Verizon PowerPoint

Managing Cross ChannelContent Marketing akadon't Orphan Your Content In Someone Elses Walled Garden

HelloIm Cory

Andrew M. Davis@TPLDrew

vs.

10

SUNEARTH

www.brandscapingbook.com/

12

www.brandscapingbook.com/

16We live in a consumer centric world

Its not about what you sell, its about the value you create

Your product is the experience you enable.

Your product is a customer experience you enable.

Content is how you build a consumer centric experience

IN A DIGITALLY TRANSFORMED WORLDContent is the best means to deliver value to people.

INSPIRE

ENTERTAIN

EDUCATE

EDUCATE

What Do These Videos Have In Common?

Theyre Orphans

marketingmrkdiNG/nounthe action or business of promoting and selling products or services.

CONTENTSTRATEGY

BUSINESSOBJECTIVESCUSTOMERGOALS

Challenge: Operations

Content Strategy from ideation to publication33

Solution: Content & Data Asset Management

Start project:Develop Content Strategy Brief

Alison MarketerContent ManagerContent Marketing Team

Create Digital Assets & Content

Karina CreativeCreative ManagerCreative Team

Marketing Review

Josh AnalystContent Analyst/PMContent Marketing Team

Legal Approve

Larry LawyerReviewer/ApproverLegal & Brand Team

Move to Production

Alison MarketerContent ManagerContent Marketing Team

Content Creation & Publication Process

RENDITIONSVERSIONINGSTORAGEMETADATATAGGINGWORKFLOW

Challenge: Creation

Delivering Quality Content the meets consumers needs and drives the business objectives

38

Solution: Blended Content Development

UGCUser Generated ContentSocial Media Ratings & Reviews

OwnedBranded Content, Organic Search, Email, Paid Search, Social Media

Licensed3rd Party Content, Display, EmailSocial Media, Paid Search

#

Challenge: Fragmentation

Delivering the right content, at the right place, at the right time

41

Solution: Targeted Distribution Platform

Delivering the right content, at the right place, at the right time42

DMP SolutionWeb Analytics

Real-time DataSegments

Content Management System & Data Asset Manager (CMS/DAM)

Personalization Engine

Profiles & Audiences

Digital Asset Delivery System

1st Party DataPPC

#

Putting it all together

Really Large CompanyMarket: E-Commerce Market PlaceLocation: United StatesTechnology: CMS, DAM, DMP, & Personalization EnginePartnerships: Sponsor of Star Wars The Force AwakensGoal: Increase IoT revenue, including Smart watches

Ted Evelyn MosbyJob: ArchitectLocation: Cleveland, OHCarrier: Cricket Wireless Device: Samsung Galaxy S5Profile: Millennial, TechieGoal: Read Article about Star Wars Comic Con Event

What are the Best SmartWatches of 2015?

Thank you

@coryhaldemanlinkedin.com/in/chaldeman