Content Marketing At Scale Across The Enterprise: A Roadmap

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    17-Feb-2017

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<ul><li><p>#C2C16</p><p>UsingContentMarketingatScaleAcrosstheEnterprise</p><p>ArdathAlbee,CEO,MarketingInteractionsKirstenJepson,SeniorDirector,MarketStrategy,SYKES</p></li><li><p>#C2C16</p><p>LetsDefineScale</p><p>VolumeorQuantity</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>ScaleisDepth&amp;Breadth</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>DigitalRelevanceFigure10.1</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>ScaleisAboutStory</p><p>creatingvision</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>TheChaosofScaleasVolume</p><p>4Personas X 5Verticals X 12Touches</p><p>= 240 contentassetstotoucheachpersonaineachvertical1Xpermonthfor1year@ardath421|@kkjepson</p></li><li><p>#C2C16@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>ReduceVolume</p><p>IncreaseValue</p><p> Identify commonalities differences</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>Persona</p><p>Topic</p><p>IndustryUseCase</p><p>CreatePivotPlans Willthesameinfobeuseful? Howwillitchangebyindustry? Whatsarelevantillustration?</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p> 2Personas Newtitle Newintro&amp;conclusion Samebodycopy Differenttags,keywords</p><p>PersonaPivots</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>IndustryPivots</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>RevisittheMath</p><p>4Personas X 1[w/5Pivots]X12Touches</p><p>= 48 Originalcontentassets[Butyoustillget240total]</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p> WhitePapers,Webinars,ebooks,IndustryBriefs Focusondrivingconsensus Addresseachpersonainrelationtothetopic Repurposeeachpersonassectionintoablogpostorarticle Pivotforindustry</p><p>NowYouHaveSpacetoAddMoreValue</p><p>EachContentProjectCanServeasaMultiplier</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16Kapost ContentIdeaGuide</p><p>@ardath421|@kkjepson</p></li><li><p>#C2C16</p><p>PersonasareTreasureTrovesforIdeas</p><p>CostManagement</p><p>Problem</p><p>FirstContactResolution</p><p>CallCenterOps</p><p>Retentionasasourceofgrowth</p><p>CustomerExperience</p><p>Upsellduringsupport</p><p>transactions</p><p>LineofBusiness</p><p>@ardath421|@kkjepson</p></li><li><p>PRESENTEDBY</p><p>#C2C16</p><p>KirstenJepsonSYKES</p><p>ABehind-the-ScenesLookatScale</p></li><li><p>#C2C16</p><p>IndustryMessageMap BuildaPlatformDigitalSupport ChannelsCustomerExperience</p><p>InnovationFinancialServices Healthcare Retail Travel</p><p>NewLogo Growth Payer MedDevice Provider All All Cost</p><p>management Customer</p><p>Experience RevenueRetention</p><p>andGrowth</p><p> CustomerExperience</p><p> Costmanagement</p><p> Revenue RetentionandGrowth</p><p> LearningtoOutsource</p><p> Costoptimization</p><p> Changeinmemberexperience</p><p> CustomerExperience</p><p> Retention Competition BusinessProcess</p><p>Improvements Chat, digital,self</p><p>service JourneyMapping</p><p> Consolidation Moredemand Learningto</p><p>outsource</p><p> Costmanagement</p><p> Onlinesales Changingconsumer</p><p>buyingpatterns Flexibility RevGeneration Efficiency Training SMediaThreats</p><p> Recruiting agentswithspecificexperience</p><p> Training Crosssellingand</p><p>upselling Seasonality Flexibility</p></li><li><p>#C2C16</p><p>IDEAS</p></li><li><p>#C2C16</p><p>OpportunitiesinPlainSite AVisittoManila</p></li><li><p>#C2C16</p><p>MultiplyingSMEInformation</p><p> 1Phone interview 3Articles Allindustries Multiplecampaigns</p></li><li><p>CelebrateTheirContributions</p></li><li><p>#C2C16</p><p>CoordinatingAcrossTeamsContentMarketingLibrary</p></li><li><p>#C2C16</p><p>ThankYou!</p><p>ArdathAlbeeCEO,MarketingInteractionswww.marketinginterations.com</p><p>KirstenJepsonSeniorDirector,MarketStrategySYKESEnterpriseswww.sykes.com</p></li><li><p>#C2C16</p></li></ul>