A perspective on content marketing for technology B2B brands and the audiences they reach.

1. STORY + DESIGN
FOR A CULTURE
IN MOTION

2. THERE IS NO
DETERMINISTIC
PATH.
Customers start from
places not controlled by
you, and the supposed
“journey” they are taking
doesn’t follow traditional
“CUSTOMER
marketing logic.
Content marketing is
JOURNEY”
moving from a focus on
singular assets to narrative JUST GOT
TRAMPLED.
arcs, engaging your
audience with the
information they need to
make the best decisions.

3. MAKE YOUR
CUSTOMER
BRILLIANT.
CUSTOMER FOCUSED
DISTINCT VOICE
YOUR BRAND HAS
RELEVANT INSIGHTS
ACTIONABLE DECISIONS VAST INSIGHTS.
SHARE THEM WELL.

4. THE PURSUIT OF
KNOWLEDGE CAN
BE INVIGORATING.
Be intelligent, articulate,
entertaining and actionable
with your stories. Design
them to be consumed from
any channel, on any device,
DESIGN MORE
at any time, on their terms.
STORIES AND
LET THEM LIVE
By taking a story and
sharing it multiple ways,
from video to infographics,
ebooks to sales tools, your
audience chooses how and
where they enter the
narrative arc.
EVERYWHERE.

5. #K4GD
The amount of information
is increasing at an
exponential rate. Everyone
is seeking and consuming
content, to make the best
KNOWLEDGE FOR
decisions for their
professional and personal
lives.
GREAT DECISIONS
Great brands give
audiences the knowledge,
understanding and tools to
make great decisions.

6. BE MEANINGFUL
WITH YOUR
CONTENT WITH
AUDIENCE.
Use a framework for your
content strategy and truly
understanding your
PURPOSE
audience. Knowledge
profiles align your editorial BRAND
themes to your audience, BUSINESS
INSIGHTS + NEED
and keep your team in sync LEADERSHIP
with content creation
efforts.
AUDIENCE
PERSONA
KNOWLEDGE
PROFILES

7. THEIR NEEDS.
YOUR AUTHORITY.
OUR TRIBE.
CONTENT VIDEO SALES
DESIGN STORIES TOOLS
We develop We develop We build the hard-
conversation strategy animated and live- working sales
and digital assets for action video for advisors,
your brand and social technology solution configuration tools,
platforms, extending demonstrations, and interactive
your answers and customer case widgets that drive
addressing customer studies, and customer engagement
interest. educational stories. and leads.

8. OUR EXPERIENCE
IS EXCEPTIONAL.

9. MULTI-CHANNEL
OUTREACH FOR
ORIGINAL
KNOWLEDGE
We developed a range of
marketing assets to help
Appirio take full advantage
of their investment in a
market research study, and
to reinforce their leadership
on this topic. From one
study, we created three
high-engagement and high-
share assets - video, eBook
and infographic.

10. TRIPLE PLAY
DISTRIBUTION
MULTI OVER 800
FORMAT REPOSTS
ALL CHANNEL CONTENT
MULTI-FORMAT DESIGN
CONTENT
ASSETS
2000
SOURCE SHARES
1 DAY
MONETIZATION
5 MILLION
BRAND
FIELD SALES, IMPRESSIONS
CUSTOMER,
ANALYST +
PROSPECT 400
AUDIENCES SOCIAL LIKES

11. VIEW
DRIVING DEMAND
GENERATION
THROUGH
DIGITAL STORIES
Our all-channel strategy
included social videos,
branded keepsakes, rich
digital content, live event
experiences, and sales
enablement tools. Without
a media budget, we drove
over 30mm brand
impressions, and moved
Dell to become the #1
reseller in three months.

12. 200,000
VIDEO VIEWS
FIRST
VIRAL
HIGH
ENGAGEMENT VIDEO FOR 36,000
DEMAND DELL ASSET DOWNLOADS
GENERATION
CAMPAIGN
12,000
VISITS FROM TARGET
$0
MEDIA SPEND
HUMOR,
AUTHENTICITY
#1
MARKET SHARE
AND
HARD DATA
30 MILLION
BRAND IMPRESSIONS

13. View
VISUAL STORIES
FOR ENTERPRISE
MOBILITY
DECISIONS
To reach audiences
concerned about managing
the exponential mobile
impact, we developed a
series of infographics on
key mobility topics. They
are used by field sales as
well as social properties.
All assets drive the
audience to trial offers and
deeper learning content.

14. SERIALIZED
EDITORIAL CONTENT
OVER 10
ALL ORIGINAL SOURCES
CHANNEL
THOUGHT DISTRIBUTION
LEADERSHIP
INFOGRAPHICS
QR CODES
DRIVE TRIAL
CUSTOM 300%
DESIGN
ILLUSTRATION
GROWTH
IN READERSHIP
AND 3D
CIO/CMO
DUAL AUDIENCE
200%
CONTENT INCREASE
IN SHARING

15. INTERACTIVE
DECISION MAKING
WITH SOCIAL
COMPARISON
Allowing users to compare
their data center efficiency
with that of their peers in an
interactive widget was a
great success in starting
the conversation around
processor upgrades. Based
on their answers,
personalized links to
deeper content were
provided.

16. INTERACTIVE
AD UNIT AND WIDGET
DEMAND
GEN
INTERACTIVE PROGRAM FIELD SALES
ADVISOR AND PROMOTION
CONTENT TOOL
PERSONALIZED
LIVE CONTENT
FEEDS
FROM WORLDWIDE
INTEL DATA
TECHNICAL CENTERS 4000
DECISION LINKEDIN
MAKER INTERACTIONS
CONTENT
900
NEW REGISTRANTS

17. PRE-ANNOUNCE
PRODUCT LAUNCH
TO PREMIERE
CUSTOMERS
To get the inside sales reps
excited about an upcoming
product, and to beat the
bloggers at leaking
coverage, we created a
personalized microsite that
gave sales teams a reason
to reach out to key
customers with VIP
treatment, sharing the
pre-announcement and
beating the blogosphere.

18. 600
PERSONALIZED INVITES
CUSTOMER
3D
INTERACTIVE
65%
DAY 1 RESPONSE RATE
AWARENESS TOUR
AND DEMAND
4,000
VISITORS IN 3 DAYS
NO
PRESS AND
ANALYST 800X
ROI
PRE- OUTREACH
ANNOUNCED
THEIR OWN
PRODUCT 70
PRE-ORDERS

19. INTERACTIVE
SALES TOOLS
AND CUSTOMER
ADVISORS
To get the sales teams up to
speed with relevant,
industry specific
information, we build sales
tools that use live feeds to
start conversations with
customers. From there,
interactive analysis,
assessment and
configuration features close
the sale.

20. MOBILE SALES
CONTENT WITH
CUSTOMER
CENTRIC UX
We improve the
effectiveness of your sales
teams by giving both them
and the customers they
serve the tools they need to
drive conversation. Instead
of revamping an aged
intranet with too much
content and bad UX, we
interviewed sales teams to
create a new navigation and
smart content organization
designed for mobile devices.

21. VIEW
USING PRODUCT
TO TELL A MULTI-
LAYERED STORY
FOR EVERYONE
To show the world their new
cloud-based map solution,
we recommended not
dramatizing it, and instead
used actual use cases and
the software itself to create
the story. Using several
unique voice actors, we
brought these stories to life
with a narrative script and
stellar animation.

22. VIEW
SHOWING USE
MODELS IN
VIDEOS
SCENARIOS
The new 4G Hotspot from
Sierra Wireless needed a
street name, a value
proposition, and use cases.
We developed the naming
(“Elevate”), user research
to discover the use models,
and built both demand
generation and quick start
videos.

23. VIEW
ANIMATED
STORYTELLING
FOR EDUCATION
AND AWARENESS
To reinforce the importance
of the network, we built a
series of informative
content for consumers,
around upcoming mobile
technologies. Audiences
seeking answers were led
to a rich educational video.
Over 70% of the views of the
video came from direct
YouTube searches.

24. VIEW
ENTERTAINMENT
TAKES ON A
CRITICAL IT
OBJECTIVE
IPv4 isn’t going to support
the explosive growth of
devices, and with addresses
running out, the impending
upgrade to IPv6 is a hot
topic for IT expenditures.
We wrote and directed a
story about the office with
the last IP address, and
found that humor makes for
big fans.

25. DESIGN YOUR STORY
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Portland, Oregon 97211
503-737-9015