how to use data to inspire great brand storytelling

How to Use Data to Inspire Great Brand Storytelling

May 18, 2016

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Andrew WheelerVice President of Services, Skyword

Ted KarczewskiContent Marketing Manager, Skyword

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Skyword Case Study: Vivint

Who Is Vivint?

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Who Is Vivint Trying to Reach?

• Vivint’s marketing targets people in all stages of homeownership, from young professionals interested in the latest gadgets and growing families to empty nesters and early retirees.

• Vivint helps connect everything in your home to save you money.

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Audience-Centric Marketing

• 13% of customers leave the home for vacation at least one day over Thanksgiving Holiday

• 30% of customers host Thanksgiving Dinner• People vacationed longer in 2015 than in 2014• South Dakotans take the highest percentage of vacations

away from home (20%)

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The Result

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Skyword Case Study: IBM Security

Who Is IBM Security and what is SecurityIntelligence.com?

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Who is SecurityIntelligence.com Trying to Reach?

Business executives and enterprise IT security professionals who manage risk and need to stay ahead of the every-changing security reality.

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Skyword Case Study: IBM Security

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The Result

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Skyword Case Study: The Content Standard

Who is The Content Standard?

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Who is The Content Standard Trying to Reach?

• The Content Standard reaches decision makers and individual contributors working for and with enterprise B2B and B2C organizations, media companies, and more.

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Audience-Centric Marketing

DataSkyword Analytics + Google Analytics

Social Listening

Reader Surveys

Writer Development

Beat Develop-

ment

Feedback Loop

Pitch Process

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124.3% higher

The Result

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Skyword Case Study: the Content Standard

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