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How to Launch an Enterprise-Wide Content Strategy

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Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution

Published in: Marketing
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How to Launch an Enterprise-Wide Content Strategy

  1. 1. 3/23/16 How to Launch an Enterprise-Wide Content Strategy
  2. 2. Today’s Participation 2 • During today’s webinar, attendees will be in listen-only mode • If you are experiencing audio issues, please use the chat box to contact the webinar host. • Submit text questions: Q&A addressed at the end of today’s session #CisionWebinar
  3. 3. 3 Bernie Borges CEO of Find and Convert @BernieBorges Carlos Abler Leader of Content Marketing and Strategy at 3M @Carlos_Abler Caitlin Jamali Research Analyst, Cision Global Insights Today’s Presenters
  4. 4. How can brands reach the right audience with the right message at the right time? 4
  5. 5. @bernieborges THREE LENSES
  6. 6. @bernieborges 1. Corporate experience. 2. Agency experience. 3. Podcast interviewer.
  7. 7. @bernieborges DIGITAL TRANSFORMATION
  8. 8. @bernieborges The Deck is Stacked Against the Traditional Marketing Department.
  9. 9. @bernieborges Demands from the C-Suite to demonstrate ROI are at an all time high
  10. 10. @bernieborges Marketing is not the sole responsibility of a traditional marketing department.
  11. 11. @bernieborges Cross-functional marketing is not an option
  12. 12. @bernieborges THREE-LAYER FRAMEWORK FOR ORGANIZATION-WIDE MARKETING
  13. 13. @bernieborges Ice Cream Sandwich FRAMEWORK
  14. 14. @bernieborges Three characteristics to effective storytelling: 1. Authentic 2. Relevant 3. Actionable Storytelling
  15. 15. @bernieborges Skills needed: Part Quant
  16. 16. @bernieborges Skills needed: Part Crayola
  17. 17. @bernieborges It’s the role of marketing to be part networker.
  18. 18. @bernieborges It’s the role of marketing to be part detective.
  19. 19. @bernieborges It’s the role of marketing to be part journalist.
  20. 20. @bernieborges The “Marketing is Not One Department” Mindset
  21. 21. How does an enterprise business roll out a successful content strategy? 21
  22. 22. @Carlos_Abler
  23. 23. @Carlos_Abler@Carlos_Abler
  24. 24. @Carlos_Abler@Carlos_Abler
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  34. 34. @Carlos_Abler The Thought Leader The Diagnostici an The Mentor The Assistan t The Entertainer The Journalist Spiritual Advisor
  35. 35. @Carlos_Abler@Carlos_Abler
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  55. 55. @Carlos_Abler Q A, B, Q C, D, Q E, F, Q G, ,,, Visions and Roadmaps for Content/Engagement, Customer Platform and Human Resource Requirements Deploy, optimize, iterate. Walk and run states. INFORMED Engagement-Tech Requirements INFORMED Content and application initiative finalization and production requirements. INFORMED strategic plans and further opportunity extraction. Iterate Content-Product, Engagement-Tech and Organization vision.Start human resource plan Segment and portfolio-level workshops to develop preliminary engagement plans. Informs opps. plan Engagement- Tech focused workshops. Engagement- tech vision and Roadmap. Content-Product and Engagement- Vision and Road- map workshops. Title [Stakeholders identified] • Activities • Activities
  56. 56. @Carlos_Abler@Carlos_Abler
  57. 57. Understanding Your Audience and Developing Relevant Content 57
  58. 58. 58 • Curate based on: – Demographic / psychographic profile – Mindsets/Personas – Influence, Klout – Purchase Funnel – Key Stakeholders (investors, employees, partners) • Focus groups for product lines – Consumer, B2B, specific lines – Focus groups for audiences – investors, moms, students – Focus groups for PR/AR/IR – high-reach pubs, key commentators • Examine Key Groups in aggregate • Create and amplify relevant content Understanding your target audience (digital ethnographies)
  59. 59. 59 Case Study: Digital Ethnography on Moms Moms’ technology use and opinions were driven by how it benefits her family or makes her life easier. • How were moms using technology? (entertainment vs. function) • What apps were most popular and why? • Intersection of parenting and technology
  60. 60. 60 • Insights based on integrated data sets (e.g. traditional and social media channels) • Findings that connect the findings from multiple research modalities Tying multiple sources of data together to understand the big picture
  61. 61. 61 Case Study: Integrating Business Data A brand’s offer enrollment data was analyzed in conjunction with social discussion about each of the offers for a more comprehensive view of the initiative. • In most cases, buzz ranking aligned with enrollment ranking; cases where that pattern did not persist may indicate that the audience enrolling for certain types of offers were more or less active in social. • Assessment of the types of offers that were most popular (i.e. entertainment vs. technology). • Did the merchants participate to help boost participation?
  62. 62. 62 Using social to augment/align with brand tracking data Traditional survey-based trackers allow a consistent framework to monitor brand health… Positive Neutral Negative Over a 20 week period …while online listening provides a means to observe how brands are being talked about in an unfiltered environment When paired together, this ‘unfiltered’ consumer voice uncovers emerging issues not ‘asked’ about in survey research, and can also serve as a diagnostic tool bringing in an additional layer of depth.
  63. 63. 63 Case Study: Brand Health Tracking Traditional survey data noted a lift in NPS, which social insights helped explain. • What topics are driving positive discussion for the brand? Are they related to an event? • Is the conversation organic? Or are consumers reposting content? • Is there a related hashtag? Did it surface organically or is it tied to the brand?
  64. 64. Purchase Decision 64 Leveraging segmentations and customer journey frameworks to analyze what triggers move someone through the path to purchase. • Brand health attributes • Decision journey • Audience segmentations • Behavioral segments • Media Channels • Product categories • Reputation drivers • Card Members, Cardholders and Prospects • Life stages • Passions (sports, reading, fitness, gardening, etc.) • Mindsets • Seasons • Holidays • Purchase channel • Purchase categories (restaurants, shopping, donation, travel) • Advertising spots Awareness Purchase Evaluation Consideration Competitive Evaluation Customer Decision Journey
  65. 65. 65 Case Study: An insurance company would like to understand how prospects and customers discuss the purchase of long-term care insurance Key Findings: • Seeking/Exploring consumers were driven toward LTCi because of personal experience with a loved one or by advice from an advisor. Planning consumers were looking for more information and reached out to others on forums for advice. When in the Shopping/Buying stage, consumers were looking for reassurance that they were making a sound decision. • Aside from personal experience with a family member, a life event such as a marriage or the birth of a child triggered LTCi discussion. Advice from financial planners also played a role. • Some consumers who were early on their path to purchase were seeking information about costs and advice about companies. As consumers moved along in the process, some had specific questions about premiums and coverage and turned to people who had already purchased to get answers. • For some, LTCi seemed like a risky purchase if they wound up never needing long-term care. For those who were in the early stages of purchase, the intricacies of some policies were confusing.
  66. 66. Understand linkages between earned media and social Social analysis helps to demonstrate impact of news on perceptions and behaviors. See. What content is your target audience seeing? Act. What content prompts engagement? Say. What content drives discussion? What are people saying? Think. What do people think about the content they’ve seen? How does it impact perceptions? Do. What will people do/what have they done in response to what they’ve seen?
  67. 67. Conclusion 67
  68. 68. Questions & Answers 68 Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.
  69. 69. Thank you for attending! About Cision Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents: 69 100,000+ CUSTOMERS @Cision OFFICES IN: Chicago (HQ), Canada, U.K., France, Germany, Portugal, Sweden, Finland and China

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