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Why Content For the Enterprise?

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Why is an enterprise content strategy necessary? You fail your consumers, customers and users without it. This presentation covers what is is, why it is necessary, and provides the latest research in digital trends. You can't have

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Why Content For the Enterprise?

  1. 1. WHY CONTENT FOR THE ENTERPRISE? NYC Content Strategy Meet Up Group 2/23/2016 KEVIN P NICHOLS @kpnichols
  2. 2. Agenda ■ Introduction ■ Why do you need an enterprise content strategy? ■ Considerations for success ■ Conclusion ■ Bonus Content!!! 22/23/2016 | @kpnichols | Why Content for the Enterprise?
  3. 3. Introduction 2/23/2016 | @kpnichols | Why Content for the Enterprise?
  4. 4. Introductions Kevin P Nichols @kpnichols ■ Author, Team Builder, Thought Leader ■ Expert in Enterprise Content Strategy, Personalization and Omnichannel ■ Former Global Practice Lead, Content Strategy, SapientNitro ■ 22 Years experience in the UX and Digital worlds ■ Co-Founder AvenueCX & Executive Director, Experience 4 ■ Authored: Enterprise Content Strategy: A Project Guide, Coauthor, UX for Dummies ■ Leader for Content Strategy Alliance Best Practices Initiative ■ Recent Workshops: ■ Intelligent Content for Multichannel Publishing ■ Performance Driven Content ■ Omnichannel Content Strategy 2/23/2016 | @kpnichols | Why Content for the Enterprise?
  5. 5. Why Enterprise Content Strategy? 2/23/2016 | @kpnichols | Why Content for the Enterprise?
  6. 6. 62/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://upload.wikimedia.org/wikipedia/commons/2/2f/Steve_McQueen_Virginia_Gregg_Wanted_Dead_or_Alive_1959.JPG It’s not easy…You will hear: Let’s just focus on the web or ____ channel, we will deal with the other stuff later. “Enterprise” is infrastructure, we need innovative content solutions. Let’s focus on those. Let’s clean up end user experience and deal with nuts and bolts later. It’s too expensive. Our business units will never do it.
  7. 7. First ask: what happens without an enterprise focus on content? 2/23/2016 | @kpnichols | Why Content for the Enterprise?
  8. 8. 8 1. Content cannot facilitate seamless consumer experiences. Content exists as a complex ecosystem. Fragmented experiences fail to recognize a holistic consumer’s experience with a brand. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/The_Shop_Around_the_Corner#/media/File:Shop-Around-the-Corner.jpg
  9. 9. 9 2. A fragmented content focus won’t support necessary evolution. Digital transformation requires an uniform strategy. Successful channels adhere to a larger strategy that informs a brand’s story and delivers its promise. Whereas singular channel focusses provide broken content experiences. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: File:Charlton Heston as Antony in Julius Caesar, B&W image by Chalmers Butterfield.jpg https://en.wikipedia.org/wiki/History_of_film#/media/File:Charlton_Heston_as_Antony_in_Julius_Caesar,_B%26W_image_by_Cha lmers_Butterfield.jpg
  10. 10. 10 3. Consumer needs are lost due to silo’d channel experience. Consumers expect more and more from content they interact with in each channel. Brands that don’t respond to this expectation will be left behind. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: Image source http://www.ourwelwyngardencity.org.uk/images/uploaded/scaled/silos_7.jpg
  11. 11. 11 4. Content strategy is treated like a campaign. Content with a sole, singular focus—for the web, for a channel, for a campaign—is wasting a lot of time, effort and money, these experiences fail and lose consumers. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/Silent_film#/media/File:Safetylast-1.jpg
  12. 12. 12 5. It all ends in tears. It’s also probably not the brightest idea. And tantamount to creating a visual style guide without a brand identity or brand strategy in place. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/Silent_film#/media/File:Safetylast-1.jpg
  13. 13. So what? 2/23/2016 | @kpnichols | Why Content for the Enterprise?
  14. 14. 14 But, Mr. Nichols, you still have not answered: WHY enterprise content strategy? And please don’t tell us that it gets the right content to the right user at the right time, we know that already… 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/Twenty_Questions#/media/File:20_questions_1954.JPG
  15. 15. 15 1. It’s the ONLY approach that sets up and positions ALL content within an organization for success. Ensuring a seamless consumer experience each step of the way. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/The_Shop_Around_the_Corner#/media/File:Shop-Around-the-Corner.jpg
  16. 16. 16 2. Tracks the consumer at each touchpoint & delivers the most important content at each. When consumers don’t have their needs met, they leave an experience, dissatisfied and hungry for something else. They will go elsewhere. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://commons.wikimedia.org/wiki/File:Althea_Gibson_NYWTS.jpg
  17. 17. 17 3. Relies on performance as a driving factor in all content decisions. A performance-driven model allows for the ongoing success of content regardless of its type, format or channel presence. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://commons.wikimedia.org/wiki/File:Althea_Gibson_NYWTS.jpg
  18. 18. 182/23/2016 | @kpnichols | Why Content for the Enterprise? Image source:https://en.wikipedia.org/wiki/Jesse_Owens#/media/File:Jesse_Owens3.jpg 4. Increases profits, decreases costs, pleases employees and consumers…it’s a win-win. Brands that position content as its own domain, or make an investment in setting up an operational model to support a holistic focus are emerging as leaders. (more about this shortly)
  19. 19. 19 5. Positions all content as a business asset worthy of governance. Unified and holistic content governance, allows you to control all of your content. It can result in a seamless consumer experience every time the engage with your brand. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/The_Shop_Around_the_Corner#/media/File:Shop-Around-the-Corner.jpg
  20. 20. And now [drumroll…] a definition that speaks to us now. 2/23/2016 | @kpnichols | Why Content for the Enterprise?
  21. 21. 212/23/2016 | @kpnichols | Why Content for the Enterprise? Enterprise content strategy: A commitment to position all organizational content for success so it can evolve every consumer relationship with the brand. – Kevin P Nichols
  22. 22. Key Points for a Successful Content Strategy 2/23/2016 | @kpnichols | Why Content for the Enterprise?
  23. 23. ■ The consumer is always first (aka user-first approach) ■ Consumer experience is cross channel – so must the strategy to support it ■ Operations and governance must feed consumer need and external realties ■ Performance is everything ■ Current content experiences require holistic approach 232/23/2016 | @kpnichols | Why Content for the Enterprise? Five key takeaways.
  24. 24. ■ The consumer is always first (aka user-first approach) ■ Consumer experience is cross channel – so must the strategy to support it ■ Operations and governance must feed consumer need and external realities ■ Performance is everything ■ Current content experiences require holistic approach 242/23/2016 | @kpnichols | Why Content for the Enterprise?
  25. 25. 252/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://tech.co/mobile-first-consumer-first-company-video-2015-03 Be consumer-first. Don’t necessarily be mobile-first; if web is better…go web, but really think about…the user: how do I make this person’s life awesome? – Eric Conwell, Managing Partner at Keynote Capital
  26. 26. 262/23/2016 | @kpnichols | Why Content for the Enterprise? Image source:https://en.wikipedia.org/wiki/Jesse_Owens#/media/File:Jesse_Owens3.jpg The world is changing. Forrester states that since 2010, we are seeing a digital transformation, “the age of the consumer.” Businesses that succeed during this era “will master…digital consumer experience and digital operational excellence.” – Forrester, Enhancing the Retail Omnichannel Customer Experience.
  27. 27. 27 Remember, don’t let silo’ed business units trump consumer experience. Agendas of business silos and industry trends (mobile first) aren’t in the driver’s seat. User’s requirements and consumer needs drive experiences. Next to business’ goals and objectives, the most important consideration. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/Batman_%281966_film%29#/media/File:Catwoman_Lee_Meriwether_1966.jpg
  28. 28. 28 Instead of mobile-first, ask: what does my consumer need? Ignore channel optimization and ignore your profits! Singles’ Day – 9.3 Billion in sales more than black Friday and cyber Monday combined. Feature-phones (not smart phones) are most widely used. Traditional mobile-first strategy ignores many types of mobile devices. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/The_Shop_Around_the_Corner#/media/File:Shop-Around-the-Corner.jpg
  29. 29. 29 Put your consumer at the center of all content decisions. Learn from omnichannel best practices. 2/23/2016 | @kpnichols | Why Content for the Enterprise? A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created by Tyco.
  30. 30. ■ The consumer is always first (aka user-first approach) ■ Consumer experience is cross channel – so must the strategy to support it ■ Operations and governance must feed consumer need and external realities ■ Performance is everything ■ Current content experiences require holistic approach 302/23/2016 | @kpnichols | Why Content for the Enterprise?
  31. 31. 312/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://www.businesswire.com/news/home/20140915005587/en/Macy%E2%80%99s-Outlines-Developments- Omnichannel-Strategy-Technology Our goal remains to help our customers shop whenever, wherever and however they prefer, and to use the entire inventory of the company to satisfy demand…They are at the center of all our decisions. –Terry J. Lundgren, Macy’s, Inc. Chairman and Chief Executive Officer
  32. 32. 32 Consumers are creating their own cross-channel paths. 73% of marketers rate the impact of cross-channel interactions on conversion as ‘major’ 58% state cross channel engagement as improving retention 55% state cross channel ensures advocacy Source: Paraphrased from Christopher Ratcliff’s summary of Econsultancy’s Cross- Channel Marketing Report 2015: https://econsultancy.com/blog/66963-four-key- takeaways-from-our-cross-channel-marketing-report-2015/ 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/Niagara_Falls_Suspension_Bridge#/media/File:Signorina_Maria_Spelterina_in_her_high_rope_perfor mance_%28left_view%29.jpg
  33. 33. 33 Customer lifecycle requires journey mapping before content needs can be determined… 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com Anonymous
  34. 34. 34 Biz strategy & personas, user-states, user journeys, etc. determine content for each channel. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com Anonymous Persona User State User Journey Channel Content Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google Website (Desktop) Mobile (App) Product information in home page carousel Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail Website (Desktop) Mobile (App) Product detail page Soccer Mom Anonymous But a Product – Step Three: Add to cart Website (Desktop) Mobile (App) Shopping cart
  35. 35. ■ The consumer is always first (aka user-first approach) ■ Consumer experience is cross channel – so must the strategy to support it ■ Operations and governance must feed consumer need and external realities ■ Performance is everything ■ Current content experiences require holistic approach 352/23/2016 | @kpnichols | Why Content for the Enterprise?
  36. 36. 362/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://diginomica.com/2015/08/14/omni-channel-is-about-customers-not-channels-at-nordstrom/ While we’ve been pursuing distinct strategies to grow each business, we’re also working to link them together to provide our customers with a seamless experience. This is important because we know that when customers engage with us across multiple touch points, their lifetime value and spend increase significantly. – BlakeW. Nordstrom
  37. 37. 37 Gartner: 4.9 billion connected “things" in use in 2015; in 2020, 25 billion connected “things" Source: www.gartner.com/newsroom/id/2905717 “54% cite not having a consolidated view across channels as biggest roadblock to a successful cross-channel experience” Source: http://info.gigya.com/LP-Registration_Omni-Channel-Marketing- Strategy_WP.html 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://www.flickr.com/photos/seattlemunicipalarchives/2680257100 Digital disruption means revisiting entire operational models.
  38. 38. 38 Consumers need, want and hope that channels don’t stand alone, but work together to tell a brand’s story and deliver its promise. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source http://www.ourwelwyngardencity.org.uk/images/uploaded/scaled/silos_7.jpg Internal silos don’t exist in external experience.
  39. 39. 39 Optimized frameworks require strategic rethinking with operational functions crossing channels. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com Anonymous
  40. 40. 40 Efforts should include setting up content for success at all customer touchpoints. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com Anonymous
  41. 41. 41 Governance should incorporate cross functional areas across the enterprise. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com AnonymousGovernance Team Working Groups Social Analytics Legal Content TechnologyBrand Operations Technology Marketing Publishing TaxonomyStrategy Executive Sponsor Product
  42. 42. ■ The consumer is always first (aka user-first approach) ■ Consumer experience is cross channel – so must the strategy to support it ■ Operations and governance must feed consumer need and external realities ■ Performance is everything ■ Current content experiences require holistic approach 422/23/2016 | @kpnichols | Why Content for the Enterprise?
  43. 43. 432/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://diginomica.com/2015/08/14/omni-channel-is-about-customers-not-channels-at-nordstrom/ It is clear to me that data is becoming the key asset of our times.Yet most data is in pretty bad shape, most companies are not very good at putting their data to work and their organizations are singularly ill-suited for data. Solving these problems is the management challenge of the 21st century. – Thomas C Redman
  44. 44. 44 We are living in a performance-driven world. 69% of top company executives plan on increasing their marketing data-driven approaches Forbes Insights and Turn: Data Driven and Digitally Savvy: The Rise of the New Marketing Organization Report 74% of marketing executives plan to increase marketing budgets this year for data. Teradata, 2015 Global Data-Driven Marketing Survey 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://commons.wikimedia.org/wiki/File:Sun_800_tester-001.jpg
  45. 45. 45 Cross channel metrics and tracking the user journey across channels was a key theme at Forrester’s 2015 Marketing Leader’s Forum. (Note: They’ve produced several reports on it since that time.) Top 4 Takeaways from the 2015 Forrester Marketing Leader’s Forum by Rachel Eisenhaur 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: awm.gov.au/collection/009233 With an emphasis on cross-channel tracking…
  46. 46. 46 Enterprise content performance defines future content priorities. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com Anonymou s Anonymou s Content assessment
  47. 47. ■ The consumer is always first (aka user-first approach) ■ Consumer experience is cross channel – so must the strategy to support it ■ Operations and governance must feed consumer need and external realities ■ Performance is everything ■ Current content experiences require holistic approach 472/23/2016 | @kpnichols | Why Content for the Enterprise?
  48. 48. 482/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://diginomica.com/2015/08/14/omni-channel-is-about-customers-not-channels-at-nordstrom/ Any company that’s been around for 160 years has had to innovate.” – Marcy’s Chief Omni-channel Officer R.B. Harrison
  49. 49. 49 20% companies surveyed use strong omnichannel approach and have 89% customer retention rate, 80% don’t and have 33% retention rate. Source: https://www.internetretailer.com/2013/12/31/why-omnichannel-strategy- matters Emarketer reports: 46% of customers would purchase more if experiences were personalized. Source: http://www.emarketer.com/Article.aspx?R=1008852&ecid=a6506033675d47f881651 943c21c5ed4 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: en.wikipedia.org/wiki/Twirling#/media/File:Baton-practice-Manzanar-Adams.jpeg People reward companies that invest in expected content experiences.
  50. 50. 50 An overarching strategy for content is necessary, all channel, campaigns strategies derive from it… An overarching strategy defines content intent, goal, objectives, audiences, etc.… Every channel adheres but offers unique position that complements overarching strategy Every page type within a channel experience should adhere to similar standards. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Project Brief taken from Content Strategy Alliance’s Free Tools and Templates Handbook.
  51. 51. 51 Omnichannel, personalization, content for cross-channel user journey, cross-channel user tracking all require an enterprise focus for success… Band-Aids don’t work at this level. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://www.flickr.com/photos/seattlemunicipalarchives/2680257100 Focus on experiences content creates across the brand.
  52. 52. 52 Roadmaps for each strategic initiative should cross the enterprise…(E.g., personalization) 2/23/2016 | @kpnichols | Why Content for the Enterprise? Project Brief taken from Content Strategy Alliance’s Free Tools and Templates Handbook. Launch [foundation] 1. Identify initial personas and segments to target per channel. 2. Establish the content needed to support each group (what do you want to serve up to each segment and persona and to what degree?) 3. Establish the rules for serving up content (if User X indicated he or she is Y in user profile then serve up this content . . .) per channel per user task. 4. Account for taxonomy and controlled vocabularies to enable the experience. Evolution [9-12 months post launch] 1. Test existing content by running ongoing metrics and audits to see how consumers interact with the content experience. 2. Identify additional content areas, such as enhanced cross-sell, up-sell. 3. Test assumed customer journeys across channels to verify accuracy and optimize content performance. 4. Rollout enhanced personalization per channel. Enrichment [18+ months post launch] 1. Integrate approach across all channels. 2. Continue to create immersive content. 3. Leverage new or emerging technologies and techniques. 4. Optimize per business needs, analytics and consumer trends.
  53. 53. Conclusion 2/23/2016 | @kpnichols | Why Content for the Enterprise?
  54. 54. 542/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://diginomica.com/2015/08/14/omni-channel-is-about-customers-not-channels-at-nordstrom/ The loser is always a part of the problem; the winner is always a part of the answer.The loser always has an excuse; the winner always has a program.The loser says it may be possible, but it's difficult; the winner says it may be difficult, but it's possible. – Althea Gibson, First African-American woman to WinWimbledon in 1957
  55. 55. 552/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://upload.wikimedia.org/wikipedia/commons/2/2f/Steve_McQueen_Virginia_Gregg_Wanted_Dead_or_Alive_1959.JPG Let’s look at those fears again... Let’s just focus on the web or ____ channel, we will deal with the other stuff later. “Enterprise” is infrastructure, we need innovative content solutions. Let’s focus on those. Let’s clean up end user experience and deal with nuts and bolts later. It’s too expensive. Our business units will never do it.
  56. 56. 562/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://upload.wikimedia.org/wikipedia/commons/2/2f/Steve_McQueen_Virginia_Gregg_Wanted_Dead_or_Alive_1959.JPG Brands that succeed understand that it’s not easy. Standing up content for success means major shifts in the way businesses think about their fundamental strategies. Putting the consumer first by offering him or her content that does so, requires more than just gesture, in many cases, it’s changing the DNA of operations and strategic focus.
  57. 57. 572/23/2016 | @kpnichols | Why Content for the Enterprise? Image source: https://en.wikipedia.org/wiki/Edgar_Bergen#/media/File:Edgar_Bergen_Ellen_Corby_The_Homecoming_Waltons_1974.JPG But there is huge payoff… • Happier consumers and retention of them • Happier employees • And Happier shareholders and executives.
  58. 58. Contact Information
  59. 59. Contact Information ■ kevin@kevinpnichols.com ■ Web: kevinpnichols.com ■ LinkedIn: www.linkedin.com/in/kevinpnichols ■ Twitter: twitter.com/kpnichols ■ YouTube: www.youtube.com/user/kevinpnichols Kevin P Nichols 592/23/2016 | @kpnichols | Why Content for the Enterprise?
  60. 60. Thank You!
  61. 61. Bonus content and it’s all free 
  62. 62. 62 Want the most comprehensive content template resource out there? Content strategy alliance provides it. Free. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/ Anonymou s
  63. 63. 63 Want to create a performance model? Paula Land and my workshop tells how. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://www.slideshare.net/kpnichols/the-next-generation-of-content-strategy-a-performancedriven-model-workshop Anonymou s
  64. 64. 64 Want a cross-channel customer journey? Marcia Riefer Johnston tells you how. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://contentmarketinginstitute.com/2015/11/customer-journey-map-template/ Anonymou s
  65. 65. 65 Want to do omnichannel content strategy? Rebecca Schneider and I tell you how. 2/23/2016 | @kpnichols | Why Content for the Enterprise? Source: http://omnichannelcontentstrategy.com/workshops/ Anonymou s

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