director, global content strategy, dell emcimages.meclabs.com › sitefiles › summit-2017 ›...
Post on 08-Jun-2020
3 Views
Preview:
TRANSCRIPT
Director, Global Content Strategy, Dell EMC
9
10
Director, Global Content Strategy,Dell EMC
Enabling the Dell EMC marketer to better serve the Dell EMC customer
2 3 41
To building and scaling a customer-first content program
21 2 3 4
Identify the gaps and opportunities
Awareness Credibility
Client X: Enabling big data workloads in a cloud-based world
What is cloud? video
Cloud is business growth video
Impact of cloud whitepaper
Value of cloud video
Action
FireHost
Direct networks
Client Z
Boomi
DaaS
Cloud manager
Content Audit Results
Awareness Credibility Action
Client X: Enabling big data workloads in a cloud-based world
Infographics Articles FireHost
Direct networks
Client Z
Boomi
DaaS
Cloud manager
Video
Landing page
PR
Social media
Articles
Infographics
Print media
Survey Social media
What is cloud? video
Cloud is business growth video
Impact of cloud whitepaper
Value of cloud video
Videos Whitepapers
Articles VideosSocial media
BlogsWhite-papers
Videos Whitepapers
Awareness Credibility
Client X: Enabling big data workloads in a cloud-based world
What is cloud? video
Cloud is business growth video
Impact of cloud whitepaper
Value of cloud video
Action
FireHost
Direct networks
Client Z
Boomi
DaaS
Cloud manager
Proposed Future StateContent Audit Results
Not this:
Not this: But this:
3 421
Give hope and show the way
• Easy to explain, understand and put into action immediately
• Not dependent on tools or budget to adopt
• Adaptable to current processes, job roles, skill sets and technology
• Built on industry-leading best practices and cutting edge thought leadership
• Scalable to support the vision of the NextGenmarketing capabilities of delivering best-in-class customer experiences
1 2 23 4
Take it on the road
• Content strategy playbook
• Content strategy templates
• On-demand, recorded training sessions
• Case studies of Dell teams using the content strategy and toolkits, including results
• Curated and updated industry thought leadership on content strategy
• Identify your target audience (GET)
• What are you trying to get the audience to do? (TO)
• What content are you going to provide to get that audience to do what you want them to do? (BY)
• What content do you need to create to achieve your goals? (structured/modular content ideation)
• How do you address the appropriate stages of the customer journey to achieve your goals? (content mapping)
1 2 3 24
Engage, evolve, experiment
- Structured by audience/conversation
- Target audience frameworkintroduced
- Conversation-led & customer-driven
Workshop Activities- Documentation of contentstrategy
- Content & customerexperience mapping acrossthe customer journey
- Product-led/ Dell-centric- No rationale for contentdevelopment or placement incustomer journey
- No integration of productcontent and campaign content
BEFORE AFTER
What have we learned?
• Always put customers first• Divorce form factor and tactics from content strategy and story…
at the start
What is new? What is next?
• We are going to continue to “walk the walk” of digital transformation and innovation
• Use new and exciting ways to tell our customer’s stories… with maybe a bit of magic thrown in
• Thought leadership program targeting c-suite
• Weekly editorial calendar
• Leveraging new creative content and enhancement of existing assets
• Grew Share of Voice from 2% to 24% (2% accounts for 1,576 mentions per month)
• $72 cost per HVE (High Value Engagement) vs. avg cost per HVE via social media is $1,000
• 15 blogs promoted / 7,295 earned views
• CTR 0.82% (vs 0.30% industry standard)
• 1.95% engagement (vs. 0.35% industry standard)
Get to know who your customer really is
It’s not everyone!!
Define & agree on a customer journey framework and vocabulary
It’s your strategy’s spine!
Write your content strategy down
Just like any goal, it will keep you focused and your team aligned
top related