JUNE 2016 NEWSLETTER
Solving Marketer’s Content Headaches from Journeys to Measurement
STOP! IT’S TIME FOR A STRATEGY CHECK: WHY YOUR CONTENT MARKETING PROGRAM MAY BE WASTEFUL
Content marketing has sent many marketers into a state of content waste — drowning in infographics, e-books and otherwise. Marketers are struggling to see the return for all the countless hours of work each of these pieces take to create. To tackle this problem, we are officially introducing our Content Marketing Health Check, focused on helping brands re-evaluate their strategies. For more details on the program, our Senior Vice President Sahana Jayaraman breaks it down on our blog.
THE CUSTOMER JOURNEY: UNLOCKING THE TRUE VALUE OF CONTENT THROUGH PERSONAL EXPERIENCES
You’ve heard it before: Content is the currency with which to grab customer attention and loyalty; content is king. But how do you connect it to your customers effectively? Read the latest from our Digital Director, Bettina Papirio.
AN INSIDE LOOK INTO MEASURING CONTENT: IS IT REALLY WORKING?
After all the creating and better content strategies, how can you measure your content marketing success? Find out, as Aidan Lukomnik from our Analytics and Insights team breaks down four of the top website metrics you should know about.
Tell us about how you came to be an Eastwicker.
I was at a crossroads in my career. I was considering two paths…join Eastwick as a consultant or take a full time job as head of corporate comms for a major technology company… I thought I’d end up working at Eastwick for a year, maybe two, as I did more soul searching to figure out where I wanted to be. Turns out, I stayed with Eastwick for 7 years and had some of the best, most fulfilling moments — with some of the most outstanding people — of my entire professional career.
Learn more about Joan’s experience on Medium.
EASTWICK’S TOP 25 CLIENT MOMENTS
In this month’s look back at client moments, we round out the first 10 years of Eastwick’s history with highlights from HP’s eight storage divisions, the launch of one of the first e-book category players, and our work showing the value of online collaboration with Autodesk. Take a look on our blog.
Client Highlights
Eastwick is proud to be working with Cupertino Electric (CEI), a private electrical, engineering and construction services company headquartered in San Jose, California to support the company with both digital and crisis communications services. For more than 60 years, corporations, utility companies, developers and high-tech leaders have relied on CEI to design and execute first-of-their-kind electrical systems. The company is currently focused on expanding the markets and geographies it serves, which presents additional challenges and makes necessary the need for a proactive crisis communications plan. In order to develop an industry-specific plan that takes into account CEI’s industry, integrity-focused approach, and emphasis on excellence and safety, the company turned to Eastwick to develop a comprehensive plan that provides an action-able guide that can be executed today and easily adjusted in the future as times and circumstances change. In addition, Eastwick also provided design support, working with CEI to develop a new corporate presentation deck that more accurately fits the company’s present and future focus.
In today’s environment, securing a substantial funding round is no easy feat. So when Spredfast, the leading independent social marketing software provider, raised a $50M round this year, it turned to Eastwick to create a compelling narrative that would tell a greater story, differentiating the company from its competitors in the noisy marketing technology ecosystem. Leveraging the news, Eastwick and Spredfast worked together to position Spredfast’s strategically connected approach to social media management as the only possible means of keeping abreast with the speed of innovation in the space. Eastwick secured coverage in many top business and technology publications including The Wall Street Journal, Fortune, Variety and VentureBeat among many more.
A workshop for entrepreneurs, crafters and hackers alike, TechShop is a “do-it-yourself” space for people who live to create. Each location has its own unique flair — like DC’s close relationship with the White House or Detroit’s fresh take on manufacturing-they all add a special element to TechShop’s force leading the maker movement.
Noticing the opportunity for more regional relationships and community building, Eastwick developed training initiatives on social media and traditional media, specially tailored to each region. The social training sessions focused on aligning the branding and messaging (logos, descriptions, tone), and skill training for social channels, including event promotion. This included community management, content curation and event promotion, and continues to provide 1:1 help to each location depending on need. Accompanying these trainings, Eastwick developed location-specific media guidelines focusing on the top publications, reporters, and larger events matching TechShop’s focus on entrepreneurial ideas and STEM/STEAM education. For some of the recent location-based coverage check out CBS Detroit, Silicon Valley Business Journal, Phoenix Business Journal, and Fox 2 News.
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