Speaker Presentation: Content Innovation
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Advanced formats for delivering the optimal engagement for complex tasks and decision journeys.
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Speaker Presentation: Content Innovation
- 30. • SAP turns learning about a technology and solution into a scenario based game that is centered around business needs/situations MODEL
- 31. • Tees up the challenge – makes it seam ‘real’ • Good collaboration tool for IT to work with various LOBs MODEL
- 32. • Can also be persona-based MODEL
- 33. • Read More opens modal window with more detailed info • Additional Info outlines dependencies/other requirements for success LEARNINGS • Breaks down complex info into short components • Can cover a lot of ground • Interactive, engaging • Scalable • Shareable MODEL
- 37. Exec Perspectives: Frames key questions on Cloud in context of role – C-suite, LOB, TDM • For CIO – revolves around business growth, security and innovation
- 38. • Good model of simple calculator with related resources and third-party content that compares to competitors MODEL Sponsored by
- 39. IBM serves up multiple reasons to make the business case from a holistic perspective
Editor's Notes
- One of the main tricks in dealing with multiple members of buying center is to provide a gateway that facilitates content choice. Content appropriate for multiple personas. Here this company included videos profiling 4 distinct personas who impact purchase. Not only do they see themselves, but can get an understanding of the needs, biases and perceptions of others who will impact purchase. Allows people to engage with the content on their own terms. The trend today is to drive purchasers to a hub that is organized by topic, place on journey and buyer. This allows the buyer to self-select the content that makes sense for their role and point in discovery and decision.
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- One of the main tricks in dealing with multiple members of buying center is to provide a gateway that facilitates content choice. Content appropriate for multiple personas. Here this company included videos profiling 4 distinct personas who impact purchase. Not only do they see themselves, but can get an understanding of the needs, biases and perceptions of others who will impact purchase. Allows people to engage with the content on their own terms. The trend today is to drive purchasers to a hub that is organized by topic, place on journey and buyer. This allows the buyer to self-select the content that makes sense for their role and point in discovery and decision.
- Business based scenario plus the tech/product that solves for it. Lets me select scenario – tells me if it is for me and what I am going to get out of it.
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- Interactive infographic – allows brand to break down a lot of info about fairly complex topic and present in approachable way and in bite sized parts May be too mktg looking for TI but easily sharable with LOB teams Could be done in animation style used in Air videos. Interaction improves comprehension
- Persona based
- https://awstcocalculator.com/
- 39
- One of the main tricks in dealing with multiple members of buying center is to provide a gateway that facilitates content choice. Content appropriate for multiple personas. Here this company included videos profiling 4 distinct personas who impact purchase. Not only do they see themselves, but can get an understanding of the needs, biases and perceptions of others who will impact purchase. Allows people to engage with the content on their own terms. The trend today is to drive purchasers to a hub that is organized by topic, place on journey and buyer. This allows the buyer to self-select the content that makes sense for their role and point in discovery and decision.