~/talk

Busting Silos

on YouTube 16m
Talkat Intelligent Content Conference 2017 · 2017-03-28..03-30· [design-collaboration]

speakers

name:Andrew Bredenkamp
links:none on file
name:James Mathewson
links:none on file

resources

video:https://youtu.be/DOijG-Lr6_0
slides:none on file

summary

Argues that consistency across content trumps one-off “home run” pieces, citing a Bob Dylan + Watson spot that generated awards but polluted AI training and later had to be expunged. Describes reorganizing into six centers where designer, content person, strategist, performance marketer and analyst sit in scrum, and using marker workspace to pull search data and prioritize evergreen assets across 10,000 marketers. Recommends collapsing hundreds of personas into specialists vs business people so teams stop duplicating content and actually close gaps.

AI-written summary · about

chapters (9)

  1. 0:00Intro
  2. 1:25Consistency
  3. 3:38User Experience
  4. 8:14Customer Experience
  5. 9:15People are fickle
  6. 10:19Experiences at scale
  7. 10:51Great content
  8. 14:21The danger
  9. 15:23The customer journey

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