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Speaking their language


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Removing people barriers to achieving a unified content strategy

Published in: Business, Technology
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Speaking their language

  1. 1. Spanning Silos: Removing thePeople Barriers to Achieving aUnified Content Strategy
  2. 2. 2About Me• Product Manager at MindTouch• Been involved with content at all stages– Customer Support Manager– Product Marketing Manager• Sales Engineer– Customer Experience Manager– Product Manager
  3. 3. 3• What does it mean to have a Unified ContentStrategy?• Who are the players?• What are the players’ goals?• What is their content like?• What tools do they use to create content?• How do you get rid of Barriers?Overview
  4. 4. What does it mean to have a Unified ContentStrategy?
  5. 5. 5What is a Unified Content Strategy?Unified Content Strategyisn’t just making surethat you have a singlelocation for yourcontent.Unified Content Strategyis purposely aligninghow content is used byall departments
  6. 6. 6Why do I need a Unified Content Strategy?• Inconsistencies in your content are verytransparent to your audience• Wasted resources on creating content thatisn’t used• Frustrating Customer Experience• Bigger budget from more buy-in
  7. 7. 7• Inconsistent, fragmented• Each channel is different• Too slow to update with modernrelease schedules• Customers, partners and productexperts can not contribute• Really FRUSTRATINGToday’s Content
  8. 8. Who are the players?
  9. 9. 9Marketing
  10. 10. 10Sales
  11. 11. 11Support
  12. 12. 12Product
  13. 13. What are the players’ goals?
  14. 14. 14Marketing Goals• Help Sales close business• Getting/Converting leads• Drive interest and buzz around the product• Maintain the reputation of theCompany/Product online/offline• Tracking, Tracking, Tracking• Continuity of information across systems(CRM, Email, Marketing Automation,Social Media, Sales Slicks/Materials)
  15. 15. 15Sales Goals• Close business– ABC - Always be closing• Renew customers with ease– Account Management/Customer Experience• Increasing revenue opportunities– Upsales
  16. 16. 16Support Goals• Customer Satisfaction– Net Promoter scores• Closing Tickets– Metrics typically measure # of tickets closedand how fast they are closed• Deflecting Tickets– Self Help options
  17. 17. 17Product Goals• Customer Adoption– Making the product easy to use• Customer Retention– Making sure the product keeps up withrequirements• Customer Feedback– Enhance the product based on usage• Effectively communicating the hard workdone by development team– Appreciation for the hard work• Quality
  18. 18. What is their content like?
  19. 19. 19Marketing• Content focuses on Business benefits• Created with Sales in mind– Helps facilitate the sales cycle or generateinterest to fill pipeline• Social Media content needs to be easy toreference
  20. 20. 20Sales• Content is benefit focused• Simplified overview of features andfunctionality to entice buyers• Most likely generated by Marketing or aSales/Marketing person
  21. 21. 21Support• Cause and Effect style docs (Issue andResolution)• Responses to forum threads• Reactive content creation• Typically doesn’t follow content styles
  22. 22. 22Product• User Manuals and Knowledge Bases• Review of the features and functionalitywithin the product• Topic/Tutorial/Reference style structure• Most closely associated to TechnicalWriters
  23. 23. What tools do they use to create content?
  24. 24. 24Marketing• Marketing Automation Tools– Landing Pages• Email Automation– Email campaigns• Social Media Management tools• CRM– Canned emails• Blog• Corporate Website
  25. 25. 25Sales• CRM• Email• Anything Marketing gives them
  26. 26. 26Support• Help Desk• Knowledge Base• Chat• Phone System• Forums• Support portal (if not integrated with HelpDesk)
  27. 27. 27Product• Desktop Authoring Tools• Documentation Publishing end point• Bug Tracker• Blog• QA Testing Suite
  28. 28. How do I get rid of Barriers?
  29. 29. 29Leveraging what we’ve learned• Goals are primary drivers for success inthe department– Incorporate their goals into your strategy• Make the content easy to access– Accessibility is half the battle• Make sure the content is multi-channeled– Ability to serve content over any channel theplayers leverage
  30. 30. 30What are the barriers?• You don’t understand my goals• You don’t understand my initiatives• I can’t use your content• I don’t have time to wait for content to beperfect• How will your goals affect my goals?• This is too large of a project to execute
  31. 31. 31Addressing Barriers• You don’t understand my goals– Now you do, need to tailor messaging to those goals• You don’t understand my initiatives– Need to understand the current environment withineach player’s dept• I can’t use your content– Identify what is missing and how to work with thatdefiiency• I don’t have time to wait for content to be perfect– Make it easier for people to contribute content thatfollows content styles
  32. 32. 32Addressing Barriers (cont.)• How will your goals affect my goals?– Make sure your goals incorporate their goals• This is too large of a project to execute– Break the project down into achievableobjectives and measure the success
  33. 33. 33What barriers are you encountering?• What roadblocks are you encountering?• What department is the biggest blocker?• Have you been shutdown in the past whenyou try to propose a Unified ContentStrategy?
  34. 34. 34Follow up sessions• How to Make the Shift from Product Help toExceptional Product Experience– Reviewing Product help experience– Aaron Fulkerson MindTouch– Tomorrow’s lunch session• It Starts with Buy-in: How to Achieve ExecutiveSupport for Your Content Strategy Initiatives– Q&A with Aaron Fulkerson and Case Studies ofsuccessful implementations for HTC, SuccessFactors,and Blackboard– Aaron Fulkerson and Corey Ganser – MindTouch– Thursday 8:30am
  35. 35. Thank you