how to use data to inspire great brand storytelling

How to Use Data to Inspire Great Brand Storytelling

May 18, 2016

2©2016 Skyword

Andrew WheelerVice President of Services, Skyword

Ted KarczewskiContent Marketing Manager, Skyword

4©2016 SkywordProprietary and Confidential

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Skyword Case Study: Vivint

Who Is Vivint?


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.


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%)


The Result


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Skyword Case Study: IBM Security

Who Is IBM Security and what is SecurityIntelligence.com?


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.


Skyword Case Study: IBM Security


The Result


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Skyword Case Study: The Content Standard

Who is The Content Standard?


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.


Audience-Centric Marketing

DataSkyword Analytics + Google Analytics

Social Listening

Reader Surveys

Writer Development

Beat Develop-

ment

Feedback Loop

Pitch Process


124.3% higher

The Result


Skyword Case Study: the Content Standard


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