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How to Unify Content in a Multi-Brand Enterprise System

Authors: Jess Mike Stiles
Posted Under: The Content Experience Show
Content Experience Show Logo
Hosted By

Anna Hrach

Convince & Convert
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 Piano

I 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

Mike Stiles, Global Content Strategy Manager for IHG, joins the Content Pros Podcast to discuss the fine art of overseeing and managing content for multiple brands.

mike-stiles-instagramTogether But Separate

Managing the marketing for an enterprise system is a huge challenge. Multiple brands competing for attention in a crowded, noisy, online marketplace can overwhelm and exhaust the most seasoned professional.
For Mike, navigating the waters of multiple brands means taking a step back. Instead of being hands on and controlling each brand’s message, he takes a more consultant-like route and lets the brands carve their own path.
Trusting each brand to know their own audience allows them the flexibility to adjust quickly to the changing interests of their customers. The individual brand’s content becomes more impactful through relevance and this success reflects positively on the company as a whole.
This also frees up Mike to focus on the big-picture messaging that connects the brands together under one corporate umbrella. He is able to avoid the exhaustion and ulcers that accompany micro-managing a diverse portfolio, develop a cohesive and inclusive corporate voice, and reap the rewards of a thriving content marketing ecosystem.

In This Episode

  • How juggling multiple brands can lead to content chaos
  • Why empowering your enterprise means stepping back and acting more as a consultant than a manager
  • How your brands can lead your content to success
  • Why developing a solid marketing plan means investing in content


Quotes From This Episode

“While you want to give the individual brands the freedom to execute the kind of content marketing that they want to do, there are some guidelines so that we don’t operate an environment of content chaos.” —@mikestiles
“Global content strategy is there merely to advise each brand on how they craft their brand content strategies.” —@mikestiles
“We are trying to give them leeway into showing us, telling us what’s best in the ways in showcasing their hotel.” —@mikestiles
“Success, for us, looks like convincing the organization of the value of content marketing.” —@mikestiles
“The way you build an audience is to know that audience intimately and give them what they love.” —@mikestiles
“You have various phases of the buyer journey, from dream, plan, book, stay, share. You’ve got to have content that addresses people at each stage of that funnel.” —@mikestiles
“The only way to have a prayer of having anyone pay attention to what you give them is for it to specifically address what they’re going through at that moment.” —@mikestiles
“The quest is building audiences by creating content that genuinely entertains and informs.” —@mikestiles



What is one key takeaway from Content Marketing World 2016?

So many brands and companies are talking about content marketing, but it turns out that they are actually doing advertising and calling it content marketing. They are not truly committed. They are not going all the way in terms of creating content that entertains and informs their customers.

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