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.
2. CREATE KILLER CUSTOMER
EXPERIENCES WITHOUT
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, Solution Sales 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.
6. WHAT USED TO BE 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 driving new conversations . . .
…with consumers
across every
media platform
8. Mission
Tactics
Measurement
Customer
Intelligence
THEN: BRAND DRIVEN NOW: 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 you live in the Information Age when…
Consuming Content
is like a losing a Tetris battle.
14. So, how can you 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.
17. Discovery - Content Audit
• 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
26. Deliver - Workflow Management
• 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 Content Strategy 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”
29. BEST PRACTICES
• Centralize all 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 Brand Experience
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
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
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.
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.
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.
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
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.
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
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.
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!
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
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.
So how do you cut thru all that and find a happy solution?
Time check? Should be 20 past
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
Better to grant access than to remove access
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
Time check? Should be 40 past
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?
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.
% of incline with workflow implementation. % of decline without a workflow solution. Start of Q & A with knowledge then open the floor to Q & A.