A TEAM document they can peruse at their leisure any time to THAT’S IN IT FOR THE TRANSACTION” refresh their memory. – @JOLIEMILLER

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 41 ARE YOU READY TO HIRE Search Consultant Sara Noble uses these questions QUALITY? to determine if the right conditions are in place to support a top-quality content executive.

or the past 20 years, Sara Noble’s Boston-based practice has supplied content Ftalent to intellectual heavyweights such as Harvard Business Review, Fortune WHAT TYPES OF CONTENT 500 CEOs, as well as more than half of the top 10 global management consulting firms, PROJECTS DO YOU ENVISION? among others. On average, she turns away one in three prospects who get in touch It’s important to figure out whether a company plans requesting her services. Why? “Many companies just aren’t ready to hire quality,” to publish product-oriented content or idea-oriented she says. content. I ask for specific examples of what they To gauge employer readiness—and to ensure the executives she places will be have in mind. If they are coming out of traditional successful and satisfied—Noble asks these questions of chief marketing officers. (And she marketing, they’re programmed to think in terms of says these same questions apply to candidates interviewing prospective employers.) the 4Ps, but I also want to know about “perception” and “proficiency.” Can they exhibit proficiency and knowledge, and in doing so build their brand as the WHAT MOTIVATES THE HIRE? smartest in that field? The only way to figure it out Content marketing is a discipline that requires sustained commitment. is to see if they recognize the difference between When a company calls me saying they are ready to hire a director of content marketing, product-based marketing versus idea-based chief content officer, or editorial director, I always ask to what extent they feel pressure marketing. That shift requires a completely different to set up a content team to follow in the footsteps of competitors. I want to know if the mindset and skill set—a balance of rigorous critical move is genuine, or whether it’s about keeping up with their peers. thinking and storytelling expertise.

WHAT ARE YOUR CONTENT GOALS? WHO IS BEHIND THE HIRING EFFORT? For example, do they want to be news-driven and topical, or publish analyses Is it just the CMO who believes in of long-term trends. Do they want their content to have a social impact? All of these the importance of the role, or is there a real indicate how deeply they’ve thought about their strategy. It also helps me understand if commitment from the C-suite? I try to identify all they are interested in filling a content quota or making a lasting impact. the internal champions. If it’s just the CMO, any candidate I send will be doomed from the start.

Sara Noble says the very best content creators have A CULTURE OF IDEA GENERATION three key qualities: 1) a journalist’s mentality for Content creators want to work for research, reporting and editing; 2) a marketer’s companies that have idea generation approach to strategy, audience development and imprinted on the culture of the analytics; and 3) an archivist’s ability to curate and organization. One of my clients, for repurpose content. If a company has at least one of example, runs classes for consultants that these rare creatures, “Hang onto them for dear life helps them to think like content creators. because rarity also implies they will be in demand by The company wants consultants, who are others,” says Noble. on the front lines of client engagements, But how do you keep top talent engaged when, to keep their eyes open to original ideas HOW TO KEEP TOP TALENT? realistically, great writers and editors often have that can feed the content creation little-to-no opportunity for advancement? Noble machinery. The same can be done in any EXPAND THEIR VIEW BEYOND THE has seen a variety of ways organizations have company where employees have regular CONTENT TEAM. addressed content talent retention. contact with their customers.

42 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER WHO’S ON THE TEAM? WHAT RESOURCES WILL YOU Sometimes there are clear PUT TOWARD YOUR GOALS? indicators of problems ahead. They I want to know who is currently part of might say, “We have a lot of writers the team, and do they have future hiring internally we can move over to this plans. If there are plans to outsource, group.” Often they are referring to legacy what is their freelance budget if in need marketing writers who are not always of writers, editors, designers or social suited to developing thought leadership. media people? I also ask about their (It explains why so many media dataviz and design resources specifically, companies have opened content studios. since these skills are increasingly Many large companies just don’t have the important to set companies apart. (As an journalistic horsepower that traditional aside, if you’re a candidate for a job, these media has access to.) are critical questions.)

ARE YOU PREPARED ARE YOU READY TO DO TO PAY FOR QUALITY? ORIGINAL RESEARCH? Excellent content creators do not come I want to know whether a company sees cheap. I hire from The Wall Street the value of rigorous research to back up Journal, Fortune, Financial Times, its subject-matter expertise. This may among many others. They are not only come in the form of original research, excellent writers and editors, but they or in a partnership with a university or bring subject-matter expertise—and media company. If you’re publishing their rates reflect their experience. True content devoid of research, you’re missing quality comes more expensively. a big opportunity to distinguish yourself.

EXPOSURE TO BROADER STRATEGY A CLOSE CONNECTION TO THE CUSTOMER It’s critical to help content creators Content creators should never lose become involved with more strategic distance with customers. I worked with decision-making. This may mean putting a company that gave their content team them on certain committees or involving a list of five customers each week who them in partnership discussions. Allow they were required to call. In these them to “see over the wall” to a larger free-wheeling conversations, the team landscape. The better creators have used their journalistic skills to discuss intellectual curiosity, which when customers’ needs, whether they were tapped properly can provide fresh eyes being met, and their perceptions of and innovative approaches to product competitors. Honestly, the process was marketing, new product development, as important as the content. It helped the customer retention strategies, the list content team become much more engaged goes on. These are “creatives” after all. beyond their current assignments. They took their work more seriously and felt they had skin in the game. IDEA GARAGE MARKETOONIST WHAT’S ONLINE EXPERT INSIGHT UNSOLICITED You didn’t ask for it, but we’re ADVICE dishing it out anyway. TACTICIAN In his column, Andrew Davis dishes out content More unsolicited advice from Andrew marketing advice to unsuspecting targets. In this issue, Davis: http://cmi. media/davis Davis serves up some unsolicited advice to long-winded agency account managers.

Account Managers Content Marketing Agencies Everywhere

Dear Account Managers, Watching three dozen agency pitch meetings over the last two years, I have noticed one common problem: your pitch decks are too long. Which means your meetings are too long too; 45 minutes too long to be exact.

I love your content marketing enthusiasm; I adore the creative concepts you pitch. You are obviously good at what you do and believe in your pitch wholeheartedly. I get it. You know your stuff.

Here’s the thing: I don’t care about any of that … yet.

Most pitches I attend spell out what the agency will do for us during the last 15 minutes of the meeting. The first 40 minutes are filled talking about amazing case studies and teaching us the value of content marketing. The agency team members talk about who they are and what exactly they do. They show off their client list, talk about their “unique” approach and even discuss their “patent-pending” process. The presenters do all of this before they tell us what they can do for us.

Maybe you should invert your pitch. What if you took the last 25 percent of your presentation and made it the first 25 percent? What if you told us how exactly you can help us before telling us who you are, what you do, how you do it, and for whom you have done it? What if your pitch is for us first so I care about you second?

Here’s the deal: if you would like to invert your pitch but aren’t exactly sure how to do it, give me a call. I will schedule a 30-minute phone call to help you (and your agency) try a new format. I guarantee your next prospect will thank you!

What do you say? Do we have a deal?

Whether you wanted it or not, Andrew Davis

DEPARTMENT COLUMNIST

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

44 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER RETURNING TO CLEVELAND FOR A 7TH YEAR

September 5-8, 2017 Huntington Convention Center of Cleveland contentmarketingworld.com • #CMWorld

Why does #CMWorld get bigger each year? OPENING RECEPTION AT THE Hear from some of our 2016 attendees: ROCK & ROLL HALL OF FAME Send one, send all! A must attend conference for all content, product, solution, and demand gen marketeers. Mind blown- I learned so much I thought my head might explode. Well organized event with lots of expert sessions and keynotes to choose from. – Michele Ballinger, Senior Manager, Content Marketing • ServiceSource In more than 20 years of attending industry conferences, this is the best, most organized, most fun and most educational conference I’ve been to. By far! – John Walker Director, Marketing Programs • PointClickCare

Brands speaking at #CMWorld: Includes access to the Google • 3M • IBM • Marriott International • REI Rock Hall permanent collection Estee Lauder • HCSS • Rockwell Automation • GE • SAP and special exhibits Xerox • Jordan Vineyard & Winery • Cleveland Indians Cleveland Cavaliers • SAP • Electrolux • Monster • Gartner $ 00 Shopify • Lincoln Electric • KeyBank • Wistia • USC CCO100 Saves 100

Invest in your content marketing education and build your network. REGISTER TODAY. IDEA GARAGE MARKETOONIST WHAT’S ONLINE TACTICIAN EXPERT INSIGHT UNSOLICITED ADVICE VERTICAL VIEW TECH TOOLS

Social Media Advice from Mark Hamill The iconic actor delivered a moving keynote at Content Marketing World, touching on his early love of comic heroes, the gratitude he feels toward fans, what it was like to reprise the role of Luke Skywalker in Star Wars: The Force Awakens, and his new show called Pop Culture Quest.

What stood out to us? Hamill’s social media savvy (even while he professes to be a neophyte). Read on to hear about Hamill’s foray into the Twitterverse and the lessons he’s learned from his successes … as well as his wrong turns.

Mark Hamill as told to Clare McDermott

On my hesitation to engage fans online. Now I enjoy it to a certain extent. I’ve gotten more I resisted Twitter for the longest time. It just wasn’t into it. In old days, answering fan mail was like doing on my radar. I did a low-budget film called Sushi your homework. My wife would say, “Just do 50 and Girl. The producers said, “It would really help us if then we’ll go watch The Sopranos.” With Twitter you got on social media because we want to bring it’s like having electronic fan mail. You answer one attention to the film.” I did. Then I realized, “What person and there are many others who want to know did I get myself into?” Once the movie came and the answer too. went … now I’m on Twitter!? My daughter would say, “Dad, you haven’t been Why building anticipation (and Daisy on Twitter for three weeks! People are worried Ridley) are keys to engagement. about you.” I said, “Hon, who cares what I think? I went on a Twitter campaign before Star Wars: No one cares whether I prefer boysenberry jam The Force Awakens came out to boost my number or strawberry jam on my English muffin.” Her of followers. reaction? “Oh, if you tweeted that your followers I asked for permission to say, “I have an would go right up!” exclusive behind-the-scenes look at an Episode

46 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Follow your own inspiration. If you find something engaging, find a way to repurpose it through your own prism. Everything old is new again. I’m not advocating you go out and steal other people’s ideas (though when we do that it’s called an homage). You have to believe in yourself and trust your instincts. – Mark Hamill IDEA GARAGE MARKETOONIST WHAT’S ONLINE TACTICIAN EXPERT INSIGHT UNSOLICITED ADVICE VERTICAL VIEW TECH TOOLS VIII rehearsal!” I’d seen a cartoon online of Rey (though when we do that it’s called an homage). You with Luke on her back. I thought that was a great have to believe in yourself and trust your instincts. idea. I saw Daisy (aka Rey) on the lot and said, “Do I love going into different departments—be it Mark your calendars for you think we can get a shot of you with me on your sculptors or costume designers—and watching the Content Marketing World 2017: back?” She goes, “Bring it on!” Up I went. We took creative process. For example, I watched them pour September 5 - 8. the picture. foam into the Yoda mold. It’s amazing to go out on contentmarketingworld.com I didn’t tweet it right away. On a Thursday that whole new frontier. That’s what inspires me. I tweeted, “This Sunday! 8 p.m. U.K. time!” (The PT Barnum came out in me.) On Friday, I tweeted, “Only 48 hours left!” Then the tweet comes out on a Sunday night. That tweet astonished everyone. I’d never gotten over 50,000 followers with one tweet. This one got 120,000! I thought the secret must be Daisy Ridley.

The Force Awakens producers also stoked fan anticipation to build excitement over the film. The thing that worried me initially was they were advertising the movie series’ three original actors in The Force Awakens—I should say, three original human actors—and by doing so, there’s an implied reunion that’s going to take place … even though all I was going to do was remove my hood on screen. (Hamill’s first and only appearance in The Force Awakens is a brief non-speaking role at the end.) What I didn’t realize was how they would use the mystery of Luke not appearing on the movie poster. They were so clever to fan speculation that way and it fueled the ad campaign.

When anticipation goes wrong. I started backing off Twitter after one incident. I had another (Star Wars) idea, got permission as before. I promo’ed my message saying, “Thanks @rianjohnson for an exclusive look at the Episode VIII trailer.” This was just a shameless attempt to drive up my followers! It’s like eating a bag of potato chips … you can’t have just one. Of course I built it all up. When I tweeted it … it was just a photo of my trailer where I change my clothes. People weren’t happy about that. (And) I was thinking, “Are we really going to HAMILL’S LATEST PROJECT: put a trailer out two and half years before the film is POP CULTURE QUEST released? C’mon!” Mark Hamill is a lifelong collector of memorabilia. He says the bug bit him as Why am I telling you this? You have to try to a child, when he collected Aurora plastic-model kits, board games and comic imagine what the people want. Usually if something books. His latest project, a web show called Pop Culture Quest, celebrates interests me or makes me laugh, odds are it will collectors and their one-of-a-kind hobby. make other people laugh as well. Some episodes celebrate old Hollywood, such as a profile of Bob Burns, who has been collecting movie artifacts for over 60 years. (He has, for example, the Advice for marketers. armature from the original 1933 King Kong.) Others lean toward the quirky, Follow your own inspiration. If you find something such as a man who owns 20,000 pairs of Nikes. The most interesting part of engaging, find a way to repurpose it through your each profile, says Hamill, is the person behind the collection. own prism. Everything old is new again. I’m not advocating you go out and steal other people’s ideas

48 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER CALLING ALL AGENCIES & BRANDS

SUBMIT YOUR BEST WORK FOR THE 2017 CONTENT

ith categories focusing on strategy, editorial, distribution and design, we want to hear your story and see and award your content marketing success.

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eaeaas IDEA GARAGE MARKETOONIST WHAT’S ONLINE EDITORIAL SOCIAL WEB VERTICAL VIEW VERTICAL VIEW TECH TOOLS Read more from Jonathan Crossfield: http://cmi.media/ crossfield

Is it Time to Abolish Social Media? The phrase “social media” may be doing more harm than good to the marketing industry. Why? Because it demands specialized treatment and we can’t even agree on what it actually means.

Jonathan Crossfield

ometimes I wonder how I’m still allowed to (At this point in the original draft, my adorable Swrite a regular column on social media, never editor commented that the only other time she mind that it seems to be reasonably popular. I’m hears parents using the term is to attack the unlikely to ever write about Snapchat, for example, concept. “Protect our children from the dangers of partly because I still can’t get my head around social media,” they write, completely missing the the platform, but mainly because focusing on the irony of discussing their concern on Mumsnet Talk technical minutiae of specific tools seems irrelevant. boards. Just like previous concerns about rock ‘n’ It’s like discussing the art of the novel by analyzing roll [enjoying music], horror comics [pulp fiction] the brand of typewriter George Orwell used. and video gaming [ummm … playing games], social I don’t even like the term “social media” because media becomes a lazy categorization for what other it defines what we do by the tools with which we do people do, completely blind to the overlaps with our it. Therefore, any discussion of social media can’t own normalized behavior.) help but emphasize the role of the typewriter while What is uniquely social about Facebook, Twitter, reducing the importance of the writer and his craft. LinkedIn—and the hundreds of other platforms And then there’s the buzzwordy-ness of the that somehow qualify for the label—that isn’t true phrase. You’re more likely to hear it thrown about for just about any other form of media; digital or marketing departments, newsrooms and tech start- otherwise? Crikey, the telephone, letter writing, ups than *ahem* normal conversation. My wife even prehistoric cave paintings are all media doesn’t “share to social media;” she puts photos of intended to communicate ideas and enable social our cats on Facebook. My daughter doesn’t “update interactions between two or more people. social media;” she chats with her friends. Whatever As my editor’s comment shows, we often end up they’re doing, the particular channel is largely using tracked changes and comments within Word irrelevant. If Facebook disappeared tomorrow, it documents to communicate and collaborate on the would probably only slow down the cat photos and final version of an article. Even Microsoft Word can gossip for five minutes before they switched to be a digital social medium. alternative methods to continue the same behavior. Sure, that’s a private social interaction between Of course they’re both aware of social media as a two people collaborating on a single document, concept, but I don’t think I’ve ever heard them use whereas discussions of social media often the phrase to describe what they’re doing. emphasize the more public, broadcast nature of the

50 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER tools. Yet Whatsapp, Facebook Messenger and Twitter DMs California isn’t alone. Every other social media policy or legal are most commonly used for private interactions within small definition I have investigated is similarly broad, open ended groups, often only two people. Meanwhile, a Google Doc can and extremely unhelpful. In fact, the social media guidelines have as many as 200 collaborators and can be made public of the Australian Communications and Media Authority once published. Group size and whether something is public hedges further by stating, “Social media also includes all other or private are far less important to understanding social media emerging electronic/digital communication applications.” than you might think. We need to look elsewhere. Way to cover your ass there. There is no unique characteristic, feature or defining trait—or even a combination of such. Creating the buzzword Social media as an idea, as a concept, clearly exists—if only There are at least three accounts of who first coined the subjectively. Your idea of social media may differ in small or phrase “social media” and how it came to be. As one of these large ways from mine. But social media as a thing, as something explanations hinges on little more than someone being first to knowable that exists in the concrete rather than the abstract, is register the domain name, we’ll skip to the other two claims, nothing more than a myth. It’s a mirage. which are far more revealing. And when you believe a mirage is real, bad things can happen. According to then-AOL executive Ted Leonsis, the phrase was in use internally at AOL in the early 1990s. However, the Why this matters first recorded use of the term is 1997 when Leonsis discussed By treating social media as somehow different (albeit, providing internet users with “social media, places where undefinably so) we fall into the trap of “social media they can be entertained, communicate, and participate in a exceptionalism.” If social media is supposedly unique or social environment.” otherwise distinct from other media, then all previous rules and Writer and researcher Darrell Berry maintains that he practices don’t apply. Its special nature requires us to develop coined the term in 1994 while developing an online media new regulations, create separate workflows and focus on environment called Matisse. In a 1995 paper called Social different metrics. How often have you heard or read someone Media Spaces, Berry argued the internet shouldn’t just be an argue that social media can’t be held accountable or measured archive of static pages, but a network for users to connect, in the same way as other marketing activities? Exactly. engage and interact with each other. Some have exploited this exceptionalism by popularizing Who said it first matters less than what both tried to the idea that social media marketing is a kind of alchemy, articulate. Neither describes definitive features—certainly not beyond the ken of mere mortals. Only they can exploit the in the way most people think of social media. Leonsis’ idea of secret algorithm or access every obscure feature. So you invite online places to communicate and participate could just as in the social media shaman to utter strange incantations about easily describe the comments thread on a blog, the reviews engagement, ranking factors and influence, reinforcing the on Amazon or even your webmail inbox, yet these are rarely magical otherness of these tools. included in discussions of social media today. And Berry’s vision This belief that certain technologies and platforms are of the internet as one socially interactive network makes our inherently social while others are not reinforces the flawed modern usage of “social media” seem ridiculously parochial. notion that social interaction is a product of the tool and not the person using it. This risks absolve us from taking responsibility Social media is … what exactly? for our own creativity, civility and communication skills. Why Social media has featured in many court cases over the years, bother if just by sharing an unimaginative branded meme or and if there’s one place that will not tolerate a vague, undefined self-serving article to social it somehow magically becomes concept to exist, it’s a courtroom. Therefore, many lawyers have social content? attempted to come up with a satisfactory legal definition of Just as buying a typewriter doesn’t make you a novelist, social media. In 2012, the California legislature settled on this setting up a Facebook page doesn’t imbue you with professional gem of precision … social skills. They are still your responsibility. Ultimately, your skills as a communicator—your way with words, your empathy, “social media” means an electronic service or account, or your willingness to interact—are what should define your use of electronic content, including, but not limited to, videos, still a medium, any medium, as truly social. photographs, blogs, video blogs, podcasts, instant and text And then what use would we have for a phrase like “social messages, email, online services or accounts, or Internet media”? Web site profiles or locations.

The California legislature found it impossible to delineate DEPARTMENT EDITOR between social media and every other form of digital or electronic media, online and off. By this definition, someone Jonathan Crossfield is an award-winning writer, could legally argue those private and *ahem* “artistic” blogger and journalist. Find him at @Kimota. photographs stored on a celebrity’s smartphone are social media.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 51 IDEA GARAGE MARKETOONIST WHAT’S ONLINE EXPERT INSIGHT IDEA GARAGE A content smörgåsbord. MARKETOONIST TECH TOOLS

hile many marketers are tentatively experimenting with WInstagram’s Stories feature, Bacardi USA is among the first brands to show its creative mastery of the platform. Taking advantage of the Get Behind format—quick, live content that comes with the capacity to fast forward or rewind from story to story—Bacardi USA turned its account into the Turntables InstantDJ, a DJ simulator that allows users to take control of turntables, tapping left and right to control the music. The Instagram hack is perfectly on-brand for Bacardi USA, whose marketing already promotes “great with Bacardi music and great drinks” as key ingredients to a legendary party.

H&M AND WES ANDERSON When fans of director Wes Anderson ‘COME TOGETHER’ heard he was reuniting with actor Adrian Brody for a short film, they were understandably excited; it had been more than two years since Anderson’s last movie, The Grand Budapest Hotel, hit theaters. The four-minute film, “Come Together,” was created to showcase H&M’s Christmas collection, featuring lone train travelers hoping to overcome winter weather to join loved ones for the holiday. The film is shot in the director’s instantly identifiable, whimsical style. Sure, it’s a marketing stunt, but a beautiful one that should help appease fans until Anderson’s next movie is released in 2018.

52 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Lockheed Martin Takes Kids On The Field Trip to Mars HELLO How do marketers take advantage of virtual reality? Aerospace company Lockheed SUNSHINE: AT&T Martin provides an extraordinary example with The Field Trip to Mars, a group virtual- reality experience that takes elementary school students on a tour of Mars by outfitting a AND REESE school bus with technology that makes the view look like a Martian landscape. As the bus WITHERSPOON drives the streets of Washington, D.C, the kids marveled at the unexpected out-of-this- LAUNCH A world experience. MEDIA BRAND For the resulting short film, Lockheed Martin captured footage of the ride, interviews with students and its employees who helped create the experience. The project won 19 Looking for new ways to reach Lions at the 2016 Cannes Lions, more than any other single piece of work, and it did so in its female customers, AT&T is 11 categories—including entertainment, public relations, cyber and innovation—showing partnering with Oscar-winning how great B2B content can simultaneously ignite excitement across disciplines, capture actress and savvy businesswoman the attention of business prospects and inspire future engineers who could one day take Reese Witherspoon to create a us to Mars. new media brand, Hello Sunshine. Hello Sunshine will “leverage the experience of its founders to create, curate and discover powerful content by and for women across all platforms, from daily social and short-form digital content to television shows and motion pictures, including Witherspoon’s Academy Award-nominated film and television production company, Pacific Standard.” In addition to a video-on-demand channel TROPICANA WANTS TO START and website, Hello Sunshine has YOUR MORNING WITH A SPARK Facebook, Instagram, Twitter, Pinterest, YouTube and Snapchat Worried about high sugar and extra calories, consumers are shying away from a traditional profiles for publishing social and breakfast beverage: orange juice. This is bad news for Tropicana, and has sparked a new short-form content. content marketing endeavor from the juice makers. Published within A Plus, the positive journalism website founded by actor and technology investor Ashton Kutcher, Tropicana’s Morning Spark channel features “inspiring stories to start your morning,” like a video that DEPARTMENT EDITOR investigates what happens when strangers start their day giving each other compliments. Morning Spark is part of Tropicana’s larger efforts to boost orange-juice sales by “redefining Natalya Minkovsky is a its role in America’s mornings from a functional beverage to an emotional catalyst for content strategist who lives positivity.” Wait a second, isn’t that what coffee’s for? and works in Washington, D.C. Follow her at @hejhejnatalya.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 53 IDEA GARAGE MARKETOONIST WHAT’S ONLINE IDEA GARAGE MARKETOONIST TALKING INNOVATION VERTICAL VIEW TECH TOOLS

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