You may think you know what it’s like to be in charge of content for a large enterprise, but Carlos Abler will prove you wrong every time. He’s the content czar for 3M, a company that makes way more than Post-It Notes.
His path to content marketing came through theatrical experiences, creating websites and the Smithsonian. And now he is using content to drive culture, but he is also driving content marketing adoption by changing the culture.
One of his major initiatives includes a program called Content to Customer, a toolkit that helps various areas within 3M achieve content excellence while focusing on technology, process, and strategy. "Strategy as a service," as he calls it, has a nice ring to it. He could be onto the next industry trend.
For the past few years, Carlos has been taking this content acceleration framework and applying it across all levels of the organization. Through workshops, visual storytelling and information design, he helps everyone from marketing to sales to customer care anchor themselves around strategically managing the customer experience.
This is a great example of someone who is thinking about content marketing in an entirely new context. It is much bigger that just generating leads. “Content is the blood that flows through all of the organs of the company. It flows through every single touch point that exists between a customer and an organization, including all the various functions, products and applications.”
Content in this context supports customer-centric organizations, drives cross-functional collaboration and really makes everyone think about how they communicate.