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Content Supply Chain Webinar Summary
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Transcript of Content Supply Chain Webinar Summary
Content Supply Chain
Getting your content to sing and dance!
© COPYRIGHT 2012, COMBLU, INC.
Content = Core Marketing StrategySmart before the cart: Seek content at every point of decision journeyReviews and referrals: Drive more sales than online adsRight content breaks through:
People today do not have 30 seconds to be marketed to,
but a lot of people have 30 seconds for a great story
Jon Thomas
“”
2© COPYRIGHT 2012, COMBLU, INC.
Today Implications
Content proliferation—marketers and brand managers generate escalating amounts of content
Every company is a publisher
Consumers connect with brands—and their content—in fundamentally new ways
Companies need to understand the role of content in customer engagement and brand management
Content production is inconsistent and uncoordinated; content creation input cycle lacks strategic direction
Inefficiencies in content creation and distribution; missed opportunities to break through content clutter
Content is not considered perishable Difficult for consumers to find content that is relevant and timely
Content is not treated as an asset Companies are missing opportunities to optimize the value of content
As more consumer touchpoints become digital, content plays a larger role in the purchase decision journey
Strategic management of the entire content supply chain can drive customer engagement, loyalty and revenue
Content purpose—and role in socialization—is unclear and ill-defined
Companies are not taking full advantage of their social media properties and channels
State of Content
3© COPYRIGHT 2012, COMBLU, INC.
Credible Resources Informed Options Experienced Influencers Informed Decisions Loyal Advocates
• Advocate Private Community
• Content amplification– Social media– All points of
decision journey
• Content– Websites– Deal sites– Campaigns
• Communities• Advocate stories• Forums• Content
amplification– Stories– Reviews– Impact
• Forums (Advocates)
• Communities• Content
amplification– Features/functions– Studies– Stories/experiences– Influencer content
• SEO• Communities• Content
amplification– Partners– Credible sites
Awareness Consideration Preference Purchase Post-Purchase
• Needs• Wants
• Options• Education
• Informed conversation
• Research
• Identified preference
• Experience
People want to be informed before they have conversations.
The Consumer Decision Journey Content, Conversation, Community
People want to understand their options and have informed conversations.
People want to tap the knowledge of experts or others like them.
People want a great introduction to the product.
People want to help others; spread the word; drive affinity.
Cons
umer
Trig
gers
Cons
umer
Re
spon
seSo
cial
St
rate
gyCo
nsum
er
Des
ireO
utco
me
• Searches• Talks• Researches
• Researches• Talks with family
and friends
• Product-set• Others like me• More conversations
• Coupons• Samples• Deals• Steals
• Experience• Mentor• Helps others
© COPYRIGHT 2012, COMBLU, INC.
25%Of marketing budgets is spent on content creation and distribution—The Custom Content Association
According to McKinsey & Company, embedded costs alone for a content supply chain can range from
$50 million to $75 million for a consumer
products OEM to over $300 million for a global technology company
Few companies have created the roles and systems needed to manage their content supply chain and create a coherent customer experience —Harvard Business Review
YET!“”
5© COPYRIGHT 2012, COMBLU, INC.
Brands = PublishersCorporations face many of the same issues as commercial publishers:
Audience development
Content topic roadmap (story budget in publishing terms)
Content mix and volume
Resource allocation and organizational structure
Targeted content distribution across multiple genres and channels
Content development
Two crucial steps:1. Define content
value2. Adopt supply chain
approach
Enormous Value:• Drives revenue• Expands the social graph of content along
the decision journey• Optimizes staffing and maximizes
resources• Builds strong content partnerships• Amplifies content exponentially• Creates high value, high performing
content• Ensures relevance and timeliness• Tracks content performance against
business KPIs
6© COPYRIGHT 2012, COMBLU, INC.
“”Most marketers, failing to adopt the discipline of a multimedia publisher, don’t realize that deep within their operations, they are facing escalating production costs, unnecessary duplication, inconsistent quality of content and second-rate interactions with customers
—McKinsey Quarterly
Common content pain points: A lack of understanding of how to organize the content creation and distribution process and build the right mix of supporting resources
Develop content based on market demand and business strategy
Establish processes for creating the right mix and volume of content
Manage the publication process
Understand and leverage distribution channels
Measure content equity and ROI7© COPYRIGHT 2012, COMBLU, INC.
Content = Business Asset
• Well-run companies manage supply chain to produce products efficiently and create enterprise value
– Core competency with defined roles, processes, quality measures and performance goals
• Content needs to be sourced and managed like any other raw material
– It needs to be transformed into an asset with defined value
8© COPYRIGHT 2012, COMBLU, INC.
Steps in the Content Supply Chain
1.
2.
3.
4.
5.
Insights or Sourcing Applies comprehensive discipline to identifying the right topics and stories that reflect the companies’, brands’ or organizations’ legacy, points of distinction and vision.
CreationAligns with the manufacturing process, it applies a “news bureau” approach to the development of content assets in multiple formats.
Management
Encompasses all the controls and quality oversight needed to manage workflows, archive and curate content, manage versioning and integration across all phases of the content life cycle.
Socialization and Amplification or Logistics Delivers content across multiple distribution channels.
MeasurementQuantifies return on content assets, tracks the performance of specific content “SKUs” and provides the data points needed to control cost and quality and drive better performance.
9© COPYRIGHT 2012, COMBLU, INC.
Insights Creative Management Socialization and Amplification
Market Needs Content Creation Publication Process Distribution and Outreach Process
Consistent, replicable content creation process
Filters for relevance differentiations
Owned
Earned
Paid
Mass(Designated process by
distribution type)
Measure• Support decision journey• Drive lead gen• Generate revenue
• Listening• Conferences• Partners• Search terms• Trends• Competitive
scan• Community
actions
• Content consumption
• Product management
• Customer insights
• Customer support
• SMEs• Partners• Customers• Content creation
specialists
• Segment relevance• Message check• Voice genre• Sales support• Thought leadership
• Content library• Content roadmap• Expiration/sell-by• Refresh cycles• Campaign codes• Versioning• Touchpoint management• Curation tools• Consumption profile and
personas
Auth
ors
Filte
rs
10© COPYRIGHT 2012, COMBLU, INC.
Support Decision Journey
Uncover Sales-ready Leads
Generate Revenue
KPI 1:
KPI 2:
KPI 3:
KPI 4:
Drive SEO
Increase brand consideration
Increase brand preference
Drive support around government affairs or issue management
KPI 5: Generate leads
Monetize content assetsKPI 6:
Content Equity
11© COPYRIGHT 2012, COMBLU, INC.
Define content mission
Align with KPIs
Define metrics set for each KPI
Track, report, diagnose
Tweak strategy, insights and
channels
Displays Index per KPI like a stock ticker
Measurement
Tracks the return on content assets against specified KPIs
12
Enhance SEO
© COPYRIGHT 2012, COMBLU, INC.
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3.
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INSIGHTS CREATION MANAGEMENT AMPLIFICATION MEASUREMENT
Define content mission against business objectives and define aligned KPIs.
Assign topic beats with editors, reporters and sources that will drive a dynamic insights process that cuts horizontally across functional silos.
Create content filters and scorecards to gauge content effectiveness.
Develop dynamic publishing cycles, not strict time-stamped models.
Drive management process with content strategists; facilitate content logistics with right mix of tools and technology.
Develop a tracking system by assigning each content asset a unique code.
Curate content to deliver the right type of content at specific points along the decision journey.
Include a mix of owned, earned, paid and mass social media in the amplification mix; evolve and grow the mix over time.
Develop a custom outreach approach for each channel type and venue.
Measure and index performance against each content KPI to track ROI and calibrate content strategy.
TOP 10
13© COPYRIGHT 2012, COMBLU, INC.
Contact Info
14
Steve Hershberger
ComBlu
312-649-1687
Kevin Lynch
ComBlu
312-649-1687
Link to Study
K:\Sales & Marketing\Thought leadership\Content Supply Chain\Marketing materials\Content Supply Chain webinar summary deck.pptx
© COPYRIGHT 2012, COMBLU, INC.