agile content creators : carole lamarque

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1. How to become Agile Content Publishers? Carole Lamarque 2. 8 TALENTVOLLE DUIZENDPOTEN Carole Tone Pete Phil Oliver Joeri Lander Managing Partner Executive Producer Performance MarketeerChief Studio Creative Technologist Strategic Marketing Director Client Service Director Campaign Manager Arno @caroberry carole@linkman.be T. +32 3 345 03 82 3. GASTSPREKER: CAROLE LAMARQUE M +32 478 33 7000 carole@linkman.be @caroberry @caroberry Carole Lamarque 4. WE LIVE IN A NEW WORLD 1 5. BRANDS BECAME CONTENT PUBLISHERS Brandsevolvedfromclassicaladvertisingto digitalcontentpublishing classicaladvertising contentpublishing @caroberry carole@linkman.be 6. WE LIVE IN A NEW WORLD The number of publications in avg campaigns skyrocketed 1 7. WE LIVE IN A NEW WORLD They stay in continuous campaign mode 2 8. WE LIVE IN A NEW WORLD They need to manage intensive content flows 3 9. CUSTOMERS ARE VOLATILE Customer experiencesare moreandmore fragmented Theyhavemore channels availablethen everbefore Customer behaviour becamemore unpredictable 2 31 10. CHALLENGES FOR BRANDS Buildreach,notjustbuyreach 1 11. CHALLENGES FOR BRANDS Struggleforrelevancy 2 12. CHALLENGES FOR BRANDS Capitalizeontrendsandactuality 3 13. CHALLENGES FOR BRANDS Managemultiplechannelsefficiently 4 14. CHALLENGES FOR BRANDS Keepintensivecontentflowsaffordable 5 15. CHALLENGES FOR BRANDS Gobeyondengagement andbuildconversion 6 16. AGILE CONTENT PUBLISHING Part of the solution 2 17. AGILE CONTENT PUBLISHING Introduceagileframework incontentpublishing agileframework contentpublishing @caroberry carole@linkman.be 18. AGILE CONTENT PUBLISHING WORKING AGILE MEANS FOLLOWING AN ITERATIVE AND INCREMENTAL PROCESS: startwithsomethingsimple, understandthatitneeds improvement,andcontinuously makethoseimprovementsbased oncustomerfeedback.Theagile principleoriginatedintheworldof softwaredevelopment. @caroberry carole@linkman.be 19. HOW BECOME AGILE CONTENT PUBLISHER? Needs: Agile content framework Agile content team 1 2 @caroberry carole@linkman.be 20. AGILE CONTENT FRAMEWORK Agile content framework: a 4-step process @caroberry carole@linkman.be 21. Gather data, customer insights Start with a content flow, but understand it needs improvement Mostcampaignsstartwithexpertopinion Agilecontentisbuiltaroundcustomerfeedback 1. RESEARCH @caroberry carole@linkman.be 22. 1. RESEARCH Agilestrategyalsoworksforbigcoperations Casemockuptesting(ex.NikoRoomsolutions) @caroberry carole@linkman.be 23. Befast&flexible progress in sprints, not just in deliverables editorial meetings weekly/monthly produce short term content calendars (calendar no longer then 1 quarter) 2. RELEASE @caroberry carole@linkman.be 24. exampleworkinginsprints:DeStandaard 2. RELEASE @caroberry carole@linkman.be 25. Beengaging think mixed media storydoing 2. RELEASE 1 @caroberry carole@linkman.be 26. 2. RELEASE 2 Stay affordable hero - hub - hygine principle Hero entertain and inspire with emotional storytelling promoted through advertising Hub regularly updated destinations full of valuable and engaging content worth returning to subscribe -like -follow Help educate by answering questions found through search @caroberry carole@linkman.be 27. 2. RELEASE Current image Perception Time content content content Future identity Contentasabridgeto consideration&understanding 2 Stay affordable hero - hub - hygine principle @caroberry carole@linkman.be 28. 2. RELEASE Content distribution strategies that stick Meet dierent consumers needs with Hero, Hub & Help Hero entertain and inspire with emotional storytelling promoted through advertising Hub regularly updated destinations full of valuable and engaging content worth returning to subscribe -like -follow Help educate by answering questions found through search 2 Stay affordable hero - hub - hygine principle @caroberry carole@linkman.be 29. 2. RELEASE Keep your content ows aordable by creating a healthy mix of high-prole content (Hero) and content to support (Hub, Help) marketing messages. 2 Stay affordable hero - hub - hygine principle @caroberry carole@linkman.be Hero entertain and inspire with emotional storytelling promoted through advertising Hub regularly updated destinations full of valuable and engaging content worth returning to subscribe -like -follow Help educate by answering questions found through search 30. 2. RELEASE 3 Beefficint create reusable content formats use storytelling frameworks @caroberry carole@linkman.be HERO HUB HELP Through the smart use of reusable formats and storytelling- frameworks, the agile content team realizes impactful publications, quickly and efficiently. 31. 3. OPTIMISE Realtimecustomerinteraction 1. customer feedback 2. conversation management 3. online surveying @caroberry carole@linkman.be 32. 4. CONNECT Optimisedcontentbecomesmagnetic now go beyond engagement and implement activation programs that stimulate lead generation (= inbound marketing, funnel) @caroberry carole@linkman.be 33. AGILE CONTENT TEAM 3 34. AGILE CONTENT TEAM Everybody thinks, Everybody does @caroberry carole@linkman.be 35. AGILE CONTENT TEAM Everybody thinks, Everybody does @caroberry carole@linkman.be 36. CASE EXAMPLE content plan 4 37. Inspire. Educate. Accelerate. 38. @caroberry carole@linkman.be T. +32 3 345 03 82 39. SHAPE, BUILD & LAUNCH @caroberry carole@linkman.be 40. Hierkondenwechtgroeien enwordenwatwewildenzijn 41. WIJ WERKEN VOOR entertainment retaile-commerce fmcg energie consumer electronics verzekeringen geneesmiddelen @caroberry carole@linkman.be 42. THANK YOU Carole Lamarque M +32478337000 carole@linkman.be @caroberry