This document discusses the digital transformation and the rise of "wisdom workers". It notes that the initial focus on e-business executives lasted only 24 months on average. While technology has enabled content distribution, the value of content itself has decreased. Marketers are confident but unsure if they have the right capabilities, strategies for growth, understanding of ROI, or operating models. The future will require a focus on reinventing businesses and customer experiences rather than just content management. Data has given way to a need to understand emotional data and create meaningful experiences through questions. Wisdom and judgment are now needed more than just knowledge work. The conclusion advocates for believing in progress while also "inventing shipwrecks" through questioning to drive new understanding.

1. WISDOM WORKERS& T H E D I G I T A L T R A N S F O R M A T I O N

2. “inventing the shipwreck”
- Paul Virilio

3. a funny thing happened on the
way to the digital transformation…
part 1.

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ENHANCE

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THE DIGITAL TRANSFORMATION

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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

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we digitized the analog world

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the content technology revolution was realized at
the expense of the value of content itself…

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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…

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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

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The Right Technology In Place To Manage
Content Marketing Efforts
Digital Content Marketing Tech
ICC 2017 Content Strategy Study

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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

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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

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Technology

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algorithms, automation, and ai, oh my!

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.

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the rise of the wisdom of
stories and emotional data
part 2.

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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

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Emotional Data
Given vs. Gathered

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Example… Poll Survey…
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Topic A Topic B Topic C Topic D
0
1
2
3
4
5
6
Topic A Topic B Topic C Topic D

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what does this mean?
it means we’re in this together

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“facts are commodities”

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“the knowledge worker”
1957-2017

26. “the wisdom worker”
2017 -

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“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

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what do you really do?

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“invent shipwrecks”

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Believe IN
THE SHIP.

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B
Lets go quietly
and invent shipwrecks
together!