This document discusses challenges with content marketing and technology. It notes that many organizations do not have a formal content strategy and are unsure how to measure success. There are also opposing priorities between marketing and IT teams - marketing wants to move fast while IT focuses on stability. The document proposes a layered approach to content and experience management with four layers - awareness and introduction, engagement and relationships, intelligence and insight, and shared values and expectations. It provides examples of companies applying this approach and emphasizes the need for cross-functional collaboration between marketing and IT.

1. CONTENT MARKETING
T E C H N O L O G Y C H A L L E N G E S

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“inventing the shipwreck”
- Paul Virilio

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return on investment

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audience
return on investment

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building audiences

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53%“small group”
serves entire co.”
*CMI & MarketingProfs 2017 Enterprise Content Marketing Study
36%have any formal
strategy
20%committed to
the practice
57%unsure what
success is
strategic content stuck in average

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as a replacement
for advertising
or…
through a
campaign lens
…hoping for
magnetism that will route
around traditional media
through an
inbound lens
we still see content

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marketing leaders who said
they expected their.
companies to compete
“mostly on the basis of
customer experience”
content & technology are now
integral to the customer experience
89%

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We can’t help it… we’re born this way.
“Organizations that design
systems are constrained
to produce designs which
are copies of the
communications
structures of these
organizations.”
- Conway’s Law
We design strategy
not by where we want to go,
but rather where the
capabilities of technology tell
us we can go.

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CONTENT &
EXPERIENCE MANAGEMENT
PROGRAMMATIC
ADS
MOBILE
CONTENT
SEARCH AND
PAID
SOCIAL
AUDIENCE
MEASUREMENT
ANALYTICS
AND
DASHBOARDS
SFA
ECOMMERCE
CATALOGS
AND
MARKETING
EDITORIAL
WORKFLOW
&
CALENDARS
RETAIL
AND PROXIMITY
CONTENT
DMPs
TAG
MANAGEMENT

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REDUCE PIT
STOPS
Create sound
reliable content
strategies, while
supporting efficiency,
scalability and
security
- TECHNOLOGISTS
PIT FAST
Iterate at the pace
of fashion, and
change out
equipment based
on current
conditions.
- MARKETING
two opposing race strategies

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the result - technology
“Why do we have to use
the enterprise CMS to
manage the blogs?”
“What do you mean
GDPR and privacy
concerns? Sales needs
this.”
IT (Technogy) is a land of “no”
and continually struggles for
stability and usage of
technology investment.
MARKETING struggles to move
fast, routes around IT and is in
constant software
implementation

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the result - content strategy
We should be trying to
move content creation as
close to the customer as
we possibly can!
Centralizing a content strategy
tries to pull the creation and
management of content as far
inside as possible, to limit the
number of creators, managers
and “speakers”.

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solution: a layered approach

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solution: built
to change
A layered approach that helps
us to become agile, move the
customer experience creation
as close to the customer as
possible, while we maintain
the balance of scale and
efficiency.
1. Experience Management:
Awareness & Introduction
2. Engagement & Relationships
Engagement Management
3. Intelligence & Insight
Core Data Management
4. Shared Values & Expectations

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Content-driven experiences are today’s
“media buy”; flexible, lightweight & even
disposable
Focus: speed, ease of implementation &
management
Tech team should be worried least
about this layer
Shared Vision: Must have the ability to
communicate to optimization and
engagement.
awareness & introduction

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$1 Trillion under management.
Digital magazine is focused on inspiring
subscribers – learning.
The “gateway into CG’s philosophy.”
The audience IS the asset they are building.
Technology – started light but sophisticated.
The ability to connect subscribers into insight
and content consumption -
NOW moving into the next layer…
capital group

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Focus: optimization of content
experiences for delight and conversion
Process and data collection capabilities
are needed here
Measure twice and cut once
Marketing must be careful to know
process intimately here. More
consideration to workflow, data and
governance
engagement & relationships

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$7 billion - medical devices company
New owned media thought leadership to HCP’s
Delivery of core data, content consumption and
data-enriched leads to sales.
Help and integration with other learning
platforms already in place.
Technology – enterprise CMS, with added
marketing automation and API’s into LMS
systems.
NOW moving into the next layer…
zimmer biomet

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Conversation should be focused on
delighting known audiences and delivery of
consistent, effective scale
Cross-functional data usage is a must here.
Careful attention to use of data and dynamic
presentation of content-driven experiences
to create easy, valuable experience for
customers
Tech and Marketing MUST walk hand in
hand here, driven by integration
intelligence & insight

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Less a focused conversation and
instead – an attribute of the other
three.
IT must beyond the “we already
have a tool for that” and marketing
must move beyond “I need it
yesterday.”
It’s not just understanding each
other’s strategy, it’s developing a
one cohesive understanding
shared values - exceeding expectations

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1. Validate Your Need - Yes, Really.
2. Compile Your Business Requirements.
3. Determine Focal Needs (the layered discussion).
4. Create Your Technology Shortlist - More than 5? Go back to 3.
5. Create A Service Provider List (yup, you’re not the experts).
6. Conduct Information Exchanges (yes, before the RFP).
7. Conduct RFP - Scenario Based.
8. Proof of Concept (depending on level).
9. Choice will be obvious.
How to begin…

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“Believe In The Ship”

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THANK YOU
ReturnOnAudience.com