building a content marketing powerhouse - adobe summit 2017 las vegas

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Adobe Summit | The Digital Marketing ConferenceMarch 19-23, 2017, Las Vegas

2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

S4011 Building a content marketing powerhousePeter Krmpotic Group Product Manager, AEM Integrations & Content MarketingAndy Betts The Content Marketing Evangelist


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MVP = Minimum Viable Product5



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Minimum Viable Product Approach Classic Approach



How does this relate to Content Marketing?7



StrategyPlanningCreation

MarketerMarketing OperationsCreatives

DeliveryChannel PractitionersEnd-to-End Content Marketing Process



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Connect the Dots



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Align with fundamentally changed customer behaviorMeasure across the entire processTell a complete story with your content



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Peter KrmpoticGroup Product Manager, Adobe@PeterKrmpotic

Andy BettsThe Content Marketing Evangelist@AndyBetts1



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1 | Welcome and Overview2 | What is the opportunity around Content Marketing?3 | What are the main challenges?4 | How to build a Content Marketing Powerhouse?5 | Q&A



Increase in content marketing budgets YoY for last 10 years

By 2019, the content marketing industry is projected to be worth more than $313billion

More than doubling in value in just 5 short years.

13Content Marketing is Booming



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Content Marketing means different things to different people



AwarenessConsiderationMoment of PurchaseLoyalty

= Your BrandClassic Consumer Journey



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10hours researching the purchase of a new car4hours shopping for computers2hours deciding what TV to buy41% of US employees spend 15 minutes or less researching their benefit option



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Digital Revolution:

Shift in Consumer Behavior




= Your BrandClassic Consumer Journey




= Your Brand

= Competing BrandDigital Consumer Journey



Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action

Adobe Summit 2017(source: Content Marketing Institute))



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Pull & Push

Awareness

Push

AwarenessConsumer-DrivenHybridBrand-Driven132

Pull

End-2-EndDifferent Categories of Content Marketing





Digital revolution has changed how brands and consumers interactEmergence of consumer-driven campaigns, which require brands to create content more effectively and more efficientlyLittle or no difference between B2B and B2C, yet big differences between products



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Before we start.

The Content Marketing Conundrum



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Content Marketing is at a CrossroadAdobe Summit 2017



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Over $135 billion yearly spend on Content Marketing Adobe Summit 2017



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Only 50% of B2B content is engaged withOnly 20% of B2C content is engaged with

Adobe Summit 2017



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Less than 30% of marketers can measure content marketing ROIAdobe Summit 2017



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31Today, we see marketing leaders reining in a portion of their content marketing spending until they can reliably measure its performance, point to business impact and achieve the scale and control currently afforded by paid media.Jake Sorofman, Research Director, GartnerSource Gartner for Marketing Leaders Blog



tex





DeliveryChannel PractitionersComplexity

End-to-End Content Marketing Process



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Strategy



35Content Strategy: Only 40% of B2C and 37% of B2B organizations currently have a documented strategy in placeContent Marketing Challenges Adobe Summit 2017



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36Content Measurement: Many marketers still find it difficult to tie in data that both fuels AND supports digital content strategyContent Marketing Challenges Adobe Summit 2017



IS NOT A CONTENT STRATEGY37



38Video: Marketers Strategic Challenges 2017



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DeliveryChannel Practitioners




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Planning



42Content Planning: It takes between 4 and 6 months to prepare, review, and approve new content marketing initiativesContent Marketing Challenges Adobe Summit 2017



43Content Collaboration: is still very PowerPoint and Excel heavy and marketers get confused on what technology they use to support and streamline content marketing processContent Marketing Challenges Adobe Summit 2017









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Creation



46Slow Content Creation: Production is centralized among a small teams of designers and writers tasked with creating increasing amounts of content for hundreds of marketers.Content Marketing Challenges Adobe Summit 2017



47Content Collaboration: is still very PowerPoint and Excel heavy and marketers get confused on what technology they use to support and streamline content marketing processContent Marketing Challenges Adobe Summit 2017



48Content Overhead: On average, up to 12 different user types can be involved in the creation of content from planning to execution, multiple handoffs of information and multiple approvalsContent Marketing Challenges Adobe Summit 2017



49Productivity: 70 90 hours of work to create one piece of content (dependent on channel) across all stages.Content Marketing Challenges Adobe Summit 2017



50Content Optimization: Content is not optimized based on user intent at the point of creation.Content Marketing Challenges Adobe Summit 2017



51Time to Market: from 5 to 8 weeks to get content to market depending on the channel, initial planning involved, creation time and localization neededContent Marketing Challenges Adobe Summit 2017



52Content Creation & Utilization - Asset reuse: minimal reuse (5% or less) of creative assets (images, videos, copy) once created. Content Marketing Challenges Adobe Summit 2017









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Delivery



CreationAssemblyMeasurement

MarketerAuthor

OptimizationOptimizerAnalyst

Delivery

Delivery



Quick poll with the audience: who is still struggling with their setup between CMS, testing platform and Analytics tool? Who feels they could do more and better?55

56Content Delivery: People upstream are not properly updated and the approval and review process becomes the bottleneck.Content Marketing Challenges Adobe Summit 2017



57Content Optimization: Content is either not found, does not resonate or does not convert.Content Marketing Challenges Adobe Summit 2017



58Content Measurement: Many marketers still find it difficult to tie in data that both fuels AND supports digital content strategyContent Marketing Challenges Adobe Summit 2017



59Content Publishing: Lack of publishing agility where marketers choose to rent versus own.Content Marketing Challenges Adobe Summit 2017



Inefficient Content StrategyInefficient Content Marketing OperationsInefficient Content Delivery



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ObjectivelyDrivenProcessOrientatedMeasureableAudience(Data) Centric

PersonasMessageDistributionRevenueIntentActionCreationtexAimStrategyProductionCreationOptimizationDeliveryMeasurementCollaborationPlanning



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Video: How Kraft Does Content Marketing



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DeliveryChannel PractitionersComplexityEnd-to-End Content Marketing Process



A1A2B2B1B3C1C2D1D2 D3Content SuggestionsCompetitive InsightsCompliancePrior PerformanceOffers 80%AwarenessConsiderationPurchaseLoyaltyObjective: improve metric heads in beds for Brazil during summerTarget Audience: middle-income couples from the US

perfect getaway locations summer 2017

private beaches in RioIpanema hotel details pageContent Journey = Campaign Brief 2.0





DeliveryChannel PractitionersComplexityEnd-to-End Content Marketing Process



Collaboration between Marketers, Creatives, and Channel Teams

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ProducerProject ManagerCreative

Creative TeamMarketing Ops TeamTeam ManagerProject ManagerTeam Manager1234563

78Needs calendar view for project planning

Needs the ability to assign project to other teams

Approval/Review Process with Request OwnerNeeds calendar view for project planning

Needs the ability to assign project to other teamsNeeds to see workload for each team member

Approval/Review ProcessNeeds to see list of tasks

Approval/Review ProcessNeeds to see list of tasks

Approval/Review ProcessNeeds to see workload for each team member

Approval/Review ProcessCentralized Interface

Feature with high adoption



Content StrategyContent PlanningContent CreationContent StrategistContent PlannerContent CreatorContent AssemblyChannel PractitionerManager/Executive

Interactions between Personas



Distinct User GroupsDistinct User InterfacesNo shared user flows between modules

Example: content strategy in Powerpoint, then content planner works in a tool like Workfront, then the content is created outside of Workfront, and then finally all the content is assembled in a WCMS71

Content StrategyContent StrategistContent PlannerContent PlanningManager/Executive

Request Content Creation for Content JourneysSend Status Updates on Production StatusProject ManagerAPIInteractions between Personas





Content StrategyContent PlanningContent CreationContent StrategistContent PlannerContent CreatorInteractions between PersonasContent AssemblyChannel PractitionerManager/Executive





Content StrategyContent StrategistContent WritersInteractions between PersonasContent CreationManager/Executive

Request FeedbackProvide FeedbackDesignersContent CuratorsAPI





Content StrategyContent PlanningContent CreationContent StrategistContent PlannerContent CreatorInteractions between PersonasContent AssemblyChannel PractitionerManager/Executive





Content StrategyContent StrategistContent AssemblersContentAssemblyManager/Executive

Request FeedbackProvide FeedbackAPIInteractions between Personas





Reporting + Dashboards + Insights

MobileSocialRich MediaEditorialUGCEmailWeb

AssemblyMeasurementOptimiziationStrategyPlanningContent CreationEnd-to-End Content Marketing Process



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Functional AreaCapabilityStrategyContent JourneysReporting (incl. Calendar)PlanningConcierge DeskBasic Project ManagementContent Production CalendarCollaborationEditorial WorkflowsCreative WorkflowsUGC WorkflowsDAMDeliveryOmni-Channel Distribution

Content Marketing Powerhouse Checklist



Assess your current setupIdentify gaps in your current setupImplement necessary adjustments79Perform a Content Marketing Checkup!



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The Culture of Content: 9 Steps to Content Marketing Excellence81

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Peter Krmpotickrmpotic@adobeTwitter: @PeterKrmpoticLinkedIn: /peterkrmpoticQ&AAndy [email protected]: @AndyBetts1LinkedIn: /bettsandy




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