Sirius Content Revolution

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Sirius Content Revolution

  1. 1. B-to-B Content: The Revolution Is NowMarisa Kopec Erin EstepVP and Group Director Service Director, SCM9 May 2013
  2. 2. © Copyright SiriusDecisions.All Rights Protected and Reserved.B-to-B Content Supply Chains Are Broken2SiriusPerspective: We estimate that 60 percent to 70 percent of contentproduced by b-to-b marketing goes unused, sitting on portal shelves.Content About What We Want to SellSupplyContent to Fuel ConversationsDemand
  3. 3. © Copyright SiriusDecisions.All Rights Protected and Reserved.Executive Summary•  Key issues–  Organizations are struggling with a content conundrum – too muchdemand, not enough supply–  The evolved marketing factory must be engineered to produce content tofuel inbound and outbound marketing–  Leading organizations are figuring out how to optimize their contentprocess to reduce waste and improve product quality•  What you will walk away with–  A revolutionized organizational content process framework–  Details on the roles and best practices required for change–  A view into how a content operations role leads the revolution3
  4. 4. © Copyright SiriusDecisions.All Rights Protected and Reserved. 4Polling Question•  How optimized is your organization’s content process?–  Dark ages: We reactively create content, don’t measure itand have a fragmented and redundant content process–  Age of enlightenment: We are becoming conscious that ourcontent process is broken, and as a result have begun toquestion the established order–  Revolutionized: We have transformed our content process; itis highly optimized
  5. 5. The Revolutionized Content FactoryAn evolved perspective on content strategy
  6. 6. © Copyright SiriusDecisions.All Rights Protected and Reserved. 6The SiriusDecisions Content ModelIdeationActivationCurationSiriusPerspective: The new paradigm requires a proactive, thorough andrational decisionmaking framework to guide new content creation.•  Which audiences are we trying to connect with?•  Which decisionmaking inflection point are we trying to enable?•  What is the information required to facilitate the desired decision?•  Who are the resources required to create this content?•  Who will need to receive this content in order to activate it?•  How will the core content components be consumed and repurposed?•  How will we ensure the content is effective at achieving its purpose?CURATIONIDEATION ACTIVATIONDesignSalesRequirementsCreative BriefCreativeConceptFormatSelectionRegionalRequirementsMeasureUsageFeedbackWeb AnalyticsA/B TestingCustomizeLanguageCultureAudienceMarketSegmentBuyerPersonasSalesPersonasOriginateContentRequirementTopicSelectionMessagingComponentsInformationArtifactsArchitectCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBlogs/SocialAgencySales PortalWeb SiteMAPBuildThird-PartyGlobalComponentsRegionalComponentsAssembleBrand CheckActivities or ProcessesPrimary Accountability
  7. 7. © Copyright SiriusDecisions.All Rights Protected and Reserved.The B-to-B Content Supply Chain7SiriusPerspective: There are five core functions in the marketing andsales ecosystem that contribute to producing content.PortfolioGo-to-MarketArchitectureSource ofProduct orIndustryKnowledgeSales EnablementSalesRequirementsAssemblesInto SalesPlaysCommunicationsBrandGuidelinesForms RawContentIntoFinished“On-Brand”GoodsCampaignFrameworkDesignContentOffersforBuyersGlobal Campaigns Field MarketingLocalRequirementsTranslatesandLocalizesContent
  8. 8. © Copyright SiriusDecisions.All Rights Protected and Reserved.Portfolio Marketing’s Role in the Factory LineSiriusPerspective: Product, solution, industry and segment marketersare primarily responsible for content origination.8CURATIONIDEATION ACTIVATIONMeasureDesign CustomizeUsageFeedbackSalesRequirementsCreative BriefCreativeConceptWeb AnalyticsFormatSelectionRegionalRequirementsA/B TestingLanguageCultureOriginateAudience ArchitectContentRequirementTopicSelectionMarketSegmentBuyerPersonasMessagingComponentsSalesPersonasInformationArtifactsCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBuildBlogs/SocialAgencySales PortalWeb SiteMAPThird-PartyGlobalComponentsRegionalComponentsAssembleBrand CheckActivities or ProcessesPrimary Accountability•  The offering, strategy and interlock discipline•  There is more than one way to go to market – product,service, solution, audience or segment•  Global campaigns and programs need content offersbased on buyer needs and issues•  Moving toward persona- and solution-based portfoliomarketing requires a different way of creating content
  9. 9. © Copyright SiriusDecisions.All Rights Protected and Reserved.Portfolio Marketing’s Role in the Factory LineSiriusPerspective: Product, solution, industry and segment marketersare primarily responsible for content origination.9CURATIONIDEATION ACTIVATIONMeasureDesign CustomizeUsageFeedbackSalesRequirementsCreative BriefCreativeConceptWeb AnalyticsFormatSelectionRegionalRequirementsA/B TestingLanguageCultureOriginateAudience ArchitectContentRequirementTopicSelectionMarketSegmentBuyerPersonasMessagingComponentsSalesPersonasInformationArtifactsCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBuildBlogs/SocialAgencySales PortalWeb SiteMAPThird-PartyGlobalComponentsRegionalComponentsAssembleBrand CheckActivities or ProcessesPrimary Accountability
  10. 10. © Copyright SiriusDecisions.All Rights Protected and Reserved.SiriusPerspective: Best-in-class content factories have two types of contentcoming off the conveyor belt: product-centric and audience-centric.Best Practice: Shift to Supply Inbound and Audience10
  11. 11. © Copyright SiriusDecisions.All Rights Protected and Reserved.SiriusPerspective: Best-in-class content factories have two types of contentcoming off the conveyor belt: product-centric and audience-centric.Best Practice: Shift to Supply Inbound and Audience11PRODUCT-CENTRICCapabilitiesOfferingCapability
  12. 12. © Copyright SiriusDecisions.All Rights Protected and Reserved.SiriusPerspective: Best-in-class content factories have two types of contentcoming off the conveyor belt: product-centric and audience-centric.Best Practice: Shift to Supply Inbound and Audience12PRODUCT-CENTRICCapabilitiesOfferingCapabilityPERSONA-CENTRICBuyerPersonaTopicPersona
  13. 13. © Copyright SiriusDecisions.All Rights Protected and Reserved.SiriusPerspective: Best-in-class content factories have two types of contentcoming off the conveyor belt: product-centric and audience-centric.Best Practice: Shift to Supply Inbound and Audience13PRODUCT-CENTRICCapabilitiesOfferingCapabilityPERSONA-CENTRICBuyerPersonaTopicPersona
  14. 14. © Copyright SiriusDecisions.All Rights Protected and Reserved.SiriusPerspective: Best-in-class content factories have two types of contentcoming off the conveyor belt: product-centric and audience-centric.Best Practice: Shift to Supply Inbound and Audience14PRODUCT-CENTRICCapabilitiesOfferingCapabilityPERSONA-CENTRICBuyerPersonaTopicPersona
  15. 15. © Copyright SiriusDecisions.All Rights Protected and Reserved.SiriusPerspective: Best-in-class content factories have two types of contentcoming off the conveyor belt: product-centric and audience-centric.Best Practice: Shift to Supply Inbound and Audience15PRODUCT-CENTRICCapabilitiesOfferingCapabilityPERSONA-CENTRICBuyerPersonaTopicPersonaProductLaunchInboundMarketingMarket SegmentBuying Center Buying CenterBuyer Need Buyer NeedOffering OfferingCapabilities and Benefits Capabilities and BenefitsSolution ContentPERSONA-BASEDEducation Solution Selection EngagementMarket SegmentBuying Center Buying CenterBuyer Need Buyer NeedTopic ContentEducation Solution Selection EngagementPRODUCT-BASEDBuyerPersonaBuyerPersonaTopics ListTopics ListBuyerPersonaBuyerPersonaTopics ListTopics ListInitiative orChallengeInitiative orChallengeInitiative orChallengeInitiative orChallenge+Preference-Based AssetsMenu-Based Assets
  16. 16. © Copyright SiriusDecisions.All Rights Protected and Reserved.Global Campaigns and Programs’ Role in the Factory Line16SiriusPerspective: Global campaigns and programs are responsible forensuring content offers align to buyers and buying cycle stages.CURATIONIDEATION ACTIVATIONMeasureDesign CustomizeUsageFeedbackSalesRequirementsCreative BriefCreativeConceptWeb AnalyticsFormatSelectionRegionalRequirementsA/B TestingLanguageCultureOriginateAudience ArchitectContentRequirementTopicSelectionMarketSegmentBuyerPersonasMessagingComponentsSalesPersonasInformationArtifactsCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBuildBlogs/SocialAgencySales PortalWeb SiteMAPThird-PartyGlobalComponentsRegionalComponentsAssembleBrand CheckActivities or ProcessesPrimary Accountability•  The discipline that creates and enables demand creation•  Create a holistic view of all demand sources to gainleverage through shared program execution capabilities•  Focus on content strategy, assembly and repurposingacross inbound, outbound and sales-driven demandCURATIONIDEATION ACTIVATIONMeasureDesign CustomizeUsageFeedbackSalesRequirementsCreative BriefCreativeConceptWeb AnalyticsFormatSelectionRegionalRequirementsA/B TestingLanguageCultureOriginateAudience ArchitectContentRequirementTopicSelectionMarketSegmentBuyerPersonasMessagingComponentsSalesPersonasInformationArtifactsCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBuildBlogs/SocialAgencySales PortalWeb SiteMAPThird-PartyGlobalComponentsRegionalComponentsAssembleBrand CheckActivities or ProcessesPrimary Accountability
  17. 17. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content ArchitectureSiriusPerspective: Content requirements are defined after figuring outhow to align content to knowledge inflection points of the audience.17
  18. 18. © Copyright SiriusDecisions.All Rights Protected and Reserved.BuyersContent Requirements by PersonaBusiness ValueSolution FitExamplesIssue MappingDemonstrationStoriesBusiness IssuesPersona TopicsCustomer NeedsTriggersCompetitive ComparisonTestimonialsSME InsightsValue ActualizationDifferentiationReferencesOnboardingCommunityValue ReviewSellersBest Practice: Content ArchitectureBUYING PROCESS:DECISION STAGESVendorSelectionSolutionEducationEngagementProposeQualifyCloseRetainGrowSALES PROCESS:WORKFLOW STAGESSiriusPerspective: Content requirements are defined after figuring outhow to align content to knowledge inflection points of the audience.18
  19. 19. © Copyright SiriusDecisions.All Rights Protected and Reserved.BuyersContent Requirements by PersonaBusiness ValueSolution FitExamplesIssue MappingDemonstrationStoriesBusiness IssuesPersona TopicsCustomer NeedsTriggersCompetitive ComparisonTestimonialsSME InsightsValue ActualizationDifferentiationReferencesOnboardingCommunityValue ReviewSellersBest Practice: Content ArchitectureBUYING PROCESS:DECISION STAGESVendorSelectionSolutionEducationEngagementProposeQualifyCloseRetainGrowSALES PROCESS:WORKFLOW STAGESSiriusPerspective: Content requirements are defined after figuring outhow to align content to knowledge inflection points of the audience.19
  20. 20. © Copyright SiriusDecisions.All Rights Protected and Reserved.Communications’ Role in the Factory LineSiriusPerspective: Communications is primarily responsible for bringingorganizational insight to life through content activation.20CURATIONIDEATION ACTIVATIONMeasureDesign CustomizeUsageFeedbackCreative BriefCreativeConceptWeb AnalyticsFormatSelectionA/B TestingLanguageCultureOriginateAudience ArchitectContentRequirementTopicSelectionMarketSegmentBuyerPersonasMessagingComponentsSalesPersonasInformationArtifactsCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBuildBlogs/SocialAgencySales PortalWeb SiteMAPGlobalComponentsRegionalComponentsAssembleSalesRequirementsRegionalRequirementsThird-PartyBrand CheckActivities or ProcessesPrimary Accountability•  The discipline that builds a framework for strategicmarketing positioning that will transform how content ismanaged•  Opportunity not only to be the developer of content, but tocreate operational strategies and frameworks that willenable enterprise content operations•  The way that content is architected and designed today isvery different from how this will be done in the future
  21. 21. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Best practice requires thinking about contentmodularly, with a defined set of attributes acting as a decision framework.21
  22. 22. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Best practice requires thinking about contentmodularly, with a defined set of attributes acting as a decision framework.22
  23. 23. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Best practice requires thinking about contentmodularly, with a defined set of attributes acting as a decision framework.23Content Source
  24. 24. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Best practice requires thinking about contentmodularly, with a defined set of attributes acting as a decision framework.24Content SourceCampaign Theme
  25. 25. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Best practice requires thinking about contentmodularly, with a defined set of attributes acting as a decision framework.25Content SourceCampaign ThemeCreative Concept
  26. 26. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Best practice requires thinking about contentmodularly, with a defined set of attributes acting as a decision framework.26Content SourceCampaign ThemeCreative ConceptTopic/Headline
  27. 27. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Best practice requires thinking about contentmodularly, with a defined set of attributes acting as a decision framework.27Content SourceCampaign ThemeCreative ConceptTopic/HeadlineAsset Type
  28. 28. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Best practice requires thinking about contentmodularly, with a defined set of attributes acting as a decision framework.28Content SourceCampaign ThemeCreative ConceptTopic/HeadlineAsset TypeBrand
  29. 29. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.29
  30. 30. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.30
  31. 31. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.31
  32. 32. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.32
  33. 33. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.33
  34. 34. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.34
  35. 35. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.35
  36. 36. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.36
  37. 37. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Content AnatomySiriusPerspective: Content represents implicit and explicit attributes, allof which should represent conscious, purposeful, informed decisions.37
  38. 38. © Copyright SiriusDecisions.All Rights Protected and Reserved.Sales Enablement’s Role In The Factory LineSiriusPerspective: Sales enablement is responsible for providing salesrequirements and architecture needs (sales methodology) to the factory.38CURATIONIDEATION ACTIVATIONMeasureDesign CustomizeUsageFeedbackSalesRequirementsCreative BriefCreativeConceptWeb AnalyticsFormatSelectionRegionalRequirementsA/B TestingLanguageCultureOriginateAudience ArchitectContentRequirementTopicSelectionMarketSegmentBuyerPersonasMessagingComponentsSalesPersonasInformationArtifactsCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBuildBlogs/SocialAgencySales PortalWeb SiteMAPThird-PartyGlobalComponentsRegionalComponentsAssembleBrand CheckActivities or ProcessesPrimary Accountability•  Provides a key (if not the key) integration role betweenmarketing and sales•  Selling higher and selling solutions require issue-basedcontent•  Supply and demand stressed by need for content thatdoes more than describe the product•  Content must align to sales process
  39. 39. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Persona and Customized Value Content39SiriusPerspective: High-performing reps require persona knowledge andassets as well as tools that customize the business value conversation.
  40. 40. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Persona and Customized Value Content40SiriusPerspective: High-performing reps require persona knowledge andassets as well as tools that customize the business value conversation.
  41. 41. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Persona and Customized Value Content41SiriusPerspective: High-performing reps require persona knowledge andassets as well as tools that customize the business value conversation.Very High-Performing Reps Mediocre-Performing RepsProduct Collateral 1 4Competitive Profiles 2 5Competitive Matrices 3 1Industry Trends Overviews 4 6Product Roadmap 5 8Buyer Persona Insights 6Qualifying Questions 7 2Portfolio Architecture 8 7Value Actualization Tools 9Sales Playbook 10 9
  42. 42. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Persona and Customized Value Content42SiriusPerspective: High-performing reps require persona knowledge andassets as well as tools that customize the business value conversation.Very High-Performing Reps Mediocre-Performing RepsProduct Collateral 1 4Competitive Profiles 2 5Competitive Matrices 3 1Industry Trends Overviews 4 6Product Roadmap 5 8Buyer Persona Insights 6Qualifying Questions 7 2Portfolio Architecture 8 7Value Actualization Tools 9Sales Playbook 10 9Very High-Performing Reps Mediocre-Performing RepsProduct Collateral 1 4Competitive Profiles 2 5Competitive Matrices 3 1Industry Trends Overviews 4 6Product Roadmap 5 8Buyer Persona Insights 6 Not In Top 10Qualifying Questions 7 2Portfolio Architecture 8 7Value Actualization Tools 9Sales Playbook 10 9
  43. 43. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Persona and Customized Value Content43SiriusPerspective: High-performing reps require persona knowledge andassets as well as tools that customize the business value conversation.Very High-Performing Reps Mediocre-Performing RepsProduct Collateral 1 4Competitive Profiles 2 5Competitive Matrices 3 1Industry Trends Overviews 4 6Product Roadmap 5 8Buyer Persona Insights 6Qualifying Questions 7 2Portfolio Architecture 8 7Value Actualization Tools 9Sales Playbook 10 9Very High-Performing Reps Mediocre-Performing RepsProduct Collateral 1 4Competitive Profiles 2 5Competitive Matrices 3 1Industry Trends Overviews 4 6Product Roadmap 5 8Buyer Persona Insights 6 Not In Top 10Qualifying Questions 7 2Portfolio Architecture 8 7Value Actualization Tools 9Sales Playbook 10 9Very High-Performing Reps Mediocre-Performing RepsProduct Collateral 1 4Competitive Profiles 2 5Competitive Matrices 3 1Industry Trends Overviews 4 6Product Roadmap 5 8Buyer Persona Insights 6Qualifying Questions 7 2Portfolio Architecture 8 7Value Actualization Tools 9 Not in Top 10Sales Playbook 10 9
  44. 44. © Copyright SiriusDecisions.All Rights Protected and Reserved. 44Polling Question•  How optimized is your content localization approach?–  Dark ages: We build content assets, ship them to the regionsand don’t follow up, measure or learn; it’s a one-way process–  Age of enlightenment: We realize that local country teamsand regions don’t use the content, or the rework is huge–  Revolutionized: Regional requirements are gathered in thedesign stage of our content process; we create componentsthat are then modified and repurposed in the regions to meetlocal market needs (e.g. timing, translation)
  45. 45. © Copyright SiriusDecisions.All Rights Protected and Reserved.Field Marketing’s Role in the Factory LineSiriusPerspective: Field marketing’s role is to engage local experts andcustomers to feed messaging components and leverage third-party sources.45CURATIONIDEATION ACTIVATIONMeasureDesign CustomizeUsageFeedbackSalesRequirementsCreative BriefCreativeConceptWeb AnalyticsFormatSelectionRegionalRequirementsA/B TestingLanguageCultureOriginateAudience ArchitectContentRequirementTopicSelectionMarketSegmentBuyerPersonasMessagingComponentsSalesPersonasInformationArtifactsCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBuildBlogs/SocialAgencySales PortalWeb SiteMAPThird-PartyGlobalComponentsRegionalComponentsAssembleBrand CheckActivities or ProcessesPrimary Accountability•  Regional and field marketing is the function that curatescontent and adapts it for local market relevance•  Field marketing must be involved upstream in the contentprocess; there should be formal regional requirementsinput•  Field marketing can create content in local factories; theprocess needs to capture this workflow and measure thiscontent
  46. 46. © Copyright SiriusDecisions.All Rights Protected and Reserved.Best Practice: Avoid Local Rework Via Reverse Process46SiriusPerspective: SiriusDecisions reports that at least 20 percent ofcontent is originated in local markets by field or regional marketing.Corporate80%Regional5%Local15%
  47. 47. © Copyright SiriusDecisions.All Rights Protected and Reserved.The Emerging Role of Content OperationsSiriusPerspective: Content operations owns visibility into the end-to-endprocess, acting as a knowledge repository for all contributors.47CURATIONIDEATION ACTIVATIONMeasureDesign CustomizeUsageFeedbackSalesRequirementsCreative BriefCreativeConceptWeb AnalyticsFormatSelectionRegionalRequirementsA/B TestingLanguageCultureOriginateAudience ArchitectContentRequirementTopicSelectionMarketSegmentBuyerPersonasMessagingComponentsSalesPersonasInformationArtifactsCampaignFrameworkBuying CycleSales ProcessDemand TypeDeliverBuildBlogs/SocialAgencySales PortalWeb SiteMAPThird-PartyGlobalComponentsRegionalComponentsAssembleBrand CheckSystems InfrastructureFeedback, Usage and Behavioral Analysis and ReportingProcess Mapping and Socialization
  48. 48. © Copyright SiriusDecisions.All Rights Protected and Reserved.Content Optimization DashboardSiriusPerspective: Use relevant metrics and key performance indicatorsto measure enterprise-wide content operational effectiveness.48Contribution•  Lead Attribution•  Won Deals Attribution•  Referrals•  Form Conversion•  Satisfaction Scores•  Feedback Survey Data•  Content ROIProcess•  Content Pipeline•  Alignment•  On-Time Delivery•  Time to Create•  Repurpose Ratio•  Time to Repurpose•  Language Translation Cost•  Waste/RedundancyUtilization• Consumption by Channel• Consumption by Audience•  Views•  Downloads•  Clickstreams•  Third Party vs. Organic•  Cost per Asset (Outsourced)•  Cost per Asset (Insourced)KPIsMetricsFinancial
  49. 49. © Copyright SiriusDecisions.All Rights Protected and Reserved. 49Action Items•  Marketing–  Beyond a content audit, measure the effectiveness of content andthe overall level of optimization of the content factory–  Rebalance the factory to support demand for inbound•  Sales–  Build clear requirements; articulation of the seller’s needs is criticalso the factory knows what to produce–  Avoid creating redundant processes to what already exists•  Product–  Retool and retrain content creators to support the new contentparadigm (messaging, personas, social)
  50. 50. © Copyright SiriusDecisions.All Rights Protected and Reserved. 50Recommended Reading•  Core Strategy Report: Building a Content Strategy•  Content Curation: The Sirius Perspective•  Conducting a Field Content Collection Week•  Sales Content: It’s Time for an Overhaul•  Solving the Content Creation Conundrum•  Demand Type: Its Impact on Content Strategy•  Building a Persona-Based Content Framework•  The SiriusDecisions Product Messaging Map Framework

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