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Content Marketing World 2019 - Session Viewer

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Aligning a Fortune 5 Enterprise with a Few Hundred Webpages: A Case Study

Kate Rogers (Vice President, Digital Strategy, MSP-C, a division of MSP Communications)

Drew Johnson (Digital Content Manager, McKesson Corporate Marketing)

Location: Room 5

Date: Friday, September 6

Time: 8:00am - 8:45am

Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Strategic Content

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Content creation at an enterprise corporation rarely approaches "agile." Gathering buyoff from stakeholders, aligning marketing initiatives across a customer journey, preparing for the divestiture of a major business unit, and getting legal approval -- especially in a highly regulated industry -- takes time and many, many rounds of revision. But somehow, over the course of two years, MSP-C and client McKesson partnered on enhancing more than 300 pages of website content to meet new brand standards and overall become more helpful for customers.


In this session you will learn:

  • How a core team of five wrangled more than 60 stakeholders across six national business units to align on a universal website content strategy
  • How time spent on a core plan for enhancement and clear timeline created customer-oriented content
  • What data points we used to evaluate and improve website content
  • How our teams developed a process for regularly enhancing content that remained consistent over two years -- without any major breakdowns
  • How we incorporated search engine optimization, user experience, a static set of modular design elements, and individual business unit marketing goals into a holistic enhancement