This document discusses setting up an omni-channel content marketing program. It addresses balancing content across multiple channels, ensuring business stakeholder buy-in, understanding the customer journey, and connecting with audiences. Metrics on content published, users acquired, and leads generated for Samsung are provided. The stages of an omni-channel content strategy are outlined, including planning, publishing across social media, email, PR, and paid channels. Key takeaways emphasize making meaningful connections, building relationships, coordinating editorial efforts, and being ready to refine strategies.

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Content Choreography
Se#ng Up Your Omni-Channel Content Program

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Meet the Presenters
Reuben Staines
Senior Manager,
Content Marke>ng
Samsung Business
@reubenstaines
Mandi Tompkins
Director of Content
Services
Skyword
@MDWells531
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Content marke7ng is a complex balancing act…
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Two balancing acts
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your stories
your channels
Choreographing…

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Are your business stakeholders bought in?
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Do you have a formal buyer decision journey?

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Are you truly connec7ng with your audience?
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Content Published: 769
Users Acquired: 640,000
Pages Viewed: 940,000
Content Types: 16
Time on Page: 2:57
Leads Acquired: 6,000
Samsung Insights Snapshot
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June 2016-May 2017

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Planning
Idea>ng
Real->me coordina>on
Publishing
Distribu>on
Op>miza>on
What’s an Omni-Channel Content Strategy?
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PR & Earned
Media
Paid
Promo7on
Social Media
Email &
Marke7ng
Automa7on
Employee
Advocates

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Research &
DraUing
Editorial
Review
Content
Performance &
Engagement
Keyword
Strategy
Review &
Approval
QA &
Publishing
Cross-Disciplinary
Collabora7on
INSIGHTS
BLOG
INTERNAL
PR/MEDIA
PAID
SOCIAL
SEARCH
SME & STRATEGY
PR/MEDIA STRATEGY
SEO & PAID MEDIA
SOCIAL & WEB DEV.
CONTENT STRATEGY
PLANNING & TOPIC IDEATION
Briefings
DISTRIBUTION
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Content Hub – On or Off-Domain
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Social Media
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Email and Nurture
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PR and Earned Media
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h`ps://www.shu`erstock.com/image-photo/online-marke>ng-
term-cpc-cost-per-562070854?src=Wpix0cNj45Lu-
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Paid Promo7on
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So, what channels are you working with?
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Create a Content Culture
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1. Make meaningful connec>ons with your audience
2. Build close rela>onships with business stakeholders; engage
regularly
3. Form cross-discipline editorial board to ensure ongoing
coordina>on
4. Be ready to refine your strategy
Key Takeaways:
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Ques7ons?
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1. Open Forward mobile app
2. Navigate to session
3. Click “Take Survey”
Your Feedback Needed
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