Why is a content-first approach your best ally in meeting the demands of evolving customer expectations? How can it help you turn digital and business disruption into digital transformation and exceptional customer experiences? Kevin will explore why a content-first approach is more necessary than ever to help businesses deliver on the promise of exceptional customer experience.
Achieve a truly individual customer experience: Hear how American Express are...marketingfinder.co.uk
Establishing a global content strategy that relates to the needs of your regional internal teams and delivers a great experience to your customers presents a real challenge to the modern marketer.
Join Aaron Suppel, Global Marketing Manager at American Express, to learn the core business principles that are essential for a successful content experience management strategy. In this webinar, Aaron will discuss how empowering editors, driving scalability and responsive web principles have all enabled American Express to deliver unique, personalised experiences to their customers around the globe.
The Art of the Possible: Designing an Omni-channel Strategy OptusBusiness
Dr Catriona Wallace - Customer Experience Specialist
The current convergence and integration of customer experience channels and the increasing sophistication and use of multi-media channels and devices by consumers means the consumer landscape is changing rapidly.
Today, organisations are seeking to gain competitive advantage by creating a continually improving customer experience to improve loyalty and potentially reduce operational costs.
In this session Catriona will outline a company-wide approach to the design and development of an omni-channel customer experience strategy discussing the use of co-creation and design thinking techniques, big data analytics and modelling. Catriona will also explore the impact of this approach on an organisations culture and the importance of having a technology roadmap for the future.
Respond Fast™ uses Voice Activated Call to Action™ (VACTA) technology to extend and enhance offline marketing's customer engagement through Amazon Alexa, Google Assistant, and Microsoft Cortana.
How to use video content-and marketing automationHamlet B2B
It’s probably no surprise to you that video is a preferred content medium. Just look back at how you spent your day online yesterday—chances are that you watched at least one video. How could you resist that play button? And you’re not alone: Cisco predicts that more than 84% of all internet traffic will be video by 2018.
Personalization: Content Strategy at its Finest - Content Strategy New Englan...AvenueCX
The same rules that apply to formulating a robust content strategy framework apply to personalization. Strong personalization not only requires a robust content strategy, it is an aspect of content strategy. Kevin Nichols examines some considerations a content strategist must think about for personalized content.
Programmatic advertising in china by daxue consultingDaxue Consulting
Programmatic advertising emerged in China in 2012 and has brought great change to China's digital advertising market. It is embracing a huge room for growth since the industry is just in the beginning stage. What is the market size of programmatic advertising? How do different sectors in programmatic advertising work? What are the further trends? All you need to know about China's programmatic advertising are included in the comprehensive report provided by daxue consulting.
Achieve a truly individual customer experience: Hear how American Express are...marketingfinder.co.uk
Establishing a global content strategy that relates to the needs of your regional internal teams and delivers a great experience to your customers presents a real challenge to the modern marketer.
Join Aaron Suppel, Global Marketing Manager at American Express, to learn the core business principles that are essential for a successful content experience management strategy. In this webinar, Aaron will discuss how empowering editors, driving scalability and responsive web principles have all enabled American Express to deliver unique, personalised experiences to their customers around the globe.
The Art of the Possible: Designing an Omni-channel Strategy OptusBusiness
Dr Catriona Wallace - Customer Experience Specialist
The current convergence and integration of customer experience channels and the increasing sophistication and use of multi-media channels and devices by consumers means the consumer landscape is changing rapidly.
Today, organisations are seeking to gain competitive advantage by creating a continually improving customer experience to improve loyalty and potentially reduce operational costs.
In this session Catriona will outline a company-wide approach to the design and development of an omni-channel customer experience strategy discussing the use of co-creation and design thinking techniques, big data analytics and modelling. Catriona will also explore the impact of this approach on an organisations culture and the importance of having a technology roadmap for the future.
Respond Fast™ uses Voice Activated Call to Action™ (VACTA) technology to extend and enhance offline marketing's customer engagement through Amazon Alexa, Google Assistant, and Microsoft Cortana.
How to use video content-and marketing automationHamlet B2B
It’s probably no surprise to you that video is a preferred content medium. Just look back at how you spent your day online yesterday—chances are that you watched at least one video. How could you resist that play button? And you’re not alone: Cisco predicts that more than 84% of all internet traffic will be video by 2018.
Personalization: Content Strategy at its Finest - Content Strategy New Englan...AvenueCX
The same rules that apply to formulating a robust content strategy framework apply to personalization. Strong personalization not only requires a robust content strategy, it is an aspect of content strategy. Kevin Nichols examines some considerations a content strategist must think about for personalized content.
Programmatic advertising in china by daxue consultingDaxue Consulting
Programmatic advertising emerged in China in 2012 and has brought great change to China's digital advertising market. It is embracing a huge room for growth since the industry is just in the beginning stage. What is the market size of programmatic advertising? How do different sectors in programmatic advertising work? What are the further trends? All you need to know about China's programmatic advertising are included in the comprehensive report provided by daxue consulting.
Speaker:
Mike Davidson, Executive Creative Director at Capgemini in North America.
With the right narrative, brands can speak to their consumers in ways that resonate and drive conversion. In this session, Capgemini DCX North America’s Executive Creative Director will explore trends and techniques to better connect the narratives from initial marketing efforts to a completed purchase. We'll also provide examples of who's using these techniques and how, so attendees can leverage it in a meaningful way.
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...Heather Eng
How do you make your brand part of your customers’ daily lives? At ThinkContent New York 2018, Jenn Eldin, SVP, Head of Global Content, Citi, gave a sneak peek of the new “Life and Money” hub – a major new content initiative that Citi is launching to deepen engagement with its audience. Hear about Eldin’s journey in navigating the internal sell, the evolution of content at Citi, and where it’s going in the coming years.
Presentation: It's the Thought That Counts. Why User Intent and Content Are t...MediaPost
Search and Performance Insider Summit, Deer Valley, UT, Dec. 12, 2019 - 09:45 AM: Diane Sidden of Cisco explains why understanding consumer intent is key to developing the right content. She talks about what signals we need to look at in order to give customers a true red carpet buying experience. Presenter Diane Sidden, Audience Platform Program Manager, Cisco
As the focus on content broadens to include the entire content usage lifecycle, we need to consider not just the needs of individual departments but the need for collaboration and coordination across the entire content management ecosystem, from marketing to support. The good news is that content requirements are converging around a set of core characteristics: modular, structured, semantically rich content that is findable, usable, and reusable across contexts and applications. For content to flow across organizational boundaries, it must be standardized. Does DITA have the answer?
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfShawnNewman13
Duncan Chapple and Shawn Newman delivered a great webinar today introducing their new SageWorkshop on leveraging analyst content to generate leads and personalize cold emails.
Topic: Who’s Taking Care of Your Content?
- 7 things you need before you start writing
- 4 people you need on your side – and the jobs you should delegate to them
- 1 thing you have to stop doing – right now
Solving the B2B Digital Puzzle with the Marketplace ModelMirakl
In 2018, B2B digital commerce surpassed $1 trillion, driven by buyers who demand the same ease of use and price transparency they experience with personal purchases on marketplaces like Amazon.
For manufacturers and distributors, meeting this new demand for digital means evolving how they do business. But between channel conflict concerns and the cost of scaling assortment, digital transformation can be a complicated proposition. For a growing number of B2B organizations, including HPE, Toyota Material Handling, and Satair, the marketplace model is the solution.
Watch the replay of this webinar featuring Andy Hoar, B2B industry expert, and CEO of Paradigm B2B, to hear how the marketplace model can help manufacturers and distributors create a more scalable digital business, reach new customers, and gain valuable customer data. Sagar Bilgi, Director of eCommerce at HPE, also shares how HPE launched a marketplace to provide a seamless buying experience for customers.
This webinar recording will cover the following topics:
- The different marketplace strategies that manufacturers and distributors are using to accelerate digital maturity
- How HPE uses the marketplace model to sell direct without causing channel conflict
- Tips to help you develop the B2B roadmap to becoming digitally-enabled
By embracing digital marketing and integrating it with offline communications, a company will demonstrate thought leadership, reinforce its position as a trusted advisor in the financial services community and fuel new client acquisition.
Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 201...Kevin Nichols
Content Strategy for Omnichannel - keynote at Content Strategy Applied. Best practices for developing a content strategy for Omnichannel, with definitions, review of customer engagement model, multichannel considerations, content lifecycle considerations, how to sell it into an organization and Omnichannel performance metrics to measure.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Demand Gen Report's Killer Content Awards 2016Sigma_Group
Honoring Buyer-Focused Content That Drives Engagement Across Channels
Feb 2015 With the fourth annual Killer Content Awards (KCAs), Demand Gen Report recognizes B2B companies that have helped innovate the content marketing landscape across all channels and leveraged evolving buyer behaviors.
A few themes have emerged from this year’s crop of outstanding campaigns, including an increased focus on buyer-centric content, lead nurturing at all stages of the buying cycle and influencer campaigns.
http://www.demandgenreport.com/industry-resources/ebooks/3124-honoring-buyer-focused-content-that-drives-engagement-across-channels.html#.VOeKZrDF9go
Best Practices in Business Innovation: Business Models Changing the Landscape...Aggregage
Companies these days cannot afford to stand still!
Cheryl Perkins, Founder and President of Innovationedge and a visionary business leader, will share best practices of companies who are defining and implementing new business models. These models are used to create new pathways to value and deliver growth in today’s business climate. She will lead you on a journey through business model basics and describe how companies are taking innovation strategy to the next level, while tackling the current challenges of talent management and innovation fatigue.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
More Related Content
Similar to Customer-Centric, Content First Design at NYC Content Design Meetup
Speaker:
Mike Davidson, Executive Creative Director at Capgemini in North America.
With the right narrative, brands can speak to their consumers in ways that resonate and drive conversion. In this session, Capgemini DCX North America’s Executive Creative Director will explore trends and techniques to better connect the narratives from initial marketing efforts to a completed purchase. We'll also provide examples of who's using these techniques and how, so attendees can leverage it in a meaningful way.
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...Heather Eng
How do you make your brand part of your customers’ daily lives? At ThinkContent New York 2018, Jenn Eldin, SVP, Head of Global Content, Citi, gave a sneak peek of the new “Life and Money” hub – a major new content initiative that Citi is launching to deepen engagement with its audience. Hear about Eldin’s journey in navigating the internal sell, the evolution of content at Citi, and where it’s going in the coming years.
Presentation: It's the Thought That Counts. Why User Intent and Content Are t...MediaPost
Search and Performance Insider Summit, Deer Valley, UT, Dec. 12, 2019 - 09:45 AM: Diane Sidden of Cisco explains why understanding consumer intent is key to developing the right content. She talks about what signals we need to look at in order to give customers a true red carpet buying experience. Presenter Diane Sidden, Audience Platform Program Manager, Cisco
As the focus on content broadens to include the entire content usage lifecycle, we need to consider not just the needs of individual departments but the need for collaboration and coordination across the entire content management ecosystem, from marketing to support. The good news is that content requirements are converging around a set of core characteristics: modular, structured, semantically rich content that is findable, usable, and reusable across contexts and applications. For content to flow across organizational boundaries, it must be standardized. Does DITA have the answer?
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfShawnNewman13
Duncan Chapple and Shawn Newman delivered a great webinar today introducing their new SageWorkshop on leveraging analyst content to generate leads and personalize cold emails.
Topic: Who’s Taking Care of Your Content?
- 7 things you need before you start writing
- 4 people you need on your side – and the jobs you should delegate to them
- 1 thing you have to stop doing – right now
Solving the B2B Digital Puzzle with the Marketplace ModelMirakl
In 2018, B2B digital commerce surpassed $1 trillion, driven by buyers who demand the same ease of use and price transparency they experience with personal purchases on marketplaces like Amazon.
For manufacturers and distributors, meeting this new demand for digital means evolving how they do business. But between channel conflict concerns and the cost of scaling assortment, digital transformation can be a complicated proposition. For a growing number of B2B organizations, including HPE, Toyota Material Handling, and Satair, the marketplace model is the solution.
Watch the replay of this webinar featuring Andy Hoar, B2B industry expert, and CEO of Paradigm B2B, to hear how the marketplace model can help manufacturers and distributors create a more scalable digital business, reach new customers, and gain valuable customer data. Sagar Bilgi, Director of eCommerce at HPE, also shares how HPE launched a marketplace to provide a seamless buying experience for customers.
This webinar recording will cover the following topics:
- The different marketplace strategies that manufacturers and distributors are using to accelerate digital maturity
- How HPE uses the marketplace model to sell direct without causing channel conflict
- Tips to help you develop the B2B roadmap to becoming digitally-enabled
By embracing digital marketing and integrating it with offline communications, a company will demonstrate thought leadership, reinforce its position as a trusted advisor in the financial services community and fuel new client acquisition.
Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 201...Kevin Nichols
Content Strategy for Omnichannel - keynote at Content Strategy Applied. Best practices for developing a content strategy for Omnichannel, with definitions, review of customer engagement model, multichannel considerations, content lifecycle considerations, how to sell it into an organization and Omnichannel performance metrics to measure.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Demand Gen Report's Killer Content Awards 2016Sigma_Group
Honoring Buyer-Focused Content That Drives Engagement Across Channels
Feb 2015 With the fourth annual Killer Content Awards (KCAs), Demand Gen Report recognizes B2B companies that have helped innovate the content marketing landscape across all channels and leveraged evolving buyer behaviors.
A few themes have emerged from this year’s crop of outstanding campaigns, including an increased focus on buyer-centric content, lead nurturing at all stages of the buying cycle and influencer campaigns.
http://www.demandgenreport.com/industry-resources/ebooks/3124-honoring-buyer-focused-content-that-drives-engagement-across-channels.html#.VOeKZrDF9go
Best Practices in Business Innovation: Business Models Changing the Landscape...Aggregage
Companies these days cannot afford to stand still!
Cheryl Perkins, Founder and President of Innovationedge and a visionary business leader, will share best practices of companies who are defining and implementing new business models. These models are used to create new pathways to value and deliver growth in today’s business climate. She will lead you on a journey through business model basics and describe how companies are taking innovation strategy to the next level, while tackling the current challenges of talent management and innovation fatigue.
Similar to Customer-Centric, Content First Design at NYC Content Design Meetup (20)
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
24. • A content-first approach means we look to the
customer's needs, and connect the dots between
those needs and our business objectives
• We provide the most relevant content, when the
customer needs
• Our tech stack and operations are built around the
customer and her requirements
• Our content delivery mechanisms reflect that reality
• We use analytics and customer research to inform
all of our content decisions
Content-First because it creates a fully-realized customer experience
And for too long, content-last or confused content priorities create chaos.
41% of US consumers said
they ditched a company
because of “poor
personalization” and lack of
trust.
— Accenture Strategy, Pulse
Check, 2018
40. THANK YOU!
Kevin P Nichols
Email
LinkedIn
Twitter
YouTube
knichols@avenuecx.com
linkedin.com/in/kevinpnichols
@KPNichols
https://www.youtube.com/user/kevinpnichols
Editor's Notes
You will find much of my thinking on my personal website at kevinpnichols.com and you will find very detailed information on how to create an enterprise content strategy in my book, Enterprise Content Strategy: A Project Guide.
You can find us at AvenueCX.com. For more information on our work with ComBlu, see the Big Content Alliance, at: https://bigcontentalliance.com/
AvenueCX developed this content strategy framework to illustrate the various inputs for, and aspects of, a robust content strategy. Why? Because successful personalization requires a strong content strategy framework to define it, maintain and evolve it.
The number one thing that gets in the way of successful content is not the content itself. It is the operational readiness and willingness to do what needs to be done for content to be successful.
Image Source: https://www.flickr.com/photos/nesster/9443764481
This goes along with organizational silos; as generally silo’d perspectives create the dynamic of singular channel focus within a multichannel ecosystem. Often businesses are set up to incentivize a singular channel lens—budgets are granted by how much someone sells online versus instore—and not by the holistic picture of customer experience. Cross channel challenges are further impeded by the inability to track the customer experience across channels or the willingness to do so. No customer experience when channels are isolated, is going to benefit your brand.
Image Source: https://www.flickr.com/photos/24oranges/8345190921
This ties into other two issues. But biggest challenges here are: 1. Analytics are either incomplete due to silos 2. Lack of investment 3. Analytics teams not bought into necessary conversations and content and content planning 4. If you are a content strategist or content design or even work in content, and analytics folks are not your best friends, your content is going to have problems 5. Finally, where is also an issue is that teams are afraid of what analytics will tell them, so objectives aren’t tied any real valuable measurement of performance.
Image Source: https://www.flickr.com/photos/nicocaramella/14837343727
Content lives within an ecosystem, customers engage with your brand throughout that ecosystem. When it is messy internally, it most certainly is worse when experienced externally.
Image Source: https://www.flickr.com/photos/allyaubryphotography/3184992611
Vendors emphasize their solutions can fix broken customer experiences. Take Customer Data Platforms or experience marketing platforms for example. These can help with cross channel content. But without a strong cross-channel strategy already in place and the mechanisms to create the content to support it, these will only get you so far. And layering another system over already poor systems with unstructured content or disconnected channels, will offer you little solace. Content Marketing also promised to address content challenges. Organizations invested heavily into it, but the problem here is that content marketing is often mostly focused on brand amplification and building brand awareness. This is great for the first stages of the customer journey. But what happens when the customer moves into later stages?
Image Source: https://www.flickr.com/photos/wfryer/9991965226
Ironically, I came up the definition of content strategy being: getting the right content to the right use at the right time. I was the first to define content strategy this way. Now everyone and their mother has adopted, adapted and repurposed this concept. And although in and of itself, it’s a fine concept—still relevant—many businesses still face the same challenges they did with content when I came up with it, in 2007. It comes down to content is either viewed as too complicated to sort out, an afterthought, a lack of real understanding of the customer, or my favorite- content is everything, and everyone owns (hence, no one really does.)
Image Source: https://pxhere.com/en/photo/980318
Which get us to this. Have any of you seen the UPS commercial on supply chain management, where consultants come in, deliver a presentation that identifies the problems, and tell the biz what to do? The presentees say: “That’s great, no do it.” The presenters answer: “We don’t actually do it…” If I had a dollar for every time I hear a business say they have spent a lot of money on content strategy consultants and saw nothing of value in return, I’d be quite wealthy. That is not to say that there are good strategy consultants out there, there are. But there is also a lot of navel gazing and stating the obvious…More on that in a bit
https://en.wikipedia.org/wiki/Omphaloskepsis#/media/File:Satyres_en_Atlante_Rome_Louvre_2.jpg
No one knows your business better than you, but that does not mean that you know your customers better than anyone else or any other business. If there is one takeaway from this prez, it is that understanding your customers and their behavior is the only way to ensure effective and good content.
Image Source: https://www.flickr.com/photos/retrogui_photos/6816367679
This means we look at our customer experience, their journeys, etc., and we wrap our internal operations and technology stack around the needs of the customer to support those needs. This means looking externally to structure how we do business. It requires a melding of business objectives with customer needs.
Image Source: https://www.flickr.com/photos/twm_news/6521097201/
Cross channel collaboration is the foundation for strong customer experience. It requires the right analytics to measure the experiences across channels, content to support each channel and equally as important, the points at which a customer moves from one channel to the next, and an operational commitment to support the customer regardless of what they are doing within which customer touchpoint.
Image Source: https://commons.wikimedia.org/wiki/File:Radio_News_Nov_1928_Cover.jpg
Radio News staff, unknown illustrator. [Public domain]
You cannot have an understanding of your user without analytics. You need hard data – which tells you what they are doing, and soft data such as user research, insights, surveys, etc. this needs a cross channel focus. And a mechanism to report the data in meaningful ways.
Image Source: https://upload.wikimedia.org/wikipedia/commons/e/ed/1952_-_Town_Auto_-_Dankel_Chevrolet_-_18_Dec_MC_-_Allentown_PA.jpg
Having the above items in place starts to get you there. It won’t be perfect, but foundation is
Image Source: https://www.flickr.com/photos/harryh1882/27728498549/in/photostream/
All technology solutions should start with strong requirements and a strategy that understands your customers, your business, and your content. It is then, and only then, that you should make a technology solution decision. “Personalization has been the most demo’d but least implemented function of DX (Digital Experience) platforms for over a decade.”
— Tom Wentworth, chief marketing officer for RapidMiner and former CMO of Acquia
Image Source: https://www.flickr.com/photos/97453745@N02/9041751579
As noted on Tullio Saba’s Flickr account: (https://www.flickr.com/photos/97453745@N02/):
“Original Caption: APRIL 17, 1959. MECHANICAL MAN. NEW YORK. DECKED OUT IN SOME STRANGE-LOOKING HEADGEAR, THIS LAD IS DEMONSTRATING THE TALENTS OF "ROBERT THE ROBOT," A NEW MECHANICAL TOY. THE ROBOT'S EYES LIGHT UP, HE WALKS, HE TALKS AND MOVES HIS HANDS--ALL VIA REMOTE CONTROL.THE MECHANICAL TOY, MADE BY THE IDEAL TOY CORP., WILL BE DISPLAYED AT THE AMERICAN FAIR IN MOSCOW THIS SUMMER. IT SELLS FOR ABOUT SIX DOLLARS.”
This gets back to the right content, right user, right time. No brainer, right? But without all of the above in place, this gets very difficult to establish and deliver upon.
Photo: Record store. 1950s. Image Source: http://omnichannelcontentstrategy.com/resources/
The bottom line is, you can use content quantify the success of your customer experience. You can also demonstrate costs saved by operational improvements. This all impacts the overall revenue of your business. Demonstrating this through the realization of your strategy means approved budgets.
Image Source: https://www.maxpixel.net/Cash-Register-Play-Register-Toy-Cash-Vintage-1749117
American Customer Satisfaction Index: 1. Chick-Filet 2. Treader Joes 3. Aldi, 4. Amazon, 5. Lexus.Sailthru personalization index 1. Sephora 2. Body Shop 3. Urban Outfitters 4. Walmart 5. Ebay
“Sephora’s obsession with its customer journey continues to differentiate the global beauty brand as once again, it reigns supreme in the Index, now with perfect scores across email, web, and mobile”
https://commons.wikimedia.org/wiki/File:People_serving_themselves_at_the_Bergs_Supermarket_meat_section,_circa_1950_(6327551210).jpg
Content first is a business principle. It means we understand that if we focus on the customer—next to product and service—content considerations need to be the primary considerations. And we formulate content requirements vis-à-vis our customer experience before we make technology or marketing decisions. From deciding on the content itself, to the design that houses it, content requirements need to be well understood. It also means we work backwards from the customer and her experience to define which content is required at every single touchpoint and how exactly we message that content.
Image Source:
Dancers from American Ballet Theatre Perform at White House. https://www.jfklibrary.org/Asset-Viewer/Archives/JFKWHP-ST-225-27-62.aspx
Deliver consistent and exceptional customer experiences across touchpoints
Operational readiness to align processes, tools, people
Improved Content Experiences
Data that yields results
Budget because – ROI is effectively to CX across channel
Image Sources:
Customer Experience: https://www.pexels.com//best-choice-customer-experience-four-279934/
Grain Silos - https://www.publicdomainpictures.net/en/view-image.php?image=235234&picture=sepia-grain-silo
Typewriter and Scales, property of AvenueCX
I put this at number one, because if you don’t have a cross-functional team that looks to all these things, you are not going to be able to be as successful as you could be. You should put this in place immediately.
You need to build a well-informed strategy that not only looks at business objectives and goals, but equally important, those of the customer, based on the customer needs. And meld those together to frame objectives around your content that will show how content will meet the customer needs and improve customer experience.
You should leverage personas, segmentation models, user research, and then tools such as customer journey maps, which is what we see here. Do the persona questions—how many of you…A customer journey map, which provides the external lens, then can be broken down into specific customer journeys which you can map content to. Remember, empathy is a very important aspect. So tools such as empathy maps, built into you customer journey mapping process can really help you determine how your customer feels and what drives them to different solutions. You can also use findings from machine learning and marketing science efforts.
There are data inputs, as in hard data inputs. They tell who a customer is and what they are doing. But to understand the “why, to really engage the customer, with compelling content, you have to go further. You need to provide messaging to them that really speaks to their drivers and motivations. Today, in content, relevance is everything. This requires an extensible messaging framework that speaks to your different customers considering their unique needs and motivations.
Source:
Ann Handley quote: https://www.sproutcontent.com/blog/12-Inspiring-Content-Marketing-Quotes-From-the-Experts-and-a-Rockstar
This is a closed loop lifecycle to content planning and creation.
If you go through the above, you can make decisions around which content is right per which channel and customer journey stage. This is an omnichannel example, where the singular view of the customer is understood. Even if you cannot delivery on something like this, because of tech / budget constraints, you should go through the process of identifying which content is necessary, as it helps to inform decisions and puts your existing content is a more customer-positive framework.
American Customer Satisfaction Index: 1. Chick-Filet 2. Treader Joes 3. Aldi, 4. Amazon, 5. Lexus.Sailthru personalization index 1. Sephora 2. Body Shop 3. Urban Outfitters 4. Walmart 5. Ebay
“Sephora’s obsession with its customer journey continues to differentiate the global beauty brand as once again, it reigns supreme in the Index, now with perfect scores across email, web, and mobile”
Organizations say their biggest obstacles in achieving success with digital business initiatives include lack of sufficient budget (39%), lack of staff and/or correct skill sets (36%), the need to replace legacy systems (34%), and cultural issues (33%). - Source IDG: https://resources.idg.com/download/white-paper/2018-digital-business
73% of buyers point to customer experience as an important factor in purchasing decisions - https://www.superoffice.com/blog/customer-experience-statistics/
https://www.gartner.com/en/newsroom/press-releases/2019-01-21-gartner-survey-shows-37-percent-of-organizations-have
Alex Genov of Zappos offers: “If you see people as just a user or just a buyer then you don’t see the whole person and, as a result, you don’t see the whole opportunity.”
Now all of this requires a plan in place to measure ongoing performance of your solution.
Do you think Louis Armstrong went into a performance unprepared? Perhaps he did have some anxiety before performing but this clearly never stopped him from excelling and offering his audiences riveting performances.
Source:
“Are you doing personalization wrong.” Adrian Swinscoe, Forbes (28 July 2018).
https://www.forbes.com/sites/adrianswinscoe/2018/07/28/are-you-doing-personalization-wrong/#53efd3f436b7
Image source:
https://en.wikipedia.org/wiki/1940s_in_jazz#/media/File:Louis_Armstrong2.jpg