Customer-centric content and Info 4.0
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Presented at CIDM RIDE conference, 2018 A customer-centric approach to managing content metadata, components, and deliverable assets using taxonomies, ontologies, and AI
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Customer-centric content and Info 4.0
- 1. Michael Priestley, IBM / @ditaguy September 26, 2018 Customer-centric content and Info 4.0
- 2. Michael Priestley @ditaguy Michael Priestley is a product owner and content technology strategist, currently leading the IBM Marketing Taxonomy Guild to revise and align taxonomy initiatives across the marketing ecosystem. He has experience working with and across documentation, support, training, and marketing content as an enterprise content technology strategist. He was one of the original architects and editors of the DITA standard, was named an OASIS Distinguished Contributor in 2017, and is currently co-chairing the Lightweight DITA subcommittee.
- 4. Building what customers want Do we have it? Did it work? What do they want? Plan Measure Manage Publish
- 5. Challenge – consistent tagging Metrics Tagging Need automated service for consistent tagging Model depends on depends on What do they want? Do we have it? Did it work? Who does the tagging? Who benefits?
- 6. Kickstarting the cycle Metrics Tagging Tagging service Model depends on depends on depends on depends on Build model and tagging service to kickstart cycle
- 7. Requirements for customer-centric development People ProcessTools Cultural shift from organization centric to customer centric Governance across tools and authoring communities Cognitive tagging for quality assurance and content coverage Ontologies to assist planning
- 8. Giving customers what they want Do we have it? Did it work? What do they want? Customer awareness Improvement in selection Content awareness Measures of success
- 9. Requirements for customer-centric delivery Common customer data Common content metadata and ontologies Common linking components Plus common KPIs, common process for improvement...
- 10. Info 4.0 10
- 11. Content 4.0 11
- 13. A chemistry of content Test hypotheses Need data Need measurements Need a consistent scale 13 What worked? What didn’t? Can we repeat the experiment? Can we compare results? From words to websites
- 14. Chemistry vs alchemy Chemistry Alchemy Tested, validated Based on intuition/gut “You can tell the age of a tree by counting the rings” “You can tell the age of a horse by counting its teeth” Has predictive power Has descriptive power As many elements as we discover Four elements in various combinations Make things that work Accidentally discover gunpowder 14
- 15. From words to websites Words Components •images, text, links •cards, banners, phrases •sections, bands, blocks Assets •data sheets, product overviews •explainers, case studies •Reports, solution guides Collections •lesson, newsletter •book, course •knowledge base, community Websites 15
- 16. Customer-centric words What people search for Collapse synonyms Cluster and categorize Tag your content Measure success 16 Keyword ontology Tagging service Analytics dashboard https://www.slideshare.net/DanSegal1/marketing-ai-how-to-build-a- keyword-ontology
- 17. Customer-centric assets What does the user want from the content? Are there patterns within the content that predict success? What influences success? 17 Identify types Structure types Identify and correct for influences Time of day, author, client...
- 18. This is a ___ delivered as a ____ What does the customer need to understand? Choose the best content type How does the customer prefer to learn/get info? Choose the best content format 18 Example: this is a client story delivered as a video
- 19. A single asset may have multiple expressions Interview Video Podcast Transcript 19
- 20. A single event or engagement may drive multiple assets Client success Client story Case study Solution guide 20
- 21. Share components across assets 21 definitions features specs video scripts Text components chat scripts diagrams screen caps photos Image components article web PDF video chat presentation social Track across formats Chat transcripts % watched downloaded read/scrolled engaged
- 22. Learning plan Share components and assets across organizations Training Product docs Marketing Sales Course Tutorial Feature overview Steps Tutorial RFP Feature Benefits Case study Feature overview Business benefits Knowledge center product collection Tutorial Feature Steps Feature Steps Benefits
- 23. Reuse catalog § Quickly assemble and filter components for new campaigns/journeys § Reuse of both assembled and component content § Can reuse dynamically – always pick best match for criteria, regardless of origin § Measure performance at component level Runtime reuse Benefits Tutorial Feature Steps Case study Dynamic collection For criteria: • CIO • Learning • Interests in cloud, security
- 24. Use a combination of dynamic and static pages Dynamic Always fresh and relevant Poor for SEO Great for site discovery Use for personalization Static Can grow stale Great for SEO Great for repeat visitors Use for evergreen content 24 Valuable assets should have a predictable, sharable, stable URLs of their own
- 25. Give customers what they want Do we have it? Did it work? What do they want? Build it Deliver it