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CONTENT STRATEGY 2016EXECUTIVE ROUNDTABLE FORUM
WELCOME
TODAY’S PRESENTERSJESSICA ROLAND
SCOTT ABEL
DR. ANDREW BREDENKAMP
STEVE ROTTER
TODAY’S AUDIENCE
UNIFY ACCELERATE
GLOBALIZE
UNIFYScale Your Content Strategy without Eroding Your Brand
TOP CONTENT MARKETING CHALLENGES 2014
Producing Enough Content 64%
Engaging Content 52%
Variety of Content 45%
TOP CONTENT MARKETING CHALLENGES 2015
Engaging Content 54%
Producing Content Consistently 50%
Measuring Content 49%
“no alignment across business units”
“no comprehensive content strategy”
WHAT IS YOUR BIGGEST CHALLENGE?
EXAMPLESHow well are you scaling your content strategy?
CUSTOMER
JOURNEY &
PERSONAS
VS.
THE CUSTOMER JOURNEY AND CONTENT
IS ALL CONTENT
“MARKETING”?
CONTENT AND BRAND CONSISTENCY
CONTENT AND BRAND CONSISTENCY
CONTENT AND BRAND CONSISTENCY
CONTENT AND BRAND CONSISTENCY
USING DOCUMENTED BRAND GUIDELINES CONSISTENTLY?
23% YES
47% SOMEWHAT
25% NO
THE PERSONA PARADOX
UNIFYKey take-aways
UNIFY ACCELERATE
GLOBALIZE
ACCELERATEIncrease the impact of your content strategy
QUALITY MATTERS…A LOT
QUALITY MATTERS…A LOT
QUALITY MATTERS…A LOT
700% Increase in Social Media Sharing
QUALITY MATTERS…A LOT
“Measuring content success is difficult.
Trouble influencing stakeholders to pay for
content testing and measure beyond PR
impact. Long term ROI is not front of mind”
“no comprehensive content strategy”
WHAT IS YOUR BIGGEST CHALLENGE?
EXAMPLESIncrease the impact of your content strategy
LIGHTENING UP WITHOUT LOSING CONTROL
ACCELERATEKey take-aways
UNIFY ACCELERATE
GLOBALIZE
GLOBALIZEOptimize your global content strategy
5% of the world speaks English
as their first language
80% of the world’s purchasing
power is outside the US
4xUsers are four times more likely to purchase from
a company that communicates in their own
language” IDC
or or
HOW WELL DO YOU KNOW YOUR LOCALIZATION STRATEGY
GARBAGE IN
#1 COST
#2 TIMEWhat is the delay between your English and global campaigns?
#3 QUALITY
#4 PROCESS
TRANSLATION
vs.
LOCALIZATION
vs.
TRANSCREATION
CENTRAL vs. LOCAL CONTROL
#5 TOOLS
The Role of Robots
UNIFY ACCELERATE
GLOBALIZE
NEXT STEPS
CONTENT
ANALYSIS
FOR YOUR
COMPANY
CONTENT STRATEGY 2016EXECUTIVE ROUNDTABLE FORUM
