Content is more than just marketing and is used by companies to communicate with both internal and external audiences. The role of content has expanded beyond marketing to also include recruiting, internal communications, and customer communications. Effective content teams define their mission and create content that is authentic, differentiated, insightful, and sought after. They look for additional stories and perspectives beyond the surface and bring different parts of the organization together to develop strategic, standards-aligned content that elevates storytellers and showcases the company's full narrative.

1. Content on Fire:
Why it’s so much more than marketing
@MelissaTRomo
Global Content Director, Sage

2. “Content is the currency
companies use to
communicate with the
world; the marketing
department is just the
tip of the iceberg.”
-Sam Slaughter,
Contently

3. This is Ben.
Photo www.swimthebigblue.com

4. €
Photo www.swimthebigblue.com

5. What else is there?

6. 2013

7. 2015

8. Content in! Customers out!

9. What are we about?
?

10. cale
trategy
tandards
tory
Content as a shared service needs to deliver …

12. Recruiting
Internal Comms
Corporate Comms
Customer

13. ElevateSync Ideate Showcase
What should Content Teams do?

14. What is the content mission?

15. Authentic
Differentiated
Insightful
Sought After
Sync Ideate

16. “There’s always a story. The
mind-like-water content
creator finds the crevices
that the story flows into and
reside in.”
-Ann Handley

19. • Get down to the “what else is there?”
• Sync & ideate on each side of your content
mission
• Elevate your natural storytellers
• Showcase every facet of your narrative
In summary

20. Questions?