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/

1. @nateriggs | #NAPHIA
8 New Habits of Successful Content Marketers

2. @nateriggs | #NAPHIA
Presenters
Nate Riggs!
President!
NR Media Group, LLC!
@NateRiggs!
!
!
!
!
!
!
Jason Sawtelle!
Director, Retail Partnerships!
Skyword!
@JasonASawtelle
#ContentHabits

3. @nateriggs | #NAPHIA
Agenda
!
!
• The changing nature of media!
• New consumption trends!
• Examples of successful
marketing programs!
!
!
!
• 7 habits of content marketers!
• Bonus: 8th habit!
• Questions
#ContentHabits

4. ‘Content is king’
@nateriggs | @skyword #ContentHabits

5. Q
Who was the first person to say it?
@nateriggs | @skyword #ContentHabits

6. @juntajoe
@nateriggs | @skyword #ContentHabits

7. Content is King was
actually the title of an article
published on the Microsoft
blog in 1996...
@nateriggs | @skyword #ContentHabits

9. @nateriggs | @skyword #ContentHabits

13. Why is prime-time television viewing declining?
@nateriggs | @skyword #ContentHabits

14. @nateriggs | @skyword #ContentHabits

15. St. Peter's Basilica: 2005
Basilica, 2013
Image Credit: Luca Bruno / Associated Press 2005
@nateriggs | @skyword #ContentHabits

16. Smartphones have shifted to dominance.
@nateriggs | @skyword #ContentHabits

17. Tablets are outpacing global computer sales.

18. 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

19. Active VS Passive !
Consumption

20. The growing shift to ‘on demand’ content

21. This ‘Second Screen’ is changing
our buying behaviors...
@nateriggs | @skyword #ContentHabits

22. @nateriggs | @skyword #ContentHabits

23. @nateriggs | @skyword #ContentHabits

24. @nateriggs | @skyword #ContentHabits

25. @nateriggs | @skyword #ContentHabits

26. @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!

27. To become a successful retail content marketer,
you and your team will need to build
SHARPER habits.
@nateriggs | @skyword #ContentHabits

28. Stephen R. Covey, Ph.D!
1932 - 2012
@nateriggs | @skyword #ContentHabits

29. @nateriggs | @skyword #ContentHabits

30. @nateriggs | @skyword #ContentHabits

31. Charles Duhigg!
@nateriggs | @skyword #ContentHabits
Winner of the Pulitzer Prize!
The New York Times

32. =
=
@nateriggs | @skyword #ContentHabits

33. To become a successful retail content marketer,
you and your team will be required to build
SHARPER habits.
@nateriggs | @skyword #ContentHabits

34. 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

35. Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013
@nateriggs | @skyword #ContentHabits

36. Q
Would sharing this video with your family
or friends make you feel good?
@nateriggs | @skyword #ContentHabits

37. As of Feb 17th 2014, more than 17.7 million
people have viewed ‘Embrace Life’
Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013
@nateriggs | @skyword #ContentHabits

38. STEPPS: Why Things Catch On
✓ Social Currency!
✓ Triggers!
✓ Emotions!
✓ Public !
✓ Practical Value!
✓ Stories
@nateriggs | @skyword #ContentHabits

39. Habit #1!
Spreadable content design.
@nateriggs | @skyword #ContentHabits

40. Alison Feldmann!
Editor & Chief and Seller!
Etsy Blog
@nateriggs | @skyword #ContentHabits

41. “Managing our boards is an ongoing
collaboration between our editorial,
merchandising and international
community managers. !
!
We look at which pins are liked and repinned 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
@nateriggs | @skyword #ContentHabits

42. Habit #2!
Harness social media
intelligence.
@nateriggs | @skyword #ContentHabits

43. Case Study: Charmin - Sit or Squat
@nateriggs | @skyword #ContentHabits

44. Case Study: Charmin - Sit or Squat
@nateriggs | @skyword #ContentHabits

45. Case Study: Charmin - Sit or Squat
@nateriggs | @skyword #ContentHabits

46. Habit #3!
Answer customer
questions.
@nateriggs | @skyword #ContentHabits

47. Source: YouTube - CBS Super Bowl Black Out 2013
@nateriggs | @skyword #ContentHabits

48. @nateriggs | @skyword #ContentHabits

49. “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

50. @nateriggs | @skyword #ContentHabits

51. 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

52. “Having a full team of creative, social
media experts and the brand made it
quick and seamless.”
- Sarah Hofstetter!
President, 360i
@nateriggs | @skyword #ContentHabits

53. Habit #4!
@nateriggs | @skyword #ContentHabits
Real time infrastructure.

54. @nateriggs | @skyword #ContentHabits

55. @nateriggs | @skyword #ContentHabits

56. Instagram Photo Credit: !
@pinkleme, @hannahhhbrooks, @abijoy1991, @sauceruney, @paige_aldrich

57. Case Study: @jenisicream
@nateriggs | @skyword #ContentHabits

58. Case Study: @jenisicream
@nateriggs | @skyword #ContentHabits

59. Case Study: @jenisicream
@nateriggs | @skyword #ContentHabits

60. Habit #6
Participate actively.
Photo credit: OnlineJazz.net

61. Case Study: Oreo Superbowl Campaign -- Whisper Fight Spot
@nateriggs | @skyword #ContentHabits

62. @nateriggs | @skyword #ContentHabits

63. @nateriggs | @skyword #ContentHabits

64. Case Study: @oreo Super Bowl 2013 Instagram Campaign Results
@nateriggs | @skyword #ContentHabits

65. Habit #6
Embrace brand advocates.
@nateriggs | @skyword #ContentHabits

66. @nateriggs | @skyword #ContentHabits

67. “Influencers get excited about their personal
brand. Advocates get excited about !
your brand.”
@nateriggs | @skyword #ContentHabits

69. @nateriggs | @skyword #ContentHabits

71. Habit #7!
Recruit a proprietary
audience.
@nateriggs | @skyword #ContentHabits

72. Jeffrey K. Rhors!
@nateriggs | @skyword #ContentHabits
Vice President of Marketing Insights
Exact Target

73. SHARPER Framework
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.
...the long term winners are those who use the
medium to deliver information and entertainment.
@nateriggs | @skyword #ContentHabits

74. The 8th Habit: Sustainability
@nateriggs | @skyword #ContentHabits

75. The 8th Habit: Sustainability
© 2014 Skyword Inc, Confidential. All rights reserved
@nateriggs | @skyword #ContentHabits

76. Questions?
@nateriggs | @skyword #ContentHabits

77. Thank You!
Nate Riggs, President!
NR Media Group, LLC!
Content & New Media Producers!
nate@nateriggs.com!
614-348-2646!
nateriggs.com !
socialrestaurantpodcast.com
Jason Sawtelle, Director of Retail Partnerships!
Skyword!
jsawtelle@skyword.com!
617-720-4000 ext 1019!
skyword.com
@nateriggs | @skyword #ContentHabits