Lessons from early on in digital content with wisdom still true now

1. 5 Content Stories
By Brands
From Way Before
Content Was
Big for Brands
Mat Zucker
Modern creative leadership
Saturday, October 22, 11

2. US Office of National
Drug Control Policy
Helping youth and parents tackle drugs
Saturday, October 22, 11

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6. Build in engagement tools to track success + interest
Use Hollywood Plot A/B/C architecture
Talent costs managed for long-term
Audience voting chose new characters
Saturday, October 22, 11

7. Acuvue
Contact Lenses
Connecting with teenagers
through their defining moments
Saturday, October 22, 11

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9. Low-cost pilot was a huge hit.
Teen hosts brought friends on weekly, including “Cute Guy”
To see his picture, listeners had to visit web site.
Saturday, October 22, 11

10. Johnson’s Baby
Helping grow the #1 baby brand in the world
Saturday, October 22, 11

11. Branded content and CRM programs via baby.com, johnsonsbaby.com and johnsonsbaby.com/sleep
Saturday, October 22, 11

12. Video-driven lessons for new moms.
Provide offers in context.
Casting newborns isn’t for the weak.
Branded content and CRM programs via baby.com, johnsonsbaby.com and johnsonsbaby.com/sleep
Saturday, October 22, 11

13. Skittles
Tapping the social web
as a content strategy
Saturday, October 22, 11

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16. Don’t duplicate content.
Keep attention on what’s out there.
Expect legal to throw a fit.
Saturday, October 22, 11

17. Cisco Systems
Creating and sustaining conversations between the brand
and business and technical decision makers
Saturday, October 22, 11

18. Cisco Security Campaign
Conversation kit: Integrated direct mail, email and event program
Saturday, October 22, 11

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20. One side was written for the technical decision maker.
One side was written for the business decision maker.
Both met in the middle with a Starbucks card to go have a
conversation with talking points.
Saturday, October 22, 11

21. Wisdom we now have:
Saturday, October 22, 11

22. Wisdom we now have:
1. Hire a Brand Editor
2. Use search intent modeling
3. Make a friend in analytics
4. Audit and manage across external + internal
5. Include the relationship marketing stream
6. Budget 5X for asset production
7. Work with the calendar for bursts
8. Stay ahead of emerging formats
9. Repetition, repetition, repetition
Saturday, October 22, 11

23. Mat Zucker
Modern creative leadership
twitter: @matzucker
blog: matzucker.com
email: mat.zucker@me.com
Saturday, October 22, 11