spring / 2017

The magazine of branded content
The Path
to the Future
Feature
Juliet Stott
03/08/17
6 content marketers reveal their plans
Juliet Stott
Mar 8, 2017

Ahead of our 10th annual spring conference, we asked six key speakers participating in our event how they are adapting their content strategy to incorporate the latest tech advancements and which tech tools they are using, or planning to use, in the creation and delivery of content. Here’s what they had to say:



Kirti Srikant

Kirti Srikant

VP, Head of Brand & Advertising, Oppenheimer Funds

Content: How are you adapting your content strategy to incorporate the latest tech advancements?
KS: We have made a process change to the development of content. Gone are the days of “let’s build a whitepaper and they will come and read it!” It’s become essential for us to look at a topic, develop the content and then cut it for multiple forms of consumption. Adapting to this, of course, wasn’t easy and required many distinct groups to come to common ground.

Which tech tools are you using/planning to use in your creation and delivery of content?
My specific world lies in commercial / advertising communications which affords me more freedoms. I have taken a common whitepaper or fund-related infographic and utilized it as a source tool to be delivered through:

1. 360 digital experiences with hot spots exposing content on investment opportunities

2. A biometric study where we leveraged eye-tracking technology, galvanic skin response tools and facial recognition tech to gauge how investors say they feel versus how they truly feel to reveal their “Optimist Index for Long Term Investing”

3. VR experiences to bring investors into a room full of investment opportunities and reveal hotspots of insight on what they should learn about


Tina Prause

Tina Prause

Global Business Development, Strategic Alliances, Microsoft

Content: How are you adapting your content strategy to incorporate the latest tech advancements?
TP: In my role at Microsoft I spend a great deal of time advising brands who create content, specifically on how they can leverage technology to shape their content strategy. Traditionally, brands have approached their content strategy like a train—a long, primarily linear track on which their content travelled to reach their audience. They identified the target destination, built the track to get there and invited their audience on board. They would make modifications to the train based on which passengers chose to board, and they might even make adjustments to the destination. But it was still a content strategy moving in a largely linear direction, straight forward. That approach doesn’t work any longer. Businesses that succeed are the ones that treat their content and brand approach more like a boat floating on a big sea of customers and opportunity. You can still chart a course, i.e. develop and implement a strategic plan you should follow, but you’re able to be infinitely more fluid in direction, approach and target than when you’re stuck on a linear track. Technology powers that adaptability.

Which tech tools are you using/planning to use in your creation and delivery of content?
I think the most compelling technology tool facing content creators in big data. Now, clearly, using data to shape content strategy isn’t a new idea. What’s revolutionary about it now is the speed at which the data can be accessed, analyzed and used. With cloud infrastructure and implementations, massive amounts of data can be collected and analyzed virtually in real time and, with the right structure, used to immediately influence shifts in content strategy that can have a big impact on business. In today’s “I want it now” marketplace, the ability to deliver exactly what the customer wants, when and where they want it, is the competitive advantage brands and content owners need. Big data analysis can help content owners spot trends in consumer behaviour more quickly than ever before, helping them create and deliver content experiences that are relevant, timely and meaningful.


David Beebe

David Beebe

VP Global Creative + Content Marketing, Marriott International

Content: How are you adapting your content strategy to incorporate the latest tech advancements?
DB: There are numerous ways we are adapting our content strategy to incorporate the latest technology. From an immersive story telling perspective, we’re using VR to inspire people to travel. We are also using tech to help us with our aim of publishing at the speed of culture. We’re monitoring social media conversations 24/7, in real time, not just about our hotels and properties, but around pop culture too. This gives our brand the opportunity to engage in relevant, real time conversations with our customers.

Which tech tools are you using/planning to use in your creation and delivery of content?
One of the cool tech tools we use is called Hyp3r. It helps us move towards one-to-one personalized marketing, in the right place, at the right time. Hyp3r allows us to geo-fence all of our 5,700 properties around the world to capture real time conversations from Instagram, Twitter and publicly available data, regardless of if the customers tag our brand or not. This helps us to deliver surprise and delight moments. For example, Hyp3r can capture our customer’s social conversations taking place in our geo-fenced locations, and with that information we can do many things such as offer a room upgrade or send drinks to them at the pool. Additionally, if our customers post something bad [on social], we are also there to respond to them and handle that situation appropriately.


John Von Brachel

John Von Brachel

SVP, Content Marketing Executive, Bank of America

Content: How are you adapting your content strategy to incorporate the latest tech advancements?
JVB: We are recognizing that the best content marketing is seamlessly delivered to the right person, in the right place, at the right time in their preferred format. That means that we have to continue to evolve our strategy beyond content we create for the Bank of America’s owned properties and use publishing and tech partners to help us create more personalized content experiences. We are creating relevant content moments that are delivered based on individual user intent signals. We call it “designed for audiences, delivered to individuals.”

Which tech tools are you using/planning to use in your creation and delivery of content?
We leverage a variety of resources to deliver more personalized, contextually relevant experiences. With that said, we are using Opal, a content marketing platform, to help us with content production workflow and scheduling/calendaring. We use multiple data visualization tools to score success against our goals. And, socially, we also leverage Twitter conversational ads and Twitter Moments to determine the content interests of our influencer audience, which allowed us to deliver more contextually relevant and curated social content in support of our Davos program.


Susan Hilt-Lagos

Susan Hilt-Lagos

Vice President, Content & Employment Marketing, Ameriprise Financial

Content: How are you adapting your content strategy to incorporate the latest tech advancements?
SH-L: We’re working hard to create an integrated content ecosystem. Technology is integral to this equation. By leveraging the latest tools and solutions, Ameriprise is providing a seamless consumer experience across all channels. Function and design, aided by technology, is critical to this experience. We are also focused on creating content that’s unique to each individual consumer’s needs in response to the increasing consumer demand for personalization. Using technology solutions to deliver the right content, to the right user, at the right moment helps us to continue to increase content personalization. We are also tracking user engagement, which further helps to enhance our content and sales strategy.

Which tech tools are you using/planning to use in your creation and delivery of content?
We’re using a number of tools to help us create and deliver content, including CRM, analytics suites to measure digital tool effectiveness and social media management tools, just to name a few.


Matthew Herr

Matthew Herr

Director, Multi-Channel Content, Northwell Health

Content: How are you adapting content strategy to incorporate the latest tech advancements?
MH: Some of the personalization technology we have in the pipeline is guiding our content strategy toward solving the pain points of unique people or sets of people. It will allow us to put more relevant content in front of the right people at the right time, which is really exciting. Especially in the healthcare system, so much of a patient’s needs are based on their life stage. To that end, social listening technology is also helping us identify what these segments and life stages are. From that listening, we can also see the topics around health that are most prevalent, the questions these patients have and the types of sources they trust.

The final piece of technology that is influencing our strategy is our own multi-function marketing platform. It’s our goal to create a data set for both known and unknown identities to better understand what the customer, who comes to Northwell properties, looks like. We use this technology to not only inform our content creation strategy, but also to identify potential partnership opportunities; we even monitor our ad buys, to give us a better sense of where our customers turn to for information, thus making our ad dollars more effective.

Which tech tools are you using/planning to use in your content creation and delivery?
As far as delivery goes, we are looking at a new social media management tool for the organization right now. We have it down to a few of the bigger name players, including Sprinklr and Spredfast. Because our health system and sub-brand accounts are managed by hospitals in different areas, it’s vital for us to have a platform that allows for visibility into all these content streams. We also use the Marketo marketing automation tool as part of our multi-marketing platform, and we plan to utilize this for a new content hub experience that will be built out later this year. Beyond these specific instances, we leverage many other tools including Google Analytics, Brightedge for SEO, Cision for PR and influencer marketing and others.