Content Marketing

Partnering for Success: Bill Rancic and Marriott International Join Forces to Engage The Next Generation Traveler

In September 2014, Marriott International launched Marriott’s new Content Studio, taking this global enterprise to the next level. The studio, led by David Beebe, VP Global Creative and Content Marketing at Marriott International, is part of their digital marketing strategy, and it is designed to generate engaging and trustworthy content that will attract travelers to experience their vacation the Marriott way. Through entertaining short movies, (Two Bellmen and French Kiss – each with over 5 million views on YouTube) social media, influencer partnerships and captivating online content, Marriott has seen its booking rates and social media channels soar.

This year, keep Marriott on your radar – the company has signed an exclusive developmental deal with Bill Rancic, Entrepreneur, Author and Winner of the 1st Season of the Apprentice – and this is content you won’t want to miss. The developmental deal consists of two projects. The first is a travel documentary of Bill Rancic and his family as they travel throughout Venice, Italy, exposing viewers to the city’s culture, sights and exquisite delicacies, making their way to the JW Marriott Venice Resort & Spa on the private island of Isola delle Rose. The second is a six-part digital series of Rancic traveling through America and helping out small businesses and restaurants gain success. Both of these projects will premiere in the fall of 2016 and will be distributed exclusively on Marriott-owned channels including digital video platforms, Marriott.com, in-room and partner channels. Further, as production is underway, both Rancic and Marriott will share behind-the-scenes content to include viewers and make them a part of the journey.

From September 25th – 27th 2016, both David Beebe and Bill Rancic will be at theDigital Marketing Leadership Institute, taking place at The Ritz-Carlton Golf Resort in Naples, Florida. Beebe will be leading a discussion on M Live: Marriott International’s Global Social Media and Real Time Marketing Command Centers around the world. He will be sharing the story of how M Live came to be, the strategies the team uses to leverage technology and data to engage consumers, ROI and winning content for social media. Rancic will be keynoting, “How to Succeed in Business and Life” and will share the lessons he learned through his business experiences and how he got to where he is today.

Don’t miss out on the chance to be front row as these two hit the stage on Sunday September 25th at the Digital Marketing Leadership Institute. Join the Digital Marketing Leadership Institute group here on LinkedIn to request your invite to collaborate with S/VPs of Digital Strategy, S/VPs of Digital Marketing, VPs of Global Marketing, Chief Marketing Technologists, and Chief Digital Officers like yourself, through innovative roundtable discussions, interactive think tanks, private business consultations and fun networking functions. Digital Marketing Leaders from Philips, 3M, Intel, Sun Life Financial, People’s United Bank, and Toshiba will be there - join the inner circle and secure your seat at the table today.

Marketing in 2016 - Quality Content to Improve your Content Marketing Strategy

“The Biggest Trend in Marketing” is buzzing – again. With new technologies and systems being developed, marketing trends are constantly changing, causing teams to re-invent and evolve their current strategies to adapt and stay relevant. This year, CMOs and marketing leaders are paying close attention to the importance of content marketing and how they can create and push content to grow their customer base, their brand and their online presence.

When it comes to content, more doesn’t necessarily mean better. To capture your current audience and attract new customers, your goal should be quality over quantity. Collaborating with your team to create both engaging content and a strong content marketing strategy will generate win/win results – your customers will be satisfied and you will be improving your SEO and maintaining your company’s reputation.

Network, Network, Network!

User-generated content is a simple and cost-effective way to gain new customers and have authentic content. When people are looking to switch to a new brand or try a new product or restaurant, they are likely to turn to customer reviews. Instead of just hoping people will find positive reviews of your company somewhere online, use your network! Contests are a great way to get your current followers involved. For example, your company could host a social media contest and encourage followers to take pictures of themselves, tag your company and use a contest hashtag to be eligible to win a prize – for free, your brand reaches the followers of your followers, increasing your brand awareness. Further, sharing the winner’s picture or top 5 on your page shows that you are engaged with your customers and will be known as a genuine company.

Similarly, another way to leverage user-generated content is to create partnerships with a network of influencers. If possible, your company should allocate a budget to hire well-known and well-liked influencers, as people are more willing to give a new product a chance if a celebrity/influencer promotes it.

Show me a Story – I’ll make it go Viral

A viral video is like hitting the content jackpot. While it’s common to resort to skimming an article, people are more likely to watch a video in full, especially if it is captivating. YouTube is one of the largest search engines and if your current followers like what they see, they will share the video to their own networks – your video will go from being seen by your employees to being seen by millions or more.

Further, with platforms such as Snapchat, Periscope and Vine it is quick and simple to capture a short clip of content and share it to your network. With Periscope your followers can watch your experiences live and will make them feel as they are part of the journey, and Vines are entertaining and are popular for sharing. Short clips also create the opportunity to tell a story as you can create ‘episodic’ videos, enticing viewers to come back to see what happens next.

This year, the International Performance Management Institute is hosting theDigital Marketing Leadership Institute from September 25th – 27th at The Ritz Carlton, Naples FL. Here, digital marketing leaders from 3M, Unilever, HSBC and many more will come together to discuss the latest marketing trends and how to strengthen their current strategies. Don’t miss Bill Rancic keynoting the initiative speaking on "How to Succeed in Business and Life". Join the inner circle of the brightest minds in digital marketing leadership today.