Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
•Download as PPTX, PDF•
1 like•3,583 views
The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence." Developing the right content strategy to drive the desired outcome requires, once again, that we exercise new muscles and build new behaviors.
Recommended
Recommended
More Related Content
Similar to Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Similar to Content Marketing - A CMO's View (w/o speakers notes due to PDF upload) (20)
More from Rod Brooks
More from Rod Brooks (20)
Recently uploaded
Recently uploaded (20)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
- 1. Rod Brooks Vice President & Chief Marketing Officer, PEMCO Mutual Insurance Company Immediate Past Chairman - 2011 Word of Mouth Marketing Association
- 2. Content intended to reflect brand Passionate Edgy • Integrity Timely • Responsibility Curious • Courage Helpful Engaging
- 3. Our Vision • Integrity PEMCO is the Northwest insurance company • Responsibility that “gets it.” An organization that’s great to do • Courage business with, one that shares the values of those who live here, one that’s genuinely likeable. It’s the first choice of responsible people.
- 5. “What do you see” • Integrity • Responsibility • Courage "The Lesson"
- 6. So what’s new? Stay focused! Keep the main thing, the main thing! Health & fitness Writing & sharing Meaningful connections
- 7. Health and fitness I’m resolved to remain standing on the scale until I lose weight! • Integrity • Responsibility • Courage
- 8. Passion and metrics aren’t enough I’m resolved to change what I do NOW in order lose weight! • Integrity • Responsibility • Courage
- 9. Embrace continuous learning • Integrity • Responsibility • Courage
- 10. Five Principals: Word of Mouth Marketing • Integrity • Responsibility • Courage
- 11. Creating content • Integrity • Responsibility • Courage
- 12. Creating content • Integrity • Responsibility • Courage
- 13. Cogs of “content excellence” Informative Interesting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
- 14. Human approach • Integrity • Responsibility • Courage
- 15. Human Approach Social Media Socially Engaged Voice of the Company Voice of the Customer Top-Down Control Bottom-Up Messaging • Integrity Company-Generated Consumer-Generated • Responsibility Messages • Courage Messages Infrequently Updated Continuously Updated
- 16. Human approach Social Media Socially Engaged Voice of the Company Voice of the Customer Top-Down Control Bottom-Up Messaging • Integrity Company-Generated Consumer-Generated • Responsibility Messages • Courage Messages Infrequently Updated Continuously Updated
- 17. Social engagement mantra “PEMCO’s success depends on the positive opinion of people like me. They listen, participate, • Integrity • Responsibility encourage and • Courage enable me to share with others.”
- 18. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
- 19. Are your marketing pants on fire? 76% of consumers believe companies are untruthful in their advertising. • Integrity • Responsibility • Courage source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
- 20. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Reality source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
- 21. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Reality source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
- 22. Trust lives in the community. 78% of global consumers say they trust recommendations• Integrity • Responsibility from other consumers • Courage source | Nielsen’s “Trust in Advertising” Report (2007)
- 23. Moving from money to mouth Reason 2001 2002 2005 2007 2008 2009 2010 60% 62% 50% 50% 36% 40% 33% Price Referral and/or 10% 12% 17% 20% 22% 22% 32% Recommend Integrity • • Responsibility • Courage source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”
- 24. Making meaningful connections • Integrity • Responsibility • Courage
- 25. We are what they say we are! The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
- 26. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
- 27. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
- 28. Awareness to Advocacy Filling The Gap With Content Touch points to talking points.
- 29. “I know you” Initial: “I Know You” – Low Engagement 1) Familiar 2) Assessing & Evaluating 3) Consideration
- 30. “I like you” Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
- 31. “I like you” Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
- 32. “I love you” Mature: “I Love You” – Active Engagement 1) Loyal 2) Relationship based 3) Recommendation behavior
- 33. “I defend you” Mature: “I Defend You” – Active Engagement 1) Affinity 2) Proactive defender 3) Collaborative
- 34. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations consistently and regularly.
- 35. And remember… • Integrity • Responsibility • Courage
- 36. Let’s connect! Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com
Editor's Notes
- Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and Immediate Past-Chairman of Word of Mouth Marketing Association (WOMMA)
- This video, prepared as a case study by PEMCO’s agency – DNA, Seattle – depicts the early months of our campaign in 2008.