Content Marketing At Scale Across The Enterprise: A Roadmap

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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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