#CannesLions 2013 panel with Jeff Weiner of LinkedIn, Bob Lord of Razorfish, and Elyssa Grey of Citi on the evolving relationship between content and engagement.

1. Key
insights
fRom panel
Jeff Weiner of
LinkedIn,
Bob Lord of
Razorfish,
and
Elyssa Grey of Citi
on the evolving
relationship
between
content and
engagement.
The
Dots
Connecting

2. Tell your brand’s
Story
According to Grey, advertising has always been about storytelling. We
have new, more meaningful ways to do that now, and content marketing
is one of them. Content marketing tells your brand’s story and expresses
who and what the brand stands for.
1
Connecting
The
Dots

3. Identify
ANeed
Connect, a professional women’s network on LinkedIn that is powered
by Citi, uncovered a nascent demographic: the Chief Household Officer.
Women make up 85 percent of financial decisions for the home. They are
unappreciated and in need of acknowledgement.
2
Connecting
The
Dots

4. Connecting
The
Dots
Look
Deeper
“Every brand,” Bob Lord said, “has the potential for great content. Look
deeper! What are you about? What are you saying?”
3

5. And Look
elsewhere
The interaction patterns seen in China and South Korea will preview
the ones that take root in mature markets. Similarly, the media habits
of the plugged-in younger generations will tell you how you need to
communicate in the future. Your interns are just a source of cheep labor;
they’re your muses, too.
4
Connecting
The
Dots

6. Connecting
The
Dots
Become
transactional
The commercial component of content marketing isn’t fully-baked.
Storytelling is crucial—and of great value—but don’t ignore the transactional.
5