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MAX JOHNS, CS FORUM 2016. AWESOME.
SIMPLIFIED.NET.NZ@MxDEJ
CONTENT PEOPLE ANDMARKETING
PEOPLE.IT’S COMPLICATED.
WHY?
HI, I’M MAX JOHNS.
You may know me from such Twitter handles as @aucklandCS
and @MxDEJ
HI, I’M MAX JOHNS.
You may know me from such Twitter handles as @aucklandCS
and @MxDEJ
NO
STRUCTUREPEOPLE
STRATEGY
WE FOCUS ON THE ________’S NEEDS.
user customer
REPETITION IS ________.
a waste reinforcement
IT’S BEST TO TREAT SITE ANALYTICS AS ________.
a rough guide
actual truth
GOOD WEBSITES TAKE VISITORS
THROUGH A ________.user
journeysales
funnel
“We’re the last line of defence against
crap going up online.”
CONTENT PEOPLE TALK ABOUT THEMSELVES
“I’m responsible for all of the
content on the website.”
CONTENT PEOPLE TALKING ABOUT THEMSELVES
“We’re rewriting content for a new site.
Once that’s done, I don’t know who’ll look after it. Apparently I’m the only one who cries about these things.”
CONTENT PEOPLE TALKING ABOUT THEMSELVES
“We overthink things, and over-
polish things without asking
what the return is on that effort.”
CONTENT PEOPLE TALK ABOUT THEMSELVES
“We’d like people not to hate us.”
MARKETING PEOPLE TALK ABOUT THEMSELVES
“We have a much greater
understanding of how people
perceive us and interact with
stuff.”
MARKETING PEOPLE TALK ABOUT THEMSELVES
“I’m here to shift perception.”
MARKETING PEOPLE TALK ABOUT THEMSELVES
“We understand how to talk about things in a way
that is relevant.”
MARKETING PEOPLE TALK ABOUT THEMSELVES
“We have successfully positioned things as desirable products.”
MARKETING PEOPLE TALK ABOUT THEMSELVES
“They have no clue.”
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
“They hate being corrected. Oh yes, they do.”
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
“It’s tricking. It’s a trickster’s trade, and that’s why
marketing sucks.”
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
“Marketing don’t write, can’t
produce, don’t do imagery or HTML.”
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
“Strengths!? Of marketing!?”
WHAT ARE MARKETING’S STRENGTHS?
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
*Laughter*
WHAT ARE MARKETING’S STRENGTHS?
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
“Strength in numbers?
I honestly don’t know.”
WHAT ARE MARKETING’S STRENGTHS?
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
“Marketing is great at getting
funding for random ideas.”
WHAT DOES MARKETING DO?
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
WHAT’S MARKETING’S JOB?
CONTENT PEOPLE TALK ABOUT MARKETING PEOPLE
*Fart noise*
“They’re not great at capturing
imaginations.”
MARKETING PEOPLE TALK ABOUT CONTENT PEOPLE
“They have no words to explain what they do.”
MARKETING PEOPLE TALK ABOUT CONTENT PEOPLE
“Strengths? Grammar. But I
think they just look for the squiggly
green line and say ‘ah ha!’.”
MARKETING PEOPLE TALK ABOUT CONTENT PEOPLE
“They don’t want to engage. They just
do their own thing.”
MARKETING PEOPLE TALK ABOUT CONTENT PEOPLE
STRUCTUREPEOPLE
STRATEGY
STRUCTUREPEOPLE
STRATEGY
“I don’t know.”
WHO’S THE FIRST BOSS YOU HAVE IN COMMON?
“The CEO.”
“There are publishers
everywhere.”
COMMON STRUCTURES
“We’re part of Digital.”
COMMON STRUCTURES
“Digital is blurring the line between
I.T. and Marketing.”
COMMON STRUCTURES
“As Marketing, we’re our own thing. My boss reports to the
CEO.”
COMMON STRUCTURES
“We’re in with Comms.”
COMMON STRUCTURES
“Marketing and Brand are our own
group.”
COMMON STRUCTURES
“I used to be in a Marketing team. It
was weird, like I had half a real
job.”
AN UNCOMMON STRUCTURE
“We have good intentions. We want to work
together.”
HOW DO THE TWO TEAMS RELATE?
“There’s massive tension. We just
avoid them now.”
HOW DO THE TWO TEAMS RELATE?
“They don’t want to engage. They just
do their own thing.”
MARKETING PEOPLE TALK ABOUT CONTENT PEOPLE
“Marketing aren’t our customer anymore. We used to deliver things for them, but now we have our own Digital agenda and just tell
them.”
HOW DO THE TWO TEAMS RELATE?
“Increase our net promoter score...But that’s not a stream of work. We still do what we normally do, but,
umm…”
WHAT ARE YOU INCENTIVISED TO DO?
WHAT ARE YOU INCENTIVISED TO DO?
“Deliver results by deadlines and build strategic relationships to
get things done.”
“Just churn out pages. It’s quite demoralising.”
WHAT ARE YOU INCENTIVISED TO DO?
“…Improve SEO, help UX decision-makers, increase visits to the site, uphold editorial
standards...”
WHAT ARE YOU INCENTIVISED TO DO?
“Get my microsite generating revenue.”
WHAT ARE YOU INCENTIVISED TO DO?
“Improve customer survey results.”
WHAT ARE YOU INCENTIVISED TO DO?
“Increase the number of ‘call me
back’ requests.”
WHAT ARE YOU INCENTIVISED TO DO?
“Sell shit.”
WHAT ARE YOU INCENTIVISED TO DO?
“I’m not 100% certain.
Not make money, that’s for sure.”
WHAT’S THE CONTENT TEAM INCENTIVISED TO DO?
“Spend lots of money making
crap ads to hopefully sell some
shit?”
WHAT’S THE MARKETING TEAM INCENTIVISED TO DO?
STRUCTUREPEOPLE
STRATEGY
STRUCTURESTRATEGY
PEOPLE
DO YOU HAVE ANY FORMAL GOALS, STRATEGIES, OR TACTICS SHARED
BETWEEN THE CONTENT AND MARKETING TEAMS?
“NO!”[Yelled very loudly]
DO YOU HAVE ANY FORMAL GOALS, STRATEGIES, OR TACTICS SHARED
BETWEEN THE CONTENT AND MARKETING TEAMS?
“Ideally we’d decide off the back of a
strategy, but there isn’t one because no-
one knows what they’re doing.”
HOW DO YOU DECIDE WHAT TO DO?
“We have a shared goal: customer
acquisition. It’s a company-wide
obsession.”
HOW DO YOU DECIDE WHAT TO DO?
“There’s a clear line to the
corporate strategy, and to the
marketing team’s goals.”
HOW DO YOU DECIDE WHAT TO DO?
“We have good intentions. We want to work
together.”
HOW DO THE TWO TEAMS RELATE?
CONTENTSTRATE
GY
“I mean, I get it, but…”
HOW DO YOU DECIDE WHAT TO DO?
STRUCTURESTRATEGY
PEOPLE
STRUCTUREPEOPLE
STRATEGY
STRUCTUREPEOPLE
STRATEGY
CONTENT PEOPLE ANDMARKETING
PEOPLE.
CONTENT PEOPLE ANDMARKETING
PEOPLE.IT’S COMPLICATED.
THANKS.MAX JOHNS SIMPLIFIED.NET.NZ@MxDEJ
