Closing the Gap Without Falling Into It: Creating an Ecosystem to Unify Content Strategy Across the Client Journey
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The document outlines the importance of a unified content strategy throughout the client journey, highlighting how technical content significantly influences sales cycles and purchase decisions. It emphasizes understanding the content ecosystem and fostering a culture that supports effective content creation and curation. Key recommendations include assigning leadership, continuous communication, and constant validation of the content strategy.
Closing the Gap Without Falling Into It: Creating an Ecosystem to Unify Content Strategy Across the Client Journey
- 1. @aames • #intelcontent Closing the Gap Without Falling Into It Creating an Ecosystem to Unify Content Strategy Across the Client Journey Andrea L. Ames Enterprise Content Experience Strategist, IBM @aames @aames • #intelcontent • © 2017 IBM
- 2. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent AGENDA ① First, a story… ② Truths about content ③ Unified content strategy to the rescue! ④ Q&A @aames • #intelcontent
- 3. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent 1 Once upon a time… @aames • #intelcontent
- 4. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent EVERYBODY SELLS. WHAT IS OUR IMPACT? @aames • #intelcontent
- 5. @TwitterHandle • #intelcontent@aames • #intelcontent Response Determine the impact of tech content on pre-sales Evaluation Guides High-value, solution-oriented content
- 6. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent 2 Truths about content @aames • #intelcontent
- 7. @TwitterHandle • #intelcontent@aames • #intelcontent
- 8. @TwitterHandle • #intelcontent@aames • #intelcontent Using content encompasses more than 55% of sales cycle time (vs. 21% spent talking to sales people) Source: Marketing Interactions …Buyers, influencers and researchers are not simply consuming content and speeding to decisions. Rather, they are creating distinct sharing circles that curate and circulate content across the decision- making hierarchy. Source: CMO Council & Content ROI Center Using technical content generates more than 50% of viable sales leads. Source: Forbes Using technical content is the 2nd most important pre-sales activity for technology buyers. Source: IDC
- 9. @TwitterHandle • #intelcontent@aames • #intelcontent Technical content accounts for more than 47% of page views on ibm.com Source: IBM Digital Analytics 87% of respondents visiting ibm.com indicate that having high-quality technical content is a major factor in their purchase decision. Source: CIO Digital 32% of new visitors to ibm.com are looking for technical content on ibm.com Source: IBM Digital Analytics 44% of returning visitors to ibm.com are looking for technical content on ibm.com Source: IBM Digital Analytics
- 10. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent 3 Unified content strategy @aames • #intelcontent
- 11. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent Content strategy is king J ① What is it: Key components ② Ecosystem prerequisites ③ Culture gotchas @aames • #intelcontent
- 12. @TwitterHandle • #intelcontent@aames • #intelcontent What is it? Defining and validating the right messages and experience for delivering those messages, including • when and where in the experience the content is delivered • the form, format, presentation, media, etc., of the content
- 13. @TwitterHandle • #intelcontent@aames • #intelcontent What is it? Based on a deep, validated understanding of the "content ecosystem,” which includes • the content consumer (for example, the user of a product) • the delivery context (product-embedded or not, for example) • the business context (product strategy and positioning, competitive situation, business goals, etc.) • the creation context (stakeholders, tools, technologies) • growth (the value and effectiveness of the content to meet user and business needs)
- 14. @TwitterHandle • #intelcontent@aames • #intelcontent What is it? Supported by • a practical and maintainable content creation and curation process • appropriate organizational incentives and professional content creator career development • tools and technologies for authoring, management, analytics, and delivery
- 15. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent ACROSS THE CUSTOMER JOURNEY @aames • #intelcontent
- 16. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent CREATE THE RIGHT ECOSYSTEM @aames • #intelcontent
- 17. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent ACROSS CONTENT CREATION SILOS @aames • #intelcontent
- 18. @TwitterHandle • #intelcontent@aames • #intelcontent Who creates content? How are they incented? Documentation Technical support Training …
- 19. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent WITH MANAGED STAKE- HOLDERS @aames • #intelcontent
- 20. @TwitterHandle • #intelcontent@aames • #intelcontent Who are your stakeholders? How are they “incented?” Customers Executives Sales Other content creation teams …
- 21. @TwitterHandle • #intelcontent@aames • #intelcontent CULTURE THE GOOD, THE BAD, THE UGLY @aames • #intelcontent
- 22. @TwitterHandle • #intelcontent@aames • #intelcontent Tales from the trenches Channel woes Incommunicado across the ”buy gap” “The documentation sucks”
- 23. @TwitterHandle • #intelcontent@aames • #intelcontent The bottom line… 1. Put someone in charge; give them authority 2. Communicate it 3. Write it down; keep it updated 4. Communicate it 5. Validate and measure it constantly; fix it incrementally 6. Communicate it…incessantly
- 24. @TwitterHandle • #intelcontent AGENDA @aames • #intelcontent Q & A @ a a m e s • # i n t e l c o n t e n t ? @aames • #intelcontent
- 25. @aames • #intelcontent Andrea L. Ames Enterprise Content Experience Strategist IBM @ a a m e s • # i n t e l c o n t e n t@aames • #intelcontent