NOVEMBER 20199· 80 percent of the content should be audience serv-ing and not self-serving. That means we share stud-ies, research, trends, information, forecast that are not specifically about the industry. And the 20 percent is self-serving in case studies where we don't burn people out by cost we put on selling them but helping them. So when you put out sale type message, they are more likely to get destructed. · The second rule includes three different content buckets. First, is the content bucket where we try to understand the challenges that the audience face and create marketing automation campaign that will deviate that. The second one is academic content, such as sur-vey, research, white paper, where the audience can take the content to their CEO, CMO, and help their company make a difference. And the third is self-promoting con-tent that includes research, case studies or projects done by the company.What specific approach do you follow while developing content?We deal with different types of client on a daily basis to make sure we are not too heavily weighted in one indus-try vertical. We start with understanding what our clients want; we don't have a single target inside of the target company we have 2-3different people that we target. For example we do a spiritual marketing also known as the vent marketing; we do about 5,500 of advices per year. When we look at the targeting new industry or new com-pany, we target people who are responsible for that specif-ic marketing function within the relation team. We watch closely the concern of the CMOs and VPs of the market-ing team, marketing people and procurement audience because different people have different opinions. So, we have a segment of the audience within the organization with different messaging, content and we create mar-keting automation program that addresses the needs of each audience accordingly.Any projects you are over seeing currently?We have got a multiple marketing automation programs in running. One is ethnic, spiritual marketing agency; we have a campaign aimed at CMOs and VPs of marketing. These two have the power of experiential marketing in the overall marketing trends. One of the campaigns we are doing is jumping on that momentum and pushing on that message to our potential clients. We are also run-ning a camping that is innovative and experimental. So we are underscoring that concept by doing a campaign that speaks to the five senses. We talk about five senses and how they engage during the experiential campaign. We are doing a couple of different task for each of the senses. That one doesn't have a long call to action as marketing automation campaign do. Sometimes we send information that makes the audience think. So, we are constantly looking for ways to communicate the same message in fresh ways so we attract the consciousness of the audience. What advice would you like to give it to young marketing managers?Never forget that the marketing is like a story. One third is creative, science and anthropology. Peo-ple think its 50-50 science and creative and they forget anthropology part. As a marketing man-ager, you should be able to identify a person and their problems. The way I think about market automation is in three buckets content bucket, measurement bucket and organizational bucket
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