4. Who are we?
Our software helps brands tell
their stories in a digital world.
If you’re creating content for many
channels and audiences everyday,
you need technology to help you
manage that.
Percolate is a software that helps
you manage and organize your
marketing activities.
11. P&G:Thefirstcompanytoadvertisedirectlytoconsumers
1933
P&G’s Oxydol begins to
broadcast a radio soap
opera
2010
Last P&G soap opera
ends
1920s
Radio becomes a marketing
channel
Without content, radio networks
couldn’t attract audiences needed
to sell advertising space.
So the advertisers stepped in to
produce content themselves.
12. Until the Internet, distributing your content was relatively simple
19301890 1980 1990
?
2000
13. Until the Internet, distributing your content was relatively simple
19301890 1980 1990
“Channel explosion”
2000
17. Forcontentmarketers,thismeans:
– Your content (and your brand) needs to be in more places at once
– You need to understand the landscape of channels available to your brand
– Figure out where your audience is most active (Instagram? TV?)
– Make sure you’re creating enough, relevant, and interesting content
– Match your content to the medium you’re creating it for
20. – Brand guidelines
– What is the brand’s personality, voice, tone and language?
– What do we want people to think of when they associate with the
brand?
– How does the brand represent itself in images and words?
– Marketing objectives
– Customer or audience persona
– Customer journey map
– Content - market fit
Componentsofacontentstrategy
22. Componentsofacontentstrategy
– Brand guidelines
– Marketing objectives
– What is the business need?
– Are we creating content to increase sales or build brand awareness?
– Do we want to change people’s perception of us? (GE, IBM)
– Customer or audience persona
– Content - market fit
28. MarriottHotels
- Marketing objective: To increase
hotel room bookings
- What they did: Produced a short
movie that tells the story of two
Marriott hotel bellmen and their
adventures trying to chase a world-
famous art thief.
- Why it worked
29. MarriottHotels
- Marketing objective: To increase
hotel room bookings across J.W.
Marriott’s properties
- What they did: Produced a short
movie that tells the story of two Marriott
hotel bellmen and their adventures trying
to chase a world-famous art thief.
- Why it worked: Unlike a traditional
TV ad, Marriott created branded content
that was entertaining and wasn't trying
to sell you something (well, not directly)
30. —David Beebe, Head of Marriott International Content Studio
“Weneedtostopinterruptingwhat
peopleareinterestedin,andbecome
whatthey’reinterestedin.”
32. Componentsofacontentstrategy
– Brand guidelines
– Marketing objectives
– Customer or audience persona
– Who is my primary audience?
– What are their likes, dislikes, hopes, fears, and ambitions?
– What channels do they use the most to get their news and info about brands?
– Content - market fit
37. #LiveinLevis
- Marketing objective: To show that
Levi’s jeans accompany their wearers
on important moments in their lives
- Customer persona: All denim
wearers
- Why it worked: Made Levi’s jeans
feel like a wardrobe must-have
39. Componentsofacontentstrategy
– Brand guidelines
– Marketing objectives
– Customer or audience persona
– Content - market fit
– What can our content add to the conversation?
– How would that content tie back to our brand, products, and value proposition
for customers?
– What content will customers care about?
43. LoewsHotels:FromInstagramposttoadvertisement
— Loews Hotels realized their guests were sharing their travel experiences on Instagram
— Turned Instagram posts into print and digital ads
— Featuring “regular” people in ads makes the brand more authentic and accessible
44. Shinola:Capturinguser-generatedcontent
— Detroit-based watch maker Shinola created an entire brand campaign out of Instagram
posts that people posted wearing their watches, with the hashtag #myshinola.
— Through social media monitoring in Percolate, they asked for permission to use the images
in their campaign
48. Content (Demand)
Brands need to create more content than ever
20001980 199019701960 2010—
?
Inflection point for content marketing
Available resources
helps brands fill this gap
49. Technology helps.
Our software helps brands tell their stories.
Marketing isn’t just the final piece of creative
— it’s also all the steps before the ad goes out.
It’s important to get those steps right.
We help brands keep their ideas, strategy, and
content in one place.
50. Create and publish content Analyze how your content performed
So again, where do we fit in?