Slides for my talk 'The Vision Gap: closing the gap between content strategy and content reality' at OMCap in Berlin.

1. TextText@La_Pope
brilliantnoise.com
!
8 October 2014
The Vision Gap: closing
the gap between content
strategy and content
reality
OMCap

2. Content
strategy vs
content
reality
Image by miclan42 | CC BY-SA 2.0

3. 74% of organisations have a
digital strategy but only 15% of
executives felt they had the
right skills to execute on it.
! Forrester,
http://bit.ly/1usXlPb

4. “We always overestimate
the change that will
occur in the next two
years and underestimate
the change that will
occur in the next ten.”
Bill Gates
Image by TheAlieness GiselaGiardino²³ | CC BY-SA 2.0

5. NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
NOW NOW NOW NOW NOW NOW NOW NOW
Present bias:
we’d rather
have €100 now,
than the
promise of €150
in a year.

6. Digital change comes in all directions…
Customer
Competitor Staff
Channels
Company

7. A warning from SEO…

8. Content shock:
facing the
economics of
supply & demand
Image by OregonDOT | CC BY 2.0

9. Campaigns > Programmes
Acquisition > Retention
Interruption > Engagement
Outputs > operations
Business needs > User needs
The Vision Gap in action

10. Campaigns > programmes
= Vision Gap

11. Campaign
mindset &
budgets.
Image by avail | CC BY-ND 2.0

12. The funnel

13. Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
The customer decision journey

14. Acquisition > retention
= Vision Gap

15. “CMOs prioritise acquisition…
only 20% prioritise retention.”
!
!
Cory Munchbach,
Forrester

16. 80% of your future profits will
come from just 20% of your
existing customers.
!
Gartner,
http://goo.gl/GYh0ok

17. Interruption > engagement
= Vision Gap

18. http://goo.gl/iT4lcX
http://goo.gl/iT4lcX

19. “We've found effectively no
correlation between social shares
and people actually reading.”
Tony Haile, Chartbeat,
http://bit.ly/1nAjp3v

20. “9 Out Of 10 Americans Are Completely Wrong
About This Mind-Blowing Fact.”
!
“A Brave Fan Asks Patrick Stewart A Question
He Doesn’t Usually Get And Is Given A
Beautiful Answer.”
!
“His First 4 Sentences Are Interesting. The 5th
Blew My Mind. And Made Me A Little Sick.”

21. “We've found effectively no
correlation between social shares
and people actually reading.”
Tony Haile, Chartbeat,
http://bit.ly/1nAjp3v

23. Outputs > operations
= Vision Gap

24. The 6Ps
http://brilliantnoise.com/contentcanvas

25. Business needs > user needs
= Vision Gap

26. Content for customer experience
Enjoyable
Easy
Meets needs
Source: Forrester

28. End products
are the exciting,
inspiring
facade…

29. …but strategy
and operations
are the
foundations.

30. Emphasise the
near-term.
Build a platform
for long-term
change.
Image by ednl | CC BY 2.0

31. Thanks
!
!
!
!
lauren@brilliantnoise.com
@La_Pope
brilliantnoise.com
!
!
!
© 2014 Brilliant Noise
All rights reserved

32. Questions?
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