My talk for SDL's Innovate ( #SDLInnovate ) conference in San Jose. I discuss how content can be a centralizing force to content marketing, context is the new CMO mandate - and the embrace of context can actually be a smart way to construct a process for driving better customer experiences.

4. @Robert_Rose

5. We can skip this part, right?
Growth, fragmentation, multiple channels...

6. The true challenge is the pressure of executing fast
and chaotic change while simultaneously delivering
increasingly profitable, data-driven results.

7. CMO’s feel
the pressure
“on the clock”

8. CMO’s feel
they don’t
have the right
people

9. CMO’s feel
unready for
technology
... and yet...

10. “Creating customer
experiences with
content will have
huge effect. We
have to figure out
how to stay
relevant and
engaging.”
CMO
Fortune 500 CPG Company

11. They’re not
unaware.
They’re just
wrong.

12. Who’s afraid of the marketing hipster?

14. A centralizing, grounding force.

15. Most organizations are siloed
Now even within marketing

16. Most organizations realize
these silos are inefficient, at
best, and want to transform

17. B2C & B2B processes for CXM
share a vision, but are more
different than alike

18. Marketing doesn’t really need or
want any more technology

19. WEB SOCIAL CRM BRAND EMKTG PR
Website
Content
SEO
Traffic
SEO
Leads
Facebook
Twitter
LI
Likes
Followers
Twitter
CRM
Community
TV
RADIO
Strategy
????
Blog
Email
Content
Working
on it
Press
Newsroom
Earned
MediaNot
Fortune 500 Insurance Company

20. !Unified!
Content!
Process!
!Social!
Brand!
Social!
CRM!
Brand!
Web!
Team!
E:
Marke<ng!
Public!
Rela<ons!
Can you re-align content engagement as centralizing force
Find new, cross-functional roles within each team
Centralize content/experience strategy
Measurement aligned for content, not teams.

21. “A fragmented approach to
content leads to inconsistent
messaging; huge variations in
voice, tone, brand, and
messaging; and an inconsistent
customer experience.”
Rebecca Lieb

22. We Forgot Marketing.....

23. Build your content and experience power
grid, one house, one street at a time.

24. An experience, and content imperative

25. Everything
our CMS
doesn’t
do
What we
wish a CMS
would
do
The
sexy, cool
vendor
new features
How marketers purchase content technology
THE
SPREADSHEET

26. CMS
Doesn’t
Do
Wish
List
Sexy, Cool
New Features
We’ll wait
for Phase 2
on this.
Our rationalization
for purchase
We don’t
understand
this stuff
How marketers purchase content technology

27. All WCMS Fail
All SOE’s will FAIL
Implementation
focused on change is critical
CREATE: CONTEXTUAL CONTENT
DELIVER: CONTEXTUAL EXPERIENCES

28. Technology optimizes experience. Understanding the
audiences enables optimization of content.

29. Reviewing content and contextual experiences

30. CMO’s depend solely on marketing
research and competitive
benchmarketing.

31. Solely using data in aggregate to optimize
experiences, only perpetuates biases
you may already have built in.

32. AMBIENT CONTEXT: Just be observant...
CONTENT NEEDS: Insight

34. IMPLICIT CONTEXT: Infer from behavior
CONTENT NEEDS: Empathy

35. Financial Services Consultancy
Engagement or frustration?
Long form or short form content?
SOLUTION: Understand audience needs and
deliver appropriate content to appropriate channel

36. EXPLICIT CONTEXT: Noting/Listening To Preferences
CONTENT NEEDS: Intimacy

37. • Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*
• Visited*30*Customers*in*10*ci?es*over*12*Weeks**
• NOT*About*Product*–*About*Connec?on*
• Discoveries*Galore…*Photos*Galore…*Stories*Galore…*
• They*didn’t*care*about*75%*the*stuff*we*were*talking*about.*
• Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*
One innovative example…!

38. Investing in creative uncertainty

39. data in hand is used to optimize
transactions - not create relationships
It’s the engagement that’s important,
systems can come with time.

40. “We delegate what’s
uncomfortable. Process
makes us comfortable,
organized and scalable. But
do we need to pit it against
creativity?
We require mental and
physical space for ideas to
be shaped, shared, iterated,
stomped to smithereens and
reiterated.”
- Beth Comstock
CMO, GE

41. I was either going to
have to spend 2 Years
teaching our agencies
and structuring the
process to do this.
Or, I could give it away
and get straight to
work.”
-­‐
J.
Mildenhall

42. Jonathan Mildenhall
VP, Worldwide Creative
Coca Cola

43. What Is Your 10%

44. Thanks....