Considering that South by Southwest® (SXSW®) is the “premier destination for discovery,” why wouldn’t ComBlu be first in line to participate in this cultivating event? That’s why we have sprung into action and developed three intriguing proposals for this year’s event. From content supply chain methodology to ROI and decision journey considerations, ComBlu (we hope) is focusing on the right topics that will interest today’s content marketers. But, we can’t do it alone. This year the competition for speakers is fierce with more than 3,200 proposals submitted. Here’s where you come in: whether you are heading to Austin or not this March, we need you to vote for the session that would be most of interest.
Act fast – the voting process ends on August 31! Simply visit the highlighted link below and give your thumbs up for the session of your choice (don’t forget to register – it only takes a moment).
Today content is a critical component of enterprise value. It’s a key differentiator for brands that know how to source, create and distribute it effectively. Yet, few organizations apply the rigor of the supply chain discipline to the sourcing, creation, logistics, management, distribution and measurement of its content value. Companies that source raw materials for the manufacturing process apply granular discipline at every point in the supply chain and constantly seek ways to improve logistics and workflow, cut costs, find new competitive advantage, and get to market more effectively. This same approach applies to the content supply chain, which McKinsey estimates has a sunk cost of tens of millions of dollars in CPC, OEMs and technology companies. Panelists will discuss real world issues in putting a content supply chain methodology in place and give practical tips for each of the five basic steps of content supply chain:
For years, the major baking brands all optimized their content to rank high for the most frequently searched term: “Chocolate cake.” But the real opportunity lay in optimizing for a term that was “own-able”…like princess cake. Building the right content measurement system can help brands find their “princess cake.” This is what happens when brands move beyond “activity metrics” and develop “value metrics” that show how to calibrate and optimize their content marketing strategy.
Panelists, Kathy Baughman (ComBlu), George Palatine (Allstate), Ekaterina Walter (Intel) and Rishi Dave (Dell) will share the innovative ways they are approaching content ROI. They will share tips for:
• Developing content KPIs
• Determining which content contributes to sales and which is a drag on performance
• Building a meaningful content dashboard
Customers and prospects want different kinds of information at different points of the decision journey. The right mix of created, curated and social content differs at each point along the way. And, where consumers look for information and conversation differs at each point in the decision process. It all needs to be calibrated for different segments of decision makers and influencers.
Moderator Chris Silva (Altimeter Group) and panelists Ekaterina Walter (Intel), Joe Chernov (Eloqua) and Kathy Baughman (ComBlu), will help the audience understand how to deliver the right content at the right place at the right time. They will:
• Show how to map content along the decision journey
• Demonstrate the authority of different types of content along the decision journey
• Share how to gauge quality content for different points in the decision process
• Show how the content of three brands align along the decision journey
Thanks in advance for your support. Fingers crossed!!!
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