agile content creators : carole lamarque

How to become Agile Content Publishers?

Carole Lamarque

8 TALENTVOLLE DUIZENDPOTEN

Carole Tone Pete Phil Oliver Joeri Lander

Managing Partner

Executive Producer

Performance MarketeerChief

Studio

Creative Technologist

Strategic Marketing Director

Client Service Director

Campaign Manager

Arno

@caroberry carole@linkman.be T. +32 3 345 03 82

GASTSPREKER: CAROLE LAMARQUE

M +32 478 33 7000

carole@linkman.be

@caroberry

@caroberry Carole Lamarque

WE LIVE IN A NEW WORLD

1

BRANDS BECAME CONTENT PUBLISHERS

Brands evolved from classical advertising to digital content publishing

classical advertising content publishing

@caroberry carole@linkman.be

WE LIVE IN A NEW WORLD

The number of publications in avg campaigns skyrocketed

1

WE LIVE IN A NEW WORLD

They stay in continuous campaign mode

2

WE LIVE IN A NEW WORLD

They need to manage intensive content flows

3

CUSTOMERS ARE VOLATILE

Customer experiences are more and more

fragmented

They have more channels

available then ever before

Customer behaviour

became more unpredictable

231

CHALLENGES FOR BRANDSBuild reach, not just buy reach

1

CHALLENGES FOR BRANDSStruggle for relevancy

2

CHALLENGES FOR BRANDSCapitalize on trends and actuality

3

CHALLENGES FOR BRANDSManage multiple channels efficiently

4

CHALLENGES FOR BRANDSKeep intensive content flows affordable

5

CHALLENGES FOR BRANDSGo beyond engagement

and build conversion

6

AGILE CONTENT PUBLISHING

Part of the solution

2

AGILE CONTENT PUBLISHING

Introduce agile framework in content publishing

agile framework content publishing

@caroberry carole@linkman.be

AGILE CONTENT PUBLISHING

WORKING AGILE MEANS FOLLOWING AN ITERATIVE AND INCREMENTAL PROCESS:

start with something simple, understand that it needs improvement, and continuously make those improvements based on customer feedback. The agile principle originated in the world of software development.

@caroberry carole@linkman.be

HOW BECOME AGILE CONTENT PUBLISHER?

Needs:

Agile content framework Agile content team

1 2

@caroberry carole@linkman.be

AGILE CONTENT FRAMEWORK

Agile content framework: a 4-step process

@caroberry carole@linkman.be

• Gather data, customer insights • Start with a content flow, but understand it needs improvement

Most campaigns start with expert opinion Agile content is built around customer feedback

1. RESEARCH

@caroberry carole@linkman.be

1. RESEARCH

Agile strategy also works for big coöperations Case mockup testing (ex. Niko Roomsolutions)

@caroberry carole@linkman.be

Be fast & flexible • progress in sprints, not just in deliverables • editorial meetings weekly/monthly • produce short term content calendars

(calendar no longer then 1 quarter)

2. RELEASE

@caroberry carole@linkman.be

example working in sprints: De Standaard

2. RELEASE

@caroberry carole@linkman.be

Be engaging • think mixed media • storydoing

2. RELEASE

1

@caroberry carole@linkman.be

2. RELEASE

2

Stay affordable • hero - hub - hygiëne

principle

Hero

entertain and inspirewith emotional storytelling

promoted through advertising

Hub

regularly updateddestinations full of

valuable and engagingcontent worth returningto subscribe -like -follow

Help

educate by answeringquestions foundthrough search

@caroberry carole@linkman.be

2. RELEASE

Currentimage

Perception

Time

content

content

content

Futureidentity

Content as a bridge to consideration & understanding

2

Stay affordable • hero - hub - hygiëne

principle

@caroberry carole@linkman.be

2. RELEASE

Content distribution strategies that stick Meet different consumers needs with Hero,

Hub & Help

Hero

entertain and inspirewith emotional storytelling

promoted through advertising

Hub

regularly updateddestinations full of

valuable and engagingcontent worth returningto subscribe -like -follow

Help

educate by answeringquestions foundthrough search

2

Stay affordable • hero - hub - hygiëne

principle

@caroberry carole@linkman.be

2. RELEASE

Keep your content flows affordable by creating a healthy mix of high-profile content (Hero) and content to support (Hub, Help)

marketing messages.

2

Stay affordable • hero - hub - hygiëne

principle

@caroberry carole@linkman.be

Hero

entertain and inspirewith emotional storytelling

promoted through advertising

Hub

regularly updateddestinations full of

valuable and engagingcontent worth returningto subscribe -like -follow

Help

educate by answeringquestions foundthrough search

2. RELEASE

3Be efficiënt • create reusable content

formats • use storytelling frameworks

@caroberry carole@linkman.be

HERO

HUB

HELP

Through the smart use of reusable formats and storytelling-frameworks, the agile content team realizes impactful

publications, quickly and efficiently.

3. OPTIMISE

Realtime customer interaction 1. customer feedback 2. conversation management 3. online surveying

@caroberry carole@linkman.be

4. CONNECT

Optimised content becomes magnetic now go beyond engagement and implement activation programs that stimulate lead generation (= inbound marketing, funnel)

@caroberry carole@linkman.be

AGILE CONTENT TEAM

3

AGILE CONTENT TEAM

Everybody thinks, Everybody does

@caroberry carole@linkman.be

AGILE CONTENT TEAM

Everybody thinks, Everybody does

@caroberry carole@linkman.be

CASE EXAMPLEcontent plan

4

Inspire. Educate. Accelerate.

@caroberry carole@linkman.be T. +32 3 345 03 82

SHAPE, BUILD & LAUNCH

@caroberry carole@linkman.be

Hier konden we écht groeien en worden wat we wilden zijn

WIJ WERKEN VOOR

entertainment

retaile-commerce

fmcg energie consumer electronics

verzekeringen geneesmiddelen

@caroberry carole@linkman.be

THANK YOU

Carole Lamarque

M +32478337000

carole@linkman.be

@caroberry