This document summarizes a webinar about hacking content distribution models. The webinar discusses exploring third party relationships and employees as new distribution opportunities. It also addresses using alternative platforms to reach new audiences and revitalize distribution strategies. Speakers from Salesforce, FedEx, and W20 Group provide examples of how their companies develop partnerships, train employees as advocates, and experiment with platforms like Medium to expand their reach. The key takeaway is that marketers must think creatively about distribution and continuously explore new methods to effectively reach audiences.

1. Alexa Schirtzinger Alexandra Shockey Michael Brito
Director, Content Marketing
Salesforce
Social Media Advisor
FedEx
Head of Social Marketing
W2O Group
@aschirtz @AlexShockey44 @britopian
Hacking The Content Distribution Model
Robert Rose
Chief Strategy Officer
Content Marketing Institute
@Robert_Rose
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2. What You Will Learn
o A great piece of content is only as good as the
distribution strategy developed to support it
o How companies are exploring third party relationships as
a new content distribution opportunity
o How employees can act as storytellers on behalf of
brands, bringing authenticity to your content distribution
o How alternative platforms can reach new audiences and
breathe new life into your content distribution strategy
@aschirtz @AlexShockey44 @britopian @Robert_Rose
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3. We Are Overwhelmed with Content
@aschirtz @AlexShockey44 @britopian @Robert_Rose
Spent on content creation alone in 2015
$118
BILLION
76%
of B2B marketers will produce
more content in 2016
Source: eMarketer
Source: CMI
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4. Content Creation is Only Half the Battle
@aschirtz @AlexShockey44 @britopian @Robert_Rose
70%
of marketers spend less than
$1,000 per month on
content distribution
Source: Contently
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5. Social Media Advisor
FedEx
@AlexShockey44
Alexandra Shockey
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6. Develop Relationships Outside the Box
@aschirtz @AlexShockey44 @britopian @Robert_Rose
o Non-profit organizations/grantees
o Government officials, city/state social media teams
o Sponsorship partners, athletes, teams, organizations
o FedEx team members
Third party relationships and partners on social:
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7. Getting Started
@aschirtz @AlexShockey44 @britopian @Robert_Rose
o Train and provide guidance to partners
o Develop best practices and toolkits
o Encourage them to be active on social
o Make it fun and interactive
Keep the conversation authentic with a grassroots approach
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8. Michael Brito
Head of Social Marketing
W2O Group
@britopian
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9. Think of Your Employees as Storytellers
@aschirtz @AlexShockey44 @britopian @Robert_Rose
DRIVE
BRAND AWARENESS
CHANGE
BRAND PERCEPTION
EDUCATE
EXISTING CUSTOMERS
PROVIDE
INSIGHTS FOR
INNOVATION
INFLUENCE
PEERS
TO BUY
FILL
THE SALES PIPELINE
Employee Advocacy is critical for sales,
marketing and overall business objectives
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10. Understanding Employee Advocacy
@aschirtz @AlexShockey44 @britopian @Robert_Rose
There must be a two-way value
proposition when building employee programs
What’s in
it for your
BRAND
?
What’s in
it for your
EMPLOYEES
?
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11. How W2O Adopted Employee Advocacy
@aschirtz @AlexShockey44 @britopian @Robert_Rose
o Launched #W2OVoices in
September 2015
o Working on building a
content engine internally
o Segmented by agency and
practice area
o Requires creative & content
support on back end
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12. How to Launch Your Own Program
@aschirtz @AlexShockey44 @britopian @Robert_Rose
Strategic approach for planning and
deploying Employee Advocacy programs
PLAN IDENTIFY
AMPLIFY AMPLIFY
PLAN IDENTIFY
AMPLIFY ACTIVATE
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13. Alexa Schirtzinger
Director, Content Marketing
Salesforce
@aschirtz
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14. How Salesforce Thinks About Content
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Audience
KPIs
Distribution Collaboration
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15. Experiment with Alternate Platforms
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o Does it deliver the target audience we want?
o Does it deliver something we lack, or that no one else can?
o How accessible is it?
o Does it provide in-depth analytics and insights?
o Does it integrate with and/or complement existing platforms?
Questions to ask yourself when choosing an
alternative platform to expand your content distribution:
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16. Why Salesforce Started Using Medium
@aschirtz @AlexShockey44 @britopian @Robert_Rose
o Wanted to expand content
marketing reach
o 20K+ followers in first year
o Unique audience, distinct
content strategy
o Highly accessible
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17. Best Practices & Steps to Get Started
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o Choose a platform based on audience & priority match
o Ensure it will add value, not replicate what you have
o Place priority on cost-effectiveness & ease of use
o Align your strategy with other efforts
o Seamless syndication is a plus
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18. Key Takeaways
@aschirtz @AlexShockey44 @britopian @Robert_Rose
o Do not rely on what worked in the past -
companies must think more creatively in order to
effectively reach their audience
o As marketing professionals, it is critical to always
be exploring new and alternative methods of
content distribution
o When considering new/alternative platforms for
distribution, make sure you’re matching the
content and the channel to your target audience
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19. Alexa Schirtzinger Alexandra Shockey Michael Brito
Director, Content Marketing
Salesforce
Social Media Advisor
FedEx
Head of Social Marketing
W2O Group
@aschirtz @AlexShockey44 @britopian
Q&A
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Robert Rose
Chief Strategy Officer
Content Marketing Institute
@Robert_Rose