Make your Marketing “Run Happy”: Tips & Tools on Content Repurposing Featuring Brooks Running

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Transcript of Make your Marketing “Run Happy”: Tips & Tools on Content Repurposing Featuring Brooks Running

  • NEW YORK CITY | OCTOBER 28-29, 2015

    C3 2015 BREAKOUT SESSION

    Make your marketing Run Happy

    Tips & tools with a focus on content repurposing featuring Brooks Running

    Jake Athey of Widen

    Amy Clerget of Brooks Sports

    with

  • Sound familiar?

    #C3NY

  • 30+ projects at any one time.

  • Scattered content. Siloed teams.

  • Hundreds of people depend on you.

  • Are you running happy?

  • #C3NY

    Your hosts

    Jake AtheyMarketing DirectorBOOM! Enthusiast

    Amy ClergetProject Manager, Brooks SportsHigh Five Extraordinaire

  • The Brooks DAM Story

    #C3NY

  • We do DAM. You do more.

    #C3NY

  • Our Mission

    "To inspire everyone, everywhere to run and be active."

  • Our Team

  • Weve got DAM problems.

    #C3NY

  • CUSTOMER SERVICE

    DESIGN

    SALES

    GLOBAL MARKETING

    RETAIL

    PR

    integrated teams

  • Consistent brand experiences. Globally.

  • The DAM houses all of the assets for us... Were starting the conversation and providing the tools and the inspiration for someone to produce finer forms of content off of those assets.

    -Amy Clerget, Brooks Sports

  • Content marketing IS marketing.

    -Joe Pulizzi

  • Big content. Big data.

  • 55% more data

    42% more content

    25% more people

    avg: 511 GB avg: 22K assets avg: 524 users

  • DAM + Content Today

    #C3NY

  • EXPERIENCE

  • EMOTION

  • 1. RESEARCH

    2. CREATION

    3. CURATION

    4. CONTEXT

    5. ACTION

    6. INSIGHTS

    content activation

    model

  • GOVERNANCE

    WORKFLOW

    SEARCH

    METADATA

    PROCESSING

    TRACKING

    DAM

  • Deploy the right visual content to the

    right channel, in the right format, at the

    right time, for the right audience.

    #C3NY

  • The power of repurposing.

    #C3NY

  • The repurposing rule of 15

    #C3NY

  • Building bold, authentic brands.

  • Capturing marathon moments.

  • #C3NY

  • for some DAM TipsIts time

    #C3NY

  • MAKE IT THE SOURCETreat your DAM system as the single source of truth to access and share. Identify process gaps and build around them.

    Tip 1:

    #C3NY

  • COMMUNICATE UPFRONTShare the benefits to get your staff onboard and build the excitement with their involvement.

    Tip 2:

    #C3NY

  • KNOW YOUR AUDIENCEIt makes decisions around permissions, metadata, searching and access easier.

    Tip 3:

    #C3NY

  • MAKE IT THE HABITBeyond migration, change leadership is required to make going to the DAM the norm.

    Tip 4:

    #C3NY

  • HAVE A CHAMPION...And assign a DAM admin early in the process. Be prepared to commit the time. Your content ROI is equal to your DAM time.

    Tip 5:

    #C3NY

  • CREATE COLLECTIONSCurating and grouping assets get you thinking about telling a story.

    Tip 6:

    #C3NY

  • SHARING IS CARINGShare, embed and syndicate content across other systems and processes to ensure consistency, integrity and tracking.

    Tip 7:

    #C3NY

  • LOVE THY METADATAThe easier it is for users to find assets, the more theyre going to use the DAM system.

    Tip 8:

    #C3NY

  • KNOW THE IMPORTANCE OF USER GOVERNANCEYou have complete control to determine what groups have access to what, when, and how.

    Tip 9:

    #C3NY

  • TRACK & MEASURETrack performance and usage to make better decisions from creation to distribution to drive a 360 content strategy and DAM ROI.

    Tip 10:

    #C3NY

  • SET A REPURPOSING GOALTie every asset created into your strategy to realize the value across your supply chain.

    Tip 11:

    #C3NY

  • Happy findings happen.

  • Digital Asset Management

    Content Operations

    Marketing Operations

    Experiences

    Brand

    #C3NY

    Takeaways Brand = UX

  • for DAM Q&A

  • Q&A

    Whats the best thing about your DAM system today?

    Whats the biggest lesson learned?

    Whats next?

    #C3NY

  • Keep Learning

    Learn the DAM Basics and try DAM at

    DigitalAssetManagement.com

    Connect with other DAM Pros on LinkedIn

    Join us for our webinar series

    #C3NY

  • Thanks!

    Contact:www.widen.commarketing@widen.com@WidenEnterprise