CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain

Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact.

But how can enterprise brands scale personalization efforts in a way that is efficient and effective?

Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable.

Applying personalization to an entire content marketing operation, especially at the enterprise level, might feel overwhelming. But applying it individually to different aspects of the process, piece by piece? This feels more feasible.

Peter will be joining other high-scoring content marketing experts at 2018’s Content Marketing World in Cleveland, OH this September. In anticipation of this awesome event, we sat down with Peter for the first interview in our series leading up to the event and asked him more about his role at Adobe, the importance of content personalization and the impact of technology on personalization.  

What does your role as Group Product Manager at Adobe entail? What are your main areas of focus and key priorities?

At Adobe, I focus on content marketing, digital asset management, and personalization at scale.

Throughout my career, I’ve developed a passion for customers, their use cases and building scalable software for them.

Specifically, my interests include next-generation technologies, evolving organizational structures, and industry best practices.

You’re a big believer in the importance of personalization. Where do you see the biggest opportunities for content marketers to improve in this regard?

First and foremost, personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery.

Establishing and aligning these functions with each other is the first block in a strong foundation.

What we are doing here is leveraging the centuries-old concept of “divide and conquer,” where we break personalization down into manageable stages.

Once everything is in place, the biggest opportunity lies in providing relevant data that is actionable at each of the content supply chain functions.

While we all talk a lot about data-informed and data-driven content marketing, I still see addressing this data gap as the biggest opportunity by far.

Which prevalent pitfalls are preventing content from connecting with its audience, from your view?

We have the people, the data, and the tools to create engaging content at scale, yet we often jumpstart the process of creating content without the required thoughtfulness on the initial critical steps.

It is essential to be clear which audiences we are targeting and subsequently to define clear goals for the message we are creating.

To this day, most brands need to improve at this stage, otherwise the best content marketer in the world cannot create an effective piece of engaging content.

Developing scalable ways to create and personalize content has been a key area of emphasis in your career. How can marketers think differently about scaling for efficiency and impact?

Similar to what I said earlier of “divide and conquer,” break the problem into manageable pieces and thus build a content supply chain.

Then, optimize each piece of the supply chain as opposed to trying to improve the whole thing all at once.

Where do you see the biggest influences of technologies like machine learning and automation in the world of content?

Currently, many mundane tasks, such as gathering and analyzing data or making sure content is optimized for each channel, take up a lot of time and effort in content marketing, preventing us from doing what matters most.

Things that take weeks and months will gradually be performed in the background.

By eliminating these mundane tasks, the human capacity for creativity and intuition will be magnified and reach new levels that were unimaginable before.

Which aspects of marketing SaaS products and services could and should be instilled for pros in other verticals?

Marketing software has received the kind of attention and focus that very few verticals have ever received, and as a result, we now benefit from a variety of software options that is unparalleled. This has led to a lot of AI being developed for marketing first that will be deployed in other verticals later.

A result of this fierce competition is that marketing software tends to be the more flexible and user friendly than others, adapting to a multitude of use cases, which has set new standards across all verticals.

Lastly, even though software in general does not integrate well with each other, given its variety and busy ecosystem, marketing software has trail-blazed integration best practices, which other verticals will benefit from.

Looking back, is there a particular moment or juncture in your career that you view as transformative? What takeaways could other marketers learn and apply?

Joining Adobe was truly transformative, because it allowed me to engage with customers across the entire breadth and depth of digital marketing, as well as with colleagues across different products and solutions who are truly world-class at what they do.

My recommended takeaway is to look beyond your current scope of work — which is not necessarily easy — and to figure out ways to connect with people who can help you understand adjacent functions and disciplines.

Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before.

Which speaker presentations are you looking forward to most at Content Marketing World 2018?

I’m looking forward to quite a few sessions, but here are 5 sessions I am particularly excited about:

  • Joe Pulizzi’s keynote on Tuesday. I am sure I am not the only one interested to hear his take on the industry and where it is headed.
  • Then Gartner’s Heather Pemberton Levy and her workshop on their branded content platform, Smarter With Gartner, which I am a big fan of.
  • Michael Brenner’s workshop on how to create a documented content marketing strategy, which I know a lot of brands struggle with.
  • And then two sessions that talk about leveraging data during content creation: Morgan Molnar and Brad Sanzenbacher on Wednesday, and Katie Pennell on Thursday.

Ready Player One

Big thanks to Peter for his enlightening insights. His final takeaway — “Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before” — is at the heart of Content Marketing World, which will bring together a diverse set of voices and perspectives to broaden your view of this exciting yet challenging frontier.

Tap into some of the unique expertise offered by CMWorld speakers by checking out the Ultimate Guide to Conquering Content Marketing below:

Ready Player One: Top CMWorld Speakers Dish Go-To Classic Content Marketing Combos

Over the years, content marketing has made incredible strides. What used to be considered more 8-Bit tactics such as print and articles, have evolved into more immersive tactics like interactive and video which truly brings audiences into the “game”.

And while the days of 2D 8-bit side scroller content may be gone, that doesn’t mean we should abandon everything we’ve learned about content.

To help uncover some of the tried and true content marketing tactics that have stood the test of time, we’ve tapped into the minds of some of Content Marketing World’s top speakers who shared expert advice in our new eBook: The Ultimate Guide to Conquering Content Marketing.

But first, here are some fun fun 8-bit videos featuring your favorite content marketing experts and a preview into the type of game-winning advice you can find in our new guide.

Content Marketing Strategy Experts

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Featuring: Robert Rose, Nichole Kelly, Tim Washer, Ellie Mirman, Peter Krmpotic and Tamsen Webster

Content Marketing Planning

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Featuring: Amanda Todorovich, Courtney Cox, Eli Schwartz, Jay Acunzo, Carla Johnson, Heather Pemberton Levy, Zari Venhaus and Andy Crestodina

Content Marketing Creation

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Featuring: Ann Handley, Melanie Deziel, Mitch Joel, Michelle Park Lazette, Pam Didner and Dave Charest

Content Marketing Amplification & Distribution

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Featuring: Ian Cleary, Lee Odden, Vishal Khanna, Juntae DeLane, Doug Kessler, Joe Pulizzi, Justin Levy and Heidi Cohen

Content Marketing Measurement

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Featuring: Christopher Penn, Mathew Sweezey, Michael Brenner, Michael Pratt, Ron Tite and Matt Heinz

34 Classic Content Marketing Tactics from Top CMWorld Speakers

Robert Rose
Chief Troublemaker, The Content Advisory
@Robert_Rose

Classic Content Tip: As part of the creation process, we have to ask how every piece of content we create delivers value to our audience first, and us second. It is an approach that will never fail. @Robert_Rose #CMWorld Click To Tweet

Nichole Kelly
Chief Consciousness Officer, The Conscious Marketing Institute
@nichole_kelly

Classic Content Tip: Just because you can doesn’t mean you should. Acting with integrity is a competitive [email protected]_kelly #CMWorld Click To Tweet

Tim Washer
PowerPoint Comedian/Emcee, Ridiculous Media
@timwasher

Classic Content Tip: Interview customers to get short, actionable advice that other organizations can learn from. This can be published via video, audio or a simple text Q+A. @timwasher #CMWorld Click To Tweet

Ellie Mirman
CMO, Crayon
@ellieeille

Classic Content Tip: Time and time again, I turn to blogging: it’s a simple way to house a variety of content even as it evolves to serve different media, channels, and strategies. @ellieeille #CMWorld Click To Tweet

Peter Krmpotic
Group Product Manager, Adobe
@peterkrmpotic

Classic Content Tip: Aim for quick iterations, leading to faster insights, and creating a self-tuning system. @peterkrmpotic #CMWorld Click To Tweet

Tamsen Webster
Founder & CEO, Find the Red Thread
@tamadear

Classic Content Tip: Find the truth that makes a problem impossible to ignore. @tamadear #CMWorld Click To Tweet

Amanda Todorovich
Senior Director – Content & Creative Services, Cleveland Clinic
@amandatodo

Classic Content Tip: Great content answers questions and solves problems for your customers. When you do that – no matter what platform or format – it works and generates engagement every time. @amandatodo #CMWorld Click To Tweet

Courtney Cox
Manager, Digital Marketing – Children’s Health
@courtewakefield

Classic Content Tip: No matter how marketing changes, listening will always be the greatest asset of a content marketer. @courtewakefield #CMWorld Click To Tweet

Eli Schwartz
Director of Organic Product, SurveyMonkey
@5le

Classic Content Tip: Google’s non-English language ranking algorithm will always lag the advancements made in English search. @5le #CMWorld Click To Tweet

Jay Acunzo
Founder, Unthinkable Media
@jayacunzo

Classic Content Tip: Prioritize resonance over reach, and the latter (and everything else you seek as a marketer) gets far easier. To do so, look for a small number of people reacting in big ways to your work. @jayacunzo #CMWorld Click To Tweet

Carla Johnson
President, Type A Communications
@carlajohnson

Classic Content Tip: Put your customer first. Creating content that delivers value to them will always align your time, talent and resources with what delivers the best ROI. @carlajohnson #CMWorld Click To Tweet

Heather Pemberton Levy
Vice President, Content Marketing – Gartner
@heatherpemberton

Classic Content Tip: Always look in your rearview mirror at the traffic driving to your content and further down the road at the next content asset in the buyer’s journey. @heatherpemberton #CMWorld Click To Tweet

Zari Venhaus
Director Corporate Marketing Communications, Eaton
@zvenhaus

Classic Content Tip: Nothing beats knowing your audience. Today, there are so many more ways to target – the how is evolving, but nothing will ever replace understanding what drives your customers. @zvenhaus #CMWorld Click To Tweet

Andy Crestodina
Principal – Strategic Director, Orbit Media
@crestodina

Classic Content Tip: Learn something useful… Try it… Test it… Then teach it. @crestodina #CMWorld Click To Tweet

Ann Handley
Chief Content Officer, MarketingProfs
@annhandley

Classic Content Tip: Leaders are readers, as Harry S. Truman said. I’d add that leaders are writers, too. If you want to improve the quality of both your ideas and your thinking… you need to regularly write. @annhandley #CMWorld Click To Tweet

Melanie Deziel
Branded Content Consultant, Mdeziel Media
@mdeziel

Classic Content Tip: When all else fails, ask what you can teach your audience. Educational content provides evergreen value and proves your expertise to customers and potential customers alike. @mdeziel #CMWorld Click To Tweet

Mitch Joel
President, Mirum
@mitchjoel

Classic Content Tip: Write stuff that matters. Write stuff that has depth. Nobody else is doing this (well) anymore. It’s because they suck at writing (trust me ;). @mitchjoel #CMWorld Click To Tweet

Michelle Park Lazette
Writer, Federal Reserve Bank of Cleveland
@mp_lazette

Classic Content Tip: My chicken test is a set of 3 questions I use to vet any content idea. Does the topic involve or interest our target audience? Is the idea timely? And does the idea have a so-what? @mp_lazette #CMWorld Click To Tweet

Pam Didner
Author, Global Content Marketing
@pamdidner

Classic Content Tip: SEO! Invest time and resources into keyword research, analytics and scoping out your content. If you want your content to be seen, align your content marketing with your SEO goals. @pamdidner #CMWorld Click To Tweet

Dave Charest
Director Content Marketing, Constant Contact
@davecharest

Classic Content Tip: Stay focused on the fundamentals of human nature. Even as technology changes, the fundamentals that make us people do not. Understand how those fundamentals apply to a new environment. @davecharest #CMWorld Click To Tweet

Ian Cleary
Founder, RazorSocial
@IanCleary

Classic Content Tip: Relationship building. When you build up a network of influential friends it’s like having many pac mans in one game and they are all on your side. @IanCleary #CMWorld Click To Tweet

Lee Odden
CEO, TopRank Marketing
@leeodden

Classic Content Tip: Nothing gobbles up Pac-Dots like content co-created with highly credible experts. Influencers w/ active networks of relevant audiences can demystify marketing mazes and open up infinite opportunity! @leeodden #CMWorld Click To Tweet

Vishal Khanna
Director of Marketing & Communications, HealthPrize Technologies
@bediscontent

Classic Content Tip: Read employment listings for the types of prospects you target to find out how their success is measured, and then develop content that helps them succeed. @bediscontent #CMWorld Click To Tweet

Juntae DeLane
Sr. Digital Brand Manager, University of Southern California
@juntaedelane

Classic Content Tip: You need to be able to go where your audience is and speak to them in a language they can understand. Identify how and where they engage with content, & incorporate that info into your strategy. @juntaedelane… Click To Tweet

Doug Kessler
Co-Founder & Creative Director, Velocity Partners
@dougkessler

Classic Content Tip: It’s really hard to fail at simply interviewing really smart people who know about the topic. Do your homework, ask good questions and stand back. @dougkessler #CMWorld Click To Tweet

Joe Pulizzi
Founder, Content Marketing Institute
@joepulizzi

Classic Content Tip: Email, email, email. Getting and keeping opt-in email subscribers continues to be the key to content marketing success. @joepulizzi #CMWorld Click To Tweet

Justin Levy
Public Speaker
@justinlevy

Classic Content Tip: The one tried and true tactic that I will always go back to even as marketing evolves is the need for a blog. @justinlevy #CMWorld Click To Tweet

Heidi Cohen
Chief Content Officer, Actionable Marketing Guide
@HeidiCohen

Classic Content Tip: Like other forms of marketing, content marketing requires a documented strategy that ties your business goals to measurable results. @HeidiCohen #CMWorld Click To Tweet

Christopher Penn
Founder & Chief Innovator, Brain+Trust Insights
@cspenn

Classic Content Tip: Essential for any form of content is audience centricity. Do it in a way that provides value, educates, entertains and engages your audience. @cspenn #CMWorld Click To Tweet

Mathew Sweezey
Principal of Marketing Insights, Salesforce
@msweezey

Classic Content Tip: Ask! Ask what they want, don’t assume. Once you make it Ask if they liked it, and how to make it better. @msweezey #CMWorld Click To Tweet

Michael Brenner
Founder, Marketing Insider Group
@brennermichael

Classic Content Tip: Create content using the keywords buyers use, the content they read and share and the offers that convert. @brennermichael #CMWorld Click To Tweet

Michael Pratt
CEO, Panamplify
@mikepratt

Classic Content Tip: Try and discover what solutions to problems your clients are searching for and write content that becomes that solution. @mikepratt #CMWorld Click To Tweet

Ron Tite
Founder & CEO, Church+State
@rontite

Classic Content Tip: Massive wins come from doing something that has never been used before. @rontite #CMWorld Click To Tweet

Matt Heinz
President, Heinz Marketing
@heinzmarketing

Classic Content Tip: Finish content with a question. Actively engage your audience. @heinzmarketing #CMWorld Click To Tweet

Want More Game-Winning Content Marketing Advice?

For more from our Content Marketing World speakers, check out the full guide below:

Press Start and Get in the Game with the Ultimate Guide to Content Marketing

PRESS START.

These two words, which routinely appear on the title screens of video games, present both a prompt and a promise. You won’t advance until completing this simple command, but once you do, a world of adventure awaits.

You can “press start” on a brand new CMWorld experience by scrolling down and clicking into our Ultimate Guide to Conquering Content Marketing. Prepare to explore new stages and levels with a host of top players in the content marketing game as we unlock the secrets to success in 2018 and beyond.

Get in the Game

When the going gets tough, gamers can navigate to the options menu and turn down the difficulty level. How convenient!

Marketers, of course, don’t have that luxury, which is unfortunate because right now we face steeper challenges than ever in a crowded and rapidly changing environment.

Consider these statistics, from the 2018 B2C Content Marketing Benchmarks, Budgets, and Trends report (the B2B version includes largely similar numbers):

  • Nearly one out of four B2C content marketers (22%) rated their organization’s overall content marketing approach as minimally successful or not at all successful
  • More than half of respondents (51%) said that over the last year, it has become increasingly difficult to capture their audience’s attention
  • Only 36% of B2C content marketers rated the project management flow during their content creation processes as excellent or very good
  • Only 43% of respondents said they are measuring content marketing ROI, with “we need an easier way to do this” cited as by far the most common barrier

Needless to say, there is no shortage of pitfalls along the way to reaching our goals. That’s why we enlisted some of the field’s foremost leaders and experts to help provide guidance. You’ll find plenty in our new guide, which features exclusive tips and tricks from a diverse range of perspectives.  

With the help of this guide, you’ll learn how to craft a content strategy that fits together like Tetris blocks falling perfectly into place. You’ll rattle through your objectives like Pac-Man gobbling dots. And your reach will grow like Mario with a mushroom power-up.

Thank you to all of our experts for sharing their top tips for helping marketers win the content marketing game. Inside, you’ll gain insights from marketers including:

Robert Rose, Nichole Kelly, Tim Washer, Ellie Mirman, Peter Krmpotic, Tamsen Webster, Amanda Todorovich, Courtney Cox, Eli Schwartz, Jay Acunzo, Carla Johnson, Heather Pemberton Levy, Zari Venhaus, Andy Crestodina, Ann Handley, Melanie Deziel, J.P. Medved, Mitch Joel, Michelle Park Lazette, Pam Didner, Dave Charest, Ian Cleary, Lee Odden, Vishal Khanna, Juntae DeLane, Doug Kessler, Joe Pulizzi, Justin Levy, Heidi Cohen, Christopher Penn, Mathew Sweezey, Michael Brenner, Michael Pratt, Ron Tite and Matt Heinz.

Let’s have some fun. Press start and enjoy:

Expert Content Marketing Tips for Sharing

Have a favorite content marketing game tip from one of our talented speakers? Below are a sample of what you’ll find inside the guide. Feel free to share any of these insights to get individuals within your network in the game!

Flip your strategy from being the on-demand creator of content to the proactive editorial strategist. @Robert_Rose Click To Tweet Understand where the white space exists in your industry to create content that stands out in an otherwise crowded content marketing landscape. @ellieeille Click To Tweet Think about ways to expose data in the content marketing process, so that the data can be acted on. @peterkrmpotic Click To Tweet Sophisticated content planning requires historical analysis, an understanding of what’s changed and currently happening around your audience. @amandatodo Click To Tweet Marketing needs to slow down and think about substance and context. @annhandley Click To Tweet Give yourself permission to really focus on building great, helpful, informative, authoritative content first. It’s much easier to monetize it later. @rizzlejpizzle Click To Tweet The content creation / promotion imbalance is a big problem for marketers trying to win the content marketing game. @leeodden Click To Tweet Content distribution for distribution’s sake is a waste of time. @joepulizzi Click To Tweet Look past engagement metrics, to really dig into if the content is moving people towards the next stage in the buying cycle. @msweezey Click To Tweet

The Next Level

If you’re ready to find out what awaits at the 2018 Content Marketing World conference, click here to check out the agenda.

You can also keep up on the all the latest developments by tracking the #CMWorld hashtag and following CMI on Twitter.