Kraft Foods on Big Data's Impact, Facebook's Marketing Lessons Learned & Starbucks' Strong Storytelling Live


Kraft Foods 100th Anniversary
by Rocket Media Group via YouTube
We’ve rounded up some must-reads from the world of content marketing. This week’s offering looks at conference coverage around big data, Facebook marketing lessons learned, SEO and the buyer's persona (the brand or company's personality on customer-facing platforms) and storytelling. 

'Tis the season for marketing conferences. Engage Magazine has highlighted a few nuggets from some conferences that just wrapped up.

Big Data for Content Strategizing

Kraft Foods has made content marketing headlines several times in the last few weeks. This story on the FT Future of Marketing Summit from CMO.com stands out because it covers how the company applies big data to its marketing campaigns and how that tactic helped online ROI and sales. For example, data show those who bought Crystal Light were also interested in fashion and health, so the brand developed "real-time creative" on those topics, according to CMO.com’s report.

Rolling back the curtain with Facebook and its marketing confirms -- stories matter particularly if they affect users personally. Facebook’s CMO tells the Ad Age’s Digital conference three things has has learned about the social network’s brand in the last year. Gary Briggs' key points: Stories that hit home can be everyday moments; stories that matter are stories from their own lives; figure out how to make your own contribution to big, global events, according to Ad Age. 

How SEO Has Changed Over Five Years


Moz founder Rand Fishkin offered some more memorable conference fodder. He spoke at the Inbound 2014 conference and he tweeted his slides called "Cracking the SEO Code for 2015: Tactics to Love vs. Leave" on how SEO has changed in the last five years. Some of the topics he addressed include: How ranking algorithms have become more complex, how SEO is a job description rather than a job title and the state of policing webspam.


Navigating the Buyer's Journey

This is an excellent
back-to-basics explainer from CMS Wire on why content is the foundation of the buyer's journey and its role in it.
The general overview outlines steps for how to position content marketing for success:
  • Create a buyer’s journey model, figure out what prospects are looking for (To help determine what content to cover).
  • Tailor your buyer’s persona (To help figure how to say the content message).
  • Create a plan for distribution.
 
Storytelling Differentiates Brands

Starbucks Corp.’s buyer’s persona is spot on with a recent company blog post. Compelling storytelling always draws people in, but add to the mix two Starbucks fanatics who bond over the product and that’s a brand loyalty formula right there. Starbucks told the story of a wedding tied to their brand on their company blog last week. Plus, the blog post closes the loop with customers by sharing the a story on why the brand is important to them. 

#yeahwedid #soexcited #thanksstarbucks #kelleylove #trentaandgrande4ever http://sbux.co/1p2wzr7
by converseandsbux via Instagram

The story itself is something everyone can connect and engage with. Eric Roundtree and his wife, Kelley, who had dated in high school, lost touch over the years and reconnected at Starbucks, according to the company blog. They got engaged (not at Starbucks), but shot some of their photos at the Starbucks where they dated. They used the #trentaandgrande4ever to chronicle their wedding on social media and have been married for two months. The hashtag stems from their drink size of choice. Roundtree even has a tattoo of the Starbucks logo. That’s some brand dedication -- and likely every content marketer's dream.


#trentaandgrande4ever #couldnothavestageditbetter #converselove #wdwlove #sbuxlove
by converseandsbux via Instagram

The story itself is something everyone can connect and engage with. Eric Roundtree and his wife, Kelley, who had dated in high school, lost touch over the years and reconnected at Starbucks, according to the company blog. They got engaged (not at Starbucks), but shot some of their photos at the Starbucks where they dated. They used the #trentaandgrande4ever to chronicle their wedding on social media and have been married for two months. The hashtag stems from their drink size of choice. Roundtree even has a tattoo of the Starbucks logo. That’s some brand dedication -- and likely every content marketer's dream.


Follow Engage on Twitter and bookmark the Engage Magazine website. Click here to see how ScribbleLive's content engagement platform can help your company achieve its business goals.

Related Links

Options

Font Size
Viewer Comments
Sounds
Translate posts and comments.
Powered by ScribbleLive Content Marketing Software Platform