1.
@aames • #intelcontent
Closing the Gap
Without Falling Into It
Creating an Ecosystem to Unify
Content Strategy Across the Client Journey
Andrea L. Ames
Enterprise Content Experience Strategist, IBM
@aames
@aames • #intelcontent • © 2017 IBM

2.
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AGENDA
@aames • #intelcontent
AGENDA
① First, a story…
② Truths about content
③ Unified content strategy to the rescue!
④ Q&A
@aames • #intelcontent

3.
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AGENDA
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1 Once upon a time…
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4.
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AGENDA
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EVERYBODY
SELLS.
WHAT IS OUR
IMPACT?
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5.
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Response
Determine the impact of tech content on pre-sales
Evaluation Guides
High-value, solution-oriented content

6.
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AGENDA
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2 Truths about content
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7.
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8.
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Using content encompasses
more than 55%
of sales cycle time (vs. 21% spent
talking to sales people)
Source: Marketing Interactions
…Buyers, influencers and researchers are
not simply consuming content and speeding
to decisions. Rather, they are creating
distinct sharing circles that curate and
circulate content across the decision-
making hierarchy.
Source: CMO Council & Content ROI Center
Using technical content generates
more than 50%
of viable sales leads.
Source: Forbes
Using technical content is the
2nd most important
pre-sales activity for technology buyers.
Source: IDC

9.
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Technical content accounts for
more than 47%
of page views on ibm.com
Source: IBM Digital Analytics
87% of respondents visiting ibm.com indicate
that having high-quality technical content
is a major factor in their purchase
decision.
Source: CIO Digital
32% of new visitors
to ibm.com are looking for technical
content on ibm.com
Source: IBM Digital Analytics
44% of returning
visitors
to ibm.com are looking for technical
content on ibm.com
Source: IBM Digital Analytics

10.
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AGENDA
@aames • #intelcontent
3 Unified content strategy
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11.
@TwitterHandle • #intelcontent
AGENDA
@aames • #intelcontent
Content strategy is king J
① What is it: Key components
② Ecosystem prerequisites
③ Culture gotchas
@aames • #intelcontent

12.
@TwitterHandle • #intelcontent@aames • #intelcontent
What is it?
Defining and validating the right messages and experience
for delivering those messages, including
• when and where in the experience the content is
delivered
• the form, format, presentation, media, etc., of the content

13.
@TwitterHandle • #intelcontent@aames • #intelcontent
What is it?
Based on a deep, validated understanding of the "content ecosystem,”
which includes
• the content consumer (for example, the user of a product)
• the delivery context (product-embedded or not, for example)
• the business context (product strategy and positioning, competitive
situation, business goals, etc.)
• the creation context (stakeholders, tools, technologies)
• growth (the value and effectiveness of the content to meet user and
business needs)

14.
@TwitterHandle • #intelcontent@aames • #intelcontent
What is it?
Supported by
• a practical and maintainable content creation and
curation process
• appropriate organizational incentives and professional
content creator career development
• tools and technologies for authoring, management,
analytics, and delivery

15.
@TwitterHandle • #intelcontent
AGENDA
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ACROSS
THE
CUSTOMER
JOURNEY
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16.
@TwitterHandle • #intelcontent
AGENDA
@aames • #intelcontent
CREATE
THE
RIGHT
ECOSYSTEM
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17.
@TwitterHandle • #intelcontent
AGENDA
@aames • #intelcontent
ACROSS
CONTENT
CREATION
SILOS
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18.
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Who creates content? How are they incented?
Documentation
Technical support
Training
…

19.
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AGENDA
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WITH
MANAGED
STAKE-
HOLDERS
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20.
@TwitterHandle • #intelcontent@aames • #intelcontent
Who are your stakeholders? How are they “incented?”
Customers
Executives
Sales
Other content creation teams
…

21.
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CULTURE
THE GOOD,
THE BAD,
THE UGLY
@aames • #intelcontent

22.
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Tales from the trenches
Channel woes
Incommunicado across the ”buy gap”
“The documentation sucks”

23.
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The bottom line…
1. Put someone in charge; give them authority
2. Communicate it
3. Write it down; keep it updated
4. Communicate it
5. Validate and measure it constantly; fix it incrementally
6. Communicate it…incessantly

24.
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AGENDA
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Q & A
@ a a m e s • # i n t e l c o n t e n t
? @aames • #intelcontent

25.
@aames • #intelcontent
Andrea L. Ames
Enterprise Content
Experience Strategist
IBM
@ a a m e s • # i n t e l c o n t e n t@aames • #intelcontent