Content Marketing At Scale Across The Enterprise: A Roadmap

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
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  #C2C16 Scale is Depth & Breadth @ardath421 | @kkjepson
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  #C2C16 Digital Relevance Figure 10.1 @ardath421 | @kkjepson
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  #C2C16 Scale is About Story… …creating vision @ardath421 | @kkjepson
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  #C2C16 The Chaos of Scale as Volume 4 Personas X 5 VerticalsX 12 Touches =240 content assets to touch each persona in each vertical 1 X per month for 1 year @ardath421 | @kkjepson
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  #C2C16@ardath421 | @kkjepson
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  #C2C16 Reduce Volume Increase Value • Identify • commonalities •differences @ardath421 | @kkjepson
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  #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
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  #C2C16 • 2 Personas • New title •New intro & conclusion • Same body copy • Different tags, keywords Persona Pivots @ardath421 | @kkjepson
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  #C2C16 Industry Pivots @ardath421 | @kkjepson
• 12.
  #C2C16 Revisit the Math 4 Personas X 1 [w/5 Pivots]X12 Touches =48Original content assets [But you still get 240 total] @ardath421 | @kkjepson
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  #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
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  #C2C16 Kapost Content Idea Guide @ardath421 | @kkjepson
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  #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
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  PRESENTED BY #C2C16 Kirsten Jepson SYKES A Behind-the-Scenes Look at Scale
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  #C2C16 Industry Message Map – Build a “Platform” Digital Support Channels Customer Experience Innovation Financial ServicesHealthcare 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
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  #C2C16 I D E A S
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  #C2C16 Opportunities in Plain Site – A Visit to Manila
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  #C2C16 Multiplying SME Information • 1 Phone interview • 3 Articles •All industries • Multiple campaigns
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  Celebrate Their Contributions
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  #C2C16 Coordinating Across Teams Content Marketing Library
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  #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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  #C2C16