22 Execs Who Get Content Marketing
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EXECS EXECS WHO GET CONTENT MARKETING WHO GET CONTENT MARKETING 22 22 CREATED BY [email protected] WWW.FRAC.TL
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Transcript of 22 Execs Who Get Content Marketing
David NewberryCMO AT PITNEY BOWES SOFTWARE
http://www.cmo.com.au/article/526794/cmo_interview_building_customer_connections_using_art_science/
EMOTIONAL SIDE.
Sometimes when people talkabout the science of marketing,
they forget that there is this whole
That is the true essence of a brand – how it conveys emotional value and
creates emotional connections with an individual.
“
”
Christa CaroneCMO AT XEROX CORPORATION
http://www.forbes.com/sites/christacarone/2013/07/25/content-‐marketing-‐a-‐playbook/
“ Branded content showcasesthought leadership.
our brands in an increasingly commoditized world?
By demonstrating our expertise and engaging
our audience in a way that is accessible and
brand-authentic. ”
Daryl TravisCEO AT BRANDTRUST
“ The critical question to ask about your content is, How does it make them feel?
When it makes your customers feel smarter, more capable, more valued,
or just better about themselves, your content will be valued. And
so will your brand. ”
Ron FarisCMO AT VIRGIN MOBILE
http://adage.com/article/cmo-‐interviews/questions-‐virgin-‐mobile-‐cmo-‐ron-‐faris/235416/
I'm a big believer that every brand marketer has the
capacity to publish branded content.
The trick is to create or curate in a manner that's authentic to the brand's voice. A brand with no content is a brand with nothing to say.
“
”
Dietrich MateschitzCEO AT RED BULL
http://www.fastcocreate.com/1679907/red-‐bull-‐ceo-‐dietrich-‐mateschitz-‐on-‐brand-‐as-‐media-‐company
What one also has to take into account
is that we create EDITORIAL MEDIA
VALUE FOR OUR BRAND,
investments. In the long term, we expect
that Red Bull Media House to be
”
primary goal is to produce and
distribute HIGH QUALITY AND
UNIQUE CONTENT for our
own channels as well as
for our partners.
“
Julie FleischerDIRECTOR OF MEDIA & CONSUMER ENGAGEMENTAT KRAFT FOODS GROUP
http://www.forbes.com/sites/marketshare/2012/03/07/kraft-‐foods-‐dishes-‐out-‐their-‐recipe-‐on-‐successful-‐content-‐marketing/
“The key in contentmarketing is inunderstanding what consumers really truly want/need
providing it to them in the method, time and place of their choice. ”
You can’t only be good at one or the
other – you haveto nail both.
Alison LewisCMO AT COCA-COLA COMPANY
http://www.cmo.com/articles/2013/8/2/cocacola_cmocom_inte.html
I think that as a marketing industry, we are
starting to see the recognition that in order
to tell a story about a brand, it truly
must be multimediain a way more than it has ever been before,
and marketers are starting to crack the code
on how to do this.
“
”
Anna HillVICE PRESIDENT AND CMO ATTHE WALT DISNEY COMPANY UK
http://www.marketingweek.co.uk/strategies-‐and-‐tactics/content-‐culture/4007734.article
“”
enabling us to say
more extensive about
our brand, and allowing
us to build a relationship
with our consumers.
allow us to connect with our audience
on a daily basisDigital media,
particularly blogs
and social media,
Susan HelstabEXECUTIVE VP OF MARKETING ATFOUR SEASONS HOTELS AND RESORTS
http://www.forbes.com/sites/jenniferrooney/2012/06/19/how-‐four-‐seasons-‐is-‐staying-‐ahead-‐of-‐the-‐game-‐in-‐luxury-‐hotels/
“ And the way that we could not only participate,
but the way that we could facilitate and also
We also recognize[d] ...that
it was really, in the future,
the consumer that was
authentic content and combining our content
with the content that was being generated by
lovely 360-degree view of THE BRAND THAT
DOESN’T FEEL COMMERCIAL. ”
Jeff JonesEXECUTIVE VICE PRESIDENT ANDCMO AT TARGET CORPORATION
http://www.youtube.com/watch?feature=player_embedded&v=83BjtsfWM7o
“ We’re really thinking deliberately about content instead of campaigns.
In the past, marketers would make campaigns, they would put them in the world, and they would wait to see what happened.
I think in today’s world, it happens hourly. It happens daily. And this is a brand
that has such rich, deep content that our guests want to hear from us on. So if
we can create content and share content and allow our guests to speak on our
it helps us amplify our message as well. d”
Fernando MachadoGLOBAL BRAND DEVELOPMENT VPDOVE SKIN AT UNILEVER
http://blog.newscred.com/article/59733f20f5ae5c91911c51567f66a8e0/fernando-‐machadounilevers-‐viral-‐marketing-‐success-‐dove-‐real-‐beauty-‐sketches
”
“Referring to the Dove “Real Beauty Sketches” campaign:
EVERYTHING, AS YOU PROBABLY KNOW,
STARTS WITH GREAT CREATIVE. And the
key here was that the creative was
based on a very powerful and universal
human truth that was completely linked
to the purpose of the brand.
Mark AddicksCMO AT GENERAL MILLS
http://www.google.com/think/interviews/search-‐zero-‐moment.html
“”
We always ask ourselves, what are the apertures where
our brand should appear in content form? Where will
she or he be searching for an idea or thinking about an
idea, and where should the brand be?
Seth FarbmanCMO AT GAP, INC.
http://www.youtube.com/watch?v=CBkzTNBxsyM
Everyone is a publisher.
Everyone is a journalist in a sense. So we need to
obviously change the way that we create advertising
from simply the top down. From simply, ‘This is what
we believe; you should believe it too,’ to instead
engaging in ways that people want — where they
have problems that need to be solved, where they
have information that needs to be understood.
And it’s just storytelling. That’s really all it is.
“
”
Andy FennellPRESIDENT AND CMO OF AFRICA AT DIAGEO
http://www.mandmglobal.com/global-‐accounts/25-‐03-‐13/diageo-‐cmo-‐andy-‐fennell-‐all-‐marketing-‐is-‐digi.aspx
long-form content that we own, that we can share through TV shows or YouTube, but can also spin out on traditional TV advertising or mobile devices.
“
”Big ideas these days need to be
flexible enough to work in all of those different formats.
Michael SenackeribCMO AT CAMPBELL SOUP COMPANY
http://eu.cmo.com/content/cmo-‐eu/home/articles/2013/5/20/Campbell_CMO.html
“ WE HAVE TO GO WHERE CONSUMERS ARE, AND WE HAVE TO ENGAGE THEM WHERE THEY WANT TO ENGAGE.
”
If the people who are interested in our food
and beverage products are on Facebook and
Twitter and engaging in social media sites,
and that’s where they’re looking for content
and information, we want to be there
and make sure we’re personally relevant.
Tony PaceCMO AT SUBWAY
http://www.youtube.com/watch?v=r7bSRq8ruIo
“
”We’d rather you pull back because we want brand to be there in an appropriate way.
There are sometimes when we’re doing content, and some of the folks who are working on it are telling us, ‘We want to make your brand more prominent here,’ and we actually have the crazy conversation saying,
‘no, I think that’s a
little bit too far.’
Richelle ParhamCMO AT EBAY
http://www.youtube.com/watch?v=TeBq5ndGAj0
“ Stories are the foundation of what we do
channels to actually tell the stories.
So what’s important to me is understanding the customer and
understanding where they are on their journey, and starting to
understand what is their path to purchase and how I might
present the things that they need to help them to get there...
”
Marty St. GeorgeSENIOR VICE PRESIDENT OF MARKETING ANDCOMMERCIAL AT JETBLUE AIRWAYS CORPORATION
http://www.google.com/think/articles/executive-‐insight-‐marty-‐st-‐george.html
if you think about what marketing has been like for
the last 30 years, it has been 90 percent a
one-way endeavor – brands would talk to
customers but you didn’t have that direct
connection. Look at a 30-second or
60-second TV commercial:
Sometimes it’s hard to get
ideas across.
But on our YouTube channel, we can put out a
two-minute video and have customers watch it to the very end.
If you have engaging content, you’re providing real value.
“
”
Geoff CottrillCMO AT CONVERSE
http://contently.com/strategist/2012/05/24/converse-‐is-‐an-‐all-‐star-‐on-‐facebook/
“ Engage with them and put them in charge
sometimes and let them take your brand
into places you may not have thought of
before. Act as a welcomed party guest.Be interesting, think creatively, think
globally. Believe in what you are saying,
and take a step back to listen and watch. ”
Remember that your consumers are part of the equation when
it comes to storytelling.
Michael BrennerVICE PRESIDENT OF MARKETING ANDCONTENT STRATEGY AT SAP
http://www.b2bmarketinginsider.com/content-‐marketing/9-‐questions-‐on-‐content-‐marketing?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+B2BMarketingInsider+%28B2B+Marketing+Insider%29
“
”
Once that is in place and working
like a machine, it’s time to build the
kind of platform that can scale and
sustain growth into the future. 2014
will see brand content marketing
teams that take on the look and feel
of real newsrooms including the
technical platforms to support that.
In order to increase ROI, brands
and build a team of people who
really understand how to think
and act like a publisher.
curationcreation,
syndication &
John WallisCMO AT HYATT HOTELS CORPORATION
http://www.youtube.com/watch?v=PPBkkjs8VAo
“
”
We’re not quite ready yet to have a media room, but I do see us within
the next six months having a media department that sits down in the
morning just like a newsroom and says what’s the news, what (sic) are
we breaking it, to which audience, through what channel. And,
like I said, we’ll get there.
Everything’s going that way.
[In
May
201
3:]
Marc SpeichertCMO AT L’OREAL USA
http://www.youtube.com/watch?v=nbWKHQrjbUg
“ Digital is a great opportunity for
beauty because the consumer is
raising its hand and asking us to
provide more education, more
advice on how to actually use a
lot of our products. In beauty,
consumer is really, really
”
The consumer is asking for more and
more content, and we need to deliver
creating content versus what we used
to do when we were creating a
30-second TV spot.
The challenge it poses is that we need to change
and adopt the way we actually create content.
