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We are glad you are enjoying Advertising Age.
To get uninterrupted access and additional benefits, become a member today. Log in or go back to the homepage. Published on March 22, Rather than feed your bottom line with a few entertaining pieces of content, or even a short-term campaign, content marketing can indeed be an ongoing source of sustenance for a business.
Under his leadership, Marriott's global marketing department established its brands as preeminent travel lifestyle authorities through a never-ending storytelling program that focuses first on their audience. How do I entertain them? How do I solve their problems?
How do I build a relationship with them and provide value?
Then, they're more likely to pay attention to what I'm actually trying to sell. Marriott International Becoming a content connoisseur David Beebe joined Marriott at just the right time.
Combining the company's history as an innovator -- did you know Marriott began as a hot dog vendor, introduced drive-up service and pioneered in-flight dining? Plus, the CEO recognized that the landscape was shifting towards stories. Beebe and his team sought to establish Marriott as the largest producer of travel lifestyle content.
They set up an in-house content studio, focusing first on short films and premium storytelling. For example, "The Two Bellmen" series featured scenes from LA, Dubai and Seoul, showcasing the brand with a story "that entertains people" before selling to them.
Putting purpose before process But not all content worked equally, and Beebe learned that the why behind the content was ultimately more important than the what. Beebe's teams created a web series with the goal of introducing the brand to the marketplace -- a normally work-intensive task.
Over a dozen episodes on Instagram and YouTube subtly tied to sales packages engaged the audience with this new Marriott world.
Another film, "French Kiss," was created to drive revenue. The practice of content marketing is a specialty, and I think a lot of times CEOs don't understand the fundamentals of storytelling versus what's actually a campaign.
You have to show them what it can do, and eventually start to shift dollars from traditional media to content marketing. We don't take pitches from production companies. We develop what we want to do, and then we go to the creative community to execute this type of creative.
You should be creating a content advertising ecosystem versus a bunch of siloed campaigns that don't talk to each other.This 4-star Courtyard by Marriott Amsterdam Airport is located in the green surroundings of the Haarlemmermeer Woods and offers a fitness suite with saunas and a business lounge.
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