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#C2C16 Using Content Marketing at Scale Across the Enterprise Ardath Albee, CEO, Marketing Interactions Kirsten Jepson, Senior Director, Market Strategy, SYKES
24

Content Marketing At Scale Across The Enterprise: A Roadmap

Feb 17, 2017

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Page 1: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

UsingContentMarketingatScaleAcrosstheEnterprise

ArdathAlbee,CEO,MarketingInteractionsKirstenJepson,SeniorDirector,MarketStrategy,SYKES

Page 2: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

Let’sDefineScale

VolumeorQuantity

@ardath421|@kkjepson

Page 3: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

ScaleisDepth&Breadth

@ardath421|@kkjepson

Page 4: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

DigitalRelevanceFigure10.1

@ardath421|@kkjepson

Page 5: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

ScaleisAboutStory…

…creatingvision

@ardath421|@kkjepson

Page 6: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

TheChaosofScaleasVolume

4Personas X 5Verticals X 12Touches

= 240 contentassetstotoucheachpersonaineachvertical1Xpermonthfor1year@ardath421|@kkjepson

Page 7: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16@ardath421|@kkjepson

Page 8: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

ReduceVolume

IncreaseValue

• Identify• commonalities• differences

@ardath421|@kkjepson

Page 9: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

Persona

Topic

IndustryUseCase

CreatePivotPlans• Willthesameinfobeuseful?• Howwillitchangebyindustry?• What’sarelevantillustration?

@ardath421|@kkjepson

Page 10: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

• 2Personas• Newtitle• Newintro&conclusion• Samebodycopy• Differenttags,keywords

PersonaPivots

@ardath421|@kkjepson

Page 11: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

IndustryPivots

@ardath421|@kkjepson

Page 12: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

RevisittheMath

4Personas X 1[w/5Pivots]X12Touches

= 48 Originalcontentassets[Butyoustillget240total]

@ardath421|@kkjepson

Page 13: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

§ WhitePapers,Webinars,ebooks,IndustryBriefs§ Focusondrivingconsensus§ Addresseachpersonainrelationtothetopic§ Repurposeeachpersona’ssectionintoablogpostorarticle§ Pivotforindustry

NowYouHaveSpacetoAddMoreValue

EachContentProjectCanServeasaMultiplier

@ardath421|@kkjepson

Page 14: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16Kapost ContentIdeaGuide

@ardath421|@kkjepson

Page 15: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

PersonasareTreasureTrovesforIdeas

CostManagement

Problem

FirstContactResolution

CallCenterOps

Retentionasasourceofgrowth

CustomerExperience

Upsellduringsupport

transactions

LineofBusiness

@ardath421|@kkjepson

Page 16: Content Marketing At Scale Across The Enterprise: A Roadmap

PRESENTEDBY

#C2C16

KirstenJepsonSYKES

ABehind-the-ScenesLookatScale

Page 17: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

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

Page 18: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

IDEAS

Page 19: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

OpportunitiesinPlainSite – AVisittoManila

Page 20: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

MultiplyingSMEInformation

• 1Phone interview• 3Articles• Allindustries• Multiplecampaigns

Page 21: Content Marketing At Scale Across The Enterprise: A Roadmap

CelebrateTheirContributions

Page 22: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

CoordinatingAcrossTeamsContentMarketingLibrary

Page 23: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16

ThankYou!

ArdathAlbeeCEO,MarketingInteractionswww.marketinginterations.com

KirstenJepsonSeniorDirector,MarketStrategySYKESEnterpriseswww.sykes.com

Page 24: Content Marketing At Scale Across The Enterprise: A Roadmap

#C2C16