content marketing at scale across the enterprise: a roadmap
TRANSCRIPT
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UsingContentMarketingatScaleAcrosstheEnterprise
ArdathAlbee,CEO,MarketingInteractionsKirstenJepson,SeniorDirector,MarketStrategy,SYKES
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Let’sDefineScale
VolumeorQuantity
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ScaleisDepth&Breadth
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DigitalRelevanceFigure10.1
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ScaleisAboutStory…
…creatingvision
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TheChaosofScaleasVolume
4Personas X 5Verticals X 12Touches
= 240 contentassetstotoucheachpersonaineachvertical1Xpermonthfor1year@ardath421|@kkjepson
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ReduceVolume
IncreaseValue
• Identify• commonalities• differences
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Persona
Topic
IndustryUseCase
CreatePivotPlans• Willthesameinfobeuseful?• Howwillitchangebyindustry?• What’sarelevantillustration?
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• 2Personas• Newtitle• Newintro&conclusion• Samebodycopy• Differenttags,keywords
PersonaPivots
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IndustryPivots
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RevisittheMath
4Personas X 1[w/5Pivots]X12Touches
= 48 Originalcontentassets[Butyoustillget240total]
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§ WhitePapers,Webinars,ebooks,IndustryBriefs§ Focusondrivingconsensus§ Addresseachpersonainrelationtothetopic§ Repurposeeachpersona’ssectionintoablogpostorarticle§ Pivotforindustry
NowYouHaveSpacetoAddMoreValue
EachContentProjectCanServeasaMultiplier
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#C2C16Kapost ContentIdeaGuide
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PersonasareTreasureTrovesforIdeas
CostManagement
Problem
FirstContactResolution
CallCenterOps
Retentionasasourceofgrowth
CustomerExperience
Upsellduringsupport
transactions
LineofBusiness
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PRESENTEDBY
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KirstenJepsonSYKES
ABehind-the-ScenesLookatScale
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IndustryMessageMap– Builda“Platform”DigitalSupport ChannelsCustomerExperience
InnovationFinancialServices Healthcare Retail Travel
NewLogo Growth Payer MedDevice Provider All All• Cost
management• Customer
Experience• RevenueRetention
andGrowth
• CustomerExperience
• Costmanagement
• Revenue RetentionandGrowth
• LearningtoOutsource
• Costoptimization
• Changeinmemberexperience
• CustomerExperience
• Retention• Competition• BusinessProcess
Improvements• Chat, digital,self
service• JourneyMapping
• Consolidation• Moredemand• Learningto
outsource
• Costmanagement
• Onlinesales• Changingconsumer
buyingpatterns• Flexibility• RevGeneration• Efficiency• Training• SMediaThreats
• Recruiting agentswithspecificexperience
• Training• Crosssellingand
upselling• Seasonality• Flexibility
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IDEAS
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OpportunitiesinPlainSite – AVisittoManila
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MultiplyingSMEInformation
• 1Phone interview• 3Articles• Allindustries• Multiplecampaigns
CelebrateTheirContributions
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CoordinatingAcrossTeamsContentMarketingLibrary
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ThankYou!
ArdathAlbeeCEO,MarketingInteractionswww.marketinginterations.com
KirstenJepsonSeniorDirector,MarketStrategySYKESEnterpriseswww.sykes.com
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