Why the Content Experience Matters

Editor's Notes

• #3: How’d we get here? 5 years ago, we were struggling as marketing to create content! No more Scary stuff! Who better to help us unpack this challenge, than my co-founder, our CEO, the visionary behind our product… the mother of dragons, Yoav Schwartz
• #4: How’d we get here? 5 years ago, we were struggling as marketing to create content! No more Scary stuff! Who better to help us unpack this challenge, than my co-founder, our CEO, the visionary behind our product… the mother of dragons, Yoav Schwartz
• #5: As you know we depict the experience pillar as a rocket in the 4 pillars of CM that’s why the space theme
• #6: As much as space is exciting, it comes with problems…. Think: Apollo 13 We journeyed into the unknown - and things went wrong “Houston, we have a problem”
• #7: It’s not 1970 - it’s 2017 And our problem is down here, on planet earth That problem is too much content
• #8: But the problem is we never stop creating! we create more and more, and mapping journeys becomes and hard and harder And we get sucked into the black hole of creation
• #9: you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
• #10: It’s a double edged sword - we’re creating more in some cases because we know we need to personalize for our different personas and accounts, but the more we create the harder it is for our visitors to find what they’re looking for
• #11: All that content just isn’t getting surfaced to your visitors How’d we get here? It may be easier today, but making content used to be hard…
• #12: Stop investing in writing more content, and start investing in the experience in which your content is leveraged
• #17: Should just be an easier way (I look for this personally and professionally)
• #18: A visit to the bank Apps for everything More informed, better cared for, more loyal, AI content within banking – spending habits
• #19: Through our five market-leading business groups, we turn our ideas into products and solutions that make life better, every day: Health Care is a rapidly evolving field. We are working to reduce complexity and reinvent delivery models Our Safety & Graphics business group focuses on keeping us safe, our world secure and enhancing visual communication and interactivity 3M’s Industrial group is changing how industry works, from purification to aerospace The Electronics & Energy group turns 3M technology into solutions for customers in markets around the world. For example, we reduce the weight of power lines to help more power reach more people Meanwhile, our Consumer group is responsible for many of the 3M products you encounter every day – from Post-it Notes to Scotch Tape. And the diversity and application of our consumer products and technologies continue to grow
• #20: At 3M, we apply science in collaborative ways to improve lives. Every day, we explore, we connect and we invent. Some of our fundamental strengths as we go about this are: Our technology: Using 3M’s 46 technology platforms, our scientists and researchers help solve problems Manufacturing: We recognize the importance of getting it right first time, every time. We are committed to finding ever-more innovative ways for the complex world of manufacturing to run smoothly and aim to help manufacturers use less, while accomplishing more Global capabilities: We are a truly global company. With approx. $32 billion in sales, our 91,000 employees connect with customers all around the world. 3M products are sold in nearly 200 countries Our brand: The 3M brand embraces the science at the heart of everything we do. It allows us to talk about the unique, multi-dimensional ways 3M science can touch your life (and your business)
• #23: Complexity of going to market as many different divisions
• #29: As I mentioned, at 3M we use science to help solve problems
• #30: This is second nature to us, so it makes sense that when we were met by a challenge, we applied that same type of rigorous thinking and came up with a solution We changed our approach so that instead of focusing on divisions and products, we now communicate in terms of markets and customers [Pivot to slide 11]
• #31: Markets and customer instead of divisions and products
• #32: Think back a couple of years ago, or even last year. Is this what your marketing strategy looked like? Marketers were creating content to a mass audience and only using one message.
• #33: We are leveraging owned and curated content within our experiences from many channels and we are able to show the content to the right people at the right time
• #34: Employees, partners, vendors, and sales teams are empowered to create customized and relevant marketing materials on their own Central marketing teams with subject matter expertise scale content without IT looking over your shoulder Leverage a consistent brand, content is always on brand, and the brand is completely managed and deployed by marketing
• #35: Customers know what they want, and we can’t be the barrier to what they need. We need to help them find it easily.
• #36: Uberflip is helping us be the window to our content
• #37: We get the important content to our users quickly, when the market demands it
• #38: We create and leverage content everywhere throughout the marketing funnel and know where it is effective, build strategies to create content where it will be most effective.
• #39: We target content to our industry and market personas to deliver personalized experiences
• #41: Educating customers – Value of a minute – Content distribution –
• #43: Uberflip makes it easy to author content in both required Canadian languages – English and French Publishing time isn’t really affected
• #45: Attract social to an owned property – setup trending streams with relevant content (First Robotics) 30% of traffic converted to additional content consumption – bridge from brand to content Brighter future within reach || Better robot within reach (micro to macro) VHB and First Robotics content aggregated in stream, form signup, bring traffic and read more. Position the brand
• #53: Uberflip is helping us build trust and respond quickly – we want to be first in market and we need our content to get to our users at the right time
• #54: We are leveraging Uberflip to help us market consistently as 1 company, leveraging a consistent brand, to the 12 industries we serve.
• #55: Leverage our content (from brand to product) throughout the marketing funnel – showcase of expertise and drive brand loyalty – visitors can come to us to find the information that matter most Go back to the analogy make wall comments Walls are barriers
• #56: Uberflip Spider Graph of Visitor insights – what item topics are receiving traffic, what topics are newly created items covering, and what topics are visitors interested in.
• #57: Custom API Integrations – Web components, up-to-date content, marketer controlled Uberflip Site Engager – Leverage AI to recommend content with rules based on the visitor location
• #58: We are able to have a window to our content. Even with an organization with the size and scale like 3M, serving many different personas, we are are able to leverage Uberflip – simplifying how marketers market their content, streamlining our processes, and providing us with a technology platform that creates for a content engine. Through the simplicity of Uberflip, they are helping us bring our brand to life 91,000 employees Source: https://www.businesswire.com/news/home/20180306005678/en/Global-Study-3M-Reveals-%E2%80%93-Science-Underappreciated 46 technology platforms Source: http://news.3m.com/image/carousel-us/how-we-innovate-explore-3ms-46-technology-platforms-help-solve-problems-around-wor