This is a recap of the “Maximizing Content ROI in the Age of Global Customer Experience” webinar that originally aired on May 4th, 2016. Watch now.
Global content marketers are feeling the pressure “to show that every single thing we’re doing is moving the business forward” while “also meeting the expectations of an increasingly connected customer,” said Liz Miller, Vice President of Marketing for the CMO Council.
Create an infrastructure that supports content creation & consistency
To improve return on content investments, we must create and deliver consistent and relevant content across channels, products, and regions. This requires a different infrastructure, according to Clint Poole, Lionbridge’s Senior Vice President of Marketing.
Data from a Lionbridge-sponsored eConsultancy study of best in class global marketers shows that a hub and spoke model is crucial to creating high content marketing ROI.
The spokes represent regions or products, depending on how your organization is structured, Poole said.
The research found that 44% of top content marketers created content locally or by brand/product team, which, Poole laughed, could be scary for a lot of CMOs working in a more traditional model.
“The hub and spoke model enables content to be created out there and evaluated through a brand lens to review for consistency,” he said. “It creates economies of scale and also puts decision-making closer to customer.”
Produce consistent messaging & optimized content
Johnson Controls deployed the hub and spoke model to become more proactive and to integrate all aspects of the content function.
“We want to make sure when we’re creating content that it aligns to our enterprise strategy, and that it has a greater purpose,” explained Sam Sova, the company’s Director of Global Social Media and Digital Content.
Using the model, “you can—from one point—put out a message and the owners of channels can see the message and optimize it for their channel based on your goals and audience,” he continued.
The hub and spoke approach streamlines processes, optimizes channels, and enforces consistent messaging.
“Now when we talk about ROI of content, we directly show impact to the business,” Sova said. This impact is clearly illustrated in the results from one project created in the hub and spoke model below:
- 150% over goal for leads
- 50% increase in pipeline
- 1 million qualified social media impressions
- 2 hours of saved time from streamlined processes and better communication
Watch the full webinar to see how you can increase marketing ROI with Sam Sova, Johnson Controls’ Director of Global Social Media and Digital Content, and Clint Poole, Lionbridge’s Senior Vice President of Marketing.
- Learn how to use localized content to boost return on marketing investments.
- Understand how to deploy the hub and spoke model to produce consistent, relevant and localized content faster.
- See how Johnson Controls found success using the hub and spoke model.