Jedi, Content Marketing Strategy, 3M

Carlos Abler

I deploy a toolset driving a three-fold iterative vision of content/engagement, platform, and organization. I address all levels of the enterprise; business services, product managers, corporate and division executives and other corporate CoEs, roadmap and onboard stakeholders to multi-year tracks of content and customer lifecycle management excellence as key components of digital transformation.

I have a 30-year career of directing and creating mixed media communications, in a wide variety of disciplines, for a diverse range of clients and purposes; including marketing, entertainment, education, forensic information design, high culture and civil society initiatives.

My initiatives have received international recognition. In 2005 wintercounts.si.edu for the Smithsonian Institution won a Webby in the category of Cultural Institutions, for best digital creation in the category of E-culture from the World Summit on the Information Society, a UN Information and Communication Technologies NGO the jury of which I am now a member. A project for the History Channel about Jamestown Virginia received a Webby honoree. Takemefishing.org, called by some the most comprehensive fishing education website has received a multitude of awards.

SESSION

Content As A Force of Transformation and Alignment In Your Organization
Whether via speech, print, events or the internet, content mediates all customer relationship touchpoints. Content marketing approaches seek to elevate these touchpoints by shifting focus from content-as-communication to content-as-product. Boundaries between marketing/sales/service practice and business model evolution are blurring as value-added opportunities proliferate. Consequently, content is not just a vertical pillar of digital transformation, it is horizontal across functional silos, mandating new models of collaboration. To drive transformation, a multitude of specializations and initiatives must be aligned and activated in multi-layered roadmaps that integrate organization and human resources, technical capabilities, longer-cycle audience development publishing initiatives, and shorter-cycle ‘campaign’ type initiatives. An immense integration challenge. This session will show how content driven roadmaps and collaboration models can bring order to digital transformation chaos.

After this session, you will be able to:

  • List 20 approaches for using content to drive change and alignment in your organization.
  • Build and leverage multi-layered transformational roadmaps to drive coherency across digital initiatives
  • Apply cross-functional collaboration methodologies and integrate them into existing routine business cycle activities
  • Employ best practices for where, who and how to integrate collaboration methods into the natural course of business processes
  • Align a holistic view of content ROI to roadmap phases and dependencies

Schedule

8:00 - 9:00
Registration & Continental Breakfast
9:00 - 9:15
Joe Cox / Megan Zander - Conference Kickoff
11:45 - 12:45
Lunch / Game Show
3:15 - 3:30
Afternoon Break
3:30 - 4:30
Open Q&A / Panel Discussion - All Speakers
4:30 - 5:00
Closing / Raffle