My talk for SDL's Innovate ( #SDLInnovate ) conference in San Jose. I discuss how content can be a centralizing force to content marketing, context is the new CMO mandate - and the embrace of context can actually be a smart way to construct a process for driving better customer experiences.
5. We can skip this part, right?
Growth, fragmentation, multiple channels...
6. The true challenge is the pressure of executing fast
and chaotic change while simultaneously delivering
increasingly profitable, data-driven results.
19. WEB SOCIAL CRM BRAND EMKTG PR
Website
Content
SEO
Traffic
SEO
Leads
Facebook
Twitter
LI
Likes
Followers
Twitter
CRM
Community
TV
RADIO
Strategy
????
Blog
Email
Content
Working
on it
Press
Newsroom
Earned
MediaNot
Fortune 500 Insurance Company
21. “A fragmented approach to
content leads to inconsistent
messaging; huge variations in
voice, tone, brand, and
messaging; and an inconsistent
customer experience.”
Rebecca Lieb
35. Financial Services Consultancy
Engagement or frustration?
Long form or short form content?
SOLUTION: Understand audience needs and
deliver appropriate content to appropriate channel
39. data in hand is used to optimize
transactions - not create relationships
It’s the engagement that’s important,
systems can come with time.
40. “We delegate what’s
uncomfortable. Process
makes us comfortable,
organized and scalable. But
do we need to pit it against
creativity?
We require mental and
physical space for ideas to
be shaped, shared, iterated,
stomped to smithereens and
reiterated.”
- Beth Comstock
CMO, GE
41. I was either going to
have to spend 2 Years
teaching our agencies
and structuring the
process to do this.
Or, I could give it away
and get straight to
work.”
-‐
J.
Mildenhall