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Solving the Content Conundrum: How Brands Create, Manage & Publish Content in Real-Time Brands are struggling to keep up with people’s voracious appetite for content. Today content is more than KING, it is CURRENCY. It builds awareness and equity, and it plays a critical role in converting a lead into a sale. In this webinar we will share how the right combination of People, Processes, and Platforms, can help you make the transformations necessary to keep up with the ever increasing content demands of your consumers. Thought leaders from Filter and Strong-Bridge Consulting will provide an overview of best practices which demonstrate how you can run your content operations like a newsroom resulting in content that builds an audience and generates returns. Join us May 7th to learn the steps you can take to apply this strategy in your organization to create, manage and publish content in real-time. Presented by Kristine Stebbins, VP of Strategic Services at Filter and Dennis Haugan, Managing Director, Customer Experience Design at Strong-Bridge Consulting.
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Solving the Content ConundrumHOW BRANDS ARE CREATING, MANAGING, AND PUBLISHING CONTENT IN REAL-TIME
Who We Are
Kristine StebbinsVP OF STRATEGIC SERVICESFILTER
SOLVING THE CONTENT CONUNDRUM
Filter is a company that specializes in digital content and the people who create it.
Who We Are
SOLVING THE CONTENT CONUNDRUM
Dennis HauganMANAGING DIRECTOR, CUSTOMER EXPERIENCE DESIGNSTRONG-BRIDGE CONSULTING
Strong-Bridge is a management consulting firm that helps businesses develop and deliver strategies that generate lasting results.
You don’t control your content anymore
At the pace content is created, published and consumed today, it’s impossible to control.
The pace is amplifying existing pain points:
• Multiple internal resources, agencies, vendors, and partners creating disparate content
• Digital bringing these fragmented content pieces together into the customer journey
• Resulting in conflicting messages, lower satisfaction and weaker KPI performance
• Ultimately diluting the brand
SOLVING THE CONTENT CONUNDRUM
Brand Essence
Consistent Brand
Distinctive Experience
Brand Essence
Consistent Brand
Distinctive Experience
Defined customer journey
Connected customer touch-points
Delivered content in context
Shared methodology
Based on customer wants, needs, and goals
Based on customer life-cycle
Orchestrated content
SOLVING THE CONTENT CONUNDRUM
Shared methodology
Based on customer wants, needs, and goals
Based on customer life-cycle
Defined customer journey
Connected customer touch-points
Delivered content in context
An orchestra without a conductor is just noise
SOLVING THE CONTENT CONUNDRUM
Customer Journey
SOLVING THE CONTENT CONUNDRUM
Attract
Convert
Retention
Prospects
LoyalCustomer
Be the Conductor of Your Customer’s Journey
SOLVING THE CONTENT CONUNDRUM
Attract
Convert
Retention
Prospects
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LoyalCustomer
PERCEIVEDCONTENT VALUE
BUSINESSMODEL
EDUCATIONAL &PREMIUM SERVICES
MOVIESAPPS, BOOKS
TV SHOWSLONG FORM ARTICLES
NEWSCOMMODITIZED SERVICES
AD SUPPORTED PAY-PER-VIEW PAY-PER-ITEM SUBSCRIPTIONS
Content Monetization
SOLVING THE CONTENT CONUNDRUM
Do we have the right people,
processes and platforms?
Who actually creates the content?
What isour content
strategy?
How do wemanagecontent?
Who’s the bossof content?
SOLVING THE CONTENT CONUNDRUM
SOLVING THE CONTENT CONUNDRUM
Content strategy (does not) equal a CMS (that is a platform)
SOLVING THE CONTENT CONUNDRUM
SOLVING THE CONTENT CONUNDRUM
From This
Advertising WebPublicRelations
Print +Production
MarketingDatabases
Events
Marketing Director
Marketing Manager
SOLVING THE CONTENT CONUNDRUM
To This
Advertising
Print +Production
Events
PublicRelations
Mobile
Social
Site
Editor inChief
SOLVING THE CONTENT CONUNDRUM
SOLVING THE CONTENT CONUNDRUM
Brainstorm/Big strategy
Idea
Approve
Plancampaign
Execute
Track resultsand start again
at the top
From This
SOLVING THE CONTENT CONUNDRUM
To ThisStrategy
•Market Research• Social Listening•Conversation Monitoring•Analytics• Search and Rank Analysis
Creation
• Filter•CrowdSource•Content Production Platforms•Content Curation•Content Syndication
Performance
•Content Analytics•Google Analytics•Adobe Marketing Cloud•Webtrends•Quantcast• Social Activation Networks• Search Performance Measurement
Distribution
•Email Marketing Platforms•Marketing Automation Platforms•Content Discovery Networks• Social Distribution Channels• Search (Paid and Organic)
Host
•CMS•Drupal•WordPress•Adobe CQ
• LinkedIn•Google Plus•Twitter
• Slideshare•YouTube• SiteCore
60 seconds to 1 hour
SOLVING THE CONTENT CONUNDRUM
From ThisAd
Banner
TV commercial
Billboard
SOLVING THE CONTENT CONUNDRUM
Electronic Billboard
Smartphone
Laptop
Tablet
Television
Content Package
To This
SOLVING THE CONTENT CONUNDRUM
Breaking It Down
SOLVING THE CONTENT CONUNDRUM
Why Brands Struggle
SOLVING THE CONTENT CONUNDRUM
Q&A
SOLVING THE CONTENT CONUNDRUM
Need help with your content strategy? Let’s chat about how we can assist you.
Email: [email protected] Phone: 206-682-6005Visit: www.filterdigital.com
Thank YouKRISTINE STEBBINS, VP STRATEGIC [email protected]@KRISSTEBBINS
DENNIS HAUGAN, MANAGING DIRECTORCUSTOMER EXPERIENCE [email protected]@SBC_DHAUGAN
