netfinance 2014 presentation: content transformation— developing targeted content for multiple...
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Presentation given by Mitch Rose, Financial Services Digital Marketing Consultant at NetFinance 2014 To see more presentations like this one, join us at NetFinance Interactive on December 2-4 in San Diego: http://wbresear.ch/htTRANSCRIPT
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
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