Verizon PowerPoint
Managing Cross ChannelContent Marketing akadon't Orphan Your
Content In Someone Elses Walled Garden
HelloIm Cory
Andrew M. Davis@TPLDrew
vs.
10
SUNEARTH
www.brandscapingbook.com/
12
www.brandscapingbook.com/
16We live in a consumer centric world
Its not about what you sell, its about the value you create
Your product is the experience you enable.
Your product is a customer experience you enable.
Content is how you build a consumer centric experience
IN A DIGITALLY TRANSFORMED WORLDContent is the best means to
deliver value to people.
INSPIRE
ENTERTAIN
EDUCATE
EDUCATE
What Do These Videos Have In Common?
Theyre Orphans
marketingmrkdiNG/nounthe action or business of promoting and
selling products or services.
CONTENTSTRATEGY
BUSINESSOBJECTIVESCUSTOMERGOALS
Challenge: Operations
Content Strategy from ideation to publication33
Solution: Content & Data Asset Management
Start project:Develop Content Strategy Brief
Alison MarketerContent ManagerContent Marketing Team
Create Digital Assets & Content
Karina CreativeCreative ManagerCreative Team
Marketing Review
Josh AnalystContent Analyst/PMContent Marketing Team
Legal Approve
Larry LawyerReviewer/ApproverLegal & Brand Team
Move to Production
Alison MarketerContent ManagerContent Marketing Team
Content Creation & Publication Process
RENDITIONSVERSIONINGSTORAGEMETADATATAGGINGWORKFLOW
Challenge: Creation
Delivering Quality Content the meets consumers needs and drives
the business objectives
38
Solution: Blended Content Development
UGCUser Generated ContentSocial Media Ratings & Reviews
OwnedBranded Content, Organic Search, Email, Paid Search, Social
Media
Licensed3rd Party Content, Display, EmailSocial Media, Paid
Search
#
Challenge: Fragmentation
Delivering the right content, at the right place, at the right
time
41
Solution: Targeted Distribution Platform
Delivering the right content, at the right place, at the right
time42
DMP SolutionWeb Analytics
Real-time DataSegments
Content Management System & Data Asset Manager (CMS/DAM)
Personalization Engine
Profiles & Audiences
Digital Asset Delivery System
1st Party DataPPC
#
Putting it all together
Really Large CompanyMarket: E-Commerce Market PlaceLocation:
United StatesTechnology: CMS, DAM, DMP, & Personalization
EnginePartnerships: Sponsor of Star Wars The Force AwakensGoal:
Increase IoT revenue, including Smart watches
Ted Evelyn MosbyJob: ArchitectLocation: Cleveland, OHCarrier:
Cricket Wireless Device: Samsung Galaxy S5Profile: Millennial,
TechieGoal: Read Article about Star Wars Comic Con Event
What are the Best SmartWatches of 2015?
Thank you
@coryhaldemanlinkedin.com/in/chaldeman
