Harnessing the Value of Content

Polling Question 1: Which of these is closest to your role? § Content Creator (web, technical, marketing/product) § Content Manager (web, technical, marketing/product) § Content Strategist § Information Architect / Experience Designer § Other

Content Managementis changing quickly – and this has fundamental implications for those who care about Content Creation.

In the past 20 years, we’ve been through 3 distinct eras in managing People, Processes, and Technology. These eras are coming faster and faster. Successive eras don’t replace what came before – they are stacked on top of what came previously, creating chaos. What will force this chaos to be rationalized?

Document Management and Workflow People. Process. Technology. Solutions are difficult How can we Complex, custom to use and require automate content and expensive lots of training, but intensive, implementations. who cares because complicated, the people who use mission-critical No standard body it are specialists processes? of knowledge. anyway? “Industry” = Business buyer. Departments at Fortune 500 scale organizations.

Enterprise Content Management People. Process. Technology. Focus shifts from ECM believes it’s an Rise – and then ECM “specialists” to enterprise layer, but decline – of the knowledge workers. often still driven by “suites.” departments; silo Usability still not a explosion. Technology buyer. top priority “Industry” begins to SharePoint and then spread to mid-sized EFSS drive upset companies. price points.

Mobile and Cloud People. Process. Technology. Usability is Process owners can Configure, connect everything. implement their and mobile skills own solutions. key. Even individual users can implement their Business processes End of perimeter- own solutions. must be appified. based security. Blurring of lines Enterprise SaaS Massive legacy between home and solutions. drag. the office.

The forcing function in re-thinking this stack… Mobile and Cloud Enterprise Content Management Document Management and Workflow Creating integrated customer experiences is an immediate core objective for the C-Suite…

Precision Content® Webinar Series 2016 Harnessing the value of content

Content quality IS your problem “Your greatest advancements … still to be achieved … lie … in(side) the content itself.” Bob Larrivee VP and Chief Analyst of Market Intelligence AIIM International

We are not seeing the whole picture

Identifying high-value content Five signs to look for to identify high-value content • Will it be READ by staff, partners, and clients? • Will it be REFERENCED over and over by the organization? • Will it be REUSED by the organization in multiple forms? • Will it be RELIED UPON as documentation of key business decisions? • Will it be REVISED, reviewed, and approved many times by different roles across the organization?

Build a strategy for success • Standardized content creation and management bring about consistency, reuse, and an opportunity to streamline content creation processes. • The key is to develop, implement, and refine a content creation and management strategy that maximizes content use, eliminates duplicative efforts, and provides a consistent method of authoring for all.

@nozurbina Lifecycles ARE NOT journeys (too big) www.garymagnone.com/blog/content-marketing-digital-touchpoints/v

Omnichannel journey mapping @nozurbina Anonymous Contact Lead Customer Advocate Purchase Learning Booking Installing Testing Paying “Customer “Customer “Calls to make “Field “Field “Receives and makes receives email an engineer engineer tests pays first bill” decision and with appointment equipment completes instructions for for installs with [Billing/CRM] order form installation” installation” equipment” customer” online” [Web] [Email] [Call center] [Field team] [Field team]

Editorial plan, Inventory, audit, content analysis Persona researchers modelling, writing @nozurbina should ideally know guidelines what they’re feeding Initial user into Domain model, research / taxonomy & Delivery persona information development architecture Unify Omnichannel Design Create journey mapping Brand strategy & UX pattern Measurement & commercial goals libraries optimization Continuous improvement Initial task matrix, Development insights, analytics specifications

Align calls to action @nozurbina Search/Social layer Content marketing Product content Deep (tech) documentation SW