While not our actual SXSW presentation, this PowerPoint deck shows some of the ideas we would cover and also serves as an example of the look and feel of our proposed presentation.

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2. Producing quality
content: think like a
journalist
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@lsharif
@kesslermichelle

3. Qualcomm is a B2B brand trying to gain visibility in the
consumer space with its marketing
How can we make people care about tech internals (i.e.,
chips)?
Qualcomm’s challenge
3

4. Brands are losing their grip on their own identities
Audiences are more skeptical than ever of brand messaging
and advertising
Attention spans are shorter; news cycles are faster,
The changing landscape
The new realities for marketers and brands:
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Attention spans are shorter; news cycles are faster,
relevance is harder to maintain
The volume of PR noise is deafening
Media outlets are cutting staff (and sacrificing quality)

5. It acknowledges that influencers more readily engage with
non-fiction content than advertising messages
It deploys journalistic best practices and publishing
processes to ensure content creation that is credible and
The solution: brand journalism
Brand journalism is an editorial approach to owned-content creation
5
relevant

6. Brand journalism: A strategic framework
Public-facing content and messaging
is under-pinned by our editorial
strategy
An effective narrative needs
Facing
the
audience
Internal
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An effective narrative needs
to understand its audience,
tell a compelling story and
include engaging characters
Our content strategy is expressed
as a combination of a
communication goal and a broadly
applicable premise
Internal
strateg
y

7. American Express OPEN Forum—a resource and advice site for small businesses. Site includes expert
advice, profiles, and videos in topic areas such as leadership, marketing, customer service,
and technology.
− Goal: to become the trusted go-to source for small businesses looking for advice.
Johnson & Johnson BabyCenter—a top site for parenting advice, community, and deals on baby gear.
− Goal: to build community around the J&J baby brand, inserting the brand into parenting decisions.
T. Rowe Price Connections—“finding opportunity in the global economy”; feature stories developed
around a topic (such as coffee, genomics, robotics, etc.) written by T. Rowe experts and journalists.
− Goal: to pinpoint areas of financial trends and solidify the brand’s role as a trusted partner and resource.
Red Bull’s Red Bulletin—web site and print magazine focusing on extreme sports, lifestyle, culture, etc.
Brand journalism: examples
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Red Bull’s Red Bulletin—web site and print magazine focusing on extreme sports, lifestyle, culture, etc.
− Goal: to create a lifestyle around extreme sports, giving the audience more access than would typically possible.

8. What is Spark?
Drive discovery of Qualcomm’s vision and momentum,
using the principles of journalism
Goal
Premise Make what’s inside matter
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Audience
Characters
Story
Those of us looking for the next amazing thing
The ecosystem of people passionate about Qualcomm’s
vision, and who are bringing it to life
We can’t wait to see what you’ll do with it

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10. Show people at their moment of passion
− Documentary film
Curate & amplify news that is aligned with company brand
(“momentum”)
What we do
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(“momentum”)
− Link-heavy blog
Create content with an eye to sharing & co-creation
(“discover”)
− Video & photography
Demonstrate & enrich company’s connection to
communities (“ecosystem”)
− Live events & social media

11. The creators
Thought leaders
Veteran tech journalists
Insiders and Qualcomm analysts
The characters
The characters
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The characters
Inventors, makers, hackers, creators
People who are using technology as a force of change

12. What is an influencer?
Those who impact consumer perceptions and tastes about products or
services
Those who act as an intermediary between the company and the public,
pointing out pros and cons of designs and functionality, which ultimately
influences the companies themselves.
What motivates influencers to share?
The audience
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What motivates influencers to share?
Shiny, new solutions to problems
Social and professional currency of finding something first
Innovation and/or controversy
Fear of missing out
How they discover content
PR outreach
Meetings/exclusives
Friends

13. A social shareable expression of the
Live News feed
Social media strategy
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A channel for engaging with
influencers in real time
A distribution channel for Spark
content that will drive engagement

14. Examples
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15. Owned
Media
Website | Twitter | Facebook | YouTube
Where are we driving them?
What are they going to do there?
Qualcomm content marketing:
A three-part approach
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Earned
Media
Journalists | Bloggers |
Social media users
Who are the people we can reach? How and
why will our target group share the
experience?
Paid
Media
Online ads | Offline ads |
Content syndication
How do we amplify the content
with paid media while
maintaining its journalistic
identity?
Qualcomm
content
marketing :
How do we provide utility
or delight consumers?
CLASSICAL
INTEGRATION
CLASSICAL
INTEGRATION

16. Key takeaways
HYBRID
Distribution
PULL
Discovery
PUSH
Seeding
Content engagement
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DistributionDiscoverySeeding
Measurement

17. Find the best contributors
Maintain an authentic, unbiased approach
Invest in quality content—great stories don’t come cheap
Key takeaways
Produce compelling content
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18. Run it like a newsroom—hire journalists, not PR reps
Adhere to editorial premise: “What’s Inside Matters”
Create original, compelling content that will start
conversations
Key takeaways
Practice journalistic integrity
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conversations

19. Employ top-of-the-line measurement
and analytics to stay nimble and
flexible
Continuously explore site and
Key takeaways
Nimble marketing and analytics
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content enhancements
Experiment with content ideas and
forms that will move the program
forward
Look for social media
integration/analytics

20. Getting processes in place
Educating internal and external stakeholders
Shifting the Corporate Culture
Continuously refining content
Lessons learned
Challenges
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Continuously refining content
Re-evaluating media strategy

21. @lsharif
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For more information on Qualcomm, visit us at:
www.qualcomm.com & www.qualcomm.com/blog
Qualcomm is a trademark of Qualcomm Incorporated, registered in the United States and other
countries.
Other products and brand names may be trademarks or registered trademarks of their respective
owners
Thank you
Follow us on:
@lsharif
@kesslermichelle