agile content creators : carole lamarque
TRANSCRIPT
How to become Agile Content Publishers?
Carole Lamarque
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 [email protected] T. +32 3 345 03 82
GASTSPREKER: CAROLE LAMARQUE
M +32 478 33 7000
@caroberry
@caroberry Carole Lamarque
WE LIVE IN A NEW WORLD
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BRANDS BECAME CONTENT PUBLISHERS
Brands evolved from classical advertising to digital content publishing
classical advertising content publishing
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WE LIVE IN A NEW WORLD
The number of publications in avg campaigns skyrocketed
1
WE LIVE IN A NEW WORLD
They stay in continuous campaign mode
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WE LIVE IN A NEW WORLD
They need to manage intensive content flows
3
CUSTOMERS ARE VOLATILE
Customer experiences are more and more
fragmented
They have more channels
available then ever before
Customer behaviour
became more unpredictable
231
CHALLENGES FOR BRANDSBuild reach, not just buy reach
1
CHALLENGES FOR BRANDSStruggle for relevancy
2
CHALLENGES FOR BRANDSCapitalize on trends and actuality
3
CHALLENGES FOR BRANDSManage multiple channels efficiently
4
CHALLENGES FOR BRANDSKeep intensive content flows affordable
5
CHALLENGES FOR BRANDSGo beyond engagement
and build conversion
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AGILE CONTENT PUBLISHING
Part of the solution
2
AGILE CONTENT PUBLISHING
Introduce agile framework in content publishing
agile framework content publishing
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AGILE CONTENT PUBLISHING
WORKING AGILE MEANS FOLLOWING AN ITERATIVE AND INCREMENTAL PROCESS:
start with something simple, understand that it needs improvement, and continuously make those improvements based on customer feedback. The agile principle originated in the world of software development.
@caroberry [email protected]
HOW BECOME AGILE CONTENT PUBLISHER?
Needs:
Agile content framework Agile content team
1 2
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• Gather data, customer insights • Start with a content flow, but understand it needs improvement
Most campaigns start with expert opinion Agile content is built around customer feedback
1. RESEARCH
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1. RESEARCH
Agile strategy also works for big coöperations Case mockup testing (ex. Niko Roomsolutions)
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Be fast & 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
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2. RELEASE
2
Stay affordable • hero - hub - hygiëne
principle
Hero
entertain and inspirewith emotional storytelling
promoted through advertising
Hub
regularly updateddestinations full of
valuable and engagingcontent worth returningto subscribe -like -follow
Help
educate by answeringquestions foundthrough search
@caroberry [email protected]
2. RELEASE
Currentimage
Perception
Time
content
content
content
Futureidentity
Content as a bridge to consideration & understanding
2
Stay affordable • hero - hub - hygiëne
principle
@caroberry [email protected]
2. RELEASE
Content distribution strategies that stick Meet different consumers needs with Hero,
Hub & Help
Hero
entertain and inspirewith emotional storytelling
promoted through advertising
Hub
regularly updateddestinations full of
valuable and engagingcontent worth returningto subscribe -like -follow
Help
educate by answeringquestions foundthrough search
2
Stay affordable • hero - hub - hygiëne
principle
@caroberry [email protected]
2. RELEASE
Keep your content flows affordable by creating a healthy mix of high-profile content (Hero) and content to support (Hub, Help)
marketing messages.
2
Stay affordable • hero - hub - hygiëne
principle
@caroberry [email protected]
Hero
entertain and inspirewith emotional storytelling
promoted through advertising
Hub
regularly updateddestinations full of
valuable and engagingcontent worth returningto subscribe -like -follow
Help
educate by answeringquestions foundthrough search
2. RELEASE
3Be efficiënt • create reusable content
formats • use storytelling frameworks
@caroberry [email protected]
HERO
HUB
HELP
Through the smart use of reusable formats and storytelling-frameworks, the agile content team realizes impactful
publications, quickly and efficiently.
3. OPTIMISE
Realtime customer interaction 1. customer feedback 2. conversation management 3. online surveying
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4. CONNECT
Optimised content becomes magnetic now go beyond engagement and implement activation programs that stimulate lead generation (= inbound marketing, funnel)
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AGILE CONTENT TEAM
3
CASE EXAMPLEcontent plan
4
Inspire. Educate. Accelerate.
@caroberry [email protected] T. +32 3 345 03 82
Hier konden we écht groeien en worden wat we wilden zijn
WIJ WERKEN VOOR
entertainment
retaile-commerce
fmcg energie consumer electronics
verzekeringen geneesmiddelen
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