[Webinar] The Business Value of Content Marketing - FedEx

THE B2B MARKETING OPERATING SYSTEM © 2016

How FedEx achieved global content transformation with aligned people, streamlined process, and the right technology

The Business Value of Content Marketing


Meet our presenters!

Paralee WallsDirector of Marketing Content, Kapost

ICON / IMAGE

Drew BaileyManager of Content Strategy & Curation, FedEx

Services

ICON / IMAGE

Drew enables the content strategy,

practice, and discipline for the FedEx

enterprise within the Customer

Engagement Marketing organization.

Paralee researches, builds, and writes

about the marketing content

strategies that deliver real business

results and accelerate revenue.


Agenda→ A simplified approach to B2B content operations

→ The first step in a transformation: People alignment

→ The Go! Process that optimizes the FedEx content operation

→ The technology behind the content magic

→ Q & A


A Simplified Approach to B2B Content OperationsWho needs a complex strategy? It all comes down to doing it right.

PART ONE


GO! StrategyThe FoundationThe why and the how of the FedEx’s strategy for deep engagement,

increased velocity, and alignment across teams.

PART TWO


Content Strategy to serve as the foundation for Content Marketing and the convergence of Digital Marketing Practices

Mission

To build an enterprise wide, best in class “Content

Marketing” practice that enables FedEx to

proactively engage audiences in a relevant dialogue

throughout key stages of their lifecycle to drive

profitable revenue growth.

Execute and continue to iterate an intelligent

“Content Strategy” that provides streamlined and

efficient curation and governance of content

through analysis and research to attract new

customers and deepen existing relationships.

Vision

Create deeper levels of engagement when generating content, while improving the velocity of content creation and the connection across channels.


Market and customer trends require that we change the way we communicate and interact with our customers

The Market

→ Demand personalization

→ Informed and in control

→ Expect superior service

→ Loyal to the next best thing

→ Increasingly social and connected

→ Digital dominance. Digital is no longer just a

channel, it is THE channel.

→ Data rich with powerful capabilities to

personalize engagement and anticipate needs

Customers

“Buyers will find nearly 70% of the content they need on their own, with only 15% sent by marketing and only 15% delivered by sales.”


“Content Marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

In short, instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.

Content Marketing & Digital Transformation Practice Content Implementation

Content Strategy


The Integrated Go-to-Market (G2M) and Content Strategy team acts as a lynchpin that connects the FedEx portfolio and content with channels.


Engage the right customers→ Targeted to strategic

segments and subsegments

→ Intelligence based on

behaviors and needs

Integrated Go-to-Market’s intent is to drive a customer-centric approach in order to deliver market-leading business results

→ Formatted for the channel

yet consistent across channels

→ Responsive to customers

needs and behaviors

Via the right channel→ Streamlined and

personalized with relevant and

actionable insights and

solutions

→ True to the brand

Deliver the right content and experience

Digital Transformation + Content Evolution


→ Archetype-focused

→ Contextual marketing

based on customer’s

history and behaviors

→ Collaborative

management by multiple

integrated teams

Integrated G2M has been evolving toward more customer-centric communications. Digital Transformation will accelerate this evolution.

→ Strategic Area-focused

→ Company scheduled

communications based

on segment insights

→ Centralized

management by an

integrated team

→ Product-focused

→ Company scheduled

communications based

on company needs

→ Managed by separate

teams

→ Individual-focused

→ Automated experience

driven by modeling and

business rules

→ Orchestrated

management empowered

by automation

UNCOORDINATED COMMUNICATIONS

INTEGRATED COMMUNICATIONS

ORCHESTRATED DIGITAL EXPERIENCE

AUTOMATED EXPERIENCE

G2M is partnering with Digital Transformation to accelerate marketing evolution


Content discipline, started with enabling the Go-to-Market team with cross channel collaboration and orchestration

PEOPLE Empowered • Clear roles and responsibilities

starting to emerge but still flexing and pivoting

• Building/expanding right skill sets across teams as needed for digital transformation

• Ongoing: Enable with training, support, best-practices, processes and governance

• Plano Customer journeyo Content map: segment,

lifecycle• Create

o Content purpose and intent• Distribute

o Channels and targets• Analyze

o Track, measure, optimize• Enable (Manage/Govern)

o Taxonomy, keep current

TECHNOLOGY Enabled• Content Platform powering

the SBC in place and evolvingo Customizable to individual

audienceo Automated to respond to

behavioral/ situational triggers

o Measurable and trackable• Leveraging Kapost as a content

management platform • AEM envisioned as longer term

enterprise solution for content storage (DAM)

• Defines critical customer experiences/journey• Governs and drives best practices• Orchestrates content roadmap from strategy through execution

and analyses across key Paid (Advertising, Sponsorship, Search, Social), Earned (Media/PR, Social, Search), Owned (online, email) and Internal (Sales, Cust Svc, Retail, Driver) Channels

PROCESSES Formalized


The GO! Processat FedExKey strategies and tactics for ultimate alignment across

organizations and functions

PART THREE


The GO! enablement structure facilitates alignment and orchestration across organizations and functions

GO! VISION (VPs)• Set cross-org vision and approves major projects• Monthly meeting

GO! DIRECTION (Directors)• Prioritizes/Approves work, resolves conflicts• Bi-weekly meeting

Prioritize Strategize Plan Develop Publish Measure

• Orchestrates overall strategic efforts with segment strategy and roadmap• Weekly meeting

GO! Strategy

• Orchestrates content plan, development and execution across segments• Weekly meeting

• Connects business needs to roadmap and overall strategy• Bi-weekly meeting

GO! Prioritization

GO! Content

• Orchestrates cross-segment content plan with channel execution and measurement to amplify content and channel effectiveness

• Weekly meeting

GO! Channel


The Integrated Go-to-Market Orchestration (GO) Process begins with the prioritization process to determine what will be supported


Corp & Marketing Strategy

Market Fit

Business Plans

Existing Plans

Executive Direction

Product Plans

Segment Plans

XFDP Projects

Life Cycle Needs

TIER 1TIER 2TIER 3

Owner: Strategy & Prioritization LeadShared via:• Bi-weekly GO! Prioritization• Email to all stakeholders

PIPELINE REVIEW PRIORITIZATION




Owner: Segment Strategic LeadShared at Director Stakeholder Reviews • Quarterly by segment• Semi-annually (Apr, Nov) for all segments

MESSAGING STRATEGY CALENDARIZECurrent Situation

Goals

Target

Value Prop/Theme

Featured Solutions

JUN JUL AUG SEP OCT NOV

SIMPLIFY AMPLIFY




CONTENT PLANMessaging Strategy

Creative Brief

Content Journey

Channel Distribution Plan

CONTENT PLAN REVIEW

Management Segment & Portfolio Leads

Requestor Channel Leads

Testing Plan

Owner: Segment Content Lead/Portfolio LeadShared via:• Weekly GO! Content & GO! Channel meetings• Email to all stakeholders

Project Plan

Measurement Plan




CREATIVE DEVELOPMENTAgency Brief

Creative Development

CREATIVE REVIEW

Management Segment & Portfolio Leads


CREATIVE APPROVAL

Brand approval

Legal approval

Owner: Segment Content Lead/Portfolio LeadShared via:• Weekly GO! Content & GO! Channel meetings• Email to all stakeholders




FINALIZED CONTENT CONTENT PUBLISHED

• Channel Leads send screenshots of live published content to Content Leads

• Content Leads email updates with all publications content to all stakeholders




MEASUREMENT REPORT MEASUREMENT REVIEW

Management Content, Segment &

Portfolio Leads


Content Engagement

Measurement

Segment Revenue

Measurement

Owner: Segment Strategic Lead/ Segment Content Lead/Portfolio LeadShared via:• Weekly GO! Content & GO! Channel meetings• Email to all stakeholders


The Tech Behind theContent MagicHow FedEx uses Kapost to achieve optimal alignment

PART THREE


Why are we, FedEx looking to integrate Kapost

→ Improve visibility on

content creation, reducing

duplication of assets and work

load, while maximizing

impact.

→ Content reporting* that

improves decision making and

budget spend

Save money by reducing costs

* Reporting has part dependency on API connections e.g. Adobe Analytics, Salesforce, Eloqua etc.

→ Improve content creation

efficiencies.

→ Increase cross departmental

collaboration

Increase efficiency by reducing time spent

→ Improve messaging

consistency across campaigns

and formats

→ Increased sales enablement

through centralised content

access

Improve the customer experience

Kapost tightly aligns with the goals of Content Strategy and GO! as well as other teams:


Kapost will be a content planning tool that bring teams across FedEx into a single environment to create, manage and provide access to content


The Align module within Kapost supports the initial stages of content planning and ideation

With Kapost, the entire process happens in one platform.

Today this happens across 4 different, disconnected platforms

Detailed view for approvers to

review details

Single entry point for G2M

requests

Review, Approve or Reject Requests

Centralized calendar with views for

multiple segments


Road ahead is clear: Continue to build Content Discipline in US and lead adoption of content discipline across the enterprise


Thank you! Q&A

Paralee WallsDirector of Marketing Content, Kapost

ICON / IMAGE

Drew BaileyManager of Content Strategy & Curation, FedEx

Services

ICON / IMAGE

[email protected] [email protected]

Tweet @Paralee

mailto:[email protected]

mailto:[email protected]

[Webinar] The Business Value of Content Marketing - FedEx

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