The components, roles and responsibilities of a successful content marketing discipline, and how to get there from content strategy to content operations.
Social Media Strategy Framework with Case StudiesPetra Neiger
Social media, content marketing, social advertising, advocacy, ROI and other topics for small business presented at Canada College workshop. With how to-s, tools, best practices, case studies and exercises. Public, online version only.
Building A Content Marketing DisciplinePetra Neiger
Why and how to build a content marketing discipline. Increase relevance, operationalize and scale content, generate leads. 4 Ps of content marketing: people, processes, practices and places (distribution). Tools. Management buy-in, content operations, curation, creation, training and enablement, syndication. Make content easy to find, access and share. Think mobile.
Plan and deliver great supporter email journeys | Digital tools and channels ...CharityComms
Claire Donner, digital strategist, more onion
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Social Media Strategy Framework with Case StudiesPetra Neiger
Social media, content marketing, social advertising, advocacy, ROI and other topics for small business presented at Canada College workshop. With how to-s, tools, best practices, case studies and exercises. Public, online version only.
Building A Content Marketing DisciplinePetra Neiger
Why and how to build a content marketing discipline. Increase relevance, operationalize and scale content, generate leads. 4 Ps of content marketing: people, processes, practices and places (distribution). Tools. Management buy-in, content operations, curation, creation, training and enablement, syndication. Make content easy to find, access and share. Think mobile.
Plan and deliver great supporter email journeys | Digital tools and channels ...CharityComms
Claire Donner, digital strategist, more onion
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Presentation: Allianz Global Investors Empowers its Sales Force with Social Media
Presented by: Erin Meijer, Social Media Manager, Allianz Global Investors
In a world where financial professionals are constantly bombarded with emails, news and communications, Allianz Global Investors has given its sales teams the edge by rolling out a robust social business program centered around an engaging content strategy. Since social media is built on the power of relationships the sales teams at AllianzGI are harnessing the power of social media as an effective business communication tool to bring in new business, shorten sales cycles, and strengthen existing customer relationships.
www.bdionline.com
How should we change our approach to content creation to fit agile ways of wo...CharityComms
Chris Flood, content strategy lead, Cancer Research UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Grant professionals can expand their services portfolio, competitive edge and value to clients by adding social media skills and strategic counsel to their repertoire.
How to develop, create and distribute killer content that engages and convertsStickyeyes
In 1996, Bill Gates published his famous ‘content is king’ essay predicting the rise in importance of content marketing. Fast forward nearly 20 years and, whilst there is no disputing the power of content to attract and retain customers, it’s become more challenging than ever to ensure your brand messages cut through the noise.
Not only is time required to develop, create and distribute content from already overstretched teams but, there are also the logistical challenges of ensuring integration across all marketing channels. It’s easy to understand why so many brands fail to maximise their investment and generate irrelevant content ‘just because everyone else is’.
But, with increasing evidence that your content marketing strategy has a direct influence over your online performance what key considerations should you have in place for creating killer content?
For your free whitepaper, templates and checklists to support this presentation visit www.stickyeyes.com/contenttoolkit
Poster session from the National Council for Behavioral Health on April 2015. In an environment where it’s increasingly difficult to communicate your message through all the noise, telling and selling good stories about your organization can make the difference between being heard or invisible. Commit to crafting great narratives, even around data, when you’re reporting results. This strategy will more easily tout your organization’s successes, build relationships and inspire people to action.
Schmooze optimization: How it increases views, improves engagement, and boost...Greg Jarboe
According to Wiktionary, ‘schmooze’ means “to talk casually, especially in order to gain an advantage or make a social connection,” and ‘optimization’ means “the design and operation of a system or process to make it as good as possible in some defined sense." So, schmooze optimization is the process of making casual conversation with influential individuals who can help you increase views, improve engagement, and boost earnings on YouTube. Greg will share the latest best practices and strategies for keeping the digital video industry’s top creators, marketers, and brands current and competitive in an ever-changing market.
Digital Tools for Launching New VenturesKona Company
Digital Strategy - including SEO, SEM and Social Media Marketing - to launch a new venture. Presented to Northwestern University's Kellogg School of Management. October 12, 2015
Planning Your Content and Social Media Strategy | StorylabStory Collaborative
Defining content strategy, and learning how to plan and build useful, usable content in your social media posting. We use Evernote as a case study for providing value and interest to their audience.
Steps to Create a Social Media Marketing Strategy for Your BusinessJocelyn Murray
While many businesses have a social media presence many are not engaging, meeting their goals or getting tangible results.
Learn how to use social media more effectively with a strategy and plan.
Learn how to:
• Create goals for your social media
• Determine who your audience is and what social networks you need to be on to reach them
• Plan your content
• Measure Results
Implement social media strategies to connect with existing and potential clients and provide content while spreading the word about your products or services.
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.
You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition
And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.
Presentation: Allianz Global Investors Empowers its Sales Force with Social Media
Presented by: Erin Meijer, Social Media Manager, Allianz Global Investors
In a world where financial professionals are constantly bombarded with emails, news and communications, Allianz Global Investors has given its sales teams the edge by rolling out a robust social business program centered around an engaging content strategy. Since social media is built on the power of relationships the sales teams at AllianzGI are harnessing the power of social media as an effective business communication tool to bring in new business, shorten sales cycles, and strengthen existing customer relationships.
www.bdionline.com
How should we change our approach to content creation to fit agile ways of wo...CharityComms
Chris Flood, content strategy lead, Cancer Research UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Grant professionals can expand their services portfolio, competitive edge and value to clients by adding social media skills and strategic counsel to their repertoire.
How to develop, create and distribute killer content that engages and convertsStickyeyes
In 1996, Bill Gates published his famous ‘content is king’ essay predicting the rise in importance of content marketing. Fast forward nearly 20 years and, whilst there is no disputing the power of content to attract and retain customers, it’s become more challenging than ever to ensure your brand messages cut through the noise.
Not only is time required to develop, create and distribute content from already overstretched teams but, there are also the logistical challenges of ensuring integration across all marketing channels. It’s easy to understand why so many brands fail to maximise their investment and generate irrelevant content ‘just because everyone else is’.
But, with increasing evidence that your content marketing strategy has a direct influence over your online performance what key considerations should you have in place for creating killer content?
For your free whitepaper, templates and checklists to support this presentation visit www.stickyeyes.com/contenttoolkit
Poster session from the National Council for Behavioral Health on April 2015. In an environment where it’s increasingly difficult to communicate your message through all the noise, telling and selling good stories about your organization can make the difference between being heard or invisible. Commit to crafting great narratives, even around data, when you’re reporting results. This strategy will more easily tout your organization’s successes, build relationships and inspire people to action.
Schmooze optimization: How it increases views, improves engagement, and boost...Greg Jarboe
According to Wiktionary, ‘schmooze’ means “to talk casually, especially in order to gain an advantage or make a social connection,” and ‘optimization’ means “the design and operation of a system or process to make it as good as possible in some defined sense." So, schmooze optimization is the process of making casual conversation with influential individuals who can help you increase views, improve engagement, and boost earnings on YouTube. Greg will share the latest best practices and strategies for keeping the digital video industry’s top creators, marketers, and brands current and competitive in an ever-changing market.
Digital Tools for Launching New VenturesKona Company
Digital Strategy - including SEO, SEM and Social Media Marketing - to launch a new venture. Presented to Northwestern University's Kellogg School of Management. October 12, 2015
Planning Your Content and Social Media Strategy | StorylabStory Collaborative
Defining content strategy, and learning how to plan and build useful, usable content in your social media posting. We use Evernote as a case study for providing value and interest to their audience.
Steps to Create a Social Media Marketing Strategy for Your BusinessJocelyn Murray
While many businesses have a social media presence many are not engaging, meeting their goals or getting tangible results.
Learn how to use social media more effectively with a strategy and plan.
Learn how to:
• Create goals for your social media
• Determine who your audience is and what social networks you need to be on to reach them
• Plan your content
• Measure Results
Implement social media strategies to connect with existing and potential clients and provide content while spreading the word about your products or services.
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.
You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition
And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.
Live Webinar: How to be a World Class Content Marketer on LinkedInLinkedIn
- Why content marketing matters and why it’s critical for your business to embrace
- Why LinkedIn should be part of your content marketing strategy
- How to create content that works and get to winning content
- How to distribute your content on LinkedIn
- What it means to optimize your content and best practices
“We have lots of marketing content, but I don’t know what is being used and what isn’t.”
“How do I prove the value and ROI of our marketing content to our CFO?”
“Sales content isn’t always using the approved messaging and branding.”
Sound familiar? This presentation provides an overview of achieving and proving marketing ROI. You will learn:
• How to create content that is valued and used by sales
• How to ensure messaging and branding consistency
• How to implement tools and processes to track content usage
Using the Right Content Strategy to Create a Personalized Digital ExperiencePerficient, Inc.
Content is much more than just static website copy - it's articles, blog posts, comments, video, audio, images and infographics. Content created to fuel a personalized experience represents only one aspect of an overall view of the customer. It's imperative for marketers to resonate with their target demographics by creating relevant content to help build relationships with existing and potential customers.
Creating a strategy for what content type to use where will help you personalize and enrich a user's digital experience. In this slideshare, we walk you through some key content strategies, best practices and ways to create great content to keep your users coming back. We also discuss how tools like Sitecore can help drive the personalized digital experience.
Over the past five years, we’ve seen the rise of social media, the advent of mobile, the (constant) evolution of SEO, the invention of responsive design, and now the industry mandate of content marketing. And yet—despite the fact that everything requires it—content remains a fundamental challenge for all of our organizations. Too much content, or not enough. Producing content in silos, but no backing from leadership to break down the barriers. No central governance in place, but too many internal politics to make it a reality. Seriously—how are we supposed to deal with “digital transformation” if we still can’t agree on what content should go on the homepage of our website? With her typical pragmatism and humor, Kristina shares insights on what’s next (and what’s needed) for content strategy in 2015.
www.mima.org
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.
Disruptive Innovation: How fresh thinking can propel your small business forw...Manta
Innovation is essential to the success of small business owners—but are you innovating as effectively as you could be? During the Manta’s free Experts webinar, “Disruptive Innovation: How to propel your small business forward,” innovation expert Steve A Di. Biase teaches the following concepts:
*Definitions of innovation, leadership and entrepreneurship
*How to promote “innovative behaviors” within your small business
*Tactics to becoming more innovative
*How the collaboration process drives innovation
*The definition of success
Experiential Social Media: A new age of marketing valueCSRA, Inc.
Experiential social media is an exciting new approach to using digital social tools and processes to personalize firms and brands by engaging deep, using scalable digital tools. In this session, you’ll learn: How people have re-personalized the economy + Why personal interaction in digital public is the key to engagement + How brands can be personal and efficient using social media + Why content with the human touch will outperform + Roadmap: Using experiential social media to personalize marketing and build trust, preference and profit
Are You ‘LPC’ on Twitter? How to Make Your Brand Live, Public and ConversationalKatie Safrey
Using Twitter to achieve #greatness for your business and brand. This deck was presented at PR News Social Media Summit in July 2014 and covers top tips and tools for creating an engaging Twitter presence.
Igniting Passion in People: Developing Future Leaders - IGNITE VOS ATDconfere...Kella Price
Developing future leaders and keeping them is critical in today's global workplace, so we need to engage their passion! This session will explore how a combination of low-to-no cost informal learning strategies--including mentoring, social media, and job rotation--will help build leadership competencies that translate to performance improvement.
WHAT IS INBOUND SELLING? (AND WHY YOU NEED IT NOW) [INBOUND 2014]HubSpot
In this session, John Jantsch, author of Duct Tape Selling will define once and for all the ins and outs of inbound selling and more importantly outline how any business owner, marketer and salesperson can install an inbound marketing system that helps them attract more ideal clients, build authority and expertise in the market and yes, close more deals.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Overview of social media marketing for business:
- Developing a strategy
- Choosing/Establishing goals
- Features & Benefits of popular networks
- Selecting your first channel
- Monitoring & responding
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar SlidesThe HR Observer
For large and small companies alike, an inspiring employer brand will deliver real results, driving down cost per hire and employee turnover. Find out how a strong employer brand impacts your hiring efficiency.
Social Network Prioritization - How to Prioritize Investment in Social Media Marketing Nutz
Marketing Nutz CEO / Founder delivers this presentation with practical strategies and tips to help prioritize social networks for investment. What social media network is the best one to market my business and make money?" Small business owners frequently ask this question – and just as often – puzzle over how to get it right!
Get the answers for your business when Pam Moore, the CEO of TheMarketingNutz.com, (and one of the nation's leading online marketing experts) discusses how to use an audience-based approach to prioritize and maximize your investment in social media.
Similar to Building A Content Marketing Discipline (Version 2.0) (20)
Social Media: Driving Business Impact (Part 2 of 2)Petra Neiger
Social media strategy and planning, advanced practices in listening & intelligence, engagement, advocacy and measurement. Part 2 of a 2-part presentation
Your employees as your brand ambassadorsPetra Neiger
You employees can be your biggest brand assets, your social brand ambassadors. 8 case studies from Cisco on how we leverage our employees in social media and why.
Case Study: 2010 Vancouver Olympics Behind-the-Scenes Story: NBC and Cisco Te...Petra Neiger
Find out how NBC and Cisco put content creation in the hands of the athletes and used social media to share the footage with the world. Plus, 7 things we would do differently next time.
Case Study: Evolution of Game Marketing at CiscoPetra Neiger
6 things we wish we had known or done sooner and our lessons learned from the marketing of the 3 Service Provider marketing games: EdgeQuest 1 & 2, Cisco myPlanNet
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
7. What Does A Goldfish Have to Do
with Content?
“Customers need exposure to your content at least 7 times before they take action”(3)
(1)Source: Statistic Brain, The Associated Press via Samuel Chan blog
(2)Source: Webinar: How to Craft a Killer Content Marketing Strategy That Drives Results, 02-13-14
(3)Source: The Baby Boomer Entrepreneur
(4)Source: Sirius Decisions
(5)Source: DemandGen Report, 03-04-15
“Human attention span went from 12 seconds in 2000 to 8 seconds in 2013”(1)
“Up to 70 percent of B2B content goes unused”(4)
“Customers need to interact with your content 3 to 5 times before they believe it”(2)
“67% of B2B buyers rely more on content during decision-making than a year ago”(5)
8. A Ton of Data Is Created and Shared
Every Minute
Sources: DOMO, Data Never Sleeps 2.0, July 2014 &
DOMO, Data Never Sleeps 3.0, Aug 2015
All competing for attention
9. Traditional Customer Journey Models
No Longer Work
ENABLEMENTAwareness
ENABLEMENTInterest
ENABLEMENTConsideration
ENABLEMENT
Evaluation &
Decision
ENABLEMENT
Bond & Repeat
Purchase
ENABLEMENT
Loyalty &
Advocacy
10. We Live In A Non-Linear World
ENABLEMENTAwareness
ENABLEMENTInterest
ENABLEMENTConsideration
ENABLEMENT
Evaluation &
Decision
ENABLEMENT
Bond & Repeat
Purchase
ENABLEMENT
Loyalty &
Advocacy
14. Create An Always-On Content Engine
Shared vision and goals
supported by enterprise-wide processes
with individual accountability and ownership
and cross-functional governance and operations enablement
Copyright 2015 Petra Neiger
17. People: Get Support from Management
and Key Stakeholders
• Executive champion
• Content lead
• Strategists
• Creators
• Curators, listening officers
• Writers
• Editors
• Syndicators
• Analysts, listening officers
• Operations manager
• Stakeholders
Different roles, different skills
Copyright 2015 Petra Neiger
18. Processes: Optimize Operations Based
on Insights
• Educate and enable
• Listen
• Plan with flexibility
• Engage
• Measure and analyze
• Improve
• Experiment
Copyright 2015 Petra Neiger
Designed for quality and agility
19. Practices: Make the Most of
Your Story
• Why do it
– Inform
– Educate
– Entertain
• How to get it
– Create
– Curate
– Inspire creation
– Reuse as is or update
– Repurpose
• What to do
– Original content
– Modified content
– Derivative content
– Others’ content
• When to do it
– Manage content lifecycle
Copyright 2015 Petra Neiger
Built to scale and fully engage
20. Places: Promote, Promote, Promote
• Owned channels
• Paid media
• “Rented” media
• Earned media
• Make content easy to find,
access and share
Copyright 2015 Petra Neiger
Set up to share and reshare
21. Key Takeaways
• Content is everyone’s business
• Create an always-on content engine
• Organize for success:
– People – get support and alignment from
management and key stakeholders
– Processes – optimize operations based on
insights
– Practices – make the most of the story
– Places – promote, promote, promote
Copyright 2015 Petra Neiger