1) The document discusses overcoming content management challenges to better engage customers. It addresses content governance, aligning content with the customer journey, and integrating content management systems with other marketing technologies. 2) Content governance establishes rules for content creation and publishing, while alignment with the customer journey involves understanding which content helps customers. An effective content management system should also integrate well with other tools. 3) The overall message is that content strategy is linked to customer experience, and content management systems should measure effectiveness, support governance processes, and integrate with other technologies to create engaging customer experiences without disrupting business operations.

1. Conquering Your Content
Management Challenges to Better
Engage Today’s Customers

2. Raheel Retiwalla
Digital Strategy
Consulting
Brian Warrick
Sr. Sales & Partner
Manager
A Little Bit About Us.

3. Digital Strategy Customer Experience
Digital
Strategy
Experience
Design
Marketing
Tech
Content & UX
Analytics &
Data
Digital Strategy is Strongly Linked
to Customer Experience.

4. Supply Chain
Process Automation
Ecosystem Collaboration
Distribution Channels /
Monetization Strategies
New Products & Services
Marketing Transformation
ReimaginedCustomerJourney
Content Strategy
Governance | Workflow | Structure
Scope of Digital Transformation
and the role content plays.
Identify à Target à Acquire à Measure
• Context Marketing
• Segmentation
• Personalization
• Customer Journey
• Customer 360
• Media Buying
• Social Media Marketing
• Marketing Automation

5. • Manual process
• Workflow/approval
• Siloed content
1. Content
governance
Classifying most content management
roadblocks.
2. Align content with
customer journey
3. Find tools that work
with you, not against
• Audience segmentation
• Personalization
• Timely distribution
• Measuring content
impact
• IT dependency

6. Content Management :
• Creative Agency travels to various destinations
offered to take videos and photos
• What images should and should not appear
• Where will the images be stored?
• What process & tools are used to select and
optimize the images
• How does the agency ”hand-over” the final
optimized images to the CMS author
• Are channel optimized versions created for each
image?
• Are there accessibility requirements
Managing Content in the Hospitality Industry.
Content governance aims to optimize the CMS
Authors experience
1 | Content governance

7. 1 | Content governance
So, what is it?
• Rules that determines how an organization’s
content gets created and published
• Naming standards, asset specifications, business
process flows, brand-adherence, legal and
compliance (and many, many other concerns)
Content governance is essential.
Trying to fix an
organization’s content
problems by simply
implementing a CMS
is like trying to fix a
marriage by booking
a vacation
“
”

8. Business Goals
Strategy and Priorities
Tech
Feasibility
Content management
Structure content & publish
UX Research
Customer needs / Customer
Journey
Marketing
Cross-channel communication
& GTM Strategy
UX
Information Architecture
INPUTS
Content Strategy Governance Team
Execution & Strategy.
Business Lead
XXX
Tech
XXX
Content Strategy Governance Team
• Content strategy tools creation &
expansion
• Segmentation & analysis
• Ongoing identification of customer needs
• Customer touchpoint & channel
identification
Customer / Channel Operating Model
• Define & enable content operating model
(people, processes, & technology)
• Alignment with instream programs
• Prioritize enablement based on
opportunity and maturity of content
offering
CSGT FOCUS
Tooling Guidance
With IT
Content Roadmap
Cross-organizational
Content Playbook
Aligned to updated operating
model
Experience
Communications aligned to
customer needs
OUTPUTS
1 | Content governance

9. Benefits of Content Governance
• Well defined process to create/store/distribute digital assets
• Single version of truth across all channels
• Centralized versioning and approval
• Optimizes the CMS Author’s experience
1 | Content governance
Content governance: aligns content
and distribution.

10. DEV
PROD
1 | Content governance
Content distribution (should be) flexible.

11. A modern CMS should support:
• Tracking and measurement of content usage
• User segmentation (scoring) and content
personalization
• A/B Testing
• SEO Integration and Audit capabilities
2 | Aligning with customer journey
Figuring out which content is (and isn’t)
helping customers along their journey.
A brand is defined by
the customer’s
experience
“
”

12. Personalization is delivering
relevant experiences
It’s about building relationships with visitors
and engaging them with the right content at
the right time.
What is personalization.

13. individualizedanonymous customized categorized
From ‘anonymous' to ‘hello Brian try the new
ScubaPro s700 before your trip to Bali’.

14. Invesco.

15. New York Times.

16. Getting started.
Utilize information that
already exists
You can infer a lot about your visitors
without explicit knowledge or user
profiling.

17. Getting started.
Think broadly
If you are not sure where to begin,
identify large groups that are easy to
identify and safe to target and test with.

18. Getting started.
Pull data forward from linked
systems
Glean non-identifying info from your
CRM or Marketing Automation tool and
enhance your content based on that.

19. Beyond the basics.
Leverage analytics and
testing to optimize content
Understand and increase relevancy via
insights from AB and Multi-variate tests.

20. 2 | Understanding content journey
User journey tracking and recommendation.

21. • Flexibility and ease of use in a CMS
• Should not disrupt existing processes
• Third party integrations with programs that excel with
o Lead capture
o Data analytics
o E-commerce
o CRM
o Creative programs
Implementing a CMS doesn’t mean
you have to flip the script on all
of your tools
3 | Your entire MarTech stack
Your MarTech tools should work
together, not apart.

22. Plug-In Best of Breed MarTech Solution.

23. 3 | Your entire MarTech stack
Integration should be easy.

24. Integration should be easy.
3 | Your entire MarTech stack

25. Integration should be easy.
3 | Your entire MarTech stack

26. Integration should be easy.
3 | Your entire MarTech stack

27. • CMS must support measuring your content’s
effectiveness
• Integrate with industry leading analytics platforms
• Digital Strategy is linked to Customer Experience
• Marketing Transformation is built on Content Strategy is
• Content strategy is only as good as it’s governance
processes
• CMS should support your governance rules
• CMS should not disrupt business and IT
• Decrease IT dependencies
• Create amazing customer experiences
The bottom line.

28. Any questions?