Designing Content To Scale - Time To Rethink Everything
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Designing Content To Scale - Time To Rethink Everything The digital revolution has brought disruptive change to established business models and customer engagement. This reality is challenging every marketing organization to redefine how they create audience awareness, engagement and support the customer journey. Traditional marketing structures and workflows were not designed to support a multi-channel, multi-media and multi-purposed approach. Sustainable content strategies must be engineered for agility and scale.
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Designing Content To Scale - Time To Rethink Everything
- 1. De s i g n i n g C o n t e n t To S c a l e! Rethink Everything Ed Youngblood Director, Content Strategy @yngbld5
- 2. why how message what when who where scale matters Design content to meet new requirements, not classical marketing process or structures customer Industry media WIFM future analysts Proof points WIFM WIFM WIFM media Industry trend media media media media media media media
- 3. 1800 1900 2000 08 22 01 08 15 EVOLUTION OF!cellular media 1981 PC’s 1994-spam 1995 - Search Digital > 1730 Mags 1839 Posters 1867 Billboards 1922 Radio 1941 TV 1700 17 5 0 18 5 0 19 5 0 2 0 5 0 1450 Movable Type 1901 Print > Catalogs Broadcast > 1976 WTBS 1973
- 4. .com bubble 1980 19902000 2010 19 8 5 19 9 5 2 0 0 5 08 22 01 08 15 ? 2 0 5 0 1985 Desktop publishing 1994 Email 1995 Search Print 2005 Google Anal. /SEO 1998 Blogs bursts 2000 PPC Great Recession 2003 Social 2007 Twitter 2011 Google+ 2007 iPhone 2010 iPad EVOLUTION OF! digital
- 5. trends in contrast 2 0 0 8 2 010 2 012 2 0 0 9 2 011 2 013 2 014 2 015 Digital media & channels Broadcast Print Employment Broadcast print hiring digital
- 6. Time To Adapt Change is our only constant
- 7. customer interactions have changed
- 8. attention spans have changed
- 9. expectations have changed Report: B2B CMOs Must Evolve Or Move On Pace of technology change will continue to accelerate Marketing taking new responsibilities without change in budget or resources Marketing does things no one expected to be a responsibility 3 – 4 years ago Leadership team judges success (or failure) faster than before Planning is challenging because pace of change is so much faster Strongly Agree Agree Difficult to keep up with changes in marketing technology and practices I feel overwhelmed by speed of change in the business “To what extent do you agree or disagree with these statements about the pace of change you experience as a marketing leader?”
- 10. DIGITAL expectations resources experience 2 < squared > 1 < unchanged > 0 < uncharted territory > Now wha t?
- 11. 11 From personal to digital
- 13. TURN OFF ! auto-pilot
- 14. What’s this I hear about the buyer journey? They need a map!
- 15. The JOURNEY looks much! more like! this than a funnel
- 16. customer media One and done is not a ! strategy Industry trend media why how Industry media analysts future WIFM Proof points WIFM message what when who where media media media media
- 17. Re-evaluate Re-engineer Re-tool COPE
- 18. Dimensions of content Timing Sequence Persona Relationships Media Channels Buy stages Language Reporting Analysis
- 19. Create extensive message maps Visualize the journeys
- 21. Embrace video, audio and transcription as a content tool and asset
- 22. Creative matters more now than ever Find the most creative people you can
- 23. why how message what when who where customer Industry media WIFM future analysts Proof points WIFM WIFM WIFM media Industry trend media media Design and create content in chunks Build bottom to top
- 25. Rinse and repeat (everywhere) Awareness = (consistent messages + repetition) 5x-Effective Frequency 7x Impressions
- 27. WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME THINKING WE USED WHEN WE CREAT E D THEM -Alber t Einstein