Archive for content strategy

Speaker Spotlight: Mobile forces simplicity and succinctness

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Pawan Deshpande, Founder & CEO, Curata. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Pawan Deshpande | Gilbane conferencePawan Deshpande

Founder & CEO, Curata

Follow Pawan @TweetsFromPawan

 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Mobile forces simplicity and succinctness, for two reasons, limited screen real estate and limited attention spans, because content is often consumed in a casual setting with other interruptions. It’s forcing us to boil our content, and messages down to the minimum and shed all the excess.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

There is so much discussion about technology for marketing these days because marketing in many ways is the last one to resist technology. Other disciplines have already learned and rely heavily on technology. For example, sales has salesforce, customer support has well-adopted ticketing systems, engineering has source control and bug tracking systems. All of these provide in-depth accountability, management transparency and organization. Marketing is still, however, struggling to adopt CMSs and marketing automation largely because of diverse needs, and the resulting vendor fragmentation. If anything, marketing can learn about technology adoption from other disciplines.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Content marketing and content strategy are different but often overlap. My diagram below is my perspective on where the responsibilities differ and are shared.

Content strategy and content marketing

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

Working in B2B setting, it does not have an immediate impact on us. Just like we are setting website personalization have the first impact on B2C, I expect it to trickle down to B2B companies from a content standpoint years from now.

Catch up with Pawan at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C12: Content Marketing Panel
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Pawan and all of our speakers.

See our complete conference program for more details.

Managing and Monetizing Paid, Owned, and Earned Content

How does your organization manage and value paid, owned, and earned content? Is there a strategy for each of the three types? A budget?

If you are struggling with measuring the value of marketing related content you are certainly not alone – there is just no easy way to do it. In this session, Gerry Moran from SAP talks about the need for brands to manage and scale the three types of content together to engage customers throughout the sales cycle. Randy Woods from nonlinear creations describes a technique in use for modeling content and mapping it to online behaviors to get a better handle on content marketing costs and return.

Join us Wednesday, December, 3: 11:40 a.m. – 12:40 p.m. at the Gilbane Conference to learn more.

C9. Managing and Monetizing Paid, Owned, and Earned Content

Moderator:
Dom Nicastro, Staff Reporter, CMSWire.com

Speakers:
Gerry Moran, Head of Social Media, North America, SAP
Scaling and Monetizing Paid, Owned, and Earned Media in Your Organization
Randy Woods, President, nonlinear creations
Of Metrics and Models: Measuring the ROI of Content Marketing

See the complete conference schedule.

Speaker Spotlight: Jeff Cutler – Don’t try content marketing without content strategy

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference and will be sharing their complete answers with you here. This week we’re spotlighting Jeff Cutler, Content Specialist, JeffCutler.com. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Jeff Cutler - Gilbane ConferenceSpeaker Spotlight: Jeff Cutler

Content Specialist

JeffCutler.com

Follow Jeff: @jeffcutler

 

 

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Simply put, if you don’t have a content strategy you should not undertake any content marketing. It’s the strategy component that directs smart decisions about to whom; where; and via what technologies your messaging and content will be shared. If you’re trying to connect with people and don’t have a strategy, it’s like trying to sell your services to an empty room. Figure out your audience. Figure out what tools they use to research the products/services they purchase. Determine if you have the capability and capacity to use these tools effectively. If everything clicks, move forward and start having a conversation and sharing content. Content strategy should be organized in brand and mission meetings – or at least discussed. From there it can be fine-tuned and then revisited before embarking on the content marketing campaign. Once approved, use the content strategy to develop a plan – including content calendar, resources, communication vehicles, sites, technology and more – that will help achieve the goals of that strategy.

Catch up with Jeff at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C12: Content Marketing Panel
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Jeff and all of our speakers.

See our complete conference program for more details.

Speaker Spotlight: Rahel Anne Bailie – Content marketing and content strategy not the same

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference and will be sharing their complete answers with you here. This week we’re spotlighting Rahel Anne Bailie, Founder and Senior Content Strategy Consultant of Intentional Design Inc. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Rahel Bailie image - Gilbane 2014Speaker Spotlight: Rahel Anne Bailie

Founder and Senior Content Strategy Consultant

Intentional Design Inc.

Follow Rahel: @rahelab

 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

The emphasis on having a proper strategy for content delivery is going to increase as we have more complex delivery needs – and I believe that smartphones are just the tip of the iceberg. Wearables will be the next challenge, and who knows what will come after that. So some of what we need to do is think “content first” and combine that with responsive design and adaptive content. That means changes to technology and infrastructure, changes to processes, and improvements to skill sets of both technologists and writers.

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

The idea that the internet of things is going to be a walk-in-the-park is a little optimistic. There are lots of business drivers and user behaviors that need to be figured out before there will be adoption at any scale. If any information or collaboration infrastructure is affected, it needs to be between market analysts and technologists, who are usually at opposite ends of a project.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists?

Any department along the content delivery supply chain needs to develop basic literacy when it comes to marketing technologies. Each organization has its idiosyncrasies, but that doesn’t mean a particular department gets to take a pass. A chain is only as strong as its weakest link, and we’ve seen time and time again how weak links can sink an entire initiative, by being blockers.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

This is a particular irritation of mine. Content marketing and content strategy are two distinct disciplines. There are overlaps, sure, but the very names indicate the distinction. Content marketing is about just that, marketing, with a focus on acquiring and engaging target audiences, which in turns drives an increase in the bottom line. Content strategy keeps marketing in mind – after all, you don’t want to do anything to harm profitability – but the focus is on planning for the management of content throughout the entire content lifecycle, no matter what the input or output. Content strategy is the umbrella to any content marketing strategy because it does not confine itself to a single content silo or type; content strategy instead provides the glue that connects all sub-strategies together, including content marketing.

Catch up with Rahel at the Gilbane Conference:

Track T: Re-imagining the Future: Technology and the Postdigital Experience

T5: Multichannel Content Management – How do you do it?
Wednesday, December 3: 9:40 a.m. – 10:40 p.m.

Register now to hear more from Rahel and all of our speakers.

See our complete conference program for more details.

Additional Gilbane Conference workshops posted

Gilbane conference lightbulb logo

We’ll be posting the complete program for this years’ Gilbane Conference over the next 2-3 weeks on the main conference website. The afternoon workshops are below.

Workshop D. Adaptive Content Modeling for Omnichannel UX

Speaker: Noz Urbina, Consultant and Founder, Urbina Consulting

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

Your users need you to come to this session, even if they don’t know it. Multi-channel, or “COPE (create once, publish everywhere)”, content is a bit of a holy grail. Our trade is discussing content being freed from the browser, available for reuse, and accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners – even in wearable technologies. All this should improve the experience of users, and benefit the organizations that serve them. Adaptive content is content that is nimble enough to realize all these ambitions. But making our content adaptive means addressing a topic that sends many running for the fire exit or nearest window: semantic modeling of structured content. This session will connect the dots between adaptive content, responsive design, multi-channel delivery and user experiences to show you why you want and even need to have semantic content structures. It will then go through a non-terrifying introduction to getting started with modeling your own content in a future-proof way. Learning objectives:

  1. The knowledge that their content is already more structured than they realize.
  2. A solid sense of what semantic, structured content actually is and its relationship to adaptive content, multichannel, and UX.

This workshop is designed for either intermediate or expert attendees. Bring your laptop and go home with samples and templates.

Workshop E. CMS Implementations: The View from the Implementor’s Side

Speaker: Deane Barker, Director of Business Development, Blend Interactive

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

Ever wanted to know how CMS integration shops approach projects, and how you can better work with them or use their techniques in your own organization? In this workshop, Deane Barker will explain the ins and outs of CMS project work from the perspective of a veteran integrator, with the goal of helping you understand how best to find an integrator, work with your chosen integrator, or manage your project and team. Learn about how integrators:

  • Evaluate RFPs
  • Develop proposals
  • Scope projects
  • Schedule work
  • Manage client expectations
  • Plan implementations
  • Select software
  • Execute and manage development
  • Support existing implementations

Workshop F. What’s it Worth? Assessing the ROI of your Content

Speaker: Lindy Roux, VP, Content Marketing and Strategy, Rauxa

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

No matter how well researched and deliberate your content strategy is, the proof lies in the pudding and the most successful content professionals continually evaluate the effectiveness of their content and adapt their strategies to improve the return. Too often, content is evaluated or audited only when a major digital shift is in play (a move to a new CMS, a new marketing automation tool, a new campaign launch.) In order to be truly successful, that evaluation should be ongoing, providing the opportunity to learn from past content marketing successes and failures. Lindy Roux will demonstrate an approach to content evaluation across multiple channels, based on qualitative and quantitative assessments, which has been used to help organizations understand the true ROI of a piece of content. The session will end with a practical exercise in content evaluation where participants will try their hand at developing assessment criteria and then applying these to real content. Participants in the session will learn:

  • How to establish content goals that are measurable and realistic
  • A way to evaluate content against these goals
  • How to establish a regular review workflow and process
  • An approach to optimization across all channels
  • The appropriate team structure for ongoing content performance

Speaker Spotlight: Karl Wirth – Real time and relevant content

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Karl Wirth, CEO and Co-Founder of Evergage. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Karl Wirth | Gilbane Conference
Speaker Spotlight: Karl Wirth

Co-Founder and CEO

Evergage

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

I believe the best overall strategy is delivering relevant content to audiences. Thanks to Big Data and technology, organizations now have the ability to serve their users and visitors dynamic, personalized content, based off of their behaviors and actions. Increasing relevancy and interacting with people in real time will capture attention, drive engagement, and ultimately increase conversions.

Real-time behavior-based personalization:

  • Is always relevant
  • Drives customer engagement
  • Compels action
  • Increases conversion rates

The biggest challenges that we have observed are:

  • Lack of resources – a customer success manager or marketer may not have the time to utilize a new technology
  • Budget constraints – organizations may not have budgeted for a new marketing tool
  • Content control – content may be managed by different departments creating inconsistencies and ownership confusion

The truth is that the days of static and irrelevant content are over. In our customer-driven world, organizations should invest to get to know their customers and tailor content to their actions.

Catch Up with Karl at Gilbane

Product Labs


Wednesday, December 4:  3:30 p.m. – 4:15 p.m.

Find out more about this session and our other conference sessions here.

Be sure to follow Karl @Evergage

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Speaker Spotlight: Pawan Deshpande – You need a marketing technologist and a marketing strategist

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Pawan Deshpande, Founder and CEO of Curata. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Pawan Deshpande | Gilbane Conference speaker

Speaker Spotlight: Pawan Deshpande

Founder and CEO

Curata

 

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

There is no doubt that marketing technology is here to stay.  Some analyst firms have even predicted that marketing’s technology budget will one day outpace that of the IT department. (i.e., Forrester)  In order to manage the increased adoption and leverage of technology across the marketing organization, as well as integration with other functions, CMOs will need to put in place a marketing technologist role.  Two questions may come to mind when reading this recommendation:

      1. Isn’t that the role of marketing operations?; and
      2. Isn’t that the role of the IT department?

The marketing operations (MO) role first developed approximately 8-10 years ago, as covered by IDC’s CMO Advisory Service, (i.e., Rise of the Marketing Operations Function). The MO role was developed in response to the need for a process-oriented marketer who would be able to apply greater rigor to marketing’s investment management, demand generation process, performance measurement process, and overall technology. Although this role proved highly valuable in the short-term for change management, the rapid growth of marketing technology and the need for greater marketing accountability proved too much to bear for one function. More importantly, each marketing area needed to have its own level of expertise and rigor in process and technology.

Some marketing organizations attempted to increase their dependence on the IT department. However, this strategy proved detrimental since marketing technology was rarely a priority for IT teams, and IT lacks the in depth understanding of the marketing process. Better organizations tapped into the power of SaaS solutions to bypass IT, however, this still left a very disjointed marketing technology strategy. Enter the marketing technologist.

Marketing technology touches every part of marketing’s “supply chain”; from awareness building (e.g., social media, content marketing) to demand generation (e.g., lead processing, lead nurturing) to sales enablement (e.g., content management and delivery to sales and partners). Having a marketing technologist in larger organizations provides the opportunity to develop and deploy a more connected marketing strategy across the organization. This individual/team will be responsible for managing the technology associated with the different elements of marketing, as well as collaborating with the following teams: marketing-dedicated folks within IT, sales operations, and finance. (i.e., at global, regional and business unit levels). Specific examples where this role could add value include:

  • Developing a marketing technology roadmap across all functional areas (current, 1 year and 3 year plan);
  • Continuing to refine the demand management process (e.g., integration of marketing automation with sales’ pipeline process/technology); and
  • Taking on the new challenge of supporting content marketing from a technology perspective. (e.g., content creation, content curation, content lifecycle management).

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

If you ask any large company CMO about their content inventory, they will quickly tell you that they have too much content. A conversation with the same company’s digital marketing team (i.e., the team that delivers content to blogs, microsites, newsletters, web sites and social media channels) will reveal that they don’t have enough content. Herein lies the greatest challenge for delivering digital content: Putting the process and technology in place for disparate parts of an organization to collaborate on developing relevant and high quality for their audience; and getting this content to them in the right time, place, and format to drive greater engagement. Addressing this challenge will require the development of two new roles in marketing: a senior level marketing strategist to develop and deploy a content management process (e.g., VP Content Strategy) and a marketing technologist.

Catch Up with Pawan at Gilbane

Track C: Content, Marketing, and the Customer Experience


Wednesday, December 4:  2:00 p.m. – 3:20 p.m.

Find out more about this session and our other conference sessions here.

Be sure to follow Pawan @TweetsFromPawan

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Gilbane Complimentary Technology Showcase Pass

Gilbane technology showcase ticket

 

Can’t make all three days of the Gilbane Conference?  We’ve got plenty going on in the technology showcase too. Take advantage of our complimentary showcase pass today.

 

Your Showcase Pass Includes Access to:
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  • Six Keynote Presentations
  • All Product Labs
  • Technology Showcase Area
  • Sponsor Networking Reception

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Register for your free pass now

Opening Keynotes – December 3: 8:30 a.m. – 10:00 a.m.

Moderator:
, CEO, Bluebill Advisors Inc and Founder & Chair, Gilbane Conferences

Speakers:
, Head of Social Media, North America, SAP
How to Make Yourself a Content Stop on the New Buyer Journey
, Senior Director, eCommerce Platform System Management, Marriott International
Rethinking Content Delivery: Moving beyond a Traditional Web Content Management Approach
, Founder & CTO, ion interactive, inc. and Author, Chief Marketing Technologist Blog
What is a Marketing Technologist?

Opening Keynotes – December 3: 11:00 a.m. – 12:00 p.m.

Moderator:
, CEO, Bluebill Advisors Inc and Founder & Chair, Gilbane Conferences

Speakers:
, Research Director, Marketing Leaders Research Team, Gartner
Move Over Big Data – Here Comes Big Content
, Vice President and Research Director, Forrester Research
The Context Conundrum?
, Founder, Real Story Group
ShakesPoint: What the Bard Could Teach Us About SharePoint – And The Digital World

Product Labs

The Product Labs are open to conference attendees and visitors to the technology showcase free of charge, and are moderated and presented by conference sponsors. While the presentations are meant to be educational, they are typically focused on product technologies or customer case studies. They provide a good opportunity to learn more about specific products or vendors. See the schedule here.

Exhibitors

The Technology Showcase provides attendees with a central meeting place and the ability to speak one-on-one with industry-leading exhibitors while learning more about their products and services. See the exhibitors here.

Showcase Hours:

Tuesday, December 3          10:00 a.m. – 6:00 p.m.
Networking Reception         5:00 p.m. – 6:00 p.m.
Wednesday, December 4    10:00 a.m. – 2:00 p.m.

You can also still register for the full conference:

Register today and save $100. Plus, get a free Google Nexus 7 with your ConferencePlus pass

 

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