The document summarizes a presentation about the rise of the new content strategist. It discusses how the roles of content strategist, marketer, and architect are merging into an integrated role that requires technical skills to manage content across systems and channels. It also emphasizes how the new content strategist prioritizes creating valuable content over content volume, embraces new technologies like ad blocking, and uses analytics not just to measure ROI but to continuously improve content based on what resonates with audiences. The new content strategist approaches content and distribution in a more "liquid" way by adapting formats and channels fluidly while maintaining brand consistency.

1. The Rise of the New
Content Strategist
Presented by:
Acquia & Possible
December 15, 2015

2. Moderator:
Amanda McCreary, Acquia
Panelist:
Rob Gill, Acquia
Panelist:
Jason Carmel, POSSIBLE

3. Content Strategy

4. Classic Content Marketing
John Deere Jell-O Lego Sherwin Williams

5. Going Viral

6. Integrated Content Marketing

7. Impact: Loyalty
& Advocacy

8. How?

9. The New Content Strategist
Content strategy deals with the planning aspects of managing content throughout
its lifecycle, and includes aligning content to business goals, analysis, and modeling,
and influences the development, production, presentation, evaluation, measurement,
and sunsetting of content, including governance.
~Rahel Bailie, The Content Wrangler
Content marketing is a marketing technique of 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.
~Content Marketing Institute
Content Architect is responsible for managing the technologies, systems, data and
process surrounding the distribution and maintenance of mass quantities of content,
ensuring that content editors have easy access to content across the organization
and enabling content marketers to target the right content to the right audience
across digital properties.
~Acquia
Content
Strategist
Content
Marketer
Content
Architect

10. Can one person do it all?
Content Strategy
Content
Marketing
Content
Architect
Content Strategy
Content
Marketing
Content
Architect

11. How do you manage it all?

12. Today’s content creation landscape is fractured.
Social Channels
Legacy IT
Brand/Company A
→ Multiple legacy systems
→ Multiple Channels
→ New technologies
→Mergers/Acquisitions

13. Content re-created
because it’s difficult to find
what exists or what’s relevant.
Content needing to live
only within your CMS to
be used in your digital
experience.

14. Big content comes with a big cost, mainly time
spent searching for content.
“In 2013, content searches cost companies over $14,000 per worker and
nearly 500 hours per worker.”
-Newstex, The Data Explosion in 2014, July 2014

15. Content Aggregation & Normalization

16. Authoring can be centralized...

17. 1. Challenge 2 - Which content types and channels to prioritize based on your audience and business
goals (Jason)
How do you prioritize?

18. Distribution of content and
technology requires a fluidity of
placement, format, tone, and origin.
Loose dispersion of ideas while still
maintaining control over brand
message.
Liquid and Linked

19. LIQUID
→Channel
→Tone
→Format
→Producer
→Etc...
NOT LIQUID
→Business Goals
→Measurement Criteria
→Audience
Liquid and Linked

20. Downy’s #ripyourclotheson

21. Liquid = Real Time Marketing

22. Ad Blocking

23. Ad Blocking is Not New

24. Content > Advertising

25. Great Content Changes Behavior

26. And it Implies Risk Taking

27. Analytics & ROI of Content

28. Reporting & Analytics
Own your data (1st party)
vs buying it (3rd party)
Visualize and measure
your customer segments

29. Anonymous
Identified
Sales Cloud
Marketing
Cloud
Additional Customer Data
UNIFIED VISITOR
PROFILE
Clicked pages,
searched keywords,
downloaded
documents from
mobile device in
NYC
Made $500
purchase
Clicked
CTA
in 4 emails
Identified as
jane@doe.com

30. SITUATIONAL
Date
Time
Device
Location
BEHAVIORAL
Origin URL
Page views
Time on page
Clicks
Downloads
PERSONALLY
IDENTIFIABLE
Name
Email
Phone
Company
Title
COMMERCE
In-store purchases
Online purchases
Discounts
CRM
Sales
touchpoints
MARKETING
AUTOMATION
Opens
Clicks
SOCIAL
Likes
Interests
LOYALTY
Status/rank
Redemptions
Unified
Visitor Profile
Data
Real-Time & Historical

31. Unified Visitor Profile
Connect anonymous
and identified visitors
across devices and
channels

32. Content Strategist:
→Channel optimization
→Pushing Back on Last
Click
→Online to offline
Attribution Shift
New Content Strategist:
→What about the content
specifically made this
zing?

33. Attribution Shift
New Content Strategists use analytics
and attribution not just to calculate ROI,
but to make the creative better.

37. Value vs. Volume

38. What Content is Working

39. What Themes are Working

40. Key Takeaways
The New Content Strategist is…
→Integrated
→Technical
→Liquid
→Embracing Ad Blocking
→Analytical

41. Questions?