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100 Content Marketing Examples July 2012 : Page 22

10 0 CONTENT MARKETING E X AMPLE S 29 Target Coupon Mailers – a Poetic Undertaking Company: Target Originally featured in: 10 Strategies for Content Marketing, Events & Marketing Automation Success, a Dreamforce 2011 Presentation featuring Jon Miller, VP Marketing and Co-Founder of Marketo, and Ann Handley, CCO of MarketingProfs. Description: In a presentation recorded live at Dreamforce 2011, Jon Miller, VP Marketing and Co-Founder of Marketo, and Ann Handley, Chief Content Officer of MarketingProfs, share some of their favorite content marketing examples. One campaign they shared that really hit the mark was the Haiku Mailer initiative from Target . These mailers, called “Haiku-pons,” contained discounts and coupons served up with brief, creative Haiku poems. This is a great example of how to use humor and a unique approach to an otherwise traditional marketing medium – print – to make your content marketing initiatives stand out. Spicing up the home mailers gave Target a bit of an edge, offering up a dose of personality to brighten up mailboxes. 30 Logitech Web Video Company: Created by Doremus for Logitech Originally featured in: Creating a Powerful Global to Local B2B Brand Impression with Video: 5 Steps by Pam Didner Description: Logitech is a well-known computer peripherals brand. Chad Thompson, Worldwide B2B Marketing Director at Logitech, and Joe McCormack, Creative VP at Doremus, tried to unearth the new spirit of the Logitech B2B brand in this recent web video campaign. With ubiquitous connections and on-the-go mobile devices, work and personal boundaries no longer exist; any place can now serve as an office. Logitech identifies itself as offering products that are designed to help business users work in offices, wherever they may be; thus, the idea for “The New Office” was born. In this highly effective web video, not only are the story, actors, and humor memorable, but the products and the brand leave a lasting impression. And, unlike conventional B2B content that focuses on products, this video puts storytelling and emotional connection first, and then weaves the products into the story in an organic way. The video also demonstrates how to create global content with minimal localization and translation while taking into account local needs. Example: Watch the web video. 22

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