6. @ Robert_Rose
EWHERE
DID OUR
E-BUSINESS
CZAR GO?
“most CEO’s see
the value of
appointing an
e-business czar -
an executive to
create and oversee
the enterprise e-
business strategy.
It’s a transient
figure, lasting no
more than 24
months. ”
INFOWORLD, 2001
9. @ Robert_Rose
the content technology revolution was realized at
the expense of the value of content itself…
10. @ Robert_Rose
your future does not lie in
managing copy, or
content or using software
to fit current business
needs…
…it will be in your ability to wisely
reinvent the business focusing on
NEW customer experiences…
11. @ Robert_Rose
34%
don’t have all the tools
AND don’t fully utilize
the ones they have
8%
Fully utilized
mar-tech stack
25%
all the tools
but not fully
utilized
33%
don’t have all tools
but fully utilize what
we have
http://chiefmartec.com/2015/08/9-marketers-complete-fully-utilized-martech-stack/
TECHNOLOGY
WILL SAVE THE DAY
12. @ Robert_Rose
The Right Technology In Place To Manage
Content Marketing Efforts
Digital Content Marketing Tech
ICC 2017 Content Strategy Study
13. @ Robert_Rose
Better use tech
Build content strategy
Map customer journey
Artificial Intelligence
Develop workflows
Management buy-in
Set up content team
0 17.5 35 52.5 70
GREATEST EDUCATIONAL NEEDS
REGARDING CONTENT MANAGEMENT
Digital Content Marketing Tech
ICC 2017 Content Strategy Study
14. @ Robert_Rose
MARKETERS ARE CONFIDENT?
KANTAR VERMEER / AMA 2017 MARKETING CONFIDENCE STUDY
SO WHAT ARE WE SO CONFIDENT ABOUT?
-6% -5% -13% -11%
HAVE THE RIGHT
CAPABILITIES?
DOING THE
RIGHT THINGS
FOR GROWTH
INVEST IN
CUSTOMERS THAT
MATTER
WE UNDERSTAND
ROI
-8%
HAVE THE
RIGHT OPERATING
MODEL
18. this is where content & marketing is…
thoughtful strategy has given way to execution.
creative insight has given way to failing fast.
innovation has given way to acceptable inefficiency.
20. @ Robert_Rose
data
clicks
registrations
form fills
email addresses
page views
social posts
likes
followers
shares
user
session
traffic source
adwords
platform or device
system
content grouping
site speed
app tracking
event tracking
sale
time on site
bounce rate
clickthrough rate
open rate
subscriber
name, email
title
address
27. @ Robert_Rose
“street smarts”
the “power of judging rightly and creating
the soundest course of action, based on
knowledge, experience, understanding,
etc.” (Webster’s New World College
Dictionary, 1997, p. 1533).
“wisdom”
28. content
is invented
experience
technology can
enable and scale
emotional intelligence
&can you invent
remarkable
experiences
can you add YOU
into the experience
if you invent more
meaningful
questions
can you create
more emotional
data