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Advancing Content Management for Omni-Channel User Experiences by Roland Benedetti

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Roland Benedetti Chief Product and Marketing Officer at eZ Systems presented at re\VISION NYC on December 12, 2016. He spoke about what role content plays in a successful omni-channel user experience strategy. Content is key for digital success, but the reality is content by itself is nothing. We need to connect the right content to the right users and engage them throughout the customer journey in a consistent, meaningful way. In this talk, Roland Benedetti will share ideas on how content management technology can help organizations succeed with their content across channels and he'll also share some pitfalls to avoid.

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Advancing Content Management for Omni-Channel User Experiences by Roland Benedetti

  1. 1. Modern Content Management for Omni-Channel User Experiences reVISION NYC | December 12th 2016
  2. 2. CONTENT IS KING
  3. 3. …really?
  4. 4. …really?
  5. 5. CONTENT IS KING …really?
  6. 6. CONTENT CUSTOMER IS KING
  7. 7. www.ez.no The Power Of Engaging Content
  8. 8. www.ez.no The Power Of Engaging Content
  9. 9. www.ez.no The Power Of Engaging Content ๏ Started 2007 as the “Brotherhood 2.0” videoblog experiment ๏ Transformed into the Vlogbrothers Youtube channel ๏ Launched non-profit campaign “Project for Awesome” ๏ Created the nerdfighter.com website to support their community ๏ In 2013, reach 1M subscribers on the channel ๏ An Evening of Awesome at Carnegie Hall with artist ๏ Google Hangout with president Obama ๏ Nerdfighter Kiva group 48,000 members and loaned $5.3M ๏ Today 2.9M subscribers and 650M views on the channel
  10. 10. www.ez.no Channels for Customer Engagement Which digital channels get the most engagement for your content?
  11. 11. www.ez.no Prevent Breaks Along the Customer Journey
  12. 12. www.ez.no Connecting Content and Users Beyond the Web
  13. 13. www.ez.no The Objectives Of Content ๏ Beyond pure marketing objective of building brand awareness and generating Intention ๏ Across all departments ๏ At all stages of the customer lifecycle ๏ And obviously in all the related channels
  14. 14. The Three Pillars Of Omni-Channel Content Management Initiatives
  15. 15. CONTENT STRATEGY The Three Pillars Of Omni-Channel Content Management Initiatives
  16. 16. CONTENT STRATEGY INFORMATION ARCHITECTURE The Three Pillars Of Omni-Channel Content Management Initiatives
  17. 17. CONTENT STRATEGY CONTENT INFORMATION ARCHITECTURE The Three Pillars Of Omni-Channel Content Management Initiatives
  18. 18. www.ez.no Requirements for your Content Platform? A Channel-neutral Centralized and Structured Content Repository • To structure your content so that it can adapt to different use cases, and different channels • To make sure your content is managed in one single location to insure a consistent customer experience and give you full control and security • To anticipate on any forthcoming needs
  19. 19. www.ez.no Requirements for Your Content Platform Multichannel Content Delivery Capabilities A Channel-neutral Centralized and Structured Content Repository To deliver easily on common channels: • Web, Mobile Web • Social Networks & Content Aggregators • eMail and Apps • Internet of Things
  20. 20. www.ez.no Requirements for Your Content Platform Multichannel Content Delivery Capabilities A Channel-neutral Centralized and Structured Content Repository Intuitive and Efficient Editorial Tools To reach and insure • Editorial productivity & comfort • High quality content • Agility and speed
  21. 21. www.ez.no Requirements for Your Content Platform Multichannel Content Delivery Capabilities A Channel-neutral Centralized and Structured Content Repository Intuitive and Efficient Editorial Tools Scalable Architecture, Open APIs and Ability to Customize and Extend You are in the Software Business now! • Integrate with any system • Build your own digital experience • Constantly innovate
  22. 22. www.ez.no Requirements for Your Content Platform Multichannel Content Delivery Capabilities A Channel-neutral Centralized and Structured Content Repository Intuitive and Efficient Editorial Tools Scalable Architecture, Open APIs and Ability to Customize and Extend
  23. 23. HAPPY END USERS EZPLATFORM EZPLATFORMAPI API REPOSITORY EZSTUDIO DELIVERY CONTENT CREATORS 3RD PARTY APLICATIONS CONTENT AS A SERVICE DEVELOPERS &DESIGNERS BUSINESS LOGIC USER BEHAVIOR Personalisering Analyse Marketing Automation
  24. 24. roland.benedetti@ez.no www.ez.no @rolandbenedetti Thanks

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