Evolving a content strategy to manage marketing disruption..

1. Content strategy for
managing marketing
disruption
Prepare for, respond to and
manage disruption
Author: Prayukth K V
Graphics: Prabahar Chitraikani

2. Disruptive Content Marketing
The landscape
 Marketing disruption is here to stay
 Scale: transformative rather than incremental
 Marketing organizations are forced to make sudden and drastic changes to cope
 Blanket use of terms has confused marketers
 Cause of such disruptions and a clear decision strategy still elusive
 Defining customer journey and connected marketing interventions is now a
priority for marketers
 Many are putting mechanisms in place to help take actions to measure impact
 Systems, metrics, budgets, processes, talent and strategies still centered around
conventional marketing tactics

3. The 7 ‘C’s of Marketing Disruption
Disruptive Content Marketing
 Content
 Complexity
 Clarity
 Connections
 Channels
 Communication
 Customer

4. Disruptive Content Marketing
Data
 Demand for complex content is rising
 There is a ‘mad scramble’ for content talent
 Percentage of cos with formal content roles has risen from 35 pc in 2013 to 71
percent this year
 84 percent of marketers do not have a formal content strategy
 Growing focus on content supply chain management
 Stress on role of content in fostering loyalty and customer experience
 Content production is often conducted in silos, which prevents consistent quality and
consistent measurement of its efficacy
 Quarter of marketing organizations are not using data to make decisions
 As much as 50 percent of marketing organization admit they don’t have the right
analytical mechanisms in place

5. Content Supply Chain Issues
Disruptive Content Marketing
 Production in silos
 No means to measure efficacy
 Lacking consistency and direction
 Focus on macro efforts such as promotions
 Relevance and value to customers?
 Messaging glitches

6. Operational challenges
Disruptive Content Marketing
 Employee engagement
 Structuring processes
 Modifying the enterprise-level content culture
 Editorial transparency
 Request management
 Establishing quality support mechanisms

7. Managing disruption
 Integrate content into institutional customer experience framework
 Implement content supply chain management
 Empower to and encourage experimentation and innovation
Disruptive Content Marketing
 Establish formal content roles
 The most innovative and engaging content often emerges at the messaging
fringe
 Invest in disruption – hire, train and upskill
 Maintain a communication line between frontline teams and management

8. Responding to Disruption
 Encourage cross-functional collaboration
 Organization-wide disruption preparation including people, process, budgets,
Disruptive Content Marketing
systems and functions
 Run pilot content projects to test messaging adaptability and efficacy
 In-house content competitions?
 Invest in mechanisms for making data-informed decisions
 Track competitors and their analytical strengths
 Create messaging and content filters
 Re-engineer processes in batches to facilitate collaboration, transparency,
measurement and learning

9. Thank You !!!