CONTENT MARKETING STRATEGY FOR EXECUTIVES April 2016

THE AGENCY ISSUE

NATIVE ADVERTISING TECH GUIDE

THE SNAPCHAT SEQUEL

DOCUMENTARY STORYTELLING FOR BRANDS

TRICKS & SUBTERFUGE Advertisers resorting to creepy tactics may seal their fate.

ALSO INSIDE: THE MEGA LIST OF CONTENT AGENCIES

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Part art. part science. all results. 2 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER IDEA GARAGE MARKETOONIST WHAT’S ONLINE TALKING INNOVATION EDITORIAL SOCIAL WEB VERTICAL VIEW TECH TOOLS Agency Beware

s this is our agency issue, I’m going to They avoid that #$@&%*! word. Aoffer some helpful advice I’ve learned If the word campaign is thrown around client To stay on top of content about content marketing agencies over 20 meetings as often as Don Draper smoked cigarettes, marketing trends, subscribe to Joe and years in the business. (Source: I used to run it signals a significant problem. Campaigns are apt Robert Rose’s weekly a publishing agency.) in warfare, politics and advertising—not in content podcast, PNR: This But first … the grim part: Most content marketing. Campaigns stop. Content marketing may Old Marketing. marketing agencies are horrible. evolve, but it should never stop. That’s because you http://cmi.media/pnr Now before all you agency people get need to build a relationship with an audience … and overheated, let me slightly revise that statement: relationships take time. A lot of time. Most self-styled content marketing agencies are not content marketing agencies at all. They are They deliver more than stuff. horrible because they are marketing agencies Well-executed content marketing creates a powerful that also help clients with content. Just because organizational asset: your audience. When content an agency lists content as a service it can provide helps you earn attention and loyal followers along with a hundred others, does that qualify it as over time, you’re transforming your marketing content marketing agency? I think not. organization from a cost center to a strategic asset. What does define a great content marketing agency? The list is longer than I have room for Next time you go to a meeting with your agency, here, but three critical ingredients stick out: notice how concerned it is about helping you (the client) create and sustain an audience. I’ll put real They eat their own dog food. money down it isn’t. True content marketing agencies Content marketing agencies have a significant constantly think about how they’ll build and maintain prospect- or customer-building effort rooted in a an audience over time and how that audience will content marketing approach. They use their own ultimately deliver on your business goals. content activities to experiment, identify great In the span of nine years I’ve seen every agency talent, try out new approaches and understand on the planet go from zero content marketing content’s opportunities and limitations. I know services to an exhaustive list that would make Burt what you thinking … “Blah-blah-blah cobbler’s Baskin and Irv Robbins blush. There are good (even shoes.” I don’t agree. If you believe in content, you great) content marketing agencies out there. Your practice it. Enough said. challenge is to find them.

Yours in content, Most self-styled content marketing agencies are not content marketing agencies at all.

Joe Pulizzi Founder Content Marketing Institute @JoePulizzi

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3 IDEA GARAGE MARKETOONISTAPRIL 2016 WHAT’S ONLINE IN EVERY ISSUE THE AGENCY ISSUE TACTICIAN

VERTICALUNSOLICITED VIEW ADVICE TECH37 TOOLS 38 SOCIAL WEB

42 TECH TOOLS

44 TACTICIAN

48 IDEA GARAGE

50 MARKETOONIST

THE AUDIENCE TAKES CHARGE CAN ADVERTISING SURVIVE 08 OR IS IT TOO LATE? FEATURES 16 SNAPCHAT’S BACK! See how it works through the eyes of Snapchat celebrity, Shonduras.

24 TRUE STORIES TRICKSAn underused format to tell complex & stories. SUBTERFUGE Advertisers resorting to creepy tactics may seal their fate. 28 NATIVE ADVERTISING TECH GUIDE 30 THE MEGA LIST OF CONTENT AGENCIES

4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER

WWW.CONTENTMARKETINGINSTITUTE.COM WHAT’S ONLINE

PNR: THIS OLD MARKETING PODCAST News, Rants & Raves, and Example of the Week 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 podcast every week. http://cmi.media/cco-pnr REPORT B2B Content Marketing: 2016 Benchmarks, Budgets, And Trends – North America See how B2B content marketing is evolving and learn what the most effective marketers are doing differently. http://cmi.media/2016b2b TWITTER CHAT #CMWorld Twitter Chats Join us every Tuesday at noon U.S. Eastern to talk about content marketing topics. http://cmi.media/twitterchats Leave the writing ELIZABETH CLOR 4 Steps to Get Executive Buy-In to us for B2B Content Marketing http://cmi.media/B2Bbuyin Scripted makes it easy to create original, high-quality content at any scale PAIGE SJOBLOM Must-Have Tools for the Brainy Social Media Manager http://cmi.media/cmgr-tools

MICHELE LINN 7 Content Marketing Ideas You Can Use Today http://cmi.media/7ideas @getscripted FOUNDER JOE PULIZZI CCO CONTRIBUTORS [email protected] KIRK CHEYFITZ @KIRKCHEYFITZ VICE PRESIDENT & PUBLISHER PETER LOIBL [email protected] JONATHAN CROSSFIELD @KIMOTA CHIEF OPERATING OFFICER PAM KOZELKA ANDREW DAVIS @DREWDAVISHERE [email protected] ANN GYNN @ANNGYNN CHIEF STRATEGY OFFICER ROBERT ROSE TOM FISHBURNE @TOMFISHBURNE [email protected] NATALYA MINKOVSKY @HEJHEJNATALYA VICE PRESIDENT OF CONTENT MICHELE LINN [email protected] VICE PRESIDENT OF MARKETING CATHY MCPHILLIPS [email protected] CHIEF EDITOR CLARE MCDERMOTT [email protected] ADVERTISING INQUIRIES CREATIVE DIRECTOR JOSEPH KALINOWSKI [email protected] PETER LOIBL (347) 725-3565 • [email protected] GRAPHIC DESIGNER CRYSTAL MADRILEJOS [email protected] PROJECT DIRECTOR ANGELA VANNUCCI [email protected] DIRECTOR, BUSINESS DEVELOPMENT & MEDIA SALES KAREN SCHOPP [email protected] REPRINTS DIRECTOR, PRODUCT MARKETING & DEVELOPMENT WALLY KOVAL [email protected] Article Licensing, Permissions, Reprints/Eprints, Plaques BLOG EDITOR & PROOFREADER ANN GYNN [email protected] INTERNATIONAL EDITOR, AUSTRALIA SARAH MITCHELL Toll free: (877) 652-5295 • www.wrightsmedia.com INTERNATIONAL EDITOR, EUROPE NENAD SENIC

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THE AGENCY ISSUE The Audience Takes Charge Need evidence consumers hate advertising? Of course you don’t. The signs are everywhere—from the rise of ad-blocking software to the popularity of cord-cutting. Not to be dismissed easily, some ad industry forces are promising to improve, while others dig in for a fight with anti-ad-blockers.

Can advertising survive or is it too late? Kirk Cheyfitz

d blocking is not something we control; it’s something the consumer controls.” Mike Donahue, ad agency veteran and former executive vice president of the American Association of Advertising Agencies is talking to a roomful of leading marketers at the Wharton School of Business. “If we don’t start to change this business,” Donahue continues. Then he “Apauses for a moment and takes a different tack. “If you don’t like change, you’ll like irrelevance a lot less,” he concludes. Ad blocking is just one sign of the recent popular rebellion against advertising. Such signs suggest irrelevance is where much of the ad business has been headed for the past 20 years. Donahue was one of many industry leaders expressing deep concern at the recent annual meeting of Wharton’s Future of Advertising Program, whose global advisory board includes academics, agency executives, clients, experts from the major digital platforms (like Google and Facebook) and others. The program is one of the country’s most important forums for marketing thinking. Blocking ads is the most visible and (to the industry) most terrifying

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

symptom of the powerful phenomenon at the heart of the Internet: audience control. The Internet has exploded across the globe primarily because it gives audiences unprecedented and irreversible control to choose the media they will consume—how, when, from whom and in whatever form they wish. The Internet has thoroughly revolutionized the media business. Now it’s doing the same to everything else, giving people more control over their cars, homes, offices, refrigerators, thermostats and so on. Such control is the addictive gift the Internet gives.

An embarrassment of audience antagonism Audience control has created a uniquely embarrassing moment for adland. The audience (formerly known as “consumers” or “users”) has a stunning set of digital ad-avoidance tools that includes DVRs, streaming audio and video, news- aggregation widgets, ad blockers, browser extensions that disable the ad industry’s privacy-invading, data-gathering trackers and lots more. This puts advertising in the same boat as “real” media companies— entertainment and news outfits like NBC Universal, Disney, Netflix, The New York Times, Def Jam, Random House and so on. If you don’t create stuff that really matters to people—stuff they actually want to see and hear—you will be ignored, avoided and blocked. It was not until late last summer, with the steady rise of ad-blocking software, that the ad business was finally forced to admit it had a problem. Digital advertising’s trade group—the Interactive Advertising Bureau—first blamed everyone but the ad business, declaring ad-blocking “highway robbery.” In adland’s self-deluding narrative, “consumers” signed an unwritten, perpetual contract in the 1950s requiring everyone to tolerate annoying, interruptive ads in exchange for free content. The audience, however, can’t recall having made such a stupid deal. The IAB soon turned tail, declaring the ad industry had “messed up” by ignoring the audience’s needs and desires. The

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confession sounded hollow, frankly. (If you’re curious, It was 2001 when Yoram Wind, a globally known judge it for yourself: www.iab.com/news/lean.) IAB marketing expert (see sidebar on page 13), first chief Randall Rothenberg recently doubled down wrote about the rise of “empowered and skeptical” on IAB’s hubristic message, accusing ad blockers of audiences online. Wind, known to everyone as Jerry, trying to “constrict ... freedom of speech.” is the senior Wharton professor and consultant to industry who founded and leads the Wharton Future Waking up decades after the alarm goes off of Advertising Program. There is, of course, no excuse for this mess. A hint to Wind sees ad blocking as the audience’s the audience’s insurrection actually arrived some 17 reasonable response to “dumb, destructive ads that years ago with the Cluetrain Manifesto, a declaration are meaningless.” He believes the industry must of the sweeping social and commercial revolution welcome ad blockers and try to make them smarter the web was spawning. Cluetrain’s authors thought so audiences can still choose to see marketing they were stating the obvious, but their manifesto messages that meet their personal interests. He has a and subsequent book created a sensation. low opinion of one industry response, which has been The manifesto set forth 95 theses—new rules of to encourage technology that defeats ad blocking so digital media and the new audiences being collected people can be forced to see ads. “The thing they want by the Internet. to avoid doing is trying to block the ad blockers,” Wind says. “It’s the dumbest thing they can do.” Thesis 74: “We are immune to advertising. Just The rest of the media business has been struggling forget it.” longer to cope with the consequences of advancing audience control. Half the newspaper business has Thesis 75: “If you want us to talk to you, tell disappeared because the audience learned to curate us something. Make it something interesting for its own news online. The music business failed to a change.” sell music in the form the audience wanted; digital streaming took over by allowing people to compile This was one of the first of an uncountable number personalized playlists, one song at a time. of warnings issued over time to the media industry, The wake-up calls keep arriving. But the backers including the ad business. of traditional ad-supported TV, the lifeblood of the

Continued on 14 Perspectives from Industry As ad-blocking grows, how will brands get their messages seen and heard?

The use of ad blockers has more than tripled over the past three years to 181 million users today and the growth rate is torrential. Think about it. People hate ads so much they’re willing to go to the trouble of downloading a chunk of software just so they can escape them. That’s a bad position to be in. Here’s a thought: Don’t hijack my screen (desktop, mobile and otherwise) with unwanted come-ons in windows that require the dexterity of a mohel or a diamond cutter to close. It’s lazy and Adam Penenberg you’re just engendering ill will. The trick is to give me something Rob Rasmussen I want or might like. Don’t rely on lazy ad banners and inane TV Leading tech journalist; spots. Add value to my life. Tell me something I should know or Independent creative professor of journalism at would enjoy hearing about. In exchange I’ll grant you my interest— consultant; former chief New York University; author until you get boring or ask me for money like a subway panhandler. creative officer, Story of numerous books, including Worldwide; creator of the If you publish an article that is like real journalism, warts and all, Viral Loop: From Facebook legendary Beta-7 digital to Twitter, How Today’s that reveals something intriguing about the world, I might even buy campaign for Sega (named Smartest Businesses Grow your thingamajig. “non-TV campaign of the Themselves. Either that or pay me. My time and attention have value. decade” in The Book of Tens).

12 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER BOOK REVIEW In the new book Beyond Advertising, Albert director of Wharton’s Future of Advertising Einstein is quoted as saying, “Without Program since it began in 2008. The book, Beyond Advertising: Creating changing our pattern of thought, we will not as its publisher explains, is informed by Value Through All Customer be able to solve the problems we created contributions from more than “200 of the Touchpoints with our current pattern of thought.” world’s most forward-thinking executives, By Yoram (Jerry) Wind and If ever there were an industry whose innovators, and academics,” who Catharine Findiesen Hays long-held and current thought pattern has participated in an FOA project to foresee Wiley, February 2016 created problems, it is the ad industry. It what advertising will look like in 2020. (Full Reviewed by Kirk Cheyfitz was refreshing to see this quote early in one disclosure: I am one of those 200 and a of the most useful books in years about the member of FOA’s Global Advisory Board. I changes that are needed in adland. have no financial interest in the book.) Einstein presumably was asking fellow Beyond Advertising envisions a new physicists to open their minds to a new mental model in which marketing addresses model of time, space and the universe. “people,” not, myopically, “consumers” and Beyond Advertising asks marketers to adopt thinks about “inspiring and enabling,” not a new mental model of how brands talk to just “persuading.” It presents a model where people. Einstein may have had the easier job. advertising “serves” people instead of just Beyond Advertising’s authors, Yoram “selling” to them; a model where brands use (Jerry) Wind and Catharine Findiesen Hays, their $500 billion in annual spend to bring are leading scholars and practitioners of valuable content to people and make “a net marketing. Wind is a senior professor at the positive impact on society and culture.” Wharton School. Hays has been executive Think of that. I mean, really, think of it.

The answer is simple: stop First, you need a powerful insight into a core part of your behaving like a used car audiences’ lives—a struggle, a joy, or a fear. Next, you must portray salesman. Even if ads were it so vividly and truthfully that people see themselves in the not blocked, they tend to fall portrayal and react emotionally. That strong emotional tension on deaf ears. It is all about needs a fix or release. And this is the most important part: deliver attraction versus persuasion. the solution in a way that is interesting, useful and timely. Know thyself and act Traditional ways of talking at consumers are no longer useful; accordingly. In doing so your they are intrusive. Brands must now play a key role in people’s brand becomes the message Benjamin Crook lives to help resolve their deeply felt needs at critical moments — and you will develop a fervent when the tension is most in need of resolution. Brands must be fan base that will eagerly seek Marketing director for both relevant and timely to build a relationship and ultimately out your goods and services. Unilever (USA) at The brand affinity. Those fans themselves Baking, Cooking and Spreads Company become your ads and tell everyone they know.

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

old ad industry, seem to remain holdouts, firmly As everyone with any sense is saying, the time is believing TV spots are largely immune to the past due to put the audience first. That may sound consequences of audience control. They remind me easy; it isn’t. It means that it’s far more important to of climate-change deniers on a hot winter day. find out what really matters to the audience than it During a keynoter at CES, NBCUniversal CEO is to ask a client what message it wants to deliver. Ad Steve Burke called advertising without TV spots blockers exist because too many clients and agencies “unthinkable,” Advertising Age reports. Burke want to deliver too many messages that don’t matter added, “People are going to want to watch great to a single real person. television on a great television set.” Yes, Steve, but If you want to serve your clients, you must be a that doesn’t mean they’ll much longer tolerate ferocious advocate for their audiences. having the great experience continually interrupted The Internet uncorked the genie of audience by Viagra, GEICO and even stupider advertisers. control. It is never going back in the bottle. It’s The latest news is that ad-supported TV and time to deliver really valuable experiences to arbitrary bundles of paid programming on cable are “empowered and skeptical” audiences. It’s time for under heavy assault from the web. To make up for compelling stories, honest information, standing falling ratings and rates, both cable and broadcast for something more than the next sale and being increased ad time per hour. Now the audience something more than a series of product claims. is forcing a retreat to fewer ads. The revolution Welcome, as I always say these days, to the Post- is being led by Netflix, Amazon and the like, all Advertising Age. of which give people what they want: Complete control. No interruptions. No stupid TV spots. No ads at all, in fact. Kirk Cheyfitz is an award-winning journalist, author, editor, publisher and innovator in nontraditional Hey, kids, what time is it? advertising, marketing and content creation. He is also The news media business got theirs. Then the the co-CEO and chief storyteller at Story Worldwide. music business; the book business. Now it’s Disclosure: Cheyfitz is a member of the Global Advisory advertising’s turn. Board of Wharton’s Future of Advertising Program. This is not a positioning, messaging or PR problem. This is a fundamental product problem. Want to read more from Kirk Cheyfitz? Find the Translated into the language of advertising, “The collection online: http://cmi.media/Cheyfitz consumers are rejecting our products.”

My concern long term is more with what I call 1. Advertising as a service. Brand communication “mental ad blocking.” This comes from the continual that helps customers solve problems, improve their dependence by marketers and their agencies on a daily lives, help others improve their lives and learn mental model of advertising called “interrupt and new things is being used more and more because it repeat.” This was the model that emerged with the rise has goals beyond exposure and transaction only. of paid advertising in mass media, particularly radio and television in the 20th century. 2. Storytelling. Topics and experiences that matter The cluttered, interrupting nature of this model, both to customers are integrated (or connected) in the online and offline, together with the poor quality of brand stories in meaningful ways. Joseph Plummer most ads, pushes consumers into “mental ad blocking.” I worry this can lead to a loss of respect and trust for 3. Advertising on demand. Some brands are Senior figure in advertising brands across all possible platforms. recognizing that exceptional advertisements are research; adjunct professor I am encouraged that more and more brands are valued due to their helpfulness or entertainment of marketing, Columbia University; former chief adopting a mental model of “engagement,” which value. In this new approach, consumers are actively research officer, Advertising respects the customer, is open to two-way dialogue looking for or sharing with others ads they value. Research Foundation and understands the creative interaction of content They are engaging with valued ads when they want and context. This has led to three new ways to think to for their purposes. about advertising in the 21st century.

14 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER ( Yo u ’ r e We l c o m e )

Tr a n s f o r m a t i o n | N u r t u r e M a r k e t i n g | P a i d A c t i v a t i o n F A T H O M D E L I V E R S . C O M THE AGENCY ISSUE

It’s Baaaack …

Snapchat burst on the scene in 2012, but in those early days brands mostly stayed clear—in part because it became classified as the “sexting app,” and in part because it wasn’t immediately evident to brands how to use the platform. In the last 12 months all that has changed. Snapchat added functionality that helps brands tell less-fleeting stories and reach a wider audience. Even more, a handful of Snapchat celebrities are gaining massive followings … and letting brands in on some of the fun.

Clare McDermott

How Snapchat Works

THE BASICS: Snapchat began as the disappearing photo app, allowing users to share photos and messages that vanished after being viewed the first time. Today people still use the platform eet Shaun McBride, aka to share time-limited photos and videos, but a newer feature MShonduras. He was among the first called Snapchat Stories lets users (and brands) post content (if not the very first) to figure out the that lasts 24 hours rather than immediately self-destruct. By massive potential of Snapchat to grow an patching together a series of photos or videos during a day, you audience beyond your circle of friends. can create longer, more engaging narratives. Earlier this year, He also pioneered some of the quirky Snapchat launched Discover, a new way for brands to reach storytelling tactics the platform is now viewers in a one-to-many relationship. Discover lets brands known for. Last year Shonduras counted feature their editorial content in-app; it’s a feature still largely Disney, AT&T, Red Bull and Philips as used by media companies to promote owned content but with clients … and the offers keep rolling in. plenty of opportunity for content-focused brands. We asked him to share why the platform is unique, and what advice he HOW BRANDS USE IT: Snapchat is hugely valuable for brands has for brands considering the plunge. because of its core demographic: teenagers. Brands have four primary options: Snapchat videos CCO: For those who don’t use Snapchat, viewed each day can you explain what’s special about Sponsor a celebrity: For a low-risk start, collaborate with it? And how is it different from other big a Snapchat celebrity to underwrite one or a series of video 7 BILLION (vs. Facebook’s photo- and video-sharing platforms? adventures. The brand will appear in the storyline in some way 8 billion) Shonduras: What happens with a lot of

16 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER FACT of marketers say their % organization’s content 30 marketing is effective.*

We know you want to see results. We know you need to see results. It’s what drives everything we do. We can help put you in the 30% club. — Jayne Haugen Olson VP, Content, MSP-C 2015 Content Director of the Year The Content Council

Contact Kevin Dunn 612.336.9210 | [email protected] | msp-c.com

*Source: Content Marketing Institute’s 2016 Report, B2B Content Marketing Benchmarks, Budgets, and Trends – North America.

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as agreed to by both parties. The most common sponsorship 100 platforms is there’s a creator creating relationships involve getting a celebrity to attend (and video content. They put something out there record) a big event, or finding a natural way to feature a brand MILLION and people can enjoy that content and Monthly active users as part of a fun-filled adventure. Top Snapchat celebrities comment on it. Sometimes the creator charge tens of thousands for one-time stories. will respond back. With Snapchat, it feels less like a creator/viewer relationship Share great content: Ready to share your own snaps? Use and more like a friendship—like a text Snapchat Stories to piece together photos or short videos, message between friends. When you attracting followers one person at a time. For your content to be add someone on Snapchat, you have to seen, someone must be following you, unless you … type in their name to add them. It’s hard to add someone. And it’s hard to grow a Sponsor a story: Snapchat gathers users’ stories for longer, following. It makes the relationship feel local streams called Our Stories. For example, the New York more personal. On other channels like City Story is a montage of user-generated clips from the city on Vine or YouTube someone can click- a given night (accessible only if you’re in the area). National and click-click and follow a bunch of people. global streams are also available from time to time. Brands can buy ad space on Our Stories channels, letting their submissions How do you balance serving appear in the collection with other users’ submissions. advertisers’ needs versus those of your audience—and make sure you’re Scale it: For content-heavy brands wanting more exposure, not alienating viewers with sponsor check out Snapchat Discover—the new paid location on Snapchat messages? I’ve done a really good job where brands can share owned content with a larger audience. of making the brand the hero of my Snapchat. When I work with a brand, How Not to Mess It Up a lot of times they want it to feel really organic and natural. They’ll say, “Why Let’s be clear: A lot of fast-growing platforms stall when they don’t you just casually use our product try to monetize their massive followings. Vine, for example, has or happen to be wearing it?” I don’t gotten a lot of flak for letting brands saturate the platform— think that’s the right approach. People which lately feels more crowded than cool. have been subtly advertised to for a long Snapchat has emerged if not immune to the problem, then time. If I’m going to do something with at least thoughtful about balancing the need for brands to a brand, I’m going to embrace it 100 use the platform, while still keeping the experience fresh and percent and make the brand the hero of unfussy for users. If you’re thinking of jumping in, consider the the Snapchat story. following: Right now I’m going to the college playoffs with AT&T. Instead of saying Choose your ID wisely. Snapchat users must make an exact “I’m going to the college playoffs match when they type in your company (or brand) name. Make today!” and casually having AT&T in the sure your Snapchat ID is intuitive and simple (e.g., you can find background, I’m saying, “Me and AT&T General Electric by typing “generalelectric” but you’ll come up are tight. They’re sending us.” I talk empty with “general electric”). them up and say we’re homies. As long as Continued on 20 you’re creating really cool content with the brand and they’re the one who helped create it, people get excited. A good example is my Free Stuff “As long as you’re creating really Fridays. Almost every Friday, I work with a brand to give something away ... cool content with the brand and and people love Fridays. It’s my most they’re the one who helped create it, engaged day out across all my social people get excited.” media because people are getting free stuff. I make a cool story out of it and do something exciting. People don’t mind if a brand is involved.

You were one of the first to figure out Snapchat had this huge potential

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Do not make your image picture-perfect on Snapchat. This beyond friends chatting. Take us to that is a channel where live and unrehearsed win over fussy and time. It was before Snapchat really took perfect. “You’re doing it wrong if you present perfectly curated off and was getting a lot of publicity. My stories with Photoshopped pictures,” says Shonduras. “Keep it sister told me to use it because I traveled real, raw and interesting on Snapchat.” (One look at how brands around as a sales rep for snowboard and are behaving on Snapchat will tell you this advice isn’t widely skateboard companies. She told me to understood.) show what I was doing because I had a fun lifestyle. I immediately saw how According to Like any other social channel, it’s all about engaged people were and how real it Tell great stories. teens, which social great content. “Don’t go on and try to do an ad or promote platform is most was—like a text message but you could a deal,” advises Shonduras. “Show behind the scenes, bring important? get creative with it. people down to the essence of your brand’s story.” Once you’re It was much harder to build a following telling great stories, it’s OK to offer freebies or special offers, on Snapchat but the engagement was but don’t make that your primary focus of your Snapchats. much deeper. Originally you had to hold down your finger on the screen, so Build your following. Rather than relying on followers typing 33% it wasn’t something you could play in in your company name to find you, share your unique Snapchat Instagram the background—you had to be paying ghost (Snapchat’s version of a QR code) so users can take a attention. And you can’t just scroll past a picture and connect. The Wall Street Journal temporarily Snapchat like you can on other channels. converted its logo on Twitter to its Snapchat ghost to promote Plus you have this feeling you can’t go the journal’s new presence on the platform. back and look at it. There’s that sense of Continued on 22 urgency that you want to absorb it before 20% it’s gone forever. Twitter I could see there were people getting YouTube famous and Vine famous. I knew Snapchat had huge potential; it is a great platform to showcase a brand, reach an audience and be creative. In those early days, I started molding 19% how the platform was used—and a Snapchat lot of the things I was experimenting with have since become native in the app. I was the first to tell a story using chronological images … before Stories ever existed. I was also the first to screenshot images and draw on them, 15% something that’s now available natively Facebook in the app. And I was the first to repost fan submissions (though I did it using a complicated workaround). Now if you Source: Piper look at Snapchat’s Discover page, they’re Jaffray, Taking Stock with Teens - constantly promoting the “draw on this Fall 2015 and send it to a friend” and the like. When Snapchat took off, I took off with it.

What types of brand collaborations do you refuse? I’m lucky because I’ve had so “Show behind the scenes, bring people down many brands approaching me that I can to the essence of your brand’s story.” pick and choose who I work with. I get three different pitches a day, including –Shonduras lots of “will you promote our app?” My answer is always “no.” I don’t want to ask my fans to go download something. I’m focused on long-term relationships and going on adventures with fans.

Continued on 22 20 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER glcdelivers.com

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 21 a marketing communications agency THE AGENCY ISSUE

Continued from 20 If in doubt, piggyback on someone who’s doing it well. The easy way to experiment with Snapchat is to hook up with a Snapchat celebrity. As with any type of influencer relationship, What’s on your wish list for 2016? you get access to that person’s audience. Even more, you can I’d love to work with a car company learn how to communicate on Snapchat from an expert. and go on a monthly adventure. I’d go snowboarding, skydiving … and get there Don’t try for subliminal product or logo placements. Some in the vehicle. I could show how/whether marketers may want to include subtle product placements the snowboard gear fits inside. I could when working with Snapchat celebrities, but Shonduras show the speakers playing great music. cautions against it. He says it’s much better to put the sponsor/ Basically, I’m showing off how cool the celebrity relationship out in the open. “Make the brand the vehicle is while going to amazing places. hero of the story,” he says.

Go on an adventure. Most Shonduras stories begin with an adventure. Whether it’s snowmobiling, partying or skateboarding, he takes his Snapchat friends on epic, 60-second DISNEY trips that emphasize fun—with a heaping dose of frenetic Shonduras has a long-standing relationship energy. It’s the perfect way to tell great pint-sized stories. with Disney, whether attending Mickey’s Not-So-Scary Halloween Party as a cereal bowl (his favorite food) or taking viewers along for an epic Florida-to-California two- park visit in 24 hours.

Want more social media inspiration? Find 75 content examples to spark your creativity. http://cmi.media/spark

22 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Content is king. Meet its court.

It’s why, since 1978, CMD has crafted compelling, impactful content with the help of a cast of 150 storytellers, artists, designers, directors, videographers, strategists and more. All working together to create work that’s as memorable as it is measurable.

Let the collaboration begin. cmdagency.com

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 23 THE AGENCY ISSUE

True Stories Documentaries offer a powerful medium to convey complex, rich stories. Why aren’t more brands producing them?

Clare McDermott

ou would be hard pressed to find a marketer in In my mind there is not a more 2016 who doesn’t believe publishing content is powerful—and more underused— medium as important or more important than paying than the documentary film. Brands rarely for advertising. Yet somewhere in the race to take on artistically complex video projects publish more, hit more channels and optimize because they require a level of creative reach, we’ve lost sight of the art of great content and technical talent that most brands creation and the returns from more ambitious projects. (and even many of the agencies that serve Y them) don’t have access to. Of course there are some that pull it off beautifully. Brands like Patagonia are master documentary storytellers. These are brands immersed in the visual world and have a clear point of view to share with their audiences. What about brands that don’t have such a rich source of stories to pull from? Or brands you would not associate with artistic film projects? What can we learn from the projects they launch?

All about the drumsticks Photo Church’s credit: Chicken In 2015, Church’s Chicken teamed up with World’s Fastest Drummer (an event that invites drummers to play the most single strokes in 60 seconds). But rather than just sponsor the event, Church’s Chicken produced an eight- episode documentary that explores the lives of those who vie for the title of

24 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Telling the Right Story

The Church’s Chicken documentary series was produced by a Milwaukee- based agency that specializes in documentary films. Documentarian Barry Poltermann has edited a number of feature films, including the Sundance-winning American Movie (for which he was also the producer) and the upcoming Raiders!: The Story of the Greatest Fan Film Ever Made. He says that while documentaries are a powerful format for brands to reach new audiences, brands should understand the difference between true documentaries versus reality-style programming. “Authentic documentary stories are not the same as ‘real-people’ or even ‘documentary-style’ marketing pieces,” says Poltermann. “What moves people are genuine documentaries, not marketing pieces crafted to feel like documentaries.” Poltermann says his agency uses a lengthy process to unearth stories that both appeal to the brand’s audience and capture the brand’s point of view and identity. As part of that process of digging for stories, he says there are critical ingredients absolutely essential to get the project right:

Story landscape is the setting in which a brand has both the credibility and expertise to tell a great story. “When Stella Artois chose to tell a story about hand painted billboard artists, the brand’s commitment to traditional craftsmanship gave it the permission to talk about that topic,” world’s fastest drummer. (In case you’re other unlikely characters—from young, explains Poltermann. wondering about the connection between fast-rising speed drummers to the guy fried chicken and drumming … it’s with the fastest drumming feet. Each Story hero is a single person or a drumsticks of course.) 2-minute episode follows a condensed group striving toward a common goal. The documentary, Fast Company, hero’s journey, exposing the hard work The most powerful documentaries captures the quirky but oddly compelling and passion required to reach the top focus on someone who has a goal world of speed drumming. At the heart of echelons of speed drumming. The series or quest and ceaselessly strives for the documentary is Boo McAfee, speed concludes at the semi-finals of the World’s it, and for whom something big is at drumming champion and inventor of the Fastest Drumming championships, teeing stake. That person’s journey should Drumometer (the machine that counts up the finals in Nashville, Tenn. intersect in some way with your the number of strokes per minute). brand’s mission or area of interest. The series also includes vignettes with Continued on 27

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 25 THE AGENCY ISSUE Brand Documentaries: From Somber to Silly

Up There The brewer Stella Artois funded a documentary that became the source material for an ad campaign about the disappearing art of hand-painted advertisements. Through poignant interviews with artists, Up There takes a loving look at the history of hand-painted billboards, and the few who still paint beautiful murals on buildings in New York City. Spent American Express created a long-form documentary as part of a larger program to teach its audience about financially underserved communities in the United States. The documentary exposes the underbelly of the U.S. financial system: payday lending, check-cashing services and other short-term, high-interest loans marketed to those without access to traditional banking services. It shows both the heavy toll it exacts on working-class families, as well the ways in which both the financial services industry and government can help those at risk.

The Story of Content In a bid to explain the phenomenon of content marketing to newcomers, the Content Marketing Institute produced a 43-minute documentary highlighting content-focused brands and the marketers who fuel them.

See the documentary from the Content Marketing Institute called The Story of Content—a tour de force about the origins and future of content marketing. http://cmi.media/soc Living off the Walls Shoe company Vans is producing a series of documentaries that chronicle the lives of young artists and athletes who push boundaries and inspire others Kiss and Tell through their creative expression. Vans has a long A grooming-care company (among other things), history in documentary film; its original documentary Gillette offers a less-serious take on the medium. about skateboarder culture in Southern California was Clocking in at just under five minutes, the film released in 2001. explores the lost art of kissing … and blames facial hair as an obstacle to it. It’s a pretty hilarious look at what one participant describes the “effort to look lazy” among young men, and the suffering that women endure by kissing men with too much stubble.

26 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER The idea was the brainchild of Church’s speed drumming event took place), and an documentary was completed, Church’s Chicken chief marketing officer, Mark 18-percent uptick in Nashville (where the is still seeding content to its channels, Snyder, who wanted to reach a new world championships for speed drumming telling the story of speed drumming. Well- audience: young men. When Snyder’s take place). crafted stories aren’t simply about the art team researched the type of content Why such a powerful reception? Barry of storytelling, they also deliver on the young men gravitated to, high on the list Poltermann, founder of About Face science of content reuse and reach. was achievement-based videos. The world Media, the documentary film group that As we wrapped our conversation, of competitive speed drumming was a produced the Church’s Chicken series, Snyder offered this parting piece of advice perfect fit, thought Snyder. puts it this way: “Documentaries have for marketers interested in documentary “When you step back and look at the huge audience appeal—just click on your storytelling: “If filmmaking is something results, you’d be hard pressed to figure out Netflix menu to prove it. Documentaries you are trying to explore, make sure your how to grow engagement with customers also happen to be a practical and idea is a big one and different from what online and how to grow a broader affordable way to communicate with an people would expect of your brand.” customer set if you don’t get into this type audience. Having said that, you should of storytelling,” says Snyder. experiment with all different types of In total, the eight webisodes generated video projects, not just documentaries. Clare McDermott is the chief editor of CCO 5 million views and 18 million impressions. You want to consider and explore any magazine. Follow her @soloportfolio. The buzz from the events and films also video content and video channels people drove a 12-percent increase in sales in a voluntarily engage with.” single weekend in Atlanta (where national Nearly a year after the multi-episode

Great content marketing taps great passion.

> 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 passion. And that’s where we excel. Marcus Thomas helps global brands identify what inspires and motivates their customers – and then we develop approaches that help those customers bring their passions to life. Passions other customers will curate and share. For more information, contact King Hill at [email protected]. Content Marketing Agency of the Year 216.292.4700 :: marcusthomasllc.com Finalist 2014, 2015. THE AGENCY ISSUE

NATIVE ADVERTISING TECH Content syndication and native advertising tools help you get your content to more places on the web. Because some (not all) native content isn’t recognized by ad-blocking software, the format represents a workaround for what is a serious threat to programmatic advertising. Our list isn’t intended to be thorough (it would span many pages) but rather offer a sampling of the types of tools in the category, and point to new subcategories emerging in the native ecosystem.

Bringhub turns ordinary content into shopping- enabled content.

DistroScale is a marketplace for buying, delivering, managing and measuring native ads at scale. It’s part of a new category of native ad , the online comment aggregation platforms called Disqus system, now allows brands “native marketplace.” to position sponsored comments above Disqus- enabled comments.

Nativo helps publishers deploy native-advertising solutions across their properties, and brands deploy in-feed sponsored OneSpot is a content- content at scale across recommendation engine media sites. that can be deployed on your own site or used to syndicate content across other sites. It focuses on delivering the same content (or series) to Ready to learn more? Listen to Robert Rose and Joe Pulizzi discuss the future of a user, no matter the user’s native advertising. http://cmi.media/PNRepisode113 location on the web.

28 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER 6 Types of Native Ad Units Two years ago, the Interactive Advertising Bureau defined native advertising six core categories—and those definitions hold true today:

In-feed units allow branded editorial Outbrain is the largest content to run in the same feed as a media content-discovery platform, company’s traditional content, clearly labeled offering recommendation as sponsored. widgets to publishers and syndication to brands. Recommendation widgets (sometimes called content discovery tools) present semantically related content to online viewers (e.g., if you like this article, then you might like this article) and create ways for marketers to get their content “discovered.”

Sharethrough helps Paid-search units are promoted search brands scale in-feed ads results displayed alongside normal search and publishers manage results on any of the major search engines. monetization. Again, paid results are clearly noted.

Promoted listings are a type of paid-search Taboola uses publisher- unit but applied specifically to e-commerce recommendation widgets to searches—whether on a search engine or a help brands get their content retail site. On Etsy, for example, a search for a to the right audiences. leather belt will display paid options (clearly marked) before any other search results.

In-ad is an ad unit with a content-first TripleLift offers in-feed approach (e.g., an entertaining embedded native ads to brands looking video or an educational-data graphic); it to scale quickly. also usually points to brand content on a secondary site.

Custom native advertising describes a Zemanta is a marketing- massive collection of emerging formats yet to automation platform that be defined. For example, a fashion magazine includes management for may feature a weekend-ready outfit, and that native ad formats. item can be launched into a shopping cart for purchase via an app called BringHub. Native ad relationships with influencers also fall under the “custom” umbrella, such as the type described by Shonduras on page 18. These Read the latest research about native ad effectiveness and get emerging models are blurring the boundaries recommendations for 2016. between advertising and content marketing. http://cmi.media/nativeads

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 29 THE AGENCY ISSUE THE CONTENT AGENCY LIST Top content marketing agencies across the globe.

72andSunny Bader Rutter Burns Marketing CMD Cursive Content Droga5 72andsunny.com baderrutter.com burnsmarketing.com cmdagency.com Marketing droga5.com Playa Vista, CA Milwaukee, WI Johnstown, CO Portland, OR cursivecontent.com New York, NY Key Clients: Adidas, Key Clients: Google, Key Clients: Seagate, IHS Key Clients: JELD-WEN New Haven, CT Key Clients: Prudential, Hardee’s Oracle Windows & Doors, Key Clients: University Toyota BusinessOnline Microsoft of Saint Joseph,  97th Floor Bandolier Media businessol.com PowerPhone Eastwick 97thfloor.com bandoliermedia.com San Diego, CA CNN Collection Communications Lehi, UT Austin, TX Key Clients: American cnn.com/collection Customer Magnetism eastwick.com Key Clients: ESPN, Pixar Red Cross, Masco Atlanta, GA customermagnetism.com Sunnyvale, CA  Barkley Corporation Virginia Beach, VA Key Clients: SCIenergy, 1000 Heads barkleyus.com Colloquial, a WPP Key Clients: Dollar Tree, Vodafone Xone 1000heads.com Kansas City, MO Callahan Creek company ScienceLogic London, UK + New York, NY Key Clients: Cargill, callahancreek.com colloquial.com EBYLINE Key Clients: Playstation, Wingstop Lawrence, KS New York, NY Cut to the Content ebyline.com LEGO Key Clients: Sprint, cuttothecontent.com Sherman Oaks, CA   Beutler Ink Tyson Pet Products Consumed Media, Santa Monica, CA Key Clients: Avaya, Fox Accenture Interactive beutlerink.com a division of CPXi Key Clients: Sports accenture.com Washington, D.C. Campfire at consumedmedia.com Northwestern University, Global Key Clients: Google, SapientNitro New York, NY Adobe Embryo Creative Virgin Pulse campfirenyc.com Key Clients: embryocreativegroup.com  AHA New York, NY HipHopMyWay, Warped D Custom Boston, MA ahainc.com BLASTmedia Key Clients: HBO, Speed dcustom.com Key Clients: Harvard Vancouver, WA blastmedia.com Reebok Dallas, TX University, Boston Fire Key Clients: Charles Indianapolis, IN Content Harmony Key Clients: Texas Department Schwab & Co., HP Key Clients: Long John Carat contentharmony.com Farm Bureau Insurance, Silver’s, adidas carat.com/global/en/ Seattle, WA emfluence  Lennox International Inc. Allison+Parners London, New York, Key Clients: Rival IQ, emfluence.com allisonpr.com Blue Skies Marketing Singapore Pets Best Davis Harrison Dion Kansas City, MO San Francisco, CA blueskiesmktg.com Key Clients: Kelloggs, dhdchicago.com Key Clients: Grantham Key Clients: Norton, Ft. Collins, CO Mondelez Content Launch Chicago, IL University, Houlihan’s Helmsbriscoe Key Clients: NetSuite, contentlaunch.com Key Clients: Gerflor USA, Restaurants Nob Hill Design Carrot Creative - The Bonsall, CA  HydraForce ANNUITAS Vice Digital Agency Key Clients: Konica  emota, a video annuitas.com Brafton carrot.is/creative Minolta, McKesson Deloitte Digital content agency Atlanta, GA brafton.com Brooklyn, NY deloittedigital.com emota.com Key Clients: Lenovo, Boston, MA Unilever, Target  Content Science Global San Diego, CA EarthLink Key Clients: Appian, content-science.com Key Clients: Southern Sunrise Senior Living CBD Marketing Atlanta, GA DeSantis Breindel  Careers Institute, Petco Arnold Worldwide cbdmarketing.com Key Clients: CFA desantisbreindel.com arn.com Brandpoint Chicago, IL Institute, The Coca-Cola New York, NY  Empower Boston, MA brandpoint.com Key Clients: Whirlpool, Company Key Clients: Deutsche MediaMarketing Key Clients: Jack SouthHopkins MN Firestone Building Bank, Verifone empowermm.com Daniel’s, University of Key Clients: Brewer Products  Convince and Convert Cincinnati, OH Phoenix Science, Burson-Marsteller convinceandconvert.com Diablo Custom Key Clients: Gorilla Glue, Centerline Digital Bloomington, IN Publishing US Bank Ascend Integrated Media Brick Marketing centerline.net Key Clients: Motley Fool, dcpubs.com ascendintegratedmedia.com brickmarketing.com Raleigh, NC BMC Software Walnut Creek, CA Endurance Marketing, LLC Leawood, KS Boston, MA Key Clients: IBM, Lowe’s Key Clients: San endurancemktg.com Key Clients: American Key Clients: DataDirect Home Improvement CopyPress Francisco Giants, Uber Atlanta, GA Heart Association, Technologies, Parlee Farms copypress.com Key Clients: Coldwell American Thoracic Chempetitive Group, Tampa, FL DigitasLBi Banker, Hilltop Design Brokaw Society life sciences marketing Key Clients: Lacoste, digitaslbi.com/us/ Group brokaw.com chempetitive.com Macy’s New York, NY Ayzenberg Group Cleveland, OH Chicago, IL Key Clients: American EnVeritas Group ayzenberg.com Key Clients: Marsh Key Clients: 10X Cramer Express, Taco Bell, enveritasgroup.com Pasadena, CA Supermarkets, GE Reveal Genomics, Dow, GE cramer.com Motorola, Delta Greenville, SC Key Clients: Microsoft, Healthcare Norwood, MA Key Clients: Hotels.com, Brunner Mattel Key Clients: UPS, PwC Dino Publishing Accor brunnerworks.com  Cie Digital Labs dinopublishing.com Babcock & Jenkins Pittsburgh, PA ciedigital.com Cultivate Chicago, IL Eric Mower + Associates bnj.com Key Clients: DK Bicycles, Irvine, CA Communications Key Clients: Aston mower.com Portland, OR GlaxoSmithKline Key Clients: Nitto Tire cultivate- Martin, Sperry Top-Sider Syracuse, NY Key Clients: American Consumer Healthcare U.S.A., Inc., Entrepreneur communications.com Key Clients: Lenox, Express, GE Magazine Brookfield, WI Directive Consulting Bosch Key Clients: SwickTech, directiveconsulting.com Clarity Quest Marketing WFA Staffing Irvine, CA  Erwin Penland clarityqst.com Key Clients: Salt Creek erwinpenland.com

 Content Marketing Awards 2015 Winner Mystic, CT Curate Directive Grille, KV Supply Greenville, SC Honeywell, curatedirective.com L.L. Bean,  Key Clients: Key Clients: Content Marketing Awards 2015 Finalist Schneider Electric New York, NY Verizon Key Clients: Amazing Thailand, Evian

30 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Ethology FusionSpark Media, Inc. Hanley Wood  IMPRINT, a Sullivan  KPMG International Luckie & Company ethology.com fusionspark.com Marketing, Inc. Content Lab kpmg.com luckie.com Phoenix, AZ Langley, WA hanleywood.com imprintcontent.com United States Birmingham, AL Key Clients: Culligan, Key Clients: Wildlife Minneapolis, MN New York, NY Key Clients: Little Farmer’s Insurance Habitat Council Key Clients: NA Key Clients: T. Rowe Latcha+Associates Debbie Snacks, Bayer Florida Department Price, Fidelity latcha.com Fahlgren Mortine of Environmental HB Agency Farmington Hills, MI  Madden Media fahlgrenmortine.com Protection hbagency.com  Influence & Co. Key Clients: Ford Motor maddenmedia.com Columbus, OH Newton, MA influenceandco.com Company, Vera Bradley Tucson, AZ Key Clients: Emerson,  G/O Digital Key Clients: EMC, Columbia, MO Key Clients: Galveston McDonald’s godigitalmarketing.com Powerhouse Dynamics Key Clients: AIG, Laughlin Constable Island Convention & Phoenix, AZ American Airlines laughlin.com Visitors Bureau, Montana   fama PR Key Clients: StrataTech, HCP Aboard Publishing, Chicago, IL Office of Tourism famapr.com USF Health a division of the Miami INK Key Clients: American Boston, MA Herald Media Company inkagency.com Red Cross, Kleenex madison/miles media Key Clients: Applause, GET LIFT Agency experiencedestinations.com Irvine, CA madisonmilesmedia.com  Limelight Networks getlift.com Miami, FL Key Clients: Yokohama, Launch Squad Arlington, TX Austin, TX Key Clients: Mount Time Warner Cable launchsquad.com Key Clients: Prestige Fathom Key Clients: American Sinai Medical Center, San Francisco, CA Maintenance USA, Texas fathomdelivers.com Express, Citrix Children’s Trust inSegment, Inc. 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CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 31 THE AGENCY ISSUE

Merkle | RKG Netmark.com Pepper Group Reuters Brand Content  Speakeasy That’s Nice LLC, a MerkleRKG.com netmark.com peppergroup.com Solutions yourspeakeasy.com Science Agency Charlottesville, VA Idaho Falls, ID Palatine, IL solutions.reuters.com Dallas, TX thatsnice.com Key Clients: JetBlue, Key Clients: CBS, Inc., Key Clients: 3M, Cintas, New York, NY Key Clients: ServiceMaster, New York, NY Intuit Website Magazine Nissan Key Clients: J.P. Morgan, Neiman Marcus Key Clients: Honeywell BBC, Microsoft International, Bormioli MESH Interactive New Control, A Merkle PJA Advertising +  SPROUT Content Rocco Agency Company Marketing RevUnit sproutcontent.com meshagency.com newcontrol.com agencypja.com revunit.com/services/ Pensacola, FL The Adcom Group, Inc. Boston, MA Chicago, IL Cambridge, MA marketing_metrics Key Clients: theadcomgroup.com Key Clients: Bausch, Key Clients: VISA, AARP Key Clients: Red Hat, Las Vegas, NV LanguageLine Solutions Cleveland, OH Google Brother Key Clients: Virgin Wise.io Key Clients: Sherwin- New Digital Noise Hotels, Walmart Williams, Cleveland Clinic Mills James ndndigital.co The Pohly Company  Stein IAS millsjames.com New York, NY pohlyco.com Rise Interactive steinias.com The Barbarian Group Columbus, OH Key Clients: HSBC, Boston, MA riseinteractive.com New York, NY barbariangroup.com Key Clients: P&G, Swarovski Key Clients: American Chicago, IL Key Clients: Trelleborg New York, NY Verizon Bus Association, Marine Systems, Towers Key Clients: PepsiCo,  Nomadic Agency Massachusetts Maritime Roberts Watson Samsung Electronics Mindshare nomadicagency.com Academy Communications mindshareworld.com Scottsdale, AZ robertscomm.com  Story Worldwide The Content Factory New York, NY Key Clients: Disney, Position² Rochester, NY storyworldwide.com contentfac.com Key Clients: Ben & WhiteWave Foods position2.com Key Clients: Mastercard, New York, NY Pittsburgh, PA Jerry’s, Dove Santa Clara, CA ITT Key Clients: Lexus, RCI Key Clients: Fairtrade NR Media Group Key Clients: Quorum, America, Clear Channel  Mirum nrmedia.biz Samsung RocketFuel Stryde Outdoor mirumagency.com/ Columbus, OH gorocketfuel.com stryde.com san-diego Key Clients: Apicha POSSIBLE Memphis, TN Salt Lake City, UT  The Economist Group San Diego, CA Community Health possible.com Key Clients: Summit Key Clients: Goal Zero, marketingsolutions. Key Clients: TD Bank Center, Homeside New York, NY Truck Group, Restor IdealShape economist.com Group, Johnson & Mortgage Key Clients: Bill & Melinda Medical New York, NY Johnson Consumer Inc. Gates Foundation, studioD, a division of Key Clients: IBM, Ogilvy & Mather Starwood Hotel  Rodale Grow Demand Media Marketo Mother ogilvy.com rodaleinc.com demandmedia.com mothernewyork.com New York, NY Pyxl New York, NY Santa Monica, CA The Foundry @ Time Inc. New York, NY thinkpyxl.com Key Clients: Whole Key Clients: Kellogg’s, http://thefoundry.nyc/ Key Clients: Sundance Onion Labs Scottsdale, AZ Foods Market, Sodexo Office Depot New York, NY Film Festival labs.theonion.com Key Clients: Carpathia Key Clients: Chase, Land Chicago, IL Provision Healthcare Rosetta  Studio One Rover Moving Minds Key Clients: KFC, Alliance rosetta.com studioone.com movingmindsllc.com Overstock.com Hamilton, NJ New York, NY The Garrigan Lyman Palm Coast, FL Racepoint Global Best Buy, Ford Group (GLG)   Key Clients: Citi, TESSCO Original9 Media racepointglobal.com SHIFT Communications glg.com original9.com Boston, MA shiftcomm.com SyncShow Seattle, WA Moxie San Francisco, CA Key Clients: IBM, New Newton, MA syncshow.com Key Clients: Microsoft, moxieusa.com Key Clients: Cisco, Balance Key Clients: Salesforce, Rocky River, OH T-Mobile Atlanta, GA ServiceMax McKesson Key Clients: Seaman Key Clients: Verizon,  RAPP Corporation, RBB Systems The Idea People Nike  PACE rapp.com Siege Media theideapeople.com paceco.com New York, NY siegemedia.com T Brand Studio Charlotte, NC  MSP-C, a division of Greensboro, NC Key Clients: Coopertone, San Diego, CA nytimes.com/ads/idealab Key Clients: Innspector, MSP Communications Key Clients: Southwest Genesys Key Clients: The Miami New York, NY Novant msp-c.com Airlines, Verizon Wireless Herald, AOL Key Clients: Delta, Purina Minneapolis, MN  Razorfish The Mx Group   Key Clients: IBM, United PadillaCRT razorfish.com Siegel+Gale  T3 Custom themxgroup.com Healthcare padillacrt.com New York, NY siegelgale.com t3custom.com Burr Ridge, IL Minneapolis, MN Key Clients: Mercedes- New York, NY Seattle, WA Key Clients: Siemens, MullenLowe Key Clients: Coopertone, Benz USA, Kellogg Key Clients: Motorola, Key Clients: TD JMC Steel Group mullen.com Rockwell Automation TEGNA Ameritrade, Options Boston, MA  Ready State Industry Council Thinkhandy Key Clients: Bose, Palio+Ignite. An inVentiv readystate.com Sigma Group thinkhandy.com Capitol One Health Company. Palo Alto, CA sigmagroup.com TDA Group, LLC Fort Worth, TX palioignite.com Key Clients: Google, Upper Saddle River, NJ tdagroup.com Key Clients: Lenovo, Intel Nelson Schmidt Inc. New York, NY Cathay Pacific Key Clients: Wyndam Mountain View, CA nelsonschmidt.com Key Clients: Worldwide, ADP Key Clients: Dell, IBM Third Door Media Milwaukee, WI AstraZeneca, Gilead  Relevance - thirddoormedia.com Key Clients: Honeywell, Publication. Agency. Slack and Company TELL YOUR STORY Redding, CT McKesson Pappas Group - A DMI Events. slackandcompany.com tellyourstoryinc.com Company relevance.com Chicago, IL Chicago, IL Three Ships pappasgroup.com Indianapolis, IN Key Clients: Dow Key Clients: USG three-ships.com Arlington, VA Key Clients: IBM, Macy’s Corning, Sipi Metals Corporation, Enlivant Raleigh, NC Key Clients: AARP, Hilton Key Clients: Lily,  Hotel & Resorts  Response Capture SPARK Tendo Communications Washington Federal responsecapture.com spark.us tendocom.com Portland, OR Tampa, FL San Francisco, CA thunder::tech Key Clients: Coppertail Cisco, HP thundertech.com  Content Marketing Awards 2015 Winner Key Clients: Hubbub, Key Clients: EDA Brewing Co., Dalí Cleveland, OH  Content Marketing Awards 2015 Finalist Museum Key Clients: NEO Cycle, Corporate United

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THE AGENCY ISSUE

Time Inc. Content VERDINO & CO  Yesler Axonn Media Ltd DBF Digital  Gemeinschaftswerk Solutions verdino.co yesler.com axonn.co.uk dbfdigital.co.nz der Evangelischen timeinc.com/businesses/ Long Island, NY Seattle, WA London, United Kingdom Auckland, New Zealand Publizistik (GEP) time-inc-content-solutions Key Clients: Campbell Key Clients: Zillow, Key Clients: Chartered Key Clients: Samsung, gep.de New York, NY Soup Company, SunGard Microsoft Management Institute, MobileIron Frankfurt, Germany ALARIC Key Clients: JS-Magazin, TopRank Marketing Vertical Measures Zehnder Communications Distilled The Protestant Military toprankmarketing.com verticalmeasures.com z-comm.com  BauerWorks distilled.net Bishop of Germany Spring Park, MN Phoenix, AZ New Orleans, LA bauer-media.com.au/ London, United Kingdom Key Clients: LinkedIn, Key Clients: CVS Key Clients: Fireball divisions/custom-media Key Clients:  Hatchd Digital McKesson Pharmacies, Thunderbird Whiskey, DuPage Medical Sydney, Australia Bloomingdale’s, hatchd.com.au School of Global Group Key Clients: CPA American Museum of Western Australia, Australia Torque Management Australia, Myer Natural History Key Clients: torque.digital  Zoomph Murdoch University,  Chicago, IL ViMax Media, custom zoomph.com BlueGlass E2M Solutions The Metropolitan Key Clients: Jameson, food marketing Reston, VA blueglass.co.uk e2msolutions.com Redevelopment Sotheby’s, Jarden Pine vimaxmedia.com Key Clients: Living London, United Kingdom Gujarat, India Authority (MRA) Mountain Southfield, MI Social, Mary Kay Key Clients: Expedia, Key Clients: Key Clients: Schnucks, Financial Times PrestaShop.com, Havas Media Touchpoint Media Kroger Nutcache.com havasmedia.com touchpointmedia.com INTERNATIONAL  C3 Creative Code and Puteaux Cedex, France Minneapolis, MN Waggener Edstrom Content GmbH Edge Key Clients: SONY, IKEA Key Clients: waggeneredstrom.com edgecustom.com.au  256 Media c3.co UnitedHealthcare, Global Manly, Australia Head Office 256media.ie Berlin, Germany Cambria Key Clients: Volvo, Key Clients: AAMI headoffice.be/en Dublin, Ireland Key Clients: Allianz, MediaTek Suncorp Herent, Belgium Key Clients: Symantec, Siemens Traction Key Clients: AGC, Harley-  EBS tractionco.com Weber Shandwick Castleford​ Content Editor Group Davidson San Francisco, CA webershandwick.com editorgroup.com A-lehdet Dialogi, a Marketing​ Key Clients: Apple, New York, NY New South Wales, Australia High Profile Enterprises subsidiary of A-lehdet Oy castleford.com.au Charles Schwab Key Clients: Unilever, Key Clients: highprofileenterprises.com dialogi.fi Sydney, Australia Novartis Commonwealth Bank, Bay of Plenty, New Zealand Helsinki, Finland TREW Marketing Cirrus Media Deloitte Key Clients: TrinityP3 trewmarketing.com WhyteSpyder, Inc. cirrusmedia.com.au Marketing Management Austin, TX whytespyder.com Agency Fish Emotive agencyfish.com New South Wales, Australia Consultants, Anecdote Key Clients: Cyth Systems, Fayetteville, AR emotivecontent.com Western Australia, Australia Key Clients: Super Pty Ltd Crank Software Inc. Key Clients: SC Johnson, Clovelly, Australia Key Clients: Qatar Review, medical observer Boston Mountain Eyecare Key Clients: Subway, Hop Online Airways, Garuda Tribune Content Agency Consider Digital Canadian Club hop-online.com Indonesia tribunecontentagency.com Wieden + Kennedy considerdigital.com Sofia, Bulgaria Chicago, IL wk.com Engage Content Malaysia, Kuala Lumpur Key Clients: JW Surety Key Clients: American Portland, OR Agency Marou engagemedia.com.au agencymarou.com.au Key Clients: Smart Bonds, AIMS Medical Hospital Assoc., Allstate Key Clients: Nike, Pyrmont, Australia Victoria, Australia. Axiata, Abbott Nutrition Education Insurance TurboTax, KFC, Coca-Cola Key Clients: Bank of Key Clients: Melbourne Malaysia Queensland, DHL If You Build It  Market, Raw Wildlife True North Custom Windowseat  Content Connections ifyoubuildit.com.au Encounters truenorthcustom.com windowseat.com contentconnections.be Eva Istanbul Enmore, Australia Chattanooga, TN Los Angeles, CA evaistanbul.com.tr  Brussels, Belgium Key Clients: Penn College, Key Clients: CHRISTUS Key Clients: Quiznos, All Roads İstanbul, Turkey allroads.me Key Clients: Mediazine, King Street Gallery Health, KishHealth Mattel Key Clients: Turkcell, Toronto, Canada Dag van de Klant Magazine System Bisse Igloo Media  Key Clients: ImpactADHD WITH/Sims contentgroup igloomedia.com.au Twist Creative withsims.com  contentgroup.com.au Fairfax Media Crows Nest, Australia twist-creative.com Atlanta, GA AnalogFolk fairfaxmedia.com.au analogfolk.com Canberra City, Australia Key Clients: Breville, Cleveland, OH Key Clients: AT&T, Pyrmont, Australia London, United Kingdom Key Clients: ACT Horticulture Innovation Key Clients: ShurTech, Neenah Paper Government, Australian Key Clients: Australian Australia Select Restaurants, Inc. Key Clients: Chivas Publishing Media, Regal, AkzoNobel Federal Government WP BrandConnect Domain Group Impact Digital  Upward Brand washingtonpost.com/sf/ Ariad Communications Coquí Content Marketing Marketing Ltd Interactions brand-connect coquicontentmarketing.com Filtered Media impactdigital.marketing goupward.com Washington, D.C. ariad.ca filteredmedia.com.au Toronto, Canada Utuado, Puerto Rico London, United Kingdom Springfield, OH Key Clients: Airbnb, Chatswood, Australia Key Clients: Ariad, Knorr Key Clients: Child & Key Clients: Capital Key Clients: Juzo USA, Astrazeneca Family Support Services, Key Clients: The Coca Support Group, Dayton Metro Library Backyard Fruit Cola Company, Vitamix Nationwide car Buyer WSJ. Custom Studios Aude aude.pl VaynerMedia wsjcustomcontent Cypres Fleabark Impression Digital vaynermedia.com studios.com Warsaw, Poland fleabark.com Key Clients: PepsiCo, ING cypres.com/en impression.co.uk New York, NY New York, NY Leuven, Belgium Vancouver, Canada Nottingham, United Key Clients: Unilever, Key Clients: Netflix, GE August Media Key Clients: Brussels Key Clients: BC Parks, Kingdom Mondelez International Capitol augustmedia.com Airport, bpost Travel Bug Key Clients: Akita, London, United Kingdom Harvey Water Softeners  Foiegras Interactive RENAULT, DAC Group Key Clients: Media GAP dacgroup.com Invicta Media Toronto, Canada foiegrasmedia.tumblr.com invictamedia.hu Key Clients: Lauzon, Istanbul, Turkey Budapest, Hungary  Content Marketing Awards 2015 Winner Sylvan Learning Key Clients: Migros A.S.  Content Marketing Awards 2015 Finalist

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Journal International Midas Media  Plot Content Agency  Spafax  Totem journal-international.com midasmedia.co.uk plotcontent.com spafax.com totem.tc Munich, Germany London, United Kingdom Lisboa, Portugal Montreal, Canada Ontario, Canada Key Clients: American Key Clients: VAUXHALL, Key Clients: Montepio, Key Clients: Air Canada, Key Clients: KPMG, Express, BMW FOSSE Caixa Geral de Depósitos Mercedes Benz GLENMORRANGIE

Keplar  Mode Digital Ltd. PopArt Studio  SPH Magazines  Tuber, A Potato keplaragency.com modedigital.com popwebdesign.net sphmagazines.com.sg Productions Amsterdam, Netherlands London, United Kingdom Novi Sad, Serbia Media Centre, Singapore tuber.sg Key Clients: MPLIFY, Key Clients: Dormeo UK, Key Clients: Schneider Key Clients: Singapore Singapore Randstad, ALDA Events Mode Digital Electric, Nike Airlines, Johnnie Walke Key Clients: Singapore Public Service Division,  King Content Montage Primafila AG Content  Spoon The Teachers’ Digest for kingcontent.com.au Communications Marketing & Corporate spoon.se Ministry of Education Global montagecomms.com Publishing Stockholm, Sweden (Singapore) Key Clients: Universum, Suffolk, United Kingdom primafila-cp.ch/en/home Key Clients: Volvo Trucks, Salesforce Key Clients: Westminster Zürich, Switzerland Cisco  Velocity Partners Ltd. Cheddar, Orla Kiely Key Clients: Siemens AG, velocitypartners.co.uk Kingspoint Credit Suisse Storyation Richmond, United  kingspoint.no muehlhausmoers storyation.com Kingdom Tallinn, Estonia corporate Progressive Customer Bondi Junction, Australia Key Clients: Sprint Key Clients: SuperOffice, communications Publishing Key Clients: Tourism Business, Xerox Enonic muehlhausmoers.com progressivecp.com Australia, Australia Post Berlin, Germany London, United Kingdom Vertical Leap  Knobly Media Key Clients: ABB, Key Clients: ICAEW, Strategic Contents vertical-leap.uk/services/ knoblymedia.com Germany Trade and Invest Nuffield Health Labs, a division content-marketing Bangalore, India of St. Joseph London, United Kingdom Key Clients: PROUD Narrative Propaganda Communications Group Key Clients: Hyundai, DONOR, ARPITHA, narrativemedia.co.za propaganda.be stjoseph.com Premier Marinas ParaBlu Cape Town, South Africa Zaventem, Belgium Concord, Canada Key Clients: Chrysler Key Clients: HOYA, Key Clients: Birks, GE VISIBILITII.com Lobi Group, Firstrand Bank Microsoft visibilitii.com lobi.fr Limited Switched on Media Vancouver, Canada Paris La Défense, France Publicis Groupe switchedonmedia.com.au Key Clients: Univeristy of  Key Clients: Kompass, New Content publicis.com St. Leonards, Australia Calgary, VanCityBuzz.com Forbo newcontent.com Paris, France Key Clients: Spotify, São Paulo, Brazil Key Clients: Renault, Canon Webcopyplus  Lush Digital Media Key Clients: Latam Westjet webcopyplus.com lushdigital.com Airlines, Unilever tbk Creative British Columbia, Canada Perth, Western Australia Publicitas tbkcreative.com Key Clients: uniserve, Key Clients: Rio Tinto, New Media Publishing publicitas.com Ontario, Canada Wardell Finbar Property Group newmediapub.co.za Zürich, Switzerland Key Clients: Danby, Green Point, South Africa Key Clients: Lockheed jiffylube WiTH Collective Luxus Key Clients: Woolworths, Martin, Chopard withcollective.com ajansluxus.com Multichoice The Dubs Surry Hills, Australia Istanbul, Turkey Quarry thedubs.com Key Clients: QANTAS, Key Clients: Turkish NewsLifeMedia, quarry.com Sydney, Australia CISCO Airlines, Bayer Content & Studios St. Jacobs, Canada Key Clients: Steadfast, newscorpaustralia.com Key Clients: Broadridge Aberden Zazzle Media  Mahlab Media Sydney, Australia Financial, John Deere zazzlemedia.co.uk mahlabmedia.com.au Key Clients: Sony  The Globe and Mail, London, United Kingdom Balmain, Australia Pictures, Cathay Pacific RedPoint Media Group Inc. Custom Content Group Key Clients: Mulberry, Key Clients: redpointmedia.ca globelink.ca/customcontent eBay, Financial Times,  Commonwealth Bank, Notch Video Calgary, Canada Toronto, Canada Karen Millen Engineers Australia notchvideo.com Key Clients: Calgary Key Clients: KPMG, Toronto, Canada Foundation, Broadway GLENMORRANGIE, GE  Zimmermann  MATTER AB Key Clients: Sport Check, Across Canada Editorial GmbH matter.se Samsung The Yellow Ink zimmermanneditorial.de Goteborg, Sweden Redwood theyellowink.com/en Köln Germany Key Clients: Volvo Cars One Productions redwoodlondon.com Barcelona, Spain Key Clients: AXA, Fidelity Sweden, Nudie Jeans oneproductions.com London, United Kingdom Key Clients: Estiluz Worldwide Investment Dublin, Ireland Key Clients: Mazda, McCann Australia Key Clients: Extend Barclays Tomorrow People mccann.com.au Architects, Dundalk IT tomorrow-people.com Sydney, Australia Rubrik Birmingham, United Key Clients: Loreal Paris, Origin Design & rubrik.se Kingdom Microsoft Marketing Limited Göteborg, Sweden Key Clients: Oracle, ETQ origindesign.uk.com Key Clients: Norconsult,  MediaCorp Pte Ltd Bucks, United Kingdom HONDA  Top Lead mediacorp.sg/en Key Clients: Ciena, toplead.com.ua Singapore Expedia Sandstorm Digital FZE Kiev, Ukraine Key Clients: The AlumNUS, sandstormdigital.com Key Clients: Baker Tilly Contact South East  OTW Communication Dubai, United Arab Ukraine, Daedalus otw.se Emirates  Mediaplanet Stockholm, Sweden Key Clients: National mediaplanet.com/en Key Clients: IKEA, Bank of Abu Dhabi, Stockholm, Sweden POLARPRISET Souqalmal.com The call for entries is now open for the 2016 Content Marketing Key Clients: Medication Awards. Submit your project now! http://cmi.media/2016categories Addiction, Reise-Urlab- Abenteuer

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 35

IDEA GARAGE MARKETOONIST WHAT’S ONLINE EXPERT INSIGHT You didn’t ask for it, but we’re UNSOLICITED dishing it out anyway. ADVICE C-SUITE More unsolicited In his column, Andrew Davis dishes out content advice from Andrew marketing advice to unsuspecting targets. In this Davis: http://cmi. media/davis issue, Davis addresses the agency world at large, taking them to task for a serious shortcoming.

Dear Agency Executive,

I just Googled “content marketing agency” and found a list of the “most amazing” content marketing agencies in the world. It’s an impressive list … and maybe you’re on it. There is only one problem. Every single agency named has a sexy client portfolio and a bucket full of industry awards to prove it, but none of them—exactly zero—apply content marketing to their own business. Shame on you. I know you do great work. I can see it right there on your website. I’m impressed with the content you’ve created for your clients. I’m fascinated by the results you’ve delivered for those you serve. You’re dazzling me. But if you truly believe in the power of content marketing, where is YOUR content? I get it. You’re busy doing paid client work … but consider this: What if you could reduce the amount of time and money it took to secure the next client by creating valuable content today? You’ve hired smart people. (I can tell. I read your About Us page.) Why not require every single one of your staff members to create one piece of content for the agency every month? Even an organization with a staff of 15 people would have a content platform brimming with surprising insights. Take the advice you give to your clients: commit to creating valuable, consistently delivered, high-quality, unique content to build a relationship with you serve and those you want to attract. Here’s the deal: Start at the top. If you post every week one piece of good content designed to help your next client better market its products and services on its own, I’ll share every post with my audience.

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 Town INC. Grow Your Business. Save Your Town. Leave Your Legacy. Follow him @DrewDavisHere.

CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 37 IDEA GARAGE MARKETOONIST WHAT’S ONLINE EDITORIAL SOCIAL WEB TECH TOOLS

Read more from Jonathan Crossfield: http://cmi.media/ Why Every Event Should crossfield Be a Social Occasion Attending an event without participating in the hashtag is like listening to one side of a phone conversation; you’re only getting part of the story. Yet not all events make the most of social media … and the hashtag is only the start.

Jonathan Crossfield

’m a sucker for a good conference, particularly social media channels throughout the event. Iwhen there’s a vibrant hashtag to keep me If a hashtag really does take off, it might live beyond entertained. The ability to discuss the presentations the event itself, continuing to build momentum. with other delegates as they happen is extremely It may even go on to promote and support future powerful. On one level, there is a child-like thrill events and brand activities, snowballing one year to swapping comments during a live event, akin to into the next. One of the best examples is CMI’s own passing notes back and forth in class. (Yes, this can #CMWorld hashtag, initially created for the first sometimes include heckling the speaker on stage.) Content Marketing World conference. The hashtag is On another, the discussion can enhance and support never #CMWorld2016 or something similar because the content being delivered, particularly if the that invites redundancy. By keeping the hashtag audience crowdsources extra information, such as: generic, it stays relevant for all CMI events, no matter finding links, adding fresh viewpoints, confirming where or when they may be. statistics or sharing full case studies only mentioned Since it launched five years ago, #CMWorld has in passing on stage. evolved into a vibrant discussion channel 24 x 7 x 365 Last year, I was invited to deliver a keynote on even for those who’ve never attended a CMI event. social media at an annual conference for conference Unfortunately, some event organizers squander organizers (yes, very meta). In the afternoon, I also this social media momentum. Leading up to co-hosted a breakout session on social media for the event there might be plenty of content and events with the awesome Adam Franklin. What discussion, maybe even a LinkedIn or Facebook surprised me was how few delegates were active group; but once the chairs are stacked and the bar on social media. For many, social media just sort tab is paid, the social media activities are packed of happened at their events, neither endorsed away as well. Nine months later, when it’s time to nor embraced. Slapping a hashtag on the promo ramp up promotion for the next event, they’re back materials might be as far as their thinking went. trying to jumpstart a cold audience. If you’re going Yet, with a little planning and preparation, social to use social media to promote and grow your event media can make a huge difference. each year, you need to be active all year round. You can’t expect an audience to stay interested if you only Social media for organizers show interest in them when there are tickets to sell. These days if an event doesn’t have a hashtag Event apps are becoming more common too, (or the hashtag isn’t promoted well enough), the allowing delegates to access the agenda, view audience will usually create at least one or two profiles and, of course, share updates to other app before morning tea. Unfortunately, having a number users in a single place. It’s usually a simple process of improvised hashtags may mean none of them for updates shared within the app to be pushed out achieves the necessary momentum to take off. to social channels with a tick box or two. However, The hashtag is also a great way for organizers to I’ve yet to see an event app that can pull in updates answer queries, make announcements, promote the shared directly to social media so delegates can upcoming agenda, gather feedback, monitor reactions catch the full conversation in one place. Invariably and, of course, join in the fun. That’s why it’s best to some will share to social media and others will share have a dedicated staff member or trusted volunteer to the app (with only a few bothering to share to to constantly monitor and interact with the various both), leading to fragmentation. Continued on 40

38 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER 39 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER IDEA GARAGE MARKETOONIST WHAT’S ONLINE EDITORIAL SOCIAL WEB TECH TOOLS

Event apps have their place, particularly when dealing with Drew for the lowdown. confidential information or more sensitive topics that don’t “The TweetSheets are unbelievably effective at belong in the public sphere. If social media is inappropriate increasing the level of interaction and sharing for or off limits, a dedicated app can provide the same interactive my sessions,” he told me. “Making the content easy experience for delegates to network and share comments to share certainly helps the audience share more within the group. than they normally might. I’ve noticed that with a Just don’t expect an event app to keep the conversation going socially engaged audience the TweetSheet increases beyond the event. the volume of tweets from one of my sessions 50- fold (or more).” Social media for speakers However, putting a TweetSheet together does If you’re speaking at an event, there are a few things you can do take time and preparation. There’s building the to boost social media activity during your presentation. page, crafting the quotable messages and scheduling It’s easy to miss the next slide or two while struggling to two or three tweets to go out at appropriate times summarize a long and rambling point down to 140 characters to promote the link (Drew uses Hootsuite while I including hashtag and attribution. Make it easy for the social swear by CoSchedule). media commentators in the audience by punctuating your Drew is keen for others to experiment with presentation with regular, quotable sound bites and build your TweetSheets. “The more standard a TweetSheet slides around them. becomes, the more effective mine would be,” he says. When I build a presentation, each slide is a single image But he also has a warning: “It’s not worth it if the accompanied by a pithy caption of 10 or so words. I craft the audience you’re presenting to isn’t already engaged caption to be tweeted and the image to be snapped. These online. There’s nothing more depressing than photos often drive more engagement on the hashtag by spending a couple hours creating the #TweetSheet standing out in people’s feeds, stretching the reach of my talk only to realize literally no one from an entire into other networks like Instagram. When I’m back in my hotel 200-person event is tweeting.” room reviewing the hashtag, I’m always keen to see which slides attracted the most attention. Plan your slides to look great even Get Involved if snapped on a camera phone from the back of the auditorium. I experienced Drew’s warning first hand. While my Andrew Davis goes even further. I first experienced Drew’s keynote audience of conference organizers were mad energy at Content Marketing World in Sydney last year. certainly interested to hear about TweetSheets, only As he began to speak, an automated tweet went out from his a handful even visited the page. account using the hashtag. “Just took the stage at #CMWorld That realization led to one of my biggest soapbox- in Sydney. I know I move fast so here’s a #TweetSheet for you moments in the afternoon breakout session. Social http://bit.ly/inspiredcontent”. media is no longer a trivial extra. It is increasingly The link took me to a simple landing an inextricable part of any event, whether you page that summarized the key points of planned it or not. But if you want to guide those the talk as a series of tweet-sized nuggets, conversations, nurture more effective networking TweetSheet: A Twitter each accompanied by a handy click- and amplify that content, you’ve got to get involved. Cheat Sheet for Live Events to-tweet button. As I followed along, If you’re still not keen to participate in social A TweetSheet is a collection of sound whenever Drew said something I thought media at your own event, that’s up to you. Maybe bites from your live presentation, worth sharing, the tweet was already you’re not interested in what people really think delivered at the start of your talk and there, ready for me to hit the button. about your event and your speakers. Maybe it’s formatted with handy click-to-tweet When I was invited to speak about easier to just hope there are no hecklers sharing buttons. This shortcut makes it easier social media for events, it seemed a their jibes with a much larger audience. for your audience to chat about your perfect opportunity to demonstrate Or, maybe you could work with your audience to presentation on Twitter. For an example Drew’s TweetSheet idea to an audience create a truly memorable interactive social event. of how it works, check out Andrew keen to learn new tricks. I contacted Just a thought. Davis’s TweetSheet from his keynote presentation at Content Marketing World. http://cmi.media/tweetsheet DEPARTMENT EDITOR

Jonathan Crossfield is an award- winning writer, blogger and journalist. Find him @Kimota.

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—DIGIDAY SIGNAL AWARDS

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20151007 Contently CCO Dec Ad.indd 1 10/12/15 3:12 PM IDEA GARAGE MARKETOONIST WHAT’S ONLINE VERTICAL VIEW Social Influencers Share the Tools TECH TOOLS That Help Them Keep Their Edge. TACTICIAN VERTICAL VIEW TECH TOOLS To submit your TECH TOOLS ideas, contact techtools@ contentinstitute.com. What is your favorite video tool?

GOANIMATE (goanimate.com) I use both live video and GoAnimate to streamline our production process. I have quick turnaround times for our YouTube series, and GoAnimate saves me so much time in production. Being able to create custom characters, unique locations, and seamless voice-over lip-syncing is invaluable. Plus, it allows us to include camera-shy co-workers in our videos. When I tell them all I need is a voice-over for animation, their eyes light up!

BRANDON WOOD, SNAGAJOB, @BRANDONMWOOD27

BRIGHTCOVE (brightcove.com) As a leading global analytics software firm, we publish a thousand plus videos every year for our customers, prospects and stakeholders around the world. Brightcove manages the logistics for delivering an optimal viewing experience on any device based on the viewer’s ANIMOTO (animoto.com) connectivity. This saves us time and helps with our team’s We use Animoto to incorporate productivity. It gives us more time to focus our attention on stock photography and community images into short content, messaging and the communications side of our business. videos that share community event highlights and are used in coordination with our content marketing strategy. BILL MARRIOTT, SAS, @BILLMARRIOTT KATE SAMMLER, VANTAGE POINT RETIREMENT LIVING

BLAB (blab.im) Blab is an incredible way to have a conversation iMOVIE (apple.com/mac/imovie/) with your community. It SO easy to use, allows iMovie has all the features I need without piling you to start, pause, and end record when you want. After you’re on a bunch of bells and whistles I’ll probably never done with the interview, blab sends you video AND audio files use. Every week I publish a video tip on YouTube, and iMovie of the recorded show. lets me create a nice-looking clip without requiring a major time investment. VICKY LYASHENKO, MOMPRENEUR COMMUNITY, @VICKYLYASHENKO RACHEL PARKER, RESONANCE CONTENT MARKETING, @RESONANCECONT FRAME.IO (frame.io) Frame.io is an indispensable tool for video collaboration. It allows you to watch and annotate DEPARTMENT EDITOR videos in real time for fast and precise feedback. It also stores a version history. Ann Gynn trains others to create successful content marketing or works to get the job done on behalf of JENKO KENT, STAGE 6 MEDIA, @STAGE6MEDIA her clients. Follow her @anngynn.

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Duck brand’s digital marketing team values interaction with customers above all else—finding the best stories inside everyday conversations with fans.

Natalya Minkovsky

ave you ever loved a tape’s print design? I mean, really solution brands. His team creates Hloved a tape’s print design? Loved it so much that when social media content for Duck Tape and that print was discontinued, you took to social media to express monitors social media conversations your disappointment? about the product. David Rodgers knows what it’s like when people get attached Rodgers asks that everyone on his to their favorite tape designs. He is the senior digital marketing team signs into the company’s social- manager at ShurTech Brands, where he’s responsible for the listening platform every morning. “It’s Duck Tape brand along with FrogTape painter’s tape, Painter’s easy to become insular about your Mate Green and the rest of the company’s DIY and home- brand,” he says. “You need to know what the perceptions of your brand are beyond your own message.” The team not only gets ideas and inspiration from Duck Tape users, but also aims for heartfelt two-way conversations out of respect for Stuck at Prom, In Style its passionate customers. The Stuck at Prom Celebrating its 15th year, the Duck brand Stuck That person who used Instagram lifetime stats are at Prom scholarship contest rewards teens who impressive: to share disappointment about the create unique prom-wear using Duck Tape. discontinued tape design? Instead of Judges select 10 couples; the public then votes 7,733 a short “sorry-about-that” message, for first, second and third place. Over the course ENTRIES the Duck Tape team took the time to of the contest, Duck brand has given away more write a meaningful response and engage than $350,000 to students and schools. 515,229 with that customer. “People deserve The idea for the contest came when the VOTES a long, genuine response when they company saw that teens already were using take the time to contact you,” Rodgers duct tape to get creative with their prom outfits. says. He uses the analogy of a romantic “This is new and interesting,” the Duck Tape 92,796 relationship, and the disappointment team thought. “Let’s see if we can get some PR ROLLS OF TAPE of getting a short reply to a heartfelt, buzz, some national media attention.” That personal message. first year, Duck Tape received several hundred Rather than rushing out content entries—many more than expected. The 386,650 several times a day, Rodgers says, he HOURS CRAFTING voting period brought unprecedented website would rather have the brand’s Instagram PROM OUTFITS traffic. The Duck Tape team relied on its email manager generate one or two pieces database and word of mouth to promote the of content and use the rest of the time contest until the idea took off on social media. to respond to user comments and engage with user-generated content.

Continued on 46

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45 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER IDEA GARAGE MARKETOONIST WHAT’S ONLINE TECH TOOLS TACTICIAN EXPERT INSIGHT VERTICAL VIEW TECH TOOLS “There’s already a lot of brand content out there,” Rodgers says. “Building relationships, rather than just posting content, becomes more important. And that personal touch can help a smaller brand stand out from the competition.” The audience for Duck Tape is broad. It includes teenage girls, crafty moms and DIYers. Influencers, from Radio Disney personalities to the top crafters on YouTube, helps the Duck brand focus on its distinct audiences. “We’re not necessarily Getting Festive with Duck Tape looking for partners for simple product placement,” Rodgers For some folks, the Avon Heritage Duck Tape Festival is kind of a says. “We want to cultivate relationships.” big deal. The three-day event has more than 16,000 followers on A single digital marketing team works across all the Pinterest and over 50,000 attendees from across the country each ShurTech brands, though the company supplements their work year who come to Duck Tape’s hometown in Ohio. with partners and freelancers as needed. “We look for low- The entertainment includes music, magic, a parade and a Duck resource, low-cost, low-risk opportunities that have a chance of Tape fashion show. “It’s in-person event marketing, and we do it well,” great returns,” Rodgers says. Instead of short bursts of activity says Rodgers. “We like going places and meeting people first-hand.” that take a big chunk out of the budget, it’s important for At the most recent festival, the team used Periscope to broadcast Duck Tape to consistently produce quality content. One such the parade as it unfolded. As many as 800 people from around the program was a partnership with Tongal for crowdsourced video world watched the feed. The festival also is an opportunity for the content (see sidebar for more information about Tongal). Duck marketing team to get to know—and showcase—some of the brand’s Tape posted a brief to the platform about the kind of videos biggest fans. the company wanted, members supplied ideas, then Duck The festival sets a good tone for the brand, Rodgers says. “It’s quirky Tape selected the best ideas to become videos; it’s using the and fun.” The event also helps Duck Tape create a wealth of social resulting branded videos to help grow its YouTube community. media content. When the team recently created a social media image “Lighting struck,” Rodgers says. One of the videos went viral archive, “It came to light how much content we have,” Rodgers says. with 3.5 million views across YouTube, Vimeo and other video platforms. ShurTech measures its content marketing success using a scorecard that takes into account three dimensions: impressions, engagements and conversions. The team looks for a balance between the three. Thinking about what’s next for Duck Tape, Rodgers would like to do more branded storytelling. The product is about stories. As he says, “Everyone has used Duck Tape to fix something, sometimes in an unexpected way. They’re proud of their ingenuity.”

Natalya Minkovsky is a content strategist who lives and works in Washington, D.C. Follow her @hejhejnatalya.

How Does Tongal Work? Duck brand sourced a series of videos from the creative crowdsourcing platform, Tongal, a company that plays matchmaker between filmmakers and brands. How does it work? • Brands post a new project idea (i.e., creative brief) to Tongal, including the price they’ll pay for winning ideas and winning videos. • Individuals and studios submit ideas and can get questions answered on a dedicated forum site for each project. • Winning ideas are selected (and compensated). Filmmakers then select one of those ideas and submit their vision of how to carry it out—from storyboards and location pictures to talent and scripts. • The brand selects a handful of filmmakers to turn their concepts into a film. Now it’s time to get started with production.

Duck brand’s biggest hit using Tongal was Duck Tron, • Filmmakers submit videos, and the brand selects the winning video as well as finalists. which earned 3.5 million views. Both the overall winner and finalists are paid for their efforts.

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rom Missoni to Jason Wu to Lilly Pulitzer, FTarget has become famous for its coveted designer collaborations; but one of the retailer’s latest partnerships isn’t with a high-end fashion designer. Instead, Target teamed up with SoulCycle, a fitness studio known for its intense and inspirational indoor-cycling classes. The collaboration entailed a three-day pop-up experience in 10 cities across the United States, with complimentary SoulCycle classes for those who snagged a spot by signing up online. The fitness experience was supplemented with pop-up shops in the 10 participating Target stores, as well as a capsule collection of SoulCycle clothing available to all Target shoppers.

Acast: Making Good Stories Great While more and more brands explore podcasts as a content marketing tactic, podcasting remains a niche that’s hard to grow. That’s where Acast comes in: the podcast platform uses more robust metrics and new revenue models to help podcast creators build their audience and monetize it. A free-to-use curated platform that connects podcast creators, listeners and advertisers, Acast lets creators supplement each podcast with engaging content. Podcasts can include extra videos, images, audio clips and external links that enrich the experience. According to Acast, the platform “makes good stories great.” For advertisers, the benefits are improved targeting based on location and other data, and advanced metrics including drop-off rates, click- through rates, demographic data and more.

48 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER L’Oreal Knows Women Have Things #Worthsaying “Who are you wearing?” is a frequently asked question of actors at red-carpet events. But some actors are speaking out against the superficial questions aimed at women as opposed to the more substantive questions interviewers typically ask men. Joining the movement, L’Oreal Paris launched the #WorthSaying hashtag campaign at this year’s Golden Globes red carpet. The campaign asked women to share on social media about their careers, passions and anything else they thought was worthwhile. The idea, according to L’Oreal, was to seize control of the discussion surrounding the event and deliberately point it in a meaningful direction. #WorthSaying may be a simple idea, but the campaign elegantly supported L’Oreal’s brand message, with its legendary AN ‘INTERNET slogan: “Because You’re Worth It.” FAMOUS’… PUDDLE? If the name Drummond Central #BEATLESONSPOTIFY sounds familiar to you, the small marketing agency may have a large When Spotify, along with puddle to thank for its sudden eight other streaming services, boost in global visibility. After the U.K. agency set up a live feed released the Beatles’ full catalog of the puddle outside its office, for the first time last December, tens of thousands of people on Periscope watched pedestrians it was an occasion to celebrate try to get around the puddle, the Fab Four’s musical legacy. which took up the width of the Spotify’s Twitter campaign invited pavement. A trending hashtag, #Drummondpuddlewatch, emerged listeners to tweet the hashtag on Twitter. And of course, brands #BeatlesOnSpotify to unlock an including Domino’s Pizza, Star Wars emoji of the band’s iconic Abbey and MTV joined the conversation. Thanks Drummond Central for a Road cover art with Spotify’s bright random little idea that thoroughly green color as the backdrop. Users entertained us that one dreary could tweet the Beatles emoji, January day—serving as a reminder that ordinary, everyday life can along with nine standard emojis, to inspire awesome, addictive content. unlock personalized playlists. The heart emoji, for example, unlocked DEPARTMENT EDITOR the “All You Need Is Love” playlist; the blue car emoji unlocked the Natalya Minkovsky is a content strategist who lives “Long and Winding Road” playlist. and works in Washington, D.C. Follow her @hejhejnatalya.

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