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100 Content Marketing Examples July 2012 : Page 51

10 0 CONTENT MARKETING E X AMPLE S 88 The Accenture Podcast Library Company: Accenture Originally featured in: The 2011 Content Marketing Playbook Description: The Accenture Podcast Library provides listeners from all industries with relevant, well-researched and educational content. Visitors also have the option to sign up as a subscriber and receive the latest installments right in their inboxes. From chemicals to IT to consulting and financial services, Accenture develops targeted and educational podcasts to educate and engage clients on a variety of strategic business issues. Example: Visit the Podcast Library Po Podcast Tip: Stick to a Schedule. Establish a release schedule that your dedicated listeners can expect. Whether weekly, biweekly, monthly or quarterly, all that matters is that you’re consistent. 89 Google’s ZMOT Project Company: Google’s ZMOT Website Description: ZMOT, or the “Zero Moment of Truth”, is a phrase used to define the key activities online consumers take before making a decision to purchase. It includes seeking online reviews, reading what peers are saying, watching product videos and conducting other research. This is a new shift in consumerism, and companies must be equipped with the right strategies in order to succeed. These strategies are outlined the eBook, Winning the Zero Moment of Truth, published by Google’s Managing Director of U.S. Sales & Service and Chief SMOT Evangelist Jim Lecinski. The eBook is a great example of how to deliver quality content without overwhelming your readers: Layout is clean, colors are bright and graphs are relevant and informative. The ZMOT website acts as an additional resource for the eBook and has a host of valuable content to promote and supplement it, including a series of educational videos, eBook preview options and a comments forum (“The Latest Buzz”). Plus, visitors can easily download the eBook directly from the site with the option to synch it with their favorite e-reader. Example: Experience the ZMOT Website for Yourself 51

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