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You’ve Got the Tools, But Do You Have the Team?

Robert Rose (@Robert_Rose)Scott Liewehr (@sliewehr)May 16, 2013 | CMS Expo

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About Digital Clarity Group

DCG helps business leaders navigate the digital transformation and create competitive advantage from disruption. 

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The ideal…

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The reality...

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You can’t buy that

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Defined goals, objectives, strategy, plan, metrics

Organizational alignment Team (internal and external) Process Technology Content More content Governance

Chaos: The Real World of content marketing and how enterprises are making it up as they go.

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Constant Engagement is an imperative

Constant Engagement is an imperative

So, what’s the challenge?

It’s a Change….

Human Capital Index – Corporate Culture Performance Kotter & Keskette

Sources of innovation

Systematic ProcessSwept Into It

Serendipitous

Replicated FromPrevious Job!

Producing EngagingContent

2012 Content Marketing challenges

Producing ContentMgmt Buy-In

Budget

So – what’s really going on?

So – what’s really going on?

So – what’s really going on?

How we buy content technology

We identify all the shortcomings of our system (real and perceived)

We make a wish list to fit the design of our new presentation NOT our new process.

We get demos from vendors who show us all the new stuff to differentiate themselves.

Our Wish List

Vendor New Stuff

All The StuffOur CMS Doesn’t Do.

How we implement the same

The stuff we don’t understand.

We’ll wait for phase 2 on this

The rationalized the purchase of the

technology.

Our Wish List

Vendor New Stuff

All The StuffOur CMS Doesn’t Do.

All WCM’s fail

All WEM’s / SOE’s will fail too.

Smart Content Strategy & Good Technology implementation – that enables CHANGE – is what’s key.

How do we, as marketers, and content strategists get to good implementation.

Conclusion:

Building the process

Building the process

It’s where mostcontent agencies start.

Google sez there’s 4 million ways to say

We listen to you...We repeat it back...We design it...We develop it...We help you maintain/measure it...

It’s time for marketing to step upand YOU can be the catalyst

We must create and communicate new processes – anchored around an ability to change.

Doesn’t matter whether it’s a new WCMS, or WEM/CXM or SOE

Deployment / implementation is the critical factor.

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It’s all about the experience you’re creating

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Scott’s Law:The more software you need, the less important it is to your overall success

Think about it.

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Elements of a successful process

Elements of success

Enabling technology?

Aligned philosophy?

Inspiring trajectory?

Partnership mentality?

When considering technology…

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When considering the team…

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Team = People. People are different. Duh.

Empathetic to your needs?

Capable and fluent?

Consistent?

Accountable?

Fit?

Assembling the A-Team

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Strategy Voice of Customer Content strategy Copywriting Design Technology [Enterprise] technology Measurement / Optimization

Essential skills

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Robert Rose | @Rober_Rose

Scott Liewehr | @sliewehr

Digital Clarity Group | @just_clarity