Creating relevant and seamless content strategy was the subject of our recent #SMTLive discussion with Chad Pollitt of Relevance, Drew Neisser of Renegade and Kristine Vick of SAS, and it was itself revealing of how far we have come in digital story-telling, and how far we still have to go.
Pollit's content marketing Infographic that Relevant shares with clients, simple and yet so very thoughtful, is a good one to look up on the tweets or in the archive. We discussed how the fact that "social" comes at the end of the process is not a question of its own relevance or importance, but of how it is the ultimate goal of successful content.
Neisser has a new book out, The CMOs Periodic Table, and in it he looks at various ways that leading CMOs, including Renegade clients, have created campaigns that are both nimble and strategic. The also, interesting, incorporate off-line experiences like events. Neisser explains how he did that for Cvent in this webinar.
Lastly, Kristine Vick provided the early results for a campaign to engage data scientists for this venerable Cary, NC-based software company. Part of the challenge is always how to clear mission to the team creating the content: SAS uses an acronym, "FRESH" for focus, relevance, engaging, scalable, and helpful, to unite a strategy which must, by necessity, be able to turn on a dime.
Three total pros talking about successful content marketing campaigns: it's a relevant and seamless conversation and I invite you to access the archive and review the Storify.