Case Study: How Iron Mountain Built Audience, Cultivated Trust, and Kicked Ass Through Content Strategy and Brand Storytelling
Speakers: Karen Guglielmo, Content Marketing Manager — Iron Mountain
Tricia Travaline, CMO — Skyword
Picture this: Your executive team decides, after much deliberation, to take your marketing mission global. More than that, the team wants to reorganize the marketing department, putting content–not campaigns–at the center of everything. Sounds like everything you’ve always wanted as a content marketer, right?
Then it hits you: How the heck are you going to get this done—and done right?!
For the team at Iron Mountain, a decades-old organization that knows all too well the pressures of convincing an audience to invest in a long-term solution, it meant rooting strategy in story. In this session, you'll discover the key decisions Iron Mountain made to create centers of excellence within the organization, as well as show how story inspires and drives everything they do across channels and geographies.
At the end of this session, you will be able to:
- Understand the varying degrees of content strategy sophistication, and how to move up the strategic ladder
- Learn actionable steps to develop depth and voice for brand storytelling
- Monetize your audience through a battle-tested storytelling format