why content for the enterprise?

WHY CONTENT FOR THE ENTERPRISE?

NYC Content Strategy Meet Up Group

2/23/2016

KEVIN P NICHOLS @kpnichols

Agenda

■ Introduction

■ Why do you need an enterprise content strategy?

■ Considerations for success

■ Conclusion

■ Bonus Content!!!

22/23/2016 | @kpnichols | Why Content for the Enterprise?

Introduction

Introductions

Kevin P Nichols@kpnichols

■ Author, Team Builder, Thought Leader

■ Expert in Enterprise Content Strategy, Personalization and Omnichannel

■ Former Global Practice Lead, Content Strategy, SapientNitro

■ 22 Years experience in the UX and Digital worlds

■ Co-Founder AvenueCX & Executive Director, Experience

■ Authored: Enterprise Content Strategy: A Project Guide, Coauthor, UX for Dummies

■ Leader for Content Strategy Alliance Best Practices Initiative

■ Recent Workshops:

■ Intelligent Content for Multichannel Publishing

■ Performance Driven Content

■ Omnichannel Content Strategy

Why Enterprise Content Strategy?

Image source: https://upload.wikimedia.org/wikipedia/commons/2/2f/Steve_McQueen_Virginia_Gregg_Wanted_Dead_or_Alive_1959.JPG

It’s not easy…You will hear:

Let’s just focus on the web or ____ channel, we will deal with the other stuff later.

“Enterprise” is infrastructure, we need innovative content solutions. Let’s focus on those.

Let’s clean up end user experience and deal with nuts and bolts later.

It’s too expensive.

Our business units will never do it.

First ask: what happens

without an enterprise focus on

content?

1. Content cannot facilitate seamless consumer experiences.

Content exists as a complex ecosystem. Fragmented experiences fail to recognize a holistic consumer’s experience with a brand.

Image source: https://en.wikipedia.org/wiki/The_Shop_Around_the_Corner#/media/File:Shop-Around-the-Corner.jpg

2. A fragmented content focus won’t support necessary evolution. Digital transformation requires an uniform strategy.

Successful channels adhere to a larger strategy that informs a brand’s story and delivers its promise. Whereas singular channel focusses provide broken content experiences.

Image source: File:Charlton Heston as Antony in Julius Caesar, B&W image by Chalmers Butterfield.jpghttps://en.wikipedia.org/wiki/History_of_film#/media/File:Charlton_Heston_as_Antony_in_Julius_Caesar,_B%26W_image_by_Chalmers_Butterfield.jpg

3. Consumer needs are lost due to silo’d channel experience.

Consumers expect more and more from content they interact with in each channel. Brands that don’t respond to this expectation will be left behind.

Image source: Image source http://www.ourwelwyngardencity.org.uk/images/uploaded/scaled/silos_7.jpg

4. Content strategy is treated like a campaign.

Content with a sole, singular focus—for the web, for a channel, for a campaign—is wasting a lot of time, effort and money, these experiences fail and lose consumers.

Image source: https://en.wikipedia.org/wiki/Silent_film#/media/File:Safetylast-1.jpg

5. It all ends in tears.

It’s also probably not the brightest idea. And tantamount to creating a visual style guide without a brand identity or brand strategy in place.

Image source: https://en.wikipedia.org/wiki/Silent_film#/media/File:Safetylast-1.jpg

So what?

But, Mr. Nichols, you still have not answered: WHY enterprise content strategy?

And please don’t tell us that it gets the right content to the right user at the right time, we know that already…

Image source: https://en.wikipedia.org/wiki/Twenty_Questions#/media/File:20_questions_1954.JPG

1. It’s the ONLY approach that sets up and positions ALL content within an organization for success.

Ensuring a seamless consumer experience each step of the way.

2. Tracks the consumer at each touchpoint & delivers the most important content at each.

When consumers don’t have their needs met, they leave an experience, dissatisfied and hungry for something else.

They will go elsewhere.

Image source: https://commons.wikimedia.org/wiki/File:Althea_Gibson_NYWTS.jpg

3. Relies on performance as a driving factor in all content decisions.

A performance-driven model allows for the ongoing success of content regardless of its type, format or channel presence.

Image source: https://commons.wikimedia.org/wiki/File:Althea_Gibson_NYWTS.jpg

Image source:https://en.wikipedia.org/wiki/Jesse_Owens#/media/File:Jesse_Owens3.jpg

4. Increases profits, decreases costs, pleases employees and consumers…it’s a win-win.

Brands that position content as its own domain, or make an investment in setting up an operational model to support a holistic focus are emerging as leaders. (more about this shortly)

5. Positions all content as a business asset worthy of governance.

Unified and holistic content governance, allows you to control all of your content. It can result in a seamless consumer experience every time the engage with your brand.

And now [drumroll…] a

definition that speaks to us

Enterprise content strategy: A commitment to position all organizational content for success so it can evolve

every consumer relationship with the brand. – Kevin P Nichols

Key Points for a Successful

Content Strategy

■ The consumer is always first (aka user-first approach)

■ Consumer experience is cross channel – so must the strategy to support it

■ Operations and governance must feed consumer need and external realties

■ Performance is everything

■ Current content experiences require holistic approach

Five key takeaways.

■ Operations and governance must feed consumer need and external realities

Source: http://tech.co/mobile-first-consumer-first-company-video-2015-03

Be consumer-first. Don’t necessarily be mobile-first; if web is better…go web, but really think about…the user:

how do I make this person’s life awesome? – Eric Conwell, Managing Partner at Keynote Capital

Image source:https://en.wikipedia.org/wiki/Jesse_Owens#/media/File:Jesse_Owens3.jpg

The world is changing.

Forrester states that since 2010, we are seeing a digital transformation, “the age of the consumer.”

Businesses that succeed during this era “will master…digital consumer experience and digital operational excellence.” –

Forrester, Enhancing the Retail Omnichannel Customer Experience.

Remember, don’t let silo’ed business units trump consumer experience.

Agendas of business silos and industry trends (mobile first) aren’t in the driver’s seat.

User’s requirements and consumer needs drive experiences. Next to business’ goals and objectives, the most important consideration.

Image source: https://en.wikipedia.org/wiki/Batman_%281966_film%29#/media/File:Catwoman_Lee_Meriwether_1966.jpg

Instead of mobile-first, ask: what does my consumer need?

Ignore channel optimization and ignore your profits!

Singles’ Day – 9.3 Billion in sales more than black Friday and cyber Monday combined.

Feature-phones (not smart phones) are most widely used.

Traditional mobile-first strategy ignores many types of mobile devices.

Put your consumer at the center of all content decisions. Learn from omnichannel best practices.

A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created by Tyco.

Source: http://www.businesswire.com/news/home/20140915005587/en/Macy%E2%80%99s-Outlines-Developments-Omnichannel-Strategy-Technology

Our goal remains to help our customers shop whenever, wherever and however they prefer, and to use the entire inventory of the company to satisfy demand…They are

at the center of all our decisions.

– Terry J. Lundgren, Macy’s, Inc. Chairman and Chief Executive Officer

Consumers are creating their own cross-channel paths.

73% of marketers rate the impact of cross-channel interactions on conversion as ‘major’

58% state cross channel engagement as improving retention

55% state cross channel ensures advocacy

Source: Paraphrased from Christopher Ratcliff’s summary of Econsultancy’s Cross-Channel Marketing Report 2015: https://econsultancy.com/blog/66963-four-key-takeaways-from-our-cross-channel-marketing-report-2015/

Image source: https://en.wikipedia.org/wiki/Niagara_Falls_Suspension_Bridge#/media/File:Signorina_Maria_Spelterina_in_her_high_rope_performance_%28left_view%29.jpg

Customer lifecycle requires journey mapping before content needs can be determined…

Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com

Anonymous

Biz strategy & personas, user-states, user journeys, etc. determine content for each channel.

Anonymous

Persona User State User Journey Channel Content

Soccer Mom Anonymous Buy a Product – Step

One: searches for

product in Google

Website (Desktop)

Mobile (App)

Product information

in home page

carousel

Soccer Mom Anonymous Buy a Product – Step

Two: clicks on

product in carousel

goes to product

detail

Website (Desktop)

Mobile (App)

Product detail page

Soccer Mom Anonymous But a Product – Step

Three: Add to cart

Website (Desktop)

Mobile (App)

Shopping cart

Source: http://diginomica.com/2015/08/14/omni-channel-is-about-customers-not-channels-at-nordstrom/

While we’ve been pursuing distinct strategies to grow each business, we’re also working to link them together

to provide our customers with a seamless experience. This is important because we know that when

customers engage with us across multiple touch points, their lifetime value and spend increase significantly.

– Blake W. Nordstrom

Gartner: 4.9 billion connected “things" in use in 2015; in 2020, 25 billion connected “things" Source: www.gartner.com/newsroom/id/2905717

“54% cite not having a consolidated view across channels as biggest roadblock to a successful cross-channel experience”Source: http://info.gigya.com/LP-Registration_Omni-Channel-Marketing-Strategy_WP.html

Image source: https://www.flickr.com/photos/seattlemunicipalarchives/2680257100

Digital disruption means revisiting entire operational models.

Consumers need, want and hope that channels don’t stand alone, but work together to tell a brand’s story and deliver its promise.

Image source http://www.ourwelwyngardencity.org.uk/images/uploaded/scaled/silos_7.jpg

Internal silos don’t exist in external experience.

Optimized frameworks require strategic rethinking with operational functions crossing channels.

Anonymous

Efforts should include setting up content for success at all customer touchpoints.

Anonymous

Governance should incorporate cross functional areas across the enterprise.

AnonymousGovernance Team

Working Groups

Social Analytics Legal Content TechnologyBrand

Operations Technology Marketing Publishing TaxonomyStrategy

Executive Sponsor

Product

It is clear to me that data is becomingthe key asset of our times. Yet most data is in pretty bad

shape, most companies are not very good at putting their data to work and their organizations are singularly

ill-suited for data. Solving these problems is the management challenge of the 21st century.

– Thomas C Redman

We are living in a performance-driven world.

69% of top company executives plan on increasing their marketing data-driven approachesForbes Insights and Turn: Data Driven and Digitally Savvy: The Rise of the New Marketing Organization Report

74% of marketing executives plan to increase marketing budgets this year for data. Teradata, 2015 Global Data-Driven Marketing Survey

Image source: https://commons.wikimedia.org/wiki/File:Sun_800_tester-001.jpg

Cross channel metrics and tracking the user journey across channels was a key theme at Forrester’s 2015 Marketing Leader’s Forum.

(Note: They’ve produced several reports on it since that time.)

Top 4 Takeaways from the 2015 Forrester Marketing Leader’s Forum by Rachel Eisenhaur

Image source: awm.gov.au/collection/009233

With an emphasis on cross-channel tracking…

Enterprise content performance defines future content priorities.

Anonymou

Content assessment

Any company that’s been around for 160 years has had to innovate.”

– Marcy’s Chief Omni-channel Officer R.B. Harrison

20% companies surveyed use strong omnichannel approach and have 89% customer retention rate, 80% don’t and have 33% retention rate.Source: https://www.internetretailer.com/2013/12/31/why-omnichannel-strategy-matters

Emarketer reports: 46% of customers would purchase more if experiences were personalized.Source: http://www.emarketer.com/Article.aspx?R=1008852&ecid=a6506033675d47f881651943c21c5ed4

Image source: en.wikipedia.org/wiki/Twirling#/media/File:Baton-practice-Manzanar-Adams.jpeg

People reward companies that invest in expected content experiences.

An overarching strategy for content is necessary, all channel, campaigns strategies derive from it…

An overarching strategy defines content intent, goal, objectives, audiences, etc.…

Every channel adheres but offers unique position that complements overarching strategy

Every page type within a channel experience should adhere to similar standards.

Project Brief taken from Content Strategy Alliance’s Free Tools and Templates Handbook.

Omnichannel, personalization, content for cross-channel user journey, cross-channel user tracking all require an enterprise focus for success…

Band-Aids don’t work at this level.

Image source: https://www.flickr.com/photos/seattlemunicipalarchives/2680257100

Focus on experiences content creates across the brand.

Roadmaps for each strategic initiative should cross the enterprise…(E.g., personalization)

Project Brief taken from Content Strategy Alliance’s Free Tools and Templates Handbook.

Launch

[foundation]

1. Identify initial personas and segments to target per channel.

2. Establish the content needed to support each group (what do you want to

serve up to each segment and persona and to what degree?)

3. Establish the rules for serving up content (if User X indicated he or she is Y in

user profile then serve up this content . . .) per channel per user task.

4. Account for taxonomy and controlled vocabularies to enable the experience.

Evolution [9-12 months post launch]

1. Test existing content by running ongoing metrics and audits to see how

consumers interact with the content experience.

2. Identify additional content areas, such as enhanced cross-sell, up-sell.

3. Test assumed customer journeys across channels to verify accuracy and

optimize content performance.

4. Rollout enhanced personalization per channel.

Enrichment[18+ months post launch]

1. Integrate approach across all channels.

2. Continue to create immersive content.

3. Leverage new or emerging technologies and techniques.

4. Optimize per business needs, analytics and consumer trends.

Conclusion

The loser is always a part of the problem; the winner is always a part of the answer. The loser always has an excuse; the winner always has a program. The loser says it may be possible, but it's difficult; the winner says it may be difficult, but it's possible.

– Althea Gibson, First African-American woman to Win Wimbledon in 1957

Let’s look at those fears again...

Let’s just focus on the web or ____ channel, we will deal with the other stuff later.

“Enterprise” is infrastructure, we need innovative content solutions. Let’s focus on those.

Let’s clean up end user experience and deal with nuts and bolts later.

It’s too expensive.

Our business units will never do it.

Brands that succeed understand that it’s not easy.

Standing up content for success means major shifts in the way businesses think about their fundamental strategies.

Putting the consumer first by offering him or her content that does so, requires more than just gesture, in many cases, it’s changing the DNA of operations and strategic focus.

Image source: https://en.wikipedia.org/wiki/Edgar_Bergen#/media/File:Edgar_Bergen_Ellen_Corby_The_Homecoming_Waltons_1974.JPG

But there is huge payoff…

• Happier consumers and retention of them

• Happier employees

• And Happier shareholders and executives.

Contact Information

■ kevin@kevinpnichols.com

■ Web: kevinpnichols.com

■ LinkedIn: www.linkedin.com/in/kevinpnichols

■ Twitter: twitter.com/kpnichols

■ YouTube: www.youtube.com/user/kevinpnichols

Kevin P Nichols

Thank You!

Bonus content and it’s all free

Want the most comprehensive content template resource out there? Content strategy alliance provides it. Free.

Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/

Anonymou

Want to create a performance model? Paula Land and my workshop tells how.

Source: http://www.slideshare.net/kpnichols/the-next-generation-of-content-strategy-a-performancedriven-model-workshop

Anonymou

Want a cross-channel customer journey? Marcia Riefer Johnston tells you how.

Source: http://contentmarketinginstitute.com/2015/11/customer-journey-map-template/

Anonymou

Want to do omnichannel content strategy? Rebecca Schneider and I tell you how.

Source: http://omnichannelcontentstrategy.com/workshops/

Anonymou

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