We’ve heard Seth Godin’s famous assertion, “Content marketing is the only marketing left.” But “content marketing” now means a world of interactivity, immersive experiences, user-generated content, technological innovation and more. How are you balancing your consumers' needs with your need to stand out? Join these content marketing experts as they share their secrets and content marketing strategies for successful content marketing today and tomorrow.

1. Tomorrow's
Customer Experience
is Happening Today
What Content for Modern Consumers Looks Like

2. Director Of Strategy
Opal
@bryanrhoads
Bryan Rhoads

3. 11 modern marketing behaviors
H O W M O D E R N M A R K E T I N G G E T S D O N E

5. THE NASA
MISSION CREDIT: NASACassini takes one of its last looks at Saturn - September 11, 2017

6. Connect The World To
America’s Space Program
Cassini takes one of its last looks at Saturn - September 11, 2017 HUMAN SPACEFLIGHT COMMUNICATIONS TEAM @ NASA

7. CREDIT: NASA

8. Bryan Rhoads

9. C O M P L E X I T Y
BRAND
EXPERIENCES
BUSINESS
NEEDS

10. Working together
in the 1960’s

11. 2017
#eclipse2017

12. • Approvals & campaign planning
• Shared visual calendar
• Real-time event collaboration
• Inform NASA stakeholders

13. Advanced Orchestration
Communicate work and
facilitate meetings
SHARE
A commonarchitecture
for brand storytelling
BUILD
Alignteams, campaigns
& content
VIEW

14. HOW M A RKET I NG GETS DONE
Marketing behaviors that transcend strategies,
promote collaboration and run modern brands.

15. NEEDS

16. TECHNOLOGY
NEEDS

17. TECHNOLOGY
NEEDS

18. NEEDS
BEHAVIORS
TECHNOLOGY

19. NEEDS
BEHAVIORS
TECHNOLOGY
WORKSTREAMS

20. WORKSTREAMS

21. W O R K S T R E A M
Story Forecasting
More accurate planning,
consistent storytelling,
refinement based on
strategy across Nestlé
brands.
NEEDS BEHAVIORS
• Quarterly
• Visual Mapping
• Culture, Seasonal
• Add Fidelity
EVENT
PRODUCT LAUNCH
BRAND PROGRAMMING
PRODUCT INITIATIVE
EVENT
CAMPAIGN
TENTPOLE
CAMPAIGN
EDITORIAL RELEASE
INFLUENCER SERIES
PRODUCT SHOWCASE
SNEAK PEEK

22. W O R K S T R E A M
In-restaurant, traditional
and digital experiences -
everyone on the same
strategic page.
NEEDS BEHAVIORS
• All Content
• Weekly Briefing
• Legal Routine
EVENT
Legal Alignment

23. W O R K S T R E A M
Scenario Planning
Real-time marketing that
can keep AirBnB
contextually & culturally
relevant
NEEDS BEHAVIORS
• 90% Scenarios
• 10% Real-time
• Upfront Research
• Assets Baked
EVENT

24. W O R K S T R E A M
Media Testing
A more efficient and
collaborative approach
across agencies and
brand teams
NEEDS BEHAVIORS
• Multi-variant
• Audience profiling
• Media Asset Kits
EVENT

25. THE M A KINGS OF A WORKS T R EA M LIBRA RY
Workstream Need Behavior Technology
StoryTime
Build out campaigns &
Storylines
Strategist led review of
storylines. Director
approves.
Wall-Walk
or
Opal Moments
Run of Show
CES Strategy & day-by-day
activation
Ascending storyline,
choreography and asset
creation
PowerPoint
or
Presentations + Moments
On the Fridge
Floating pre-approved
content
2-week moment calendar w/
daily resets and listening
Spreadsheet & Dropbox
or
Moments

26. THE M A KINGS OF A WORKS T R EA M LIBRA RY
Workstream Need Behavior Technology
Daily Brief Activate internal employees
Weekly debrief of brand
activity to
Email
or
Presentations
Celebrity Takeover
Celebrity social account
takeover
Storyline creation +
moments
Tools & Meetings
or
Story + moments +
presentations for delivery.
Content Studio Geo shoppermodel
Content “pack” creation and
weekly delivery
Email & Dropbox
or
Story + moments +
presentations for delivery.

27. BEHA VIO R OVER TECHNOL O GY
Collaborative routines, new habits & practices,
coupled with technology = winning transformation

28. Thank you

29. EVP, Digital Marketing
Live Nation
@jules_ruuules
Julia Heiser

30. CONF IDENTIAL

31. CONF IDENTIAL

32. CONF IDENTIAL

33. CONF IDENTIAL

34. CONF IDENTIAL

35. CONF IDENTIAL

36. CONF IDENTIAL

37. CONF IDENTIAL

38. CONF IDENTIAL

39. CONF IDENTIAL

40. CONF IDENTIAL

41. CONF IDENTIAL

42. CONF IDENTIAL

43. Head of Social Media
Aritzia
@CharlieGrinnell
Charlie Grinnell

44. The Challenge
As online marketers, we’re tasked with
reaching mass audiences, one individual
at a time, with content that create
emotional experiences.

45. The Issue
Many content professionals leading
businesses today have been taught to
create artistic masterpieces that are not
actually aligned with what’s driving
their business.

46. The Solution
Let go of what years of film school or
college Marketing 101 taught you, stop
aiming for perfection, listen to your
audience and learn to experiment.

47. Here’s 3 things to remember the
next time you produce content for
social media platforms…

48. 1.
Never forget that social media
content is for your audience

49. CONF IDENTIAL
Your audience doesn’t care about your
sales target for Q3 or if you’ve worked in
TV production for 15 years.
• It’s about improving user
experience via content over time
by using the information they’re
providing via digital signals.
• Each time you release a piece
of content, ensure that you
learn from it and apply those
learning's to your next piece
of content.
Content is for users
Source: Snapchat is a Loser from L2 Inc.
(youtube.com/watch?v=CztRvr7_5W8)

50. 2.
Throw away your definition
of “good” content

51. CONF IDENTIAL
Which video is better?
5 million video views
across social media platforms
10 million video views
across social media platforms

52. CONF IDENTIAL
• You’re only as good as your last
piece of content and with the sheer
amount of content online, shelf life
is shortened.
• Success is determined by your ability
to listen to your audience and then
pivot your strategy with speed.
No single person really knows
what “good” content is because
it’s subjective and changing
faster than ever before.
Throw away your definition of “good” content
Source: The Reality of Corporate America Marketing
in Creating Commercials from Gary Vaynerchuk
(youtube.com/watch?v=qvkIqvsiKXE)

53. 3.
Examine, Hypothesize, Test,
Validate, Repeat

54. CONF IDENTIAL
The attention equation: Value of Content + Practicality
of Consumption / Speed of Repetition = Attention
• Platforms will continue to change, it’s
our job to adapt to those changes in
a way that makes the most sense for
our business.
• Lean into new platform features,
formats, and audiences when possible
– it’s better to try and fail than to
never attempt anything at all.
• Most decisions are reversible,
so spin gold out of the chaos.
The only thing that’s certain is that nothing
stays certain for long

55. CONF IDENTIAL
• Never forget that social media content is for your audience
• Throw away your definition of “good” content
• Get in the habit of testing things and learn to enjoy failure
• Focus on attention and reverse engineer your social media
content for each platform
• Success will be determined by your abilityto listen to your
audience and then pivot your strategy with speed
Key Takeaways

56. CONF IDENTIAL
Q&A
Opal
@bryanrhoads
Aritzia
@CharlieGrinnell
Live Nation
@jules_ruuules
BryanRhoads Charlie GrinnellJulia Heiser