Content Marketing At Scale Across The Enterprise: A Roadmap

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    17-Feb-2017

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#C2C16UsingContentMarketingatScaleAcrosstheEnterpriseArdathAlbee,CEO,MarketingInteractionsKirstenJepson,SeniorDirector,MarketStrategy,SYKES#C2C16LetsDefineScaleVolumeorQuantity@ardath421|@kkjepson#C2C16ScaleisDepth&Breadth@ardath421|@kkjepson#C2C16DigitalRelevanceFigure10.1@ardath421|@kkjepson#C2C16ScaleisAboutStorycreatingvision@ardath421|@kkjepson#C2C16TheChaosofScaleasVolume4Personas X 5Verticals X 12Touches= 240 contentassetstotoucheachpersonaineachvertical1Xpermonthfor1year@ardath421|@kkjepson#C2C16@ardath421|@kkjepson#C2C16ReduceVolumeIncreaseValue Identify commonalities differences@ardath421|@kkjepson#C2C16PersonaTopicIndustryUseCaseCreatePivotPlans Willthesameinfobeuseful? Howwillitchangebyindustry? Whatsarelevantillustration?@ardath421|@kkjepson#C2C16 2Personas Newtitle Newintro&conclusion Samebodycopy Differenttags,keywordsPersonaPivots@ardath421|@kkjepson#C2C16IndustryPivots@ardath421|@kkjepson#C2C16RevisittheMath4Personas X 1[w/5Pivots]X12Touches= 48 Originalcontentassets[Butyoustillget240total]@ardath421|@kkjepson#C2C16 WhitePapers,Webinars,ebooks,IndustryBriefs Focusondrivingconsensus Addresseachpersonainrelationtothetopic Repurposeeachpersonassectionintoablogpostorarticle PivotforindustryNowYouHaveSpacetoAddMoreValueEachContentProjectCanServeasaMultiplier@ardath421|@kkjepson#C2C16Kapost ContentIdeaGuide@ardath421|@kkjepson#C2C16PersonasareTreasureTrovesforIdeasCostManagementProblemFirstContactResolutionCallCenterOpsRetentionasasourceofgrowthCustomerExperienceUpsellduringsupporttransactionsLineofBusiness@ardath421|@kkjepsonPRESENTEDBY#C2C16KirstenJepsonSYKESABehind-the-ScenesLookatScale#C2C16IndustryMessageMap BuildaPlatformDigitalSupport ChannelsCustomerExperienceInnovationFinancialServices Healthcare Retail TravelNewLogo Growth Payer MedDevice Provider All All Costmanagement CustomerExperience RevenueRetentionandGrowth CustomerExperience Costmanagement Revenue RetentionandGrowth LearningtoOutsource Costoptimization Changeinmemberexperience CustomerExperience Retention Competition BusinessProcessImprovements Chat, digital,selfservice JourneyMapping Consolidation Moredemand Learningtooutsource Costmanagement Onlinesales Changingconsumerbuyingpatterns Flexibility RevGeneration Efficiency Training SMediaThreats Recruiting agentswithspecificexperience Training Crosssellingandupselling Seasonality Flexibility#C2C16IDEAS#C2C16OpportunitiesinPlainSite AVisittoManila#C2C16MultiplyingSMEInformation 1Phone interview 3Articles Allindustries MultiplecampaignsCelebrateTheirContributions#C2C16CoordinatingAcrossTeamsContentMarketingLibrary#C2C16ThankYou!ArdathAlbeeCEO,MarketingInteractionswww.marketinginterations.comKirstenJepsonSeniorDirector,MarketStrategySYKESEnterpriseswww.sykes.com#C2C16