Page 10 - index
P. 10
RESEARCH, ANALYSIS & TRENDS
What’s the secret sauce of great
content? Adobe’s answer is culture!
According to Elliot Sedegah’s post on Adobe’s Digital tion, actionable steps, and how to measure success.
Marketing blog, 43% of consumers ignore companies The strategy should include audience personas, tactics
that deliver irrelevant content, which is scary considering to develop the brand story, and content placement
the prediction that more than a third of companies will plans. Create a master document that justifies the
cease to exist when failing to meet changing customer budget to help meet target audience needs and add
needs in the next decade. organizational value.
To no surprise, companies try to adapt to the new re- 3. Place customer preference front and center: Cus-
quirements of creating highly engaging and relevant con- tomers want businesses to deliver relevant, meaningful
tent. In fact, Elliot Sedegah predicts that by 2017 more content whenever and however they want it. In re-
than half of all companies will have an appointed execu- sponse, companies can start gathering all customer
tive — like a chief content officer or VP of content — data under one umbrella, across devices and channels,
whose work is dedicated solely to the brand’s content to create a single view of customers. Then, monitor
marketing strategy, since creating a great “culture of their behaviors and offer personalized messages to
content’ will become the determinant for success. customer segments.
To support companies in their endeavor, Adobe’s expert 4. Track customers closely: Companies can test and
came up with a handful of useful tips, suggesting: troubleshoot to deliver highly relevant content exactly
when the customer needs it. They can streamline cus-
1. Make customer experience a core part of company tomer experiences by enabling teams to create, test,
culture: Infect the entire company with a “customer- publish, and analyze content without having to rely on
obsessed” attitude. Collect and analyze data to obtain other business units.
leadership buy-in and make it a strategic imperative.
Company transformation takes time, so it’s normal to 5. Encourage cross-functional collaboration: For
expect at least a five-year commitment to the process. maximum customer experience, the entire company
To make the journey more sustainable, plan and think of must efficiently exchange information and share in-
the overall long-term strategy and celebrate the smallest sights to create a complete strategy. Knock down or-
wins. ganizational silos by providing a real-time environment
for coordinating project schedules and details. Give
2. Sharpen content strategies: Define a content mar- teams access to a shared dashboard with metrics and
keting strategy to better understand the content’s direc- goals and ensure everyone knows which part of the
journey they are accountable for.
10 February 2017 - Video Marketing & Advertising
What’s the secret sauce of great
content? Adobe’s answer is culture!
According to Elliot Sedegah’s post on Adobe’s Digital tion, actionable steps, and how to measure success.
Marketing blog, 43% of consumers ignore companies The strategy should include audience personas, tactics
that deliver irrelevant content, which is scary considering to develop the brand story, and content placement
the prediction that more than a third of companies will plans. Create a master document that justifies the
cease to exist when failing to meet changing customer budget to help meet target audience needs and add
needs in the next decade. organizational value.
To no surprise, companies try to adapt to the new re- 3. Place customer preference front and center: Cus-
quirements of creating highly engaging and relevant con- tomers want businesses to deliver relevant, meaningful
tent. In fact, Elliot Sedegah predicts that by 2017 more content whenever and however they want it. In re-
than half of all companies will have an appointed execu- sponse, companies can start gathering all customer
tive — like a chief content officer or VP of content — data under one umbrella, across devices and channels,
whose work is dedicated solely to the brand’s content to create a single view of customers. Then, monitor
marketing strategy, since creating a great “culture of their behaviors and offer personalized messages to
content’ will become the determinant for success. customer segments.
To support companies in their endeavor, Adobe’s expert 4. Track customers closely: Companies can test and
came up with a handful of useful tips, suggesting: troubleshoot to deliver highly relevant content exactly
when the customer needs it. They can streamline cus-
1. Make customer experience a core part of company tomer experiences by enabling teams to create, test,
culture: Infect the entire company with a “customer- publish, and analyze content without having to rely on
obsessed” attitude. Collect and analyze data to obtain other business units.
leadership buy-in and make it a strategic imperative.
Company transformation takes time, so it’s normal to 5. Encourage cross-functional collaboration: For
expect at least a five-year commitment to the process. maximum customer experience, the entire company
To make the journey more sustainable, plan and think of must efficiently exchange information and share in-
the overall long-term strategy and celebrate the smallest sights to create a complete strategy. Knock down or-
wins. ganizational silos by providing a real-time environment
for coordinating project schedules and details. Give
2. Sharpen content strategies: Define a content mar- teams access to a shared dashboard with metrics and
keting strategy to better understand the content’s direc- goals and ensure everyone knows which part of the
journey they are accountable for.
10 February 2017 - Video Marketing & Advertising
