Create Killer Content without Killing Yourself (or anyone else)
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In today’s dynamic business ecosystem, if you’re not content marketing, you’re missing an opportunity. Everyone from huge global brands to startups to mom-and-pop shops are jumping into the content marketing pool, and they’re all discovering the same thing: getting content marketing done is really hard. To begin with, there are a lot of moving parts: Marketing managers, Deadlines, Content contributors, Writers Multiple document versions, Deadlines, Digital assets, Designers, Database admins. And wrangling all of these requires either the patience of a saint, or the discipline of a drill sergeant. And let’s face it—you’re probably neither one. But there is a way that you can crank out killer content marketing campaigns without losing your mind or your hair, and we’d like to share it with you.
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Create Killer Content without Killing Yourself (or anyone else)
- 2. © 2015 IO Integration, Inc. All rights reserved.© 2015 IO Integration, Inc. All rights reserved. Since the very beginning, managing digital media and production workflow automation have been at the heart of what we do. Founded in California by former Xinet, Apple and DALIM executives and partners, IO Integration has been helping companies innovate, automate and resonate with customers since 2001. Fast forward to 2014, and we help top retailers, agencies, marcom and publishers rapidly deliver digital media to any platform worldwide. Achieve faster delivery, increase brand loyalty, deliver localized campaigns, and reduce resources through digital media and brand management solutions from IOI.
- 3. © 2015 IO Integration, Inc. All rights reserved.© 2015 IO Integration, Inc. All rights reserved. Jill helps creative teams harness technology to work faster and more efficiently together so they can spend more time doing what they love: being creative. Jill has 20 years of experience working with start-ups and industry leaders alike including Adobe, Equifax, and Microsoft in executive roles in integrated technology marketing, program management, and product management. She has a passion for customer experience, analytics and an entrepreneurial spirit. Introductions - Jill Talvensaari, IO Integration 3 Jill Talvensaari VP of Marketing IO Integration jill@iointegration.com
- 4. © 2015 IO Integration, Inc. All rights reserved.© 2015 IO Integration, Inc. All rights reserved. Introductions - Richard Whitehead, Workfront Throughout his career, Richard has worked with many in-house creative teams to help them learn to effectively manage their workload and control work chaos. With over 20 years of experience in the software industry, Richard has worked in a variety of roles, including Marketing, Product Management, and Engineering. Richard Whitehead Sr. GTM Director Workfront richardwhitehead@workfront.com
- 5. Richard Whitehead GTM Senior Director of Marketing Solutions, Workfront Jill Talvensaari Vice President of Marketing, IO Integration
- 6. Creating Killer Content Without Killing Yourself • Content Marketing: The good, the bad, and. . . • Strategy, what strategy? • That ol’ heartbreaker, content • Content Hell, Part I, 2, … • The big question • Creating killer content. . . and sparing Bob’s life • No more, no way • The takeaway
- 7. Content Marketing: The good, the bad, and. . . Everyone these days seems to be doing some kind of content marketing. But are they doing it RIGHT? – The good news: In 2014, 93% of marketers reported that they are using some form of content marketing – The bad news: Only 42% felt that their efforts were effective* (Wow, that’s ugly) *Content Marketing Institute, 2014
- 9. Strategy, what strategy? When it comes to strategy, most content marketers are engaging in some pretty risky behavior: 72%of marketers say they have a content strategy in place, but only 30%have it formally documented 21%admit that they actually have no strategy at all* (Oh dear)
- 10. That ol’ heartbreaker, content • 25% of marketers still generate all of their content in-house • In-house content is usually developed through collaboration by: (That’s a lot of players) *B2B Content Marketing Spotlight Report, 2014
- 11. Consistently, the number-one content marketing challenge is having enough time and bandwidth to create the kind of quality content that gets results.
- 12. Too many cooks in the kitchen = Collaboration Hell
- 13. Content Hell, Part I: Collaboration Balls are getting dropped because nobody’s communicating with anyone else
- 14. Content Hell, Part 2: Missed Deadlines Stakeholders just can’t seem to meet deadlines— even after multiple reminders and extensions
- 15. • 33% of workers would rather clean toilets than their email Inbox [Yahoo! Survey] Content Hell, Part 3: Lost Content and Email
- 16. Content Hell, Part 4a: Time Vampires Content Chaos = Process Hell – Status meetings drag on, sucking up valuable time and killing productivity
- 17. NEVER ENOUGH TIME Content Hell, Part 4b: Firedrill!
- 18. Content Hell, Part 4c: Waiting for Yes
- 19. Content Hell, Part 5: The Process Content chaos = Process Hell – Information is either unavailable, or spread across multiple points on the network =
- 20. The big question How can you easily and efficiently create a volume of killer content, without killing yourself (or Bob, that guy in PR)? We’re glad you asked. . .
- 21. Creating killer content. . .and sparing Bob’s life Get a hub, bub: A unified dashboard will give a 360◦ view of everything associated with content development: – Centralizes tasks and timelines so calendars, tasks, and deadlines are automatically synced – Facilitates information-sharing across teams (and geographies) – Improves processes for gathering and analyzing data – Enables users to get reports and status in real-time, eliminating the need for status meetings
- 22. Creating killer content. . .and sparing Bob’s life And with a digital marketing hub on your side, you’ll not only be taller and better-looking, you’ll also become: AGILE
- 24. Creating killer content. . .and sparing Bob’s life And with a digital marketing hub on your side, you’ll not only be taller and better-looking, you’ll also become: • Data-Rich – You’ll feel like the Warren Buffett of data, because hubs consolidate information from numerous sources • Metric-Savvy– Marketing ROI
- 25. Creating killer content. . .and sparing Bob’s life Save Bob, Get a Content Marketing Hub On-time, Faster Projects Easily Found Content Personalized, Contextual Messaging Omnichannel communications Consistent Brand Assets Best Customer Experience
- 26. Creating killer content. . .and sparing Bob’s life Choose your tools wisely: – Choose 3 or 4 key tools, and make sure they integrate smoothly with each other – Resist the urge to overdo it—too many tools can create a lot of complexity you just don’t need Content Marketing Toolkit
- 27. Creating killer content. . .and sparing Bob’s life Rollin’, rollin’, rollin’ it out. . .gradually 1. Start by getting your creative team ramped up and using the dashboard 2. Expand it to other teams in the organization 3. Complete the roll out by getting the entire department on board and collaborating more efficiently
- 28. More Content Coming Your Way Once the dashboard is adopted across your organization, you’ll see a dramatic difference in how much content you are able to generate (and how quickly) – No more ‘oops’ – No more mysteries – No more lame excuses – No more document craziness – No more bottlenecks
- 29. Content Marketing Isn’t Rocket Science Making content marketing less painful isn’t brain surgery, as long as you know that: 1. Collaboration dashboards are your friends 2. Your tools need to play nicely together 3. You can start eliminating silos and bottlenecks within your own team, and extend processes from there
Hinweis der Redaktion
- The world’s top retailers and advertising agencies look to IOI for innovative, creative digital workflow solutions that enable fast, effective global management of all brand assets and rich media, from creation to content delivery. We do this by integrating best of breed new technologies into your existing processes and structure. This results in streamlined processes such as managing and sharing rich media, online Review and Approval cycles, and enabling the rapid delivery of localized, branded content to any media, worldwide. Incredible efficiencies are achieved by improved communications and digitally automating workflows, often cutting turnaround times from weeks to minutes. In a nutshell, we help our customers manage millions of assets across thousands of users.
- Lead generation is by far the number one goal of content marketing, but it’s also used to increase brand awareness, and establish thought-leadership.
- Content marketing is a perfect storm of strategy and tactics: Editorially-based Marketing-backed Behavior-driven Targeted Multi-platform (omni-channel) Companies with a documented content strategy are much more likely to be very or extremely effective (3%) than those without a documented strategy (11%)
- The biggest challenge for content marketers today is simply the content itself. Content marketing projects today are failing at an astonishing rate, often due to painful content development processes. Producing enough quality content to feed an ongoing content marketing beast is a huge challenge for most marketing departments.
- 23% of enterprise workers surveyed by Workfront selected collaboration as the type of work hell they experience most often
- 23% of enterprise workers surveyed by Workfront selected collaboration as the type of work hell they experience most often
- 23% of enterprise workers surveyed by Workfront selected collaboration as the type of work hell they experience most often
- When the content process isn’t well-defined, it’s impossible for content contributors to know what’s going on, and be productive. The filing system isn’t designed for document management, and nobody’s using it correctly, anyway. They are using their inbox, Dropbox, Fileserver, or worse -- keeping everything on their own computer without back-ups. It’s no wonder that in a recent Yahoo! Survey, 1/3 of workers would rather clean their toilets than clean out their email inboxes. That’s because 100 email messages can occupy more than half of a worker’s day. More than half of us have 100 or more e-mails in our inbox, and about 10 percent have upwards of 2000, according to a survey by IT advisory firm Cutter Consortium. “People with more than 100 messages in their inbox are less satisfied with the quality of their projects, more behind on them, and less likely to know what they need to work on at the start of a workday,” Jared Goralnick, an email productivity expert, found in his research. “Thus, it is crucial to empty our inbox.”
- When the content process isn’t well-defined, it’s impossible for content contributors to know what’s going on, and be productive.
- It’s based on a typical work week for a Project leader, which it begins with a clean slate…CLICK and intention is to the lead the project….but very quickly, the project begins to lead them CLICK It starts with the need for daily status meetings, as the only feasible way to keep current….followed by the biggest slice of their time CLICK in spent dealing with hundreds of emails…every day. What if there was a way to simplify collaboration, inside the project, so that emails were cut in half….and a full day of is freed up. This is big part of what Russ is going to show you. CLICK Based on the status meetings and email exchanges, reports are constantly..and manually updated…. And usually out-dated by the time they are received. At this point, 50% of the week is gone by the time we factor in all the CLICK ad hoc requests that are typically high priority and divert everyone’s focus…..and lastly CLICK a number of hours towards the end of the week (or weekend), performing rework, re-aligning tasks and otherwise bridging all the dis-connects amongst your team members. (PAUSE) Are there similarities here with how your week tends to play out? The PMI estimates to that 70% of projects fail …and to a large degree this explains why. We’re looking at 46 hours here that was spent in an attempt to keep up….and the project leaders that were surveyed said CLICK CLICK
- Without good collaboration tools, you’re always hunting down the people you want to talk to and you’re at the complete mercy of their schedules, your luck, or both. How many times have you camped outside a stakeholder or manager’s office, hoping for 2 seconds to get in front of them and remind them to look at something you put on their desk or sent to their email? With solid collaboration tools that give you visibility into project progress, you no longer have to play this cat and mouse game. You should be able to quickly and easily call up projects to view their progress, even changes in plans via updates recorded in those project’s tasks, and the interface should be easy and intuitive enough that everyone on your team – and hopefully, within the entire company can adopt it. If it isn’t, maybe it’s time to review whether these tools are really right for you.
- The filing system isn’t designed for document management, and nobody’s using it correctly, anyway When the content process isn’t well-defined, it’s impossible for content contributors to know what’s going on, and be productive. Adds risk management.
- A survey of PMs asked them for the top 3 things they needed to be more effective in their jobs. #1 on their wish list was the type of visibility that would eliminate the need for status meetings and non-stop emails. #2 was a capability for dynamic resource planning to eliminate guesswork when they assigned tasks…and #3 was an automated reporting tool that replaced their excel spreadsheets and provided upper management with customized information in real-time. The core of the solution lies in organizing information & tasks centrally so that everyone has access, and you can minimize duplication, lost information, and scattered data.
- Agile – A digital dashboard will make your content development processes resemble an Olympic gymnast: Flexible, innovative, and robust. You’ll be able to quickly adapt to changes as they arise, and engage new approaches whenever the market shifts. Examples: Single Source of Truth Dashboard from Dave’s Team Approval Workflow Worlkflow slide – new CMO and labrynth
- Our in-house creative team uses a sprint board to track their team’s work progress through the week … this is this week’s sprint as of our call Friday. So you can see they’re behind (although not very behind, they should still be able to end the week in the green).
- and give you the clearest view of your customers, in real time. It’ll also give you the power to share relevant data with related processes, applications, and systems across the enterprise. Metric-savvy – Pulling in customer analytics and metrics from multiple data sources, a marketing dashboard offers one of the best ways to accomplish something that most marketers have never had the ability to do: Measure content marketing ROI.
- ROI, DATA, Customer behavior and interaction Right Content Right People Right Time censhare
- You need the right tools to manage the entire lifecycle of work, support different work methodologies, and manage all the deliverables that stakeholders are tasked with.
- No more ‘oops’: Hey, everyone’s communicating now, so delays and ball-dropping are gone No more mysteries: With tasks and timelines all in one place, everybody knows what’s going on, in real-time No more lame excuses: Automation makes sure that everyone is aware of and hits their deadlines on time, every time No more document craziness: Pesky version-control issues just won’t happen anymore No more bottlenecks: Tracking and automating content approvals keeps everything moving
- Start small, with the creative team, prove success, and then have internal evangelists that spread the positive message about it. Ultimately you will have other departments lining up to get the application and process deployed in their organization. This makes everyone more open to change management and changing the way we work together. Ultimately, you smash down silos and work in a streamlined way from beginning to end cross functionally. Once the entire organization is using the dashboard, silos and bottlenecks will start to disappear, and collaboration (and productivity) will improve dramatically