Lindsay Lyons, Director, Global Content Strategy, Dell EMC
The Dell EMC Global Content Strategy team was faced with the challenge of moving from technology- and product-heavy content to a storytelling and customer-centric approach in a business that was traditionally focused on speeds-and-feeds.
The content strategy framework they set out to design had to be scalable and work across different teams, break-down silos and not impose a complex org structure on the customer experience. Easy, right?
To gauge their success, the team started tracking how many marketers were trained in this new approach and framework. Now that it’s in market, they use engagement metrics along with traditional demand-gen metrics to show that this strategy is working, and to guide them on how to evolve it.
In this video replay from MarketingSherpa Summit, watch Lindsay Lyons, Director, Global Content Strategy at Dell EMC, share how her team developed a content strategy framework that scaled across the enterprise organization while enabling great customer experiences. All while leveraging the latest in digital marketing technology, including programmatic media buying/targeting, dynamic content tools and marketing automation. She explains how to:
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