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CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain

Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact.

But how can enterprise brands scale personalization efforts in a way that is efficient and effective?

Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable.

Applying personalization to an entire content marketing operation, especially at the enterprise level, might feel overwhelming. But applying it individually to different aspects of the process, piece by piece? This feels more feasible.

Peter will be joining other high-scoring content marketing experts at 2018’s Content Marketing World in Cleveland, OH this September. In anticipation of this awesome event, we sat down with Peter for the first interview in our series leading up to the event and asked him more about his role at Adobe, the importance of content personalization and the impact of technology on personalization.  

What does your role as Group Product Manager at Adobe entail? What are your main areas of focus and key priorities?

At Adobe, I focus on content marketing, digital asset management, and personalization at scale.

Throughout my career, I’ve developed a passion for customers, their use cases and building scalable software for them.

Specifically, my interests include next-generation technologies, evolving organizational structures, and industry best practices.

You’re a big believer in the importance of personalization. Where do you see the biggest opportunities for content marketers to improve in this regard?

First and foremost, personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery.

Establishing and aligning these functions with each other is the first block in a strong foundation.

What we are doing here is leveraging the centuries-old concept of “divide and conquer,” where we break personalization down into manageable stages.

Once everything is in place, the biggest opportunity lies in providing relevant data that is actionable at each of the content supply chain functions.

While we all talk a lot about data-informed and data-driven content marketing, I still see addressing this data gap as the biggest opportunity by far.

Which prevalent pitfalls are preventing content from connecting with its audience, from your view?

We have the people, the data, and the tools to create engaging content at scale, yet we often jumpstart the process of creating content without the required thoughtfulness on the initial critical steps.

It is essential to be clear which audiences we are targeting and subsequently to define clear goals for the message we are creating.

To this day, most brands need to improve at this stage, otherwise the best content marketer in the world cannot create an effective piece of engaging content.

Developing scalable ways to create and personalize content has been a key area of emphasis in your career. How can marketers think differently about scaling for efficiency and impact?

Similar to what I said earlier of “divide and conquer,” break the problem into manageable pieces and thus build a content supply chain.

Then, optimize each piece of the supply chain as opposed to trying to improve the whole thing all at once.

Where do you see the biggest influences of technologies like machine learning and automation in the world of content?

Currently, many mundane tasks, such as gathering and analyzing data or making sure content is optimized for each channel, take up a lot of time and effort in content marketing, preventing us from doing what matters most.

Things that take weeks and months will gradually be performed in the background.

By eliminating these mundane tasks, the human capacity for creativity and intuition will be magnified and reach new levels that were unimaginable before.

Which aspects of marketing SaaS products and services could and should be instilled for pros in other verticals?

Marketing software has received the kind of attention and focus that very few verticals have ever received, and as a result, we now benefit from a variety of software options that is unparalleled. This has led to a lot of AI being developed for marketing first that will be deployed in other verticals later.

A result of this fierce competition is that marketing software tends to be the more flexible and user friendly than others, adapting to a multitude of use cases, which has set new standards across all verticals.

Lastly, even though software in general does not integrate well with each other, given its variety and busy ecosystem, marketing software has trail-blazed integration best practices, which other verticals will benefit from.

Looking back, is there a particular moment or juncture in your career that you view as transformative? What takeaways could other marketers learn and apply?

Joining Adobe was truly transformative, because it allowed me to engage with customers across the entire breadth and depth of digital marketing, as well as with colleagues across different products and solutions who are truly world-class at what they do.

My recommended takeaway is to look beyond your current scope of work — which is not necessarily easy — and to figure out ways to connect with people who can help you understand adjacent functions and disciplines.

Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before.

Which speaker presentations are you looking forward to most at Content Marketing World 2018?

I’m looking forward to quite a few sessions, but here are 5 sessions I am particularly excited about:

  • Joe Pulizzi’s keynote on Tuesday. I am sure I am not the only one interested to hear his take on the industry and where it is headed.
  • Then Gartner’s Heather Pemberton Levy and her workshop on their branded content platform, Smarter With Gartner, which I am a big fan of.
  • Michael Brenner’s workshop on how to create a documented content marketing strategy, which I know a lot of brands struggle with.
  • And then two sessions that talk about leveraging data during content creation: Morgan Molnar and Brad Sanzenbacher on Wednesday, and Katie Pennell on Thursday.

Ready Player One

Big thanks to Peter for his enlightening insights. His final takeaway — “Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before” — is at the heart of Content Marketing World, which will bring together a diverse set of voices and perspectives to broaden your view of this exciting yet challenging frontier.

Tap into some of the unique expertise offered by CMWorld speakers by checking out the Ultimate Guide to Conquering Content Marketing below:

 


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The post CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain appeared first on Online Marketing Blog – TopRank®.

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Check Also

The Community Imperative: Engaging in Conversations Rather Than Disseminating Information

Building Online Communities in B2B

Building Online Communities in B2B

What does effective marketing engagement look like?

In the common model we see today, it’s something like this: Brands push out relevant messaging, hoping to compel a response or interaction that leads to a conversation (and maybe ultimately a conversion). This can be anything from a comment on a social media post to a chat window initiation.

Nothing wrong with that. These back-and-forths between brands and individuals are important ingredients toward building trust and loyalty. The problem is that, as a sole method for driving engagement, the cast-and-wait approach is too dependent on explicit triggers to spark these interactions.  

Devising and creating content that drives targeted engagement is hard work. It’s worthwhile, but hard, and sometimes even well conceived plans miss the mark. What if you were able to develop a self-driven engagement engine, which fostered strategic conversations built awareness among your most valuable customers and prospects?

Enter: Communities.

Why Communities Matter to Digital Marketers

In his seminal book, Tribes: We Need You to Lead Us, Seth Godin writes about turning scattered groups of followers into a unified “tribe,” which he defines as “a group of people connected to one another, connected to a leader, and connected to an idea.”

Human beings have long gravitated toward these communal experiences, elevating the collective power of their interests, beliefs, or passions. According to Godin, a group needs two things to become a tribe:

  1. A shared idea
  2. A way to communicate

The internet has taken care of No. 2, making it easy for strangers around the globe to come together via message boards, social media, subreddits, etc. So really it’s about identifying that mutual idea, or focal point, and taking the lead in rallying people around it.

Coordinating Communities for B2B Marketing

It’s not uncommon for tribes to form around a B2C product or service. For example, my fiancée follows several social media groups dedicated to Oreo cookies. People in these communities share updates about new flavors, and where they can be found. Other examples of strong brand communities include Sephora, LEGO, and Starbucks.

In the B2B space, this is more challenging. People aren’t generally drawn to, say, cybersecurity software in the same way they are to their favorite coffee or cosmetics brand. But that’s not to say there isn’t a deep level of passion for cybersecurity — it’s a prevalent issue throughout our society, and one that many professionals spend their entire days thinking about. The key lies in hitting the right resonant note and facilitating connections.

In the case of cybersecurity specialists, we have to ask: What questions burn in their minds? Which elements of the subject excite or agitate them? Where do discussions among hardcore followers tend to center? This type of empathetic mindset should be at the core of our DNA as modern marketers.

Building B2B communities doesn’t always mean trying to create a “brand community” where your company and its offerings are the primary focus; this can be tough to accomplish, and even when you do, you’re unlikely to pull in many members outside of your existing customer base. The more effective approach, from my view, is building communities around interests and commonalities that align directly with what you do.

Pinpointing the ideal focal point for your community requires an acute understanding of the people you serve, derived through copious research. We can apply many of the same tactics for identifying best answer opportunities to arrive at data-driven conclusions about the most avid areas of curiosity for our audiences. If your customers are repeatedly asking the same questions to Google, they probably want to discuss them amongst one another as well.

Where Can You Build Online Communities?

Let’s say you’re interested in starting a community around a certain topic relevant to your brand. Where might go about doing so? Here are some popular options:

  • Facebook Groups: It’s the world’s most popular social media platform and a prevalent hub for connecting around common interests. We wrote recently about the value of Facebook groups for B2B brands. And Facebook’s recently announced redesign will put groups at the center of the experience.
  • LinkedIn Groups: Often a better contextual fit than Facebook for B2B social media groups, as LinkedIn is (of course) structured around professional topics. Last year LinkedIn made its Groups feature more accessible by integrating it into the mobile app.
  • Forum/Message Board: The online message board traces its origins back nearly to the dawn of the internet, when it was called a bulletin board system (BBS). Today, these platforms for organized digital discourse remain prevalent and — when well populated — highly active and engaging. This post from HubSpot offers some step-by-step guidance for launching your community in such a fashion.
  • Microsite: A special section of your website dedicated entirely to allowing your customers and audience members to interact with one another. It might be a message board built within your site, or a more customized setup. Whatever the case, you’ll want to make sure it’s easy to navigate and follow conversation threads.

Benefits of B2B Community-Building

“Community is important because it brings people together. Community keeps people loyal, makes them feel like they matter. It also lets the company show how much they appreciate their customers,” according to Mary Green, a community-building specialist who shared her insights with B2B News Network.

Beyond the overarching loyalty imperative, here are a few other practical advantages to creating an online community:

  • Firsthand audience research. Marketers are always endeavoring to understand what matters most to their audiences. In many cases, this requires considerable guesswork. But by monitoring a community, you can watch conversations play out organically, seeing what impassioned followers talk about and how they talk about it. This can serve as a crucial springboard for your content planning. It might even help inspire new product features or service offerings.
  • User-generated content. “Brands and influencers can make great content, but the phenomenal stuff comes from the discussion. User-generated content is gold,” says Green. I’ve written here in the past about the power of UGC for authenticity, and online communities can be an excellent resource for uncovering it.
  • Finding and cultivating influencers. Within these communities, you’ll frequently see particular experts emerging with strong voices or magnetic insights. These might be candidates to incorporate more deeply into your influencer marketing strategy.

B2B Brands Running Strong Communities

Looking for inspiration? Here are a few companies that set the right example with B2B community-building:

Bank of America

They major national bank created a small business online community, which they describe as “a forum for small business ideas, insider tips, and the industry knowledge you need to help your small business grow.”

As you scroll through the links and discussions within, you’ll find that much of it is unrelated to banking or even financial matters, and that’s just fine. The point is that numerous customers and prospects are coming to BoA’s website to talk shop.

Bank of America Online Community

Intuit

The QuickBooks Community is basically a public knowledge bank where users can help each other solve problems and learn new things. There are product-centric areas for QB troubleshooting, as well as general business discussions. Intuit company reps are also active participants in the community.

QuickBooks Online Community

Jamf

Jamf Nation describes itself as “the largest Apple IT management community in the world.” It’s a perfect example of owning a niche, and mobilizing a community while keeping product promotion on the backburner. Members are welcomed to “Dialog with your fellow IT professionals, gain insight about Apple device deployments, share best practices and bounce ideas off each other.”

Jamf Nation Online Community

Find Your Tribe

As marketing emphasis shifts more and more toward delivering holistic experiences, community-building should be a key consideration for practitioners everywhere, especially in B2B where the opportunity is especially ripe. Herein lies the next frontier of digital engagement.

Want to learn more about B2B brands that are finding more authentic ways to engage? Check out our post: Flipping the B2B Marketing Script: 7 Brands That Talk to Consumers, Not Companies

The post The Community Imperative: Engaging in Conversations Rather Than Disseminating Information appeared first on Online Marketing Blog - TopRank®.

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