8 New Habits of Successful Content Marketers

@nateriggs | #NAPHIA

Presenters

#ContentHabits

Nate Riggs!President!NR Media Group, LLC!@NateRiggs!!!!!!!Jason Sawtelle!Director, Retail Partnerships!Skyword!@JasonASawtelle

• The changing nature of media!!

• New consumption trends!!

• Examples of successful marketing programs!

!• 7 habits of content marketers!

!• Bonus: 8th habit!

!• Questions

#ContentHabits

Agenda

‘Content is king’

@nateriggs | @skyword #ContentHabits

Who was the first person to say it?Q

@juntajoe

Content is King was actually the title of an article published on the Microsoft blog in 1996...

Why is prime-time television viewing declining?

Image Credit: Luca Bruno / Associated Press 2005

St. Peter's Basilica: 2005St. Peter's Basilica, 2013

Smartphones have shifted to dominance.

Tablets are outpacing global computer sales.

41% of tablet owners and 38% of smartphone owners used their device while also watching

television.

Source: Nielsen - The Social Media Report 2012 @nateriggs | @skyword #ContentHabits

Active VS Passive !Consumption

The growing shift to ‘on demand’ content

This ‘Second Screen’ is changing our buying behaviors...

A NEW FRAMEWORK FOR RETAIL CONTENT MARKETERS How To Adopt the 8 SHARPER habits That Will Help You Win More Attention From Customers in 2014

Presented by:!Jason Sawtelle, Director of Retail Partnerships, Skyword!Nate Riggs, President, NR Media Group, LLC!

To become a successful retail content marketer, you and your team will need to build

SHARPER habits.

Stephen R. Covey, Ph.D!1932 - 2012

Charles Duhigg!Winner of the Pulitzer Prize!

The New York Times@nateriggs | @skyword #ContentHabits

= =@nateriggs | @skyword #ContentHabits

To become a successful retail content marketer, you and your team will be required to build

SHARPER habits.

To become a successful retail content marketer, you and your team will be required to build

SHARPER habits.

1. Spreadable content design.!2. Harness social media intelligence.!3. Answer customer questions. !4. Real time infrastructure.!5. Participate actively.!6. Embrace brand advocates.!7. Recruit a proprietary audience.

Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013 @nateriggs | @skyword #ContentHabits

Would sharing this video with your family or friends make you feel good?Q

Case Study: Embrace Life -- Over 16.73 MM Views YouTube as of 5.1.2013

As of Feb 17th 2014, more than 17.7 million people have viewed ‘Embrace Life’

STEPPS: Why Things Catch On

✓ Social Currency!✓ Triggers!✓ Emotions!✓ Public !✓ Practical Value!✓ Stories

Habit #1!Spreadable content design.

Alison Feldmann!Editor & Chief and Seller!

Etsy Blog

“Managing our boards is an ongoing collaboration between our editorial,

merchandising and international community managers. !

!We look at which pins are liked and re-

pinned to inform our content strategy. We know if it’s hot on Pinterest it will

probably resonate with our community.”

Alison Feldmann!Editor & Chief and Seller!

Etsy Blog

Habit #2!Harness social media intelligence.

Case Study: Charmin - Sit or Squat @nateriggs | @skyword #ContentHabits

Habit #3!Answer customer questions.

Source: YouTube - CBS Super Bowl Black Out 2013 @nateriggs | @skyword #ContentHabits

“While we certainly didn’t expect the blackout, the team’s first instinct was to figure out how Oreo could be relevant in

the moment.”

- Sarah Hofstetter!President, 360i

The ‘Dunk in the Dark’ tweet received more than 16,000 RT’s, over 6000 favorites, and Oreo added

8000+ Twitter followers.

- Sarah Hofstetter!President, 360i

“Having a full team of creative, social media experts and the brand made it

quick and seamless.”

Habit #4!Real time infrastructure.

Instagram Photo Credit: !@pinkleme, @hannahhhbrooks, @abijoy1991, @sauceruney, @paige_aldrich

Case Study: @jenisicream @nateriggs | @skyword #ContentHabits

Participate actively.Habit #6

Photo credit: OnlineJazz.net

Case Study: Oreo Superbowl Campaign -- Whisper Fight Spot @nateriggs | @skyword #ContentHabits

Case Study: @oreo Super Bowl 2013 Instagram Campaign Results @nateriggs | @skyword #ContentHabits

Embrace brand advocates.Habit #6

“Influencers get excited about their personal brand. Advocates get excited about !

your brand.”

Habit #7!Recruit a proprietary audience.

Jeffrey K. Rhors!Vice President of Marketing Insights

Exact Target@nateriggs | @skyword #ContentHabits

...the long term winners are those who use the medium to deliver information and entertainment.

1. Spreadable content.!2. Harness social intelligence.!3. Answer customer questions. !4. Real time infrastructure.!5. Participate actively.!6. Embrace brand advocates.!7. Recruit a proprietary audience.

SHARPER Framework

The 8th Habit: Sustainability

Questions?

Nate Riggs, President!NR Media Group, LLC!Content & New Media Producers!nate@nateriggs.com!614-348-2646!nateriggs.com !socialrestaurantpodcast.com

Jason Sawtelle, Director of Retail Partnerships!Skyword!jsawtelle@skyword.com!617-720-4000 ext 1019!skyword.com

Thank You!

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