Deck from the webcast I presented with the American Marketing Association (AMA) and ThisMoment on March 19, 2015.
What is “connected content?”
We are witnessing a shift in the way marketing organizations are creating customer value through their content. If harnessed properly, a single piece of content, connected to relevant publishing, CRM and analytics tools, can have unprecedented impact across the Enterprise.
From 1-to-many brand campaigns to 1-to-1 communications, the most innovative companies today are successfully extending their content strategies beyond traditional brand and social channels and into the heartbeat of communications with customers across all Enterprise channels.
Takeaways:
Insight into recent research on connected content
How technology enables connected content across the organization
How brands can view content holistically, beyond the single post or tweet and use it beyond brand marketing and across the enterprise
12. Omni-Channel
Content is the unifying element of
how brands manifest across all
touchpoints. Content is the atomic
particle of all brand interactions, on
all channels, platforms, and devices,
online or offline
13. Contextual
Context is the antidote to endless,
noisy media proliferation. Data helps
companies better understand
customer context down to the
individual level, including (but not
limited to) personal, location,
historical, behavioral, cultural, social,
technological, and beyond.
14. Personal
By wielding contextual cues and data,
companies can use connected content
to create more personal and
personalized experiences, not just
through resonant storytelling, but
through offering services or utility
tailored to individual customers’ needs
and circumstances.
15. Participatory
By connecting content across
channels, harnessing contextual cues
for more personalization and ‘right-
time’ relevance, connected content is
inherently more interactive and
participatory. This two-way model
helps drive the very workflow and
optimization of connected content.