Presentation given by Mitch Rose, Financial Services Digital Marketing Consultant at NetFinance 2014 To see more presentations like this one, join us at NetFinance Interactive on December 2-4 in San Diego: http://wbresear.ch/ht

1. Content Transformation— Developing Targeted Content for Multiple Channels A new model of content development, adaptation, and distribution
Mitch Rose
Financial Services
Digital Marketing Consultant
©Mitchell Rose

2. Getting Ready for Content Marketing
1. The Shape of the Content Challenge
2. Identified Roles and Consistent Publishing Process
3. A Model for Raising Quality across the Enterprise

3. 
If you’re job is related to creating content or making it visible to prospects, clients, employees, investors, or the media, you’re not just in the financial services business.

You’re in the publishing business.

4. Assumptions

Large Enterprise

Multiple sources of raw content

Multiple B2B, B2C, B2B2C, Employee, Investor, and Media Audiences

Multiple traditional and digital channels

Challenges with development

Challenges with delivery

Challenges with consistency

5. Current State
We have progress . . .

Content management systems

Metrics

Pipelines to feed the content distribution channels

Ways to display messages on multiple screens

6. Current State
. . . However, many of us are still struggling with the efficient creation and adaptation of copy

7. Current State vs. Stakeholder Needs

Customer’s view of brand as single monolith vs. enterprise reality

Enterprise standards vs. LOB independence

Evolving content needs vs. stagnant roles

Marketing prioritization vs. resources

Current branding vs. stale content

8. Challenge of Creating Quality Content

9. Content Marketing Maturity-- Asset Managers & Insurers
Kasina: Survey of 23 asset managers and insurers (12/13)

10. B2C Content Marketing Effectiveness

11. B2B Content Marketing Effectiveness

13. Many Content Request, Many Formats
Social Media (not blogs)
Articles on Your Website
eNewsletters
Blogs
In-person Events
Case Studies
Videos
Articles on Other Websites
White Papers
Online Presentations
Webinars/Webcast s
I nfographics
Research Reports
Microsites
Branded Content Tools
Mobile Content
Print Magazines
eBooks
Books
Mobile Apps
Digital Magazines
Podcasts
Licensed/Syndicated Content
Virtual Conferences
Annual Reports
Print Newsletters
Games/Gamificiation
Calculators
Tools
SMS Texts
Posts
Tweets
Forums
Instructions
Audio
Press release
Brochure
Invitation
Consumer Ad
Trade Ad
Poll
Quiz
Tutorial
Checklist
Scripts
Charts
Graphs
Stories
Infotainment Blurbs

15. Content Marketing Guidelines

Content needs to be relevant—and customized—for consumers, third parties, investors, employees, etc.

Not all content will be relevant for all audiences.

Content distribution should account for different communications and positioning needs.

Monitoring and measurement needs to be customized as needed for the particular distribution scenario.

Shorter, tighter content is preferable to exhaustive, long articles.

As much as possible, the content should reflect a consistent voice, structure, and design across LOBs and corporate groups.
15
For Internal Use Only

16. Getting to the Future State
Current

Range of content requests

Multiple channels

Multiple formats

Evolving user-experience best practices

Midway on content marketing maturity curve
Future
Creating an improved, formal model of content development, adaptation, and distribution.

17. Content Development & Delivery 5-D Process
Discover
Develop
Distribute
Diffuse
Debrief

18. Discover Develop Distribute Diffuse Debrief
Tasks
-Identify
-Strategize
-Target
-Source
-Align
-Define
Roles
-Business Analyst
-Content Strategist
Resources
-Campaign Strategy Plan
-LOB Strategy Roadmap
-Corp & LOB Branding Standards
-Post Mortems (old projects)
-Metrics & Analysis of Current Assets

19. Discover Develop Distribute Diffuse Debrief
Tasks
-Assign
-Acquire
-Segment
-Create
-Adapt
-Tag
-Design
-Produce
-Revise
Roles
-Editorial Manager
-Researcher
-Vendor Manager
-Writer
-Copy Editor
-Proofreader
-Information Architect
-Designer
-Front-end Developer
-Metrics Facilitator
-Videographer
-Video Editor
Resources
-Creative Brief
-Business Requirements
-PM Plan
-Content Standards
-Brand Standards
-Digital Asset Management System
-Content Management System
-Metrics Platform
-Social Network Platforms
-Influencer Plan

20. Discover Develop Distribute Diffuse Debrief
Tasks
-Comply
-Aggregate -Syndicate
-Measure
-Adjust
-Sunset
Roles
-Compliance Manager
-Distribution Manager
-Metrics Manager
-Content Reviewer
Resources
-Content Management System
-Metrics Platform
-Social Network Platforms
-Compliance Platforms
Publishing Platforms
-Owned
-Earned
-Paid
-Managed (SM)

21. Discover Develop Distribute Diffuse Debrief
Tasks
-Monitor
-Curate
-Retarget
-Re-feed
Roles
-Social Listening Manager
-Content Analyst
-Campaign Manager
Resources
-User Generated Content
-Metrics Platform
-Network Metrics
-Campaign Management Platform
-Social Listening
-Social Network Analysis
-Influencer Plan
Publishing Platforms
-Owned
-Earned
-Paid
-Managed (SM)

22. Tasks
-Collect
-Analyze
-Guide
Resources
-All Data
-All Anecdotes
-PM plans
-Creative Briefs
Roles
- Everyone w/o client
-Leads w client
Discover Develop Distribute Diffuse Debrief
Publishing Platforms
-Owned
-Earned
-Paid
-Managed (SM)
Tasks
-Collect
-Analyze
-Guide
Roles
-Everyone w/o client
-Leads w client
Resources
-All Data
-All Anecdotes
-PM plans
-Creative Briefs
-Debriefs (old projects)
Publishing Platforms
-Owned
-Earned
-Paid
-Managed (SM)

24. Content Organizational Models

Content Center of Excellence Consortium of experts who provide leadership and best practices

Editorial Board or Content Council Content creators and/or marketing executives who meet frequently to align content

Content Lead Leads content initiatives editorially and/or strategically, without cross departmental authority

Content Department / Division In-house or agency group that creates a high volume of content

Cross-Functional Content Chief Senior Executive with cross departmental authority

Executive Steering Committee Cross-functional strategic group
Source: Altimeter Group, Organizing for Content, By Rebecca Lieb

25. Empowered Center of Excellence Model
Responsibilities & Authority—all formats

Enterprise Content & Publishing Best Practices

Publishing Process

Writing & Editing Style Guides

Voice Style Guide

Sample Content & Templates

Editorial Calendar Template

Third-Party Research

Defining Content Roles

26. Empowered Center of Excellence Model
Implementer and Contributor

Branding Style Guides

Design Style Guides

Persona Guides

Social Media Guides

Social Media Monitoring SOPs

User Experience Standards

Video Guides

CMS Procedures

27. eCOE
LOBs
Vendors
IT
Corp Groups
Empowered Center of Excellence Model

28. Full-Service Center of Excellence Model
eCOE
•Guides & Standards
•Best Practices
Strategy
•Support> LOBs
•Guidance> Vendors
Services > LOBs
•Writing, Editing, etc.
•Training
Full-Service Content COE

29. Contact Info
Mitch Rose

mitchlitnyc@yahoo.com

LinkedIn: www.linkedin.com/in/mitchroseny/

30. Appendix

31. Social Media Content

32. Content Development & Delivery 5-D Process
Discover
-Identify
-Strategize
-Target
-Source
-Align
-Define
-Position
Develop
-Schedule
-Assign
-Acquire
-Segment
-Create
-Adapt
-Tag
-Design
-Produce
-Revise
Distribute
-Comply
-Aggregate -Syndicate
-Measure
-Adjust
-Sunset
Diffuse
-Monitor
-Curate
-Retarget
-Re-feed
Debrief
-Collect
-Analyze
-Guide