netfinance 2014 presentation: content transformation— developing targeted content for multiple...

Content Transformation— Developing Targeted Content for

Multiple Channels

A new model of content development, adaptation, and distribution

Mitch Rose Financial Services

Digital Marketing Consultant

©Mitchell Rose

Getting Ready for Content Marketing

1. The Shape of the Content Challenge

2. Identified Roles and Consistent Publishing Process

3. A Model for Raising Quality across the Enterprise

If you’re job is related to creating content or making it visible to prospects, clients, employees, investors, or the media, you’re not just in the financial services business.

You’re in the publishing business.

Assumptions

Large Enterprise

Multiple sources of raw content

Multiple B2B, B2C, B2B2C, Employee, Investor, and Media Audiences

Multiple traditional and digital channels

Challenges with development

Challenges with delivery

Challenges with consistency

Current State We have progress . . .

Content management systems

Metrics

Pipelines to feed the content distribution channels

Ways to display messages on multiple screens

Current State

. . . However, many of us are still struggling with the efficient creation and adaptation of copy

Current State vs. Stakeholder Needs

Customer’s view of brand as single monolith vs. enterprise reality

Enterprise standards vs. LOB independence

Evolving content needs vs. stagnant roles

Marketing prioritization vs. resources

Current branding vs. stale content

Challenge of Creating Quality Content

Content Marketing Maturity-- Asset Managers & Insurers

Kasina: Survey of 23 asset managers and insurers (12/13)

B2C Content Marketing Effectiveness

B2B Content Marketing Effectiveness

Many Content Request, Many Formats Social Media (not blogs) Articles on Your Website eNewsletters Blogs In-person Events Case Studies Videos Articles on Other Websites White Papers Online Presentations

Webinars/Webcasts Infographics Research Reports Microsites Branded Content Tools Mobile Content Print Magazines eBooks Books Mobile Apps Digital Magazines Podcasts

Licensed/Syndicated Content Virtual Conferences Annual Reports Print Newsletters Games/Gamificiation Calculators Tools SMS Texts Posts Tweets Forums Instructions

Audio Press release Brochure Invitation Consumer Ad Trade Ad Poll Quiz Tutorial Checklist Scripts Charts Graphs Stories Infotainment Blurbs

Content Marketing Guidelines Content needs to be relevant—and customized—for consumers,

third parties, investors, employees, etc.

Not all content will be relevant for all audiences.

Content distribution should account for different communications and positioning needs.

Monitoring and measurement needs to be customized as needed for the particular distribution scenario.

Shorter, tighter content is preferable to exhaustive, long articles.

As much as possible, the content should reflect a consistent voice, structure, and design across LOBs and corporate groups.

15

For Internal Use Only

Getting to the Future State Current

Range of content requests

Multiple channels

Multiple formats

Evolving user-experience best practices

Midway on content marketing maturity curve

Future

Creating an improved, formal model of content development, adaptation, and distribution.

Content Development & Delivery 5-D Process

Discover

Develop

Distribute

Diffuse

Debrief

Discover Develop Distribute Diffuse Debrief

Tasks -Identify -Strategize -Target -Source -Align -Define

Roles -Business Analyst -Content Strategist

Resources -Campaign Strategy Plan -LOB Strategy Roadmap -Corp & LOB Branding Standards -Post Mortems (old projects) -Metrics & Analysis of Current Assets

Discover Develop Distribute Diffuse Debrief

Tasks -Assign -Acquire -Segment -Create -Adapt -Tag -Design -Produce -Revise

Roles -Editorial Manager -Researcher -Vendor Manager -Writer -Copy Editor -Proofreader -Information Architect -Designer -Front-end Developer -Metrics Facilitator -Videographer -Video Editor

Resources -Creative Brief -Business Requirements -PM Plan -Content Standards -Brand Standards -Digital Asset Management System -Content Management System -Metrics Platform -Social Network Platforms -Influencer Plan

Discover Develop Distribute Diffuse Debrief

Tasks -Comply -Aggregate -Syndicate -Measure -Adjust -Sunset

Roles -Compliance Manager -Distribution Manager -Metrics Manager -Content Reviewer

Resources -Content Management System -Metrics Platform -Social Network Platforms -Compliance Platforms

Publishing Platforms -Owned -Earned -Paid -Managed (SM)

Discover Develop Distribute Diffuse Debrief

Tasks -Monitor -Curate -Retarget -Re-feed

Roles -Social Listening Manager -Content Analyst -Campaign Manager

Resources -User Generated Content -Metrics Platform -Network Metrics -Campaign Management Platform -Social Listening -Social Network Analysis -Influencer Plan

Publishing Platforms -Owned -Earned -Paid -Managed (SM)

Tasks -Collect -Analyze -Guide

Resources

-All Data

-All Anecdotes

-PM plans

-Creative Briefs

Roles -Everyone w/o client -Leads w client

Discover Develop Distribute Diffuse Debrief

Publishing Platforms -Owned -Earned -Paid -Managed (SM)

Tasks -Collect -Analyze -Guide

Roles -Everyone w/o client -Leads w client

Resources -All Data -All Anecdotes -PM plans -Creative Briefs -Debriefs (old projects)

Publishing Platforms -Owned -Earned -Paid -Managed (SM)

Content Organizational Models Content Center of Excellence Consortium of experts who provide

leadership and best practices

Editorial Board or Content Council Content creators and/or marketing executives who meet frequently to align content

Content Lead Leads content initiatives editorially and/or strategically, without cross departmental authority

Content Department / Division In-house or agency group that creates a high volume of content

Cross-Functional Content Chief Senior Executive with cross departmental authority

Executive Steering Committee Cross-functional strategic group

Source: Altimeter Group, Organizing for Content, By Rebecca Lieb

Empowered Center of Excellence Model Responsibilities & Authority—all formats

Enterprise Content & Publishing Best Practices

Publishing Process

Writing & Editing Style Guides

Voice Style Guide

Sample Content & Templates

Editorial Calendar Template

Third-Party Research

Defining Content Roles

Empowered Center of Excellence Model Implementer and Contributor

Branding Style Guides

Design Style Guides

Persona Guides

Social Media Guides

Social Media Monitoring SOPs

User Experience Standards

Video Guides

CMS Procedures

eCOE

LOBs

Vendors

IT

Corp Groups

Empowered Center of Excellence Model

Full-Service Center of Excellence Model

eCOE •Guides &

Standards •Best Practices

Strategy • Support> LOBs •Guidance>

Vendors

Services > LOBs

•Writing, Editing, etc.

•Training

Full-Service Content COE

Contact Info

Mitch Rose

mitchlitnyc@yahoo.com

LinkedIn: www.linkedin.com/in/mitchroseny/

Appendix

Social Media Content

Content Development & Delivery 5-D Process

Discover -Identify -Strategize -Target -Source -Align -Define -Position

Develop -Schedule -Assign -Acquire -Segment -Create -Adapt -Tag -Design -Produce -Revise

Distribute -Comply -Aggregate -Syndicate -Measure -Adjust -Sunset

Diffuse -Monitor -Curate -Retarget -Re-feed

Debrief -Collect -Analyze -Guide