Today, every brand wants to do more with the content they own. They want to share it with more people, sell it to more people, or even just engage more of their company in reading it. And, this is no short-term task. The average company is expecting to work on this for at least five years before they feel their digital content distribution strategy is solid and effective. That said, no one person or company claims to know all of the answers in generating a proven path toward success and high-value brand equity. Everyone loves to hear what others are doing and innovate off of that.
After having been on the road for three weeks, speaking with CMOs and CEOs of companies - from B2B to B2C, and across all industries and countries, I felt there were 10 pieces of advice that could help everyone accelerate their innovation, or simply gain enough courage to get started. A few people asked me to share them in a broader forum, so here they are:
Good luck! And share you stories and learnings. At this point in the digital distribution lifecycle, things are going to keep getting better and more exciting!
This column was first published Sept. 30, 2011.
Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
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