Designing Content To Scale - Time To Rethink Everything
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Designing Content To Scale Rethink Everything Ed Youngblood Director, Content Strategy @yngbld5
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Designing Content To Scale - Time To Rethink Everything The digital revolution has brought disruptive change to established business models and customer engagement. This reality is challenging every marketing organization to redefine how they create audience awareness, engagement and support the customer journey. Traditional marketing structures and workflows were not designed to support a multi-channel, multi-media and multi-purposed approach. Sustainable content strategies must be engineered for agility and scale.
Transcript of Designing Content To Scale - Time To Rethink Everything
D e s i g n i n g C o n t e n t T o S c a l e�R ethink Ever ything
Ed Youngblood Director, Content Strategy
@yngbld5
message
what
when
why how
who
where
customer Industry media
analysts
future
WIFM
Proof points
WIFM
WIFM
WIFM
media
Industry trend
media
media
media
media
media
media
media
scale matters D es ig n conte nt to meet new requirements , not c l a ss ica l market i ng process or s tr uctu res
1981 PC’s
1994-spam 1995 - Search Digital >
08 15 01 08 22
1730 Mags
1839 Posters
1867 Billboards
1922 Radio
1941 TV
1700 2 0 5 0 19 5 0 18 5 0 17 5 0
1800 1900 2000
1450 Movable Type
1901 Catalogs Print >
Broadcast > 1976
WTBS 1973
cellular EVOLUTION OF�
media
08 15 01 08 22 ?
2 0 0 5 19 9 5 19 8 5
2000 2010 1980 1990 2 0 5 0
1985 Desktop
publishing
1994 Email
1995 Search
2005 Google
Anal. /SEO
1998 Blogs
2000 .com bubble
bursts
2000 PPC
2007 Great
Recession
2003 Social
2007 Twitter
2011 Google+
2007 iPhone
2010 iPad
EVOLUTION OF�
digital
2 0 0 8 2 010 2 012 2 014 2 0 0 9 2 011 2 013 2 015
Digital media & channels Broadcast Print Employment
Broadcast
digital
hiring
trends in contrast
Time To Adapt Change is our only constant
customer interactions have changed
attention spans have changed
Report: B2B CMOs Must Evolve Or Move On
Pace of technology change will continue to accelerate
Marketing taking new responsibilities without change in budget or resources
Marketing does things no one expected to be a responsibility 3 – 4 years ago
Leadership team judges success (or failure) faster than before
Planning is challenging because pace of change is so much faster
Strongly Agree Agree
Difficult to keep up with changes in marketing technology and practices
I feel overwhelmed by speed of change in the business
“To what extent do you agree or disagree with these statements about the pace of change you experience as a marketing leader?”
expectations have changed
DIGITAL expectations
resources
experience
2 < squared >
1 < unchanged >
0 < uncharted territory >
N o w w h a t ?
11
From personal to digital
TURN OFF �auto-pilot
What’s this I hear about the buyer journey?
They need a map!
The JOURNEY looks much �more like �this than
a funnel
customer
Industry media
analysts
future
WIFM
Proof points
WIFM
WIFM
WIFM
message
what
when
why how
who
where
Industry trend media
media
media media
media
media
media
One and done is not a �strategy
Re-evaluate Re-engineer Re-tool
COPE
Dimensions of content
Timing
Sequence
Persona
Relationships
Media
Channels
Buy stages
Language
Reporting
Analysis
Create extensive message maps
Visualize the journeys
Embrace video, audio and transcription as a content tool and asset
Creative matters more now than ever Find the most creative people you can
message
what
when
why how
who
where
customer Industry media
analysts
future
WIFM
Proof points
WIFM
WIFM
WIFM
media
Industry trend
media
media
media
media
media
media
media
Design and create content in chunks Build bottom to top
Source: www.curata.com
Awareness = (consistent messages + repetition)
5x-7x Impressions
Effective Frequency
Rinse and repeat (everywhere)
WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME THINKING WE USED WHEN WE
C R E AT E D T H E M
-A lber t E ins te in
