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Creating Killer Content Without Creative Chaos (Workfront LEAP Users' Conference 2015)

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CREATE KILLER CONTENT WITHOUT THE CREATIVE CHAOS - Presented by RICH CARROLL, Senior Marketing Technologist, IO Integration
Get the secret to managing your marketing workflows from Workfront partner IO Integration. Learn how to audit your content and establish a content marketing hub so you can cut through the creative chaos and deliver customer experiences that are on time, in context, actionable—and awesome.

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Creating Killer Content Without Creative Chaos (Workfront LEAP Users' Conference 2015)

  1. 1. CREATE KILLER CUSTOMER EXPERIENCES Rich Carroll Solution Sales Executive
  2. 2. CREATE KILLER CUSTOMER EXPERIENCES WITHOUT CREATIVE CHAOS Get the secret to managing your marketing workflows from Workfront partner IO Integration. Learn how to audit your content and establish a content marketing hub so you can cut through the creative chaos and deliver customer experiences that are on time, in context, actionable — and awesome.
  3. 3. Rich Carroll, Solution Sales Executive Background: Over 20 years experience bringing creative technology to industries Mission: To help in-house creative teams and agencies integrate profitable technology solutions that cut creative chaos and optimize marketing performance.
  4. 4. IO Integration – Who We Are IOI is a Workfront partner and leading marketing technology integrator for the world’s top brands, retailers, and publishers. Vision: We help brands win markets and build lifelong customer relationships by integrating marketing technology solutions that deliver highly personalized, contextual customer experiences at every touchpoint.
  5. 5. Everyone wants customers that YOUR BRAND!
  6. 6. WHAT USED TO BE THIS Mass publication of content pushed to the consumer without knowing the consumer or the context HAS NO BECOME THIS Content marketing is changing rapidly. . . through technology HAS NOW BECOME THIS
  7. 7. Technology is driving new conversations . . . …with consumers across every media platform
  8. 8. Mission Tactics Measurement Customer Intelligence THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN • Represent the brand • Finding customer • Push • Mass Advertising • Demographic • Generalized content • Point in time blasts • Few isolated channels • Waterfall method • Advertising • 3rd party table • Intuitive decision making • Excitement, buzz • Represent the consumer • Find the consumer • Pull • 1:1 targeting • Behavioral • Personalized content • Continuous relationship • Exploding integration channels • Agile method • Storybuilding, content re-use • Owned big data • Fact based decision making • Engagement, revenue Marketing is transforming from unknown to known
  9. 9. You know you live in the Information Age when… Consuming Content is like a losing a Tetris battle.
  10. 10. Marketing content and data will continue to grow TB/yr 2013 2014 2018
  11. 11. And more marketing technology means ~100 ~350 ~950 2011 2012 2014 Info source: Scott Brinker JANUARY 7, 2014
  12. 12. More divergence and rapidly growing markets
  13. 13. Retail E-commerce Social Distribution Commercial Partnerships And with more channels to manage…
  14. 14. So, how can you cut through the internal creative chaos and deliver customer experiences that are on time, in context, actionable — and awesome? The right technology stack can: • Support your workflows to eliminate creative chaos for your team • Make Omnichannel marketing and killer customer experiences a reality for your brand.
  15. 15. Marketing Technology – 3 steps to Success 1. Content Audit 2. Content Marketing Hub 3. Workflow Management
  16. 16. SOFTWARE DEV MODEL Discover, Design, Deploy, Deliver
  17. 17. Discovery - Content Audit • Understand current content resources & leverage existing investments • What’s working vs. what isn’t • Key insights for developing a content strategy going forward
  18. 18. Discovery - Psychology • Open ended questions • Explain the justification • Manager free meetings • Pain points DISCOVERY
  19. 19. Discovery - Consolidation • Value of assets • Logical structure • Taxonomy
  20. 20. Discovery - IT • Email InBox Limit • FTP, WamNet, DropBox etc… • Total storage pools • Incentivize IT DISCOVERY
  21. 21. Discovery - Rights • Rights of use (chronologically, geographically or custom) • Rights of users • Permissions (owner/group/world) DESIGN
  22. 22. Discovery - Content sources and sizes • Vendors • WIP and purchased • In House • Social DISCOVERY
  23. 23. Discovery - Embargoed Assets • No is the default answer • Require more diligent oversight • Generally fluid permissions DELIVERY
  24. 24. Design - Content Marketing Hub • Facilitates Omnichannel marketing • Centralizes and automates content marketing processes • Single source of truth for assets, content, workflows • Produce>deliver>repurpose>measure>optimize
  25. 25. Deploy- Training and Documentation • Self versus vendor DEPLOY
  26. 26. Deliver - Workflow Management • Flexible business rules based solutions • Don’t solve for 100% of the user scenarios • A bad decision is better than no decision, solve today what you can and allow refinements
  27. 27. Connecting the Content Strategy to the Consumer Story MEASUREMENT Content Strategy • Media • Analytics • Research • CRM • Ingestion • Profiles “What works and why” “Tactics, timing, positioning” Content Technology • Creation • Production • Delivery • Platforms • Meta-data • Integration “How it gets executed” “Scalability, relevance, speed” Constomer Experience • Engagement • Relevance • Purchasing • Interaction • Influence • Amplification “Brand storytelling, personalization” “Message, interact, share”
  28. 28. Content Marketing Technology Vision
  29. 29. BEST PRACTICES • Centralize all media content for single point of truth for multi-channel publishing – online, offline, social, mobile, video • Integrate mktg ops/ERP/CRM/ecommerce • Focus on usability and seamless web and mobile experience • Listen and analyze content interactions, optimize • Deliver relevant, engaging and interactive content Media Asset Management Publishing / Creative All Channels OfflineOnline Consumer Experience Enabled by using smart people and smarter technology
  30. 30. Success Stories - Brand Promotion • International Sales Literature • Modules – Digital Asset Management – Translation Management – Localization Management – Workflow and Process Management – Content Management • Users – > 600 BMW, Germany
  31. 31. Success Stories Brand Experience Content Acquisition and Web Experience Video and Photo of the Day Modules • Digital Asset Management • Translation Management • Workflow and Process Management • Content Management Users • > 100 Consumer Packaged, USA GoPro
  32. 32. Partnering for Success • Experienced marketing technology partner: • Knows the technology landscape • Understands the creative process • Strategic focus

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