WELCOME TO THE OFFICE OF BEING INTERESTING WHERE CONTENT IS KING Jim Fields & Celia Brown Customer Experience Marketing
Welcome to the Office of Being Interesting- Where Content IS King
Jan 13, 2015
Customer Engagement Marketing Summit 2013
Jim Fields and Celia Brown, SAP Marketing
We’ve all heard that "content is king" — but not all content is worth writing home about (pun intended!). Discover the benefits of building a virtual newsroom to discern interesting, relevant and otherwise untapped content sources and orchestrate a flow into the right channels at the right time to consume, syndicate, and amplify it. Learn best practices and strategies to unlock the content potential of your organization.
Key Takeaways
Uncover untapped sources of content from your customers, partners, and employees
Take customer stories to the next level via new interview strategies
Leverage technology to synergize your content across traditional, mobile and social channels
Jim Fields and Celia Brown, SAP Marketing
We’ve all heard that "content is king" — but not all content is worth writing home about (pun intended!). Discover the benefits of building a virtual newsroom to discern interesting, relevant and otherwise untapped content sources and orchestrate a flow into the right channels at the right time to consume, syndicate, and amplify it. Learn best practices and strategies to unlock the content potential of your organization.
Key Takeaways
Uncover untapped sources of content from your customers, partners, and employees
Take customer stories to the next level via new interview strategies
Leverage technology to synergize your content across traditional, mobile and social channels
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Transcript
WELCOME TO THE OFFICEOF BEING INTERESTING
WHERE CONTENT IS KING
Jim Fields & Celia BrownCustomer Experience Marketing
2
CUSTOMER DOSSIER MILTON MILLENIAL
FUTURE CXOPET PEEVES: WEBINARS, COLD CALLS & SPAM EMAIL● Buyers have completed 60-80% of their
research before engaging with vendors
● Consumers are bombarded with 2-5K marketing messages daily
● 86% of consumers fast forward television ads
● 90% of marketing emails are never opened
3
THE MARKETING
JUNKYARD
4
BE THE SHOW. Instead of the commercial,
BE THE FEATURE STORY.
Instead of the banner ad,
5
MARKETING IN 2020ENGAGING MILTON M.
Marketing On-Demand- Deliver the right content at the right time
Audience-centric
content
Data driven, brand newsrooms prevail
BE INTERESTING!
7
CONTENTTHAT MATTERS
8
TELL GREAT STORIES
5 STEPS TO BUILD A BRAND NEWSROOM
1. Content Intelligence Network
2. Think Outside the Campaign
3. Diversity of Talent
4. Content Strategy
5. Technology
9
10
Subject Matter Experts
Industry Influencers
Customers
Publishers
Story Tellers
Media
STORY HUNTERS
CURATE
CREATE
CONNECT
CONTENT INTELLIGENCE NETWORK
11
Proof
STORYHUNTERS
TIMELYCONTENT
NEWSPERSPECTIVE
INTERESTINGSTORIES
THINK OUTSIDE THE CAMPAIGN
12
Proof of
Concept
STORYHUNTERS
GLOBALTALENT MODEL
NEWWORLD OF WORK
FUTURE OFLEADERSHIP
PRE-FUNNEL CONTENT
13
DIVERSITY OF TALENT
English Major
Self-professed 50-something Millennial
Learned marketing on the street
Psych Major
Stereotypical Millennial
Passion for technology
14
CONTENT STRATEGY
INTERESTING STORIESPAID
SEARCH
SOCIALMEDIA
DEMANDGEN
SEO
Deliver the content your audience needs, to the places they already go, on-demand and on-device. Build trust and loyalty.
15
TECHNOLOGY
Content Curation
Marketing Automation
Account Based Marketing
16
Best-in-ClassBrand Newsrooms
17
TODAYWHERE WE ARE
WELCOME TO THE OFFICE OF BEING
INTERESTING
19
Questions?
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