Content Marketing At Scale Across The Enterprise: A Roadmap

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From the B2B Content2Conversion Conference, with: -Ardath Albee, CEO, Marketing Interactions, Inc. -Kirsten Jepson, Senior Director, Market Strategy, Sykes Enterprises

#C2C16
Using Content Marketing at Scale
Across the Enterprise
Ardath Albee, CEO, Marketing Interactions
Kirsten Jepson, Senior Director, Market Strategy, SYKES

#C2C16
Let’s Define Scale
Volume or Quantity
@ardath421 | @kkjepson

#C2C16
Scale is Depth & Breadth
@ardath421 | @kkjepson

#C2C16
Digital Relevance Figure 10.1
@ardath421 | @kkjepson

#C2C16
Scale is About Story…
…creating vision
@ardath421 | @kkjepson

#C2C16
The Chaos of Scale as Volume
4 Personas X 5 Verticals X 12 Touches
=240 content assets to touch each
persona in each vertical
1 X per month for 1 year
@ardath421 | @kkjepson

#C2C16
Reduce
Volume
Increase
Value
• Identify
• commonalities
• differences
@ardath421 | @kkjepson

#C2C16
Persona
Topic
Industry
Use
Case
Create Pivot Plans
• Will the same info be useful?
• How will it change by industry?
• What’s a relevant illustration?
@ardath421 | @kkjepson

#C2C16
• 2 Personas
• New title
• New intro & conclusion
• Same body copy
• Different tags, keywords
Persona Pivots
@ardath421 | @kkjepson

#C2C16
Industry Pivots
@ardath421 | @kkjepson

#C2C16
Revisit the Math
4 Personas X 1 [w/5 Pivots]X12 Touches
=48 Original content assets
[But you still get 240 total]
@ardath421 | @kkjepson

#C2C16
§ White Papers, Webinars, ebooks, Industry Briefs
§ Focus on driving consensus
§ Address each persona in relation to the topic
§ Repurpose each persona’s section into a blog post or article
§ Pivot for industry
Now You Have Space to Add More Value
Each Content Project Can Serve as a Multiplier
@ardath421 | @kkjepson

#C2C16
Kapost Content Idea Guide
@ardath421 | @kkjepson

#C2C16
Personas are Treasure Troves for Ideas
Cost
Management
Problem
First Contact
Resolution
Call Center Ops
Retention as
a source of
growth
Customer Experience
Upsell during
support
transactions
Line of Business
@ardath421 | @kkjepson

PRESENTED BY
#C2C16
Kirsten Jepson
SYKES
A Behind-the-Scenes Look at Scale

#C2C16
Opportunities in Plain Site – A Visit to Manila

#C2C16
Multiplying SME Information
• 1 Phone interview
• 3 Articles
• All industries
• Multiple campaigns

#C2C16
Coordinating Across Teams
Content Marketing Library

#C2C16
Thank You!
Ardath Albee
CEO, Marketing Interactions
www.marketinginterations.com
Kirsten Jepson
Senior Director, Market Strategy
SYKES Enterprises
www.sykes.com

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Content Marketing At Scale Across The Enterprise: A Roadmap

1. #C2C16 Using Content Marketing at Scale Across the Enterprise Ardath Albee, CEO, Marketing Interactions Kirsten Jepson, Senior Director, Market Strategy, SYKES

2. #C2C16 Let’s Define Scale Volume or Quantity @ardath421 | @kkjepson

3. #C2C16 Scale is Depth & Breadth @ardath421 | @kkjepson

4. #C2C16 Digital Relevance Figure 10.1 @ardath421 | @kkjepson

5. #C2C16 Scale is About Story… …creating vision @ardath421 | @kkjepson

6. #C2C16 The Chaos of Scale as Volume 4 Personas X 5 Verticals X 12 Touches =240 content assets to touch each persona in each vertical 1 X per month for 1 year @ardath421 | @kkjepson

7. #C2C16@ardath421 | @kkjepson

8. #C2C16 Reduce Volume Increase Value • Identify • commonalities • differences @ardath421 | @kkjepson

9. #C2C16 Persona Topic Industry Use Case Create Pivot Plans • Will the same info be useful? • How will it change by industry? • What’s a relevant illustration? @ardath421 | @kkjepson

10. #C2C16 • 2 Personas • New title • New intro & conclusion • Same body copy • Different tags, keywords Persona Pivots @ardath421 | @kkjepson

11. #C2C16 Industry Pivots @ardath421 | @kkjepson

12. #C2C16 Revisit the Math 4 Personas X 1 [w/5 Pivots]X12 Touches =48 Original content assets [But you still get 240 total] @ardath421 | @kkjepson

13. #C2C16 § White Papers, Webinars, ebooks, Industry Briefs § Focus on driving consensus § Address each persona in relation to the topic § Repurpose each persona’s section into a blog post or article § Pivot for industry Now You Have Space to Add More Value Each Content Project Can Serve as a Multiplier @ardath421 | @kkjepson

14. #C2C16 Kapost Content Idea Guide @ardath421 | @kkjepson

15. #C2C16 Personas are Treasure Troves for Ideas Cost Management Problem First Contact Resolution Call Center Ops Retention as a source of growth Customer Experience Upsell during support transactions Line of Business @ardath421 | @kkjepson

16. PRESENTED BY #C2C16 Kirsten Jepson SYKES A Behind-the-Scenes Look at Scale

17. #C2C16 Industry Message Map – Build a “Platform” Digital Support Channels Customer Experience Innovation Financial Services Healthcare Retail Travel New Logo Growth Payer Med Device Provider All All • Cost management • Customer Experience • Revenue Retention and Growth • Customer Experience • Cost management • Revenue Retention and Growth • Learning to Outsource • Cost optimization • Change in member experience • Customer Experience • Retention • Competition • Business Process Improvements • Chat, digital, self service • Journey Mapping • Consolidation • More demand • Learning to outsource • Cost management • Online sales • Changing consumer buying patterns • Flexibility • Rev Generation • Efficiency • Training • S Media Threats • Recruiting agents with specific experience • Training • Cross selling and upselling • Seasonality • Flexibility

18. #C2C16 I D E A S

19. #C2C16 Opportunities in Plain Site – A Visit to Manila

20. #C2C16 Multiplying SME Information • 1 Phone interview • 3 Articles • All industries • Multiple campaigns

21. Celebrate Their Contributions

22. #C2C16 Coordinating Across Teams Content Marketing Library

23. #C2C16 Thank You! Ardath Albee CEO, Marketing Interactions www.marketinginterations.com Kirsten Jepson Senior Director, Market Strategy SYKES Enterprises www.sykes.com

24. #C2C16