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.
Most organizations are siloedNow even within marketing
Most organizations realizethese silos are inefﬁcient, atbest, and want to transform
B2C & B2B processes for CXMshare a vision, but are moredifferent than alike
Marketing doesn’t really need orwant any more technology
WEB SOCIAL CRM BRAND EMKTG PRWebsiteContentSEOTraﬃcSEOLeadsFacebookTwitterLILikesFollowersTwitterCRMCommunityTVRADIOStrategy????BlogEmailContentWorkingon itPressNewsroomEarnedMediaNotFortune 500 Insurance Company
!Uniﬁed!Content!Process!!Social!Brand!Social!CRM!Brand!Web!Team!E:Marke<ng!Public!Rela<ons!Can you re-align content engagement as centralizing forceFind new, cross-functional roles within each teamCentralize content/experience strategyMeasurement aligned for content, not teams.
“A fragmented approach tocontent leads to inconsistentmessaging; huge variations invoice, tone, brand, andmessaging; and an inconsistentcustomer experience.”Rebecca Lieb
data in hand is used to optimizetransactions - not create relationshipsIt’s the engagement that’s important,systems can come with time.
“We delegate what’suncomfortable. Processmakes us comfortable,organized and scalable. Butdo we need to pit it againstcreativity?We require mental andphysical space for ideas tobe shaped, shared, iterated,stomped to smithereens andreiterated.”- Beth ComstockCMO, GE
I was either going tohave to spend 2 Yearsteaching our agenciesand structuring theprocess to do this.Or, I could give it awayand get straight towork.” -‐ J. Mildenhall
Jonathan MildenhallVP, Worldwide CreativeCoca Cola