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The New World of Content Marketing: Delivering the Right Content to the Right Consumer at the Right Time in the Right Place

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The New World of Content Marketing: Delivering the Right Content to the Right Consumer at the Right Time in the Right Place

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The New World of Content Marketing: Delivering the Right Content to the Right Consumer at the Right Time in the Right Place

  1. 1. The new world of content marketing Delivering the right content, to the right consumer, at the right time, in the right place Lindsay Lyons: Global Content Marketing Atul Singh: Global Media Innovation
  2. 2. 2 Dell - Restricted - Confidential Source: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level January 2015, Forrester Research, Inc. Situation Analysis: We have to be everywhere, all the time
  3. 3. 3 Dell - Restricted - Confidential Document your north star: content strategy Who are you targeting & what do you know about them? What do you want them to think, feel or do after reading your content? (KPI?) How are you going to achieve your goal through your content?
  4. 4. 4 Dell - Restricted - Confidential Dell Customer Journey Framework
  5. 5. 5 Dell - Restricted - Confidential Fill your funnel with modular content Social Vehicles Nurture Programs Dynamic Banners Dell.com SlideShare Webinar(s) Infographic(s) Video(s) BlogPost(s) Summary Article(s) PowerPoint Checklist(s) Survey/Quiz Assessment Tool White Paper Modular Copy/ Images Visually Consumable Content Interactive ContentShort-Form Text Content
  6. 6. Media Innovation: Programmatic
  7. 7. 7 Dell - Restricted - Confidential
  8. 8. 8 Dell - Restricted - Confidential DMP DSPDCO Right Audience Right Place Right Content Always-on Innovation TV Mobile Display Social Search Video Enabled on… RetargetingProspecting
  9. 9. 9 Dell - Restricted - Confidential Cookie is dropped, and contact moves to “Stage 2” Awareness/discover level content based on target segment (e.g. Prospecting) Did contact click on frame 2 - 4 to download security asset? Retargeted stage 1 and Dell.com contacts are now served educate level content (e.g. Retargeting) Assets which the contact has downloaded will be removed from pool on offer in Stage 2 Did contact engage with Stage 2 content? YesNo Stage 1 Contact will continue to be offered “Stage 1” content Contact enters Nurture program Did contact complete and submit form? Yes Stage 2 Contact will continue to be targeted by stage 2 content until form submission/ conversion YesNo No Contact enters Nurture program Did contact complete and submit form? Yes
  10. 10. 10 Dell - Restricted - Confidential

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