@Carlos_Abler
@Carlos_Abler
@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
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@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”
(Global & Local/Area)
Segmentation, Insight & CRM Specialists
(Global & Local/Area)
Socia
l M
ngm
nt.
Niche Community Channel Specialist
(Global & Local/Area)
• 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
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
@Carlos_Abler
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