Couture content and the journalist's approach

INTERNAL
Jack Dyson,
Global Head of Content Strategy
SAP Customer Experience
Month 00, 2019
Couture content and
journalistic hacks

5INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What marketers can learn from publishers

Awareness
Interest
Discovery
Consideration
Action
Use
Advocacy
Support portal,
in-store, word of
mouth, reviews,
contact center,
face to face

THE NEWSROOM

SCOOP?

Tried - and tested - gateways

1: If you build it, they still might not come.

2: Follow a solid governance model
AnalyzePlan Creative
Strategic Execution
Governance*
Publish /
promote
Driver
(vision/
strategy)
CEO/CMO/VP
Ensures
consensus
Awards
creative
mandate
Manager/
director
(strategy/
tactics)
Doer and
collaborator,
ensures overall
execution stops
things being
siloed
Creative
lead
(brand
advocate)
CEO/CMO/VP/
consultant: are
we on brand,
message,
quality?
Producer
(coordinate
workflow)
Focused on
content creation –
also ensure
omnichannel
segmentation
SEO/
analytics
(reporting)
Insights to
maximize ROI –
what’s working?
What’s not?
PR/
comms
(Distrib.)
Maximise visibility
beyond owned.
Build paid &
earned.
Customer
advocate
(reality
check)
SEO/
analytics
(reporting)
Insights to
maximize ROI
Outside-in CX
focus – can be
sales collab.
*next page

2: Governance – collaborative, accountable effort
Head of committee / Executive sponsor
e.g. CMO
Point of ultimate arbitration/escalation
Meets once per quarter
Committee members
e..g. head of content, snr mkting, sales, CTO
Content, oversight, veto per expertise
Meets once per quarter
Head of working group
e.g. web editor
Leads content calendar, vetos content
Meets once per month
Working group members
e..g. content engineer, creative, SEO
Personalization, localization, assigns work,
Meets once per month
One governance committee
Multiple working groups per content streams

3: Follow solid editorial process
PLAN COMMISSION CREATE CHECK PUBLISH
LISTEN ADAPT

4: Get great talent

5: Sense Check

6: Be charming

7: Squeeze the value
Big block
Commercial
Support
Your
issue
Channels:
• Branded social media accounts
• Personal social media accounts
• Homepage notification banner
• App store changelog
• Email newsletters
• Marketing landing pages
• Blogs on owned websites
• Blogs on hosted platforms (e.g.,
Medium, WordPress)
• In-product notification areas
• In-store
• ATL
• DOOH
Content needs to work hard – consistent across multiple channels, touchpoints and moments

8: Say it again (with originality)
 BTS photos
 Interviews
 Multiple (shorter)
social edits
 Marketing
 Pre-sales
 Enablement
 Nurture

B2B = Boring and Bland?
9: Every page must engage

10: The power of inclusion

“Hard times arouse an
instinctive desire for
authenticity.”
Coco Chanel

COUTURE CONTENT
“My favorite thing is a black
sweater and skirt, which you
can wear all the time by
changing the accessories.
Yves Saint Laurent

“Elegance does not consist of
putting on a new dress.”
Coco Chanel

Chanel B2B: Le Tribune

Le Tribune: Personal distribution…and fun!

Bespoke B2B for Pernod Regal (internal comms)

With couture, the great thing is that each piece
has its own character,
and you have space to explore and
continue themes season after season.
Giles Deacon

Thank you.
JACK DYSON
@DYSONOLOGY
Jack.Dyson@SAP.com

Couture content and the journalist's approach

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