@chicaintelli

• 15+ year Marketing Vet

• Loves to help companies grow through strategy and education

• Mentor for over 20 years

#SEJSummit #Searchmetrics

TAKEAWAYS

1. Strategic Partnerships hold the key to maximizing

your adventure in Content Marketing .

2. Branded Entertainment/Live Events + Social Media

=major content power play

3. Don’t jump on the marketing trends bandwagon.

Try to invent something unique.

#SEJSummit #Searchmetrics

…Is it CAMPAIGNS orCAM-PAINS ???!!!

#SEJSummit #Searchmetrics

#SEJSummit #Searchmetrics

#SEJSummit #Searchmetrics

UCCESS CASE STUDIESFORD - FORD ESCAPE ROUTES (2012)

• Similar to Amazing Race – 6 teams – 6 cities –

challenges in every city - votes

• Branded Entertainment & Social Media Advertising

Campaign

• Planned Local Challenge

• Executed with Ford/Agency (Pre and Post

Campaign)

• Publicist/SM Marketer/Onsite Manager/Biz Dev

• Success Metrics#SEJSummit #Searchmetrics

WHY A SUCCESS?• Increased their content to the fitness,

entertainment, and multi-cultural market on social

media by 60%

• Propelled Ford Social – a portal specifically for

content from the community from various industry

leaders, bloggers, ambassadors

• Build brand ambassadors for life. Still constantly

connecting them.

UCCESS CASE STUDIES

#SEJSummit #Searchmetrics

RED BULL MEDIA HOUSE (2013)- Red Bull Rampage

- Wings for Life - Red Bull Battle Grounds – Cartoon – Total Zero – Red Bulletin

• They were going through a ton of growth transition and needed an extra set

of hands from a company who understood both brand and advertising.

• Managed all SEM efforts for agency (Brand)

• Brought in their new search agency, The Search Agency to manage

SEM and SEO efforts

• Helped build an International site for their CARTOON campaign

• Ideated & coordinated PRODUCT initiatives with athletes

• Cartoon campaign (TZ)

• Social for all campaigns

UCCESS

EARNED

#SEJSummit #Searchmetrics

WHY A SUCCESS?• Educated domestic and International RB teams on best

practices for SEM efforts

• The best strategic partners

• Garnered International’s approval to streamline RB’s SEO

+ SEM for all RB sites/landing pages

• LOVED. Since they don’t want to follow trends.

• Increased event ticket purchases by 45% through SEM

Marketing & key partnerships

• Buzzfeed, Reddit, RB Social Media, Red Bulletin, etc

UCCESS

EARNED

#SEJSummit #Searchmetrics

UCCESS

EARNEDSUMMARY• There’s always somewhere to put your content

• Web/Social/Publisher/Brand

• Strategic Partnerships always help

• No, the content should not come from just you

• Focus on quality

• Build an amazing team

• Utilize other people within your team to collaborate

on high quality content

#SEJSummit #Searchmetrics

#SEJSummit #Searchmetrics

• So you were 100% perfect as you walked through career path dreamland to land your current role. NOT.

• Mistakes are great. Learn from them quickly, don’t do it again, and move on.

• If you’re unsure, ask several trusted sources before making a decision.

Ahh the joys of failure!

Failure is an event, not a person. Yesterday ended last

night.

- Zig Ziglar

#SEJSummit #Searchmetrics

ESSONS LEARNED1. Due your due diligence internally before onboarding a

3rd party. Talk to everyone. Get everyone’s buy in.

1. Keeping your agency/consultant/3rd party PM abreast of

inside details to company trends, forecasted projections,

or new insights is crucial to the formation of fresh content

and campaigns.

1. Be as clear as you can about your target market. The

influencers you are looking for, including publishers &

social socialites should match your strategy.

#SEJSummit #Searchmetrics

SUMMARY• Do your homework.

• Assume Nothing.

• Collaborate as much as possible.

ESSONS LEARNED

#SEJSummit #Searchmetrics

#SEJSummit #Searchmetrics

TAKEAWAYS

1. Strategic Partnerships hold the key to

maximizing your adventure in

Content Marketing .

#SEJSummit #Searchmetrics

TAKEAWAYS

2. Branded Entertainment/Live Event +

Social Media = major content power

play

#SEJSummit #Searchmetrics

TAKEAWAYS

3. Don’t jump on the marketing trends

bandwagon. Go with what’s unique.

But if you do decide to follow the leader,

integrate the idea with something fresh and fun.

#SEJSummit #Searchmetrics

Most importantly, HAVE FUN!

#SEJSummit #Searchmetrics

/chicaintelligentellc

/chicaintelli

/chicaintelligente

STAY CONNECTED