Interview with Giuseppe Caltabiano, Head of Content Strategy, EMEA & APAC, Contently

Giuseppe Caltabiano
Giuseppe Caltabiano

“The modern customer experiences content that brands have aimed toward them, based on a complex profile of their habits, preferred devices and the challenges they face.”

Tell us about your role at Contently and the team and technology that you handle.

I’m Contently’s Head of Content Strategy for EMEA and APAC, and in the role I advise B2C and B2B clients on high level content marketing strategy.

What draws you to DMEXCO this year? 

It’s my very first edition. I have always wished to attend and for many reasons I never had the chance, even though it’s geographically so easy to reach (I am based in London). This year I can finally attend – and I am so glad to be part of the speaker lineup!

Who are you looking forward to meeting at DMEXCO’18?

Plenty of names I’d love to meet… Just to mention a few: Josh Golden (President, AdAge), Billy Seabrook (Global Chief Creative Office at IBM ix), Tina Beuchler, (Director Digital & Media at Nestle), Luke Barnes (Chief Commercial Officer EMEA, Vice) and Nina Zimmermann.

How do you plan to extend the benefits of attending DMEXCO ’18 to your team, customers and technology partners at Contently?

I will definitely share presentations, notes and videos, if available.

How would you define “Branded Content” from a modern Customer Experience viewpoint. How do you deliver personalized branded content in a multichannel marketing campaign?

With a sapient mix of data analysis and understanding about our audience. Content personalization has to begin with data analysis. This means the modern customer experiences content that brands have aimed toward them, based on a complex profile of their habits, preferred devices and the challenges they face.

What role does Branded Video Content play in influencing customer journeys?

Branded video is, by far, the most valuable and engaging content across social platforms. It’s fantastic for communicating an emotional narrative, increasing engagement time and spreading brand awareness. Ideally, though, video leads the customer into the marketing funnel, where they’re nurtured by longform written content. And, like other content formats, video has to adhere to a larger strategy, one developed using audience data analysis.

How much has branded content evolved with the maturity of data science, automation and increasing proliferation of AI/ML?

Data science has allowed brands to develop a more intimate understanding of their target audience, which has increased the ROI of content. As we do with other content, also with video we should always start from our audience. Video is a great way to engage our audience – assuming we know who our audience is. A deep understanding of the audience and their devices is critical to design video strategy; data science is key to give a meaning to the data owned by enterprises.

How could Intent Data be used to improve omnichannel customer-brand interactions?
Intent Data is the collection of information gathered from tracking a target audience’s online patterns, challenges and behaviors. Because the data is gleaned from multiple channels and platforms, it yields omnichannel insights. We get a full picture of who our customers really are, regarding where they spend their time online.

Thank you, Giuseppe! That was fun and hope to see you back on MarTech Series soon.

Hello I’m Giuseppe Caltabiano! I am a highly-talented, results-orientated Global Marketing VP with 20+ years’ success spearheading instrumental B2B & B2C operations, specialising in IT, Software, Industrial Automation, and Energy.

As a renowned Content Marketing / Global Marketing Speaker and Writer, I have achieved an essential place among the 2017 Top 25 Masters of Multichannel Marketing and was voted as one of 2016’s most influential European B2B marketers by software company Traackr.

Furthermore, I am an innovative creative strategist with a passion for advising top global brands across the financial, technology, industrial, and consumer sectors to produce world-class content and digital marketing strategies, including Schneider Electric, Vodafone, Generali, Du, Virgin Media, Capgemini, Aegon, AXA, Motability, Barclays, Grant Thornton, MergerWare, and many more.

My excellent interpersonal skills mean that I am adept at developing key communication channels and building consensus across all levels of business. As a goal-orientated team leader, I am skilled at motivating and training multi-faceted teams to accomplish marketing and branding objectives. Furthermore, I am a powerful motivator who has spoken at an array of global marketing conferences, including the Digital Branding Summit, Content Marketing World 2017, CMA Digital Breakfast, Summit on Content Marketing, Festival of Marketing.

contently

Contently is a technology company that helps brands create great content at scale. We provide enterprise companies with smart technology, content marketing expertise, and vetted creative talent—journalists, photographers, designers, videographers, and all things in between. We are a software business built by content creators, and both our products and our philosophy reflect this. That’s why we count some of the best content marketing brands in the world as our clients. We’re the #1 content marketing platform according to Digiday, #100 on the 2015 Inc. 5000 list of America’s fastest-growing companies, and #29 on Deloitte’s Technology Fast 500™ list of the fastest-growing technology companies in North America. Entrepreneur magazine named us one of the best entrepreneurial companies in America in 2015, and Crain’s named us one of the best places to work in New York City. We also recently received an ASJA award for investigative reporting. We were founded in New York City in 2010 by Joe Coleman, Shane Snow, and David T. Goldberg. We now also have offices in London and San Francisco.

The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.

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