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Similar to Lavacon Dublin- Christian Gericke Making Friends: How to Talk to Your Colleagues in Other Parts of the Organization about Content
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Lavacon Dublin- Christian Gericke Making Friends: How to Talk to Your Colleagues in Other Parts of the Organization about Content
- 1. Making Friends How to Talk to Other Silo Keepers About Content
- 6. What does this look like to your customer?
- 7. • 120 million words • 150,000 web pages • 340 companies • 31 countries
- 8. Few Companies Produce Consistent, High-Quality Content
- 9. Content Consistency and the Customer Journey
- 11. Different Perspectives on the Role of “Content”
- 12. A Typical Marketing Team
- 13. 70% Buyer Journey Through Digital Channels
- 14. RKETING WEEK
- 16. Has Your Company Embraced Content Marketing? None Basic Inconsistent Advanced Optimised Source: Hubspot and Smart Insights
- 17. Compared to Last Year – How Much Content? Source: Hubspot and Smart Insights
- 18. Top Marketing Focus #1 Drive Demand #2 Build Brands
- 19. #1 Drive Demand #2 Build Brands Top Marketing Focus
- 21. Massive Changes
- 22. Focus on a Connected, Consistent Customer Journey
- 25. Top Priorities for Marketing
- 30. Where are they from?
- 37. By 2017 CMOs will spend more on technology than CIOs
- 38. CMO Spending Survey 2016: Marketing Budgets Grew by Nearly 10% Over Last Year Marketers Spend One-Third of the Expense Budget on Technology Digital Commerce, Social, Marketing Analytics and Customer Experience Are Top-Ranked Areas of Investment
- 39. CMO Spending Survey 2016: Executive Expectations of Marketing Are on the Rise - Innovation, Digital Commerce and Lead Conversion Top of Mind Customer Experience Is the New Competitive Battlefield
- 46. Talking to Marketing Tip #1 Take the Customer Perspective
- 47. We think it looks like this
- 50. Talking to Marketing Tip #2 Use Objective Data
- 51. Talking to Marketing Tip #3 Align on Style and Tone
- 53. `
- 54. #1 Central team focused on corporate language #2 Global first localization strategy #3 Advanced content technologies to support strategy Content and Brand Consistency Award!
Editor's Notes
- A word about silo’d organizations – nodding head slide – get audience to agree this is a problem worth listening about
- Pivot to the “customers don’t see silos, they just see content”
- Want proof how bad this problem is.. We did some research
- Most companies struggle in this area -
- Let’s look at it from a customer’s perspective
- But there’s hope – in the time remaining, we’re going to talk about how to tear down these silos
- It starts with perspective – different teams have a different idea on the role of content
- Let’s look at a typical marketing team – lots of people, way too much black clothing, - now let’s talk about “Vince” the guy responsible for content marketing
- Vince did not exist 5 years ago because something has radically changed
- And because 70% of that buyer journey is driven by content, Vince is on the hook for driving the business… in fact, almost everything Vince does relates back to this radical shift in the market - to be blunt – his job is on the line and he feels that pressure more than ever before – this nice stat published just a few weeks ago illustrates that challenge
- Welcome to Vince’s world – more pressure and a lot more content
- So what does this all boil down to? Vince is obsessed with two things – growing the business and building the brand – this is the clear focus in almost every marketing survey – so when you talk to Vince about content, keep this in mind. Content is not an art, it’s not a passion, it’s a means to an end. Growing the business and keeping his job.
- Reinforce points from slide 17 – this is Vince – if you want to break down silos, you need to feel the pain and pressure and what content means to him.
- Now, this shift toward content-driven buyer journeys has created three massive changes for Vince.
- Some of you may be thinking that this “Consistent Buyer Journey” story is just some fancy fad from elite companies – maybe those companies in California that look like this
- And this
- But our company is different – we, work in cubes and we don’t think about these issues..
- We, look like this
- It may surprise you that those survey results came from right here – your companies are the ones that have identified this as a critical priority and if you are not part of those discussions, you should be -
- Here’s just one more data point – a brand new report published about what marketing leaders in Europe care about – You want to break down silos? You need to understand this Because if you start with XML, structured content, and serial commas, you’ll never break the silo
- This is just a funny ice breaker – it should be the embedded Adobe video “Click Baby” play button lower left on mouse over The set up is if you want to break down silos, you need data, objective data -