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WHY A CONTENT
PUBLISHING PROCESS
Corresponds to Video Version
Contains extensive builds with audio
Download and play as sl...
• Content must be relevant to each buyer
and their situation, vs. “one size fits all”
• Content must educate, create a vis...
Content must be relevant
“Re-orient your marketing thinking to guide prospects
through their education and discovery process by
understanding and p...
Results in high volume of
content that threatens budgets
or content availability
Blogs
PR
Events
Speaking Engagements
Videos
Social Media
Webinars & Live Web Meetings
Mobile Delivery
Website / Landing Pa...
1. Quality
2. Time
3. Cost
4. Volume
5. Relevance
6. Maintain Share & Re-use
7. Foreign languages
Who will create this con...
How the "publishing operations
model" differs from the traditional
"point production" model
Create
Traditional, “Point Production” Process
Centralized, Outsourced, Event Driven, “Random Acts”
(Digital Asset Managem...
Structured Content Publishing Program
Project Plan
Core Deliverables
Plus Content Extensions
Edit
Transcribe
Create “Conte...
Explain &
Prove
Value
Customer
Stories
Content
Categories
Attention &
Interest
Generation
Education
Nurturing
Support
Esta...
Content Production Project
Mid Stage
• Lead Nurturing
• Educate
• Influence Criteria
Active Decision
• Sell
• Prove Value
...
A “PUBLISHING OPERATIONS MODEL”
Press Play Button
CREATE &
PRODUCE
ASSEMBLE &
DELIVER
PLAN &
ACQUIRE
Manage
Organize &
Deploy
Separate 4 core content creation functions
Cus...
CREATE &
PRODUCE
ASSEMBLE &
DELIVER
PLAN &
ACQUIRE
Manage
Organize &
Deploy
Separate content creation functions
Re-purpose...
FOR EACH CONTENT PROJECT
CREATE FOR MULTIPLE:
PERSONAS, STAGES, FORMATS
Press Play Button
Buyer Questions
Trends
Insights / Ideas
Best Practices
Applications
Business Case
---------------
POV / Vision
Solution Ca...
Persona
B2B Content Mapping Framework
Symptoms /
Causes
Implications /
Impact
Why Change?
Why Now?
Why You?
-------------
...
B2B Content Mapping Framework
Symptoms /
Causes
Implications /
Impact
Why Change?
Why Now?
Why You?
-------------
Strategi...
The Big WHY?
Must find a way to produce greater volume, faster, preserving
quality, accommodating relevance requirements, ...
Contact us at 508.397.7059
We would
welcome
an introductory conversation
Visit us at www.Avitage.com
Avitage Point of View on Content Publishing Operations - Slide version
Avitage Point of View on Content Publishing Operations - Slide version
Avitage Point of View on Content Publishing Operations - Slide version
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Avitage Point of View on Content Publishing Operations - Slide version

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This provides a comprehensive introduction to our view on content publishing operations to support content marketing, demand management (lead nurturing), sales enablement and sales channel support initiatives.

It is the same content as the accompanying video.

Topics include: Why Content Publishing, Content Requirements and Challenges marketer face, How a Publishing Process differs from the traditional Production process marketers use, A Specific Content Project Example, A Model for Applying the Publishing Process to All Content Projects.

Published in: Business, Technology, Education
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Avitage Point of View on Content Publishing Operations - Slide version

  1. 1. WHY A CONTENT PUBLISHING PROCESS Corresponds to Video Version Contains extensive builds with audio Download and play as slideshow for best results
  2. 2. • Content must be relevant to each buyer and their situation, vs. “one size fits all” • Content must educate, create a vision and inspire vs. pitch features and benefits • This means a dramatic increase in the volume of content to create which breaks down with traditional approaches • We must reduce the burden on subject experts (SMEs) and change their role in creating content • Content creation must become a planned asset development and maintenance process vs. an event driven, “one-and- done” approach • Content creation is moving from centralized, “professional” creators to “new producers” all over the organization and beyond who must be supported to realize quality, consistent and efficient results • Organizations must flatten the cost curve, especially if they apply traditional approaches to new requirements • Content must be created for sharing and re-use at the “modular” level, not just as finished programs • Content must be flexible enough to be used in multiple delivery channels. Why a content publishing process? New requirements and realities
  3. 3. Content must be relevant
  4. 4. “Re-orient your marketing thinking to guide prospects through their education and discovery process by understanding and presenting the exact information they need at each step.” Steven Woods, Digital Body Language S T O R Y Audience Roles Stages of Buying/ Selling Process Competitive Options Industry Differences Specific Needs and Issues Different Use Cases 45 = 1024 “documents” X 3-5 “touches”
  5. 5. Results in high volume of content that threatens budgets or content availability
  6. 6. Blogs PR Events Speaking Engagements Videos Social Media Webinars & Live Web Meetings Mobile Delivery Website / Landing Pages Product / Solution Briefs Emails / Email Campaigns Research Reports Case Studies E-book / White Papers Articles Newsletters Presentations & Briefings Training Customer Communications Lead Nurturing Lead Generation Delivery Methods Purposes
  7. 7. 1. Quality 2. Time 3. Cost 4. Volume 5. Relevance 6. Maintain Share & Re-use 7. Foreign languages Who will create this content? Traditional production methods: • expensive, • require too much lead time • result in single purpose, "point productions“ The ad hoc crafts of individuals leads to inconsistencies, variations in quality and hidden costs. WHY? New operational challenges Must optimize ALL factors
  8. 8. How the "publishing operations model" differs from the traditional "point production" model
  9. 9. Create Traditional, “Point Production” Process Centralized, Outsourced, Event Driven, “Random Acts” (Digital Asset Management) Sales Marketing ChannelTraining Finished Programs Content Publishing Program Re-engineer: Thinking – Process – Technology – People Deliver • Website • Campaigns • Events • Training • Marketing • Sales • Live • On-Demand Manage/ Deploy • CMS • Doc Mgmt System • Mktg Automation PortalPortalLMS Manage/ Organize Pre-produced Modular Communication Assets PowerPoint – Audio – Video – Related Docs – Scripts Organized by Functional Taxonomies Traditional Process • Live • On-Demand Publishing Process
  10. 10. Structured Content Publishing Program Project Plan Core Deliverables Plus Content Extensions Edit Transcribe Create “Content Source” Other content SME in audio Visuals Acquire Create Visual support Copy & Audio Graphics Delivery methods Assemble & Deliver Tailor Content Inventory DAM Organize Modules Maintain Deploy & Database Documented Content Strategy, Plans, Proces s & Frameworks Track, Measure & Improve
  11. 11. Explain & Prove Value Customer Stories Content Categories Attention & Interest Generation Education Nurturing Support Establish Buying Criteria Competitive Positioning Technical & Process Explanations Key Issues & Themes Message Maps By Stage, Rol es, Industr y Key Customer Proof Points Develop Core Storylines Value Model Align Capabilities to Causes Key Buying Criteria Generic vs. Differentiated Value How do you message value? How do you demonstrate value? Competitive Landscape Buying Process Customer Questions & Info Rqmts Communication Audit Document Stages People Map / Personas Beliefs Urgency Problems / Causes Segments Ideal Customer Profile Blueprint for content creation Create for multiple use cases & formats Prioritize content creation requirements Clarify & identify gaps Monitor & evolve over time
  12. 12. Content Production Project Mid Stage • Lead Nurturing • Educate • Influence Criteria Active Decision • Sell • Prove Value • Explain Differentiation Source for content narrative - 2-3 hrs interview inputs - 1-2 hrs review + edit 2- 4 pcs for early stage 2- 6 pcs for mid stage 4- 10 pcs for active stage x 3 + roles 10- 30 Content Elements + Multiple formats + Content Source + Re-usable modular content + media assets Output Primary contributor / content creator - Days of input - Days of delay 1 finished “point production” Output Early Stage • Lead Gen • Attention • Awareness Buying Stage Buyer Role Buyer Role 1 Buyer Role 2 Buyer Role 3 From To SME/Customer Inputs • Product launch • Marketing campaigns • White papers • Webinars • Customer stories • Events
  13. 13. A “PUBLISHING OPERATIONS MODEL” Press Play Button
  14. 14. CREATE & PRODUCE ASSEMBLE & DELIVER PLAN & ACQUIRE Manage Organize & Deploy Separate 4 core content creation functions Customer & Content Frameworks
  15. 15. CREATE & PRODUCE ASSEMBLE & DELIVER PLAN & ACQUIRE Manage Organize & Deploy Separate content creation functions Re-purpose, refresh & maintain assets Organize for use case versions
  16. 16. FOR EACH CONTENT PROJECT CREATE FOR MULTIPLE: PERSONAS, STAGES, FORMATS Press Play Button
  17. 17. Buyer Questions Trends Insights / Ideas Best Practices Applications Business Case --------------- POV / Vision Solution Capabilities Examples Customer Stories Compete / Compare Value Deployment Status Quo Priority Shift Research Options Step Back Validate Choose Buyer Roles on the People Map Short text Long text Video Graphic Webinar Collateral Email, Landing Page, Micro Site Demo Awareness Understanding Urgency Buying Criteria Preference Referral Decision Behavior ChangePersona B2B Content Mapping Framework Symptoms / Causes Implications / Impact Why Change? Why Now? Why You? ------------- Strategic Technology Change Mgmt Risk Financials – ROI, TCO, Cash Flow Problems / Factors Issue / MessageStage Format Outcome / Action
  18. 18. Persona B2B Content Mapping Framework Symptoms / Causes Implications / Impact Why Change? Why Now? Why You? ------------- Strategic Technology Change Mgmt Risk Financials – ROI, TCO, Cash Flow Problems / Factors Issue / MessageStage Format Outcome / Action Production Process Buyer Questions Trends Insights / Ideas Best Practices Applications Business Case --------------- POV / Vision Solution Capabilities Examples Customer Stories Compete / Compare Value Deployment Status Quo Priority Shift Research Options Step Back Validate Choose CEO + VP Mktng Demand M Field Mkt VP Sales Channel LOB / User Operations Short text Long text Video Graphic Webinar Collateral Email, Landing Page, Micro Site Demo Awareness Understanding Urgency Buying Criteria Preference Referral Decision Behavior Change
  19. 19. B2B Content Mapping Framework Symptoms / Causes Implications / Impact Why Change? Why Now? Why You? ------------- Strategic Technology Change Mgmt Risk Financials – ROI, TCO, Cash Flow Problems / Factors Buyer Questions Trends Insights / Ideas Best Practices Applications Business Case --------------- POV / Vision Solution Capabilities Examples Customer Stories Compete / Compare Value Deployment Issue / Message Status Quo Priority Shift Research Options Step Back Validate Choose Stage CEO + VP Mktng Demand M Field Mkt VP Sales Channel LOB / User Operations Persona Short text Long text Video Graphic Webinar Collateral Email, Landing Page, Micro Site Demo Format Awareness Understanding Urgency Buying Criteria Preference Referral Decision Behavior Change Outcome / Action Production Process Publishing Process
  20. 20. The Big WHY? Must find a way to produce greater volume, faster, preserving quality, accommodating relevance requirements, multiple formats … … but flatten your content creation cost curve! Content equals 35% of marketing budget 20142013 Volume of Content Cost of Content Timeline 2015 2016
  21. 21. Contact us at 508.397.7059 We would welcome an introductory conversation Visit us at www.Avitage.com

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