THE AGENCY ISSUE - ALSO INSIDE: THE MEGA LIST OF CONTENT AGENCIES - April 2017 - Content Marketing Institute
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CONTENT MARKETING STRATEGY FOR EXECUTIVES April 2017
AI-POWERED MARKETING
NATIVE ADVERTISING TOOLS
HIRING QUALITY CREATORS
THE
AGENCY
ISSUE
Scaling content production
without sacrificing creativity.
ALSO INSIDE: THE MEGA LIST OF CONTENT AGENCIES
What do America’s top bank, retailer and domestic airline all have in common? Content by Pace. And that’s not all. We also tell unique stories for the nation’s largest leisure travel organization, wireless network and managed open cloud company. We want to tell your story. For more information: Gordon Price Locke CMO Gordon.Locke@paceco.com paceco.com
IDEA GARAGE
MARKETOONIST
WHAT’S ONLINE
TALKING INNOVATION
EDITORIAL
SOCIAL WEB
VERTICAL VIEW
TECH TOOLS
GAME OVER
To stay on top of content
marketing trends,
subscribe to Joe and
Robert Rose’s weekly
podcast, PNR: This
Old Marketing.
http://cmi.media/pnr
The Great Video Game Crash of 1983
D
o you remember the Great Video Game Crash? percent of which was dominated by Nintendo.
The late ’70s and early ’80s marked the Today, Nintendo is worth $30 billion.
launch of the home video-game industry. This story fascinates me is because it feels
From Atari to Intellivision and Activision, the sale similar to the evolution of content marketing. As
of home video games skyrocketed to $3.2 billion in the democratization of publishing occurred and
1983. The market was hot! everybody could publish and get their content found,
Every game and media company wanted a piece there was a surge of low-quality content. Thousands
of the action. Hundreds of companies entered the of agencies pitched in to help in this race-to-the-
market after the original few found success. But bottom effort. Everything was about volume and
instead of producing high-quality games, those speed. We saw brand after brand creating “content
rushing in only wanted to capitalize on the seeming factories” to take advantage of the opportunity.
windfall. Poorly designed games were the rule; even And here we are today; the content factories have
high-quality game producers shifted to producing as either imploded or are on death’s doorstep, while
many games as possible, cutting corners to get games brands, publishers and agencies focused on quality
to market. In no time at all, retailers had hundreds of content are building audiences and succeeding in
new games for consumers to choose from. their content marketing efforts. “Atari collapsed because
And a funny thing happened. Consumers didn’t If the Video Game Crash of 1983 is any they gave too much
want to purchase poorly designed games. The industry indicator, those companies that institute seal-of- freedom to third-party
plummeted from $3.2 billion in sales in 1983 to just quality processes like Nintendo did—and truly developers and the
$100 million in 1985, a drop of nearly 97 percent. focus on creating stories worth telling—will be the
market was swamped
Over the next few years, most low-cost, rush- ones left standing.
with rubbish games.”
to-market game creators went in search of other
- Hiroshi Yamauchi
opportunities or went out of business … but a handful
of game creators stayed. The ones that remained Yours in content,
focused on creating the highest-quality games with
compelling stories and captivating graphics.
In 1986, Nintendo president Hiroshi
Yamauchi stated that “Atari collapsed because they
gave too much freedom to third-party developers
and the market was swamped with rubbish games.” Joe Pulizzi
Nintendo began to promote its “Seal of Quality,” which Founder
included a set of strict developing-quality standards. Content Marketing Institute
By 1988, the market was back up to $2.3 billion—70 @JoePulizzi
CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3
IDEA GARAGE
APRIL 2017
MARKETOONIST
WHAT’S ONLINE
IN EVERY ISSUE
TACTICIAN
VERTICAL VIEW
36 TECH TOOLS
TECH44TOOLS
UNSOLICITED ADVICE
46 EXPERT INSIGHT
50 SOCIAL WEB
52 IDEA GARAGE
08
54 MARKETOONIST
FEATURES
10 THE CONTENT ASSEMBLY LINE IS BROKEN
Silos stifle creativity. Find out how to fix the problem.
14 COGNITIVE CONTENT MARKETING
How to use artificial intelligence to scale your content efforts.
16 CREATIVE CONTENT SPARKS
Projects to inspire your team’s creative thinking.
19 THE MEGA LIST OF CONTENT AGENCIES
TO HIRE AND TO HOLD
38 Building high-performance content teams
42 Hiring quality content creators
4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER
NEED AN
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WHAT’S ONLINE Search our
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News, Rants & Raves, and Example of the Week CONTENT
Listen in while Joe Pulizzi and Robert Rose dissect the latest industry news
and present an interesting case study to inspire marketers. Catch the one-hour AGENCY LIST
podcast every week.
http://cmi.media/cco-pnr to find
REPORT partners across
B2B Content Marketing: 2017 Benchmarks, Budgets,
and Trends—North America
Get a look at the latest numbers about B2B content marketing.
the globe!
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TWITTER CHAT cmi.media/agencies
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SUJAN PATEL
How to produce 300 high-quality articles a year
in eight steps.
http://cmi.media/printcontent
STEVE RAYSON
A guide to amplifying your content and
building links.
http://cmi.media/amplify
STEPHANIE STAHL
Email Drip Campaigns:
How to Make Them Smart and Blunder-Free
http://cmi.media/emaildrip
FOUNDER JOE PULIZZI CCO CONTRIBUTORS
joe.pulizzi@ubm.com
CAMERON CONAWAY @CAMERONCONAWAY
GENERAL MANAGER STEPHANIE STAHL
stephanie.stahl@ubm.com JONATHAN CROSSFIELD @KIMOTA
VICE PRESIDENT OF SALES PETER LOIBL ANDREW DAVIS @DREWDAVISHERE
peter.loibl@ubm.com TOM FISHBURNE @TOMFISHBURNE
CHIEF OPERATING OFFICER PAM KOZELKA ANN GYNN @ANNGYNN
pam.kozelka@ubm.com JODI HARRIS @JODERAMA
CHIEF CONTENT ADVISER ROBERT ROSE DOUG KESSLER @DOUGKESSLER
robert.rose@ubm.com
NATALYA MINKOVSKY @HEJHEJNATALYA
SENIOR EDITORIAL DIRECTOR MICHELE LINN
SARA NOBLE
michele.linn@ubm.com
PAUL ROETZER @PAULROETZER
SENIOR MARKETING DIRECTOR CATHY MCPHILLIPS
cathy.mcphillips@ubm.com
CHIEF CONSULTING EDITOR CLARE MCDERMOTT
clare@soloportfolio.com
ADVERTISING INQUIRIES
CREATIVE DIRECTOR JOSEPH KALINOWSKI
joseph.kalinowski@ubm.com PETER LOIBL
(347) 725-3565 • peter.loibl@ubm.com
CONSULTING GRAPHIC DESIGNER CRYSTAL MADRILEJOS
crystalmadrilejos@gmail.com
PROJECT MANAGEMENT CONSULTANT ANGELA VANNUCCI
angela.vannucci@ubm.com REPRINTS
STRATEGIC ACCOUNT MANAGER KAREN SCHOPP Article Licensing, Permissions, Reprints/Eprints, Plaques
karen.schopp@ubm.com
STRATEGIC ACCOUNT MANAGER WALLY KOVAL
wally.koval@ubm.com
Toll free: (877) 652-5295 • www.wrightsmedia.com
EDITORIAL CONSULTANT ANN GYNN
ann.gynn@ubm.com
INTERNATIONAL CONSULTING EDITOR, AUSTRALIA SARAH MITCHELL
INTERNATIONAL CONSULTING EDITOR, EUROPE NENAD SENIC CCO is produced by the Content Marketing Institute,
a UBM company, the leading provider of online and in-person
education for the industry.
IT CONSULTANT DAVE ANTHONY
dave.anthony@ubm.com
ADMINISTRATIVE ASSISTANT KIM BORDEN TO CHANGE YOUR DELIVERY OPTIONS
kim.borden@ubm.com
Email angela.vannucci@ubm.com and provide your name,
SR. BLOG AND COMMUNITY MANAGER LISA DOUGHERTY
lisa.dougherty@ubm.com company and address.
EMAIL MARKETING MANAGER JOHN HANSON
john.hanson@ubm.com
CONSULTING DIRECTOR OF EDITORIAL JODI HARRIS CMI BENEFACTORS
CONTENT & CURATION jodi.harris@ubm.com
E-MEDIA MANAGER LAURA KOZAK CMI is partially funded by our benefactors, which include:
laura.kozak@ubm.com
CONSULTANT - AWARDS PROGRAM MANAGER KRISSY LESKOVEC
krissy.leskovec@ubm.com
RESEARCH DIRECTOR LISA MURTON BEETS
lisa.murtonbeets@ubm.com
CONTENT STRATEGY EDITORIAL CONSULTANT MARCIA RIEFER JOHNSTON
marcia@writing.rocks
MEDIA PARTNER CONSULTANT YATRI ROLESTON
yatri.roleston@ubm.com
PR & VIDEO CONSULTANT AMANDA SUBLER
amanda.subler@ubm.com
COMMUNITY MANAGER MONINA WAGNER
monina.wagner@ubm.com
DIRECTOR OF EVENTS KELLEY WHETSELL
kelley.whetsell@ubm.com
6 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER
strategy + content + creativity
IT TAKES
IMAGINATION
n Content Marketing Agency of the Year
n Top 21 Content Agencies for Creativity
Let’s work together!
Contact Erin Slater at
eslater@imaginepub.com
www.imaginepub.com
Photo by Sidney Perry
THE AGENCY ISSUE
Worried about getting lost in the content crowd?
Letting technology trample creativity? Fear not. Find
here the ideas and inspiration for scaling content
production without losing your individuality and soul.
COGNITIVE
CONTENT
MARKETING:
THE PATH TO A MORE
(ARTIFICIALLY) INTELLIGENT
FUTURE
I
Paul Roetzer
n spring 2015 I launched an internal initiative named
Project Copyscale to determine if it was possible to
automate content creation with artificial intelligence.
Specifically, I wanted to figure out, could we use
machines to write blog posts at scale?
The idea was inspired by a SXSW session I attended
that year featuring the managing editor of the Associated
Press and the CEO of Automated Insights, a company that
uses a form of artificial intelligence called natural-language
generation (NLG) to create content. The presenters shared
how the AP went from publishing 300 earnings reports per
quarter written by humans to 3,000 per quarter written 100
percent by machines using Automated Insights technology. The
implications to content marketing, in my mind, were immense.
Since that time, my agency, PR 20/20, has implemented NLG
to produce Google Analytics reports (reducing analysis and
production time by more than 80 percent), and begun building
pilot programs to automate data-driven premium content.
Along the way, we launched the Marketing Artificial Intelligence
Institute to tell the story of AI through the technology leaders
building the solutions and the marketers who are using AI to
evolve their businesses and careers.
What we’ve learned has altered my view of what’s possible
today and in the years ahead.
What is artificial intelligence?
Consider how much time your team spends discovering
keywords; planning blog post topics; writing, optimizing,
personalizing and automating content; testing landing pages;
CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 9
THE
AGENCY
ISSUE
scheduling social shares; reviewing analytics; and
defining content strategies.
Now imagine if a machine performed the majority
Want to learn more?
of those activities and a marketer’s primary role was
Check out this
to enhance rather than create. Machines are not podcast about the
going to replace content marketers in the near term, future of content
but artificial intelligence is accelerating us toward a marketing.
more intelligently automated future. http://cmi.media/
Artificial intelligence is a broad term that refers to future-pnr
the technologies and processes of making machines
smart, which in turn augments human knowledge
and capabilities. This includes increasingly popular
terms such as machine learning, deep learning,
image recognition, natural-language processing and
cognitive computing.
Artificial intelligence may seem like a futuristic
concept, but its use is widespread among companies
we interact with daily. Netflix employs AI to
recommend shows. Amazon uses it to power Alexa
and create personalized online experiences for
shoppers. UPS applies it to determine optimal
delivery paths for its 55,000 daily routes around the
world. Tesla powers its Autopilot autonomous-driving
feature with deep learning. Facebook uses image
THREE THINGS TO KNOW ABOUT AI
recognition to identify faces in photos and machine Artificial intelligence can be intimidating, but it does
learning to filter newsfeeds. Google’s RankBrain not have to be. You do not need to understand how it
algorithm drives search results. And, Apple uses works to comprehend what it is capable of achieving.
natural-language processing to recognize questions
and provide answers with Siri. The reality is that AI possesses the ability to dramatically
At its core, AI is powered by data and algorithms enhance content marketers’ capabilities and performance.
that enable machines to learn and evolve on As the technology advances, AI will become more accessible
their own. In traditional software, humans write and prevalent in every software product that we use. Here
algorithms or sets of instructions that tell a machine are three quick insights to get you heading down the path to
what to do. For example, in marketing automation AI enlightenment:
software a marketer may instruct the machine to
1
send a three-part email campaign once someone It is still early. Many of the rising AI tech companies have
downloads an e-book. In isolation, this is a relatively significant venture-capital funding but limited market
simple task for a human to plan and perform. success to prove the products work and that the models
But, what if there are 10,000 e-book downloads, are scalable. While there have been tremendous advances in AI
across five personas, originating from multiple capabilities, most marketing solutions are narrow in application
channels (social, paid, organic, direct) that require and require tremendous amounts of human time and guidance
personalized emails and website experiences based to deliver on the value promised.
on user history? No human brain is wired to solve
2
that challenge and no existing software is optimized Artificial intelligence requires massive amounts of data
to visualize all the possibilities. This is where AI (structured and unstructured) and customized solutions, so
excels. It takes specific and complex data-driven large enterprises are more likely to see short-term benefits
problems, then devises and executes solutions. from AI investments.
Think about all the data flooding in from social
3
media, CRM, sales, advertising, remarketing, There is a push to make AI technology more affordable and
e-commerce and mobile. Every source offers accessible. As companies like Facebook, Google, Microsoft,
valuable information, but humans have a finite Amazon and IBM continue to open up their AI technology, more
businesses will explore the possibilities. The challenge will be finding
Continued on 12 technical talent capable of building and executing AI solutions.
10 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICEROUR MISSION:
T O G U I D E O U R C L I E N T S
BEYOND THE UNKNOWN
Y o u r s h e r p a i n a C o m p l e x d i g i t a l u n i v e r s e
Northeast Ohio’s highly awarded digital marketing agency
2016 Digital Agency Fastest Growing Business as a 2015 Innovation Award Top 25 Search-Mktg. Agency Certified Member of the
Partner of the Year Companies U.S. 2010-14 Force for Good® for New Strategies Seven Years in a Row Partner Community
L e t s N a v i g a t e T o g e t h e r . C O M | 2 1 6 . 8 1 0 . 6 9 6 7THE
AGENCY
ISSUE
Continued from 10
ability to process that data, build
ARTIFICIAL INTELLIGENCE TECH
intelligent strategies, create content at As the applications for AI in marketing become more compelling,
scale and achieve performance potential. technology companies are racing in to meet the need. Below are among
Artificial intelligence, in contrast, has the top tech companies in the marketing AI space as well as some
an infinite ability to discover insights, examples of their work.
deliver predictions, make strategic
recommendations, and create content
better, faster and cheaper. Adgorithms
While the content marketing AI Adgorithms uses predictive
space is in its infancy, there are dozens analytics “to execute on
of emerging AI-powered tools built to data-driven actions, and deep
help marketers plan, create, optimize, learning technology to act
personalize, promote and measure effortlessly on unpredictable
content more effectively and efficiently. situations that would
traditionally require decision-
How to get started making and reasoning by a
The key thing to know about AI is that human marketer,” explains Or
it is largely intended to augment human Shani, CEO of Adgorithms CEO.
knowledge and capabilities, not replace
them. What can content marketers do?
First, evaluate repetitive, manual
marketing tasks that could be Harley-Davidson NYC uses Adgorithms to optimize its ad spend in New York City.
intelligently automated. Research The software helps the brand isolate and target a narrow audience in a crowded
the AI capabilities of your existing market across channels.
marketing technology stack, such as
your automation and CRM platforms,
and explore the potential of AI solutions
dedicated to specific content marketing Automated Insights
needs through a technology marketplace Automated Insights leveraged its success with the Associated Press and other enterprises
like G2 Crowd. to build the industry’s first do-it-yourself natural-language-generation platform.
Second, assess opportunities to get more
out of your data—discover insights, predict
outcomes, devise strategies, personalize
content across channels and tell stories
at scale. Consider the free version of IBM
Watson Analytics as a gateway to begin
exploring data in new ways.
And, finally, gain a competitive
advantage through constant learning. You
are not alone if you feel overwhelmed and
confused by AI and all its related terms.
Be deliberate in your efforts to consume
articles, blog posts, podcasts, presentations, Car shopping website Edmunds Real-estate website Homesnap
reports and books on the topic. uses Automated Insights’ software publishes individual listings
Now is the time to begin learning about to continuously update content supplemented by AI-created
the present and future potential of artificial on its website, where thousands of community profiles—all
intelligence, and connect with AI-powered pages of detailed vehicle profiles are automatically generated based on
technologies that can drive marketing written based on manufacturer data. publically available demographic,
performance and transform your career. crime and property value data.
Paul Roetzer is the founder and CEO of PR
20/20. Follow him @paulroetzer.
12 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICERBoomtrain
Boomtrain uses machine learning and predictive algorithms to
drive increased clicks, engagement and revenue through customer
communication. It helps companies serve content that’s most likely
to engage an individual reader, and delivers it through multiple
channels in real time. Its customers—including Forbes, CBS,
Chow.com, The Onion—are primarily in the publishing, travel and
e-commerce verticals.
OneSpot
OneSpot personalizes content across digital channels for big
brands like L’Oréal, IBM, Whole Foods Market and Delta Faucet.
• OneSpot helps Nestlé serve hyper-personalized content for
readers in real time, plus it feeds intelligence back to Nestlé about
how users interact with the content—all put to use in rapid-fire
decision-making about marketing spend and editorial focus.
Narrative Science
Narrative Science’s natural-language-generation software, Quill,
helps companies like Groupon, MasterCard and Franklin Templeton
Investments convert data into stories—these stories inform
everything from decision-making to employee productivity and
customer experience.
• USAA uses Quill to drive member engagement through
automated custom narratives.
• Deloitte leverages natural-language generation to innovate
anti-fraud, anti-money laundering and anti-corruption practices.
• Credit Suisse includes automated narratives in its investment-
research platform to enhance visualizations with insights.
Persado
The company’s cognitive content platform “arms organizations
and individuals with smart content that maximizes the efficacy of
communication with any audience at scale, while delivering unique
insight into the specific triggers that drive action.” In a sign of its
success, Persado counts dozens of top companies among its roster,
including Neiman Marcus, Angie’s List, Expedia, Zipcar and Verizon.
CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 13THE
AGENCY
ISSUE
THE CONTENT
ASSEMBLY LINE
IS BROKEN
Why content creation silos inhibit great work.
Doug Kessler
A s companies turn their content marketing efforts
up to 11, we’re seeing our own little industrial
revolution, moving the content-creation process from
The writer turns it into copy.
The designer makes it pretty (boy, am I going to get
in trouble for that).
the craft workshop to the high-volume assembly line. The illustrator adds the images.
The conditions are right: The animator makes them wiggle (see above).
The developer codes it for the web.
We have the division of labor—research teams, The promotion team pushes it out.
copywriters, designers, developers, experts in search The analytics geeks measure the impact.
and social. And we do it all over again tomorrow.
We have enormous pressure to create more It’s not at all uncommon that this whole thing
content faster—to lubricate our lead-nurture flows happens without any team member even talking to
and fill our virtual funnels. the person immediately to the right or left of them
along the conveyor belt (much less skipping a level
And we have a precedent—as Henry Ford and talking to someone two steps away).
and earlier pioneers proved that assembly lines For an increasing number of content teams, this
dramatically increase manufacturing productivity. is only a slight exaggeration. A freelance writer may
never even know who designed the piece. A research
It’s no surprise that we tend to make content the same strategist may not even know that a social media pro
way we make cars and coffee machines—in sequence. will one day flog the findings on Facebook.
The researchers hand the findings to the writer. It’s evolved this way because it’s efficient. BecauseWHEN DESIGNERS, DEVELOPERS, WRITERS, RESEARCHERS AND GEEKS WORK TOGETHER …
IT’S BETTER BECAUSE ONE SPECIALIST
IT’S BETTER BECAUSE A DIVERSE TEAM MAY NOT EVEN KNOW WHAT’S POSSIBLE IN
WILL ALWAYS BE SMARTER AND MORE ANOTHER SPECIALIST’S DOMAIN.
CREATIVE THAN ANY SINGLE SMART-ASS.
A WRITER WILL WRITE FOR A STATIC PAGE UNTIL A
DEVELOPER SHOWS HER WHAT JAVASCRIPT CAN DO.
MIXED TEAMS COME UP WITH IT’S BETTER BECAUSE EXPERTS IN IT’S BETTER BECAUSE
WAY COOLER IDEAS. A SILO DON’T FEEL EMPOWERED TO IT’S MORE FUN.
CHANGE THEIR COLLEAGUES’ WORK
EVEN WHEN A CHANGE IS EXACTLY
it means a small team of specialists can churn out an
WHAT’S NEEDED.
awful lot of work to an acceptable standard.
And that’s the problem.
Because assembly lines were created to put
together identical products made from standardized
parts. As my favorite smarty-pants, Gustav
Wikipedia, says, an assembly line means that “a
WHEN MATT CALLS HARRY OVER AND YOU HAVE A CHANCE
finished product can be assembled faster and with SAYS, “IF YOU SHORTEN THIS PARAGRAPH OF RETAINING THOSE
less labor than by having workers carry parts to a
stationary piece for assembly.” (How does he know
MY COLUMNS WILL LINE UP AND I’LL BUY TALENTED FOLKS
so much?). YOU A CRONUT.” INSTEAD OF WATCHING
I’ve bold-faced the words that power the whole
sentence—and the whole model: Faster. Less labor. THEM SULK OFF TO
That’s what assembly lines are for.
If your content strategy is simply to generate more
involved with both kinds of content creation WORK FOR SNAPCHAT.
processes: the assembly line and the agile, group-
content faster and/or with fewer people, this series of hug-based collaboration. And the latter runs circles
hand-offs from one blindfolded specialist to the next around the former (while making that beep-beep
is your go-to go-to-market model (your GTGTMM). roadrunner sound).
But if you actually want someone to enjoy the At Velocity, our best pieces are the ones where
content experiences you create, to be changed by designers, developers, writers, researchers and
them, to learn from them and to recommend them geeks work together—from the start and all along
to their friends … maybe it’s not such a great idea to the way, in cute little stand-up scrums.
produce your content the same way children and That’s my plea to all you chief content officers
slaves produce smartphones. (No, I won’t take that (and pretenders who somehow got a hold of this
back. Look it up.) magazine): break up your assembly lines. Get your
weird and wonderful teammates into the same
Because great content is not like the billionth Ford room. Order in some cronuts (I recommend the
Focus to roll of the line. Pumpkin Maple Cinna-munch Cashew Twirl™).
It’s unique. Brief them to change the world.
Crafted. And stand back.
One-off.
Unlike toaster-ovens and leaf-blowers and
photocopiers, it’s different every time. Doug Kessler is creative director and co-founder of
As a grey-haired, B2B agency guy, I’ve been Velocity Partners. Follow him @dougkessler.
CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 15THE
AGENCY
ISSUE
CREATIVE SPARKS
THAT HIT THE CONTENT MARK
Want to know the secret to building creative, compelling, impactful content—the kinds of powerful,
relatable experiences that memories, memes and Medium articles are all made from? Look to these four
inspirational brands for lessons.
Jodi Harris
QUALITY CONTENT LESSON 1: HELP FANS TELL THEIR STORIES
SPARKS A CONNECTION What’s more powerful than content that tells your brand story? Enabling your
audience to share how your products and services are featured in their everyday
lives. Apple combed through social media for outstanding photos taken with the
iPhone, gathering shots from 77 people in 24 countries. The stunning showpieces
were featured in an ongoing series of videos, TV spots and outdoor ads, with little
to connect them to the brand, save for the tagline: “Shot on iPhone.” Despite the
minimalist approach to content creation, the campaign was able to tell complex and
emotional stories—without saying a word.
62%
of marketers report their organizations are
SHOT ON IPHONE
more successful at content marketing now
than they were a year ago.
Of those who are more successful,
85%
attribute their increased success to content
creation factors like producing higher-quality
content and/or doing so more efficiently.
2017 B2B Benchmarks, Budgets, and
Trends—North America
16 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICERLESSON 2: PLACE YOUR PRODUCTS IN A PRACTICAL CONTEXT LESSON 4: SPARK A
Creating content that provides exclusive tips, reveals hidden functionalities or MEANINGFUL CONVERSATION
offers helpful user hacks can deepen your customer engagement while helping Though it may seem awkward to bring up some
your customers get more out of their investment in your brand. Did you know short subjects—like personal hygiene and health—in
links can help you track leads or find the best channel to push a particular product content conversations, some brave brands push
promotion? Bitly leveraged the e-book format to highlight the unexpected ways its through it, helping consumers overcome stigmas,
link-shortening service can be used to make a big impact on branding, social media, get reliable information and conduct open, honest
metrics and content marketing efforts. The project showcased over 30 third-party discussions that they may be too uncomfortable
examples, along with perspectives from marketers who are personally using the initiating on their own. A play on the popular phrase
service for their business. “I can’t even,” used to express speechlessness,
Allergan’s #ActuallySheCan campaign for Lo
37 WAYS BRANDS USE BITLY Loestrin Fe birth-control pills uses illustration
and pop-culture references as a means to empower
millennial women to have meaningful conversations
with each other on birth-control topics.
ALLERGAN’S #ACTUALLYSHECAN
37 WAYS
BRANDS
USE BITLY
LESSON 3: IMMERSE YOUR AUDIENCE EXPEDIA + ST. JUDE CHILDREN’S HOSPITAL’S DREAM ADVENTURES
IN AN UNFORGETTABLE EXPERIENCE
The best content campaigns are those that linger
past the initial engagement and leave your audience
wanting more. Those that are most compelling tell
personal stories that your customers can relate to or
enable them to experience those emotions firsthand.
Cancer-stricken children undergoing treatment at
St. Jude Children’s Research Hospital may not be
able to experience the energizing effects of travel
firsthand, but Expedia found a way to bring the
world to them. Through the use of virtual-reality
technology, interactive live streaming and a specially
built screening room, Expedia’s Dream Adventures
takes St. Jude patients on explorations of places
like jungles and exotic seascapes, and helps them
transcend their physical limitations by expanding Want more? Read from Jodi Harris’s library of e-books, including templates, tools
the boundaries of their imagination. and tips. http://cmi.media/jodiharris
CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 17Does your content agency
think it’s about B2B or B2C?
We think it’s about
brand to audience
As your content partner, we immerse ourselves in learning about
your audience. What makes them tick? What do they need? How
can we educate and inform? Even inspire. We channel them to
create for them. Because ultimately, it’s all about the audience.
Contact Kevin Dunn, VP, Digital Director: 612.336.9210
kdunn@msp-c.com / msp-c.com
Download our eBook The Alchemy of Content Intelligence at msp-c.com/contentintelligenceTHE
AGENCY
ISSUE
THE CONTENT AGENCY LIST
Ready to hire additional firepower? Check out these top content agencies from around the globe.
10x digital About Face Media AHA Atlantic Media Bandolier Media
10xdigitalinc.com aboutfacemedia.com ahainc.com Strategies Bandoliermedia.com
Greenville, SC Milwaukee, WI Vancouver, WA atlanticmedia Austin, TX
Key Clients: Key Clients: Abbott Key Clients: Charles strategies.com Key Clients: Twang
Couponbox.com, Laboratories, Willis Schwab, Hewlett- Washington, DC Beer Salt, Nada Moo
Fit2Run, MyQuest, Towers Watson, Case Packard, Silicon Ice Cream, Oatmega
CONA (healthcare) IH, Capital Group Valley Bank Audienz Bars, Liquid Force
Audienz.com Wakeboards
13th Floor Studios Accenture Digital Allison+Partners Seattle, WA
the13thfloorstudios.com accenture.com allisonpr.com BankBound
San Antonio, TX Global San Francisco, CA Austin Lawrence bankbound.com
Group Newtown, PA
3degreeZ Marketing Adhere Creative ANNUITAS austinlawrence.com
3degreez.com adherecreative.com annuitas.com Stamford, CT Barkley
Fort Lauderdale, FL Houston, TX Atlanta, GA Key Clients: barkleyus.com
Key Clients: XtraLight Key Clients: Vodafone, OpenText, Kansas City, MO
3Q Digital Manufacturing, SecureWorks, Dell/EMC, KLAFFS
3QDigital.com Whitehat Virtual Freeman, UL, Lenovo Behavior
San Mateo, CA Technologies, Afflink Avalaunch Media behaviordesign.com
Key Clients: AP Content Services avalaunchmedia.com New York, NY
Eventbrite, ModCloth, adQuadrant ap.org/solutions/ Lehi, UT
SurveyMonkey adquadrant.com content-services Key Clients: GoPro, Berry – content
Costa Mesa, CA New York, NY Quicksilver, J.P. marketing for small
72andSunny Key Clients: Morgan, Jaguar businesses
72andsunny.com General Assembly, APCO Worldwide theberrycompany.com
Playa Vista, CA Telebrands, Thomson apcoworldwide.com Avanade Dayton, OH
Reuters, A Place For Global avanade.com
919 Marketing Mom Seattle, WA
Company Arnold Worldwide
919marketing.com Advance Ohio arn.com Ayzenberg Group
Holly Springs, NC advance-ohio.com Boston, MA ayzenberg.com
Key Clients: Great Cleveland, OH Pasadena, CA AGENCIES BY INDUSTRY:
Clips, Visiting Angels,
CFNC - NC529 Plan, AG Integrated
Arras Keathley
arrasgroup.com BKA Content
CONSUMER | RETAIL
Golden Corral Marketing Cleveland, OH bkacontent.com BauerWorks
Strategists North Ogden, UT BKA Content
97th Floor anthonygaenzle.com Artifact Studios C3 Creative Code and Content
97thfloor.com Greenville, SC artifactla.com Babcock & Jenkins Content Science
Lehi, UT Key Clients: Skynet Los Angeles, CA bnj.com Convince and Convert
Key Clients: Security Integrations, Portland, OR DutchGiraffe
Salesforce, Dell, Citrix Ascend Integrated Erwin Penland
Bairo Healthcare App,
Bader Rutter High Five Marketing (H5M)
/ GoToMeeting, Adobe VeGO Media
baderrutter.com Imagination
ascendmedia.com
Influence & Co.
Aberdeen Overland Park, KS Milwaukee, WI
Marcus Thomas
aberdeen.com Key Clients: Key Clients: Dow
MSP-C, a division of MSP Communications
Waltham, MA American Heart AgroSciences,
Mediaplanet
Association, Butler Buildings, Pace
American Thoracic Eastman Chemical, Red Door Interactive
Society, IMEX - InEight, Sauder ROAR Groupe
International Travel Woodworking, The Speakeasy
Content Marketing Awards 2016 Winner Planners Show, Standard Stryde
Content Marketing Awards 2016 Finalist Produce Marketing Zandbeek
Association
CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 19THE
AGENCY
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Beutler Ink BlueBird Strategies Burns Marketing CBD Marketing Column Five
beutlerink.com bluebirdstrat.com burnsmarketing.com cbdmarketing.com columnfivemedia.com
Washington, DC Bend, OR Denver, CO Chicago, IL Irvine, CA
Key Clients: Google, Key Clients: Hewlett Key Clients:
US Chamber of Bluetext Packard Enterprise, Whirlpool, Firestone, ComBlu
Commerce, Verizon, bluetext.com Coalfire, Gogo James Hardie comblu.com
Amazon Web Services Washington, DC Business Aviation Building Products Chicago, IL
BigWing Interactive Boomm Marketing & BusinessOnline Centerline Digital Compelling Content
bigwing.com Communications businessol.com centerline.net Solutions
Oklahoma City, OK boomm.com San Diego, CA Raleigh, NC compellingcontent
La Grange, IL Key Clients: IBM, solutions.com
Bite Sized Media Key Clients: C+C Assurant, ADP, SAS, Los Angeles, CA
bite-sizedmedia.com Magnetrol cplusc.com Quintiles Key Clients: LA SEO
Milwaukee, WI International, Seattle, WA Services, Softline
Coveris, RhinoDox, Chandler Chicco Solutions, eBrandz,
BLASTmedia OSI Callahan Creek Agency Local Search Group
blastmedia.com callahancreek.com ccapr.com
Indianapolis, IN Born Group Lawrence, KS New York, NY Content Flair
borngroup.com Key Clients: Sprint, contentflair.com
Bloomberg New York, NY Elanco, Tyson Pet Chempetitive Cerritos, CA
Kinection Products, Westar Group, life sciences
bloombergmedia. Brafton Energy, marketing Content Harmony
com/creative brafton.com chempetitive.com contentharmony.com
New York, NY Boston, MA Campbell Ewald San Diego, CA Seattle, WA
lowecampbellewald. Key Clients: Coastal
Blu Pagoda BrandGrew com Cie Digital Labs Contacts, Camico
blupagoda.com Strategies Detroit, MI ciedigital.com Insurance, Atlas
Des Moines, IA brandgrew Irvine, CA Informatics
strategies.com Campfire at Key Clients: Nitto
Blue Skies Newport Beach, CA SapientNitro Tire U.S.A., Pilot Content Launch
Marketing campfirenyc.com Flying J, Petco contentlaunch.com
blueskiesmktg.com Brandpoint New York, NY Bonsall, CA
Ft. Collins, CO brandpoint.com Clarity Quest
Hopkins, MN Captains of Industry Marketing Content Ohana
Key Clients: Ogilvy captainsofindustry. clarityqst.com contentohana.com
Public Relations com Mystic, CT Honolulu, HI
Worldwide, Boston, MA
Carmichael Lynch ClickSpring Content Science
Relate, Brewer Carmichael Lynch clickspring.com content-science.com
Relate
AGENCIES BY INDUSTRY: Science, Dial 800
carmichaellynchrelate.
Roseville, CA
Key Clients: Canyon
Atlanta, GA
Key Clients: AT&T,
EDUCATION Brick Marketing com Creek Cabinet CFA Institute, Red
brickmarketing.com Minneapolis, MN Company, Eva’s Hat, American Cancer
AHA
Boston, MA Key Clients: Arla, Esthetics, Intercal Society
Content Science
U.S. Bank, Jack Real Estate, Visit
DutchGiraffe
broadhead. Link’s, Sherwin- Rancho Cordova ContentBoost
Fathom
broadheadco.com Williams contentboost.com
FusionSpark Media
G/O Digital Minneapolis, MN CMD Trumbull, CT
Lush Digital Media Carrot Creative cmdagency.com
Manifest BroadPR - The Vice Digital Portland, OR Convince and Convert
Marcus Thomas broadpr.com Agency convinceandconvert.com
Nina Hale Global carrot.is/creative CNN Collection Bloomington, IN
Pace Brooklyn, NY cnn.com/collection Key Clients: Cisco,
Plot Content Agency Brokaw Atlanta, GA 3M, Comcast, adidas
Stein IAS brokaw.com Casual Astronaut
T3 Custom Cleveland, OH casualastronaut.com Colloquial, a WPP CopyPress
Phoenix, AZ company copypress.com
Brunner colloquial.com Tampa, FL
Content Marketing Awards 2016 Winner brunnerworks.com New York, NY Key Clients:
Pittsburgh, PA Hipmunk, iProspect,
Content Marketing Awards 2016 Finalist
Macy’s, Uber
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AGENCY
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Coquí Content Cursive Content Dialect Embryo Creative Eucalypt LLC
Marketing Marketing dialectinc.com embryocreative.com eucalypt.co
coquicontent cursivecontent.com San Francisco, CA Arlington, MA Scarborough, ME
marketing.com North Haven, CT Key Clients:
Utuado, PR Key Clients: The Digital Remedy emfluence LinkedIn, Clari,
Key Clients: Quaker School consumedmedia.com emfluence.com DoubleDutch, Edcast
Elements Behavioral at Horsham, New York, NY Kansas City, MO
Health, Child and International School EVB
Family Support of Boston, Culver DigitasLBi emota, a video evb.com
Services Academies digitaslbi.com content agency Oakland, CA
New York, NY emota.com
CoreElement Customer San Diego, CA Extractable
core-el.com Magnetism Dino Publishing extractable.com
Cleveland, OH customermagnetism. dinopublishing.com Empower San Francisco, CA
com Chicago, IL MediaMarketing
Cramer Virginia Beach, VA empowermm.com Fahlgren Mortine
cramer.com Directive Consulting Cincinnati, OH fahlgren.com
Norwood, MA Cut to the Content directiveconsulting.com Columbus, OH
Key Clients: UPS, cuttothecontent.com Irvine, CA Endurance Marketing
Caterpillar, IBM Santa Monica, CA Key Clients: Allstate endurancemktg.com fama PR
Key Clients: North Insurance, Ultimate Decatur, GA famapr.com
Cranberry Western, Pacific Ears, Liaison Key Clients: Sage, Boston, MA
cranberry.com Mattress Co, Prosper Technologies Intacct, Harbor Club,
Ferndale, WA Group Coldwell Banker Family Features
DK New Media familyfeatures.com
Cultivate D Custom dknewmedia.com EnVeritas Group Mission, KS
Communications dcustom.com Indianapolis, IN enveritasgroup.com
cultivate- Dallas, TX Greenville, SC Fathom, Digital
communications.com Key Clients: Hewlett DMI Key Clients: Marketing
Brookfield, WI Packard Enterprise, dminc.com/ AccorHotels FathomDelivers.com
Texas Farm Bureau integrated-approach/ IHG, Robert Half, Valley View, OH
Curate Directive Insurance, Avocados brand-marketing WIKA Key Clients: McGraw-
curatedirective.com From Mexico, GM Bethesda, MD Hill, Cleveland Clinic,
New York, NY Financial Epic Presence Key Bank, The Ohio
Droga5 epicpresence.com State University
Davis Harrison Dion droga5.com Chicago, IL
dhdchicago.com New York, NY Key Clients: Favorite Brother
Chicago, IL Key Clients: Google, Salesforce, Extra favoritebrother.com
Reckitt Benckiser, Space Storage, Cleveland, OH
Deloitte Digital Chase Bank VisaNow, Ozobot
deloittedigital.com Federated Media
AGENCIES BY INDUSTRY: FINANCIAL SERVICES Seattle, WA early bird digital Eric Mower + federatedmedia.net
marketing Associates New York, NY
AHA
BauerWorks Demand Signals earlybirddigital mower.com
Brandpoint demandsignals.com marketing.com Syracuse, NY FH ContentWorks,
C3 Creative Code and Content Raleigh, NC Cedar Rapids, IA powered by
CMD Erwin Penland FleishmanHillard
Hanley Wood DemandLab Eastwick erwinpenland.com fleishmanhillard.
Imagination demandlab.com Communications New York, NY com/fh-contentworks
inSegment Jenkintown, PA eastwick.com St. Louis, MO
King Content Sunnyvale, CA Ethology
Mahlab Media DeSantis Breindel ethology.com First Pointer
Marcus Thomas desantisbreindel.com EBYLINE Phoenix, AZ firstpointer.com
MSP-C, a division of MSP Communications New York, NY ebyline.com Mayfield Heights, OH
Plot Content Agency Sherman Oaks, CA Ethos Creative Group
Tomorrow People Diablo Custom ethoscreate.com Focused Agency
Yesler Publishing Edelman Burlington, NC fcsd.agency
dcpubs.com edelman.com Key Clients: Chicago, IL
Walnut Creek, CA Los Angeles, CA Hallmark, Carlson Key Clients: Unilever,
Content Marketing Awards 2016 Winner Rezidor Hotel Group, Government of
Radisson Blu Hotels, Dubai, Kimberly-
Content Marketing Awards 2016 Finalist
Floor 9 Clark, Target
22 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICERForbes Media G/O Digital Group SJR High Five HyperX Media
forbesmedia.com godigitalmarketing. groupsjr.com Marketing (H5M) hyperxmedia.com
New York, NY com New York, NY h5marketing.com Salt Lake City, UT
Phoenix, AZ San Francisco, CA
Forrester Consulting GS Design Key Clients: iAcquire
forrester.com G3 Communications gsdesign.com Liberty Mutual iacquire.com
Cambridge, MA gthreecom.com Milwaukee, WI Insurance, NBH Bank, New York, NY
Hasbrouck Heights, Key Clients: Harley- Andrews McMeel
Forward Push NJ Davidson/Harley Universal, Nor’wood IBM iX
forwardpush.com Owners Group, Development Group ibm.com/ibmix
San Francisco, CA Gannett Custom Northwestern Mutual, Global
Key Clients: NetApp, Media Mercury Marine Hileman Group
Capriza, Jonathan gannett.com SRAM hilemangroup.com iconiContent
Cohen Studio, Meets McLean, VA Cleveland, OH iconicontent.com
The Eye Studio GSW Key Clients: Klamath Falls, OR
Gate6 gsw-w.com American College Key Clients: Shopify
Four Dots gate6.com New York, NY of Radiology (ACR), Plus, Polycom,
fourdots.com Phoenix, AZ Cleveland Clinic, GetResponse
New York, NY GYK Antler Cooper Tires, Purell
GLC, a marketing gykantler.com iCrossing
Foxtail Marketing communications Manchester, NH HIMSS Media Lab icrossing.com
foxtailmarketing.com agency Key Clients: Sweet himssmedialab.com San Francisco, CA
American Fork, UT glcdelivers.com Baby Ray’s, Paypal, Portland, ME
Key Clients: Revere Skokie, IL Bai, ESPN icuc.social
Health, A2B Tracking Hinge icuc.social
Weave, Salesfusion Global Prairie gyro hingemarketing.com Boston, MA
global-prairie.com gyro.com Reston, VA
Fractl Kansas City, MO New York, NY Key Clients: ICW Content
frac.tl Cherry Bekaert, icwcontent.com
Delray Beach, FL GO! EXPERIENCE H.O. Zimman Data Clairvoyance, New York, NY
Key Clients: DESIGN hozinc.com Sightlines
Recovery Brands, goxd.com Lynn, MA RS&H Idea Grove
DIRECTV, Fanatics Atlanta, GA ideagrove.com
Hammock Hop Online Dallas, TX
Frame Concepts Grafik hammock.com hop-online.com Key Clients:
frameconcepts.com Grafik.com Nashville, TN New Orleans, LA Omnitracs, Pivot3,
New York, NY Alexandria, VA Key Clients: Radius Esker
Key Clients: Hanley Wood Fuel Cards, AIMS
FSC Interactive Cystic Fibrosos, Marketing Education, Everten IDG Enterprise
fscinteractive.com NRTC, Waldron hanleywood.com idgenterprise.com
New Orleans, LA Private Wealth, IAP Minneapolis, MN Hotwire PR Farmingham, MA
Worldwide Key Clients: hotwirepr.com
Full Tilt Consulting 3M, Brookfield New York, NY
fulltiltconsulting.com Gravitate Residential, FedEx, Key Clients: Dell
Roswell, GA gravitatedesign.com Sherwin-Williams, Boomi, Qlik, Red Bull
Vancouver, WA Synchrony Financial Media House AGENCIES BY INDUSTRY:
Fusion 360
fusion360agency.com Grayton Integrated HB Agency HubShout
HEALTHCARE | PHARMA
Salt Lake City, UT Publishing hbagency.com hubshout.com Brandpoint
graytonpub.com Newton, MA Washington, DC Burns Marketing
FusionSpark Media Grosse Pointe, MI C3 Creative Code and Content
fusionspark.com Key Clients: Hello Marketing Huge Directive Consulting
Langley, WA Appraisal Institute, Agency hugeinc.com Fahlgren Mortine
International hellomarketing Brooklyn, NY Fathom
FVM Association agency.com Hanley Wood
thinkfvm.com of Business Butler, NJ Huify Hileman Group
Plymouth Meeting, Communicators, huify.com King Content
PA Oracle Publishing Wilmington, NC Manifest
Key Clients: MSP-C, a division of MSP Communications
UNIVAR, Lightpath, Grey Nina Hale
Hustlemo
Archdiocese of grey.com Speakeasy
hustlemo.re
Philadelphia Yesler
New York, NY Chicago, IL
CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 23THE
AGENCY
ISSUE
IEEE Engineering360 InkHouse Just Media Leopard, an Ogilvy Manifest MEC Global
Media Solutions inkhouse.com justmedia.com & Mather Company manifest.com mecglobal.com
engineering360.com/ Boston, MA Emeryville, CA leopard.com New York, NY Atlanta, GA
advertising Key Clients: Mozilla, Denver, CO
East Greenbush, NY inSegment Plantronics, Vmware, Marccx Media Media Link
inSegment.com Cloudera Leverage Media marccx.com medialinkinc.com
Imagination Newton, MA leveragemedia.com New York, NY Rock Island, IL
imaginepub.com Ken Cook Co. Hastings-on-Hudson, NY
Chicago, IL Internet Marketing kencook.com MARCH Media Logic
Key Clients: Wells Inc. Milwaukee, WI Lewis PR COMMUNICATIONS medialogic.com
Fargo, Lowe’s, US internetmarketinginc.com teamlewis.com marchpr.com Colonie, NY
Foods, Project San Diego, CA KEO Marketing Global Boston, MA
Management Key Clients: National keomarketing.com MediaSource
Institute University, Hard Tempe, AZ Lexicon Content Marcus Thomas mediasourcetv.com
Rock International, Key Clients: Marketing marcusthomasllc.com Columbus, OH
Imaginovation Competitor Group Inc, Isola, ComRent, lexiconcontent Cleveland, OH Key Clients: UCLA
imaginovation.net LEGOLAND ByteGrid, Cactus marketing.com Key Clients: Key Health, State of Ohio:
Raleigh, NC Semiconductor Des Moines, IA Bank, MTD Products, Ohio Development
ion interactive Momentive Services Agency, The
Immersion Active ioninteractive.com King Content Liquid Agency Ohio State University
immersionactive.com Boca Raton, FL kingcontentagency.com liquidagency.com Marketing Insider Wexner Medical
Frederick, MD Global San Jose, CA Group Center, American
iostudio Key Clients: Lenovo, marketinginsider Society of Plastic
Impression Marketing iostudio.com Primo Smallgoods, Luckie & Company group.com Surgeons
impression-marketing.com Nashville, TN Intuit luckie.com West Chester, PA
Richmond, VA Birmingham, AL Key Clients: MedTouch
iProspect King Fish Media Bloomberg, Fidelity, medtouch.com
IMPRINT, a iprospect.com kingfishmedia.com Lumeno Gillette, SAP Somerville, MA
Sullivan Content Boston, MA Salem, MA Marketing Key Clients: UT
Lab lumenomarketing.com Matter Southwestern, Henry
imprintcontent.com Isadora KPMG Layton, UT matternow.com Ford Health Systems,
New York, NY isadoradesign.com International Boston, MA Edward Elmhurst
Key Clients: Manhattan Beach, CA kpmg.com Lure Agency Healthcare, Hallmark
T. Rowe Price, Global lureagency.com McConnell Health Medical
Fidelity, Sodexo, TIAA Johnson La Mesa, CA Marketing Associates
Communications Kuno Creative mcconnell
Indigo Slate linkedin.com/in/ kunocreative.com Madalana marketing.com Meredith
indigoslate.com shelleymjohnson Avon, OH madalana.com Canfield, OH Xcelerated
Bellevue, WA Portage, MI Glendale, CA Key Clients: Marketing (MXM)
Latcha+Associates Mandarin Oriental mxm.com
Influence & Co. Journey Group latcha.com Madden Media New York, New York, NY
influenceandco.com journeygroup.com Farmington Hills, MI maddenmedia.com InterContinental
Columbia, MO Charlottesville, VA Key Clients: Ford Tucson, AZ Hotel Times Square, MeringCarson
Motor Company, Audi Westin Austin meringcarson.com
North America, Chris Madison, Michigan & Downtown Sacramento, CA
Market – a disruptive
AGENCIES BY INDUSTRY: INSURANCE Craft, Subaru
video marketing firm McKee Wallwork + Co. Merkle
D Custom Laughlin Constable MadisonToMarket.com mckeewallwork.com merkleinc.com
Directive Consulting laughlin.com Cleveland, OH Albuquerque, NM Columbia, MD
Influence & Co. Chicago, IL Key Clients: Visit
King Content madison/miles media Albuquerque, MESH Interactive
Marcus Thomas Launch Squad madisonmilesmedia. Hyundai Construction Agency
MSP-C, a division of MSP Communications launchsquad.com com Equipment, meshagency.com
Pace San Francisco, CA Arlington, TX ParcelQuest, Hope Boston, MA
Speakeasy Key Clients: Christian School
Tomorrow People Layer One Media Children’s Health, Miles Partnership
layeronemedia.com Mended Hearts, milespartnership.com
Milwaukee, WI US Dermatology Sarasota, FL
Partners, Texas
Content Marketing Awards 2016 Winner Instruments
Content Marketing Awards 2016 Finalist
24 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICERFIND FOCUS IN
THE FRUSTRATION.
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baderrutter.com/ccoTHE
AGENCY
ISSUE
Mills James Mother New York MullenLowe U.S. O’Neill Parthenon POSSIBLE
millsjames.com mothernewyork.com us.mullenlowe.com Communications Publishing possible.com
Columbus, OH New York, NY Boston, MA oneillcommunications.com parthenonpub.com New York, NY
Atlanta, GA Nashville, TN
Mindgruve Movable Media nDash.Co Key Clients: North Key Clients: PR 20/20
mindgruve.com movablemedia.com ndash.co Carolina Council HCA Healthcare, pr2020.com
San Diego, CA Greenwich, CT Natick, MA on Developmental BlueCross BlueShield Cleveland, OH
Key Clients: Key Clients: Key Clients: Coldwell Disabilities, NW of Tennessee, WEX
Martinelli’s, MDVIP, MasterCard, Intel, Banker, TechTarget, Metro Atlanta Habitat Fleet One PropelGrowth
Agilent Technologies, Gillette (P&G) Aberdeen Group, for Humanity, propelgrowth.com
Opus Bank NetApp Georgia Council Pepper Group Fort Collins, CO
Moving Minds on Developmental peppergroup.com Key Clients: Object
Mindshare movingmindsllc.com Nelson Schmidt Disabilities, Milne Palatine, IL Trading, Synthesis
mindshareworld.com Palm Coast, FL nelsonschmidt.com Fruit Technology, Guerrero
New York, NY Milwaukee, WI Petrol Advertising Howe, Usablenet
MRM//McCann Key Clients: OglivyOne petrolad.com
Mirum mrm-mccann.com McKesson Worldwide Burbank, CA Publicitas
mirumagency.com Global Speed Queen, The ogilvyone.com publicitas.com
San Diego, CA Water Council, New York, NY PJA Advertising + Global
MSP-C, a Wisconsin Economic Marketing
Mobium division of MSP Development Corp. Onion Labs agencypja.com PwC
mobium.com Communications (WEDC) labs.theonion.com Cambridge, MA pwc.com
Chicago, IL msp-c.com Chicago, IL Global
Minneapolis, MN Neo@Ogilvy Pluck PR
Modern Marketing Key Clients: neoogilvy.com Original9 Media pluckpr.com Pyxl
Partners Delta, IBM, 3M, New York, NY original9.com Boston, MA thinkpyxl.com
modernmarketing UnitedHealthcare San Francisco, CA Scottsdale, AZ
partners.com and McKesson Netmark.com PM Digital
Naperville, IL Netmark.com Outlook Marketing pmdigital.com R2i
Mullen Lowe Profero Idaho Falls, ID outlookmarketingsrv.com New York, NY r2integrated.com
Mojo Media Labs mullenloweprofero.com Chicago, IL Campbell, CA
mojomedialabs.com New York City, NY New Digital Noise PMI
Irving, TX Key Clients: Western ndndigital.co Pace pmi.tv Racepoint Global
Union, Harley New York,NY paceco.com Pittsburgh, PA racepointglobal.com
Davidson, Kaiser Greensboro, NC Key Clients: Dollar Boston, MA
Permanente Nina Hale Key Clients: Four Bank, PPG, Garrison
ninahale.com Seasons Hotels & Hughes, UPMC RAPP
Minneapolis, MN Resorts, Walmart, rapp.com
Southwest Airlines, PMX Agency New York, NY
AGENCIES BY INDUSTRY: ENGINEERING | Nomadic Agency Verizon pmxagency.com
MANFACTURING nomadicagency.com
Scottsdale, AZ
New York, NY Rauxa
rauxa.com
PadillaCRT
C3 Creative Code and Content GmbH padillacrt.com Point It Costa Mesa, CA
Centerline Digital Nowspeed pointit.com
Minneapolis, MN
Directive Consulting nowspeed.com Seattle, WA Razorfish
Fathom Westborough, MA razorfish.com
PageLadder
Group SJR Key Clients: Nokia, Point Taken New York, NY
pageladder.com
Hanley Wood Communications
Hitachi Data Systems, San Diego, CA
IEEE Engineering360 Media Solutions Ready State
Dunkin’ Franchise pointtakenpr.com
infogr8 readystate.com
Brands Palio, an inVentiv Jacksonville, FL
Latcha+Associates
Health company San Francisco, CA
Lush Digital Media
NR Media Group palio.com Point To Point Key Clients: Airbnb,
MSP-C, a division of MSP Communications
nrmedia.biz New York, NY pointtopoint.com Google, Torani,
New Content
Original9 Media Columbus, OH Cleveland, OH Hewlett Packard
PR 20/20 Pappas Group - a Enterprise
Stein IAS DMI Company Portal A
Yesler pappasgroup.com portal-a.com Readypens
Arlington, VA San Francisco, CA readypens.com
Los Angeles, CA
Content Marketing Awards 2016 Winner Park&Co Position² Key Clients: Anadolu
parkandco.com position2.com Sigorta, Smart
Content Marketing Awards 2016 Finalist
Phoenix, AZ Santa Clara, CA Moderation, Merck
26 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICERRed Chair RevUnit Siegel+Gale Stevens Strategic Tane Digital Video Teresa Meek
Communications, revunit.com siegelgale.com Communications tanedv.com Communications
a division of AH Bentonville, AR New York, NY stevensstrategic.com New York, NY teresameek.com
ahredchair.com Key Clients: Toll Westlake, OH Key Clients: Weber Seattle, WA
Mount Laurel, NJ Brothers, School of Sigma Group Shandwick, Netflix,
Rock, AutoZone sigmagroup.com Story Worldwide DDB, Remy Cointreau Textbroker
Red Door Interactive Upper Saddle River, NJ storyworldwide.com USA International
reddoor.biz Right Source New York, NY textbroker.com
San Diego, CA rightsourcemarketing.com Slack and Company TDA Group New York, NY
Key Clients: ASICS, Baltimore, MD slackandcompany.com Stripes Agency tdagroup.com
Bosch, Shea Homes Chicago, IL stripesagency.com Redwood City, CA That’s Nice
Univision Rise Interactive Key Clients: Dallas, TX Key Clients: IBM, thatsnice.com
riseinteractive.com Ingredion, Dow Key Clients: Stanford Dell, Intel, VMware New York, NY
Redbird Chicago, IL Corning, GE, The University, Hoover
redbirdgroup.com Society of Actuaries Institution, Ted Cruz TEKsystems The Adcom Group
Culver City, CA ROAR Groupe Super PAC, Freethink teksystems.com/ theadcomgroup.com
roargroupe.com Slicebread services/it-staffing- Cleveland, OH
Releventure New York, NY slicedbread.agency Stryde solutions/digital-and-
releventure.com Santa Monica, CA stryde.com creative-services The Barbarian Group
Ladera Ranch, CA Roberts Salt Lake City, UT Hanover, MD barbariangroup.com
Communications Social Intensity Media Key Clients: New York, NY
Rem Custom robertscomm.com socialintensitymedia.com Sports Illustrated, Tell Your Story
Communications Rochester, NY Bethesda, MA Intercontinental tellyourstoryinc.com The Content Factory
remcustom Hotels Group, Better Chicago, IL contentfac.com
communications.com RocketFuel SPARK Body Foods Key Clients: Pittsburgh, PA
Scottsdale, AZ gorocketfuel.com spark.us Enlivant, L&W Supply,
Memphis, TN Tampa, FL StudioOne MAXDigital The Foundry, a
Reputation Ink studioone.com division of Time
rep-ink.com Rodale Grow Sparkloft Media New York, NY Tendo thefoundry.nyc
Jacksonville, FL rodale.com sparkloftmedia.com Communications New York, NY
Key Clients: Stellar, New York, NY Portland, OR Stunt and Gimmick’s tendocom.com
Instructure, Frost (S/G) San Francisco, CA The Garrigan Lyman
Brown Todd, Susman Rodgers Townsend Speakeasy stuntandgimmicks. Key Clients: Cisco, Group
Godfrey rodgerstownsend.com yourspeakeasy.com com HPE, VWware, Adobe glg.com
St. Louis, MO Dallas, TX Charleston, SC Seattle, WA
Response Capture Key Clients: Key Clients: T-Mobile,
responsecapture.com Rosetta ServiceMaster Sūmèr Babolat, Philips
Portland, OR rosetta.com (American Home writtenbysumer.com Healthcare
Key Clients: Nuance Cleveland, OH Shield, Terminix), Charlotte, NC
Communications, TCU - Neeley School
Mentor Graphics,
Zoomcare
SCORCH
scorchagency.com
of Business, Joe’s SyncShow
syncshow.com
AGENCIES BY INDUSTRY:
Crab Shack, Galleria
Saint Louis, MO Dallas Rocky River, OH TECHNOLOGY | SOFTWARE
Response Mine Key Clients: Key Clients: RBB Arnold Worldwide
Interactive Microsoft, Salesforce, SPROUT Content Systems, Seaman BauerWorks
responsemine.com Everstring, Marketo sproutcontent.com Corp., Bil-Jac, C3 Creative Code and Content
Atlanta, GA Denver, CO Meaden & Moore Content Launch
SHIFT Key Clients: Content Science
Reuters News Communications BusinessesforSale.com, T Brand Studio Convince and Convert
Agency shiftcomm.com Service Logic, TransAct tbrandstudio.com Editor Group
agency.reuters.com Boston, MA New York, NY High Five Marketing (H5M)
New York, NY Stalwart Huge
Siege Media Communications T3 Custom Influence & Co.
Revelry Agency siegemedia.com stalwartcom.com t3custom.com Lexicon Content Marketing
revelryagency.com San Diego, CA San Diego, CA Woodinville, WA MSP-C, a division of MSP Communications
Portland, OR Key Clients: Key Clients: TD Newmen Publishing House
Key Clients: Hershey Shutterfly, Stein IAS Ameritrade, Options Pace
FoodService, Nestle TripAdvisor, Zillow, steinias.com Industry Council SCORCH
Waters North WineCountry Speakeasy
New York, NY
Traction
America, The Schwan
Weber Shandwick
Food Company
WITH/agency
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