Creating Killer Content Without Creative Chaos (Workfront LEAP Users' Conference 2015)
-
Upload
jill-talvensaari -
Category
Marketing
-
view
175 -
download
1
Transcript of Creating Killer Content Without Creative Chaos (Workfront LEAP Users' Conference 2015)
CREATE KILLER CUSTOMER EXPERIENCES
Rich CarrollSolution Sales Executive
CREATE KILLER CUSTOMER EXPERIENCES WITHOUT CREATIVE CHAOSGet the secret to managing your marketing workflows from Workfront partner IO Integration. Learn how to audit your content and establish a content marketing hub so you can cut through the creative chaos and deliver customer experiences that are on time, in context, actionable — and awesome.
Rich Carroll, Solution Sales Executive
Background: Over 20 years experience bringing creative technology to industries
Mission: To help in-house creative teams and agencies integrate profitable technology solutions that cut creative chaos and optimize marketing performance.
IO Integration – Who We Are
IOI is a Workfront partner and leading marketing technology integrator for the world’s top brands, retailers, and publishers.
Vision: We help brands win markets and build lifelong customer relationships by integrating marketing technology solutions that deliver highly personalized, contextual customer experiences at every touchpoint.
Everyone wants customers that
YOUR BRAND!
WHAT USED TO BE THIS
Mass publication of content pushed to the consumer
without knowing the consumer or the context
HAS NO BECOME THIS
Content marketing is changing rapidly. . . through technology
HAS NOW BECOME THIS
Technology is driving new conversations . . .
…with consumersacross every
media platform
Mission
Tactics
Measurement
Customer
Intelligence
THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN
•Represent the brand
•Finding customer
•Push
•Mass Advertising
•Demographic
•Generalized content
•Point in time blasts
•Few isolated channels
•Waterfall method
•Advertising
•3rd party table
•Intuitive decision making
•Excitement, buzz
• Represent the consumer
• Find the consumer
• Pull
• 1:1 targeting
• Behavioral
• Personalized content
• Continuous relationship
• Exploding integration channels
• Agile method
• Storybuilding, content re-use
• Owned big data
• Fact based decision making
• Engagement, revenue
Marketing is transforming from unknown to known
You know you live in the Information Age when…
Consuming Content
is like a losing a Tetris battle.
Marketing content and data will continue to grow
TB/yr
2013 2014 2018
And more marketing technology means
~100 ~350 ~950
2011 2012 2014
Info source: Scott Brinker JANUARY 7, 2014
More divergence and rapidly growing markets
Retail
E-commerce
Social
Distribution
Commercial Partnerships
And with more channels to manage…
So, how can you cut through the internal creative chaos and deliver customer experiences that are on time, in context, actionable — and awesome?
The right technology stack can:• Support your workflows to eliminate creative chaos
for your team
• Make Omnichannel marketing and killer customer experiences a reality for your brand.
Marketing Technology – 3 steps to Success
1. Content Audit
2. Content Marketing Hub
3. Workflow Management
SOFTWARE DEV MODELDiscover, Design, Deploy, Deliver
Discovery - Content Audit
• Understand current content resources & leverage existing investments
• What’s working vs. what isn’t
• Key insights for developing a content strategy going forward
Discovery - Psychology
• Open ended questions
• Explain the justification
• Manager free meetings
• Pain points
DISCOVERY
Discovery - Consolidation
• Value of assets
• Logical structure
• Taxonomy
Discovery - IT
• Email InBox Limit
• FTP, WamNet, DropBox etc…
• Total storage pools
• Incentivize IT
DISCOVERY
Discovery - Rights
• Rights of use (chronologically, geographically or custom)
• Rights of users
• Permissions (owner/group/world)
DESIGN
Discovery - Content sources and sizes
• Vendors
• WIP and purchased
• In House
• Social
DISCOVERY
Discovery - Embargoed Assets
• No is the default answer
• Require more diligent oversight
• Generally fluid permissions
DELIVERY
Design - Content Marketing Hub
• Facilitates Omnichannel marketing
• Centralizes and automates content marketing processes
• Single source of truth for assets, content, workflows
• Produce>deliver>repurpose>measure>optimize
Deploy- Training and Documentation
• Self versus vendor
DEPLOY
Deliver - Workflow Management
• Flexible business rules based solutions
• Don’t solve for 100% of the user scenarios
• A bad decision is better than no decision, solve today what you can and allow refinements
Connecting the Content Strategy to the Consumer Story
MEASUREMENT
Content Strategy
•Media
•Analytics
•Research
•CRM
•Ingestion
•Profiles
“What works and why”
“Tactics, timing, positioning”
Content Technology
•Creation
•Production
•Delivery
•Platforms
•Meta-data
•Integration
“How it gets executed”
“Scalability, relevance, speed”
Constomer Experience
•Engagement
•Relevance
•Purchasing
•Interaction
•Influence
•Amplification
“Brand storytelling, personalization”
“Message, interact, share”
Content Marketing Technology Vision
BEST PRACTICES
• Centralize all media content for single point of truth for multi-channel publishing – online, offline, social, mobile, video
• Integrate mktg ops/ERP/CRM/ecommerce
• Focus on usability and seamless web and mobile experience
• Listen and analyze content interactions, optimize
• Deliver relevant, engaging and interactive content
Media Asset
Management
Publishing /
Creative
All Channels
OfflineOnline
Consumer Experience
Enabled by using smart people and smarter technology
Success Stories - Brand Promotion
• International Sales Literature
• Modules
– Digital Asset Management
– Translation Management
– Localization Management
– Workflow and Process Management
– Content Management
• Users
– > 600
BMW, Germany
Success Stories Brand Experience
Content Acquisition and Web Experience
Video and Photo of the Day
Modules
• Digital Asset Management
• Translation Management
• Workflow and Process Management
• Content Management
Users
• > 100
Consumer Packaged, USA
GoPro
Partnering for Success
• Experienced marketing technology partner:
• Knows the technology landscape
• Understands the creative process
• Strategic focus