© 2015 IO Integration, Inc. All rights reserved.© 2015 IO Integration, Inc. All rights reserved.

Since the very beginning, managing digital media and

production workflow automation have been at the heart

of what we do. Founded in California by former Xinet,

Apple and DALIM executives and partners, IO

Integration has been helping companies innovate,

automate and resonate with customers since 2001.

Fast forward to 2014, and we help top retailers,

agencies, marcom and publishers rapidly deliver digital

media to any platform worldwide. Achieve faster

delivery, increase brand loyalty, deliver localized

campaigns, and reduce resources through digital media

and brand management solutions from IOI.

© 2015 IO Integration, Inc. All rights reserved.© 2015 IO Integration, Inc. All rights reserved.

Jill helps creative teams harness technology to work faster and more efficiently

together so they can spend more time doing what they love: being creative. Jill has

20 years of experience working with start-ups and industry leaders alike including

Adobe, Equifax, and Microsoft in executive roles in integrated technology

marketing, program management, and product management. She has a passion for

customer experience, analytics and an entrepreneurial spirit.

Introductions - Jill Talvensaari, IO Integration

3

Jill Talvensaari

VP of Marketing

IO Integration

jill@iointegration.com

© 2015 IO Integration, Inc. All rights reserved.© 2015 IO Integration, Inc. All rights reserved.

Introductions - Richard Whitehead, Workfront

Throughout his career, Richard has worked with many in-house creative teams to

help them learn to effectively manage their workload and control work chaos. With

over 20 years of experience in the software industry, Richard has worked in a

variety of roles, including Marketing, Product Management, and Engineering.

Richard Whitehead

Sr. GTM Director

Workfront

richardwhitehead@workfront.com

Richard Whitehead

GTM Senior Director of Marketing Solutions, Workfront

Jill Talvensaari

Vice President of Marketing, IO Integration

Creating Killer Content Without Killing Yourself

• Content Marketing: The good, the bad, and. . .

• Strategy, what strategy?• That ol’ heartbreaker, content• Content Hell, Part I, 2, …• The big question• Creating killer content. . .

and sparing Bob’s life• No more, no way• The takeaway

Content Marketing: The good, the bad, and. . .

Everyone these days seems to be doing some kind of content marketing. But are they doing it RIGHT?

– The good news: In 2014, 93% of marketers reported that they are using some form of content marketing

– The bad news: Only 42% felt that their efforts were effective*

(Wow, that’s ugly)

*Content Marketing Institute, 2014

Strategy, what strategy?When it comes to strategy, most content marketers are engaging in some pretty risky behavior:

72%of marketers say they have a

content strategy in place, but only

30%have it formally documented

21%admit that they actually

have no strategy at all*

(Oh dear)

That ol’ heartbreaker, content

• 25% of marketers still generate all of their content in-house

• In-house content is usually developed through collaboration by:

(That’s a lot of players)

*B2B Content Marketing Spotlight Report, 2014

Consistently, the number-one content marketing challenge is having enough time and bandwidth to create the kind of quality

content that gets results.

Too many cooks in the kitchen = Collaboration Hell

Content Hell, Part I: Collaboration

Balls are getting dropped because nobody’s communicating with anyone else

Content Hell, Part 2: Missed Deadlines

Stakeholders just can’t seem to meet deadlines—

even after multiple reminders and extensions

• 33% of workers would rather clean toilets than their email Inbox [Yahoo! Survey]

Content Hell, Part 3: Lost Content and Email

Content Hell, Part 4a: Time VampiresContent Chaos = Process Hell

– Status meetings drag on, sucking up valuable time and killing productivity

NEVER ENOUGH TIME

Content Hell, Part 4b: Firedrill!

Content Hell, Part 4c: Waiting for Yes

Content Hell, Part 5: The Process

Content chaos = Process Hell

– Information is either unavailable, or spread across multiple points on the network =

The big question

How can you easily and efficiently create a volume of killer content, without killing yourself (or Bob, that guy in PR)?

We’re glad you asked. . .

Creating killer content. . .and sparing Bob’s life

Get a hub, bub: A unified dashboard will give a 360◦ view of everything associated with content development:

– Centralizes tasks and timelines so calendars, tasks, and deadlines are automatically synced

– Facilitates information-sharing across teams (and geographies)

– Improves processes for gathering and analyzing data

– Enables users to get reports and status in real-time, eliminating the need for status meetings

Creating killer content. . .and sparing Bob’s life

And with a digital marketing hub on your side, you’ll not only be taller and better-looking, you’ll also become: AGILE

Creating killer content. . .and sparing Bob’s life

And with a digital marketing hub on your side, you’ll not only be taller and better-looking, you’ll also become:

• Data-Rich – You’ll feel like the Warren Buffett of data, because hubs consolidate information from numerous sources

• Metric-Savvy– Marketing ROI

Creating killer content. . .and sparing Bob’s life

Save Bob, Get a Content Marketing Hub

On-time, Faster Projects

Easily Found Content

Personalized, Contextual Messaging

Omnichannel communications

Consistent Brand Assets

Best Customer Experience

Creating killer content. . .and sparing Bob’s life

Choose your tools wisely:

– Choose 3 or 4 key tools, and make sure they integrate smoothly with each other

– Resist the urge to overdo it—too many tools can create a lot of complexity you just don’t need

Content Marketing Toolkit

Creating killer content. . .and sparing Bob’s life

Rollin’, rollin’, rollin’ it out. . .gradually

1. Start by getting your creative team ramped up and using the dashboard

2. Expand it to other teams in the organization

3. Complete the roll out by getting the entire department on board and collaborating more efficiently

More Content Coming Your WayOnce the dashboard is adopted across your organization, you’ll see a dramatic difference in how much content you are able to generate (and how quickly)

– No more ‘oops’

– No more mysteries

– No more lame excuses

– No more document craziness

–No more bottlenecks

Content Marketing Isn’t Rocket Science

Making content marketing less painful isn’t brain surgery, as long as you know that:

1. Collaboration dashboards are your friends

2. Your tools need to play nicely together

3. You can start eliminating silos and bottlenecks within your own team, and extend processes from there