Adweek has an article on WWE Chief Brand Officer Stephanie McMahon speaking at Thursday's ANA Masters of Marketing conference in Orlando. Stephanie talked about how WWE has leveraged its content to build a loyal and massive fanbase, pointing to three keys to their marketing success - a content-first approach, pop culture & brand integration, and giving back.
Regarding content, Stephanie said:
"You want content that's relatable, genuine, authentic and resonates with your consumer. They have to have a reason to care. If we're doing our jobs right, you become invested in our characters' tragedy and triumph."
"I wear many hats," she laughed. "I play a villain, so when I hear people booing me on TV, it's good. I love it."
Stephanie said the pop culture & brand integrations have to be authentic, such as using celebrities on WWE TV. She used Jon Stewart's SummerSlam appearance as an example, saying he had "a whole lot of fun" doing it.
Stephanie also commented on WWE giving back through anti-bullying campaigns and other WWE Community efforts:
"It's important for us to give back to the community and put smiles on our fans' faces, and create memories for them."