Agile Content Creators : Carole Lamarque
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Transcript of Agile Content Creators : Carole Lamarque
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How to become Agile Content Publishers?
Carole Lamarque
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8 TALENTVOLLE DUIZENDPOTEN
Carole Tone Pete Phil Oliver Joeri Lander
Managing Partner
Executive Producer
Performance MarketeerChief
Studio
Creative Technologist
Strategic Marketing Director
Client Service Director
Campaign Manager
Arno
@caroberry [email protected] T. +32 3 345 03 82
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GASTSPREKER: CAROLE LAMARQUE
M +32 478 33 7000
@caroberry
@caroberry Carole Lamarque
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WE LIVE IN A NEW WORLD
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BRANDS BECAME CONTENT PUBLISHERS
Brands evolved from classical advertising to digital content publishing
classical advertising content publishing
@caroberry [email protected]
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WE LIVE IN A NEW WORLD
The number of publications in avg campaigns skyrocketed
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WE LIVE IN A NEW WORLD
They stay in continuous campaign mode
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WE LIVE IN A NEW WORLD
They need to manage intensive content flows
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CUSTOMERS ARE VOLATILE
Customer experiences are more and more
fragmented
They have more channels
available then ever before
Customer behaviour
became more unpredictable
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CHALLENGES FOR BRANDSBuild reach, not just buy reach
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CHALLENGES FOR BRANDSStruggle for relevancy
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CHALLENGES FOR BRANDSCapitalize on trends and actuality
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CHALLENGES FOR BRANDSManage multiple channels efficiently
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CHALLENGES FOR BRANDSKeep intensive content flows affordable
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CHALLENGES FOR BRANDSGo beyond engagement
and build conversion
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AGILE CONTENT PUBLISHING
Part of the solution
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AGILE CONTENT PUBLISHING
Introduce agile framework in content publishing
agile framework content publishing
@caroberry [email protected]
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AGILE CONTENT PUBLISHING
WORKING AGILE MEANS FOLLOWING AN ITERATIVE AND INCREMENTAL PROCESS:
start with something simple, understand that it needs improvement, and continuously make those improvements based on customer feedback. The agile principle originated in the world of software development.
@caroberry [email protected]
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HOW BECOME AGILE CONTENT PUBLISHER?
Needs:
Agile content framework Agile content team
1 2
@caroberry [email protected]
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• Gather data, customer insights • Start with a content flow, but understand it needs improvement
Most campaigns start with expert opinion Agile content is built around customer feedback
1. RESEARCH
@caroberry [email protected]
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1. RESEARCH
Agile strategy also works for big coöperations Case mockup testing (ex. Niko Roomsolutions)
@caroberry [email protected]
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Be fast & flexible • progress in sprints, not just in deliverables • editorial meetings weekly/monthly • produce short term content calendars
(calendar no longer then 1 quarter)
2. RELEASE
@caroberry [email protected]
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2. RELEASE
2
Stay affordable • hero - hub - hygiëne
principle
Hero
entertain and inspirewith emotional storytelling
promoted through advertising
Hub
regularly updateddestinations full of
valuable and engagingcontent worth returningto subscribe -like -follow
Help
educate by answeringquestions foundthrough search
@caroberry [email protected]
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2. RELEASE
Currentimage
Perception
Time
content
content
content
Futureidentity
Content as a bridge to consideration & understanding
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Stay affordable • hero - hub - hygiëne
principle
@caroberry [email protected]
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2. RELEASE
Content distribution strategies that stick Meet different consumers needs with Hero,
Hub & Help
Hero
entertain and inspirewith emotional storytelling
promoted through advertising
Hub
regularly updateddestinations full of
valuable and engagingcontent worth returningto subscribe -like -follow
Help
educate by answeringquestions foundthrough search
2
Stay affordable • hero - hub - hygiëne
principle
@caroberry [email protected]
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2. RELEASE
Keep your content flows affordable by creating a healthy mix of high-profile content (Hero) and content to support (Hub, Help)
marketing messages.
2
Stay affordable • hero - hub - hygiëne
principle
@caroberry [email protected]
Hero
entertain and inspirewith emotional storytelling
promoted through advertising
Hub
regularly updateddestinations full of
valuable and engagingcontent worth returningto subscribe -like -follow
Help
educate by answeringquestions foundthrough search
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2. RELEASE
3Be efficiënt • create reusable content
formats • use storytelling frameworks
@caroberry [email protected]
HERO
HUB
HELP
Through the smart use of reusable formats and storytelling-frameworks, the agile content team realizes impactful
publications, quickly and efficiently.
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3. OPTIMISE
Realtime customer interaction 1. customer feedback 2. conversation management 3. online surveying
@caroberry [email protected]
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4. CONNECT
Optimised content becomes magnetic now go beyond engagement and implement activation programs that stimulate lead generation (= inbound marketing, funnel)
@caroberry [email protected]
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AGILE CONTENT TEAM
3
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CASE EXAMPLEcontent plan
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Inspire. Educate. Accelerate.
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@caroberry [email protected] T. +32 3 345 03 82
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Hier konden we écht groeien en worden wat we wilden zijn
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WIJ WERKEN VOOR
entertainment
retaile-commerce
fmcg energie consumer electronics
verzekeringen geneesmiddelen
@caroberry [email protected]