The Missing Link: Content Marketing from the Inside

Rob PasquinucciLuxottica

Overview

• A little bit about me…• Why? • Inside out• Outside in

The What and Why?

• Build brands• Engage employees• Build culture (and

help integrate new employees)

• Integrate communications

Storytelling starts from the inside.

• Examples– LensCrafters

Associate delivers glasses to mom.

– Helping a child with autism obtain a proper eye exam.

Storytelling starts from the inside.

• Examples– Starbucks’ Joy– Zappos– Nationwide

Storytelling starts from the inside.

• Where to find these stories?– Hint – they aren’t in your email!

Storytelling starts from the inside.

• 5 ways to find great stories – Feedback loop from content– Contest/request for photos– Weekly question– Find/celebrate milestones & history– Ask your experts about industry issues

Storytelling starts from the inside.

• And a few more– Interview series (a minute with…)– Odd jobs– A day in the life – Get Social– Rewards – Do someone else’s job

Storytelling starts from the inside.

• Don’t forget CSR efforts

Storytelling starts from the inside.

• Share these stories internally to engage employees and model the way!

• Mind the medium– Engage employees in a

way that lets them do their job.

Storytelling starts from the inside.

Listen

Examples

Examples

Examples

Examples

Examples

Share external efforts internally

LensCrafters

Share external efforts internally

Share external efforts internally

• LensCrafters crimes of fashion

• AccuFit

• Pearle Vision – remembering Dr. Pearle

Share external efforts internally

The nuts and bolts

• Your toolkit– Portal– Newsletter– Video

• Making the case– Importance of

employee engagement– Knowledge sharing

Wrap-up!

• Connect the dots with your internal communicators to – Share external content internally– Find your best internal stories and share them

externally!

• Questions? Comments?

Pasquinucr1 | rpasquin@luxotticaretail.com | LinkedIn: Rob Pasquinucci