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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. 1 AUGMENT YOUR CORPORATE CONTENT Not For Distribution. For Training Purposes only. Copyright © 2017 NIKOLETTA VECSEI HARROLD TRANSAMERICA
  2. 2. 2 •Introduction •Content Strategy •Who? •What? •How? •Why? •Questions AGENDA ITEMS Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  3. 3. WHO AM I? Not For Distribution. For Training Purposes only. Copyright © 2017 3 @NIKSCHEN
  4. 4. CONTENTPOTLUCK.COM Not For Distribution. For Training Purposes only. Copyright © 2017 4 @NIKSCHEN
  5. 5. WHO ARE YOU? Let’s learn something about YOU 5Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  6. 6. DO YOU WORK IN …? 6Not For Distribution. For Training Purposes only. Copyright © 2017 Marketing Support Professional Services @NIKSCHEN
  7. 7. DO YOU WRITE CONTENT? 7Not For Distribution. For Training Purposes only. Copyright © 2017 YES NO I AM NOT SURE @NIKSCHEN
  8. 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. 9 LET’S GET TO THE FOUNDATION Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  10. 10. WORKSHEET – PART 1 Not For Distribution. For Training Purposes only. Copyright © 2017 10 @NIKSCHEN WHO?
  11. 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. 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. 13. WHO OWNS CONTENT? 13Not For Distribution. For Training Purposes only. Copyright © 2017 EVERYONE @NIKSCHEN
  14. 14. WORKSHEET – PART 2 Not For Distribution. For Training Purposes only. Copyright © 2017 14 @NIKSCHEN WHAT?
  15. 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. 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. 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. 18. WORKSHEET – PART 3 Not For Distribution. For Training Purposes only. Copyright © 2017 18 @NIKSCHEN HOW?
  19. 19. WELCOME TO Not For Distribution. For Training Purposes only. Copyright © 2017 19 @NIKSCHEN CONTENT POTLUCK
  20. 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. 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. 22. WORKSHEET – PART 4 Not For Distribution. For Training Purposes only. Copyright © 2017 22 @NIKSCHEN WHY?/ RESULTS
  23. 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. 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. 25. RESULTS Not For Distribution. For Training Purposes only. Copyright © 2017 25 @NIKSCHEN
  26. 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. 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. 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. 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. 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. 31 QUESTIONS? Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  32. 32. 32 Add proper audience disclosure here. THANK YOU! Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN

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