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About The Content Experience Show:
Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.
Apple Podcast Reviews:
It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.
Jared Johnson PianoI love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.
The Marketing Book Podcast
Kelley O’Brien, Director – Interactive, Digital, Social at Krispy Kreme, joins the Content Experience Show to discuss bringing personal experiences to a worldwide audience.
A Global Yet Personal Experience
One of the beautiful things about social media is that a person can engage with their favorite businesses and have a personalized experience that was completely unavailable in the very recent past. As your business grows, however, the challenge becomes maintaining that personal experience with an ever-diversifying audience.
Consumer preference, taste, and even sense of humor can vary wildly by region, not to mention by country and continent. Kelley O’Brien, Director – Interactive, Digital, Social at Krispy Kreme, has a lot of experience and advice to give on how to balance global appeal with a consistently personal experience.
According to her strategy, once you have established your overall voice and built a strong core foundation for how your business engages on a grand scale, you should empower your regional representatives to speak with your voice directly to their communities. By giving them the ability to speak for the brand on a local level, you can keep a global consistency while developing something unique and engaging for the many audiences who wish to connect with your brand.
In This Episode
- How social can be used to engage your audience in product creation
- Why being a B2C brand with a fun persona still requires strategy and planning
- How to balance a personal experience with a global experience with a multinational audience
Quotes From This Episode
If it's not in our voice or where our fan base is, it doesn't stay true to the engagements. Click To Tweet
“Where can we take it to the level of bringing people a unique experience, but not taking it to the extreme experience?” — @kelleyob
“Set the right foundation, do the right training, and you empower each of the regions to speak in your voice.” — @kelleyob
Resources
Content Experience Lightning Round
Chocolate or vanilla donut?
Vanilla.
Glazed or filled?
Glazed.
Favorite annual event?
Birthday.
Netflix or movie theater?
While she’s more of a Netflix kind of person, she does enjoy going to art theaters when she does go out!
What are you watching on Netflix these days?
Kelley is a huge fan of The Walking Dead and is currently re-watching to gear up for the new season!
See you next week!
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