The Modern Content Challenge - Charlie Bell, Contentful

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Why today’s customer experience demands more from the modern marketer.

Marketing

The Modern
Content Challenge
MASTER
CLASS
Charlie Bell
SENIOR DIRECTOR SOLUTION
ENGINEERING EMEA
CONTENTFUL
DUBAI, UAE ~ OCTOBER 10 - 11, 2023
DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast
DIGIMARCONDUBAI.AE | #DigiMarConDubai

© 2023 Contentful
The Modern
Content Challenge

© 2023 Contentful
A bit about me…
Charlie Bell
● Senior Director of Solution Engineering.
● Contentful EMEA Executive Leadership.
● 25 years in web technology, mostly CMS.
● 15 years working with a (now) legacy vendor.
● 1 year with Contentful.
/in/crbuk

© 2023 Contentful
“The Content Management
Problem Has Been Solved”

© 2023 Contentful
Click to replace image
A Brief History of the Monolith
CMS

© 2023 Contentful
1997-2001
1997 1997 2000 2000 2001
EpiServer CMS
launches
NCompass Labs
launch
ActiveEnterprise
(later Microsoft
MCMS)
Day Software
launches
“Communique”
(CQ) CMS
Sitecore
launches it’s own
CMS
Drupal
goes open
source

© 2023 Contentful
Agency/in-house “roll
your own” to allow
faster throughput of
websites.
The spin-out
commercial off the
shelf product.
The Three Phases of the Monolith
The piling on of
features to
differentiate in the
market.

© 2023 Contentful
A Linear View of Content
Legacy CMS
Images
Text
Documents
Layouts
Everything In Web Pages Out
…add an API and call it “Hybrid Headless”

© 2023 Contentful
What is content?
Web Page Hero Banner
Product Images Product Description
FAQ
Time Sensitive Offer
Loyalty Programme Push Notifications
Shopping Basket Summary
Pickup Barcode
Videos
Live Stock
Returns Information
Privacy Policy
Mobile App Content
Order Confirmation
PDF
Store Details
Sizing Chart
Promo Banner

© 2023 Contentful
Today’s content exists
in a supply chain.
Video
Event Information
Web copy
Images

© 2023 Contentful
Connect through Content Orchestration
ROI:
Rate of
Innovation

© 2023 Contentful
Click to replace image
What makes
a story?

© 2022 Contentful
- “We always look for ways to weave content and commerce together in a
way that tells the story of our products, ensure pages load quickly, and
that they're easy to navigate. We want our customers to shop smoothly
and seamlessly.”
— Ben Bodien
Technology Director
Rapha
SOLUTION: AGILE ECOMMERCE
CONTENTFUL CASE STUDY SHOWCASE

© 2023 Contentful
Ikea experienced a 300% increase in
basket size after recreating their
physical showroom online

© 2023 Contentful
Click to replace image
What will be the role of AI?

© 2022 Contentful
1
The AI world is currently full of solutions looking for problems to solve.
2
No amount of AI will solve the creation to publication bottleneck.
3
Products with AI as their core offering could see legal challenges
and limitations.*
Three AI Hard Reality Checks
*https://mitsloan.mit.edu/ideas-made-to-matter/legal-issues-presented-generative-ai
*https://www.theguardian.com/technology/2023/sep/01/the-guardian-blocks-chatgpt-owner-openai-from-trawling-its-content

© 2022 Contentful
1
AI will make the mundane easy - like SEO keywords, image tagging, and others.
2
A streamlined AI content production and optimization process will be the new
benchmark.
3
Being more human will amplify AI’s contribution to the user experience.
Three AI Opportunities

© 2023 Contentful
Does your content exist in
a supply chain?
Video
Event Information
Web copy
Images

The Modern Content Challenge - Charlie Bell, Contentful

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The Modern Content Challenge - Charlie Bell, Contentful

1. The Modern Content Challenge MASTER CLASS Charlie Bell SENIOR DIRECTOR SOLUTION ENGINEERING EMEA CONTENTFUL DUBAI, UAE ~ OCTOBER 10 - 11, 2023 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast DIGIMARCONDUBAI.AE | #DigiMarConDubai

4. © 2023 Contentful A bit about me… Charlie Bell ● Senior Director of Solution Engineering. ● Contentful EMEA Executive Leadership. ● 25 years in web technology, mostly CMS. ● 15 years working with a (now) legacy vendor. ● 1 year with Contentful. /in/crbuk

7. © 2023 Contentful 1997-2001 1997 1997 2000 2000 2001 EpiServer CMS launches NCompass Labs launch ActiveEnterprise (later Microsoft MCMS) Day Software launches “Communique” (CQ) CMS Sitecore launches it’s own CMS Drupal goes open source

8. © 2023 Contentful Agency/in-house “roll your own” to allow faster throughput of websites. The spin-out commercial off the shelf product. The Three Phases of the Monolith The piling on of features to differentiate in the market.

10. © 2023 Contentful What is content? Web Page Hero Banner Product Images Product Description FAQ Time Sensitive Offer Loyalty Programme Push Notifications Shopping Basket Summary Pickup Barcode Videos Live Stock Returns Information Privacy Policy Mobile App Content Order Confirmation PDF Store Details Sizing Chart Promo Banner

17. © 2022 Contentful - “We always look for ways to weave content and commerce together in a way that tells the story of our products, ensure pages load quickly, and that they're easy to navigate. We want our customers to shop smoothly and seamlessly.” — Ben Bodien Technology Director Rapha SOLUTION: AGILE ECOMMERCE CONTENTFUL CASE STUDY SHOWCASE

20. © 2022 Contentful 1 The AI world is currently full of solutions looking for problems to solve. 2 No amount of AI will solve the creation to publication bottleneck. 3 Products with AI as their core offering could see legal challenges and limitations.* Three AI Hard Reality Checks *https://mitsloan.mit.edu/ideas-made-to-matter/legal-issues-presented-generative-ai *https://www.theguardian.com/technology/2023/sep/01/the-guardian-blocks-chatgpt-owner-openai-from-trawling-its-content

21. © 2022 Contentful 1 AI will make the mundane easy - like SEO keywords, image tagging, and others. 2 A streamlined AI content production and optimization process will be the new benchmark. 3 Being more human will amplify AI’s contribution to the user experience. Three AI Opportunities

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