8 new habits of successful content marketers
Post on 20-Sep-2014
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Social media, mobile technology, and video-streaming sites have impacted consumer behavior dramatically. This has created a challenge for marketers to reach customers with fragmented attention spans. The most successful marketers are willing to form new habits to keep pace with the many ways people consume information today. View the slides from the webinar to learn what framework you must implement to help rewire internal teams to achieve better results from your marketing programs. Learn how brand and retail leaders have changed old, worn-out marketing habits to become innovative content marketers. You may watch a video recording of the webinar here: http://www.skyword.com/8-new-habits-successful-content-marketers/TRANSCRIPT
@nateriggs | #NAPHIA
8 New Habits of Successful Content Marketers
@nateriggs | #NAPHIA
Presenters
#ContentHabits
Nate Riggs!President!NR Media Group, LLC!@NateRiggs!!!!!!!Jason Sawtelle!Director, Retail Partnerships!Skyword!@JasonASawtelle
@nateriggs | #NAPHIA
• The changing nature of media!!
• New consumption trends!!
• Examples of successful marketing programs!
!• 7 habits of content marketers!
!• Bonus: 8th habit!
!• Questions
#ContentHabits
Agenda
‘Content is king’
@nateriggs | @skyword #ContentHabits
Who was the first person to say it?Q
@nateriggs | @skyword #ContentHabits
@juntajoe
@nateriggs | @skyword #ContentHabits
Content is King was actually the title of an article published on the Microsoft blog in 1996...
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Why is prime-time television viewing declining?
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Image Credit: Luca Bruno / Associated Press 2005
St. Peter's Basilica: 2005St. Peter's Basilica, 2013
@nateriggs | @skyword #ContentHabits
Smartphones have shifted to dominance.
@nateriggs | @skyword #ContentHabits
Tablets are outpacing global computer sales.
41% of tablet owners and 38% of smartphone owners used their device while also watching
television.
Source: Nielsen - The Social Media Report 2012 @nateriggs | @skyword #ContentHabits
Active VS Passive !Consumption
The growing shift to ‘on demand’ content
This ‘Second Screen’ is changing our buying behaviors...
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | #NAPHIA
A NEW FRAMEWORK FOR RETAIL CONTENT MARKETERS How To Adopt the 8 SHARPER habits That Will Help You Win More Attention From Customers in 2014
Presented by:!Jason Sawtelle, Director of Retail Partnerships, Skyword!Nate Riggs, President, NR Media Group, LLC!
To become a successful retail content marketer, you and your team will need to build
SHARPER habits.
@nateriggs | @skyword #ContentHabits
Stephen R. Covey, Ph.D!1932 - 2012
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Charles Duhigg!Winner of the Pulitzer Prize!
The New York Times@nateriggs | @skyword #ContentHabits
= =@nateriggs | @skyword #ContentHabits
To become a successful retail content marketer, you and your team will be required to build
SHARPER habits.
@nateriggs | @skyword #ContentHabits
To become a successful retail content marketer, you and your team will be required to build
SHARPER habits.
1. Spreadable content design.!2. Harness social media intelligence.!3. Answer customer questions. !4. Real time infrastructure.!5. Participate actively.!6. Embrace brand advocates.!7. Recruit a proprietary audience.
@nateriggs | @skyword #ContentHabits
Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013 @nateriggs | @skyword #ContentHabits
Would sharing this video with your family or friends make you feel good?Q
@nateriggs | @skyword #ContentHabits
Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013
As of Feb 17th 2014, more than 17.7 million people have viewed ‘Embrace Life’
@nateriggs | @skyword #ContentHabits
STEPPS: Why Things Catch On
✓ Social Currency!✓ Triggers!✓ Emotions!✓ Public !✓ Practical Value!✓ Stories
@nateriggs | @skyword #ContentHabits
Habit #1!Spreadable content design.
@nateriggs | @skyword #ContentHabits
Alison Feldmann!Editor & Chief and Seller!
Etsy Blog
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
“Managing our boards is an ongoing collaboration between our editorial,
merchandising and international community managers. !
!We look at which pins are liked and re-
pinned to inform our content strategy. We know if it’s hot on Pinterest it will
probably resonate with our community.”
Alison Feldmann!Editor & Chief and Seller!
Etsy Blog
Habit #2!Harness social media intelligence.
@nateriggs | @skyword #ContentHabits
Case Study: Charmin - Sit or Squat @nateriggs | @skyword #ContentHabits
Case Study: Charmin - Sit or Squat @nateriggs | @skyword #ContentHabits
Habit #3!Answer customer questions.
@nateriggs | @skyword #ContentHabits
Source: YouTube - CBS Super Bowl Black Out 2013 @nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
“While we certainly didn’t expect the blackout, the team’s first instinct was to figure out how Oreo could be relevant in
the moment.”
- Sarah Hofstetter!President, 360i
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
The ‘Dunk in the Dark’ tweet received more than 16,000 RT’s, over 6000 favorites, and Oreo added
8000+ Twitter followers.
@nateriggs | @skyword #ContentHabits
- Sarah Hofstetter!President, 360i
“Having a full team of creative, social media experts and the brand made it
quick and seamless.”
@nateriggs | @skyword #ContentHabits
Habit #4!Real time infrastructure.
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Instagram Photo Credit: !@pinkleme, @hannahhhbrooks, @abijoy1991, @sauceruney, @paige_aldrich
Case Study: @jenisicream @nateriggs | @skyword #ContentHabits
Case Study: @jenisicream @nateriggs | @skyword #ContentHabits
Case Study: @jenisicream @nateriggs | @skyword #ContentHabits
Participate actively.Habit #6
Photo credit: OnlineJazz.net
Case Study: Oreo Superbowl Campaign -- Whisper Fight Spot @nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Case Study: @oreo Super Bowl 2013 Instagram Campaign Results @nateriggs | @skyword #ContentHabits
Embrace brand advocates.Habit #6
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
“Influencers get excited about their personal brand. Advocates get excited about !
your brand.”
@nateriggs | @skyword #ContentHabits
@nateriggs | @skyword #ContentHabits
Habit #7!Recruit a proprietary audience.
@nateriggs | @skyword #ContentHabits
Jeffrey K. Rhors!Vice President of Marketing Insights
Exact Target@nateriggs | @skyword #ContentHabits
...the long term winners are those who use the medium to deliver information and entertainment.
1. Spreadable content.!2. Harness social intelligence.!3. Answer customer questions. !4. Real time infrastructure.!5. Participate actively.!6. Embrace brand advocates.!7. Recruit a proprietary audience.
SHARPER Framework
@nateriggs | @skyword #ContentHabits
The 8th Habit: Sustainability
@nateriggs | @skyword #ContentHabits
The 8th Habit: Sustainability
@nateriggs | @skyword #ContentHabits© 2014 Skyword Inc, Confidential. All rights reserved
@nateriggs | @skyword #ContentHabits
Questions?
Nate Riggs, President!NR Media Group, LLC!Content & New Media [email protected]!614-348-2646!nateriggs.com !socialrestaurantpodcast.com
@nateriggs | @skyword #ContentHabits
Jason Sawtelle, Director of Retail [email protected]!617-720-4000 ext 1019!skyword.com
Thank You!