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GENERATING REVENUE:
THE HIDDEN CONNECTION
BETWEEN CONTENT AND
PRODUCT STRATEGIES
Eeshita Grover
ABOUT THE SPEAKER
Eeshita Grover is an experienced professional of 18+ years with a career equally
divided across leading ...
GENERATING REVENUE: THE HIDDEN
CONNECTION BETWEEN CONTENT
AND PRODUCT STRATEGIES
In our session today, we will discuss:
• ...
ABOUT YOURSELF
Share with us…
• What’s on your mind?
• What brings you here?
PRODUCT STRATEGY
WHAT IS PRODUCT STRATEGY?
• Foundation of the product life-cycle
• Roadmap – the execution plan for product development
• ...
COMPONENTS OF PRODUCT
STRATEGY
Market
Research
Positioning
Target
Market
Competitive
Analysis
• Persona analysis
• User ex...
Product Strategy
Market Research
Target Market
Positioning
Competitive Analysis
Market Strategy
Budget
Metrics
User, Audie...
Product
Strategy
Content
Strategy
User,
Audience
WHEN WE CREATE CONTENT,
IDENTIFICATION OF CONSUMERS IS KEY
IDENTIFYING THE CONSUMER
Persona Analysis
User Experience
Customer Journey
PERSONA ANALYSIS
• Identifying key segments of the product’s consumers
• Provides insight into the user’s motivations and ...
USER EXPERIENCE
• Covers a broad spectrum of the user’s involvement with the product
• Important aspects include:
• User i...
CUSTOMER JOURNEY
Mapping a customer journey illustrates the steps your customer(s) go through
in engaging with your compan...
CUSTOMER JOURNEY
• Questions – What are the uncertainties, jargon, or other issues preventing the
customer from moving to ...
CONTENT STRATEGY
CONTENT – THE ’OTHER’ TANGIBLE
Because content is a tangible asset that accompanies the
product
CONTENT STRATEGY
• Content strategy refers to the planning, development, and management of
content—written or in other med...
COMPONENTS	OF	CONTENT	STRATEGY
• Product/technology subject matter expertise, content expertise
• Product lifecycle, conte...
COMPONENTS	OF	CONTENT	STRATEGY
• Building content as a business asset
• Content plan – includes user content, social media...
CONTENT AUDIT
• Inventory – collection and recording
• Audit – Analysis of content. Categorize content as:
• Maintain – co...
Information
Architecture
•Taxonomy
•Structure
•Metadata
•Reuse
Alignment with
business
processes
•Compliance
•Certificatio...
THE CONSUMER, END USER
TWO TYPES OF CONSUMERS
• Business to business
• Business to customer
DIFFERENT CONTENT NEEDS
Business to Business
• Explicit handle over audience
expertise
• Structured buying
methodologies
•...
DIFFERENT CONTENT NEEDS
Business to Business
• Lower need for customized
content
• Higher potential for content
reuse
• Hi...
CUSTOMIZATION
GENERATING REVENUE
J CUSTOMERS = REVENUE
• Customer expectations vs perception
• Likelihood to recommend to friends
• Customer experience vs ...
CONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating
and distributing valuable, relev...
KPIs OF CONTENT MARKETING
• Page visits
• Dwell time
• Inbound links
• Social media shares
• Cost per click
• Cost per lea...
WHAT’S NEXT?
RECOMMENDED TOOLS
• Hootsuite – Assists in monitoring multiple social media sites
• Crimson Hexagon – Collects social medi...
THANK YOU
Eeshita Grover
egrover@cisco.com
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Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and Product Strategies

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Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and Product Strategies

  1. 1. GENERATING REVENUE: THE HIDDEN CONNECTION BETWEEN CONTENT AND PRODUCT STRATEGIES Eeshita Grover
  2. 2. ABOUT THE SPEAKER Eeshita Grover is an experienced professional of 18+ years with a career equally divided across leading and teaching content creation and delivery teams. Eeshita has been with Cisco for the past 11+ years building and driving innovative content strategies for cutting edge products with an emphasis on delivery for digital portals, mobile web, and video. Eeshita has led content design using DITA for the various content types and their presentation for ease of use. Her passion lies in driving teams to innovative goals and evolving mindsets.
  3. 3. GENERATING REVENUE: THE HIDDEN CONNECTION BETWEEN CONTENT AND PRODUCT STRATEGIES In our session today, we will discuss: • Product strategy and Content Strategy • What ties them together? The consumer, end user • Generating revenue • What’s next?
  4. 4. ABOUT YOURSELF Share with us… • What’s on your mind? • What brings you here?
  5. 5. PRODUCT STRATEGY
  6. 6. WHAT IS PRODUCT STRATEGY? • Foundation of the product life-cycle • Roadmap – the execution plan for product development • Allows the business to zero in on specific target audiences • Draws focus on the product and consumer attributes
  7. 7. COMPONENTS OF PRODUCT STRATEGY Market Research Positioning Target Market Competitive Analysis • Persona analysis • User experience • Customer Journey • Budget • Metrics
  8. 8. Product Strategy Market Research Target Market Positioning Competitive Analysis Market Strategy Budget Metrics User, Audience, Consumer
  9. 9. Product Strategy Content Strategy User, Audience
  10. 10. WHEN WE CREATE CONTENT, IDENTIFICATION OF CONSUMERS IS KEY
  11. 11. IDENTIFYING THE CONSUMER Persona Analysis User Experience Customer Journey
  12. 12. PERSONA ANALYSIS • Identifying key segments of the product’s consumers • Provides insight into the user’s motivations and pain points • Content and personas are aligned with the stages of the buying cycle to help identify the type of content best suited for each situation.
  13. 13. USER EXPERIENCE • Covers a broad spectrum of the user’s involvement with the product • Important aspects include: • User interface design • Support staff • Increasing the product scope in line with user asks
  14. 14. CUSTOMER JOURNEY Mapping a customer journey illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. (www.hbr.org) • Actions – What is the customer doing at each stage? What actions are they taking to move themselves on to the next stage? • Motivations – Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?
  15. 15. CUSTOMER JOURNEY • Questions – What are the uncertainties, jargon, or other issues preventing the customer from moving to the next stage? • Barriers – What structural, process, cost, implementation, or other barriers stand in the way of moving on to the next stage?
  16. 16. CONTENT STRATEGY
  17. 17. CONTENT – THE ’OTHER’ TANGIBLE Because content is a tangible asset that accompanies the product
  18. 18. CONTENT STRATEGY • Content strategy refers to the planning, development, and management of content—written or in other media. (Wikipedia) • Product strategy components that contribute to content strategy are: • Product Roadmaps – provide product direction • Industry Trends – market and industry shifts • Market Share • Competitors – How are they doing content? How can we do that and better? • Customer asks • Age of the product – new product vs. mature product
  19. 19. COMPONENTS OF CONTENT STRATEGY • Product/technology subject matter expertise, content expertise • Product lifecycle, content lifecycle • Major release vs. minor release • First customer sale vs. established product • Product strategy, content strategy • New product vs. mature product • New technology vs. mature technology
  20. 20. COMPONENTS OF CONTENT STRATEGY • Building content as a business asset • Content plan – includes user content, social media strategy, channel content • Identifying key stakeholders • Milestones and deadlines • Tools availability • Creating availability of the content
  21. 21. CONTENT AUDIT • Inventory – collection and recording • Audit – Analysis of content. Categorize content as: • Maintain – content that should be kept as is • Rewrite – needs to be worked on • Archive/Remove • Merge – add to existing content • Gap Analysis • Build consensus and buy-in – ensure that your stakeholders understand your plans and are onboard
  22. 22. Information Architecture •Taxonomy •Structure •Metadata •Reuse Alignment with business processes •Compliance •Certifications Style Consistency •Text •Media Metrics •Customer Sat •Feedback/Social Media •Web Analytics •Cost Subject Matter Sources •Development •Marketing •Sales •Support Content Audit CONTENT AUDIT
  23. 23. THE CONSUMER, END USER
  24. 24. TWO TYPES OF CONSUMERS • Business to business • Business to customer
  25. 25. DIFFERENT CONTENT NEEDS Business to Business • Explicit handle over audience expertise • Structured buying methodologies • Business needs drive rate of adoption Business to Customer • Difficult to define a benchmark for expertise • Life event based buying • Personal needs drive rate of adoption
  26. 26. DIFFERENT CONTENT NEEDS Business to Business • Lower need for customized content • Higher potential for content reuse • High impact of user experience and customer satisfaction Business to Customer • Higher need for customized content • Lower potential for content reuse • High impact of user experience and customer satisfaction
  27. 27. CUSTOMIZATION
  28. 28. GENERATING REVENUE
  29. 29. J CUSTOMERS = REVENUE • Customer expectations vs perception • Likelihood to recommend to friends • Customer experience vs ideal experience • Affective and cognitive satisfaction • Repeat purchase intention • Overall satisfaction
  30. 30. CONTENT MARKETING Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. (Content Marketing Institute)
  31. 31. KPIs OF CONTENT MARKETING • Page visits • Dwell time • Inbound links • Social media shares • Cost per click • Cost per lead • Influence decision makers
  32. 32. WHAT’S NEXT?
  33. 33. RECOMMENDED TOOLS • Hootsuite – Assists in monitoring multiple social media sites • Crimson Hexagon – Collects social media analytics • Clarabridge – Customer experience management • Curata – Content marketing platform to grow leads and revenue
  34. 34. THANK YOU Eeshita Grover egrover@cisco.com

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