Content and digital transformation in the enterprise

@Carlos_Abler

@Carlos_Abler

The Thought Leader

The Diagnosti

cian

The Ment

or

The Assista

nt

The Entertai

ner

The Journalis

t

Spiritual Advisor

@Carlos_Abler

@Carlos_Abler

BG BG BG BG BG

@Carlos_Abler

@Carlos_Abler

Marketing and sales bi-directional flow.Nurturing support : value-added content and apps.

Marketing Support and sales tri-directional flow.Service integrated earlier.

@Carlos_Abler

RUN AND ITERATE

CONTENT REQUIREMENTS + BUILD

PLATFORM REQUIREMENTS + BUILD

PORTFOLIO & SEGMENT SYNTHESIS

MARKET STRATEGYPLATFORM VISION

CONTENT TOUCH VISIONGATHER

Q3-4 Q1-2 Q3-4

Quick wins >

@Carlos_Abler

@Carlos_Abler

Edito

rial

Content Strategy and Audience Development

Content Marketing Strategists “Editors in Chief”

(Global & Local/Area)

Cust

omer

In

tel.

Topical Editorial Leads“Section Editors”


Segmentation, Insight & CRM Specialists


Socia

l M

ngm

nt.

Niche Community Channel Specialist


• Segment or community topic area focus• Product and services area focus

Leader of Audience & Content Strategy

Content Production & Management

Leader of Content Production & Management

Content & Publications Operations Analyst

Content Marketing Content Producers

Prod

ucer

s &

Mak

ers

Product Content Producers

Content Creators. (See next slide)

Cont

ent

Man

ager

s

Content Modeling, Tagging & Metadata Specialists

Product Content Managers

Content Delivery Specialist

Vendor Services Lead

Systems Administrators

Business Process Manager

Proc

ess &

In

frast

ruct

ure

Analytics & Optimization: Product & Content Marketing

Manager of Analytics, Insight & Conversion

Content Conversion Rate Optimization Architect

Data Analytics and Insight Specialists

SEO Optimization Specialists

eCommerce Strategy and Publication Development

Leader of eCommerce Content

Global Portfolio Strategists

Locale/Area Portfolio Strategist

Global Catalog and Syndication Producers

Regional/Area Catalog and Syndication Producers

Porto

filio

Co

nten

tPr

oduc

t Pu

blica

tion

s

Customer Application Strategy & Development

Leader Application Strategy & Development

Application Strategy Analysts

Application Requirements Analysts

Interaction Designers

App. Graphical Designers (May be in Production Team)

Information Architects

IT Application Lead

Application IT Architects

Application Developers

Engagement Platform Analysis & Implementation

Engagement Solutions Architects

Implementation execution roles

Leader of Content & Conversion Optimization

Hat tip to Anne Rockley, Pam Didner, Jenny Powell (US Bank), and Content Marketing World Executive Forum.

@Carlos_Abler

@Carlos_Abler

Preparation work

Role(s) & purchasing influence

Role(s) goals & pain-points

Role(s) tasks, contexts & channels: Info, comm, util. & $

Customer/Channel purchase stages, selling stages

Identify content and tools role(s) find valuable

Identify go-to-market inputs: forces & priorities

Identify competitors

Architect & produce

Trend, listening, metrics, approach

Influencer engagement plan

Competitor & audience research gaps

Identify tactics & engage channel mix

Editorial Calendar & Pub. Plan(2)

Identify topics & keywords

Production plan(3)

Asset gap & opportunity audit(2)

Link building & guest blogging

Goals & KPIs: Business, audience

Engagement & automation rules, SLAs

Identified prioritized audiences

Content curation, creation, management, delivery and optimization.

Deploy & optimize

Activate & monitor

Measure, listen, adjust. Daily, weekly, monthly, quarterly and yearly reporting.

Workshop

Topics and tactics mapping

Tactics and pain-point mapping

Journey mapping: Tactics to stages, Linkage & Stage-flow

Goals and KPIs

Straw man campaigns & Initiatives

Content Operations

Executive buy-in

Leadership and steering committees

Preliminary resource and owneship mapping.

Resource allocation and ownership matrix

Pilot prioritization.

Resource commitment

Strategic landscape, market priorities and gaps.

Operational roadmap

Depth audits as needed

High-level strategies, visions and manifestos

@Carlos_Abler

Content and digital transformation in the enterprise

Marketing

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