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The Value Proposition of Content Strategy with Anna Schlegel, NetApp

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The Value Proposition of Content Strategy with Anna Schlegel, NetApp

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The NetApp content strategy team is driving a wide-reaching effort to simplify content creation, sharing, delivery, and content management systems reduction. Anna Schlegel will share how her team is leading an enterprise-wide effort to build a more connected content experience at NetApp with sponsorship at the CEO and SVP level across the entire organization.

In this presentation, attendees learn how to design a corporate content strategy, streamline the content ecosystem, obsolete unnecessary content, and formalize content governance. The key to this effort is selling the value proposition such as reduced cost, reduced complexity, and a better customer experience.

Anna will help you understand how to identify key players, navigate internal politics, and set the stage for content strategy success company-wide. You’ll leave knowing how to set the right goals, create teams, develop leaders, and utilize tracking methodologies.

Takeaways:

1) Setting the stage across the whole company for success
2) Identifying key players and navigating internal politics
3) Identifying the right goals, teams, leaders and tracking methodologies

Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.

The NetApp content strategy team is driving a wide-reaching effort to simplify content creation, sharing, delivery, and content management systems reduction. Anna Schlegel will share how her team is leading an enterprise-wide effort to build a more connected content experience at NetApp with sponsorship at the CEO and SVP level across the entire organization.

In this presentation, attendees learn how to design a corporate content strategy, streamline the content ecosystem, obsolete unnecessary content, and formalize content governance. The key to this effort is selling the value proposition such as reduced cost, reduced complexity, and a better customer experience.

Anna will help you understand how to identify key players, navigate internal politics, and set the stage for content strategy success company-wide. You’ll leave knowing how to set the right goals, create teams, develop leaders, and utilize tracking methodologies.

Takeaways:

1) Setting the stage across the whole company for success
2) Identifying key players and navigating internal politics
3) Identifying the right goals, teams, leaders and tracking methodologies

Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.

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The Value Proposition of Content Strategy with Anna Schlegel, NetApp

  1. 1. 1 © 2018 NetApp, Inc. All rights reserved.
  2. 2. The Value Proposition of Content Strategy © 2018 NetApp, Inc. All rights reserved. Anna Schlegel Sr. Director Globalization, Product Portfolio Solutions, and Information Engineering November 2018
  3. 3. Globalization 30,000 ft. view 3 © 2018 NetApp, Inc. All rights reserved.
  4. 4. Enterprise Globalization The Journey to 4 © 2018 NetApp, Inc. All rights reserved.
  5. 5. CFO to CEO 5 © 2018 NetApp, Inc. All rights reserved.
  6. 6. The power of C level mentors and sponsors 6 © 2018 NetApp, Inc. All rights reserved.
  7. 7. 7 © 2018 NetApp, Inc. All rights reserved. NetApp Japan # 1 in Flash Storage
  8. 8. Globalization Maturity Forum Departments NETAPPU • HR • IT • CHANNELS • 3 BUs SALES • LEGAL • PROFESSIONAL SERVICES OPERATIONS • SUPPORT • MARKETING 13 Monthly Forum Meetings12 39 Champions 8 © 2018 NetApp, Inc. All rights reserved. Across NetApp
  9. 9. When you think you have it all figured out 9 © 2018 NetApp, Inc. All rights reserved.
  10. 10. Information Engineering Content Landscape 10 © 2018 NetApp, Inc. All rights reserved.
  11. 11. Information Engineering Globalization 11 © 2018 NetApp, Inc. All rights reserved. +
  12. 12. What We Saw… 12 © 2018 NetApp, Inc. All rights reserved.
  13. 13. Lead Enterprise Content Strategy 13 © 2018 NetApp, Inc. All rights reserved.
  14. 14. 14 © 2018 NetApp, Inc. All rights reserved.
  15. 15. 15 © 2018 NetApp, Inc. All rights reserved. Marketing
  16. 16. Buyer’s Journey From beginning to end 16 © 2018 NetApp, Inc. All rights reserved.
  17. 17. 17 © 2018 NetApp, Inc. All rights reserved. Enterprise Content Strategy Forum Information Technology Technical Marketing Information Engineering Digital Support Legal HRIS Brand Marketing Product Portfolio Solutions Net2 Field Portal Globalization Strategy Digital Marketing NetApp University
  18. 18. Champions 18 © 2018 NetApp, Inc. All rights reserved.
  19. 19. Mapping the future of content at NetApp 19 © 2018 NetApp, Inc. All rights reserved.
  20. 20. 20 © 2018 NetApp, Inc. All rights reserved.
  21. 21. 21 © 2018 NetApp, Inc. All rights reserved.
  22. 22. 8Workgroups seventy-five workgroup members 36 Forum Participants 22 © 2018 NetApp, Inc. All rights reserved. Monthly Forum Meetings 12 The Enterprise Content Strategy Forum Across NetApp Teams17
  23. 23. 23 © 2018 NetApp, Inc. All rights reserved. From strategy to execution Taskforce with 12 sessions to understand Design an enterprise content strategy Develop a measurement framework Design the content management playbook Plan for omni-channel personalization Formalize enterprise content governance Implement a dynamic content model Build out enterprise search capabilities Streamline the CMS ecosystem Create a content maturity model Deliver a content strategy proof of concept
  24. 24. 24 © 2018 NetApp, Inc. All rights reserved.
  25. 25. Anna Schlegel Sr. Director Globalization, Product Portfolio Solutions, and Information Engineering © 2018 NetApp, Inc. All rights reserved. Follow @annapapallona, @NetAppG11N, @NetAppDoc

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