Augment your corporate content
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Ever wondered if content can be or should be created by more people then just your marketing department. The answer is year! Think outside the box and include teams such as customer support, training and even field based engineers into your content strategy to let your customers enjoy the depth and breadth of your product knowledge.
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Augment your corporate content
- 1. 1 AUGMENT YOUR CORPORATE CONTENT Not For Distribution. For Training Purposes only. Copyright © 2017 NIKOLETTA VECSEI HARROLD TRANSAMERICA
- 2. 2 •Introduction •Content Strategy •Who? •What? •How? •Why? •Questions AGENDA ITEMS Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 3. WHO AM I? Not For Distribution. For Training Purposes only. Copyright © 2017 3 @NIKSCHEN
- 4. CONTENTPOTLUCK.COM Not For Distribution. For Training Purposes only. Copyright © 2017 4 @NIKSCHEN
- 5. WHO ARE YOU? Let’s learn something about YOU 5Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 6. DO YOU WORK IN …? 6Not For Distribution. For Training Purposes only. Copyright © 2017 Marketing Support Professional Services @NIKSCHEN
- 7. DO YOU WRITE CONTENT? 7Not For Distribution. For Training Purposes only. Copyright © 2017 YES NO I AM NOT SURE @NIKSCHEN
- 8. SO IF YOU THINK… 8Not For Distribution. For Training Purposes only. Copyright © 2017 G – this is a total waste of my time, I am not in Marketing or TechPubs… Stop right there and hang on…. SE’s, Customer Support, Implementation specialists and All are invited! @NIKSCHEN
- 9. 9 LET’S GET TO THE FOUNDATION Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 10. WORKSHEET – PART 1 Not For Distribution. For Training Purposes only. Copyright © 2017 10 @NIKSCHEN WHO?
- 11. CURRENT CONTENT OUTLETS? • Knowledge Library (firewall protection?) • Support/ Help Center • GitHub • Website/ Blog • Social Media • Community? 11Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 12. WHO OWNS CONTENT? 12Not For Distribution. For Training Purposes only. Copyright © 2017 Traditional Content Developers Digital & Product Marketing Information Development Product Management Training Knowledge Base Authors Broaden the scope: Professional Services Customer Service Sales Engineers Evangelists Engineers @NIKSCHEN
- 13. WHO OWNS CONTENT? 13Not For Distribution. For Training Purposes only. Copyright © 2017 EVERYONE @NIKSCHEN
- 14. WORKSHEET – PART 2 Not For Distribution. For Training Purposes only. Copyright © 2017 14 @NIKSCHEN WHAT?
- 15. WHAT QUALIFIES AS CONTENT? • What are your ideas? • Let’s share them in a group 15Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 16. WHAT QUALIFIES AS CONTENT? • White papers • How to videos (created on your phone) • Blog posts • Tips/ Tricks • Support tool kits • Community comments/ replies • Social media posts 16Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 17. 5 IDEAS TO GET YOU STARTED • Mine your support queues • Ask Me Anything • Surveys/polls • Keyword search reports • Listen to what community members are asking about 17Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 18. WORKSHEET – PART 3 Not For Distribution. For Training Purposes only. Copyright © 2017 18 @NIKSCHEN HOW?
- 19. WELCOME TO Not For Distribution. For Training Purposes only. Copyright © 2017 19 @NIKSCHEN CONTENT POTLUCK
- 20. FIND YOUR CHAMPIONS • Inventory current content owners • Identify groups that have rich insights • Who is passionate about customer experience? • Identify barriers to entry 20Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 21. OR FIND YOUR MARKETING TEAM AND TELL THEM ABOUT CONTENT POTLUCK AND LET THEM DO THE HARD WORK 21Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 22. WORKSHEET – PART 4 Not For Distribution. For Training Purposes only. Copyright © 2017 22 @NIKSCHEN WHY?/ RESULTS
- 23. GAINS FOR YOUR CUSTOMER • Real world, trusted content • Diverse points of view • Networking and career growth • Rich variety of content types • Platform to co-create • Caveat: clearly mark corporate content. 23Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 24. GAINS FOR YOUR COMPANY • Grow content audience, community membership. • Real-time feedback • Sentiment analysis • Gap and depth analysis • Avoid duplication, build consistency • Content investment ROI 24Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 25. RESULTS Not For Distribution. For Training Purposes only. Copyright © 2017 25 @NIKSCHEN
- 26. 26 TECHNICAL BLOG Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN 50 Marketing video (view count in 30 days) 7,000 SE written blog post (view count in 30 days)* Writing non-official, yet technical content
- 27. 27 SUPPORT TICKET DRIVEN Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN Mining your own support queue data Find relevant/ easy to deflect cases and turn them into How-to videos or blog posts 1,100 views 7 comments HOW- TO VIDEO 12,000 views 18 comments BLOG POST
- 28. 28 SOCIAL REPURPOSING Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN Hacker How To Series Top performing content types: • Community discussions • Technical blog articles 5.3 AVERAGE ENGAGEMENT PER TWEET 250% ~ENGAGEMENT PER TWEET INCREASED BY
- 29. 29 • HTML based content curation by topic • Cross departmental collaboration on product launch content • Removing firewall access COLLABORATION @NIKSCHEN Not For Distribution. For Training Purposes only. Copyright © 2017
- 30. 30 • HTML based content (free of login) @NIKSCHEN Not For Distribution. For Training Purposes only. Copyright © 2017 8,900 HTML LIFETIME (VIEWS) 110 PDF/ PRINT COMMUNITY PUBLICATION
- 31. 31 QUESTIONS? Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
- 32. 32 Add proper audience disclosure here. THANK YOU! Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
Editor's Notes
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- I write a lot about my adventures as a community manager or now strategist, and even though I am right now not involved in a support community, I always find ways to contribute and enhance customer service experiences. But here is the big thing. No matter how much difference you provide to the customer. Your work will be cut if you can’t provide a high level view and factual data to the leading command chain about the importance or impact of your work. And that is where ROI calculations become so important. You may be actually doing the ONE thing that keeps your customers sane, but if it can’t be “monetized” or measured…. You will not have the support to do it or you will even face consequences such as job loss or loss of executive support. Let’s not go there, when we actually have a real chance to express your effort’s value today.
- A methodology to bring all content creates together and discuss and plan the new content calendar together to avoid duplication, exhaustion and silod workstreems. And a little food never hurts anyone.
- *https://community.emc.com/community/products/isilon/blog/2014/10/22/splunk-and-isilon-big-data-lakes-filled-with-mgd