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Ryan’s tenacity is what makes him a Content Experience Explorer. He democratized content generation and access to the content experience within his organization and put the power back in the hands of marketers in each of his company’s five business groups and 31 divisions. This change allows his organization’s businesses to respond quickly to changes in their market, share and reuse content across all levels of the organization, and engage leaders, marketers, and sales representatives. No small feat!
EXPY Award Winner Ryan Turner's Video
As a Content Experience Explorer (EXPY) Award nominee, Ryan is recognized as a marketer who takes the concept of content experience from beyond buzzword, to proving its impact on revenue. By focusing on the content experience for prospects and customers, Ryan has proven to be an innovator who, with experience, talent, and skill, has advanced the practice of content marketing. Read on below to learn his own hard-won insights on how he's improving the way content is experienced.
Putting the Content Experience First
Capturing qualified leads, leveraging marketing automation and making it easier for sales representatives to sell products—that’s our goal. But to be effective, this all needs to be executed at speed and at scale. At 3M, with five business groups and 31 divisions serving both B2B and B2C customers, focusing on the content experience is particularly challenging.
How have we been able to tackle this challenge?
One word: Uberflip.
With Uberflip, we've been able to merge dynamic content with our web properties—allowing marketers to react quickly to market trends. Now, our marketers can get the right content in front of their customers at the right time. It’s been really exciting for me and our team to see the impact this has made to the overall customer experience. In some cases, we've moved from weeks to only hours to generate content and leverage it across our properties.
Using the Content Experience to Establish Meaningful Relationships
Our goal continues to be to create personalized, one-to-one experiences by sourcing and creating content intelligently. Awareness, consideration, and conversion content is layered throughout our experiences in a highly integrated way.
We want to eliminate duplicate efforts and minimize the risk of omitting content relevant to our visitors. Uberflip and its analytics are now helping us understand where users are engaging with content, where leads are originating, and where content is best placed within our sites.
Creating Amazing Content Experiences Along the Entire Journey
By utilizing Uberflip’s capabilities, we've democratized content generation and access to the content experience creation by moving from a centralized "corporate" ownership model to a decentralized "business" ownership model.
Uberflip is in the hands of our marketers—where it belongs. This is where the knowledge exists to best utilize and create relevant content.
By putting the power in the hands of our marketers, we've reduced and in some instances, eliminated the need for technical development resources—empowering our businesses to respond quickly to changes in their market. Uberflip has enabled us to share and reuse all our amazing content across all levels of the organization. Leaders, marketers, and sales representatives are fully engaged.
Future Explorations in Content Experience
But, we can’t talk about ‘now’ without looking at what’s next for content experiences. Looking ahead, 3M Canada will be focusing on two main areas in our exploration in a richer content experience for our customers:
- Agile Marketing: By adopting an agile marketing methodology, we're working faster and producing better quality content that motivates our users. We're aiming to significantly increase the production of content by tightly aligning the right teams and resources to scale and spread content generation throughout the organization.
- Personalization and Customer Experience: We’re continuing to leverage our marketing technology stack (i.e., analytics, web, email, etc.), business strategies, and content strategies, to deliver and serve personalized and relevant content, with a focus on user-generated (key opinion leader and thought leadership) content.