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Creating Killer Content Without Creative Chaos (Workfront LEAP Users' Conference 2015)
This document discusses how to create killer customer experiences through content marketing and managing creative workflows. It recommends conducting a content audit to understand current assets and leverage existing investments. It also recommends implementing a content marketing hub and workflow management software. This will centralize content, automate processes, and facilitate omnichannel marketing to deliver personalized, contextual experiences. Case studies are presented of companies that improved branding and customer experiences through integrated content acquisition, publishing, and digital asset management technologies.
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Creating Killer Content Without Creative Chaos (Workfront LEAP Users' Conference 2015)
- 1. CREATE KILLER CUSTOMER EXPERIENCES RichCarroll Solution Sales Executive
- 2. CREATE KILLER CUSTOMER EXPERIENCESWITHOUT CREATIVE CHAOS Get the secret to managing your marketing workflows from Workfront partner IO Integration. Learn how to audit your content and establish a content marketing hub so you can cut through the creative chaos and deliver customer experiences that are on time, in context, actionable — and awesome.
- 3. Rich Carroll, SolutionSales Executive Background: Over 20 years experience bringing creative technology to industries Mission: To help in-house creative teams and agencies integrate profitable technology solutions that cut creative chaos and optimize marketing performance.
- 4. IO Integration –Who We Are IOI is a Workfront partner and leading marketing technology integrator for the world’s top brands, retailers, and publishers. Vision: We help brands win markets and build lifelong customer relationships by integrating marketing technology solutions that deliver highly personalized, contextual customer experiences at every touchpoint.
- 5. Everyone wants customersthat YOUR BRAND!
- 6. WHAT USED TOBE THIS Mass publication of content pushed to the consumer without knowing the consumer or the context HAS NO BECOME THIS Content marketing is changing rapidly. . . through technology HAS NOW BECOME THIS
- 7. Technology is drivingnew conversations . . . …with consumers across every media platform
- 8. Mission Tactics Measurement Customer Intelligence THEN: BRAND DRIVENNOW: CONSUMER DRIVEN • Represent the brand • Finding customer • Push • Mass Advertising • Demographic • Generalized content • Point in time blasts • Few isolated channels • Waterfall method • Advertising • 3rd party table • Intuitive decision making • Excitement, buzz • Represent the consumer • Find the consumer • Pull • 1:1 targeting • Behavioral • Personalized content • Continuous relationship • Exploding integration channels • Agile method • Storybuilding, content re-use • Owned big data • Fact based decision making • Engagement, revenue Marketing is transforming from unknown to known
- 9. You know youlive in the Information Age when… Consuming Content is like a losing a Tetris battle.
- 10. Marketing content anddata will continue to grow TB/yr 2013 2014 2018
- 11. And more marketingtechnology means ~100 ~350 ~950 2011 2012 2014 Info source: Scott Brinker JANUARY 7, 2014
- 12. More divergence andrapidly growing markets
- 13. Retail E-commerce Social Distribution Commercial Partnerships And withmore channels to manage…
- 14. So, how canyou cut through the internal creative chaos and deliver customer experiences that are on time, in context, actionable — and awesome? The right technology stack can: • Support your workflows to eliminate creative chaos for your team • Make Omnichannel marketing and killer customer experiences a reality for your brand.
- 15. Marketing Technology –3 steps to Success 1. Content Audit 2. Content Marketing Hub 3. Workflow Management
- 16. SOFTWARE DEV MODEL Discover,Design, Deploy, Deliver
- 17. Discovery - ContentAudit • Understand current content resources & leverage existing investments • What’s working vs. what isn’t • Key insights for developing a content strategy going forward
- 18. Discovery - Psychology •Open ended questions • Explain the justification • Manager free meetings • Pain points DISCOVERY
- 19. Discovery - Consolidation •Value of assets • Logical structure • Taxonomy
- 20. Discovery - IT •Email InBox Limit • FTP, WamNet, DropBox etc… • Total storage pools • Incentivize IT DISCOVERY
- 21. Discovery - Rights •Rights of use (chronologically, geographically or custom) • Rights of users • Permissions (owner/group/world) DESIGN
- 22. Discovery - Contentsources and sizes • Vendors • WIP and purchased • In House • Social DISCOVERY
- 23. Discovery - EmbargoedAssets • No is the default answer • Require more diligent oversight • Generally fluid permissions DELIVERY
- 24. Design - ContentMarketing Hub • Facilitates Omnichannel marketing • Centralizes and automates content marketing processes • Single source of truth for assets, content, workflows • Produce>deliver>repurpose>measure>optimize
- 25. Deploy- Training andDocumentation • Self versus vendor DEPLOY
- 26. Deliver - WorkflowManagement • Flexible business rules based solutions • Don’t solve for 100% of the user scenarios • A bad decision is better than no decision, solve today what you can and allow refinements
- 27. Connecting the ContentStrategy to the Consumer Story MEASUREMENT Content Strategy • Media • Analytics • Research • CRM • Ingestion • Profiles “What works and why” “Tactics, timing, positioning” Content Technology • Creation • Production • Delivery • Platforms • Meta-data • Integration “How it gets executed” “Scalability, relevance, speed” Constomer Experience • Engagement • Relevance • Purchasing • Interaction • Influence • Amplification “Brand storytelling, personalization” “Message, interact, share”
- 28.
- 29. BEST PRACTICES • Centralizeall media content for single point of truth for multi-channel publishing – online, offline, social, mobile, video • Integrate mktg ops/ERP/CRM/ecommerce • Focus on usability and seamless web and mobile experience • Listen and analyze content interactions, optimize • Deliver relevant, engaging and interactive content Media Asset Management Publishing / Creative All Channels OfflineOnline Consumer Experience Enabled by using smart people and smarter technology
- 30. Success Stories -Brand Promotion • International Sales Literature • Modules – Digital Asset Management – Translation Management – Localization Management – Workflow and Process Management – Content Management • Users – > 600 BMW, Germany
- 31. Success Stories BrandExperience Content Acquisition and Web Experience Video and Photo of the Day Modules • Digital Asset Management • Translation Management • Workflow and Process Management • Content Management Users • > 100 Consumer Packaged, USA GoPro
- 32. Partnering for Success •Experienced marketing technology partner: • Knows the technology landscape • Understands the creative process • Strategic focus
Editor's Notes
- #4 I am a salesjerk, but my primary value is in education and technical nuances amongst the different software solutions and services we provide to our customers. I really enjoy this business. If you enjoy technical challenges, there is always interesting problems to solve
- #5 I’ve been with IOI for 10 of their 15 years of creative technology support and solutions for our customer across NA, Europe and Australia.
- #6 I want to speak briefly about the connection between content marketing, personalization, and customer experience management and then take a look at how some top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. In short, they have optimized their content marketing supply chains with technology that helps them curate and deliver high-impact content based on individual customer behaviors. This results in brand loyalty, higher sales, lower marketing operations and lower production costs. Everyone wants customers that fanatically love their brand, will not consider similar brands and that tell everyone they know about it. And, then buy more, more often. Today we are going to take a look at how some of our favorite brands wow customers and win markets.
- #7 If you think about how content was once delivered to consumers and what the experience of reading a newspaper was like, advertisers could only guess what the experience was like and whatimpact it had. The only measurement was sales, foot traffic, phone calls, and the only insights might be based on census data and syndicated research tied to ZIP Codes. You can see how easy the brand message used to be, how simple it could be presented in media – on maybe 3 channels (TV, Radio & Print (newspapers OOH and DM)), That provided little insight for the brand into consumers’ reaction, engagement and call to action. today, brands must have a right now, personalized message delivered across possibly thousands of channels. Brands are reacting in real time to their customers via Twitter and Facebook and Vines. The good news is we can measure the consumers’ reaction very quickly, optimize the message, and try again. The bad news is its nearly impossible to create 1:1 personalized content for thousands of channels so we need to be really smart about the way we create, re-use, personalize and publish content.
- #8 The proliferation of all this content across so many channels can create noise and we find that technology and the consumer quest for information drives aneed for 1:1 personally relevant, emotionally engaging customer experiences with the brand. We are talking where and when your customers are, right now, multi-channel real-time engagement. Hard to do but with incredible pay-offs. Customers that do this enjoy a true competitive advantage, measurable in streamlined, automated content workflows and brand equity. But how do you go about achieving this? Imagine: Having a single source of truth – your content. Creating it once Publishing it across all channels In the the customers native language And then fine-tuning that content based on the customer’s reaction That will result in: Delivering an extremely consistent brand experience Engaging emotionally with each customer All while speeding time to market
- #9 New brand customer communication channels are being generated every day Consumers are now engaging with brands quicker, with more intelligence, input and control than ever before. Consumers are the new brand owners Consumers are the new brand owners Marketing is changing it's role to becoming story-tellers, not brand descriptors – and inviting their customers to participate. GoPro’s videos and photos of the day are great examples. All user generated New marketing roles are appearing as the channels change over the next 10 years, you will see Chief Content Officer, Chief Listening Officer, Director of Audience, Channel Master, Chief Technologist, Influencer Relation. They will demand different technology tools, driven by content, CRM, analytics and consumer experiences The tipping point in where brands spend their ad dollars comes down to which channel is most cost effective for amplifying the message and creating a sense of urgency. “Call to Action” Now that we can effectively measure online engagement, less money will be going to TV.
- #10 We went from junk mail to the junk email inbox and now consumer devices have freed us in a sense and we are able to pull information as we like when we like rather than when the brand wants us to see it. Engaging with your favorite brand shouldn’t feel like you are losing the tetris battle with your inbox. It should be a pleasurable experience. Oriental trading? 3 emails the first day, 5 catalogs some days
- #11 That said, with the amount of content being produced, its more important than ever to aggregate and curate personally relevant content or your brand gets lost in the noise. If you are licensing content or supporting user-generated content (gained media), your growth will be exponential. Agencies, creative and digital departments, and marketing organizations all face the same challenge that what used to be a single deliverable such as a brochure has now also has a video, social/mobile/email campaign, banner ad, and app that need to be delivered with it. And, they would like it yesterday please, A/B tested and ready to go.
- #12 The proliferation of all this content across so many channels creates the need for marketing technology and operations to manage it and to integrate with the rest of the company technology stacks such as CRM, CMS, ERP, etc. So now marketing technology logos seem to be almost outpacing channels and content!
- #13 And that divergence in the marketing technology space is a rapidly growing market. By starting with a clear vision of what content marketing success looks like for your organization, you will be set to pick the technology winners
- #14 In fact, brands can touch consumers in more ways than ever before across channels that integrate with disparate technologies across the organization. Retail brick and mortar, ecommerce, social. Mobile, distribution and licensing, and other partnerships. All these partners touch the consumer with the brand message. That is why its more important than ever to have a single place of truth for all content that everyone shares and its always consistent, personalized. Please allow me a small tangent thought. People forget that Macintoshes were the red-headed step child for most IT organizations until the iPhone forced them to accept the BYOD movement. Apple users used to have to go through all sorts of technical contortions to use Apple products in a corporate environment. What used to be homogenous landscape of primarily Windows servers, is now a heterogeneous environment that requires integration across all devices. The Internet of Everything requires 100% uptime to communicate and provide services. This communication and integration across solutions is now more important than ever.
- #15 So how do you cut thru all that and find a happy solution?
- #16 Time check? Should be 20 past
- #18 Don’t forget that you need a baseline to illustrate the progress being made, we have to justify the investment to the CFO. Do you have a content Strategy? Don’t have a content plan, “Man plans and God laughs” – Yiddish phrase
- #24 Better to grant access than to remove access
- #26 Self pros: Final exam, proof of comprehension of the application Better to tailor a small FAQ with your specific screen grabs etc Less expensive Cons Requires that you actually learn the app Exhaustive
- #27 Time check? Should be 40 past
- #31 BMW knows the most about their cars but would you rather take their word for it or hear from your friend Rick that he just got a 500 series since he has kids but loved his Z4 he had for years?
- #33 Add value messages that align with IOI technology understanding and how to’s on best practices and why IO? Speak to each bullet per slide - Subsequent pages for bullets have been added “Be your own success story too.”. Consider a unique testimonials about IOI or guest on each of the 3 slides.
- #34 % of incline with workflow implementation. % of decline without a workflow solution. Start of Q & A with knowledge then open the floor to Q & A.