The document discusses content management challenges and tips for 2022. It summarizes the results of surveys of over 1,600 content professionals which found that many feel they need clearer goals and better tools to manage more content and channels. It then provides tips for setting workflows in content management systems to streamline approval processes and encourage collaboration. Examples are given of customers who improved content consistency, speed, and reuse with such workflows. Overall, the document advocates mapping reuse opportunities, understanding customer needs, removing bottlenecks, and giving teams unified tools.

1. More content, more channels, more chill.
Your 2022 self-care guide to content management.

2. Today’s panelists.
Monica Raszyk.
Director of Product Marketing
Kontent by Kentico
Zaneta Styblova.
Creative Writer
Kontent by Kentico
Lukas Turek.
Product Manager
Kontent by Kentico

3. Enable your marketers.
The Kontent platform makes it easier for business users to plan
and publish compelling content using streamlined workflows
Unify your teams.
Governance and control meet independence and agility. This is
unified content management at scale.
Free up your developers.
Decoupling content from code lets developers create engaging
experiences for every channel using their favorite technologies
Your content.
Better, faster, at
scale.
With Kontent by
Kentico.

4. Questions or comments?
Drop them in the chat anytime.

5. The agenda for
today’s conversation.
The challenges of content.
What are 1,600 content professionals dealing with
when it comes to content management in 2022?
Live walkthrough of workflows in Kontent.
How does setting multiple workflows help large teams
manage their content operations?
More tips for your best content yet.
What can you do to make sure next year’s content
strategy is your best yet?

6. QUICK POLL
How are you feeling about your
2022 content strategy?
A. Totally chill and stress-free
B. A little bit stressed, there’s a lot to on my plate!
C. 🤷 🤷

7. Today, we’re responsible for more content & more channels.
How are content professionals feeling?
35%
of content professionals
feel they need to have
clearer goals for content
84%
state their content
operations needed to
change in 2021
95%
believe using better tools
would improve their
content operations
The State of Content Strategy 2021; 1,051 respondents State of the Headless CMS Market 2021; 1,609 respondents
The State of Content Strategy 2021; 1,051 respondents

8. We surveyed 1,600+ content
professionals to understand
what else they’re dealing with.

9. Content professionals feel there is a
lot to improve when it comes to
collaboration.
When asked about the challenges they face
when sharing objects across teams,
departments, and/or regions:
• Know-how, team coordination and
communication, and managing teams were
top concerns
• They’re also experiencing issues with hard-
to-use tools, new systems, and features

10. And they know the right solution can
support them.
According to respondents, using better tools could improve
their ability to:
• Update website content
• Deliver it to other channels
• Share it across the organization
• Keep it consistent everywhere
72% state their organization uses multilingual/localized
content to promote their products and services,
which increases the need for effective management and
collaboration

11. Good news! Content reuse is being
adopted as a best practice.
Content professionals say their organization most often
reuses:
• Assets such as PDFs and images (61%)
• Content (59%)
across teams, departments, and/or regions
A round of applause! 👏
Content reuse is an excellent way to squeeze more value out
of the quality stuff that your team has produced, ensuring
consistency and accurate, up-to-date information

12. “When we create something, we think:
Will our customers thank us for this?”
Ann Handley.
Author. Marketer. Chief Content Officer waging a war on content mediocrity.

13. • Delivers relevant content
based on unique pet profiles,
24x7 VetChat, pet insurance,
auto-delivery, and more
• Seamless integration
between Kontent & Shopify
Plus provides personalized
shopping experiences
Personalizing e-commerce
experiences for pet lovers.
Read the full customer sucess story.

14. An omnichannel e-commerce platform
for a retailer with 160 stores.
Hartlauer’s content
available across all
possible platforms and
devices
Kontent integrated
with Salesforce,
Bynder, inRiver
Physical stores now
offer connected
services while online
shopping reflects the
in-store experience
Average basket size
25% increase
Web shop visits
50% increase
Read the full customer sucess story.

15. How can you get the most
out of your content?
The value of workflows and a first look at
how to set multiple workflows in Kontent.

16. First things first.
Workflows make content creation
much smoother.
• Keep processes moving, no matter how complex
• Improve the way large and/or remote teams
work together
• Reduce bottlenecks and delays
• Ensure that content is consistent and on-brand
• Support content reuse opportunities

17. Ready for publishing
Workflows aren’t one-size-fits-all.
Teams need the flexibility to set multiple workflows,
depending on team structure, approvers involved,
legal requirements, global/local considerations,
content types, and more.
Decide levels of
approvals depending
on the subject matter
Know who’s involved
in the process, both
internal and external
Define permissions to
keep processes secure
and governed
Tips.

18. How to create the right
workflows for your content. Content typically with
a strict approval process
Job descriptions, press/media releases,
product information, short-form medical
content, and user-generated content
Content typically with
a lighter approval process
FAQs, social media posts, and buttons

19. How can teams come
together to create better
content in 2022?

20. “One of the best ways to sabotage your content
is to not tie it to your goals. Know why you’re
creating content.”
Ellen Gomes
Sr Content Marketing Manager, Glint Inc

21. The Results
Reusable components
help improve content
consistency. And it only
takes 2-4 weeks to get new
websites up
The Why
For universities, content has
to be consistent, up-to-
date, and easy to digest.
There’s a lot to lose if
information is not accurate.
“Kontent by Kentico allows our editors to focus
on their content while the User Experience Team
focuses on creating the best flow for all website
visitors.
This means content gets created faster and it fits
into whatever journey the team has designed for
each audience.”
Peter Olivier
Senior Information Analyst, VU Amsterdam
Read the full customer sucess story.

22. Content management in 2022
considers how technology,
processes, and people fit
together.

23. Tip. Remove bottlenecks to approve this content more quickly, streamlining communication with central tools

24. Tip.
Map content reuse
opportunities as
part of your
content strategy
• What different types of value can
be pulled from single piece of
content?
• What type of workflows and
approvals are required?

25. Tips for chill, smooth content management.
Get everyone working
with the same set of tools
to reduce feedback loops
How do you currently give and
get feedback?
How many tools are you using
right now? Why?
Who has access to your
collaboration tools?
Map content reuse
opportunities as part of
your content strategy
What opportunities are
available?
What types of content can be
templatized?
Are your content items and
assets findable and usable?
Understand customers’
expectations and
behaviors online
How have their behaviors
changed this year?
What are their new preferred
channels?
What can be personalized?
Monitor bottlenecks in the
process in order to
correct inefficiencies
Do you have a defined process
for different types of content?
How long does your current
feedback process take?
Are there clear roles defined
when approving content?

26. Thank you! Q&A.
Monica Raszyk.
Director of Product Marketing
Kontent by Kentico
Zaneta Styblova.
Creative Writer
Kontent by Kentico
Lukas Turek.
Product Manager
Kontent by Kentico