Key insights

fRom panel Jeff WeineR of

linKedin, BoB loRd of RazoRfish,

and elyssa gRey of Citi

on the evolving Relationship

BetWeen Content and engagement.

The DoTs

ConneCTing

tell youR BRand’s

sToryAccording to Grey, advertising has always been about storytelling. We

have new, more meaningful ways to do that now, and content marketing

is one of them. Content marketing tells your brand’s story and expresses

who and what the brand stands for.

1

ConneCting the

dots

iDenTifya needConnect, a professional women’s network on LinkedIn that is powered

by Citi, uncovered a nascent demographic: the Chief Household Officer.

Women make up 85 percent of financial decisions for the home. They are

unappreciated and in need of acknowledgement.

2

ConneCting the

dots

ConneCting the

dots

looK

Deeper“Every brand,” Bob Lord said, “has the potential for great content. Look

deeper! What are you about? What are you saying?”

3

and looK

elsewhereThe interaction patterns seen in China and South Korea will preview

the ones that take root in mature markets. Similarly, the media habits

of the plugged-in younger generations will tell you how you need to

communicate in the future. Your interns are just a source of cheep labor;

they’re your muses, too.

4

ConneCting the

dots

ConneCting the

dots

BeCome

TransaCTionalThe commercial component of content marketing isn’t fully-baked.

Storytelling is crucial—and of great value—but don’t ignore the transactional.

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