Content lessons for brands
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The document summarizes 5 branded content stories from before content marketing became popular. It describes campaigns by the Office of National Drug Control Policy, Acuvue contact lenses, Johnson's Baby brand, Skittles candy, and Cisco Systems. Each story highlights how the brand engaged audiences through various content formats like videos, podcasts, direct mailers, and social media. The document concludes with advice for modern content marketing strategies.
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Content lessons for brands
- 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 Of鍖ce of National Drug Control Policy Helping youth and parents tackle drugs Saturday, October 22, 11
- 3. Saturday, October 22, 11
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- 5. Saturday, October 22, 11
- 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 de鍖ning moments Saturday, October 22, 11
- 8. Saturday, October 22, 11
- 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. Johnsons 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 isnt 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. Dont duplicate content. Keep attention on whats out there. Expect legal to throw a 鍖t. 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
- 19. Saturday, October 22, 11
- 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