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#C2C16
Using	Content	Marketing	at	Scale	
Across	the	Enterprise
Ardath	Albee,	CEO,	Marketing	Interactions
Kirsten	Jepson,	Senior	Director,	Market	Strategy,	SYKES
#C2C16
Let’s	Define	Scale
Volume	or	Quantity
@ardath421	|	@kkjepson
#C2C16
Scale	is	Depth	&	Breadth
@ardath421	|	@kkjepson
#C2C16
Digital	Relevance	Figure	10.1
@ardath421	|	@kkjepson
#C2C16
Scale	is	About	Story…
…creating	vision
@ardath421	|	@kkjepson
#C2C16
The	Chaos	of	Scale	as	Volume
4	Personas X 5	Verticals X 12	Touches
=240 content	assets	to	touch	each	
persona	in	each	vertical
1	X	per	month	for	1	year
@ardath421	|	@kkjepson
#C2C16@ardath421	|	@kkjepson
#C2C16
Reduce	
Volume
Increase	
Value
• Identify	
• commonalities
• differences
@ardath421	|	@kkjepson
#C2C16
Persona
Topic
Industry
Use	
Case
Create	Pivot	Plans
• Will	the	same	info	be	useful?
• How	will	it	change	by	industry?
• What’s	a	relevant	illustration?
@ardath421	|	@kkjepson
#C2C16
• 2	Personas
• New	title
• New	intro	&	conclusion
• Same	body	copy
• Different	tags,	keywords
Persona	Pivots
@ardath421	|	@kkjepson
#C2C16
Industry	Pivots
@ardath421	|	@kkjepson
#C2C16
Revisit	the	Math
4	Personas X 1	[w/5	Pivots]X12	Touches
=48 Original	content	assets
[But	you	still	get	240	total]
@ardath421	|	@kkjepson
#C2C16
§ White	Papers,	Webinars,	ebooks,	Industry	Briefs
§ Focus	on	driving	consensus
§ Address	each	persona	in	relation	to	the	topic
§ Repurpose	each	persona’s	section	into	a	blog	post	or	article
§ Pivot	for	industry	
Now	You	Have	Space	to	Add	More	Value
Each	Content	Project	Can	Serve	as	a	Multiplier
@ardath421	|	@kkjepson
#C2C16
Kapost Content	Idea	Guide
@ardath421	|	@kkjepson
#C2C16
Personas	are	Treasure	Troves	for	Ideas
Cost	
Management
Problem
First	Contact	
Resolution
Call	Center	Ops
Retention	as	
a	source	of	
growth
Customer	Experience
Upsell	during	
support	
transactions
Line	of	Business
@ardath421	|	@kkjepson
PRESENTED	BY
#C2C16
Kirsten	Jepson
SYKES
A	Behind-the-Scenes	Look	at	Scale
#C2C16
Industry	Message	Map	– Build	a	“Platform”
Digital	Support Channels
Customer	Experience
Innovation
Financial	Services Healthcare Retail Travel
New	Logo Growth Payer Med	Device Provider All All
• Cost	
management
• Customer	
Experience
• Revenue	Retention
and	Growth
• Customer	
Experience
• Cost	
management
• Revenue Retention	
and	Growth
• Learning	to	
Outsource
• Cost	
optimization
• Change	in	member	
experience
• Customer	
Experience
• Retention
• Competition
• Business	Process	
Improvements
• Chat,	 digital,	self	
service
• Journey	Mapping
• Consolidation
• More	demand
• Learning	to	
outsource
• Cost	
management
• Online	sales
• Changing	consumer	
buying	patterns
• Flexibility
• Rev	Generation
• Efficiency
• Training
• S	Media	Threats
• Recruiting	 agents	
with	specific	
experience
• Training
• Cross	selling	and	
upselling
• Seasonality
• Flexibility
#C2C16
I
D
E
A
S
#C2C16
Opportunities	in	Plain	Site – A	Visit	to	Manila
#C2C16
Multiplying	SME	Information
• 1	Phone	interview
• 3	Articles
• All	industries
• Multiple	campaigns
Celebrate	Their	Contributions
#C2C16
Coordinating	Across	Teams
Content	Marketing	Library
#C2C16
Thank	You!	
Ardath	Albee
CEO,	Marketing	Interactions
www.marketinginterations.com
Kirsten	Jepson
Senior	Director,	Market	Strategy
SYKES	Enterprises
www.sykes.com
#C2C16

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