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When Susan Campbell (LinkedIn | Twitter) first started creating content for Panasonic USA, it was mostly just email pieces that stood on their own. But as she went deeper into developing content, she realized how much more powerful it could be when it was integrated with what everyone else on the marketing team was doing.

As Marketing Group Manager, she now is in a position to make sure that communications, SEO, email marketing, social media, and every part of her marketing organization is aligned behind the content marketing strategy and sharing the same key messages. On this episode of Marketing Trends, she shares how alignment can lead to a unified customer journey that leads to better results.

Key Quotes

“It wasn’t until we came together as an internal group and our agency partners coming out of our silos and said, let’s work across the customer experience and focus on the customer, that we really started to see content be that fuel.”

“Getting into content marketing and having a deeper knowledge of what our customers are going through has helped us develop more content. Because, once you get into that storyline and you understand your customers’ job, there is so much more to write about.”

“If we want to be integrated marketers and have a unified customer journey, we had to be an integrated marketing team regardless of what organization structure existed.”


Susan Campbell is a marketing leader with expertise in marketing communications and digital strategy development for global brands. She currently serves as a marketing group manager for the Toughbook division of Panasonic USA. Previously she served as the Director of North America Marketing for Motorola and the Group Director of Marketing Communications for AT&T.

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