Content Marketing

Content Marketing

A collaborative space to plan, produce, and publish omnichannel campaigns

A collaborative space to plan, produce, and publish omnichannel campaigns

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OVERVIEW

What’s Content Marketing? It is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

The goal of this project was to create a framework that unlocks the potential of marketers from strategy and planning through development and execution.

ROLE & DURATION

Sr. Product Designer | Sprinklr
Product Thinking, Information Architecture, Interaction, Visual design, Prototyping & testing

Team: 3 designers, 4 Product Managers

Dec 2015 - Jan 2017

CLIENT
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The Problem

Most marketing products are designed to manage the processes that occur after content has been created.

 All of the activities that contribute to the development of content planning - strategizing, segmentation, ideation, and campaign development - have typically been managed manually, using standard office suite tools.

 Though familiar, those single-purpose tools prevent marketers from moving with the agility required to scale in order to deliver in time and are expensive.

Jumpstarting Research

The first part of the research was to understand how marketers strategize, create and execute their marketing plans. For this, I conducted interviews with Nike’s Brand managers and content creation team. This allowed me to understand their work, their process and to identify the pain points they encounter on a daily basis.

Note: For this project, Nike was our partner client and I am grateful for their collaboration.

Qualititative Interviews

User research was quintessential. The complex workflows of the multiple user types and their interactions with one another needed to be laid out in detail. In order to achieve that, I gathered as much as I could from the end users to understand the challenges they face and how they see the platform making a difference in optimizing pain areas.

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“It takes me 15 tools to manage 1 Social campaign. I need to pull data from multiple sources to be able to monitor the campaign performace.”
Ally Grey, Brand Manager

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“It’s a challenge to draft content for each and every channel and then schedule those posts manually. Also, getting approval on these posts via email takes so much time. There a lot of two and fro. ”
Julia Mathew, Content Creator

Personas

Then I came up with these 3 personas to serve as a cumulative representation of all the common user needs, goals, tasks, pain points that I derived from the Stakeholder interviews, user interviews, and contextual inquiry.

Competitive Research

Identifying the Key competitors and evaluating their strategies to determine their strengths and weaknesses helped us find some opportunity areas for our product and which threats should be mitigated

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Fig: Competitive Analysis to identify best practices and opportunity areas.

Insights

From the user interviews, contextual analysis, stakeholder interviews, and competitive research I gained both qualitative and quantitative insights. It also helped in understanding user expectations, behaviors, needs, and motivations.  We then used these Insights to ensure that all product design decisions do benefit the user.

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Ideation

The insights helped me define the goal which is to create a platform that is Unified, Omni-channel, Collaborative & thus, cost-effective.

I started creating the information architecture and low-fi concepts for primary use cases. After having a go-ahead from the Product Manager, developers, and Stakeholders on the mockups, we began to conduct usability tests with the low-fidelity mockups. Once we had confidence in the design, we began digitalizing designs.

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Scoping down

We used the agile iterative approach for the project that helps teams deliver value to their customers faster and with fewer headaches. Instead of betting everything on a "big bang" launch, we aimed to deliver work in small, but consumable, increments. With the help of our product managers, we began prioritizing on user stories with detailed tasks necessary to complete the story in an upcoming sprint.

We then began digitilizing the designs. We first shared the wireframes with Nike to get early feedback and then the hi-fidelity mockups. This helped save a lot of development time.

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Content Marketing

"It’s all about telling a story to the right audience"

"It’s all about telling a story to the right audience"

Sprinklr’s Content Marketing cloud empowers brands to manage every aspect of the campaign lifecycle, from ideation to execution and measurement.

It offers a single workspace where marketers can seamlessly and collaboratively plan, produce, publish, and analyse omnichannel campaigns.

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Marketing Brief

STAGE: PLANNING

• Detailed documentation of the campaign’s goal, timelines, budgets and more such data that helps the team be on the same page.

 • Ensure your teams and agencies are aligned on campaign specifics with centralized briefs, personas, and content strategies.

 • Governance and role-based permissions not only save marketers time but is help ensure global consistency by allowing flexible sharing of metadata, brief templates, and workspace templates across teams and regions

Planning

STAGE: PLANNING

• The planner allows marketers to see all the activity in their organization, across the globe, through channels, and for all brands in one place.

 • The ability to visualize and group campaigns and content by channel, product lines, regions, and other custom fields makes the Marketing planner the ultimate marketing planning system.

 • With flexible and configurable views at both the campaign and post level, it puts the entire team on the same page, while allowing each individual to see a calendar that reflects the goals and needs of their job.

Asset Manager

STAGE: PRODUCTION

One of the biggest challenges facing global brands today is making content globally consistent, yet locally relevant.

 • A library of all brand assets needed to create consistent and engaging brand content.

 • The Asset Manager is suited to facilitating global-to-local coordination. Improved sharing controls make it easy for teams to collaborate cross-functionally or limit who can use individual or groups of assets.

 •  Source media from your stock image accounts like Getty Images and Shutterstock.

 •  Edit images with channel-appropriate cropping, visual effects, overlays, and templates.

Production Boards

STAGE: PRODUCTION

• Track and manage content and task status with configurable production boards.

 • Monitor the status of all your projects in real time, so you can keep strategic initiatives on track and easily report on progress.

 • Enable cross-team collaboration on campaigns and content with permissions across teams.

Publishing

STAGE: PRODUCTION

• An omnichannel solution that helps content creators publish to almost 23 social channels at a time.

 • Improves post engagement with automation and content scheduling capabilities.

 • Enables the user to see content as it will render on the channel across mobile and desktop.

 • Keeps the team informed and aligns global teams with built-in messaging and collaboration features.

Engage with Customers

STAGE: ENGAGEMENT

• Customizable steams in the engagement dashboard let teams view content they need to respond to in real time.

 • Messages are automatically sent to team queues (streams) for the users to take necessary actions on. 

 • Users can get insightful information about messages by clicking on them. They can drill down into the entire conversation, actions taken on the message by team members and tasks that need to be completed. 

Reporting

STAGE: ANALYSIS

Measuring and analyzing the team’s operations and the content’s performance is essential for every marketer–but the amount of data available can be daunting.

 • Standard dashboards (Templates) make it easy for managers to get an overall idea of the campaign performance. Not only do templates help to simplify the report building process, but they also encourage your team to use industry best practices to guide their selection of metrics and KPIs.

 • And, using Report Templates as your starting point, you can easily tweak and update your dashboards to suit your specific objectives.

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Impact and Outcome

The product helped Nike save the money of 11 products that they were using. The product was initially created for our key partner client  Nike but soon it was asked for by 6 other clients who struggled with the problems of planning and analyzing their social marketing campaigns. 

Customers
• Sprinklr’s marketing Solution helped teams collaborate, have the context of the big picture and do the most import thing - Tell brand stories that customers fall in love with.
• Convenient 24*7 customer service
Customizable for multiple industries and organization needs.

Business
Cost effective tool for most clients.
4+ New customers
Higher customer satisfaction (+33%)

The Forrester Wave Winner

In its April 2017 report, The Forrester Wave™ Content Marketing Platforms, Q2 2017, Forrester Research, Inc. lists Sprinklr as a “Leader” in the field, making it one of just two companies to receive this impressive designation. Read more about it here

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Let's Connect

Feel free to reach out for collaborations or just a friendly hello 😀
pratibhajoshi009@gmail.com

Feel free to reach out for collaborations or just a friendly hello 😀
pratibhajoshi009@gmail.com

Feel free to reach out for collaborations or just a friendly hello 😀
pratibhajoshi009@gmail.com

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